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Tag: Moutai

  • Tencent brand is still China’s most valuable

    Tencent brand is still China’s most valuable

    Chinese technology giant Tencent remains China’s most valuable brand, growing its worth 29 per cent to US$106 billion, according to the BrandZ top 100 most valuable Chinese brands report.

    It shows that technology brands continued to lead the way, with the Tencent brand strengthening its hold on the top spot thanks to the popularity of its social-media platform WeChat. Tencent was also one of three technology brands in the top 20 “risers” listing.

    With Tencent on the top 100 list are NetEase (31) and Sina (61). Making its debut in the 40th spot is e-commerce brand VIP.com.

    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 per cent rise in brand value to $900 million.

    NetEase, which makes online and mobile games and offers an e-mail service, grew 36 per cent to $2.6 billion.

    Sectors still dependent on the traditional economy, such as banks, insurance, and oil and gas, have declined 6 per cent in value. The exceptions are alcohol, and food and dairy.

    Several brands of baijiu, China’s traditional rice wine, have 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 per cent in value, entering the top 10 for the first time in ninth position.

    Some entrepreneurial Chinese brands are looking for overseas success before returning attention to their home market, such as digital brands Anker, DJI, Elex and Ninebot.

    Millennials are playing an increasing role in commercial and brand success in China, says the report. They tend to favour brands that are famous or trendy, and the research reveals the brand most successful at increasing millennial loyalty is mobile phone Oppo, up 157 per cent 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,” says BrandZ global head Doreen Wang.

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  • Alibaba joins forces with counterfeited brands

    Alibaba joins forces with counterfeited brands

    Chinese eCommerce giant Alibaba has teamed up with some of the world’s most-counterfeited brands to fight against copycats.

    Collaborating with such global brands as Louis Vuitton, Samsung and Swarovski, Alibaba will provide its members with big data and other support to help them block, identify and even take down listings from its marketplaces such as Taobao and Tmall. Those two sites boast 1 billion product listings at any given time.

    In return, the brands have committed to share their anti-counterfeiting data with Alibaba.

    The move follows a lawsuit filed by the internet powerhouse against two vendors selling knock-off Swarovski watches from their online shopping bazaars on Taobao, claiming 1.4 million yuan (US$202,950) in losses. Taobao is the retail platform for smaller merchants.

    “The most powerful weapon against counterfeiting today is data and analytics, and the only way we can win this war is to unite,” says Alibaba’s chief platform governance officer Jessie Zheng.

    “Alibaba welcomes brands and other organisations to join us in what we believe is the world’s first ‘big-data anti-counterfeiting alliance’.”

    Taobao was returned to the US government blacklist of “notorious markets” last month for hosting fake items, four years after Alibaba lobbied American trade officials to drop the platform from the list.

    Listings removed

    Alibaba says it is disappointed by the decision, noting it has “proactively removed more than double the number of infringing product listings than in 2015”. The company employs 2000 permanent staff and 5000 volunteers devoted to spotting fake goods.

    According to the International Anti-Counterfeiting Coalition, a nonprofit watchdog overseeing piracy concerns, China is the biggest market for knockoffs globally with handbags, footwear, watches and iPhones topping the list of most-faked items.

    Louis Vuitton, Nike, Ray Ban and Rolex are among the labels that seem to be more intensely targeted by counterfeiters, says a report by the Organisation for Economic Co-operation and Development (OECD).

    Domestic brands also have fallen victim. Chinese liquor maker Kweichou Moutai has confiscated 300 tonnes of fake Moutai in a three-year drive against bootleggers, whose products can feature packaging identical to genuine products.

    Chinese authorities have also stepped up efforts to root out people involved in marketing fake goods, staging raids and arresting thousands of suspected offenders.

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