As AI reshapes consumer decision-making and confidence returns across international markets, Chinese brands are entering a new era of global growth.
Kantar’s 2026 Chinese Global Brand Builders Report reveals how the world's leading Chinese brands, including TikTok, Xiaomi, Haier and BYD, are evolving from product exporters into globally recognised brands that create value through innovation, deep localisation and intelligent growth strategies.
Drawing on consumer insights from 11 global markets, the report highlights emerging growth opportunities, changing consumer behaviour, and the role of brand equity in winning both consumer and AI trust.
Read the report for actionable guidance on building stronger brands, deeper customer relationships and long-term growth.
Uncover the strategies behind the Top 50 Chinese Global Brand Builders and the forces transforming global brand growth
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Although impacted by the pandemic, Chinese brands are continuing to invest in marketing and brand-building to expand their footprint overseas. The study shows that top Chinese brands have collectively achieved a 6% rise in brand awareness in developed markets included in the study.
Brands from an extensive range of business sectors, targeting highly varied consumer groups have all achieved steady growth. Bytedance leads the ranking at number one, with SHEIN and Anker amongst the strongest performers. Eight brands enter the Top 50 for the first time, including consumer electronics leader, TP-Link, and mobile gaming brand, Century Games.
Read more about the Top 50 Chinese brands increasing their market share and value overseas in the new report.
Kantar BrandZ Chinese Global Brand Builders Report 2021
In collaboration with Google, the Kantar BrandZ Top 50 Chinese Brand Builders 2021 report takes an in-depth look at the Chinese brands that are making an impact with consumers in international markets and provides insights on how Chinese companies can successfully build their brands on a global scale.
Although impacted by the pandemic, Chinese brands have continued investing in brand-building to grow their businesses overseas. The study shows that top Chinese brands have experienced a continued rise in brand awareness in developed markets included in the study.
The 2021 ranking has expanded to include four emerging markets – India, Indonesia, Mexico and Brazil – where consumer interest in Chinese brands is rapidly growing, and more Chinese brands are beginning to find new opportunities.
Download the Kantar BrandZ Top 50 Chinese Brand Builders 2021 report
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Frequently Asked Questions
What is the Kantar BrandZ Chinese Global Brand Builders Report?
The Kantar BrandZ Chinese Global Brand Builders Report is an annual study that ranks the world's strongest Chinese brands operating internationally and explores the trends shaping global brand growth. The 2026 report analyses brand equity, consumer attitudes and market dynamics across 11 international markets and 15 categories.
What are the key findings from the 2026 Chinese Global Brand Builders Report?
The report finds that Chinese brands are entering a new phase of growth driven by brand equity rather than manufacturing and cost advantages alone. As consumer confidence recovers and AI transforms brand discovery, the strongest brands are succeeding through continuous innovation, deep localisation and intelligent transformation.
Why is brand equity becoming more important for global growth?
According to Kantar BrandZ research, brands remain among the most resilient business assets during periods of economic uncertainty, inflation and technological disruption. Strong brand equity helps businesses drive demand and sustain growth over time.
How is AI changing consumer decision-making?
AI is becoming an increasingly important part of the purchase journey. The report shows that 82% of adults globally have used an AI assistant in the last six months, while 74% of AI users rely on AI-generated recommendations daily or weekly. This means brands must increasingly win the trust of both consumers and AI systems.
What does AI mean for brand marketers and CMOs?
The report highlights that future growth will depend not only on being visible to consumers but also being recognised and recommended by AI assistants and recommendation systems. Brands that are Meaningful, Different and Salient are more likely to be chosen by consumers and recommended by AI.
What is Meaningful Difference in brand building?
Meaningful Difference is a core Kantar BrandZ concept. It describes brands that meet consumer needs in relevant ways while standing apart from competitors. Research consistently shows that brands with stronger Meaningful Difference grow faster and create more long-term value.
Which Chinese brands are leading global growth in 2026?
The top positions in the 2026 ranking are held by TikTok, Xiaomi, SHEIN, Lenovo and Huawei. The report analyses how these brands are building global relevance, trust and consumer preference across international markets.
What can CMOs learn from the world's leading Chinese brands?
The strongest performers share three common characteristics: they invest in continuous innovation, build locally relevant experiences and use intelligence and data to strengthen customer relationships at scale. These principles are increasingly important for any brand seeking sustainable growth.
Why is localisation critical for global brand success?
The report finds that successful global brands combine a consistent global identity with products, experiences and communications tailored to local consumer needs. Strong localisation helps brands build trust, relevance and long-term preference.
Are consumers becoming more open to new brands?
Yes. Compared with previous years, consumers are increasingly willing to explore unfamiliar brands that offer better value, experiences or emotional connections. This shift creates significant opportunities for challenger and growth brands seeking market share.
What are the most important drivers of global brand growth?
The report identifies three key growth accelerators:
- Predispose more people to choose your brand
- Be more present wherever decisions are made
- Find new spaces for growth across audiences, categories and occasions
These principles remain relevant even as AI reshapes discovery and purchase journeys.
What is the future of Chinese global brands?
The future belongs to brands that move beyond exporting products to building trusted, differentiated and culturally relevant global brands. The report concludes that innovation, localisation and intelligent decision-making will define the next generation of global market leaders.