SHEIN: brand power 2022

According to BrandZ ranking as of 2022, the Chinese fast fashion brand SHEIN received 1,070 brand power scores during the survey period, ranking tenth in the Chinese global brand builder list. The online retailer has overtaken Amazon to be the most downloaded shopping app and sells in more than 150 countries.

Brand strength of SHEIN Group from 2020 to 2022 (in BrandZ brand power scores*)

Characteristic	Brand power in BrandZ scores
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Release date

July 2022

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Region

China

Survey time period

2020 to 2022

Supplementary notes

*To create the top Chinese global brand builders ranking list, a 4-step methodology was created:
1. Seven country markets with substantial future export potential were selected, and 14 product categories in which Chinese brands are active overseas were identified.
2. Initial 231 Chinese brands were selected and then filtered to include only those with relatively high awareness and consideration scores. This exercise yielded 150 Chinese brands. The Chinese brands met two eligibility criteria: each brand was originally created by a mainland China enterprise and each brand derives a portion of revenue from overseas business.
3. Three ingredients of Brand Power were calculated: Meaningful (meeting functional and emotional needs in relevant ways); Different (being distinctive or trend setting); and Salient (coming easily to mind in a buying situation). Brand Power is a BrandZ metric of brand equity, the predisposition of consumers to choose a particular brand.
4. The levels of awareness and consideration were leveraged to adjust for the impact that variations of category size and market competition have on the Brand Power scores of the 150 Chinese brands.

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