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Thought Leadership & Analysis

Q&A with Paul Xu

Paul Xu Vice President, DJI   DJI is a pioneer in developing and manufacturing innovative drone .. Read more


Close to millennials in age, but different in attitudes By Linna Zhao Head of Insights, China .. Read more


Young people respond to ads, especially with fresh content By Zod Fang Deputy Head of Datacenter.. Read more


As search progresses, fundamentals endure By Elvis Xu Managing Director, Search Marketing Grou.. Read more


Dynamic content helps future  proof consumer relationships  By Abby Wong Director, Connectio.. Read more

Cultural Strategy

Keep pace with constant change to stay relevant to Chinese youth by Panos Dimitropoulos Dire.. Read more

Going Global

Brand building essential part of overseas expansion  by Scott Kronick CEO, Asia Pacific Ogil.. Read more

Brands miss full impact of social media when they focus metrics on narrow outcomes

Courtship, not a one-night stand, produces the richest results   by Ali Zein Kazmi VP Partnersh.. Read more

Brand Building Action Points - Young Adults

Think mobility, not mobile Mobility is a mindset and fulfillment of lifestyle expectations. Brands .. Read more

Chinese young adult generation influences how China consumes media and brands

Marketers must ensure relevance to this audience   By King F. Lai CEO Asia Pacific and Chairman.. Read more

Millennials have more money and different priorities than earlier Chinese generations

They purchase luxury online, in-store, and while traveling   by Alexander Runne Chief Strategy .. Read more

Brand Building Action Points

Go young Get your youth-oriented marketing right. Youthful key opinion leaders such as pop sta.. Read more

Brand Building Action Points

Go young Get your youth-oriented marketing right. Youthful key opinion leaders such as pop sta.. Read more

Proven strategies often need revision for brand success in the Chinese market

Media investment needs to span the customer journey   By Charlotte Wright Chief Strategy Offic.. Read more

Consumer shift in media habits drives rapid rise of content marketing

Brands must balance healthy returns against potential risks   by Rycan Di Managing Director, Gr.. Read more

Content marketing offers rich potential, but exposes the brand to wider competition

Like the best ads, the best content will reinforce brand equity   by Rupert McPetrie CEO MediaC.. Read more

Brands combine social media, data to help customize celebrity impact

Young male celebrities endorse cosmetics for female audience   by Leon Zhang National Head of S.. Read more

Brand Building Action Points

1. Reassess Reassess your fundamentals. If you have hit your reach targets, but not delivered a ch.. Read more

Four trends will shape e-commerce evolution over next several years, impacting brand success

By David Roth & Jerman Zhang

Improving content and user interactive experience are key   by Jerman Zhang Managing Director, E.. Read more

Category Changes

Category ups and downs swing in narrower range   Changes mirror transition of the economy   O.. Read more


Category bounces back on sportswear strength   After several years of slow growth because of wea.. Read more

Baby Care

E-commerce stokes price competition   The baby care category declined 25 percent in the BrandZÔ.. Read more


Growth slows as banks navigate transformation   The banks category declined 6 percent in value .. Read more


Quest for career success drives steep value rise   With a rise of 46 percent, education, along.. Read more

Food and Dairy

Brands respond to consumer demand for healthier products   The six food and dairy brands include.. Read more


Chinese Traditional Medicine  drives international expansion   The value of the healthcare cate.. Read more

Home Appliances

Small appliance brands produce largest growth   The home appliances category increased 9 percent.. Read more


Growth shifts to mid-range as category rationalizes   The three hotel brands that rank in the B.. Read more


Regulations add stability, but slow category growth   The insurance category, declined 6 percent.. Read more

Jewelry Retail

Weaker tourism, mall traffic reduce sales   The Jewelry retailer category declined 31 percent, m.. Read more

Personal Care

Wider economic forces shape category trends   The value of the personal care category in the Bra.. Read more


E-commerce brands dominate growth and move into grocery   E-commerce drove the healthy 22 percen.. Read more


Economic change causes brand value fluctuations   The value of the technology category increased.. Read more

Telecom Providers

Brands form alliance  for 4G competitiveness   The telecom provider category increased 1 percen.. Read more

Travel Agencies

Domestic trips, booked on mobile, drive value   Driven by the sharp brand value rise of Ctrip, t.. Read more

Overseas Revenue

Old and new economy  brands expand abroad   Global growth presents great potential   Going g.. Read more

Competing at Home

Chinese brands surpass multinational brands in Brand Power score   This shift signals long-term.. Read more

Reaching Millennials

Brands across categories increase millennial loyalty with insightful marketing   The right cel.. Read more

Leveraging E-Commerce and Mobile

E-commerce dominates retail ranking in number of brands and brand value   Sales increasingly tr.. Read more

Investing in Media

Media fragmentation continues as spending shifts to new channels   Content marketing draws cons.. Read more

Brand China

Consumers worldwide improve perception of Chinese brands   Innovation rises as quality concer.. Read more

Global Presence

  Chinese brands obtain an increasing proportion of revenue from overseas   But the potential.. Read more

Mergers and Acquisitions

Chinese M&A activity grows, but the consumer impact on brands lacks clarity   More communicatio.. Read more

Competing Abroad

Chinese brands lag overseas competitors in Brand Power factors   But millennials view Chines.. Read more


Weaker outbound travel impacts category growth   Several factors impacted both international and.. Read more


Brand value grows, but growth rate slows   Alcohol is the most represented category in the Bran.. Read more

As perceptions change, more Chinese brands achieve global stature

But growth requires greater market insight and access By Scot Beaumont Vice President .. Read more

Innovative Chinese brands ride digital wave to greater global reach, prominence

Changing “Brand China” perceptions  will require insight, communication   By Doreen Wang.. Read more

Q&A with Alice Lee, Managing Director, TCL Brand Innovation Center & TCL Corporation

Affordable innovation motivates consumers abroad to try the brand  Strong local partnerships bui.. Read more

Q&A with Gao Lufeng, Founder, Chairman and CEO

Strategic acquisition and organic growth yield global leadership  Ninebot and Segway brands targ.. Read more

Q&A with Glory Cheung, Chief Marketing Officer, Huawei Consumer Business Group Huawei Technologies Company, Ltd.

Worldwide locations, heavy R&D investment build global tech brand Digital and traditional media str.. Read more

Q&A with Xianlin Xie, Cofounder and President, Elex Technology Company, Ltd.

Elex endeavors to introduce global consumers to the creativity of Chinese brands   Brand building.. Read more

Q&A with Zhiyu Chen, Chief Commercial and Product Officer, AliExpress (Alibaba Group)

Exposure on AliExpress helps Chinese companies build brands globally   Strategies vary for develo.. Read more

Chinese brands need to build awareness and consideration

Overseas consumers unfamiliar with many Chinese brands   Most Chinese brands are little known b.. Read more

20 action points to achieve international export success

Start with the product, add insight, innovation, and rapid execution  BUILD THE BRAND... Read more

China goes back to a future of ingenuity and invention

Entrepreneurs see opportunities along the Silk Road and beyond  China was a great .. Read more

Internet-driven brands emerge, but established brands dominate

Expansion to developed markets makes brand building more critical Entrepreneurial, internet-drive.. Read more

Q&A with Laura Xiong

Laura Xiong Chief Branding Officer JD.com     JD.com is China’s second largest e-commerce s.. Read more

Familiarity with Chinese brands varies widely by country

Local factors determine levels of awareness, consideration The awareness gap between Chinese brand.. Read more

Consideration rises for Internet-driven brands

Awareness high for established brands, but so is competition The BrandZ™ Top 30 Chinese Export B.. Read more

Brands in established categories dominate in Brand Power

Internet brands have potential for Brand Power growthAlthough the BrandZ™ China Top 30 Export Bra.. Read more

Digital leaders reflect shift in the notion of Brand China

Two categories represent over half of the brands and the Brand Power Consumer electronics, a categ.. Read more

Brands in established categories need to differentiate.

Scores show great potential for Internet-driven brands Brands in both established and Internet-dri.. Read more