Recently, Aeolus came in 69th on a list of the most valuable brands in China, becoming the only Chinese tire brand to make the list, which was released by the Global Alliance of SMEs (GASME) at the EU-China SME Partnership Week 2013 in Paris.
Under fierce market competition, the company insists on innovation, focuses on product quality, innovates marketing models and vigorously develops brand strategy, all of which has helped raise company brand value and increase company competitiveness.
The study began in 1995, mainly focusing on leading brands from hundreds of consumer markets. The list is one of the earliest and longest professional researches on brand value comparison, organized jointly by R&F Global Ranking Information Group and Beijing Famous Brand Asset Evaluation Company. It aims to determine brand value and the law of brand development to help Chinese enterprises create their own brands.
This year focused on the development of China’s 100 brands in the five years since the financial crisis. It discovered that income among the 100 brands increased 105.15 percent, with a 159 percent rise in operating profit, a signal of their strength compared to overseas brands. These brands have been moving forward at a rate of 21 percent annually against the economic downturn caused by the global financial crisis.
The study went out of its way to choose competitive brands with close ties consumers. The 100 brands covered 52 product categories in 38 competitive industries, small or big. It didn’t include monopolized industries, such as communication, petro-chemistry and railway, because their success is not as tied to branding.
The study witnessed the development of Chinese brands since reform and opening-up. The 80 brands first started in 1995 had sales volume of 1.96 billion yuan ($321.2 million), while the 100 brands today had sales volume averaging 21.4 billion yuan, approximately 10 times as much.