Chinese Branding History Today. BE THE NEXT!

Among the thousands of old brands across China, which ones have the most historical and cultural connotations? The Hurun Research Institute released the “2020 Hurun China’s Most Historical and Cultural Brands List” on the 17th. The 50 most successful brands over 60 in inland China were on the list. Tongrentang, Bank of China and Kweichow Moutai ranked in the top three. The average age of the brand companies on the list is 198 years old.

In terms of geographical distribution, Beijing and Shanghai have the most brands on the list, with 10 in Beijing and 8 in Shanghai. The four brands above Sichuan, Jiangsu and Zhejiang are tied for third place. Shanghai’s brands on the list are: China, Bank of Communications, Laofengxiang, Wanyouquan, Dingfeng, Guanshengyuan, Xinghualou, Shuangmei.

In terms of distribution industry, Chinese medicine brands are the most, with 11 on the list, led by Tong Ren Tang, which is over 350 years old. Seven catering brands are on the list, ranking second. Then came liquor (6), food (5) and condiments (4).

Among the brands on the list, 10 are worth more than 100 billion yuan, of which Kweichow Moutai, Zhonghua and Wuliangye are worth more than one trillion yuan.

Among the 50 old brands, nearly 90 have become century-old brands, and 12 have more than 300 years. The oldest on the list is Yiyuanqing, a 643-year-old Shanxi vinegar brand that was born in the early Ming Dynasty, and the second oldest is the 490-year-old Beijing pickle brand Liubiju and the 467-year-old roast duck brand Cheap Fang. Traditional Chinese medicine brands Chen Liji (420 years), Ye Kaitai (383 years), Fang Huichuntang (371 years) ranked fourth to seventh in history, followed by Shen Yonghe (356 years, yellow wine), Tianli (355 years, seasoning) Products), Tongrentang (351 years) and Wang Zhihe (351 years). Seven brands were founded after the founding of New China, and five of them ranked among the top ten most valuable brands, led by Kweichow Moutai.

The list also launched the top ten most culturally connotative brands. They are (in no particular order, in alphabetical order of the brand name): Beijing Hotel (catering), Fenjiu (liquor), Kweichow Moutai (liquor), Hongqi ( cars), Huangshan (tobacco), Quanjude (catering), Commercial Press (publishing), Tongrentang (Chinese medicine), Bank of China (finance), China (tobacco).

According to the list released by the “China Time-honored Brand Information Management System” of the Ministry of Commerce, there are 1,128 time-honored brands in China. The conditions for the time-honored brand of the Ministry of Commerce include: the brand was established before 1956; the inheritance of unique products, skills or services; it has the characteristics of the Chinese nation and distinctive regional cultural characteristics, and has historical and cultural values.

The scope of research on the Hurun List covers brands with more than 60 years of history in inland China, comprehensively inspected from the three dimensions of brand history, brand value, and cultural connotation, and ranked based on the total score of each brand. Brand historical weight is 40%, brand value weight is 40%, brand cultural connotation weight is 20%. This is the first time the Hurun Research Institute has released the list.

Hurun Report Chairman and Chief Research Officer Hu Run said: “It is hard to imagine that the brands on the list have an average history of nearly 200 years. After many major changes in the times, these brands are still active today. One of the reasons They serve the most basic needs of people.”

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