消費行業報告文檔資料消費行業報告文檔資料ContentsWelcomeChinesebrandsstaythecourseDoreenWangKantarGreaterChinaPresident,GlobalChairofBrandZ

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03KantarBrandZTMTop50AnalysisandInsightsTopfiveinsights 53

05CategoryDeepDiveNavigatetothefutureMobilegaming:aimingforstarquality

7476AlookingglassintothefutureAnnabelLinManagingDirectorofGreaterChinaSolutionSpecialistsandAPACInternationalGrowthTeam,Google01WinningintheNewPhaseBrandsSeekOpportunitiesbyDeliveringUser-CentricExperiences02KantarBrandZTMTop50ChineseGlobalBrandBuildersKantarBrandZTMTop50ChineseGlobalBrandBuilders2021Top50BrandProfiles

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04EmergingMarketsBeckonGaininganedgeinemergingmarketsBythenumbersAwelcomechallengeforChinesebrands

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Contentapps:leveragingmaturebusinessmodelstosucceedinnewmarketsOnlinefastfashion:userscomefirstConsumerelectronics:goingfromprovidingproducttoempoweringpeople06TopTakeawaysGoBeyond07ResourcesMethodologyReportsandAppsandpoweredbyBrandZ?TheBrandZ?ChinaInsightsReportsBrandZ?BuildingBrandEquityBrandZTMPerspectivesOurBrandExperts

80869098104108ReportTeamandContributors KantarinChina 4|KantarBrandZTMTop50ChineseGlobalBrandBuilders2021 KantarBrandZTMTop50ChineseGlobalBrandBuilders2021 |5消費行業報告文檔資料WelcomeChinesebrandsstaythecourseDoreenWangKantarGreaterChinaPresident,GlobalChairofBrandZTM

ForthefirstfouryearsoftheTop50ChineseGlobalBrandBuilders,oneofthemaintasksweadvisedChinesecompaniestoundertakewastobuildstrong,resilient,andtrulyglobalbrands.WeurgedthemtotaketheirunmatchedlogisticsandinnovationcapabilitiesandusethemtocreateabrandpositioningthatmadethemMeaningful,Different,andSalient.Thispastyearhasservedasatestofthatadvice,andit’satestthatmanyChinesebrandspassedwithflyingcolors.MaintainmomentumInthefirstplace,theyprovedquitecommittedtokeepingtheirmomentumgoing.Althoughimpactedbythepandemic,theyshowedadeterminationtocontinuebrandingeffortsandgrowtheirbusinessesoverseas.Todoso,theymaintainedtheirinvestmentincommunicationsandinnovation.Chinesebrandscontinuedtopushintofast-growingemergingmarkets,bringingtothemthesamelevelofinsightandinnovationthattheyhavetothedevelopedworld.Theyarealsosustainingtheirmomentumthroughacommitmenttocustomer-centricity.Theseeffortsincludecloselymonitoringtheusageoftheirproductsandservices,trackinganychangesincustomersatisfaction,andmanagingbrandreputationsnotmerelyinthepresentbutalsoforthefuture.

GrowbyleveragingwhatyouknowChinesebrandsarealsotakingadvantageofthedeepexperiencetheyhaveintheirhomemarket.Inmanycases,theyhavedevelopedexcellentcustomerexperiencesandidentifieduser-centricbestpractices.Theyarenowmarryingthisexperiencewithkeyadvantagesinspeedandout-of-the-boxinnovation.ThebestChinesebrandsknowhowtogowellbeyondcustomerexpectations,bringingcustomers’benefitstheyonlyknowtheywantaftertheyarrive.Asaresult,theyhavebeenveryagileinthepastyear,movingfasttoquicklydelivernewexperiencestomeetnewchallenges.FromproductstoecosystemsFinally,Chinesebrandsarenotonlysellingproductsbutarealsodevelopinganecosystem-mindset.Theyaredeliveringtheirownproductsdirectlytoconsumersandinsomecasesservingascommerceplatformsintheirownright.Succeedinginbuildingecosystemsoverseasoftenmeanspartneringwithlocalgiantsandsometimesmultinationalcorporations,co-creatingcommerceplatformsthataremuchgreaterthanthesumoftheirparts.Thegoalisnotmerelytodevelopagreatreputationforproductsandservicesbuttolaythefoundationforanenduringpresenceandlong-termsuccess.

AbrightfutureFiveyearsintooursurveyoftheTop50ChineseGlobalBrandBuilders,wearehappilyseeinghardworkpayoff.Ratherthanretreatingduringthemostsignificanthealthandeconomicchallengeingenerations,thesebrandsarecontinuingtomoveforwardandusetheirstrengthstofindbetterwaystoservetheircustomers.Thankstoacommitmenttocontinuingtheirmomentum,awillingnesstoimplementChinesebestpracticesabroad,andanexpansionoftheirambitionstoecosystemsofvalue,weareseeingthemgainingnotmerelymarketsharebutalsotheloyaltyandadmirationofglobalconsumers.Ifyouneedatrustedpartnerforyourglobaljourney,feelfreetoreachouttoyourKantarorGooglecontacts,oremailGoogle’sAnnabelLinormyselfdirectly.Sincerely,DoreenWangKantarGreaterChinaPresident,GlobalChairofBrandZTM6|KantarBrandZTMTop50ChineseGlobalBrandBuilders2021-Welcome KantarBrandZTMTop50ChineseGlobalBrandBuilders2021-Welcome|7消費行業報告文檔資料AlookingglassintothefutureAnnabelLinManagingDirectorofGreaterChinaSolutionSpecialistsandAPACInternationalGrowthTeam,GoogleAtGoogle,wehavelongpartneredwith Duringthischallengingyear,wehave WhilemuchofthisreportwilldetailthetopChineseglobalbrandbuildersas largelyseenthoseeffortspayoff.The strategiesthathavemaintainedandtheyhavemadeincreasinglyconfident brandsthathavemadeastrongeffort sustainedbrandsoverthepastyear,weandsuccessfulstridesontotheworld toachieveaMeaningfullyDifferent shouldalsolookforwardtowhatcanstage.Alongtheway,wehavewatched positioninganddeliveruser-centric leadthemintothefuture.There,wefindthemmovefromshort-termsales experienceshavemanagedtostay threekeyareaswherebrandsshouldbestrategiestolong-termthinkingabout thecourseandincreasetheirtrust focusingandwhereGooglecanbeahowtobuildbrandsthatareableto andrelevancewithconsumersaround helpfulpartnerforgrowth.achievesustainable,qualitygrowth theglobe.andfindresilienceduringfinanciallystressedtimes.

DeeplyhumanThefirstishumanity.Morethanever,Chineseglobalbrandbuildersshowedtheirhumansidein2020.Duringthesechallengingtimes,theyhaveworkedhardtobenefitconsumerswithinitiativesthatareinlinewiththeircompanies’visionsandvalues.Moreandmore,theyareputtingtheircustomersfirstandseekingnewwaystomeetandexceedtheirexpectations.Thisuser-centricapproachisnotonlyvaluableforbuildingaffinitywithconsumersbutalsoforempoweringbrandstothinkbigandcomeupwithout-of-the-boxsolutions.Whenbrandstakeauser-centricapproach,theydon’tlimitthemselvestospecificproductsorcategories,butthinkinsteadabouthowtheycancreatevalueforconsumers.Thisisespeciallytruewhenitcomestotargetinglocalmarkets.Consumerstodayareincreasinglydemandingalocalizedexperiencethatrespondstotheiruniqueconditions,whethertheyarebandwidthconcerns,datacosts,ortheircountry’sorregion’sfavoriteKOLs.Googleisidentifyingthekeyinsightsthathelpbrandsmakeconnectionswithindividualconsumersandmeettheirexpectationswhiledeliveringproductsandservicesinawaythatfeelsnaturaltothem.TakingadvantageofChinesedynamismwithaglobalperspectiveThecurrentglobalmarketispresentingChinesebrandswithbothchallengesandopportunities.Someofthemhaveturnedtothesometimesoverlookedandunderservedemergingmarketstofindopportunities.Atthesametime,theyhavepivotedquicklytorespondtonewtrendsandlifestyles.Forexample,someonlinefastfashionbrandshaveaddedmoreyogaandleisureappareltotheirproductmixes,whiletransportationcompanieshavequicklyintroducedsafetymeasuresfordriversandpassengers.

It’simportanttonotethatthisdynamismisnoaccident.Chinesebrandshavealreadycreatedsuccessfulbusinessmodelsandgaineddeepexperienceinbothdomesticmarketsandaroundtheworld.Theyhaveauniqueadvantageintheirabilitytoinnovateandmovequickly.Andso,theyarenotonlythinkingabouttheirPlanA.TheyhavePlansB,C,andDatthesametime,whichenablesthemtochangecoursequicklyasnewsituations,likeCOVID-19,emerge.Tomaximizethisadvantage,GoogleisprovidinginsightsthatgiveChinesebrandsaglobalperspectiveonwhat’shappeninginindividualmarkets.Thishelpsthemmakeinformeddecisionsaboutdirectionsforinnovationanditeration,includingwhytheyshouldimprovetostayaheadofthegameandwhattheyshoulddotoremainrelevantinlocalcommunitiesaroundtheworld.AchievingqualitygrowthToday,weareseeingcompaniesmoveawayfromatotalrelianceonshort-terminvestmenttobuildingandsustainingtheirbrands.Thisishappeningbecausetheyhaveupgradedtheirvisionstooperateonaglobalscale.Havingalong-termvisionisakeybenefitforglobalbrandbuilders.Whentheythinklong-term,theyknowthatsuccessdoesn’tcomeovernight;ratheritrequiressustainedinvestment.Theyalsounderstandthattheyneedtodelivervaluetotheirconsumersbyinvestingintheircorecapabilitiesandstrengths.Forexample,wehaveseenChinesebrandsmakeinfrastructureimprovementsinordertobetterserveneedsinemergingmarkets.Googleishelpingitspartnersachievetheselong-termvisionsinavarietyofways.Wearehelpingthembuilduptheirbrandsthroughcontentandadvertising.Weareconnectingthemwithlike-mindedpeersatC-levelsummitswheretheycanshareadviceonnavigatingthechanginglandscape.Wearehelpingthemconnectwithanddeveloptalentinanenvironmentthatdemandsthebest.

Finally,wearehelpingthemstreamlinetheiroperationstounlockinvestmentandpotentialforgrowth.Chinesebrandsarelivingintimesofintensecompetitionaswellasgreatopportunity.Theyaresucceedingbyunitingmanufacturingandinnovationwithmodernbrandbuildingpracticestodeliveruser-centricbenefitsinglobalmarkets.Googleiscontributingtothatsuccessthroughtransformationeffortsthatspantheentirebusiness.Whetherit’stalent,operations,ororganizationalefficiency,wearehelpingourpartnerskeepupwithafast-changingworldandfindopportunitiesnotjusttosustaintheirbusinessesbuttoachievethequalitygrowththatwillservethemwellgoingforward.While2020wasadifficultyearinmanymarkets,itwasalsoayearinwhichwewereabletoreflectonwhathasgottenushere,recognizetherolethatglobalbrandbuildingisplayinginsustainingoursuccess,andlookforwardtoahopefullybrighterfuture.AnnabelLinManagingDirectorofGreaterChinaSolutionSpecialistsandAPACInternationalGrowthTeam,Google8|KantarBrandZTMTop50ChineseGlobalBrandBuilders2021-Welcome KantarBrandZTMTop50ChineseGlobalBrandBuilders2021-Welcome|9消費行業報告文檔資料WinningintheNewPhaseBrandsSeekOpportunitiesbyDeliveringUser-CentricExperiences消費行業報告文檔資料Navigatingastorm-tossedsea

BuildingonastrongfoundationTheTop50ChineseGlobalBrand Top50ChineseGlobalBrandBuilders-BuildersreportreachesamilestoneAwarenessandConsiderationinDevelopedMarketsthisyear.2021isthefifthyearGoogleandKantarhaveanalyzedChineseglobalbrands,andcertainlythemost 19.8%challengingofanythathascome before.In2020,theglobaleconomy15.4%14.9%shrankforthefirsttimeinoveradecade,falling3.5%.1Evenso,Chinesebrandsdidnotgive8.9% 9.2% 9.4%up.Inthefaceofglobaldisruption, 8.0%theTop50stayedalignedtotheircorevaluesandactivelypivotedtonewapproachesthatallowedthemtoexperienceacontinuedriseyear- 2018 2019 2020 over-yearinconsumerawarenessinthedevelopedmarketswesurveyed.2 Awareness ConsiderationSource:GoogleandBrandZ?ChineseGlobalBrandBuilders/KantarInternationalMonetaryFund,Jan2021./en/Publications/WEO/Issues/2021/01/26/2021-world-economic-outlook-updateSevendevelopedmarkets(theUS,UK,France,Germany,Spain,Australia,andJapan)

“MoreChinesebrandsarepayingattentiontotheirglobalstatusandwhatittakestobeaglobalbrand.”JanetTsai,GlobalLead,ChinaBrandPractice,OgilvyFormanytopChineseglobalbrandbuilders,2020wasatimeofintrospectionandreflection.Foryears,theyhadbeeneagerlyaccumulatingknowledgeandexperience.Whenthepandemicreseteverything,theysawachancetoreflectonthefoundationthey’dbuiltandmoveforwardinnewdirections.

Todothat,theyareleveragingacapabilitytheyhavedevelopedovertime.Foryearstheyhavebeenaccumulatingexperienceinusingtoolstotrackandunderstandtheirconsumers.Thishasgiventhemgoodknowledgeandinsightintowhatpeoplereallywantandneed—evenasthathasrapidlychangedunderthestressofCOVID-19.Thiswasespeciallyimportantaseachmarketchangedindifferentwaysthatrequiredanuancedresponse.Thefinalpieceofthepuzzleisthatinadditiontoidentifyingconsumerneeds,theyarealsoabletopivotquicklytomeetthem.Chinesebrandshavelongbeenknownforthespeedoftheirresponseandinnovation,andtheirwillingnesstomakechangestomeetnewcircumstances.Thathasneverbeenmoreusefulthaninthepresentmoment.Bymovingquicklyontherightstrategicinsights,Chinesebrandshavefoundwaystonotmerelysurvivebutgrowquicklyduringdisruptivetimes.

“Chinesebrandsareopentotrynewthings.Whenthepandemicsituationsarrived,Chinesebrandsrespondedfasterandtransformedthemselvestoturnthatsituationintoanopportunitytosurpasstheircompetition.”TonyLee,GroupHead,ChinaBrandAcceleratorCluster,Google12|KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter1 KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter1|13消費行業報告文檔資料Choosingtheroadlesstaken

Thewinningformula:QualityGrowth“WherebrandsformerlyusedtobeginsellingtheirproductsinEuropeandtheUnitedStates,beforebranchingoutintoothergeographics,nowadaystheyarefindinggreatsuccessinfocusingonlargebutrelativelyunderservedmarkets.”AnnabelLin,ManagingDirectorofGreaterChinaSolutionSpecialistsandAPACInternationalGrowthTeam,GoogleEmergingmarketsshowanotherareawhereChinesebrandsareexploringnewopportunities.Inrecentdecades,asmanyofthesemarketsrapidlygrowtheireconomies,Chinesebrandshavecapturedmarketsharebydeliveringauser-centricexperiencethatearnsconsumers’trust.Thathasrequiredthemtoleverageinsightandexperiencetomeettheuniqueinfrastructureneedsandconsumerpreferencesofeachmarket.

Asaresult,consumerinterestinChinesebrandsisrapidlygrowinginthesemarkets.Theyhaveseen,forexample,amassiveincreaseinGoogleandYouTubesearchvolume,includingaspikeof66%inthepastyearalone.Google&YouTubeSearchIndexGrowthforChineseGlobalBrandBuildersinFourEmergingMarkets(i.e.India,Indonesia,Mexico,andBrazil)+66%+60%+22%2017 2018 2019 2020Source:GoogleandBrandZ?ChineseGlobalBrandBuilders/KantarForthesereasons,wedecidedtoincludefouradditionalmarkets—India,Indonesia,Mexico,andBrazil—intherankingofChineseglobalbrandbuilders.Allfourofthesecountriesareshowingstrongpotentialforgrowth,makingthemgoodplacestodevelopbusinessesthatmeetconsumers’changingneeds.

RealGDPGrowthRatein2021(emergingmarketsanddevelopingeconomies,projected)India +11.5% +5.2%Mexico +4.3%Brazil +3.6%Sub-Saharan+3.2%AfricaMiddleEastand+3.0%CentralAsiaRussia +3.0%Source:IMF,WorldEconomicOutlook,January2021

“Qualitygrowthisastrategythatembracesprofitintheshorttermbutalsolaysasolidfoundationforfuturegrowththroughthedevelopmentofastrongbrand.”DoreenWang,KantarGreaterChinaPresident,GlobalChairofBrandZ

OneofthemostwelcomechangeswehaveobservedoverthefiveyearsofthisreportisthatChineseglobalbrandbuildershavecometorecognizetheimportanceofqualitygrowth.“DuringCOVID-19,companiesarestartingtounderstandtheimportanceofbuildingMeaningfulbrands,especiallyasbroadeningtheirsaleschannelsnolongerleadsautomaticallytoincreasedmarketshare.”JoyceLing,ChiefStrategyOfficer,GreaterChina,WundermanThompson

Topbrandbuildersunderstandiftheyonlypursueshort-termprofitability,theywilleventuallyhitaplateau,remainingstuckatabottleneckwhereeverycustomermustbewonagainandagain,leadingtostagnationandeventuallydecline.Strongbrandsinsteadbuildabaseofcustomerloyaltyandthengrowbykeepingtheirexistingcustomersandcontinuallyaddingnewones.Successfulbrandsarecertainlylookingforprofits,buttheyhavealsoplacedfuturerisksandchallengesfirmlyontheiragendas.Theyaresettingtheirsightsonlong-termgrowthbymeetingandexceedingpeople’sexpectationsandcreatingpositiveperceptionsintheirminds.Thepandemichasonlyhighlightedthevalueofthisapproach.Strongbrandsknowwhotheyare,whytheyexist,andwhattheymeaninthemindsoftheirconsumers.Asaresult,theyfinditmucheasiertoinnovateanddevelopnewservicesthatnotonlysupportpeopleintheirnewlifestylesbutalsofeelnaturalandfamiliartothem.Brandsthatembracequalitygrowthhavemovedonfrompurelytransactionalrelationshipswiththeircustomerstobecomingmeaningfulpartsoftheirlives.Thishasenabledthemtoretainloyaltyduringthesechallengingtimesandwillmakethemawelcomechoicewhenthenewnormalemerges.14|KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter1 KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter1|15消費行業報告文檔資料02KantarBrandZTMTop50ChineseGlobalBrandBuilders消費行業報告文檔資料KantarBrandZTMTop50ChineseGlobalBrandBuilders2021In2021,theTop50ChineseGlobalBrandBuildersrankingexpandsfromsevendevelopedmarketstoabroadercoveragethatincludes:India Indonesia Brazil MexicoWemadethischangeintherankinginordertopaintamorecomprehensivepictureoftheglobalpresenceoftopChinesebrands.Previously,therankingwasbasedondatafromsevendevelopedmarkets France Germany Spain Australia JapanIn2021,wehaveaddedIndia,Indonesia,Brazil,andMexicointotheBrandPowercalculationthatformsthebasisoftheranking.However,sincethismarksthefirsttimewe’veanalyzeddataonthosemarkets,theyear-over-yearcomparisonsinthisyear’sreportonlyrefertodevelopedmarkets.18|KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2 KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2|19消費行業報告文檔資料2020Rank1 Brand

Category

BrandPower

2020Rank1 Brand

Category

BrandPower

2020Rank1 Brand

Category

BrandPower

2020Rank1 Brand

Category

BrandPower 3 E-commerce 2064 1410 AlcoholicDrinks 740 2728 MobileGaming 3948 Banks 3282

4

ContentApps

2049

159

nes

2821

ConsumerElectronics

40N/A

Cars

3263

ConsumerElectronics

1993

1618

MobileGaming 642

2945

Cars

392

41N/A

HomeAppliances

3244

5

ConsumerElectronics

1714

SmartDevices

626

30N/A

TransportationApps

383

42N/A

AlcoholicDrinks 3085

2

ConsumerElectronics

1828

1822

HomeAppliances

574

31N/A

MobileGaming 378

4338

3046

ConsumerElectronics

1299

1923

MobileGaming 503

3241

Cars

372

4447

E-commerce 30478

6

2

HomeAppliancesHomeAppliances

1032

20172126

nesConsumerElectronics

479478

33303425

MobileGaming 372MobileGaming

452946N/A

MobileGaming 294ContentApps 2929

8

ConsumerElectronics

22N/A

MobileGaming 459

35N/A

MobileGaming 347

47N/A

E-commerce 1020

ConsumerElectronics

965

2315

Banks

456

3640

Cars

346

4844

E-commerce 290

OnlineFastFashion

901

2427

SmartDevices

453

37N/A

Cars

4935

ConsumerElectronics

2881216

MobileGaming 804

2531

ContentApps

434

3839

HomeAppliances

336

5042

273

ConsumerElectronics

793

2619

MobileGaming 423

The2021rankingcoversfouremergingmarkets(India,Indonesia,Brazil,andMexico)andsevendevelopedmarkets(theUS,UK,France,Germany,Spain,Australia,andJapan).Sincethe2020rankingisbasedonthedevelopedmarketsonly,thetworankingsarenotcomparableyear-over-year.TheBrandPowerevaluationofHaierisbasedonthedataofHaier’ssinglebrand,anddoesnotincludethedataofothersubbrandsofHaierGroup.20|KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2 KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2|21消費行業報告文檔資料Company:AlibabaGroupHoldingLtd.YearFormed:1999Headquarters:Hangzhou

Alibaba’smissionistomakeiteasytodobusinessanywhere.Itsbusinessesarecomprisedofcorecommerce,cloudcomputing,digitalmediaandentertainment,andinnovationinitiatives.TheAlibabaecosystemgeneratedRMB7.3trillioninGMVinthe12monthsendedJune30,2020.AsofJune30,2020,AlibabaGrouphadauserreachofover1billionglobalannualactiveconsumers,including807millionconsumersinChinaand194millionconsumersoutsideChina.2

3Company:HuaweiTechnologiesCo.,Ltd.YearFormed:1987Headquarters:Shenzhen

Foundedin1987,Huaweiisaleadingglobalproviderofinformationandcommunicationstechnology(ICT),infrastructureandsmartdevices.Withnearly194,000employees,thecompanyoperatesinmorethan170countriesandregions,servingmorethanthreebillionpeoplearoundtheworld.Inrecentyears,HuaweihasmaintaineditsfocusonICTinfrastructureandsmartdevices,whilecontinuingtoboosttheefficiencyandqualityofitsoperations.Duringthefirstthreequartersof2020,thecompanygeneratedCNY671.3billioninrevenue,ayear-over-yearincreaseof9.9%.4Company:BeijingByteDanceTechnologyCo.,Ltd.YearFormed:2012Headquarters:Beijing

ByteDanceisaglobaltechnologycompanyoperatingarangeofplatformsthatallowpeopleacrosslanguages,culturesandgeographiestocreate,discoverandconnect.Thecompanynowhasaportfolioofapplicationsavailableinover150marketsand75languages,includingTikTok,Helo,Douyin,Resso,Lark,Toutiao,andBaBe.

Company:XiaomiTechnologyCo.,Ltd.YearFormed:2010Headquarters:Beijing

FoundedinApril2010,XiaomiofferssmartphonesandsmarthardwareconnectedbyacoreIoTplatform.Thecompanyiscurrentlytheworld’sfourth-largestsmartphonebrand,anditsproductsarepresentinmorethan80countriesandregionsaroundtheworldandhavealeadingfootholdinmanyofthem.Inthethirdquarterof2020,XiaomiachievedRMB72.2billionintotalrevenue,anincreaseof34.8%overthepreviousyear.22|KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2 KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2|23消費行業報告文檔資料5Company:LenovoGroupLtd.YearFormed:1984Headquarters:Beijing

LenovoisaFortuneGlobal500companywithabout63,000employeesandcustomersin180marketsaroundtheworld.Itmanufacturesawiderangeofproducts,includingsmartphones,tablets,PCs,workstations,augmentedreality(AR)andvirtualreality(VR)devices,smarthomeandofficesolutions,anddatacentersolutions.Inthesecondquarterof2020,thecompanyachievedtotalrevenueof$14.5billion,up7%year-on-yearandwithallbusinessesshowingstronggrowth.Company:HisenseCo.,Ltd.YearFormed:1969Headquarters:Qingdao

HisenseisaleadingconsumerelectronicsmanufacturerandoneofthelargestTVmakersintheworld.Hisenseproductsareavailableinover130countriesandregions.Thecompanyhasalsocreated54overseascompaniesandoperates14high-endinternationalproductionfacilitiesinEurope,CentralAmericaandSouthAfrica,aswellas12researchanddevelopmentcentersaroundtheworld.6Company:OPPOMobileTelecommunicationsCorp.,Ltd.YearFormed:2004Headquarters:Dongguan

OPPObringstechnologyandaestheticstoglobalconsumersthroughsmartdevices,ColorOS,andInternetserviceslikeOPPOCloudandOPPO+.Thebrandhasapresenceinover40countriesandregions,includingsixresearchdivisions,fourR&Dcenters,andaLondon-basedGlobalDesignCenter,withover40,000employees.AccordingtoIDC,OPPO’ssmartphoneshipmentsandmarketsharebothincreasedyear-over-yearinthefourthquarterof2020.

8Company:HaierSmartHomeCo.,Ltd.YearFormed:1984Headquarters:Qingdao

AsoneofthesubsidiariesofHaierGroup,HaierSmartHomeCo.,Ltd.istheleaderofglobalsmarthomesolutions.HaierSmartHomehassevenglobalpremiumbrandssuchasHaier,Casarte,Leader,GEAppliances,Fisher&Paykel,AQUAandCandy,andtheworld’sfirstscenariobrandcountriesandregions,serving1billion+users’familiesaroundtheworld.IthasbeenlistedintheBRANDZTMGLOBALformanyyearsinarow,andhasbeentheworld’sNo.1homeappliancebrandofEuromonitorInternationalfor12consecutiveyears.24|KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2 KantarBrandZ?Top50ChineseGlobalBrandBuilders2021-Chapter2|25消費行業報告文檔資料9Company:OnePlusTechnologyCo.,Ltd.YearFormed:2013Headquarters:Shenzhen

OneofChina’smostrecognizablebrands,OnePlusmanufacturessmartphonesthataresoldinmorethan50countriesworldwide.Thecompanyemploysmorethan2,000peoplein26countries,withregionalhubsinShenzhen,NewYorkCity,BangaloreandLondon,aswellasR&DoperationsinIndiaandmainlandChina.By2020,theOnePlusCommunityhadover3.3Musersspanning5continents.Company:SHEINGroupLtd.YearFormed:2008Headquarters:Nanjing

SHEINisaninternationalB2C,fastfashione-commerceplatform.Thecompanyprimarilyfocusesonwomen’swearbutalsooffersshoes,bags,men’sapparel,children’sclothing,accessories,andotherfashionitems.Itsbusinessshipstomorethan220countriesandregionsaroundtheworld.SHEINhasnumerousgloballypositionedwarehousesandwebsitesthatshiptotheUnitedStates,Spain,France,Russia,Germany,Italy,AustraliaandtheMiddleEast.Company:vivoMobileCommunicationsCompany,Ltd.YearFormed:2009Headquarters:Dongguan

vivodevelopsandmanufacturessmartphonesandsmartphoneaccessories,whilealsoofferingsoftwareandonlineservices.Itcurrentlyhasover200millionusers,makingitoneofthefavoritebrandsofyoungpeoplearoundtheworld.vivooperatessixresearchanddevelopmentcentersandfourglobalmanufacturingcentersthatfocusondeliveringpremiumqualityproducts.

Company:TencentHoldingsLtd.YearFormed:1998Headquarters:Shenzhen

TencentisanInternet-basedtechnologyandculturalenterprise.Thecompanydevelopsanddeliversgame-changingproducts,includingWeixin/WeChatandQQ,whichconnectpeoplewithservices,fostercloserrelationshipsandcreatenewbusinessopportunities.Fromcomics,videos,gamesandanimationtomusic,literature,