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Ranking changes reflect China market evolution

Top 10 Risers

Ranking changes reflect

China market evolution

The presence—or absence—of brands in the Top 10 Risers, brands with the highest percentage value growth, illustrates how dramatically the China’s brand landscape has changed over the past decade.

Only three brands appear both in the Top 10 Risers based on the China Top 50 over 10 years, from 2011 to 2020, and in the Top 10 Risers after the ranking expanded to 100 brands, 2014 to 2020. The consistent brands are Moutai, the baijiu white alcohol, along with Haier and Midea both home appliance makers, although Haier has evolved to an Internet of Things Ecosystem.

Significantly, the Top 10 Risers from 2014 to 2020 begins to reflect the changing interests of Chinese consumers and the expanding influence of technology and the internet, with the presence of the online gaming brand NetEase and online travel agent Ctrip. The two education brands, Xueersi and New Oriental, demonstrate the appearance of services aimed at China’s expanding middle class.

Notably absent from the Top 10 Risers 2014 to 2020 are China’s No. 1 and No. 2 most valuable brands—Alibaba and Tencent. Both brands experienced remarkable spurts in value growth during the past decade. Alibaba entered the BrandZ China Top 100 at No.2 in 2015, soon after its record IPO. Tencent, No. 1 in 2015, increased 95 percent on top of a 68 percent value increase a year earlier.

Both Alibaba and Tencent continued to experience strong year-on-year value increases. Between 2016 and 2020, Alibaba increased 202 percent in value, a substantial accomplishment but not enough to qualify Alibaba as a Top 10 Riser. Value growth for both Alibaba and Tencent leveled for several reasons, including changing competitive dynamics.

In addition, they face the normal challenge of sustaining high percentage growth on such high absolute value. The brand value of Alibaba and Tencent are $153.3 billion and $151.0 billion, respectively, almost three times greater than the No. 3 brand in the BrandZ China ranking, Moutai.