5. Yanghe
Overall position: 27
Category: Alcohol
Brand value: US$1.98
The second baijiu maker to feature on the list, Yanghe successfully repositioned its brand toward the mid-price segment of the baijiu market and made the BrandZ listing of most valuable Chinese brands for the first time.
As it implemented its positioning change, on the back of government policies to limit extravagant spending, Yanghe also invested in ensuring quality standards by refining its production line brewing process and introducing technology to improve packaging.
Yanghe also focused product development and introduced an eco-series in May to promote green, healthy and natural baijiu. A red wine range had appeared two months earlier, backed by marketing campaigns that stressed the high quality, competitively priced and eco-friendly nature of the new products.