globeone Brand Snapshots - China

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Emerging Market Brands Survey
Brand snapshots – China
August 2013

2
Volvo
Interesting insights
Volvo is actively using social media channels to intensify relationships with its customers and is especially focusing
on customer feedback. Volvo’s social media team, for example, has been holding monthly chats on Twitter to learn
more about its customers. Its most recent Twitter chat focused on the brand’s marketing strategy, specifically asking
followers to react and send feedback on a series of early draft content and campaign elements.
of best-known
Chinese brands in
Germany
Source: globeone Emerging Market
Brands Survey
#1 96%
of German
consumers know
Volvo
Brands Survey (aided awareness)
Source: volvo.com
1927
AutomotiveIndustry
Gothenburg, SwedenHeadquarters
~ 47%Revenues abroad
Revenues € 35.7 billion (2011)
~ 98,200Employees
Founded

3
Lenovo
Since Lenovo acquired IBM’s personal computer business in 2005, the brand has become steadily more visible to
consumers in Western markets. Lenovo’s campaign “For those who do” aims at emphasizing all the different
possibilities Lenovo’s technology opens up. For its new “Ideapad Yoga ” series, Lenovo launched a large-scaled
advertising campaign including a commercial directed by Martin Campbell, the director of two James Bond movies.
of best-known
Chinese brands in
Germany
Brands Survey
#2 62%
of German
consumers know
Lenovo
1984
ElectronicsIndustry
Beijing, ChinaHeadquarters
~ 20,000Employees
Founded
Source: lenovo.com

4
Huawei
With the Ascend P6, Huawei launched the world’s slimmest smartphone in June 2013. For the first time, Huawei
invited to an exclusive launch event for its new flagship product, underscoring Huawei’s ambition to establish itself
as a stand-alone manufacturer and brand among consumers in mature markets. To achieve this goal within the next
five years, Huawei has committed 2% of its revenues to targeted brand building.
1988
ElectronicsIndustry
Shenzhen, ChinaHeadquarters
~ 140,000Employees
of best-known
Chinese brands in
Germany
Brands Survey
#3 44%
of German
consumers know
Huawei
Founded
Source: huawei.com

5
Air China
Air China leverages social media channels to raise brand awareness in Europe. In 2012, Air China Sweden launched
a Facebook check-in campaign as a social integration strategy. The airline created partnerships with popular Asian
restaurants in Sweden to act as ambassadors for Air China. Check-ins were then correlated with the most popular
restaurants. Each week, those with the highest number of check-ins were awarded with two tickets to Asia.
1988
AviationIndustry
Bejing, ChinaHeadquarters
~ 60,000Employees Source: airchina.com
of best-known
Chinese brands in
Germany
Brands Survey
#4 31%
of German
consumers know
Air China
Founded

6
Haier
Ranked 8 of most innovative companies in the world by the Boston Consulting Group in 2012, Haier continuously
tries to improve visibility for its brand in Western markets. Besides the marketing campaigns for its electronics and
white goods products, Haier is a sponsor in European football (e.g. in Italy, France, Spain & Germany) and also an
official partner of the National Basketball Association in North America.
Source: haier.com
of best-known
Chinese brands in
Germany
Brands Survey
#5 16%
of German
consumers know
Haier
1984
ElectronicsIndustry
Qingdao, ChinaHeadquarters
Revenues € 10 billion (2012)
~ 78,000Employees
Founded

7
Chery
State-owned automaker Chery produced its first car in 2001 and had its record year in 2007 selling 1 million
vehicles. Chery then decided to focus on higher market segments by offering high-quality cars. Today, the company
still suffers from this disastrous choice of strategy. Chery has not made profits since 2007 and has lost its market
share in the increasing competitive Chinese car market.
of best-known
Chinese brands in
Germany
Brands Survey
#6 13%
of German
consumers know
Chery
Source: cheryinternational.com
1997
AutomotiveIndustry
Wuhu, Anhui, ChinaHeadquarters
n/aRevenues abroad
Revenues € 30 million (2010)
~ 25,000Employees
Founded

8
Tsingtao
The Tsingtao brewery was founded in 1903 by German and British settlers in Qingdao. Today, Tsingtao is the
number one consumer product exported from China. The Tsingtao International Beer Festival in Qingdao, first held
in 1991, is an annual event that is used to raise brand awareness and celebrate the culture of beer in Qingdao with
Chinese and foreign visitors.
of best-known
Chinese brands in
Germany
Brands Survey
#7 13%
of German
consumers know
Tsingtao
Source: Tsingtao-beer.co.uk
1903
Food & BeverageIndustry
n/aRevenues abroad
~ 40,450Employees
Founded

9
Alibaba
The Alibaba Group offers business-to-business online marketplaces, retail and payment platforms, shopping search
engine and data-centric cloud computing services. In 2012, Alibaba handled sales of around € 130 billion, making
the platform handle more transactions than Amazon and Ebay combined. The company is expected to grow further
as the number of internet users is China is constantly growing.
Source: alibaba.com
of best-known
Chinese brands in
Germany
Brands Survey
#8 9%
of German
consumers know
Alibaba
1999
Internet servicesIndustry
Hangzhou, ChinaHeadquarters
n/aRevenues abroad
~ 24,000Employees
Founded

10
Yingli Solar
Yingli Solar is the world’s first fully vertically integrated photovoltaic manufacturer. It has become known to German
consumers mainly through it sponsorship in football. Especially its partnership with Germany’s FC Bayern München,
the winner of the 2013 Champions League, has increased international publicity. Yingli is also an official sponsor of
the 2014 FIFA World Cup in Brazil.
Source: yinglisolar.com
of best-known
Chinese brands in
Germany
Brands Survey
#9 8%
of German
consumers know
Yingli Solar
1998
EnergyIndustry
Baoding, ChinaHeadquarters
~ 16,000Employees
Founded

11
Peak
Peak is planning to open another 1,000 exclusive retail shops in the next two years next to its already existing 7,000
stores. In order to gain more awareness, Peak is investing in advertising and especially in sports sponsorships. Peak
strongly sponsors NBA fans interaction campaigns in China. Besides its NBA commitment, Peak also is the official
sponsor of the German national basketball team and the German basketball association.
of best-known
Chinese brands in
Germany
Brands Survey
#10 7%
of German
consumers know
Peak
Source: peaksport.net
1989
SportswearIndustry
Quanzhou, Fujian, ChinaHeadquarters
~ 3%Revenues abroad
~ 7,000Employees
Founded

12
Hainan Airlines
Hainan Airlines has earned a fine reputation in the international aviation industry. Skytrax lists it as one of only
seven 5-star airlines and names it the best airline of China. Hainan’s brand value is also quickly increasing: BrandZ
ranks the airline 41st in the Top 50 most valuable Chinese brands 2012, an increase of 23% compared to 2011.
Hainan continues to follow it’s strategy of fast expansion into international markets with its unique colorful planes.
of best-known
Chinese brands in
Germany
Brands Survey
#11 6%
of German
consumers know
Hainan Airlines
Source: global.hnair.com
1989
AviationIndustry
Haikou, ChinaHeadquarters
n/aRevenues abroad
~ 9,7000Employees
Founded

13
Baidu
Baidu is one of the global top 5 internet search engines and holds a market share in desktop share around 80% in
China. It recently acquired a smartphone apps distributor to strengthen its activities in the mobile search segment.
Additionally, Baidu targets European firms looking for business and an increase in brand awareness in China. As
part of Baidu’s internationalization strategy, it started to sell a Baidu mobile phone in Egyptian market.
Source: Baidu.com
of best-known
Chinese brands in
Germany
Brands Survey
#12 6%
of German
consumers know
Baidu
2000
n/aRevenues abroad
~ 21,800Employees
Founded

14
Qoros
Qoros is a new and independent car company, aiming at a young and urban target group in China. However, it is
also aiming at becoming the first Chinese car brand to break into Europe. A first important step was featuring its
Qoros 3 sedan at the 2013 Geneva Motor show. The biggest challenge will be overcoming the deeply-rooted
stigmas against automobiles “Made in China” among European consumers.
of best-known
Chinese brands in
Germany
Brands Survey
#13 5%
of German
consumers know
Qoros
Source: qorosauto.com
2007
AutomotiveIndustry
Shanghai, ChinaHeadquarters
n/aRevenues abroad
Revenues n/a
~ 1,200Employees
Founded

15
Geely
Geely became known to many European consumers when it acquired the Swedish automaker Volvo. Geely then
made the headlines of European newspapers when it took over the struggling London Taxi Company, the producer
of London’s iconic cabs. Besides these acquisitions, Geely also boosted its awareness among European consumers
by its appearances in recent European auto shows.
Source: geely.com
of best-known
Chinese brands in
Germany
Brands Survey
#14 4%
of German
consumers know
Geely
1986
AutomotiveIndustry
Hangzhou, ChinaHeadquarters
n/aRevenues abroad
~ 18,000Employees
Founded

16
Hisense
Hisense is a white goods and electronics manufacturer that is focusing its marketing activities on getting away from
its budget and low-quality image in Western markets. Therefore, Hisense emphasizes its technology-driven values
in its overall communication and at key trade shows. Additionally, the company uses comprehensive sponsorships
to position the brand – resulting for example in a Hisense-branded flag put up atop the Mount Everest.
of best-known
Chinese brands in
Germany
Brands Survey
#15 4%
of German
consumers know
Hisense
Source: hisense.com
1969
ElectronicsIndustry
Revenues € 10 billion (2012)
~ 60,000Employees
Founded

17
WeChat
Developed by Tencent in 2011, WeChat has already attracted over 300 million users, of that 40 million outside
China . The company is planning to take WeChat global and is therefore opening an office in the US this year. The
design of its user interface aims at looking and feeling like an international platform and thus tries not to alienate
any demographics
Note: WeChat is part Tencent, revenues for WeChat are not stated separately.
of best-known
Chinese brands in
Germany
Brands Survey
#16 4%
of German
consumers know
WeChat
Source: wechat.com
2011
n/aRevenues abroad
Revenues n/a
~ 24,649Employees
Founded

18
Li-Ning
Although Li-Ning was no official sponsor during the 2008 Summer Olympics, the brand managed to get
considerable international attention: as former Chinese Olympic gymnast, the company’s founder Li Ning lit the
Olympic torch and people around the globe learned about his company as well. In order to raise brand awareness,
Li-Ning sponsors various sports teams and athletes, with NBA star Dwyane Wade being the most popular one.
Source: lining.com
of best-known
Chinese brands in
Germany
Brands Survey
#17 3%
of German
consumers know
Li-Ning
1990
Sporting goodsIndustry
~ 2%Revenues abroad
Revenues 842.5 million (2012)
n/aEmployees
Founded

19
Midea
According to Forbes, Midea ranks second worldwide in sales of household appliances and is the sixth most valuable
brand in China. Midea’s aim is to become an international player with a multi-brand strategy and a brand-based
category presence. One of the company’s main objectives for its brands is to be close to the customer, innovative
and responding to customer needs in a flexible and rapid manner.
of best-known
Chinese brands in
Germany
Brands Survey
#18 3%
of German
consumers know
Midea
Source: global.midea.com.cn
1968
Electrical appliancesIndustry
Shunde, Guangdong, ChinaHeadquarters
n/aRevenues abroad
~ 150,000Employees
Founded

20
BYD
BYD has focused on strengthening its brand image and improving product quality. It is also aiming at adding
another 120 sales outlets to its network this year. The Chinese car brand wants to be known as a high-tech green
company that produces electric vehicles and high-tech storage batteries. As part of its strategy, the brand delivered
300 electric taxis to the 2011 International Universiade Games in Shenzhen, China.
of best-known
Chinese brands in
Germany
Brands Survey
#19 2%
of German
consumers know
BYD
Source: byd.com
1995
AutomotiveIndustry
n/aRevenues abroad
~ 150,000Employees
Founded

21
Tencent QQ
Tencent QQ is an instant messenger developed by Chinese internet giant Tencent, the third biggest web company
on earth. With over 700 million users, Tencent QQ is the world’s largest online community. For its international
expansion, Tencent launched an English version of Tencent QQ and partnered with local companies in different
markets like India, Vietnam and the US.
Source: tencent.com
of best-known
Chinese brands in
Germany
Brands Survey
#20 2%
of German
consumers know
Tencent QQ
1998
n/aRevenues abroad
~ 24,649Employees
Founded

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globeone Brand Snapshots - China

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