- Chinese brands build impressive scale but miss out on further growth, focusing almost exclusively on domestic market, with less than 10% of country’s brand value attributed to overseas activity
- Two in every three among China’s most valuable brands generate over 95% of brand value domestically
- Chinese brands which maintain sound domestic business with 25-50% of brand value coming from abroad are on average more valuable than others in Brand Finance China 500 ranking
- ICBC is most valuable, WeChat strongest, and iQiyi fastest-growing brand in China this year
By embracing the marketing strategy of brands such as Huawei, Alibaba, and Lenovo, which have stepped successfully onto the global stage, managers of domestic Chinese brands can see their brand value soar. Many more of China’s most valuable brands should adopt the mindset of the foreign consumer and follow the country leadership’s call for growth abroad.
David Haigh, CEO of Brand Finance