The BrandZ™ Top 50 Most Valuable Chinese Brands 2013 experienced a 1.6 percent decline in brand value to US$320.2 billion, the first decline in the three years that the study has been conducted.
The decline resulted primarily from pressure on revenue and profits, the financial components of the brand value equation. They decreased mostly because of the slowdown in the rate of growth of China's economy.
Brand Contribution actually increased. Brand Contribution is the component of brand value driven by brand alone stripped of any other factors, such as financial performance. (Please see Methodology).
Of the Top 50 Most Valuable Chinese Brands, 14 increased in value, 30 declined and two remained unchanged. In addition, four newcomers joined the Top 50 ranking.
Three categories appreciated in brand value. Technology rose 35 percent, followed by the traditional Chinese liquor baijiu, up 19 percent, and beer, with a 17 percent increase.
Two of the brands that appreciated most in brand value were in the technology category. Social media leader Tencent led the Top Riser ranking with 60 percent growth in brand value. Baidu, the search engine, was fourth in brand value rise with 40 percent appreciation.
Apparel brand Septwolves was the Number 2 Top Riser, with 44 percent growth in brand value, followed by Moutai, the traditional Chinese baijiu alcohol, at 42 percent.
Privately held companies comprised around 27 percent of the China BrandZ™ Top 50 total brand value in 2013, up from 22 percent in 2011. In contrast, the portion of total value attributed to State Owned Enterprises (SOEs) decreased somewhat to 74 percent from 78 percent.