Domestic brands gain genuine global foothold

Qingdao, a leading economic hub on the coastline of East China, is home to a number of globally-recognized brands, and over the past three decades, these home-grown brands have gained recognition in the global market amidst the city's economic boom.

Tsingtao Brewery, which produces the beloved, eponymous beer, was founded by German and British settlers in August 1903.

In 2015 Tsingtao Brewery sold 8.48 million kiloliters of beer, with revenue reaching 27.64 billion yuan ($4.15 billion). Its net profit hit 1.713 billion yuan in 2014.

With a brand value estimated at about 11.69 billion yuan, it leads China's beer industry, according to the World Brand Lab, a leading independent consultancy of brand valuations. Tsingtao Brewery's subsidiary brands including Laoshan, Hans and Qingdao Beer Museum are also highly rated according the lab's evaluations.

Tsingtao Brewery exports to more than 90 countries and regions, and is now ranked sixth globally in the sector in terms of production, according to the Barth Report, an authoritative beer industry compilation.

Hisense is another household name in China that has been increasing its presence in the global market.

A white goods and electronics producer, Hisense now operates in South Africa, Algeria, Egypt, the United States, Europe, Australia, the Middle East and Southeast Asia, and its products are exported to more than 130 countries and regions.

The company is also a sponsor of the ongoing UEFA European Championship, joining the ranks of such global giants as Adidas and Nike.

Haier Group, also a Qingdao-based appliance manufacturer, recently ranked fifth on a list of China's most valuable brands - and first among domestic appliance brands. The list was released at the 2016 World Brand Summit held in Beijing on June 22.

Haier's brand value was estimated at 222 billion yuan, pushing its ranking up three places from last year's list.

The company has made extensive efforts to build its brand in the internet age, and was rewarded last year with a global turnover approaching 189 billion yuan, with profits of 18 billion yuan.

The city is also home to CRRC Qingdao Sifang Co, China's leading high-speed train manufacturer.

Its subsidiary in the US secured a $1.3-billion order in March to supply up to 846 railcars to the Chicago Transit Authority, the biggest train order in the city's history.

The company is headquartered in the town of Jihongtan, in the north of Qingdao's Chenyang district, and its production and expansion has made Jihongtan "a home of high-speed trains in China."

Last year, sales revenue from the town's rail sectors amounted to 52 billion yuan and contributed 2.7 billion yuan in tax revenue.

zhuanti@chinadaily.com.cn

(China Daily 07/04/2016 page6)