Apple, Huawei Technologies, and Xiaomi have emerged as the top three brands favored by mainland Chinese consumers based on online purchasing behavior, according to a new ranking released by Peking University. The report, supported by data from Taobao and Tmall Group (TTG), presents China’s first “Top 500 Online Consumer Brands List,” offering insights into consumer preferences in the country’s vast e-commerce market.
Apple secured the top position with a perfect score of 100, followed closely by Huawei with 95.3 and Xiaomi at 95.1. Home appliance manufacturers Midea Group and Haier ranked fourth and fifth, respectively. Lenovo Group, the world’s largest personal computer maker, took the sixth spot. Kweichou Moutai, the renowned liquor brand, followed in seventh place, while Nike, Li Ning, and Adidas completed the top 10.
Domestic brands dominated the list, with 344 out of the top 500 positions. This reflects a strong preference among mainland consumers for familiar, established local brands, particularly in tech and home appliances. The report found that in the 3C category—computers, communications, and consumer electronics—as well as home appliances, lesser-known brands lagged significantly behind in competitiveness.
The report highlights that well-known tech giants like Apple, Huawei, and Xiaomi continue to lead across various subcategories, with consumer trust and brand recognition playing crucial roles in purchasing decisions. This pattern aligns with a broader trend of rising consumer confidence, which has strengthened over recent quarters.
Economic indicators also support this trend. China’s economy posted a 5.4% year-on-year GDP growth in the first quarter of the year, with retail sales rising 4.6% over the same period. Peking University’s China Online Consumer Brand Index has now recorded five consecutive quarters of year-on-year growth, signaling steady improvement in consumption quality and national brand perception.
The report also highlights the growing appetite for hi-tech products among Chinese consumers. Fast-rising names like Unitree Robotics, which develops humanoid robots, drone giant DJI, and AI firm iFlytek were identified as emerging leaders in the smart device segment.
These findings were released ahead of China’s major 618 shopping festival. During the initial phase of TTG’s promotion, over 13,000 brands reportedly doubled their sales in the first hour compared to last year. Apple’s official Tmall store saw record-breaking results within just 20 minutes of the campaign’s start.
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