October 18th, 2021, Melissa Pang
Marking the first in our annual retail Rankings series, YouGov’s Retail Rankings 2021 China reveals the top ranked consumer brands within the sector. The Rankings are based on Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
YouGov Retail Rankings 2021 in China: Luxury Fashion 奢侈品牌
In China, retail brand CHANEL leads the luxury fashion list this year with a score of 32.8. Dior came in second with a score of 29.7. In third and fourth position were Giorgio Armani and Hermès respectively scoring 23.3 and 20.1. Rounding out the top five Gucci scored 17.8.
YouGov Retail Top Improvers 2021 in China: Luxury Fashion 奢侈品牌
In China's most improved luxury fashion brand list, Gucci came up on top with a rise of +1.3 points, sitting ahead of Coach (+1.1 points). The third and fourth places were taken by Hermès (+1.0 point) and Alexander McQueen (+0.4 points). The top improver list is completed by Louis Vuitton and Fendi, with an increase of +0.3 and +0.2 points respectively.
YouGov Retail Rankings 2021 in China: Sports Athletic Fashion 体育运动时尚
Retail brand Lining tops the Sports Athletic Fashion list this year in China with a score of 32.1. The second place is occupied by Nike with a score of 21.6. In third and fourth position were Anta and Adidas respectively scoring 21.2 and 20.2. Rounding out the top five Xtep scored 11.3.
YouGov Retail Top Improvers 2021 in China: Sports Athletic Fashion 体育运动时尚
In China's most improved sports athletic fashion brand list, Lining came up on top with a rise of +6.4 points. Anta came in second with an increase of +4.8 points. The third and fourth places were taken by ERKE and Kbird, with the rise of +4.7 and +1.8 points respectively. Top five improved list is completed by 361 ͦ, with an increase of +1.7 points.
YouGov Retail Rankings 2021 in China: Watches & Jewelry 钟表和/或珠宝
In China, Rolex leads the Watches & Jewelry list this year with a score of 29.6. Casio comes in second with a score of 22.3. The third and fourth position are occupied by Chow Tai Fook and Omega, respectively scoring 21.3 & 14.6. Rounding out the top five Cartier scored 13.6.
YouGov Retail Top Improvers 2021 in China: Watches & Jewelry 钟表和/或珠宝
Chow Tai Fook tops the most improved watches & jewelry list in China this year, with a rise of +2.3 points. Patek Philippe comes in second with +1.7 points. The third and fourth places were taken by Bvlgari and Chow Sang Sang, both rise +1.2 points. Top five improved list is completed by Vacheron Constantin, with an increase of +0.6 points.
YouGov Retail Rankings 2021 in China: Mainstream Fashion 时尚品牌
In China, retail brand Bosideng leads the mainstream fashion list this year with a score of 29.3. UNIQLO came in second with a score of 16.2. In third and fourth position were Metersbonwe and Levi's respectively scoring 14.9 and 11.9. Rounding out the top five Victoria's Secret scored 10.9.
YouGov Retail Top Improvers 2021 in China: Mainstream Fashion 时尚品牌
Bosideng tops the most improved mainstream fashion brand list in China this year, with a rise of +3.3 points. JNBY comes in second with +0.4 points. The improver list is completed by Metersbonwe and Tommy Hilfiger, both with an increase of +0.1 points.
The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the retail sector around the globe. Want to know more? To see your brand’s Index ranking please click here and one of our experts will be in touch.
Methodology:
The brands in YouGov Retail Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
The rankings chart shows the brands with the highest average index score between 1st September 2020 and 31st August 2021. The improver chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. The scores are representative of the general population of adults 18+ (some are online representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables