Mobile heats category growth and competition
The numbers tell much of the story. Of China’s brands enjoy great opportunity and face significant competition.
The dominant brands in search, social media, and e-commerce both reinforced their core specialties and developed or acquired complementary competencies to create branded “ecosystems.” They depended on large and growing audiences to generate revenue from fees and advertising.
Sina and Alibaba formed a partnership to enable users to move seamlessly between social media and e-commerce. The search engine Baidu signed a deal to purchase a mobile app store. Tencent, the social media site often compared with Facebook and Twitter, focused on WeChat, its free app for voice, video, photo and text. Tencent increased 68 percent in brand value.
Lenovo, China’s most global brand, with 57 percent of revenue from overseas sales, experienced initial success broadening into mobile devices from its base as a leading PC maker. The value of the technology category increased 28 percent.