In the face of an ever-changing international marketplace, brands that can understand the nature of changes and develop a differentiated global brand strategy will position themselves as the global leaders of tomorrow.

The 2019 edition of this annual report, produced in collaboration with Facebook, explores global consumer perspectives on Chinese cross-border brands and identifies the brands who have been able to most successfully attract and appeal to overseas customers.

For the study, 2,400 consumers across eight countries (Germany, India, Indonesia, Mexico, Saudi Arabia, Thailand, the United Kingdom and the United States) were surveyed on their current awareness, perception, satisfaction, and trust of Chinese brands.

Based on the survey findings, the report identifies the ‘Top 50 leading Chinese cross-border brands’. Additionally, an evaluation panel consisting of ten venture capital firms selected 50 ‘emerging stars’ from an initial pool of over 1,000 candidate brands

The survey found that both trust and awareness of Chinese brands has increased year-on-year. Quality is the leading influencing factor in consumers’ purchasing decisions, followed by cost effectiveness of products – reinforcing these points as key focus areas for brands looking to expand globally.  The report also emphasises the increasing importance for brands with global ambitions to build trust with both their customers and own employees.