Take your brand global — with the culture on your side.
Totem is the brand-growth partner for Chinese brands going global. We combine a unique dataset on China's outbound brands with the strategy, storytelling and performance craft to position them — and win — in every market that matters.
A unique set of data on China's global brands.
Totem has tracked the growth of Chinese brands on the global stage for years, publishing an annual Top 100 ranking and analysis of who is winning, where they're growing, and the strategies fuelling it — plus focused mini-reports on pricing, social engagement, culture and category champions.
China's Top 100 Global Brands 2026: from price arbitrage to brand conviction
Totem's 5th annual ranking of China's top 100 global brands: 447 brands tracked, a 3,500-consumer survey across 7 markets, and why prices are still too low.
Get the report →China's Pricing Gap: why Chinese brands are leaving billions on the table
Totem's 2026 pricing snapshot: Chinese brands discount an average 14.8% below global rivals in the US & UK — and up to 30% in Japan and Korea — even though 17–20% of consumers say they'd pay full price. A self-imposed ceiling, not market demand. From a 3,500-consumer Rakuten Insight × Totem survey.
Get the report →China's Social Engagement Leaders: the Chinese brands winning on social
Totem's 2026 social analysis of 100 Chinese global brands across YouTube, Facebook, Instagram and TikTok: the engagement-rate leaders on each platform, and why ZTE RedMagic — the only brand top-five everywhere — leads the composite ranking on community, not follower count.
Get the report →China's Culture Class: ten Chinese consumer brands earning genuine cool
Totem's 2026 shortlist of ten Chinese consumer brands earning genuine cultural cool by design, not discount — POP MART, Miniso, VIVAIA, ANTA, Florasis, Chagee and more — drawn from a ranking of 447 Chinese brands going global.
Get the report →China's Global Category Champions: ten Chinese tech brands defining their categories
Totem's 2026 profile of ten Chinese tech brands leading their global categories — DJI, Bambu Lab, Insta360, BYD, Anker, Roborock, Unitree and Xreal — best-in-class, made in China, and sold to the world.
Get the report →Geographic Analysis of China's Global Brands: where they're winning, and where sentiment still resists
Totem × Meltwater map China's top 100 brands across 7 regions and 170+ countries: regional presence, consumer sentiment, and the markets where growth is fastest.
Get the report →China's Top 100 Global Brands 2024: quantity over quality, and the branding shortfall
Totem's 2nd annual ranking of China's top 100 global brands: 251 brands audited, why 56% were built for global markets, and the brand-equity gap behind the numbers.
Get the report →Chinese Brands Going Global 2022: quantity over quality, and the long road to brand equity
Totem ranks the Top 100 outbound Chinese brands from a 615-brand set. Shein leads, but average social engagement trails global DTC brands by 2.4x.
Get the report →Totem is your brand guardian — from positioning to performance.
Brand positioning & identity · marketing plans & guide books · key visuals, website & social design — the full brand system, built for global markets.
Market Insights
- Market entry & expansion
- Competitor research
- Positioning & planning
- Media-mix modelling
- Audience research & insights
- Social CRM planning
- Business-goals analysis
- Data visualisation
Storytelling
- Brand & social guidelines
- Editorial & social content
- Branded content creation
- Documentaries & TVC
- Short video (TikTok)
- Livestreams & viral video
- Motion graphics
- Website / app UI & UX
Performance
- Full plan-to-implementation
- Creative ideation & plans
- Media ROI analysis
- Social ads (FB, IG, TikTok)
- Media & KOLs
- Partner & co-ops
We help identify, prioritise and enter the right markets.
Position correctly, with strategic plans and the right partners — including regulatory and political guidance on friendly markets versus challenging ones. Our data maps where Chinese brands already have presence, and where the runway is longest.
A global toolkit for Chinese brands
Combinant is our dedicated platform focused on helping Chinese brands go global — tools, resources and connections for the outbound journey.