Emerging domestic brands to make big impressions overseas: Expert

China's fast-growing emerging domestic brands will be China's new name cards overseas, an industry expert said on Tuesday.

"Those emerging brands, with high-tech components, are expected to gain more influence in the international markets, especially in sectors such as new energy-vehicles, automobile phones and food and beverages," said Tan Beiping, president of the Miaozhen Academy of Marketing Science, a Beijing-based marketing research organization.

According to BrandGrow China's Emerging Brands Growth Potential Report 2021, released by the academy, the total potential assets of the emerging brands selected for the Top 50 exceed 3 trillion yuan ($460 billion), accounting for about 3 percent of the national GDP in 2020. Excluding the companies that have already been listed, other emerging brands have completed hundreds of rounds of financing, with a cumulative financing amount reaching 100 billion yuan.

The academy is a marketing research organization initiated and organized by Miaozhen System, a third-party technology company providing enterprises with marketing growth solutions based on big data and AI technology.

Preparing the report took four months to study more than 200 emerging brands that have been in China for 10 years and whose revenue growth rate is much higher than the industry average.

In this research, the academy proposed for the first time the "brand potential asset" brand evaluation index, which takes into account the current brand value and the future brand growth potential of emerging brands.

Nowadays, emerging brands are growing at an unprecedented rate, and many have reached growth rates tens or even hundreds of times the industry average. Take Florasis, an innovative makeup brand founded in 2017, for example, whose sales in 2020 skyrocketed more than 60 times compared to 2018, while the beauty and personal care industry has only increased by 22 percent at the same period.

According to Tan, in the past decade, Chinese local brands have not only had active market behaviors, but also achieved bright results. Facing digital media, channels, consumers and supply chain, Chinese entrepreneurs have explored many new methods for brand building in the new environment. Under the rapid development of the digital economy, digital capability has become the core competitiveness of emerging brands for rapid growth.

Wang Min contributed to this story.