Jifen Bao has the strongest brand advocates among Chinese consumers, new analysis from YouGov BrandIndex reveals.
The rewards programme for all Alipay supported sites heads the list with a score of 77.8. Alipay itself comes in second (75.5), and Chinese electronic manufacturer Huawei (72.9) completes the top three.
YouGov’s rankings are a form of net promoter score and look at the brands’ current and former customers and analyse which ones have the highest proportion of people recommending them to a family member or friend.
The top ten comprises of brands from a wide variety of industries. Printer companies HP and Canon come in fifth (70.1) and tenth (67.0) respectively, while fuel brands also make the list, with Shell in sixth (69.7) and Castrol in seventh (69.5).
The list is completed with local appliance manufacturer Gree in fourth (70.3), Swiss luxury watchmaker Rolex in eighth (69.2) and national carrier Air China in ninth (67.9).
YouGov also reveals which brands have the most improved level of customer advocacy. Samsung Flatscreen comes top (a rise of +13.7 points), ahead of Alibaba-owned ecommerce site Taobao (up +10.2 points) and Samsung (improving by +8.8 points).
Ervin Ha, Head of Data Products commented: “A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand, and Chinese brands have come up on top. Not only are the top three brands home-grown, they are also all within the consumer tech space; showing the rapport between Chinese tech brands and consumers”.
The YouGov BrandIndex Brand Advocacy Rankings were calculated by measuring recommend scores among each brand’s customers for the twelve-month period through October 2018. Scores are calculated by subtracting the negative responses from the positive responses. Respondents were drawn from YouGov’s online panels of 6 million consumers across 38 markets. The index looks to give brands a good indication on how well or poorly they have been doing in terms of their customer service, as well as quality of services and products provided.