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globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
globeone Brand Snapshots - China
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globeone Brand Snapshots - China

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“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging …

“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.

globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.

There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.

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  • 1. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul Emerging Market Brands Survey Brand snapshots – China August 2013
  • 2. 2 Volvo Interesting insights Volvo is actively using social media channels to intensify relationships with its customers and is especially focusing on customer feedback. Volvo’s social media team, for example, has been holding monthly chats on Twitter to learn more about its customers. Its most recent Twitter chat focused on the brand’s marketing strategy, specifically asking followers to react and send feedback on a series of early draft content and campaign elements. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #1 96% of German consumers know Volvo Source: globeone Emerging Market Brands Survey (aided awareness) Source: volvo.com 1927 AutomotiveIndustry Gothenburg, SwedenHeadquarters ~ 47%Revenues abroad Revenues € 35.7 billion (2011) ~ 98,200Employees Founded
  • 3. 3 Lenovo Interesting insights Since Lenovo acquired IBM’s personal computer business in 2005, the brand has become steadily more visible to consumers in Western markets. Lenovo’s campaign “For those who do” aims at emphasizing all the different possibilities Lenovo’s technology opens up. For its new “Ideapad Yoga ” series, Lenovo launched a large-scaled advertising campaign including a commercial directed by Martin Campbell, the director of two James Bond movies. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #2 62% of German consumers know Lenovo Source: globeone Emerging Market Brands Survey (aided awareness) 1984 ElectronicsIndustry Beijing, ChinaHeadquarters ~ 57%Revenues abroad Revenues € 22.2 billion (2012) ~ 20,000Employees Founded Source: lenovo.com
  • 4. 4 Huawei Interesting insights With the Ascend P6, Huawei launched the world’s slimmest smartphone in June 2013. For the first time, Huawei invited to an exclusive launch event for its new flagship product, underscoring Huawei’s ambition to establish itself as a stand-alone manufacturer and brand among consumers in mature markets. To achieve this goal within the next five years, Huawei has committed 2% of its revenues to targeted brand building. 1988 ElectronicsIndustry Shenzhen, ChinaHeadquarters ~ 67%Revenues abroad Revenues € 27.5 billion (2012) ~ 140,000Employees of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #3 44% of German consumers know Huawei Source: globeone Emerging Market Brands Survey (aided awareness) Founded Source: huawei.com
  • 5. 5 Air China Interesting insights Air China leverages social media channels to raise brand awareness in Europe. In 2012, Air China Sweden launched a Facebook check-in campaign as a social integration strategy. The airline created partnerships with popular Asian restaurants in Sweden to act as ambassadors for Air China. Check-ins were then correlated with the most popular restaurants. Each week, those with the highest number of check-ins were awarded with two tickets to Asia. 1988 AviationIndustry Bejing, ChinaHeadquarters ~ 27%Revenues abroad Revenues € 12.6 billion (2012) ~ 60,000Employees Source: airchina.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #4 31% of German consumers know Air China Source: globeone Emerging Market Brands Survey (aided awareness) Founded
  • 6. 6 Haier Interesting insights Ranked 8 of most innovative companies in the world by the Boston Consulting Group in 2012, Haier continuously tries to improve visibility for its brand in Western markets. Besides the marketing campaigns for its electronics and white goods products, Haier is a sponsor in European football (e.g. in Italy, France, Spain & Germany) and also an official partner of the National Basketball Association in North America. Source: haier.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #5 16% of German consumers know Haier Source: globeone Emerging Market Brands Survey (aided awareness) 1984 ElectronicsIndustry Qingdao, ChinaHeadquarters ~ 11%Revenues abroad Revenues € 10 billion (2012) ~ 78,000Employees Founded
  • 7. 7 Chery Interesting insights State-owned automaker Chery produced its first car in 2001 and had its record year in 2007 selling 1 million vehicles. Chery then decided to focus on higher market segments by offering high-quality cars. Today, the company still suffers from this disastrous choice of strategy. Chery has not made profits since 2007 and has lost its market share in the increasing competitive Chinese car market. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #6 13% of German consumers know Chery Source: globeone Emerging Market Brands Survey (aided awareness) Source: cheryinternational.com 1997 AutomotiveIndustry Wuhu, Anhui, ChinaHeadquarters n/aRevenues abroad Revenues € 30 million (2010) ~ 25,000Employees Founded
  • 8. 8 Tsingtao Interesting insights The Tsingtao brewery was founded in 1903 by German and British settlers in Qingdao. Today, Tsingtao is the number one consumer product exported from China. The Tsingtao International Beer Festival in Qingdao, first held in 1991, is an annual event that is used to raise brand awareness and celebrate the culture of beer in Qingdao with Chinese and foreign visitors. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #7 13% of German consumers know Tsingtao Source: globeone Emerging Market Brands Survey (aided awareness) Source: Tsingtao-beer.co.uk 1903 Food & BeverageIndustry Qingdao, ChinaHeadquarters n/aRevenues abroad Revenues € 3.2 billion (2012) ~ 40,450Employees Founded
  • 9. 9 Alibaba Interesting insights The Alibaba Group offers business-to-business online marketplaces, retail and payment platforms, shopping search engine and data-centric cloud computing services. In 2012, Alibaba handled sales of around € 130 billion, making the platform handle more transactions than Amazon and Ebay combined. The company is expected to grow further as the number of internet users is China is constantly growing. Source: alibaba.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #8 9% of German consumers know Alibaba Source: globeone Emerging Market Brands Survey (aided awareness) 1999 Internet servicesIndustry Hangzhou, ChinaHeadquarters n/aRevenues abroad Revenues € 3.0 billion (2012) ~ 24,000Employees Founded
  • 10. 10 Yingli Solar Interesting insights Yingli Solar is the world’s first fully vertically integrated photovoltaic manufacturer. It has become known to German consumers mainly through it sponsorship in football. Especially its partnership with Germany’s FC Bayern München, the winner of the 2013 Champions League, has increased international publicity. Yingli is also an official sponsor of the 2014 FIFA World Cup in Brazil. Source: yinglisolar.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #9 8% of German consumers know Yingli Solar Source: globeone Emerging Market Brands Survey (aided awareness) 1998 EnergyIndustry Baoding, ChinaHeadquarters ~ 76%Revenues abroad Revenues € 350 million (2012) ~ 16,000Employees Founded
  • 11. 11 Peak Interesting insights Peak is planning to open another 1,000 exclusive retail shops in the next two years next to its already existing 7,000 stores. In order to gain more awareness, Peak is investing in advertising and especially in sports sponsorships. Peak strongly sponsors NBA fans interaction campaigns in China. Besides its NBA commitment, Peak also is the official sponsor of the German national basketball team and the German basketball association. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #10 7% of German consumers know Peak Source: globeone Emerging Market Brands Survey (aided awareness) Source: peaksport.net 1989 SportswearIndustry Quanzhou, Fujian, ChinaHeadquarters ~ 3%Revenues abroad Revenues € 362 million (2012) ~ 7,000Employees Founded
  • 12. 12 Hainan Airlines Interesting insights Hainan Airlines has earned a fine reputation in the international aviation industry. Skytrax lists it as one of only seven 5-star airlines and names it the best airline of China. Hainan’s brand value is also quickly increasing: BrandZ ranks the airline 41st in the Top 50 most valuable Chinese brands 2012, an increase of 23% compared to 2011. Hainan continues to follow it’s strategy of fast expansion into international markets with its unique colorful planes. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #11 6% of German consumers know Hainan Airlines Source: globeone Emerging Market Brands Survey (aided awareness) Source: global.hnair.com 1989 AviationIndustry Haikou, ChinaHeadquarters n/aRevenues abroad Revenues € 3.6 billion (2012) ~ 9,7000Employees Founded
  • 13. 13 Baidu Interesting insights Baidu is one of the global top 5 internet search engines and holds a market share in desktop share around 80% in China. It recently acquired a smartphone apps distributor to strengthen its activities in the mobile search segment. Additionally, Baidu targets European firms looking for business and an increase in brand awareness in China. As part of Baidu’s internationalization strategy, it started to sell a Baidu mobile phone in Egyptian market. Source: Baidu.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #12 6% of German consumers know Baidu Source: globeone Emerging Market Brands Survey (aided awareness) 2000 Internet servicesIndustry Beijing, ChinaHeadquarters n/aRevenues abroad Revenues € 2.75 billion (2012) ~ 21,800Employees Founded
  • 14. 14 Qoros Interesting insights Qoros is a new and independent car company, aiming at a young and urban target group in China. However, it is also aiming at becoming the first Chinese car brand to break into Europe. A first important step was featuring its Qoros 3 sedan at the 2013 Geneva Motor show. The biggest challenge will be overcoming the deeply-rooted stigmas against automobiles “Made in China” among European consumers. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #13 5% of German consumers know Qoros Source: globeone Emerging Market Brands Survey (aided awareness) Source: qorosauto.com 2007 AutomotiveIndustry Shanghai, ChinaHeadquarters n/aRevenues abroad Revenues n/a ~ 1,200Employees Founded
  • 15. 15 Geely Interesting insights Geely became known to many European consumers when it acquired the Swedish automaker Volvo. Geely then made the headlines of European newspapers when it took over the struggling London Taxi Company, the producer of London’s iconic cabs. Besides these acquisitions, Geely also boosted its awareness among European consumers by its appearances in recent European auto shows. Source: geely.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #14 4% of German consumers know Geely Source: globeone Emerging Market Brands Survey (aided awareness) 1986 AutomotiveIndustry Hangzhou, ChinaHeadquarters n/aRevenues abroad Revenues € 3.1 billion (2012) ~ 18,000Employees Founded
  • 16. 16 Hisense Interesting insights Hisense is a white goods and electronics manufacturer that is focusing its marketing activities on getting away from its budget and low-quality image in Western markets. Therefore, Hisense emphasizes its technology-driven values in its overall communication and at key trade shows. Additionally, the company uses comprehensive sponsorships to position the brand – resulting for example in a Hisense-branded flag put up atop the Mount Everest. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #15 4% of German consumers know Hisense Source: globeone Emerging Market Brands Survey (aided awareness) Source: hisense.com 1969 ElectronicsIndustry Qingdao, ChinaHeadquarters ~ 30%Revenues abroad Revenues € 10 billion (2012) ~ 60,000Employees Founded
  • 17. 17 WeChat Interesting insights Developed by Tencent in 2011, WeChat has already attracted over 300 million users, of that 40 million outside China . The company is planning to take WeChat global and is therefore opening an office in the US this year. The design of its user interface aims at looking and feeling like an international platform and thus tries not to alienate any demographics Note: WeChat is part Tencent, revenues for WeChat are not stated separately. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #16 4% of German consumers know WeChat Source: globeone Emerging Market Brands Survey (aided awareness) Source: wechat.com 2011 Internet servicesIndustry Shenzhen, ChinaHeadquarters n/aRevenues abroad Revenues n/a ~ 24,649Employees Founded
  • 18. 18 Li-Ning Interesting insights Although Li-Ning was no official sponsor during the 2008 Summer Olympics, the brand managed to get considerable international attention: as former Chinese Olympic gymnast, the company’s founder Li Ning lit the Olympic torch and people around the globe learned about his company as well. In order to raise brand awareness, Li-Ning sponsors various sports teams and athletes, with NBA star Dwyane Wade being the most popular one. Source: lining.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #17 3% of German consumers know Li-Ning Source: globeone Emerging Market Brands Survey (aided awareness) 1990 Sporting goodsIndustry Beijing, ChinaHeadquarters ~ 2%Revenues abroad Revenues 842.5 million (2012) n/aEmployees Founded
  • 19. 19 Midea Interesting insights According to Forbes, Midea ranks second worldwide in sales of household appliances and is the sixth most valuable brand in China. Midea’s aim is to become an international player with a multi-brand strategy and a brand-based category presence. One of the company’s main objectives for its brands is to be close to the customer, innovative and responding to customer needs in a flexible and rapid manner. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #18 3% of German consumers know Midea Source: globeone Emerging Market Brands Survey (aided awareness) Source: global.midea.com.cn 1968 Electrical appliancesIndustry Shunde, Guangdong, ChinaHeadquarters n/aRevenues abroad Revenues € 16.7 billion (2012) ~ 150,000Employees Founded
  • 20. 20 BYD Interesting insights BYD has focused on strengthening its brand image and improving product quality. It is also aiming at adding another 120 sales outlets to its network this year. The Chinese car brand wants to be known as a high-tech green company that produces electric vehicles and high-tech storage batteries. As part of its strategy, the brand delivered 300 electric taxis to the 2011 International Universiade Games in Shenzhen, China. of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #19 2% of German consumers know BYD Source: globeone Emerging Market Brands Survey (aided awareness) Source: byd.com 1995 AutomotiveIndustry Shenzhen, ChinaHeadquarters n/aRevenues abroad Revenues € 5.9 billion (2012) ~ 150,000Employees Founded
  • 21. 21 Tencent QQ Interesting insights Tencent QQ is an instant messenger developed by Chinese internet giant Tencent, the third biggest web company on earth. With over 700 million users, Tencent QQ is the world’s largest online community. For its international expansion, Tencent launched an English version of Tencent QQ and partnered with local companies in different markets like India, Vietnam and the US. Source: tencent.com of best-known Chinese brands in Germany Source: globeone Emerging Market Brands Survey #20 2% of German consumers know Tencent QQ Source: globeone Emerging Market Brands Survey (aided awareness) 1998 Internet servicesIndustry Shenzhen, ChinaHeadquarters n/aRevenues abroad Revenues € 5.5 billion (2012) ~ 24,649Employees Founded
  • 22. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul © Copyright This document of globeone GmbH or its network office is intended exclusively for the client or addressee. It remains exclusive property of globeone GmbH or its network office until the rights of use are expressly transferred. Any revision, use, duplication or commercial distribution of this work is permitted only with the consent of globeone GmbH or its network office. This document is a discussion paper. It makes use of secondary information and hypotheses and is therefore for discussion only. It does not include any recommendations or binding statements. While due care has been taken during the compilation of this presentation to ensure that the information is accurate, globeone GmbH and its network offices shall not be responsible for any damages (including consequential) caused by reliance on the materials presented, including but not limited to typographical and other errors relating to the publication.

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