Top 100 most valuable Chinese brands 2017 revealed

Chinese technology giant Tencent remains China's most valuable brand, growing its brand value 29% to US$106 billion, according to BrandZ top 100 most valuable Chinese brands report.According to the report, technology brands continued to lead the way, with Tencent strengthening its hold on the number 1 spot thanks to the popularity of social media platform WeChat, while other sector players also performed strongly. Tencent was also one of three technology brands in the top 20 risers listing, reflecting the centrality of this category to Chinese life and their advanced adoption of consumer technology.Alongside Tencent were Sina (no.61) and NetEase (no.31). Web portal Sina's initiatives in live video and self-broadcasting through its Weibo platform helped build its following among young people and attract advertising revenue, driving a 43% rise in brand value to US$900 million.NetEase, a maker of online and mobile games, and a major e-mail service supplier, grew 36% to US$2.6 billion. Digital technology now plays a part in every facet of daily life and newcomers to the listing such as e-commerce brand VIP.com (no.40) and fast-risers like Sina and NetEase reflect this.While they continue to be large contributors to the overall brand value, sectors that are still dependent on the traditional economy such as banks, insurance, and oil and gas categories have declined 6% in value. The exceptions are alcohol and food and dairy, where marketing activities by individual brands helped curtail the overall decline.Several brands of baijiu, China's traditional rice wine, for example, expanded distribution and adjusted pricing and marketing to reach a broader audience. This allowed them to make up for a decline in sales after government measures to limit extravagance at official events reduced demand for alcohol, especially premium brands. Moutai increased 41% in value, entering the top 10 for the first time at no.9.Some entrepreneurial Chinese brands are now looking for overseas success before returning their attention to their home market and examples include digital brands such as DJI, Anker, Elex and Ninebot.Millennials now play an increasing role in commercial and brand success in China. Increasing millennial loyalty requires understanding of the distinct attributes they seek in brands. Consumers of all ages want products or services that offer quality, are trustworthy, and help make their lives better but millennials are more likely to favour brands that are famous or trendy. The research reveals the most successful brand at increasing millennial loyalty was mobile phone handset brand OPPO, up 157% since 2014."Chinese brands are taking the leap and going global on the back of three key factors; the country's rising international stature, pressure to find alternative sources of growth as the domestic market slows and increasing overseas consumer receptivity to Chinese brands," said Doreen Wang, global head of BrandZ.Full ranking of the top 100 most valuable Chinese brands: