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On July 23, 2024, Hurun Research Institute and Shenzhen Yantian District jointly released the "2024 Shenzhen Yantian District Hurun National Trend Brand Top 100 List", which is the first time that Hurun Research Institute has released a list of national trend brands. The national trend economy has become a trillion-dollar track. In 2023, the market size of China's national trend economy will reach 2 trillion yuan, a year-on-year increase of 9%, and it is expected to exceed 3 trillion yuan in 2028.

Rupert Hoogewerf, founder of Hurun Report

The "2024 Hurun Top 100 Chinese Brands in Yantian District, Shenzhen" lists Chinese domestic Chinese brands that provide physical products; the industries cover major consumer sectors such as clothing, food, housing, transportation, personal care, etc., and comprehensively consider dimensions such as brand strength, social influence, and innovation to select the top 100 brands, which are divided into two groups: the top 80 emerging Chinese brands established after 2000 and the top 20 classic Chinese brands established before 2000.

The average age of the brands on the list is 20 years old, of which the average age of the top 80 emerging national brands established after 2000 is 12 years old, and the average age of the top 20 classic national brands established before 2000 is 54 years old. The brands on the list mainly come from the consumer industry, including food and beverage, daily chemicals, clothing, etc., as well as automobile manufacturing, consumer electronics, home appliances and other exemplary industries of China's smart manufacturing.

Rupert Hoogewerf, Chairman and Chief Researcher of Hurun Report, said: I am very pleased to jointly release the "2024 Shenzhen Yantian District Hurun Top 100 National Trend Brands List" with Shenzhen Yantian District. I hope that this list can help consumers understand what excellent national trend brands are and which industries they come from. At the same time, I hope that this list can encourage these excellent national trend brands to tell the story of Chinese brand innovation and sustainable development, thereby demonstrating China's confidence, becoming a new business card that the Chinese people are proud of, and setting an example for new consumer brands.

He believes that a successful national trend brand is supported by three key factors: one is the local cultural heritage or technological heritage; one is the brand's own hard power, which can demonstrate China's confidence; and one is the power of young consumers. This is also the core selection logic of this list. "

"What surprised me was that among the top 100 domestic brands, the food and beverage and daily chemical industries contributed the most, rather than the clothing industry in our traditional understanding. This is the biggest difference between Chinese domestic brands and American trendy brands. The consumer industry is the leading representative of domestic trend practice. This type of industry innovates its products by incorporating traditional cultural elements. The most typical example is the cross-border collaboration of brands with different advantages, such as the Forbidden City lipstick rooted in traditional cultural elements and the National Peking Opera Theater's facial mask. American trendy brands are only street culture clothing," said Hurun.

It is worth noting that Guangdong is a relatively active region for national brands, with 30% of the brands on the list gathered here, a proportion higher than that of other lists. For example, in the Hurun Brand List, Beijing has the largest number of brands, with a concentration of 24%. This demonstrates the overall manufacturing strength and innovation of Guangdong and the Greater Bay Area, as well as their leading role in promoting the development of national brands.

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