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BrandZ Top 100 Most Valuable Chinese Brands

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This is the fourth publication of the BrandZ Top 100 Most Valuable Chinese Brands report and ranking, which has become the definitive annual study of brand valuation and development in China. This …

This is the fourth publication of the BrandZ Top 100 Most Valuable Chinese Brands report and ranking, which has become the definitive annual study of brand valuation and development in China. This year we have provided a more extensive view of the market, and doubled the number of brands analyzed from 50 to 100. The 2014 ranking includes eight new categories, bringing the total covered to 21, and our greatly expanded report examines brand building in a rebalancing China.

Our initial analysis revealed a peek into the future of brands in China. We discovered that brands in the expanded portion of the ranking are predominately market-driven, rather than state owned. These market-driven brands are also high in brand contribution, the BrandZ™ measure of brand strength. Our findings show that Chinese entrepreneurs have been developing market-driven companies and valuable brands across many product and service categories for some time. And, as rebalancing unleashes competition, these brands now will grow more rapidly in value.

This inevitable brand evolution raises many questions. What’s the effect on Chinese brands compared with foreign brands in China? How does the shift influence competition between market-driven brands and SOEs (State Owned Enterprises)? How does it impact the momentum of Chinese brands going global?

Read the report to gain invaluable insight about Chinese brands and creating meaningfully different brands in a rebalancing China.

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  • 1. 29 29 TOP 100: 1 3 4 6 8 9 11 12 13 14 15 Yili 16 17 18 19 20 21 4 25 26 Vanke 28 Poly Real Estate TOP 100 Most Valuable Chinese Brands 2014 30 30 TOP 5 TRUSTED CHINESE BRANDS IN CHINA TOP100 TOP 10 BRANDS 100 22 Data source: BrandZ / Millward Brown Optimor $19,318M $13,636M $13,133M $13,433M BRAND GLOBALIZATION $12,702M Awareness of Chinese brands in overseas market is still low (20%) PURCHASE CONSIDERATION Yonghe King 93 92 FASTER GROWTH OF THE MARKET DRIVE BRANDS VS. STATE OWNED ENTERPRISES Market-driven brands are enjoying fast growth, most of these brands are operated under modern management systems, which is a good signal of successful enterprises transformation GROWTH AMONG TOP 50 VALUE TOP 100 29% 71% MARKETDRIVEN BRANDS 90 Huatian Hotel Highest 68% 60% 50% 47% 42% 40% Tonrentang +9% Lowest BRAND CONTRIBUTION 30% #1 Yili Market-driven brands are stronger than SOE brands #2 #3 #4 #5 TRAVEL AGENCY +62% $969M +67% Agencies benefit from ongoing tourism boom HEALTH CARE -6% APPAREL Slowing growth, rising costs impact sales +7% FINANCIAL INSTITUTIONS Acquisitions help assure safety burnish brands +36% and brand marketing +11% $5,441M $26,566M $31,513M Exploration ensures supply, but pollution damages brand image Insurers add products and services The party is over, for now Operators build brands and networks -35% OIL&GAS INSURANCE $73,970M CONSUMER ELECTRONICS 46 Wuliangye 47 46 47 $20,589M TELECOM PROVIDERS $59,931M Mobile heats category growth and competition Brands seek recognition at home, abroad $114,223M +17% TECHNOLOGY HOME APPLIANCES Reforms pressure profits, inspire product innovation ALCOHOL +28% +8% 44 44 $3,869M AIRLINES $12,754M +21% $5,441M Suppliers invest in R&D, distribution 43 43 89 DEVELOPED COUNTRIES 29% 42 42 88 72% Yili DEVELOPING COUNTRIES 41% 38% 38% 35% 32% +98% $7,701M 7 86% +27% FOOD&DAIRY Major carriers add overseas routes, but bullet trains slow domestic business TOP RISERS (% GROWTH) 86% SOE 11 CATEGORIES 2 CATEGORIES NEW CATEGORIES +9% % of consumers consider to purchase Chinese brands 42% 41 41 91 CHINA 61% 38 38 8 +5% 36 36 CATEGORIES +12% By Categories 35 35 $379,787M 0% +12% By Countries $1,586M 84 - The brand was originally created by a Mainland China enterprise. - The brand is owned by a publicly traded enterprise. CHANGES IN CHINA 81 Looking for leisure Sense of personal NEW CATEGORIES 77 76 75 73 72 71 Suofeiya $888M $363M **** **** **** **** ******** **** **** $1,003M $937M $1,262M $9,589M Download the full report at CARS Youth market drives double-digit growth and SUV sales 6 8 $411M 70 69 EDUCATION CATERING Cultural values, desire to succeed drive education Sales grow but the pace begins to slacken 68 67 FURNITURE 66 65 64 HOTELS Urbanization, desire to upgrade, drive strong sales 63 62 New locations open at all price points 61 60 JEWELRY RETAILERS Special products and services drive sales 59 58 Lao Feng Xiang PERSONAL CARE Global brands dominate growing market 57 56 REAL ESTATE www.brandz.com/china Developers expand in lower tier cities and internationally 55 5 5 82 - The financial institutions category includes only banks that derive at least 20% of their earnings from retail banking. $780M 49 49 Increasing of consumer purchase power - The brand reported positive earnings for the period covered by the ranking. 48 48 Hanting 85 Brands reposition to meet challenges of dynamic category The brands ranked in the BrandZ™ Top 100 Most Valuable Chinese Brands 2014 report meet these four eligibility criteria: 34 34 TOTAL VALUE OF TOP 100 CHINESE BRANDS +6% % of overseas consumers 77% consider to purchase 69% 68% Chinese brands 65% 63% Data source: Millward Brown 2013 Going Global Study -12% Tongrentang 13% TOP 50 VALUE INCREASED +68% -12% 33 33 -2% Dr ink s Sp irit s Be er Fin an cia l Ins ura nc e $19,986M Co mp ute ra Ho nd me IT Ap Te Ga pli ch an mi no ce ng log Co y Re ns tai ole l s Ap pa rel 99 $25,510M 98 Macro $61,399M $33,879M 32 32 $39,658M 31 31 +21% 7 54 5

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