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These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.

1

 

MIXUE

 

Restaurants

Rank Change: N/A
Industry: Restaurants

3

S.F. Express

10

Shipping / Mail

Rank Change: +10
Industry: Shipping / Mail

4

Pizza Hut

25

Restaurants

Rank Change: +25
Industry: Restaurants

5

Kuaishou

4

Social media

Rank Change: -4
Industry: Social media

6

WeChat

13

Social media

Rank Change: +13
Industry: Social media

7

Toutiao

54

Media (newspapers, TV, online, mobile)

Rank Change: +54
Industry: Media (newspapers, TV, online, mobile)

8

Tencent Video

41

Media (newspapers, TV, online, mobile)

Rank Change: +41
Industry: Media (newspapers, TV, online, mobile)

9

 

ELEME

 

Internet retail

Rank Change: N/A
Industry: Internet retail

10

 

EMS

 

Shipping / Mail

Rank Change: N/A
Industry: Shipping / Mail

11

Taobao.com

9

Internet retail

Rank Change: +9
Industry: Internet retail

12

Douyin

10

Social media

Rank Change: -10
Industry: Social media

13

Didi

54

Travel / Car rental

Rank Change: +54
Industry: Travel / Car rental

14

Hema

13

Internet retail

Rank Change: +13
Industry: Internet retail

15

 

Meituan

 

Internet retail

Rank Change: N/A
Industry: Internet retail

16

Adidas

35

Fitness

Rank Change: +35
Industry: Fitness

17

HaiDiLao Hot Pot

20

Restaurants

Rank Change: +20
Industry: Restaurants

18

ZTO Express

13

Shipping / Mail

Rank Change: +13
Industry: Shipping / Mail

19

QQ

14

Social media

Rank Change: -14
Industry: Social media

21

MINISO

27

Retail / Grocery

Rank Change: +27
Industry: Retail / Grocery

22

Shentong Express

10

Shipping / Mail

Rank Change: -10
Industry: Shipping / Mail

23

Huawei

31

Electronics

Rank Change: +31
Industry: Electronics

24

7-Eleven

18

Retail / Health and beauty; drugstore

Rank Change: -18
Industry: Retail / Health and beauty; drugstore

Also view in:

Global Japan

25

JD.com

8

Internet retail

Rank Change: -8
Industry: Internet retail

26

Midea

3

Appliances

Rank Change: -3
Industry: Appliances

27

GREE

58

Appliances

Rank Change: +58
Industry: Appliances

28

IKEA

13

Retail / General (mega / department store)

Rank Change: +13
Industry: Retail / General (mega / department store)

29

YTO Express

15

Shipping / Mail

Rank Change: -15
Industry: Shipping / Mail

30

OPPO

5

Electronics

Rank Change: -5
Industry: Electronics

31

 

VIPS

 

Internet retail

Rank Change: N/A
Industry: Internet retail

32

 

Fliggy

 

Travel / Booking

Rank Change: N/A
Industry: Travel / Booking

33

HEYTEA

2

Restaurants

Rank Change: +2
Industry: Restaurants

34

Tmall.com

4

Internet retail

Rank Change: -4
Industry: Internet retail

35

Baidu

25

Internet search

Rank Change: -25
Industry: Internet search

36

ANTA

21

Fitness

Rank Change: -21
Industry: Fitness

37

RT-Mart

19

Retail / Grocery

Rank Change: -19
Industry: Retail / Grocery

38

Starbucks

15

Restaurants

Rank Change: +15
Industry: Restaurants

39

RED

7

Social media

Rank Change: -7
Industry: Social media

40

Sephora

10

Retail / Health and beauty; drugstore

Rank Change: +10
Industry: Retail / Health and beauty; drugstore

41

Cainiao

30

Shipping / Mail

Rank Change: -30
Industry: Shipping / Mail

42

Suning

3

Retail / General (mega / department store)

Rank Change: +3
Industry: Retail / General (mega / department store)

43

HP

67

Electronics

Rank Change: +67
Industry: Electronics

44

 

Luckin coffee

 

Restaurants

Rank Change: N/A
Industry: Restaurants

45

China Mobile

32

Telecommunications / Cell phone service providers

Rank Change: +32
Industry: Telecommunications / Cell phone service providers

46

Qunar

10

Travel / Booking

Rank Change: +10
Industry: Travel / Booking

47

Agricultural Bank of China

15

Banks / Retail

Rank Change: +15
Industry: Banks / Retail

48

Haier

27

Appliances

Rank Change: +27
Industry: Appliances

Also view in:

Global India

49

Vivo

28

Electronics

Rank Change: -28
Industry: Electronics

50

Vanguard

14

Retail / Grocery

Rank Change: +14
Industry: Retail / Grocery

51

UNIQLO

29

Retail / Fashion; clothes

Rank Change: -29
Industry: Retail / Fashion; clothes

Also view in:

Global Japan United Kingdom

52

Deppon

3

Shipping / Mail

Rank Change: +3
Industry: Shipping / Mail

53

FamilyMart

15

Retail / Health and beauty; drugstore

Rank Change: -15
Industry: Retail / Health and beauty; drugstore

Also view in:

Global Japan

54

ctrip.com

42

Travel / Booking

Rank Change: +42
Industry: Travel / Booking

55

Philips

22

Electronics

Rank Change: -22
Industry: Electronics

56

China Unicom

10

Telecommunications / Cell phone service providers

Rank Change: +10
Industry: Telecommunications / Cell phone service providers

57

Pinduoduo

48

Internet retail

Rank Change: -48
Industry: Internet retail

58

Weibo

10

Social media

Rank Change: +10
Industry: Social media

59

Bosideng

13

Retail / Fashion; clothes

Rank Change: -13
Industry: Retail / Fashion; clothes

60

 

Poizon

 

Internet retail

Rank Change: N/A
Industry: Internet retail

61

GOME

15

Retail / General (mega / department store)

Rank Change: +15
Industry: Retail / General (mega / department store)

62

Yunda Express

38

Shipping / Mail

Rank Change: -38
Industry: Shipping / Mail

63

HLA

37

Retail / Fashion; clothes

Rank Change: -37
Industry: Retail / Fashion; clothes

64

iQIYI.com

24

Media (newspapers, TV, online, mobile)

Rank Change: -24
Industry: Media (newspapers, TV, online, mobile)

65

Decathlon

7

Retail / Fashion; clothes

Rank Change: -7
Industry: Retail / Fashion; clothes

67

ASUS

16

Electronics

Rank Change: +16
Industry: Electronics

68

Xiaomi

2

Electronics

Rank Change: +2
Industry: Electronics

69

Spring Airlines

33

Travel / Air

Rank Change: +33
Industry: Travel / Air

70

Bear Electric

54

Appliances

Rank Change: -54
Industry: Appliances

71

China Gas

10

Utilities

Rank Change: +10
Industry: Utilities

72

Saicmobility

41

Travel / Car rental

Rank Change: +41
Industry: Travel / Car rental

73

Li-Ning

37

Fitness

Rank Change: -37
Industry: Fitness

74

China Telecom

6

Telecommunications / Cell phone service providers

Rank Change: +6
Industry: Telecommunications / Cell phone service providers

75

Peace Bird

10

Retail / Fashion; clothes

Rank Change: -10
Industry: Retail / Fashion; clothes

76

Hayatt

50

Travel / Hotels

Rank Change: +50
Industry: Travel / Hotels

77

Han Ting

20

Travel / Hotels

Rank Change: -20
Industry: Travel / Hotels

78

Air China

46

Travel / Air

Rank Change: +46
Industry: Travel / Air

79

ICBC

15

Banks / Retail

Rank Change: +15
Industry: Banks / Retail

80

TCL

20

Appliances

Rank Change: -20
Industry: Appliances

81

Home

37

Travel / Hotels

Rank Change: -37
Industry: Travel / Hotels

82

Sony

35

Electronics

Rank Change: -35
Industry: Electronics

83

Lenovo

6

Electronics

Rank Change: +6
Industry: Electronics

84

LY.com

42

Travel / Booking

Rank Change: -42
Industry: Travel / Booking

85

Home Original Chicken

3

Restaurants

Rank Change: +3
Industry: Restaurants

86

bilibili

83

Media (newspapers, TV, online, mobile)

Rank Change: -83
Industry: Media (newspapers, TV, online, mobile)

87

Geely

13

Automotive

Rank Change: -13
Industry: Automotive

Also view in:

Global Saudi Arabia

88

China Railway

21

Travel / Train

Rank Change: +21
Industry: Travel / Train

89

Audi

38

Automotive

Rank Change: +38
Industry: Automotive

90

China Construction Bank

18

Banks / Retail

Rank Change: -18
Industry: Banks / Retail

91

China Southern Airline

26

Travel / Air

Rank Change: +26
Industry: Travel / Air

92

Honda

5

Automotive

Rank Change: +5
Industry: Automotive

Also view in:

Global Japan United States

93

Jinjiang

41

Travel / Hotels

Rank Change: -41
Industry: Travel / Hotels

94

Bank of Communications

12

Banks / Retail

Rank Change: +12
Industry: Banks / Retail

95

China Eastern

9

Travel / Air

Rank Change: -9
Industry: Travel / Air

96

State Grid

17

Utilities

Rank Change: -17
Industry: Utilities

97

Marriott

5

Travel / Hotels

Rank Change: -5
Industry: Travel / Hotels

98

China Merchants Bank

5

Banks / Retail

Rank Change: +5
Industry: Banks / Retail

99

Walmart

71

Retail / Grocery

Rank Change: -71
Industry: Retail / Grocery

Also view in:

Global United States

100

 

Sinopec Group

 

Utilities

Rank Change: No Change
Industry: Utilities

101

Caocao

28

Travel / Car rental

Rank Change: -28
Industry: Travel / Car rental

102

 

BYD

 

Automotive

Rank Change: N/A
Industry: Automotive

103

Four Seasons

2

Travel / Hotels

Rank Change: -2
Industry: Travel / Hotels

Also view in:

Saudi Arabia

104

China National Petroleum Corp

20

Utilities

Rank Change: -20
Industry: Utilities

106

Hainan Airlines

9

Travel / Air

Rank Change: +9
Industry: Travel / Air

107

 

Volkswagen

 

Automotive

Rank Change: No Change
Industry: Automotive

108

Bank of China

15

Banks / Retail

Rank Change: -15
Industry: Banks / Retail

109

BMW

5

Automotive

Rank Change: -5
Industry: Automotive

110

Mercedes-Benz

12

Automotive

Rank Change: +12
Industry: Automotive

111

Leading Idea

5

Automotive

Rank Change: +5
Industry: Automotive

112

Hilton

17

Travel / Hotels

Rank Change: +17
Industry: Travel / Hotels

113

Tongrentang

44

Retail / Health and beauty; drugstore

Rank Change: -44
Industry: Retail / Health and beauty; drugstore

114

Tuniu

51

Travel / Booking

Rank Change: -51
Industry: Travel / Booking

115

China Water Affairs Group Limited

16

Utilities

Rank Change: -16
Industry: Utilities

116

Hyundai

21

Automotive

Rank Change: -21
Industry: Automotive

117

Morphy Richards

27

Appliances

Rank Change: -27
Industry: Appliances

118

NIO

7

Automotive

Rank Change: +7
Industry: Automotive

119

DJI

14

Electronics

Rank Change: +14
Industry: Electronics

120

Shouqi

42

Travel / Car rental

Rank Change: -42
Industry: Travel / Car rental

121

China Life Insurance

9

Health insurance

Rank Change: +9
Industry: Health insurance

122

Mandarin Oriental

1

Travel / Hotels

Rank Change: +1
Industry: Travel / Hotels

123

Changan

9

Automotive

Rank Change: +9
Industry: Automotive

124

Tesla

5

Automotive

Rank Change: -5
Industry: Automotive

Also view in:

Global United States

125

Booking.com

3

Travel / Booking

Rank Change: +3
Industry: Travel / Booking

Also view in:

Global United Kingdom

126

CRRC Corporation Limited

5

Travel / Train

Rank Change: -5
Industry: Travel / Train

127

China National Offshore Oil Corporation

9

Utilities

Rank Change: -9
Industry: Utilities

128

ZTE

57

Electronics

Rank Change: -57
Industry: Electronics

129

Ping An Insurance

9

General insurance

Rank Change: -9
Industry: General insurance

131

People’s Insurance Company of China

23

General insurance

Rank Change: -23
Industry: General insurance

132

Taikang Life

27

Health insurance

Rank Change: -27
Industry: Health insurance

133

CHINA Taiping Insurance

2

General insurance

Rank Change: -2
Industry: General insurance

134

China Pacific Insurance

20

General insurance

Rank Change: -20
Industry: General insurance

Industry Rankings

Industry Simplicity Score Simplicity Premium
950 N/A
Industry Simplicity Score Simplicity Premium
946 8.5%
Industry Simplicity Score Simplicity Premium
893 11.2%
Industry Simplicity Score Simplicity Premium
889 8.6%
Industry Simplicity Score Simplicity Premium
864 8.5%
Industry Simplicity Score Simplicity Premium
802 N/A
Industry Simplicity Score Simplicity Premium
778 8.7%
Industry Simplicity Score Simplicity Premium
778 13.4%
Industry Simplicity Score Simplicity Premium
768 8.6%
Industry Simplicity Score Simplicity Premium
761 8.3%
Industry Simplicity Score Simplicity Premium
746 9.2%
Industry Simplicity Score Simplicity Premium
742 11.6%
Industry Simplicity Score Simplicity Premium
736 4.5%
Industry Simplicity Score Simplicity Premium
721 8.5%
Industry Simplicity Score Simplicity Premium
701 8.5%
Industry Simplicity Score Simplicity Premium
698 5.9%
Industry Simplicity Score Simplicity Premium
670 10.3%
Industry Simplicity Score Simplicity Premium
658 7.6%
Industry Simplicity Score Simplicity Premium
636 5.6%
Industry Simplicity Score Simplicity Premium
613 N/A
Industry Simplicity Score Simplicity Premium
600 8.5%

22

Industry Simplicity Score Simplicity Premium
598 9.2%
Industry Simplicity Score Simplicity Premium
574 8.2%
Industry Simplicity Score Simplicity Premium
332 10.6%
Industry Simplicity Score Simplicity Premium
240 7.4%

Money to be made

All brands can benefit from simplifying, but not all might benefit equally. To understand which worldwide brands can reap the greatest financial reward, and what they need do to command more for their services, download the full report.