Jenny Chan 陳詠欣
Sep 17, 2018

Ikea, Nike, BMW, Marriott: Chinese consumers find you less relevant now

Prophet's 2018 China Brand Relevance Index shows Chinese brands raising their relevance due to innovation, not just pricing.

Alipay dominates all four brand relevance pillars that Prophet measured, every year

Local brands constitute the majority of the third edition of the China Brand Relevance Index just released by Prophet.

Two years ago, 32 of the top 50 brands were MNC brands. Today, 30 are from the mainland, including Alipay, Wechat, Huawei, Taobao, and Meituan Dianping, which cracked the top 10 for the first time. 

Prophet measures relevance’ via a survey where consumers rate brands across 16 different attributes. The 2018 edition,...

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