Tencent, Xiaomi and SHEIN Top Gen Z Brand Rankings as Chinese Companies Go Global
Tencent, Xiaomi and SHEIN have claimed the top three spots in the first-ever ranking of Chinese global brands most favored by Generation Z consumers, according to a new report released by Snapchat and Kantar. The rankings reflect a strategic shift among Chinese companies from pursuing sales growth to building cross-cultural, sustainable brands with global resonance.
The survey covered Gen Z consumers—those born between 1997 and 2012—across Europe, North America, the Middle East and other markets, analyzing their social behaviors and brand preferences. Gen Z represents approximately 25% of the global population and is reshaping consumption patterns worldwide. The research found that compared to other age groups, Gen Z consumers are more demanding of cross-border brands but show the highest acceptance of Chinese brands.
Tencent led the gaming category, Xiaomi topped the consumer electronics segment, and SHEIN dominated e-commerce. According to Tencent's financial reports, international markets accounted for over 30% of its gaming revenue in the second quarter of 2025, as overall gaming revenue reached record highs for the fourth consecutive quarter.
The rankings assessed three key metrics: whether consumers form emotional connections with brands and recognize their functional value; whether they perceive distinctive characteristics within their categories; and whether brands become their first choice when needs arise.
Gaming Giants Build Social Communities
Nine gaming brands made the list of 50 top Chinese global brands favored by Gen Z, with Tencent Games securing first place. The analysis attributed Tencent's success to its industry-leading gaming intellectual property, which naturally attracts Gen Z users through globally recognized franchises.
Tencent has created immersive gaming communities through team-based gameplay where players can share achievements, forming natural social spaces for young people. The company has also enhanced game experiences by launching augmented reality filters on social media platforms, allowing users to virtually "wear helmets" through their cameras.
The company's accelerated globalization has driven sustained growth in overseas markets, with international revenue continuing its upward trajectory alongside record-breaking overall gaming performance.
Electronics Brands Win With Value and Innovation
Twenty-six consumer electronics brands, led by Xiaomi, earned spots on the Gen Z ranking. The research identified three key success factors for these brands: offering quality products at competitive prices that align with Gen Z's "value-first" consumption philosophy; maintaining leadership through innovation focused on Gen Z needs, continuously attracting technology enthusiasts seeking novelty; and building interconnected smart ecosystems that establish deep connections with local Gen Z consumers rather than limiting themselves to single devices.
These Chinese electronics brands have successfully balanced rich functionality with accessible pricing, avoiding the premium positioning that could alienate cost-conscious younger consumers.
E-Commerce Platforms Blend Entertainment and Shopping
Seven e-commerce brands including SHEIN and AliExpress made the rankings by transcending traditional search-based models. These platforms have integrated light-hearted short video content marketing and provided more convenient, immersive and social online shopping experiences that resonate with Gen Z consumers.
SHEIN has emerged as a particularly notable force in cross-border e-commerce and the fashion industry. The company has invested over 15 billion yuan ($2.1 billion) cumulatively in building an intelligent supply chain system centered in Guangzhou, covering cities including Zhaoqing, Foshan and Jiangmen.
On-Demand Fashion Reshapes Industry
SHEIN's innovative "small-batch, quick-response" flexible supply chain model has positioned it as a leader driving digital, intelligent and green upgrades across China's domestic industrial chain. Through digital empowerment of suppliers, the company has built a system that can detect fashion trends in real-time and arrange production based on market and consumer demand.
This approach has reduced inventory rates to single digits, addressing the industry's persistent "high inventory" problem while providing global consumers with diverse, affordable fashion products. SHEIN develops advanced technological tools, equipment and processes based on suppliers' production and management needs, while providing comprehensive training support to promote green carbon reduction throughout the product lifecycle.
Since formally launching its platform model in 2023, SHEIN has replicated its flexible, on-demand supply chain experience across more industrial clusters. As of June 2025, the platform has attracted third-party sellers and brands across all categories from nearly 400 cities nationwide, becoming fertile ground for cultivating more cross-border success stories beyond apparel.
The company's investments exceeding 10 billion yuan in construction and upstream supplier empowerment are driving digital, intelligent and green transformation in traditional industries, helping more Chinese manufacturers efficiently expand into global markets.