CH:INA
These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.
1
Taobao.com
6
Internet retail
2
Taobao.com
Often touted as China’s answer to both eBay and Amazon, Taobao.com is China’s #1 online marketplace, and is also #1 in our China Simplicity Index. Surve respondents praised the brand’s ability to reduce the hassle of online shopping. “You can get everything without leaving home,” explains one respondent. The site also goes above and beyond to simplify the payments and shipping process, with streamlined mobile payment options and same-day shipping.
2
S.F. Express
15
Shipping / Mail
3
S.F. Express
One of China’s leading couriers, S.F. Express provides both domestic and international express delivery. In a country where couriers are known to be unreliable (think damaged and lost goods), S.F. Express has been able to remain above the fray. Respondents praise its reliability and speed, asserting that S.F. Express is faster and more secure than competitors.
3
Baidu
1
Internet search
4
Baidu
Baidu is a diverse web services company whose search engine boasts more than a billion visits per month. The brand’s ability to cull the vast web into orderly search results is the main attraction, with survey respondents specifically citing its easy-to-browse news items and rich library of videos. Users can get information without going “around the world to learn,” according to one respondent.
4
Tmall.com
1
Internet retail
5
Tmall.com
As Taobao’s e-commerce counterpart, Tmall.com mirrors its simple user experience. Respondents find the search function to be simple and robust, and the products high quality, making it easy to choose to use the online retailer with little hassle or worry. As European and American brands like Burberry establish their first Chinese e-commerce presence through dedicated Tmall e-stores, the brand is making it easy for consumers to purchase authentic products straight from the source.
5
McDonald’s
1
Restaurants
6
McDonald’s
Consistency is the key to this fast food giant’s appeal in China. The foolproof East-meets-West menu, stable prices and speedy service also contribute to the brand’s simplicity. McDonald’s—as well as another fast food brand on our list—is also tinkering with mobile payments, hoping to ensnare the ever-increasing number of tech-savvy Chinese smartphone users.
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6
Sogou
6
Internet search
7
Sogou
Sogou is a search engine—which is appropriate because its name means “search dog.” Its clean interface makes it easy to operate on both desktop computers and smartphones. The search engine is a clear but distant second to Baidu, though some marketers find it more convenient to advertise there due to the lower cost.
7
KFC
2
Restaurants
8
KFC
KFC will experiment with mobile payment methods in China, which has the potential to reinforce the brand’s image as fast and convenient, allowing even more expedited payment. Consumers really responded to the chain’s frequent new product launches and its easy-to-understand advertising.
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8
HaiDiLao Hot Pot
3
Restaurants
9
HaiDiLao Hot Pot
A hot pot chain in Beijing and Shanghai that is famous throughout China, Haidilao Hot Pot is a restaurant that allows customers to cook their own food tableside with a seemingly endless variety of customization options. Respondents praise the simple, fast and clean food preparation, with one explaining that “the process [is] easier and faster than other similar brands.”
9
3
Social media
10
This popular and approachable messaging and chat service has more than 829 million users in China. Since its inception in 1999, the service has grown to include video chat, social games, shopping, blogging and music streaming, making it a convenient one-stop shop for connecting with friends. Survey respondents call QQ simple because no matter where, what time, or on what device, “you can sit there with friends from different places.”
10
Alipay
Internet retail
11
Alipay
Launched by online retailer Alibaba Group, Alipay is a payment platform that commands the largest market share in China. Respondents praise its ease, speed and convenience, with one respondent calling it an “indispensible tool” for online shopping. And given China’s weak consumer protection laws, Alipay’s escrow feature—which allows buyers to withhold payment until receiving a satisfactory product—empowers consumers shopping online.
11
10
Social media
12
12
Huawei
42
Electronics
13
Huawei
13
OPPO
8
Electronics
14
OPPO
14
Xiaomi
14
Electronics
15
Xiaomi
15
Pizza Hut
4
Restaurants
16
Pizza Hut
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16
7-Days Inn
36
Travel / Hotels
17
7-Days Inn
17
Sina
29
Media
18
Sina
18
Suning
40
Retail / General
19
Suning
19
Shentong Express
5
Shipping / Mail
20
Shentong Express
20
Midea
9
Appliances
21
Midea
21
Youku
Social media
22
Youku
22
Home Inns
2
Travel / Hotels
23
Home Inns
23
Jinjiang Inns
Travel / Hotels
24
Jinjiang Inns
24
RT-Mart
Retail / General
25
RT-Mart
25
YTO Express
18
Shipping / Mail
26
YTO Express
26
JD.com
1
Internet retail
27
JD.com
27
Samsung
41
Electronics
28
Samsung
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28
4
Social media
29
29
IKEA
21
Retail / General
30
IKEA
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30
ZARA
29
Retail / Fashion
31
ZARA
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32
Yunda Express
17
Shipping / Mail
33
Yunda Express
33
Tudou
Social media
34
Tudou
34
Yihaodian.com
12
Retail / Grocery
35
Yihaodian.com
35
30
Internet search
36
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36
Immomo
19
Social media
37
Immomo
37
TCL
7
Electronics
38
TCL
38
Quanjude
20
Restaurants
39
Quanjude
39
Sohu
37
Media
40
Sohu
40
GREE
5
Appliances
41
GREE
41
Ctrip
3
Travel / Booking
42
Ctrip
42
Carrefour
18
Retail / Grocery
43
Carrefour
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43
Philips
31
Electronics
44
Philips
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44
ANTA
14
Fitness
45
ANTA
45
LY.com
19
Travel / Booking
46
LY.com
46
Didi Kuaidi
Travel / Car rental
47
Didi Kuaidi
47
Phoenix Television (PHTV)
30
Media
48
Phoenix Television (PHTV)
48
Decathlon
17
Retail / General
49
Decathlon
49
Marriott
36
Travel / Hotels
50
Marriott
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50
iQIYI.com
37
Social media
51
iQIYI.com
51
ASUS
31
Electronics
52
ASUS
52
GOME
14
Retail / General
53
GOME
53
Hisense
4
Appliances
54
Hisense
54
dianping.com
Social media
55
dianping.com
55
Netease
12
Media
56
Netease
56
Watsons
25
Retail / Health and beauty
57
Watsons
57
Lifeweek
Media
58
Lifeweek
58
Letv
Media
59
Letv
59
Qunar
43
Travel / Booking
60
Qunar
60
Amazon
27
Internet retail
61
Amazon
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61
Adidas
1
Fitness
62
Adidas
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62
HunanTV
9
Media
63
HunanTV
63
RenRen
22
Social media
64
RenRen
64
Li-Ning
7
Fitness
65
Li-Ning
65
Nike
17
Fitness
66
Nike
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67
UNIQLO
28
Retail / Fashion
68
UNIQLO
69
361 Degrees
42
Fitness
70
361 Degrees
70
HP
13
Electronics
71
HP
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71
H&M
35
Retail / Fashion
72
H&M
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72
BYD
31
Automotive
73
BYD
73
ZTE
28
Electronics
74
ZTE
74
Douban
18
Social media
75
Douban
75
Sony
4
Electronics
76
Sony
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76
Apple
34
Electronics
77
Apple
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77
China Merchants Bank
17
Banks / Retail
78
China Merchants Bank
78
Gap
17
Retail / Fashion
79
Gap
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79
Hilton
29
Travel / Hotels
80
Hilton
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80
China Unicom
19
Telecom / Cell phone
81
China Unicom
81
Vivo
Electronics
82
Vivo
82
Tongrentang
24
Retail / Health and beauty
83
Tongrentang
83
Sasa
13
Retail / Health and beauty
84
Sasa
84
eLong
74
Travel / Booking
85
eLong
85
Zuche.com
Travel / Car rental
86
Zuche.com
86
Bosideng
Retail / Fashion
87
Bosideng
87
China Mobile
36
Telecom / Cell phone
88
China Mobile
88
Tuniu
16
Travel / Booking
89
Tuniu
89
Social media
90
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90
Changan
1
Automotive
91
Changan
91
Spring Airlines
1
Travel / Air
92
Spring Airlines
92
Sephora
42
Retail / Health and beauty
93
Sephora
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93
Lvmama
Travel / Booking
94
Lvmama
94
Mannings
14
Retail / Health and beauty
95
Mannings
95
Hyundai
5
Automotive
96
Hyundai
96
Audi
Automotive
97
Audi
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97
Volkswagen
4
Automotive
98
Volkswagen
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98
EMS
13
Shipping / Mail
99
EMS
99
Southern Weekend
30
Media
100
Southern Weekend
100
Toyota
1
Automotive
101
Toyota
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102
China Eastern Airlines
18
Travel / Air
103
China Eastern Airlines
103
Chery QQ
39
Automotive
104
Chery QQ
104
AIA
10
General insurance
105
AIA
105
China Construction Bank
Banks / Retail
106
China Construction Bank
106
Hainan Airlines
27
Travel / Air
107
Hainan Airlines
107
Bank of China
5
Banks / Retail
108
Bank of China
108
China Telecom
2
Telecom / Cell phone
109
China Telecom
109
Industrial and Commercial Bank of China (ICBC)
4
Banks / Retail
110
Industrial and Commercial Bank of China (ICBC)
110
State Grid
8
Utilities
111
State Grid
111
Bank of Communications
Banks / Retail
112
Bank of Communications
112
Agricultural Bank of China
3
Banks / Retail
113
Agricultural Bank of China
113
China Southern Airlines
35
Travel / Air
114
China Southern Airlines
114
China Gas
Utilities
115
China Gas
115
China National Petroleum Corp
Utilities
116
China National Petroleum Corp
With several respondents calling it a “monopoly,” what incentive does China’s largest integrated energy company have to simplify if there’s no competition? Like energy companies we’ve identified as complex in other regions, Chinese respondents bemoan the lack of transparent billing and high, unexplained prices.
116
Air China
18
Travel / Air
117
Air China
Air China seems to have a lot going for it; it was the first airline in China to offer wi-fi, it has a fleet renewal program in the works, and there is only one fatal accident on record in its 27-year history. But none of these things seem to matter to respondents, who cite the airline’s cumbersome procedures and numerous delays as reasons for complexity.
117
Geely
42
Automotive
118
Geely
Geely, an automotive manufacturer that owns both Volvo and the London Taxi Company, seems to be a victim of the paradox of choice: survey respondents report confusion from the number of car models it offers and difficulty differentiating between them. China is currently experiencing a downturn in its automotive industry, so if Geely—whose cars are often pricy— wants to attract the dwindling number of consumers, perhaps it should clarify its value proposition.
118
South Beauty
26
Restaurants
119
South Beauty
This high-end Sichuanese restaurant chain has run into some trouble this year. The self-proclaimed “Louis Vuitton” of restaurant groups had its assets frozen in response to an anti-corruption crackdown, the exact details of which are still under wraps. Consumers have taken note, explaining that all the negative news coverage, gossip surrounding its executives and public feuding with other prominent Chinese figures contributes to the brand’s complexity.
119
New China Life
3
General insurance
120
New China Life
You might notice a theme among the final five brands in the China Simplicity Index: They’re all insurance companies. Survey respondents dock points from New China Life specifically for making it difficult to file claims, with one respondent complaining that the company fails to tell customers important information until they have an urgent need for the insurance.
120
Taikang Life
1
General insurance
121
Taikang Life
Impenetrable contracts are at the root of the complexity of Taikang Life, a life and health insurance company based in Beijing. This year, Taikang has reportedly been preparing for an initial public offering in the Shanghai and Hong Kong stock exchanges, so perhaps public accountability will increase the company’s transparency and simplicity.
121
Ping An Insurance
4
General insurance
122
Ping An Insurance
Several respondents used the word “dizzy” when referring to experiences with this insurance company. The brand also breeds suspicion, with survey respondents calling the company deceptive and overly interested in “self-protection” rather than customer service. And what customer service is in place, respondents call excessive and harassing.
122
China Life Insurance
2
General insurance
123
China Life Insurance
Distrust colored many of the survey responses regarding the China Life Insurance complex. While some do acknowledge that insurance is an inherently complicated industry, the feeling about China Life is that they are using the complexity to hide underhanded operations.
123
China Pacific Insurance
4
General insurance
124
China Pacific Insurance
Terms, conditions, rules and regulations—it’s the technicalities that make China Pacific Insurance complex, according to our respondents. “Regulations are many and complicated,” reads one typical answer. To distinguish itself from the pack at the bottom of the list, China Pacific should attempt to demystify its legalese.
124
People’s Insurance Company of China
1
General insurance
125
People’s Insurance Company of China
At the very bottom of the list this year is the People’s Insurance Company of China, the only state-owned insurance company on the list. Respondents report getting lost in its heavy use of jargon and its mire of procedures and processes. Unique among the insurance companies on our list, respondents complained about issues after receiving policy payouts. “A lot of trouble when you receive insurance money,” says one survey respondent.