Jing Ji Guan Cha Bao·2025-10-31 14:05Core Insights - Snapchat and KANTAR released the first "Top 50 Favorite Chinese Global Brands Among Gen Z" list, highlighting Tencent Games, Xiaomi, and SHEIN as the top three brands [1][2] - The report emphasizes the shift in Chinese brands' goals from sales growth to building cross-cultural, sustainable, and reputable global brands [2][3] Industry Overview - Gen Z accounts for approximately 25% of the global population, with a projected consumption scale of $9.8 trillion by 2025, expected to grow to $12.6 trillion by 2030 [2][3] - The report identifies key industries for Chinese brands, including 3C, gaming, e-commerce, and electric vehicles (EV), focusing on their appeal to Gen Z consumers [3][4] Brand Evaluation - The "Top 50" list was created using KANTAR's MDS model, evaluating brands based on "meaningfulness," "differentiation," and "engagement," with over 4,000 Gen Z consumers surveyed across Europe, the Middle East, and North America [3][5] - The top ten brands include 50% from the 3C sector, with Tencent Games, Xiaomi, and SHEIN leading the rankings [3][4] Sector-Specific Insights - 3C Sector: Xiaomi, Huawei, and Hisense are recognized for their high cost-performance ratio and innovative technology, appealing to global young consumers [3][4] - Gaming Sector: Tencent Games, miHoYo, and DianDian Interactive leverage strong IP capabilities and local cultural integration to connect with Gen Z [3][4] - E-commerce Sector: SHEIN, AliExpress, and SHEGLAM utilize video-driven personalized content and AR technology to enhance user engagement [3][4] - EV Sector: BYD, Chery, and Geely focus on digital connectivity and social responsibility to resonate with Gen Z values [3][4] Engagement Strategies - Snapchat serves as a key platform for connecting Chinese brands with global Gen Z, emphasizing the importance of meaningful interactions in areas of interest [5][6] - The platform boasts 9.32 billion monthly active users, with 94% of users being Gen Z and Millennials, facilitating effective brand communication [6][7] Advertising Solutions - Snapchat offers comprehensive advertising solutions to help brands engage with users throughout the customer journey, from conversion to retention [7] - The platform has successfully collaborated with various brands in the 3C, gaming, e-commerce, and automotive sectors to establish valuable connections with Gen Z [7]