June 2024 News: "Google ×Kantar BrandZ China's Top 50 Global Brands 2024" was announced. The brand power of the 50 brands on this year's list increased by 17% year-on-year, a record high, more than double the average growth rate of previous years.
In terms of categories, it mainly comes from seven categories, and the largest proportion of brand power is still consumer electronics (25%), Xiaomi, Lenovo, Huawei, and OPPO are among the top ten, vivo, OnePlus, realme, Honor, POCO (Xiaomi's overseas sub-brand), and Infinix (a subsidiary of Transsion) are on the list. Eight auto brands, including Chery, BYD, Great Wall, Lynk & Co, SAIC Maxus, GAC, Changan, and Geely, were selected, and their brand power increased by 51%.
There are 4 home appliance brands on the list, which is the same as last year. Midea ranked 35th, with a year-on-year increase of 12% in brand power to 202. According to the financial report, the group's business covers more than 200 countries and regions, with 17 R&D centers and 21 major production bases in more than 10 overseas countries.
Last year, the revenue of overseas markets was 150.9 billion yuan, a year-on-year increase of 5.79%, accounting for 40.4% of the total revenue. Europe and the Middle East (EMEA) accounted for 15.7% and the Americas accounted for 14.5%. In the North American market, its sales revenue of inverter window machines, inverter mobile air conditioners, and multi-door refrigerators increased by more than 120%, 140%, and 300% year-on-year respectively. However, it is worth noting that its OEM products accounted for 61.59%. In contrast, as early as 2017, Haier Smart Home announced that nearly 100% of its overseas revenue was its own brand.
TCL has been on the list for the eighth consecutive year, continuing to rank 11th, with a year-on-year increase of more than 17% in brand power. After 25 years of hard work since entering Vietnam in 1999, it has 46 R&D centers and 33 manufacturing bases around the world, with business in more than 160 countries and regions. Last year, TV sales reached 25.26 million units, ranking second in the world and first in China.
TCL has deployed top sports and entertainment IPs for 30 consecutive years and continues to expand its influence. In the field of football, it became the official partner of the America's Cup for the third time in a row, providing technical support for the video assistant referee (VAR) display for the event; It is an official partner of the national teams of Brazil, Spain, Italy, Germany, Poland and Slovakia, as well as a partnership with Premier League club Arsenal. In the field of basketball, it is a global partner of FIBA. In the field of rugby, it is an official partner of the NFL (American Professional Football League).
Two Shandong Qingdao companies are among the top 10 on the list, and Hisense Hisense ranks 10th with a brand power of 631. According to the report released by the market research agency Ovirivo,In the first quarter of this year, Hisense TVs ranked second in the world with shipments of 6.21 million units。 According to Omdia's data,Hisense100Inch TV shipments are the first in the world,Market share reached56。
2024 European Cup in Germany,It is Hisense's third appearance in the European Cup,The fifth time to sponsor the world's top football events,It is also the official partner of VAR display in this European Cup。 The continuous investment in marketing has paid dividends, and the brand awareness overseas has increased from 37% to 54%. 6month10day-16day,In less than a week after the start of the European Cup,Hisense TV sales in Germany、Britain、France、Italy、Spain and other five European countries increased year-on-year57%,Mid-to-high-end categories increased year-on-year137。
Haier continued to rank first in the home appliance industry, ranking one place higher than last year, ranking 7th on the list with a brand power of 649. Haier's globalization began in the 90s of the last century, and it was one of the first enterprises in China to go global, and successfully gained a firm foothold through independent and high-end brand creation. At the same time, 35 industrial parks, 143 manufacturing centers, 126 marketing centers and 230,000 sales networks have been launched.
According to the data, Haier has ranked first in the retail volume of the world's large home appliance brands for 15 consecutive years, and many products such as refrigerators, washing machines, and water heaters have led the way for many years. The products are distributed in more than 200 countries and regions, serving 1 billion user families. Last year, Haier Smart Home's overseas revenue was 136.412 billion yuan, accounting for 51.9% of total revenue, and overseas revenue increased by 4% year-on-year in the first quarter of this year, with operating profit growth of more than double digits.
It is worth mentioning that China's home appliance production accounts for 56% of the world's total output, but the overseas market share of independent brands is only 8.5%, and there is still a long way to go. Among them, Haier contributed 62%. In other words, for every 10 home appliances of China's own brand overseas, 6 are Haier.