Page 20 - BrandZ Top 100 Most Valuable Chinese Brands 2015

Part1 | Introduction-Highlights HIGHLIGHTS | Take Aways
EXPAND BRAND BUILDING INITIATIVES
9EXTEND BRANDS
As the Chinese market matures, brands face the opportunity – and sometimes the necessity
– to add new lines or enter
new categories. Whether taking this action proactively or in response to encroaching competition, Chinese brands have the ability to act nimbly in ways relevant to their consumers, and they should.
PURSUE
PREMIUMIZATION
Premium is no longer the exclusive realm of luxury brands. As Chinese consumers become more prosperous
and discriminating, there’s a segment of the market that is prepared to pay for products of greater perceived quality and difference. Meeting the needs of these consumers holds the potential for more sales and higher profit margins.
GO GLOBAL
For decades consumers have purchased products made in China and branded in the West. Chinese brands increasingly are earning recognition and profit for the brands they create.
The publicity surrounding
the Alibaba IPO (Initial Public Offering) widened the window of opportunity. Alibaba’s fame can help raise the profile of other Chinese brands, when they need to firmly establish themselves in overseas markets.
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TOP 100 Most Valuable Chinese Brands 2015
COLLABORATE
The rules of engagement are changing for all types of
brands: SOEs (State Owned Enterprise), MNCs (Multinational Corporations), and market-driven brands. The more market-driven economy and open policy forces SOEs to be consumer-responsive. MNCs are learning when to partner with Chinese brands to more rapidly penetrate China and when to retain the multinational brand name for its premium appeal. Meanwhile, market-driven Chinese brands across most categories, and especially in technology and retail, are among the world’s most valuable brands. Being a strong competitor in China’s changing economy sometimes means being strong enough to collaborate, when working together, rather than acting alone, creates a superior product or service.
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