China shifts from manufacturing scale to global brand leadership

Chinese companies are undergoing a strategic transition from large-scale manufacturing to global brand leadership. This shift, often described as moving from ‘Made in China’ to ‘Created in China’, focuses on building brand equity and consumer loyalty rather than relying solely on competitive pricing and production speed.

According to data from Kantar, the brand equity of the top 50 global Chinese brands grew by 7% this year. The ranking is led by TikTok, followed by Xiaomi and Shein, with other major players including Lenovo, Huawei, Haier, AliExpress, Hisense, TCL, and OPPO. The expansion is no longer limited to consumer electronics but now includes significant presence in the automotive, home appliance, e-commerce, and digital services sectors.

This evolution is supported by national industrial policies, such as the ‘Made in China 2025’ program, which aimed to transform manufacturing into high-tech creation. Recent reports indicate that the proportion of Chinese brands among the world’s 500 most valuable brands rose from 4% in 2010 to 14% in 2025. The total value of the 100 most valuable Chinese brands reached US$ 1.2 trillion, representing a 25% annual growth.