Yang Yunfei

1017800664@qq.com

FIVE Shenzhen-based firms have made it onto a top ranking list of Chinese global brand builders jointly released by international market research firm Kantar and Google last week.

The Shenzhen-based tech giant Huawei Technologies climbed one spot to secure fifth place with a brand power score of 746 points, surpassing the e-commerce heavyweight AliExpress, which landed in sixth place with 723 points, as per the Kantar BrandZ 2024 Chinese Global Brand Builders report.

AliExpress had a score of 925 points in the previous year’s ranking, plummeting from its second-place position a year ago. ByteDance, TikTok’s parent company, emerged as the most successful Chinese global brand, scoring 2,791 points, an increase from 2,487 points in the 2023 ranking.

Xiaomi, a consumer electronics manufacturer, held onto second place.

However, the Beijing-based company, venturing into the country’s thriving yet competitive electric car market by launching its SU7 model in April, experienced a drop in brand points from 1,192 last year to 1,058 points this year.

Shenzhen-based Tencent Holdings maintained the 12th spot with a score of 479 points, witnessing an increment in its brand power score from 388 points in the 2023 ranking.

BYD Co., a leading manufacturer of new energy vehicles, including pure electric vehicles and plug-in hybrids, moved up seven spots from the previous year to claim the 15th position with 417 points.

Meanwhile, DJI Technology, another industry leader based in Shenzhen and the world’s largest recreational drone manufacturer, slipped one place from last year’s 16th to 17th with a score of 415. OnePlus secured the 19th position as the Shenzhen-based smartphone vendor amassed 360 points this year, as opposed to 344 points in the previous year, which ranked it at 15th place.

The Kantar BrandZ 2024 Chinese Global Brand Builders report, issued Thursday, shows that the overall brand strength of Chinese firms has increased 17% year on year from 18,035 points in the first half of 2023 to 21,150 this year.

The report highlights the resilience and growing global impact of Chinese brands. This marks the eighth annual report by Kantar and Google on global consumers’ perceptions of Chinese brands.

Utilizing a rigorous research methodology, the report integrates Kantar’s extensive database with Google’s comprehensive consumer surveys and search analytics to assess over 400 Chinese brands, ultimately identifying the top 50, according to Kantar.

The report provides an in-depth analysis of consumer perceptions and evaluations of Chinese brands across 15 categories after polling consumers from 11 international markets.