Prophet has released its China Brand Relevance Index for 2017, which reveals the most important brands for Chinese consumers. Local giants Alipay and WeChat took first and second place respectively, followed by Android, Ikea, Apple, Nike and Estée Lauder. The study found that digital, social media and ecommerce brands are very popular in China, as well as brands in the sharing economy, which is growing in popularity in the country. A spokesperson from Prophet commented on the findings, saying: “Brands today cannot stay still. They need to earn and re-earn loyalty at every micro moment in the customer journey, again and again. They have to be relentlessly relevant. This is more true in China than anywhere else.”
