Insights
Insights
When we looked at the highest performers, we observed that there are five ways they’re continually reinventing themselves.
Local heroes fuel Chinese consumers' growing confidence
Chinese consumers are eager to support local brands that stand tall on the global stage. As Chinese companies increasingly demonstrate world-leading innovations, people and businesses alike are more confident and ambitious. And as appreciation of Chinese heritage continues to grow, one of the most striking findings in our Index is the surge of local brands.
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Huawei (#2) has long been a symbol of national pride and technological prowess. It has made great efforts to reinforce its brand, including unparalleled achievement in 5G technology and the introduction of Harmony, an operating system developed in China.
Huawei (#2) has long been a symbol of national pride and technological prowess. It has made great efforts to reinforce its brand, including unparalleled achievement in 5G technology and the introduction of Harmony, an operating system developed in China.
Li-Ning (#34) catapulted into the Top 50 this year, earning high scores for statements like “I trust” and “Has a set of values and beliefs that align with my own.” That follows the launch of Chinese Li-Ning, a new line that generated instant buzz at New York Fashion Week.
Li-Ning (#34) catapulted into the Top 50 this year, earning high scores for statements like “I trust” and “Has a set of values and beliefs that align with my own.” That follows the launch of Chinese Li-Ning, a new line that generated instant buzz at New York Fashion Week.
DJI (#4) camera drones are unrivaled. And this year, that innovation continues with the introduction of the Osmo Pocket, a portable camera. It’s one of the first Chinese brands to truly shine in international sales, and consumers love its reputation for pushing the status quo.
DJI (#4) camera drones are unrivaled. And this year, that innovation continues with the introduction of the Osmo Pocket, a portable camera. It’s one of the first Chinese brands to truly shine in international sales, and consumers love its reputation for pushing the status quo.
International brands with strong relevance continue to be embraced
Chinese consumers are as pragmatic as ever, attracted to brands that continue to deepen their role in the daily lives of consumers – even if they come from companies outside China. The products and services people find most relevant are those that are dependable, consistent and so helpful that consumers can’t imagine living without them. Those traits power companies like Android (#3), Intel (#9) and Microsoft (#12).
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IBM (#22) is soaring, driven by provocative innovation. Marketing that heralds a new brand purpose – “Let’s put smart to work” – dramatizes its commitment to the lives of ordinary Chinese, earning it high marks for “Lives up to its promises.”
IBM (#22) is soaring, driven by provocative innovation. Marketing that heralds a new brand purpose – “Let’s put smart to work” – dramatizes its commitment to the lives of ordinary Chinese, earning it high marks for “Lives up to its promises.”
Shell surged to 13th place, up from 47th in last year’s Index. The oil company has been deft in establishing joint ventures to expand its presence across the mainland. Shell now operates more than 1,500 gas stations, up from two hundred two years ago.
Shell surged to 13th place, up from 47th in last year’s Index. The oil company has been deft in establishing joint ventures to expand its presence across the mainland. Shell now operates more than 1,500 gas stations, up from two hundred two years ago.
Moving beyond technology to deliver unique, meaningful experiences
Between digital this, smart that, 5G, AI, VR, AR and IoT, there are hundreds of digital acronyms and buzzwords competing for attention every minute of every day. And Chinese consumers are very open to them, willing to put themselves on the bleeding edge of tech and devices. But the most admired brands are those that make new tech relevant by adding fun, convenience and practical benefits.
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Haier (#29) is committed to constantly finding new ways to make consumers’ lives easier. It established the world’s first 5G smart-home research and development center in March, and it’s expected to launch the first 5G smart-home solution this year.
Haier (#29) is committed to constantly finding new ways to make consumers’ lives easier. It established the world’s first 5G smart-home research and development center in March, and it’s expected to launch the first 5G smart-home solution this year.
Nio (#21) is investing in R&D to pioneer next-generation technology in autonomous driving and AI, working with 5G network connectivity. Consumers love it not just because it’s modern, in touch and pushes the status quo - they say it represents their values and beliefs.
Nio (#21) is investing in R&D to pioneer next-generation technology in autonomous driving and AI, working with 5G network connectivity. Consumers love it not just because it’s modern, in touch and pushes the status quo - they say it represents their values and beliefs.
Better access in lower-tier cities leads to more expansive opportunities
Lower-tier cities used to be regarded as less sophisticated. For many companies, winning with these consumers meant simply pushing what was popular in higher-tier cities. But as the internet and logistics have brought people from all over China closer, people in lower-tier cities are no longer trend followers. They have impressive purchasing power and set trends themselves. Brands that embrace that fresh mindset are gaining relevance.
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Dyson (#28) is a lifestyle brand viewed as highly innovative. Fueled by e-commerce, its sales have grown 118% in lower-tier cities, compared to 21% in Tier 1 cities. It’s dedication to innovation that crosses all boundaries greatly resonates with Chinese consumers.
Dyson (#28) is a lifestyle brand viewed as highly innovative. Fueled by e-commerce, its sales have grown 118% in lower-tier cities, compared to 21% in Tier 1 cities. It’s dedication to innovation that crosses all boundaries greatly resonates with Chinese consumers.
Hainan Airlines (#45) has deployed continental routes from Tier 2 airports to international destinations in recent years and knows connecting consumers to the world is key to its success.
Hainan Airlines (#45) has deployed continental routes from Tier 2 airports to international destinations in recent years and knows connecting consumers to the world is key to its success.
VIP kid (#27), an online oral English education platform, brings mothers all over China together with high-quality educational resources from North America.
VIP kid (#27), an online oral English education platform, brings mothers all over China together with high-quality educational resources from North America.
Engaging customers in meaningful, multi-dimensional ways
Successful brands know how to create customer experiences that matter to people. Many of the companies that dominate our Index artfully combine the physical and digital to create experiences that customers find remarkable and rewarding. These experiences allow brands to go beyond transactions and create deeper relationships with customers through offering discovery, entertainment, co-creation and engagement with friends and communities.
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Taobao (#36) holds an annual Maker Festival, a mega event that serves as a platform for storefronts to share concepts and products directly with consumers.
Taobao (#36) holds an annual Maker Festival, a mega event that serves as a platform for storefronts to share concepts and products directly with consumers.
In 2018, NetEase Cloud Music (#15) opened a new music-themed coffee shop with Luckin Coffee. And it introduced a sleep-themed hotel, partnering with the hotel chain Atour, building a unique experience that merged both music and lifestyle occasions.
In 2018, NetEase Cloud Music (#15) opened a new music-themed coffee shop with Luckin Coffee. And it introduced a sleep-themed hotel, partnering with the hotel chain Atour, building a unique experience that merged both music and lifestyle occasions.
Westin (#37) partnered with Keep, an online training app, to provide special training courses, satisfying business travelers’ demand for fitness and a healthier lifestyle right in hotel rooms.
Westin (#37) partnered with Keep, an online training app, to provide special training courses, satisfying business travelers’ demand for fitness and a healthier lifestyle right in hotel rooms.
Relevance can be achieved through different avenues.
The brands at the top rise in the rankings because their leaders deploy a variety of relevance-building tactics at their disposal—pulling the levers in various combinations.
They have a commitment to being purpose-led, curating experiences that differentiate and rise above the rest and empowering their employees to play a key part in their marketing strategy. They focus on innovation and learn and execute based on data-rich insights. These insights create the ideas that drive growth in both the near and long-term.
How can you drive growth and become relentlessly relevant?
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