Top Performers

ByteDance, Xiaomi, and SHEIN lead the list, showcasing the strength of Chinese brands in the entertainment, electronics, and fashion sectors.

Lenovo, Huawei, and AliExpress also remain strong contenders, emphasizing the diversity and innovation in China’s tech and e-commerce industries.

Sector Growth

Smart devices, automobiles, and e-commerce experienced the fastest brand power growth, with China’s industrial ecosystem and technological innovations providing a competitive edge.

Consumer electronics, entertainment apps, and online fashion account for a substantial portion of the brand power growth.

Brand Expansion

Chinese brands have successfully penetrated international markets, with notable growth in regions like Europe, North America, and Southeast Asia.

Brands like BYD and NIO in the automotive sector, and OPPO and Vivo in consumer electronics, have expanded their global footprints, contributing to the increasing brand power.

Market Trends

The report highlights a shift in consumer preferences towards brands that offer meaningful differentiation and high engagement. Brands that have successfully created unique and compelling brand experiences have seen significant growth.

There has been a notable increase in the brand power of mid-sized brands, indicating a shift from the dominance of top-tier brands to a more competitive landscape.

Notable Brand Highlights

• ByteDance: As a global leader in digital content and social media, ByteDance’s platforms like TikTok have become household names worldwide, driving significant brand recognition and engagement.
• Xiaomi: Known for its high-quality yet affordable electronics, Xiaomi continues to expand its product lines and market reach, solidifying its position as a leading global brand.
• SHEIN: The online fashion retailer has disrupted traditional retail with its fast-fashion model, capturing a significant global market share and expanding rapidly across multiple regions.
• BYD: In the automotive sector, BYD’s focus on electric vehicles has positioned it as a key player in the global shift towards sustainable transportation solutions.
• OPPO and Vivo: These smartphone giants have continued to innovate and expand their international presence, offering advanced technology and appealing to a broad consumer base.

Strategic Insights

The report suggests that the key to the success of Chinese global brands lies in their ability to offer meaningful differentiation and engage deeply with consumers. Brands that can innovate and adapt to changing consumer preferences will continue to thrive in the competitive global market.

• Consumer Engagement: Successful brands have invested in understanding and meeting the functional and emotional needs of their consumers, creating strong brand loyalty and advocacy.
• Technological Innovation: Continuous investment in technology and innovation has enabled Chinese brands to stay ahead of the curve, offering cutting-edge products that resonate with global consumers.
• Global Strategy: A tailored approach to international markets, considering local preferences and cultural nuances, has been crucial for the expansion and acceptance of Chinese brands abroad.

Top 50 Brands from Kantar BrandZ 2024 China Global Brands

1. ByteDance
2. Xiaomi
3. SHEIN
4. Lenovo
5. Huawei
6. AliExpress
7. Haier
8. TEMU
9. OPPO
10. Hisense
11. TCL
12. Tencent
13. vivo
14. Chery
15. BYD
16. Anker
17. DJI
18. MiHoYo
19. OnePlus
20. Kuaishou
21. realme
22. GWM
23. TP-LINK
24. HONOR
25. Lynk & Co
26. MAXUS
27. Insta360
28. WORX
29. Lilith
30. Century Games
31. JAC
32. Roborock
33. CHANGAN
34. Geely
35. Midea
36. DiDi
37. POCO
38. ECOVACS
39. Trip.com
40. Magic Tavern
41. Habby
42. Tsingtao Beer
43. EcoFlow
44. Infinix
45. IGG
46. Kunlun
47. eufy
48. 37Games
49. NetEase Games
50. LightInTheBox

BCG: The most innovative Chinese companies

AI-Enhanced Automotive Assistants

NIO’s incorporation of AI through Microsoft Azure OpenAI service into its NOMI assistant is not just an upgrade—it’s a transformation.

NOMI now employs a car-specific version of GPT (Generative Pre-trained Transformer) to handle complex queries and provide intuitive, vehicle-specific information. This enables drivers to receive more accurate and relevant responses without diverting their attention from driving, enhancing safety and user experience.

The AI capabilities include personalized greetings, weather updates, and a new range of interactive features designed to optimize journey experiences by providing timely operational guidance for vehicle features.

For example, when asked, NOMI can now explain how to adjust mirrors or check tire pressure directly via the car’s display—tasks traditionally requiring manual lookup in user manuals.

Interactive Features and User Engagement

Beyond the basics, NOMI GPT introduces enhanced interactivity through a new FAQ feature that educates users about NOMI’s capabilities and preferences, personalizing the user experience further.

This feature allows users to engage in more natural conversations with their vehicle, asking about NOMI’s favorite music, games, or even its opinions on other AI systems.

Phased Rollout and Language Support

To ensure the best and safest user experience, NIO has begun a phased rollout of the NOMI GPT feature, starting from April 5, 2024.

The feature is initially available in English, German, and Norwegian, catering to NIO’s diverse European market. This strategic deployment underscores NIO’s commitment to accessibility and customer satisfaction through its leading over-the-air (OTA) update capabilities.

Implications for the Future

The integration of advanced AI into NIO’s vehicles is more than a mere enhancement; it’s a forward-looking move that signals the future direction of the automotive industry.

As articulated by NIO’s European Product Experience Director, Benjamin Steinmetz, the new AI features not only make the user’s journey more valuable but are also set to expand quickly, bringing exciting new functionalities with each update.

This development is not just about enhancing individual vehicles but about pushing the entire industry toward smarter, more interactive, and more intuitive automotive solutions.

The partnership between NIO and Microsoft, through the use of Azure and OpenAI technologies, exemplifies how collaborations between tech giants and automotive innovators can drive significant advancements.

Conclusion

The evolution of AI in vehicles through initiatives like NIO’s enhanced NOMI assistant demonstrates the potential for AI to transform everyday experiences and interactions with technology.

As these technologies mature and become more integrated into various aspects of driving and vehicle management, they pave the way for more connected, intelligent, and user-centric automotive environments.

This trend is set to continue, reshaping how we think about mobility and technology’s role in it, with China at the forefront of this technological revolution in the automotive sector.

Vehicle sales were RMB8,636.8 million (US$1,340.4 million) in Q3 2021, representing an increase of 102.4% from Q3 2020 and an increase of 9.2% from Q2 2021. The vehicle margin was 18.0%, compared with 14.5% in Q3 2020 and 20.3% in Q2 2021.

Total revenues were RMB9,805.3 million (US$1,521.8 million) in Q3 2021, representing an increase of 116.6% from Q3 2020 and an increase of 16.1% from Q2 2021.

Gross profit was RMB1,993.2 million (US$309.3 million) in Q3 2021, representing an increase of 240.3% from Q3 2020 and an increase of 26.6% from Q2 2021. The gross margin was 20.3%, compared with 12.9% in Q3 2020 and 18.6% in Q2 2021.

Loss from operations was RMB991.9 million (US$153.9 million) in Q3 2021, representing an increase of 4.9% from Q3 2020 and an increase of 29.9% from Q2 2021.

Excluding share-based compensation expenses, adjusted loss from operations (non-GAAP) was RMB726.3 million (US$112.7 million) in Q3 2021, representing a decrease of 19.0% from Q3 2020 and an increase of 41.9% from the second quarter of 2021.

Net loss was RMB835.3 million (US$129.6 million) in Q3 2021, representing a decrease of 20.2% from Q3 2020 and an increase of 42.3% from Q2 2021.

Excluding share-based compensation expenses, adjusted net loss (non-GAAP) was RMB 569.7 million (US$88.4 million) in Q3 2021, representing a decrease of 42.9% from Q3 2020 and an increase of 69.7% from Q2 2021.

Net loss attributable to NIO’s ordinary shareholders was RMB2,858.9 million (US$443.7 million) in Q3 2021, representing an increase of 140.7% from Q3 2020 and an increase of 333.6% from the Q2 2021.

In Q3 2021, NIO repurchased 1.418% equity interest in NIO China from a minority strategic investor for a total consideration of RMB2.5 billion and recorded an amount of RMB2,023.5 million (US$314.0 million) in accretion on redeemable non-controlling interests to redemption value.

Excluding share-based compensation expenses and accretion on redeemable non-controlling interests to redemption value, adjusted net loss attributable to NIO’s ordinary shareholders (non-GAAP) was RMB569.7 million (US$88.4 million).

Basic and diluted net loss per American Depositary Share (ADS)iii were both RMB1.82 (US$0.28) in the third quarter of 2021. Excluding share-based compensation expenses and accretion on redeemable non-controlling interests to redemption value, adjusted basic and diluted net loss per ADS (non-GAAP) were both RMB0.36 (US$0.06).

Cash and cash equivalents, restricted cash and short-term investment were RMB47.0 billion (US$7.3 billion).

Li Auto NEV deliveries

The Greater Bay Area is home to more top brands than any other region in China with 134 brands represented in the ranking.

The banking sector dominates with 85 brands accounting for 22% of total brand value in ranking, with ICBC once again crowned China’s most valuable brand.

Leading fight against health emergency, pharma sector sees greatest brand value increase, up staggering 123%. Leading the way as the sector’s most valuable brand is Sinopharm, which has recorded a 58% brand value increase to US$3.2 billion.

Retail is the second most valuable sector – with 17 brands featuring and accounting for 10% of the total brand value – and also the second-fastest-growing sector, recording a cumulative brand value growth of 54%.

The top four Chinese e-commerce brands – Taobao, Tmall, Alibaba.com, and JD.com – have all seen significant brand value growth. Taobao (brand value US$53.3 billion) and Tmall (brand value US$49.2 billion) have entered the top 10 for the first time following 44% and 60% brand value increases, respectively.

Alibaba.com’s brand value has been boosted by 108% to US$39.2 billion, simultaneously propelling the brand from 22nd to 13th – a result of a huge spike in demand. JD.com enjoyed an 82% brand value increase to US$23.5 billion, following a 30% rise in its annual shopper count.

Pinduoduo is the fastest growing brand in China, up 148% to US$6.3 billion and jumping 60 places in the ranking to 63rd. Read about Pinduoduo’s road to brand upgrade.

Perseverance of brands in investment and infrastructure development pays off – solid performances across real estate and engineering & construction sectors.

Media sector surges 33%.

• WeChat is China’s and the world’s strongest brand with a top score of 95.4 out of 100 and AAA+ brand strength rating.
• TikTok/Douyin (brand value US$18.7 billion), has taken the 24th spot as the highest new entrant.
• Bilibili up 106% to US$1.9 billion

Top 500 Chinese Brands in 2021

Members can download the list here (Excel; annual and CIW Premium subscribers).

Top Global Brands 2021

US and Chinese brands account for two-thirds of the total brand value of the world’s 500 most valuable brands, according to the latest report by Brand Finance – a brand valuation consultancy.

US brands boast a cumulative brand value of a staggering US$3.3 trillion, equating to 46% of the total brand value in the ranking. Chinese brands’ total brand value is US$1.4 trillion, equating to 20%.

Apple has overtaken Amazon and Google to reclaim the title of the world’s most valuable brand for the first time since 2016 with an impressive 87% brand value increase to US$263.4 billion and.

• Tesla leaves traditional auto marques behind with the fastest brand value growth in ranking, up 158%
  CBS is the fasting-falling brand in ranking, down 49%
• Airline and aerospace sectors account for 6 out of 10 fastest-falling brands in the ranking
• Hospitality suffers from travel and dining restrictions, as Marriott and Airbnb check out from ranking and Starbucks, McDonald’s, and KFC see brand values drop
• Mastercard’s Ajay Banga best among top 100 CEOs in Brand Finance Brand Guardianship Index 2021

Top 100 best Chinese brands, led by Alibaba and Tencent