brandZ | Report - China

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Chinese Brands 2019 | Top100 Countdown

Highlights

Expanded China Top 100 showcases brand impact on fast-changing market

Summary of brand and category changes

Market changes challenge brands to act with insight

10 actions for building valuable brands in China

Expanded report probes vibrant forces reshaping China’s brand landscape

China Top 100 grows steadily in value and Brand Power

Top 100 stock portfolios outperform volatile market

Economy, Demographics, and Connectivity

Newcomers- 17 brands, a record, join China Top 100

Top 20 Risers- Robust growth rate crosses categories

Top 10 in Overseas Presence- Technology brands now dominate the ranking

High Brand Contribution helps brands earn a premium

Thought Leadership & Analysis

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Innovative brand experience adds to differentiation, competitive edge

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Media- Improving ROI

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New Relevancies

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Market Intelligence

Artificial Intelligence impacts brands across categories

Going Global- Consumer brands move beyond Belt and Road

Insurgent Chinese Brands- Entrepreneurial brands defy FMCG slow growth

Mobile connectivity shapes self-expression

More jobs, housing stimulate migration to lower tier cities

Shoppers make smarter, more rational decisions

Going Global- Chinese brands make steady progress overseas

China leads world in media investment, but growth slows

Brand Building Best Practices

Age of Marketing

Stratified Spending

Economic factors, consumer attitudes heat up competition

Significant growth opportunities await Chinese brands in overseas markets

Sustaining Difference requires balancing brand characteristics

Strong salience helps Meaningfully Different brands grow share faster

Campaign integration maximizes the ROI in reach and placement

Bots, automatons and AI—catalysts for tomorrow’s customer experience

Brands in the digital age

Category Analysis

Category Overview- Analysis of 24 categories details dynamism of Chinese market

Airlines- Pricing reform expected to enhance profitability

Alcohol- Category value increases with more premiumization

Apparel- O2O initiatives fuel strong sales growth

Banks- Despite economic pressures, category rises in value again

Cars- Economic trends slow growth of car category

Consumer Finance- Attitudes about debt change, and ranking adds a category

Education- Education again among category growth leaders

Entertainment- Category added this year leads ranking in growth

Food and Dairy- Consumers are willing to pay for healthy, lifestyle options

Healthcare- Health trend stimulates consumer spending

Home Appliances- Product upgrades, smart home ideas draw consumer interest

Hotels- Hotels brands face new competition

Insurance- New regulations expected to improve performance

Jewelry Retailer- Slower discretionary spending impacts value

Lifestyle Platform- Category demonstrates the O2O phenomenon

Logistics- Slower growth, price promotions erode profits

Oil and Gas- Value dips modestly after years of decline

Personal Care- Young, Chinese brands shake dynamic category

Real Estate- Value surges again, despite tighter credit, other controls

Retail - Value growth continues as category transforms

Technology- Advance to global leadership energizes sustained growth

Telecom Providers- Telecoms help implement China’s digitization agenda

Transport- Car-hailing leader widens ambitions

Travel Agencies- Travel industry remains robust