Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: TheDrum
China brands catering to the urban middle class have posted impressive performances, with technology and retail jumping 16% to $163.7b and 22% to $74.2b respectively, according to BrandZ Top 100 Most Valuable Chinese Brands report.
Education and travel agencies showed the fastest growth, surging 46%, but still pales in dollar amount to technology and retail sectors.
Overall, the top 100 most valuable Chinese brands have grown 6% to hit $557.1b in brand value, with technology, banks and telecom providers leading the brand value contribution. Tencent continues its reign as China’s most valuable brand, rising 29% to $106b.
Technology brands continue to lead the pack, as three technology brands were in the Top 20 Risers listing, reflecting the centrality and advanced adoption of technology in Chinese life.
Sina (61st), a web portal, and NetEase (31st), online and mobile game maker, were the two other technology brands in the Top 20 Risers listing besides Tencent. Sina’s brand value surged 43% to $900m while NetEase jumped 36% to $2.6b.
Sectors dependent on traditional economy have seen a decline in brand value, with sectors like banks, insurance, and oil and gas seeing a 6% drop in value. There are exceptions to this trend, as alcohol, food and dairy sectors’ marketing activities by individual brands helped curtail the sectors decline.
China brands continue their long march overseas, with many top technology brands deriving a significant proportion of their revenues from sales abroad. Lenovo, which was named best brand at building global awareness in another BrandZ report , had the heaviest export-focus, with 72% of revenues gained from overseas. Huawei and ZTE where next with 58% and 47% of their revenue derived from outside China respectively.
Global perceptions of Chinese brands are changing according to the report, and will continue as Chinese brands seek to boost overseas growth via organic expansion, acquisition and marketing activity.