Les marques chinoises prennent du poids

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

Comments

[williamsuissa]

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]

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.