The top 20 most powerful international brands in China are dominated by 13 American brands that include seven in the personal-care arena and one in apparel.
The top U.S. brand is Kentucky Fried Chicken. KFC is also ranked first in the list of top 20 brands. Pampers placed second, followed by Colgate, Olay and Crest to round out the top five. Olay and Crest are both owned by Procter & Gamble. Apple placed sixth, followed by McDonald’s, Omo laundry products from U.K.-based Unilever, Coca-Cola and French retailer Carrefour. Pantene is ranked number 11, followed by Gillette, Johnson & Johnson’s Baby brand, Adidas and L’Oréal. Korea’s Samsung, the only Asian brand that made the list, is ranked 16th, followed by Nike, Head & Shoulders and Volkswagen. Giorgio Armani completes the top 20 list.
Oscar Yuan, vice president at Millward Brown Optimor, said, “China is a big story on the growth and rise of the middle class. The Chinese consumers are looking at products that they didn’t have the luxury of using before. Colgate, Olay and Gillette are [high on the list] because the U.S. has dominated a lot of the personal-care products. That’s a credit to the big investment Procter & Gamble has made in China in developing the business.”
The survey is Millward Brown’s first on international power brands in China, which included more than 60,000 consumers in the research across 10 top-tier Chinese cities, such as Shanghai, Beijing and Guangzhou.
Yuan also said it wasn’t surprising that KFC ranked first, given that it is “far and away the largest fast-food store in China.” He said there are 4,200 KFCs in China across 850 cities, compared with McDonald’s, which has 1,700 sites.
While Apple is a top electronics brand in the U.S., it ranked sixth in China, in part because local competitors such as China Mobile have a greater market share in the country’s mobile phone market. Also, Apple’s products are still relatively expensive for a still-developing middle-class market base, which means it isn’t yet as accessible to many consumers.
According to Yuan, international brands are appealing to Chinese consumers. “One is trust. In the last three years, the trust for Chinese brands has eroded as scandals and quality issues have impacted some Chinese products. Secondly, international brands are a symbol of prestige and good taste, appealing to the rapidly growing middle class in China,” he said.
Among those in the top 20 international power brands in China, 11 are also on Millward Brown’s BrandZ Top 100 Most Valuable Global Brands for 2013. Those brands are KFC, Pampers, Colgate, Apple, McDonald’s, Coca-Cola, Gillette, Adidas, Samsung, Nike and Volkswagen. In the Most Valuable Global Brands ranking, Apple is first, followed by Google, IBM, McDonald’s and Coca-Cola.
Separately, the top 10 apparel brands in the Most Valuable Global Brands survey are Zara, Nike, H&M, Ralph Lauren, Adidas, Uniqlo, Next, Lululemon, Hugo Boss and Calvin Klein.
Among luxury brands, the top 10 on the Most Valuable Global Brands list are Louis Vuitton, Hermès, Gucci, Prada, Rolex, Chanel, Cartier, Burberry, Fendi and Coach.
Among retailers, the global brands survey listed 20 top brands. They include Amazon in the top spot, followed by Wal-Mart and Home Depot. Rounding out the list are eBay, Tesco, Ikea, Target, Woolworths, Aldi, Lowe’s, Carrefour, Costco, Whole Foods, Walgreens, CVS, Falabella, M&S, Asda, Lidl and Coles.
The global brands survey included a listing of the top 15 personal-care brands. L’Oréal tops the list. In order of ranking, it was followed by Gillette, Colgate, Nivea, Garnier, Lancôme, Dove, Clinique, Natura, Crest, Olay, Estée Lauder, Oral-B, Avon and Pond’s.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)