China's Global Brands for 2025
This 50 page report, covers the following:
- Ranking of the 'Top 100 Brands'
- Summaries of biggest risers/fallers
- Detailed geographic analysis of where China's brands are focusing
𝗧𝗵𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 𝗼𝗳 𝗖𝗵𝗶𝗻𝗮'𝘀 𝗯𝗿𝗮𝗻𝗱𝘀 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹𝗹𝘆?
For the past five years, Totem has been ranking China's brands on the global stage. While Chinese brands continue to make big gains in overall, global scale/scope ...few are yet household names in the West.
Big names like SHEIN, Temu (and TikTok) receive the most attention, but China is producing leading brands in a lot of under-the-radar categories (powerbanks, home iOT products, drones...). These '𝗵𝗶𝗱𝗱𝗲𝗻 𝗰𝗵𝗮𝗺𝗽𝗶𝗼𝗻𝘀' are generally world class, quality operators, but remain relatively unknown as a result of their disciplined, niche focus.
At the same time, China's largest (tech, mobile) companies continue to focus on making strides into less visible geographies (Middle East, Africa, South America), as barriers (competitive, cost and regulatory) in mature markets make them harder to crack.
𝗧𝗵𝗲 𝗨𝗦 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲
With US tariffs coming into play, few Chinese brands are likely to break-thru (or sustain momentum) in the Worlds largest consumer market.
𝗧𝗵𝗲 𝗿𝗲𝘀𝘁 𝗼𝗳 𝘁𝗵𝗲 𝗪𝗲𝘀𝘁
The story could soon change in markets like Europe, Canada, Australia, Japan, Korea ...where US tariffs may create more willingness to open up to Chinese brands. But, this is still TBD!
𝗘𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗠𝗮𝗿𝗸𝗲𝘁𝘀
There's also a scenario where clusters of developing markets start blocking Chinese brands, to preserve home-grown industries. If global trade protectionism goes into full-swing, China's emerging brands could face some very stiff headwinds.
