Les marques chinoises prennent du poids

Publié le par william suissa

On parle beaucoup de Coca-cola, mcdonald's, carrefour, mais se soucient-ont des marques chinoises, des privées je veux dire. Pas tellement, et pourtant, elles tentent de redéfinir le paysage chinois et de s'exporter à l'international. J'avais parler de Haieur en Afrique, mais il n'y a pas que ça, prenons seulement l'exemple de Lenovo qui rachète la branche informatique d'IBM. Bien qu'aucune marque chinoise apparaisse dans le top 100 mondial, la Chine est dans la place et prends du poids chaque jour !
Voici les entreprises qu'il faut scruter de plus près :

Rank Brand Brand Value US$m % of Market Cap Industry Head Office
1 Huawei 3,640 14% telecom Guangdong
2 Ping An 3,180 7% financial services Guangdong
3 Wahaha 1,870 24% beverages Zhejiang
4 Suning 1,620 25% retailer Jiangsu
5 Mengniu 1,330 30% beverages Inner Mongolia
6 Haier 1,300 29% consumer electronics Shandong
7 GoMe 1,210 25% retailer Beijing
8 Minsheng Bank 1,010 6% financial services Beijing
9 Li-ning 940 40% apparel Beijing
10 QQ 810 14% internet services Guangdong
11 Lenovo 790 25% computer Beijing
12 Alibaba 700 14% internet services Zhejiang
13 Country Garden 650 6% real estate Guangdong
14 ZTE 580 10% telecom Guangdong
15 Midea 530 23% consumer electronics Guangdong
16 Synear 490 30% food Henan
17 Changyu 420 13% alcohol Shandong
17 Huiyuan 420 24% beverages Beijing
19 Yurun 400 23% food Jiangsu
20 TCL 390 23% consumer electronics Guangdong
20 Bosideng 390 30% apparel Jiangsu
22 Baidu 340 15% internet services Beijing
23 Shimao 300 4% real estate Shanghai
23 R&F 300 4% real estate Guangdong
25 NetEase 260 12% internet services Beijing
25 Sina 260 14% internet services Beijing
27 Hengda 250 5% real estate Guangdong
28 Jinluo 230 20% food Shandong
28 Focus Media 230 6% Media Shanghai
28 Ztgame 230 6% internet services Shanghai
31 BYD 220 8% Telecom Guangdong
32 Metersbonwe 210 32% apparel Shanghai
32 Strong 210 27% food Guangdong
34 Agile 200 5% real estate Guangdong
35 Ctrip 170 8% internet services Shanghai
36 Goodbaby 160 20% Baby Carriage Jiangsu
36 Youngor 160 28% apparel Zhejiang
38 Jnc 140 15% alcohol Sichuan
39 Hopson 130 4% real estate Guangdong
39 Jinliufu 130 13% alcohol Beijing
39 Galanz 130 17% consumer electronics Guangdong
42 Great Wall 120 9% Auto Hebei
42 Tiens 120 10% Health products Tianjin
42 Shanda 120 6% internet services Shanghai
42 Septwolves 120 28% apparel Fujian
46 Wumart 100 10% retailer Beijing
46 Greenland 100 4% real estate Shanghai
46 UFIDA 100 9% software Beijing
46 UTStarcom 100 10% telecom Beijing
46 South Beauty 100 40% Catering Beijing

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En revanche, les marques de luxe restent étrangères. Non, mais !
Top Ten Luxury Brands

1 BMW
2 Louis Vuitton
3 Mercedes-Benz
4 Rolex
5 Giorgio Armani
6 Ferrari
7 Rolls-Royce
8 Bentley
9 Cartier
10 Vacheron Constantin

Source: Hurun Report 2007

Publié dans les marques en chine

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Commenter cet article

williamsuissa 23/05/2007 15:51

methodology:

The ‘Hurun Report 2007 Most Valuable Chinese Brands’ measures the brand equity of China’s top fifty brands. Hurun Report’s ranking takes into account a combination of financial data – to calculate the present value of the earnings that the brand is expected to generate in the future – and consumer research. It is the first ranking to include both listed and non-listed companies. As part of its continued focus into China’s private sector, Hurun Report expanded its research to produce a list of the fifty Most Valuable Privately-Held Chinese Brands, brands that have been built up without the strong background of the government.

Consumer perception of a brand is a key input in determining brand value because brands are a combination of business performance, product delivery, clarity of positioning, and leadership. Hurun Report measured consumer perception by a combination of an online survey of 709 Chinese consumers’ brand preferences carried out by GMI, a global market research software company, and the number of times a brand was searched for on Baidu, the leading Chinese language Internet search provider, over a nine month period between June 30, 2006 and April 18, 2007. Hurun Report ranked the average of the results of these two consumer surveys on a basis of 5 (high brand recognition) to 1 (least recognition).

As the distribution networks of companies mature, so the equity of a brand begins to come into its own. In a market with a “middle-class” – earning at least US$2,500 per year – of between one hundred and three hundred million people, a figure that is expected to grow to between 400 and 600 million people by 2015, expect to see the value of these Chinese brands continue to grow in leaps and bounds.

baptiste 23/05/2007 14:34

Interessant,

Sais tu comment s apprecie la brand value ? Au debut je pensais que le classement prennait en compte la capitalisation boursier ou se genre d indice mais non.