Chinese brands are rising globally

Domestic firms have gained consumer trust with their competitive goods in world markets

It is that time of year again, when the annual BrandZ report on the most valuable global brands is published. The highlights this year are not too dissimilar to those of previous years: The rise of Chinese brands globally and the impressive purchasing power of Chinese consumers.

Both of these represent great news for European brands, with whom increasingly competitive Chinese brands are seeking to form alliances to continue to expand internationally. At the same time, alliances with Chinese brands will enable European brands to penetrate the Chinese market and cash in on the purchasing power of Chinese consumers.