May 10, 2018

As the “Chinese Brands Day” approaches, the Most Valuable Chinese Brands—The Bund Ranking (TOP100), jointly initiated and developed by School of Management, Fudan University and Shanghai Institute of Corporate Culture & Brand, was officially released for the second time on May 9, 2018.

On a global scale, there are a great many of assessment theories and methods for brand value at home and abroad, but the Bund Ranking is the only ranking list that evaluates the source and driving factor of the brand value from the perspective of supply side. The Chinese Brands Day was established and released on May 10, 2017, receiving positive responses from the whole society, with 82 media reported or reprinted, and 27 listed enterprises released the good news in We-Media.

The enterprise database of the ranking list this year added more than 11,000 enterprises, reaching to 16,232 in total (including 3,513 listed companies of Shanghai and Shenzhen Stock Market, 982 listed companies of Hong Kong Stocks, 182 listed companies of American Stock Market and 11,555 listed companies of New OTC Market). The new added enterprises and data play important roles in the scientificity and stability of the study models in the list.

In the Bund Ranking (TOP 100) this year, TMT (Telecommunication, Media, Technology) showed great performances, occupying 6 positions among the top 10, and 4 positions among the top 5. BAT (Bidu, Alibaba, Tencent) entered the top 10 for the first time, especially Alibaba, which has made rapid progress in business platforms such as Taobao, Tmall, Ant Financial, Green hand, Alibaba Cloud, and New Retailing offline business, reaching to No. 2 from the No. 17 of last year. Manufacturing industry performed well for more than half of the listed companies come from manufacturing brands. 8 enterprises among the top 20 belong to manufacturing industry (including petrochemical industry), and 13 manufacturing brands were newly added in the ranking. Although the sales of real estate enterprises have increased considerably, the rankings of which dropped obviously compared with last year, especially Vanke, the industry leader in real estate, dropped to No. 15 from No. 7 of last year. Half of the top 20 belong to large state-owned enterprises, which show obvious advantages in leader status and brand superiority, but the rankings of CNPC (China National Petroleum Corporation), Sinopec and CNOOC (China National Offshore Oil Corporation) also dropped in different levels. Jewelry and Precious Metal enterprises have lost their grounds in 2018 due to the fluctuations of international gold price, among which Chow Tai Fook has dropped to No. 50, declining by 22 positions. Other gold and jewelry brands all fail to enter the top 100 list. The three leading enterprises in Engineering Mechanical and Manufacturing also unexpectedly dropped out of the top 100.

Since the data structure published by financial enterprises is unfit for the mathematic model of the Ranking, financing institution and enterprises are still not involved in the 2018 ranking list. Due to the failure of collecting complete data for brand appreciation calculation, some large enterprise groups, such as Wanda, are excluded from the list this year.

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