MAKING STRIDES GLOBALLY
This shift in consumer perception is not just happening in Singapore. Over the past five years, Chinese consumer brands have been closing the gap with international competitors worldwide.
Xiaomi, for instance, is now one of the leading smartphone brands globally.
The brand, established in 2010, ranked second in global smartphone sales as of August 2024, according to global research firm Counterpoint. In the first quarter of 2025, it also overtook Apple to reclaim the top spot in the global wearable band market, which grew 13 per cent to 46.6 million units.
Drone maker DJI is another notable example, currently holding around 70 per cent of the global drone market. Its drones are used in various sectors such as filmmaking, agriculture, and industrial inspections across more than 100 countries.
In the sportswear industry, Li-Ning and Anta are two of China’s largest sportswear brands, and they are seeing rapid growth globally.
For example, in 2024, Anta grew its global market share to 3.38 per cent, up from 2.92 per cent in 2022, while market leader US brand Nike’s share dropped from 17.06 per cent to 15.72 per cent, according to financial publication Nikkei Asia.
Beyond technology and fashion, Chinese brands are making inroads into the global food and lifestyle sectors, signalling a broader acceptance of Chinese consumer culture worldwide.
Haidilao, China’s renowned hotpot chain, has expanded its presence to over 1,300 restaurants globally, including locations in the US, the United Kingdom and Australia.
Closer to home, a recent report by Singapore-based research firm Momentum Works revealed that as of the end of 2024, over 6,100 outlets of Chinese food and beverage (F&B) brands were operating across Southeast Asia, with Singapore and Malaysia housing the largest concentration of these brands.
Momentum Works does not have a breakdown of how many are in Singapore but said that as of the first half of last year, 32 Chinese F&B brands were operating 184 outlets in Singapore.
Dr Samer Elhajjar, senior lecturer of marketing at the National University of Singapore’s (NUS) Business School, said these shifts reflect a broader change in global brand influence, as Chinese brands, once anonymous manufacturers behind Western logos, are now becoming visible, influential, and even aspirational brands in their own right.
“Ten years ago, the strategy was simple: undercut competitors on price. Today, price remains a factor, but there’s a new sophistication in how these brands present themselves.
“Xiaomi, for example, no longer sells itself as a budget alternative to Apple. It’s presenting a whole ecosystem from phones to smart air purifiers to wearables, and building an identity around technological convenience and design,” he said.
Dr Elhajjar also pointed to other brands that draw on traditional Chinese aesthetics and heritage, using elegant packaging and storytelling to appeal to a global audience seeking something unique.
Veteran economist Song Seng Wun said China’s focus over the past 40 years has been squarely on growth, creating jobs, lifting millions out of poverty and building businesses from the ground up.
“In the early days, it was more about copying and pasting existing business models. But over time, domestic competition pushed them to innovate and improve. They became highly adaptable and quick to adopt new technologies.”
He added that Chinese companies excel at understanding consumer needs, often utilising data analytics to refine their offerings, which gives them a competitive edge.
Mr Song, who is also an economic adviser at CGS International Securities Singapore, said the success of Chinese brands today also reflects how closely aligned the country’s policymakers are with the private sector in creating better-paying jobs across both urban and rural areas.
“You can think of it like Singapore on a much larger scale. How do we upgrade agriculture, for example? Through machines, improved hygiene, and more efficient methods. This raises farmer incomes and boosts productivity.
“And with better infrastructure and digital connectivity, people can start businesses even in rural areas. They don’t need to migrate to cities just to find work,” he said.
“So the push isn’t just industrial. It’s also digital and service-driven.”
WHAT IS DRIVING THE SHIFT IN SINGAPORE
Value for money remains a top reason why many are turning to Chinese fashion, technology and home goods, as they believe these brands offer affordable options without compromising too much on quality.
Social entrepreneur Valery Tan, 28, told CNA TODAY that growing up, she remembers friends and classmates often saying, “Chinese products spoil easily” or “quality is bad”, which influenced her views.
