2024年全球化品牌地域分布分析报告（英）

GEOGRAPHICANALYSIS 2024 CHINESEBRANDSGOINGGLOBAL ABOUTTHISREPORT May2024 X GEOGRAPHICANALYSISOFCHINA’SGLOBALBRANDS BuildingonTotem’s2024“Chinesebrandsgoingglobal”report,MeltwaterandTotemcollaboratedonthisdetailedgeographicanalysis. TOTEM’S2024RANKINGOFCHINA’SGLOBALBRANDS TheaimofthisreportistotakeadeeperlookintowhereandhowChinesebrandsaregrowingontotheinternationalstage.LeveragingMeltwater’sglobaldatasystem,wepulleddataonthe100toprankedChinesebrands,acrosssevengeographicregions(continents)andover170countries,tounderstand(1)whereandhowChinesebrandsaresucceeding,(2)howlocalconsumersarerespondingtoChinesebrands(eg.Sentimentandpreferences),(3)whatmediaandinfluencersaremosteffectiveperregion/country,(4)whattopics,themes,interestsaremosteffectiveforengagement,and(5)casestudiesforwhatsuccessfulChinesebrandsaredoingtobuildintoeachregion. GlobalDataPoweredby: CHINA’SGLOBALBRANDS THETOP 100 THETOP100 METHODOLOGY Ourgoalinbuildingthislistof“Top100”brandsfromChina,wastolookattheconsumerbrandswhicharehavingthemostimpactdirectlywithGlobalconsumers-intermsofsalesand(moreimportantly)intermsofbrand/audienceimpactandpotential. Therefore,wehaveprioritizedsocialmediapresenceandeffectiveness,withscoreweightingswhichfavorsocialmedia. TOTALSAMPLESET DIGITALDATAAUDIT FINALRANKING 654 1 BRANDS Industryreports,listings,leadingbrandsbycategory. RequirementsforConsiderationofBrands;(1)HeadquarteredinChina,(2)HasaWebsite,OfficialAccountonatleastonemajordigitalchannel(eg.Amazon,Facebook…).(3)Isaconsumer,retailbrand. Excludedfromthislistare;Mediabrands(eg.TikTok,Tencent);IT&gamecompanies(eg.37Games);andservicecompanies(eg.AirChina,BankofChina), 2 251 BRANDS Website,SocialMedia&EcommerceData,June2023. EcommerceSites:Amazon,AliExpress,Lazada,Shopee,MercadoLibre,Rakuten,Ebay,Jumia,DHGate,Banggood,Ebay,andotheronlinesaleschannels(Walmartetc) SocialMedia:Facebook,Instagram,Youtube,Pinterest,Tiktok. WebTrafficData:SimilarWeb 3 100 BRANDS BrandScore=WebTraffic(40%)+SocialMedia(60%) SocialMediaWeighting:Facebook(25%),Instagram(25%),Youtube(20%),TikTok(25%), Pinterest(5%). Massecommerceplatforms(eg.AliExpress)wereremovedfromthefinalrankingof“Top100”brands. THETOP100 BYCATEGORY ElectronicscontinuestobethedominantcategoryamongChinesebrandsontheGlobalstage,with52outoftheTop100brands. Home&Kitchengainedfourbrandsintheranking,goingfromnineto13. Fashion&Apparelhadthelargestregression,goingfrom17brandsin2021,to13brandsin2023. Total:35 2021:9 13 ELECTRONICS&APPLIANCES HOME&KITCHEN Total:87 2021:50 52 2023Top100 EVs(ElectricVehicles)continuestobeanimportantcategory,withhighpotentialglobally,butitlosttwobrandsfromthepreviousranking. FASHION&APPAREL Total:60 2021:17 13 BEAUTY&COSMETICS AUTO&MOBILITY Total:22Total:18 2021:5 2021:12 610 MOM&BABY FOOD&BEVERAGE FITNESS&SPORTS TOYS&GIFTS Total:7 2021:2 1 Total:4 2021:3 3 Total:5Total:1 2021:0 2021:2 11 Source:TotemMediaChineseOutboundBrandDatabaseJune,2023SampleSizeofCompanies:n=251(featuredinwhite),Top100(inpink) TOP100BRANDS ChineseBrandsGoingGlobal RANK1-15 RANK COMPANY CATEGORY STARTEDFOR 2023SCORE 2021SCORE 1 SheIn Fashion&Apparel GGlLoObBaAlL 178,265,115 173,424,946 2 realme Electronics&Appliances CChHinINaA 169,989,940 #N/A 3 Huawei Electronics&Appliances CChHinINaA 60,202,170 72,629,524 4 Xiaomi Electronics&Appliances CChHinINaA 54,248,760 39,803,161 5 dji Electronics&Appliances CChHinINaA 37,496,119 26,214,490 6 MGMotors Auto GGlLoObBaAlL 36,980,275 26,987,851 7 OnePlus Electronics&Appliances GGlLoObBaAlL 36,664,309 35,232,877 8 Lenovo Electronics&Appliances CChHinINaA 35,288,934 37,486,395 9 patpat Mom&Baby GGlLoObBaAlL 34,793,273 16,410,630 10 Tecno Electronics&Appliances GGlLoObBaAlL 19,176,747 16,105,578 11 OPPO Electronics&Appliances CChHinINaA 13,746,459 13,850,430 12 Vivo Electronics&Appliances CChHinINaA 10,301,456 8,221,498 13 Anker Electronics&Appliances GGlLoObBaAlL 7,774,568 7,026,302 14 LuvmeHair Fashion&Apparel GGlLoObBaAlL 6,576,728 #N/A 15 HONOR Electronics&Appliances CChHinINaA 6,564,633 5,109,077 TOP100BRANDS ChineseBrandsGoingGlobal RANK16-59 RANK COMPANY CATEGORY STARTEDFOR 2023SCORE 2021SCORE 16 Roborock Electronics&Appliances CCHhIiNnAa 5,976,782 #N/A 17 TP-Link Electronics&Appliances CCHhIiNnAa 5,972,800 #N/A 18 Blackview Electronics&Appliances GGLlOoBbAaLl 5,209,654 1,505,602 19 Infinix Electronics&Appliances GGLlOoBbAaLl 4,711,326 3,967,211 20 Wuling Auto CCHhIiNnAa 4,637,540 1,237,184 21 Midea Electronics&Appliances CCHhIiNnAa 3,992,922 3,829,673 22 SheGlam Beauty&Cosmetics GGLlOoBbAaLl 3,970,505 88,440 23 CUPSHE Fashion&Apparel GGLlOoBbAaLl 3,490,496 2,400,392 24 Zaful Fashion&Apparel GGLlOoBbAaLl 3,409,501 4,019,347 25 NOTHING Electronics&Appliances GGLlOoBbAaLl 3,299,778 #N/A 26 MINISO Home&Kitchen CCHhIiNnAa 3,073,133 #N/A 27 Haier Electronics&Appliances CCHhIiNnAa 2,898,867 1,981,419 28 Ecovacs Electronics&Appliances CCHhIiNnAa 2,689,079 2,080,712 29 Eufy Electronics&Appliances GGLlOoBbAaLl 2,531,088 #N/A 30 TCL Electronics&Appliances CCHh