BrandZ Top 50 Most Valuable Chinese Brands 2012
13 December, 2011
NEW YORK —
Millward Brown today announces the 2012 BrandZ Top 50 Most Valuable Chinese Brands.
Commissioned by WPP and in its second year, the BrandZ Top 50 Most Valuable Chinese
Brands ranking is unique. Combining both financial data, from Bloomberg and Kantar
Worldpanel, as well as consumer opinion gathered from interviews with over 35,000 Chinese
consumers, the BrandZ China Top 50 is the most robust ranking of Chinese brands
Measured against the MSCI China Index over the past 14 months, the BrandZ China Top 50
Most Valuable Brands Portfolio has grown by 20 percent compared with a decline of 6
percent for the MSCI China Index.
Some of the trends emerging from the latest BrandZ study from WPP's Millward Brown include:
Rise of the brand
- China’s shift from maker to innovator
- the phenomenal rise of online and FMCG brands
- rising incomes and a rapidly expanding middle class
- consumers becoming increasingly brand-savvy
While the world’s economy has struggled in 2011, the value of the Top 50 Chinese brands
has grown by 16 percent to US $325 billion, representing more than five percent of the
Rising incomes have seen Chinese consumers becoming more informed and discerning
about brands. Trust is becoming a particularly important factor for brands in China, particular
FMCG brands, since Chinese consumers are willing to pay more for a brand that they trust.
As a result, brands in China have never been more important. Chinese brands have been
working hard in both lower- and higher-tier cities to establish their status more broadly in
China.Online and consumer brands drive growth
China Mobile, the world’s largest telecommunications provider with 600 million customers
using its services in 2011, retains the number one spot with a brand value of US $53,607
million. The remainder of the top five is dominated by banks – ICBC, Construction Bank of
China, Bank of China and Agricultural Bank of China.
FMCG brands have dominated in numbers and driven the growth of the Top 50 this year,
with cooking oil and rice producer Fulinmen growing by 138 percent, making it the second
fastest riser and dairy giant Mengniu increasing by 66 percent, edging up two places to
position 18. In fact, seven out of the 10 top risers are FMCG brands which include alcohol,
food & dairy, apparel, retail, pharmaceuticals and beer brands.
With an estimated 485 million people online and a highly dispersed population, the internet is
especially important in China and this is evident in this year’s ranking. Due to the rapid
growth in social media over the last year, China has now become the biggest social media
market in the world, which has presented challenges for advertisers, the government and
society. The web portal Sina has over 220 million subscribers sending 86 million messages
per day and is the top riser this year. Sina has increased by a remarkable 244 percent and
climbs 15 places in the ranking.
Baidu, the country’s biggest search engine, also madeit into the Top Risers with 67 percent
growth in brand value. Baidu’s efforts to build strong relationships with its customers has
helped it to become the top brand by Brand Contribution, which measures the proportion of
financial value that is driven purely by brand equity.
Three online brands have made their first appearance in the ranking this year. These are
Renren (social networking site), Ctrip (online travel site) and Sohu (internet portal). Chinese consumers becoming more brand savvy
Due to rising incomes and a more discerning Chinese consumer, the importance of ‘brand’ is
growing in China, and this is especially true in the FMCG sector since eight of the 10 brands
that achieved the top score for Brand Contribution are in the FMCG sector.
Adrian Gonzalez, CEO, Millward Brown Greater China, said, “The role of brands is growing
in China and the country’s increasingly sophisticated consumer is using them to make the
buying decisions they are making. China is rapidly evolving from maker to innovator, and this
year’s massive rise in new media brands is showcasing this change.
Many of the Top 50 brands have grown at remarkable rates this year, demonstrating the
enormous influence that Chinese brands exert and their potential impact on markets
worldwide.For more information please contact:
Miquet Humphryes, Millward Brown
Tel: +44 (0) 1926 826179
miquet.humphryes @millwardbrown.comAbout Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective
advertising, marketing communications, media and brand equity research. Through the use of
an integrated suite of validated research solutions — both qualitative and quantitative —
Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 54 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Dynamic Logic (the world leader in digital marketing effectiveness) and Firefly Millward Brown (a global qualitative research business). Millward Brown is part of Kantar, WPP's insight, information and consultancy group. About WPP
WPP is the world’s largest communications services group. Through its operating
companies, the Group provides a comprehensive range of advertising and marketing
services including advertising; media investment management; consumer insight; public
relations and public affairs; branding and identity; healthcare communications; direct, digital,
promotion and relationship marketing and specialist communications. The company employs
over 153,000 people (including associates) in 2,400 offices in 107 countries.