Alibaba is the world's most valuable non-U.S. retail brand, according to WPP and Kantar
Overall, Alibaba ranked second on the 2019 «BrandZ Retail Top 75» list published by WPP and Kantar, just behind Amazon and ahead of McDonald’s. Alibaba climbed in the rankings this year, with its brand value growing by 48 percent to nearly 131.25 billion U.S. dollars. The most valuable Swiss brand is Rolex, ranked 30th.
Alibaba was the only brand from China, even from across Asia, in the top 10. BrandZ combines analysis of retailers' financial performance with the opinions of millions of consumers surveyed in over 50 markets around the world. BrandZ's announcement follows one earlier this month in which Alibaba was named China's overall most valuable brand.
BrandZ notes that "Alibaba is the world's largest online and mobile commerce company whose business encompasses the entire process of how shoppers discover, buy and receive items." In a section on the realignment of the retail year, BrandZ cited the group's annual 11.11 Global Shopping Festival, saying, "Alibaba has made Singles Day the biggest shopping event in the world."
"If you want to see the future of retail, look to China - in many ways the country is leading the world," says BrandZ. "Chinese consumers use the smartphone for every aspect of their lives."
The entire BrandZ report is available as PDF here (direct link).
