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Ranking transforms in brand composition & category contribution

Ranking Transformation

Ranking transforms

in brand composition,

category contribution

In 2011, just three categories, comprised of 12 brands, mostly State-Owned Enterprises, contributed 70 percent of the total value of the BrandZ China Top 50. Specifically: six bank brands contributed 38 percent of the value; three telecom providers contributed 21 percent; and five insurance brands contributed 11 percent. Five technology brands contributed just 9 percent of the Top 50 total value.

Just 10 years later, 13 brands in three categories—retail, technology, and lifestyle platform—contribute over half the value of the BrandZ China Top 50. The combined value contribution of the banks, telecom providers, and insurance categories has declined from 70 percent of total Top 50 value to 23 percent.

Six bank brands remain in the BrandZ China Top 50. But they contribute only 12 percent of the total value. Two telecoms remain but they contribute only 5 percent of value. Three insurance companies remain, but they also contribute only 6 percent of value.