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March 28, 2018

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Tencent ranks as most valuable brand for 4th time

By Ding Yining | 00:01 UTC+8 March 28, 2018 | Print Edition

TENCENT has retained the title of China’s most valuable brand for the fourth time, valued at US$132.2 billion, according to the latest ranking of brand value.

The combined value of the top 100 brands in China jumped 23 percent to a total size of US$557.1 billion, the largest annual increase since “BrandZ Top 100 Most Valuable Chinese Brands” was first published in 2014.

Education, logistics and technology brands continue to gain in value as a result of the Chinese people’s pursuit of higher qualifications, e-commerce and urbanization of inland regions, the ranking said.

“The game is changing for brands that want to compete successfully in China,” said David Roth, CEO of Europe, the Middle East, Africa and Asia for WPP’s global retail practice. “The country’s leadership expects brands to pursue a higher purpose: one that improves the lives of Chinese people, helps drive greater economic equality and strengthens the nation.”

“Chinese consumers are also more sophisticated in their purchasing decisions and they’re responding to brands that grab their attention and meet their needs in relevant ways, with products and services that are both innovative and different,” he added.

Five logistics brands entered the top 100 ranking for the first time as courier services rose amid the e-commerce boom. SF Express ranked the highest at 11th.

Alibaba saw its brand value surge 53 percent from a year ago to US$88.6 billion.

Overall, the combined value of China’s top 100 brands climbed 80 percent over the past five years, outpacing the global average growth of 27 percent.

The fast shifting competitive landscape in China also saw some brands fall out of the top 100 rankings.

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