Google and Kantar launched the Top 50 Kantar BrandZTM Chinese Global Brand Builders 2021 Ranking report in Shenzhen, China. The Top 50 Chinese Global Brand Builders report reached its fifth anniversary this year since Google and Kantar began to analyze Chinese global brands in 2017. In 2021, the ranking has added data from four emerging markets into the calculation, on top of seven developed markets covered in previous years (Australia, France, Germany, Japan, Spain, the United Kingdom and the United States).

Last year was certainly the most challenging for Chinese brands going overseas. In the face of global disruption, the Top 50 Chinese brands stayed aligned to their core values and actively pivoted to new approaches. By moving quickly on the right strategic insights, Chinese brands have found ways to not merely survive but grow quickly during disruptive times.

To measure consumer perception of Chinese brands outside of China, Google and Kantar created a four-step methodology that leverages BrandZTM analytics with Google’s online reach and data gathering capabilities. This year’s research surveyed more than 860,000 consumers in 11 markets. We compared 282 candidate Chinese brands across 15 categories with 1,380 non-Chinese brands in local markets to select the final Top 50 brands. But since the previous years’ ranking are based on the developed markets only, this year’s ranking is not comparable year-on-year.

Top five insights from this year’s ranking report

  • The strong survive and thrive
  • Stay-at-home brands rise
  • 10 new brands joining the ranking
  • Direct to consumer is a direct road to success
  • Be meaningful and different to increase perceived value

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