By Lara O’Reilly
Chinese brands are becoming increasingly popular overseas, with western consumers increasingly looking to the country’s companies for the newest product innovations.
While many huge Chinese brands are unknown outside of China, several are now competitive on the world’s stage.
On Tuesday, the first “BrandZ Top 30 Chinese Global Brand Builders” report was released by advertising holding company WPP, its research firm Kantar Millward Brown, and Google, ranking the most powerful Chinese export brands.
The ranking was based on each company’s “BrandZ” measure of consumers’ predisposition to choose a particular brand — taking into account how meaningful, different, and salient each brand is — plus research conducted in September 2016 using Google Surveys. The median Brand Power score of the 167 brands analyzed was 85.
Scroll down to see the 10 Chinese brands that have most successfully established themselves overseas.
10. Hisense. Brand Power Score: 482. A Chinese multinational brand that makes white goods and electronics like TVs and tablets. It exports to 130 countries and around 30% of the company’s revenue comes from overseas.
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9. Cheetah Mobile. Brand Power Score: 498. This 7-year-old company is best-known for its free mobile security software, including Battery Doctor, Clean Master, and CM Security. It has more than 634 million monthly active users worldwide and derives most of its revenue from advertising.
8. Anker. Brand Power Score: 501. This Changsha-based company manufactures electronic accessories like headphones, USB cables, and portable chargers. It sells its products in more than 30 countries.
7. Haier. Brand Power Score: 572. Haier makes large appliances such as refrigerators, washing machines, and dishwashers. Its products are sold in more than 100 countries and its overseas sales account more more than a quarter of its revenues. Last year, Haier acquired GE’s appliance division, which will significantly increase its market share in the US.
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6. Air China. Brand Power Score: 709. The largest Chinese airline, Air China operates on more than 377 routes, 98 of those international. Its overseas business generates around 30% of the company’s revenue.
5. Xiaomi. Brand Power Score: 716. Xiaomi makes smartphones and a range of consumer electronics like fitness bands and TVs. In 2014 it became the most valuable technology startup.
4. Elex Tech. Brand Power Score: 923. You may not have heard of the company, but you may have heard of the most popular mobile game it produces: “Clash of Kings”. Elex has more than 50 million users across 40 countries.
3. Alibaba. Brand Power Score: 1,047. Alibaba is the Chinese ecommerce giant founded by Jack Ma. This month, Ma met with President-elect Donald Trump and discussed plans to create 1 million US jobs by allowing small businesses to sell to China through the company’s platform.
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1. Lenovo. Brand Power Score: 1,682. Lenovo makes PCs, smartphones, tablets, and smart TVs. The company acquired IBM’s PC division in 2005 and Motorola Mobility in 2014, helping expand its presence in the west. Now, more than 70% of its revenue comes from overseas.