The full ranking of The BrandZ Top 50 Chinese Overseas Brand Builders 2019. (Photo/China Plus)
Chinese companies are gaining momentum
The growth of the ranking from inaugurating report's 30 brands in 2017 to this year's 50 brands is in part due to the rapid pace at which Chinese businesses are pursuing global expansion. Many of China's brands are championing President Xi Jinping's "Belt and Road Initiative", answering China's clarion call for a new era of globalization in what has been called the biggest development push in history.
The 2019 ranking covers 12 categories reflecting the breadth of business sectors in which Chinese brands are going, and thriving, overseas. Consumer electronics and mobile gaming account for almost half the Brand Power of the full Top 50 (34 percent and 14 percent of total Brand Power respectively), with home appliances and e-commerce the next biggest contributors contributing 11 percent and 10 percent.
Online fashion has seen the largest rise in Brand Power. Home appliances grew by 39 percent, e-commerce 30 percent, smart devices 20 percent, both banks/payment networks and consumer electronics by 17 percent, and mobile gaming by 11 percent. Cars fell 5 percent.
Chinese brands are at the forefront of innovation and its global brand-builders are helping to establish "Brand China" as innovative, cutting-edge and pioneering. China's insatiable appetite for new technology is fueling the growth of many brand categories and powering innovation at an incredible pace.