Market-Driven vs. SOE Brands

Market-driven brand value doubled, SOE value declined

The value of market-driven brands in the BrandZ™ Top 100 Most Valuable Chinese Brands increased 97 percent year-on-year, as China rebalanced and the government encouraged market competition.

The ecommerce giant Alibaba, whose IPO (Initial Public Offering) raised a record $25 billion, drove much of that brand value gain. Even without Alibaba, however, the value of market-driven brands rose 43.5 percent.

Meanwhile, the value of SOEs (State Owned Enterprises) declined 9 percent.

Market-driven brands now comprise 47 percent of the total value of the BrandZ™ China Top 100, up from 29 percent in 2014.


Market-driven brands rose 97% in value in 2015...

Market-driven brands almost doubled in value year-on-year, while the value of the SOEs (State Owned Enterprises) declined 9 percent.

… Market-driven brands comprise half the value of the Top 10…

Three market-driven technology brands – Tencent, Alibaba and Baidu – comprise almost half the value of the Top 10.

The SOE proportion of the China Top 100 total value declined to 53 percent from 71 percent a year ago.

Similarly, three market-driven technology brands – Tencent, Alibaba and Baidu – comprise almost half the value of the Top 10. In the 2014 BrandZ™ China Top 100, market-driven brands made up only about one-fifth of the Top 10 brand value.

Because of the value growth of these three market-driven brands, 70 percent of the total brand value of the BrandZ™ China Top 100 2015 is concentrated in the Top 10, which increased 28 percent year-on-year. The Top 10 also includes seven SOEs.

In addition, the combined value of just these three market-driven brands – Tencent, Alibaba and Baidu – produced over one-third of the total value of the BrandZ™ Top 100 Most Valuable Chinese Brands 2015.

Although the debut of Alibaba in the BrandZ™ China Top 100 influenced the sharp year-on-year rise in market-driven brand value, the value of market-driven brands has increased steadily over the past five years, while SOE brand value has fluctuated.

Between 2011 and 2015, market-driven brands in the BrandZ™ Top 50 Most Valuable Chinese Brands appreciated 278 percent in value. The brand value of SOEs grew just 6 percent.

This disparity illustrates a global trend reshaping many national economies as some technology brands – social networks, device manufacturers, and software and network providers – become as valuable as large cap financial and industrial corporations.

The difference in China is that these large cap corporations are government owned or controlled. Within this ownership structure, SOEs increasingly recognize the imperative of effective brand building for sustained success in China’s rapidly evolving economy.


… Market-driven brand value rose 278 percent in five years

Market-driven brands appreciated 278 percent in value from 2011 to 2015, while SOEs grew just 6 percent in brand value. Click to enlarge

BrandZ China Top 100 2015

BrandZ China 2015 Report Top 100 Report
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Top 100 Chart
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Press Release
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2015 BrandZ China Top 100 Infographic

BrandZ China 2015 Infographic


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