China

Brand Simplicity Index

3.
Tmall.com

Rank change from Previous Year:

N/A

Brand Simplicity Score:

875

Industry:

Internet retail


Tmall.com, one of the largest online retail websites in China and a spin-off from Taobao, makes its debut on the China Simplicity Index at #3. Respondents say they can find almost anything here, and appreciate Tmall.com’s clear and comprehensive classifications. They also give Tmall points for creating a “genuine shopping experience.”

4.
McDonald’s

Rank change from 2013:

+11

Brand Simplicity Score:

861

Industry:

Restaurants


McDonald’s—the world's most ubiquitous hamburger joint—operates nearly 2,000 outlets in China. Based on its strong finish in this year’s Simplicity Index—up 11 spots from last year—consumers are satisfied with the experience. That’s saying a lot considering the recent “expired meat” scandal that hurt the fast-food chain in China as well as competitors like KFC and Pizza Hut. But respondents say they still like McDonald’s convenience, proximity, user-friendly menus and customer service.

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5.
KFC

Rank change from 2013:

-1

Brand Simplicity Score:

860

Industry:

Restaurants


KFC has been catering to local tastes for much of its 27-year history in China. And with more outlets there than any other foreign fast-food chain, KFC is by definition more accessible than its competitors. Although it was impacted by a recent food-safety scandal like its competitors, KFC still wins simplicity points for quick service and a simple menu that’s, as one respondent puts it, “suitable for a fast-paced life.”

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7.
Taobao.com

Rank change from 2013:

-1

Brand Simplicity Score:

811

Industry:

Internet retail


Taobao, the largest online shopping website in China, is still going strong on the Simplicity Index. Often referred to as China’s eBay, respondents like Taobao’s convenience, its affordable pricing and the ease of finding many of “the basic necessities of life” on the site. That’s, no doubt, a function of Taobao integrating more offerings into its platform, including household services and movie ticket purchasing.

8.
IKEA

Rank change from 2013:

+6

Brand Simplicity Score:

801

Industry:

Retail/General


The Swedish furnishing giant returns to the Top 10 in China, up six spots from #14 in 2013. Consumers say they like the store’s cozy environment, the intuitive, minimalist simplicity of the products, and how it saves space and simplifies their home environment. And now that IKEA is offering appliances like refrigerators and TVs, and opening more locations throughout China, respondents see the brand as offering even more convenience.

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9.
HI-24

Rank change from 2013:

-4

Brand Simplicity Score:

790

Industry:

Retail/Grocery


Beijing-based Hi-24 is all about convenience. Respondents find the chain offers rich choices, low prices and consistency across its stores. And with Hi-24’s expansion into even more neighborhoods, consumers say it’s getting easier to pick up everyday necessities at all hours.

10.
eLong

Rank change from 2013:

+47

Brand Simplicity Score:

784

Industry:

Travel/Booking


Discount online travel site Elong soars from 57th place on the China Simplicity Index to #10 this year. Credit an easy-to-navigate website that respondents say offers a “rational layout” they can “operate smoothly.” That kind of simplicity leads consumers to the conclusion that it’s easier and cheaper to book their travel with Elong, which now books apartment rentals as well.

11.
HaiDiLaoHuoGuo

Rank change from 2013:

+11

Brand Simplicity Score:

776

Industry:

Restaurants

14.
Shentong Express

Rank change from 2013:

+9

Brand Simplicity Score:

772

Industry:

Shipping/Mail

15.
Yunda Express

Rank change from Previous Year:

N/A

Brand Simplicity Score:

770

Industry:

Shipping/Mail

16.
Qunar

Rank change from 2013:

+16

Brand Simplicity Score:

770

Industry:

Travel/Booking

17.
S.F. Express

Rank change from 2013:

-14

Brand Simplicity Score:

763

Industry:

Shipping/Mail

18.
Quanjude

Rank change from Previous Year:

N/A

Brand Simplicity Score:

761

Industry:

Restaurants

19.
Pizza Hut

Rank change from 2013:

+49

Brand Simplicity Score:

757

Industry:

Restaurants

20.
Home Inns

Rank change from 2013:

-7

Brand Simplicity Score:

757

Industry:

Travel/Hotels

21.
OPPO

Rank change from 2013:

-12

Brand Simplicity Score:

750

Industry:

Electronics

22.
Yihaodian.com

Rank change from Previous Year:

N/A

Brand Simplicity Score:

749

Industry:

Retail/Grocery

23.
Lenovo

Rank change from 2013:

+39

Brand Simplicity Score:

749

Industry:

Electronics


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24.
Carrefour

Rank change from 2013:

+31

Brand Simplicity Score:

748

Industry:

Retail/Grocery


Also view in:

25.
JD.com

Rank change from 2013:

+6

Brand Simplicity Score:

748

Industry:

Internet retail

26.
LY.com

Rank change from Previous Year:

N/A

Brand Simplicity Score:

746

Industry:

Travel/Booking

27.
361 Degrees

Rank change from 2013:

-15

Brand Simplicity Score:

746

Industry:

Fitness

28.
Xiaomi

Rank change from 2013:

+47

Brand Simplicity Score:

745

Industry:

Electronics

29.
Midea

Rank change from 2013:

+19

Brand Simplicity Score:

745

Industry:

Appliances

30.
ANTA

Rank change from 2013:

-12

Brand Simplicity Score:

745

Industry:

Fitness

31.
Decathlon

Rank change from Previous Year:

N/A

Brand Simplicity Score:

738

Industry:

Retail/General

33.
Meters/bonwe

Rank change from 2013:

-23

Brand Simplicity Score:

737

Industry:

Retail/Fashion

34.
Haier

Rank change from 2013:

+9

Brand Simplicity Score:

737

Industry:

Appliances


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35.
GREE

Rank change from 2013:

+42

Brand Simplicity Score:

733

Industry:

Appliances

36.
H&M

Rank change from 2013:

+16

Brand Simplicity Score:

732

Industry:

Retail/Fashion

38.
Ctrip

Rank change from 2013:

+9

Brand Simplicity Score:

728

Industry:

Travel/Booking

39.
UNIQLO

Rank change from 2013:

-3

Brand Simplicity Score:

726

Industry:

Retail/Fashion

40.
HTC

Rank change from 2013:

+24

Brand Simplicity Score:

722

Industry:

Electronics


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42.
Apple

Rank change from 2013:

+69

Brand Simplicity Score:

720

Industry:

Electronics

43.
YTO Express

Rank change from Previous Year:

N/A

Brand Simplicity Score:

718

Industry:

Shipping/Mail

44.
TCL

Rank change from 2013:

+30

Brand Simplicity Score:

716

Industry:

Electronics

45.
ZTE

Rank change from 2013:

+47

Brand Simplicity Score:

715

Industry:

Electronics

46.
Sina

Rank change from 2013:

-20

Brand Simplicity Score:

712

Industry:

Media

47.
C&A

Rank change from 2013:

-28

Brand Simplicity Score:

707

Industry:

Retail/Fashion


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48.
Nike

Rank change from 2013:

-10

Brand Simplicity Score:

703

Industry:

Fitness

49.
Hisense

Rank change from 2013:

+27

Brand Simplicity Score:

702

Industry:

Appliances

50.
Sephora

Rank change from 2013:

+21

Brand Simplicity Score:

702

Industry:

Retail/Health and beauty


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51.
China Mobile

Rank change from 2013:

+27

Brand Simplicity Score:

698

Industry:

Telecom/Cell phone

52.
7-Days Inn

Rank change from 2013:

-41

Brand Simplicity Score:

698

Industry:

Travel/Hotels

53.
HunanTV

Rank change from 2013:

-9

Brand Simplicity Score:

697

Industry:

Media

54.
Huawei

Rank change from Previous Year:

N/A

Brand Simplicity Score:

696

Industry:

Electronics

57.
Li-Ning

Rank change from 2013:

-40

Brand Simplicity Score:

692

Industry:

Fitness

58.
Suning

Rank change from 2013:

-17

Brand Simplicity Score:

692

Industry:

Retail/General

59.
ZARA

Rank change from 2013:

-24

Brand Simplicity Score:

686

Industry:

Retail/Fashion

60.
Adidas

Rank change from 2013:

-7

Brand Simplicity Score:

683

Industry:

Fitness

61.
Gap

Rank change from 2013:

N/A

Brand Simplicity Score:

680

Industry:

Retail/Fashion

62.
Lvmama

Rank change from Previous Year:

N/A

Brand Simplicity Score:

679

Industry:

Travel/Booking

63.
Walmart

Rank change from 2013:

-26

Brand Simplicity Score:

679

Industry:

Retail/Grocery


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64.
Chery QQ

Rank change from Previous Year:

+29

Brand Simplicity Score:

677

Industry:

Automotive

66.
GOME

Rank change from 2013:

+7

Brand Simplicity Score:

674

Industry:

Retail/General

67.
Netease

Rank change from Previous Year:

N/A

Brand Simplicity Score:

671

Industry:

Media

68.
Samsung

Rank change from 2013:

-5

Brand Simplicity Score:

664

Industry:

Electronics

69.
Southern Weekend

Rank change from 2013:

-9

Brand Simplicity Score:

664

Industry:

Media

70.
Didi

Rank change from Previous Year:

N/A

Brand Simplicity Score:

656

Industry:

Travel/Car rental

71.
Sony

Rank change from 2013:

+34

Brand Simplicity Score:

654

Industry:

Electronics

72.
Tuniu

Rank change from Previous Year:

N/A

Brand Simplicity Score:

652

Industry:

Travel/Booking

73.
Huazhu Hotel

Rank change from Previous Year:

N/A

Brand Simplicity Score:

651

Industry:

Travel/Hotels

74.
Philips

Rank change from 2013:

+7

Brand Simplicity Score:

646

Industry:

Electronics

75.
Geely

Rank change from 2013:

+9

Brand Simplicity Score:

646

Industry:

Automotive

76.
Sohu

Rank change from 2013:

-7

Brand Simplicity Score:

643

Industry:

Media

77.
Phoenix Television (PHTV)

Rank change from Previous Year:

-21

Brand Simplicity Score:

643

Industry:

Media

78.
China Southern Airlines

Rank change from 2013:

+25

Brand Simplicity Score:

640

Industry:

Travel/Air

79.
Hainan Airlines

Rank change from 2013:

+19

Brand Simplicity Score:

636

Industry:

Travel/Air

80.
Mannings

Rank change from 2013:

-14

Brand Simplicity Score:

629

Industry:

Retail/Health and beauty

81.
Watson’s

Rank change from 2013:

-27

Brand Simplicity Score:

629

Industry:

Retail/Health and beauty

82.
ASUS

Rank change from Previous Year:

N/A

Brand Simplicity Score:

621

Industry:

Electronics

83.
HP

Rank change from 2013:

+4

Brand Simplicity Score:

620

Industry:

Electronics

84.
China Eastern Airlines

Rank change from 2013:

+17

Brand Simplicity Score:

608

Industry:

Travel/Air

85.
Marriott

Rank change from 2013:

-26

Brand Simplicity Score:

606

Industry:

Travel/Hotels

86.
Wangfujin

Rank change from Previous Year:

N/A

Brand Simplicity Score:

605

Industry:

Retail/General

87.
Amazon

Rank change from 2013:

N/A

Brand Simplicity Score:

605

Industry:

Internet retail

88.
WanDa Square

Rank change from Previous Year:

N/A

Brand Simplicity Score:

603

Industry:

Retail/General

89.
Changan

Rank change from Previous Year:

N/A

Brand Simplicity Score:

602

Industry:

Automotive

90.
Spring Airlines

Rank change from Previous Year:

N/A

Brand Simplicity Score:

597

Industry:

Travel/Air

91.
Shanghai Airlines

Rank change from 2013:

-2

Brand Simplicity Score:

595

Industry:

Travel/Air

92.
South Beauty

Rank change from 2013:

-12

Brand Simplicity Score:

587

Industry:

Restaurants

93.
Volkswagen

Rank change from 2013:

-11

Brand Simplicity Score:

576

Industry:

Automotive

94.
China Merchants Bank

Rank change from 2013:

+2

Brand Simplicity Score:

576

Industry:

Banks/Retail

95.
BGCTV

Rank change from Previous Year:

N/A

Brand Simplicity Score:

574

Industry:

Telecom/Cable

96.
Sasa

Rank change from 2013:

-13

Brand Simplicity Score:

567

Industry:

Retail/Health and beauty

97.
Kuaidi

Rank change from Previous Year:

N/A

Brand Simplicity Score:

565

Industry:

Travel/Car rental

98.
Air China

Rank change from 2013:

+9

Brand Simplicity Score:

564

Industry:

Travel/Air

99.
China Unicom

Rank change from 2013:

0

Brand Simplicity Score:

560

Industry:

Telecom/Cell phone

100.
Hyundai

Rank change from Previous Year:

N/A

Brand Simplicity Score:

558

Industry:

Automotive

101.
Toyota

Rank change from 2013:

+9

Brand Simplicity Score:

557

Industry:

Automotive

102.
BHG

Rank change from Previous Year:

N/A

Brand Simplicity Score:

556

Industry:

Retail/Grocery

103.
BYD

Rank change from 2013:

-54

Brand Simplicity Score:

549

Industry:

Automotive

104.
China Resources Vanguard

Rank change from Previous Year:

N/A

Brand Simplicity Score:

542

Industry:

Retail/Grocery

105.
China Construction Bank

Rank change from 2013:

+8

Brand Simplicity Score:

541

Industry:

Banks/Retail

106.
Tongrentang

Rank change from 2013:

-6

Brand Simplicity Score:

536

Industry:

Retail/Health and beauty

107.
China Tietong

Rank change from Previous Year:

N/A

Brand Simplicity Score:

521

Industry:

Telecom/Cell phone

108.
Hilton

Rank change from 2013:

-36

Brand Simplicity Score:

519

Industry:

Travel/Hotels

109.
Agricultural Bank of China

Rank change from 2013:

+7

Brand Simplicity Score:

499

Industry:

Banks/Retail

110.
China Telecom

Rank change from Previous Year:

N/A

Brand Simplicity Score:

493

Industry:

Telecom/Cell phone

111.
EMS

Rank change from Previous Year:

N/A

Brand Simplicity Score:

483

Industry:

Shipping/Mail

112.
Bank of China

Rank change from 2013:

+3

Brand Simplicity Score:

476

Industry:

Banks/Retail

113.
Industrial and Commercial Bank of China (ICBC)

Rank change from 2013:

+1

Brand Simplicity Score:

473

Industry:

Banks/Retail

114.
AIA

Rank change from 2013:

+4

Brand Simplicity Score:

449

Industry:

General insurance


Multinational insurance giant AIA engages the services of subsidiaries and affiliates around the world, but advertises very little, leaving the impression that it is a “strange,” “veiled” and foreign entity. On top of that sentiment, consumers lament overly complex and confusing terms and conditions presented in ways they don’t understand.

115.
China National Petroleum Corp

Rank change from Previous Year:

N/A

Brand Simplicity Score:

387

Industry:

Utilities


China Petroleum & Chemical Company (CPCC) is another giant, state-owned entity like CNPC with limited market exposure in China. Respondents say that just fuels the feeling of “non-transparency.” In fact, some said they see the company as a “monopoly” where power and influence is “hidden.” Coupled with poor service, it’s not surprising to find CPCC in the Bottom 10.

116.
CPCC

Rank change from Previous Year:

N/A

Brand Simplicity Score:

375

Industry:

Utilities


China Petroleum & Chemical Company (CPCC) is another giant, state-owned entity like CNPC with limited market exposure in China. Respondents say that just fuels the feeling of “non-transparency.” In fact, some said they see the company as a “monopoly” where power and influence is “hidden.” Coupled with poor service, it’s not surprising to find CPCC in the Bottom 10.

117.
PingAn Insurance

Rank change from Previous Year:

+4

Brand Simplicity Score:

371

Industry:

General insurance


PingAn is all too much for survey respondents, who say they are overwhelmed by the brand’s “too many types of insurance products” and “too much marketing information.” Making matters worse are the “complex contractual terms,” a website they can’t make sense of and policies they don’t totally understand.

118.
State Grid

Rank change from Previous Year:

N/A

Brand Simplicity Score:

352

Industry:

Utilities


With an ongoing series of probes into the energy sector that included an audit of State Grid, transparency is not only preferred, it’s required. So when respondents say they find the world’s largest state-owned electric utilities company “mysterious,” something they are not quite able to understand, and that it leaves a “poor impression,” you have a formula for complexity.

119.
China Pacific Insurance

Rank change from 2013:

+1

Brand Simplicity Score:

336

Industry:

General insurance


China Pacific Insurance (CPI), a life insurance company that offers products covering life, annuity, health and accident, has been trying to improve its website. But it seems CPI still has a far way to go to get anything close to simple. Respondents say they have trouble filling orders, find services hard to understand and find terms and rules overwhelming.

120.
China Life Insurance

Rank change from 2013:

+2

Brand Simplicity Score:

328

Industry:

General insurance


China Life Insurance is the largest life insurance company in China. As it continually expands its service categories and products, respondents complain that China Life offers an excess of choices. Consumers note they are also frustrated by the company’s complicated and redundant procedures.

121.
Taikang Life

Rank change from Previous Year:

N/A

Brand Simplicity Score:

306

Industry:

General insurance


This Beijing-based insurance company receives the same criticism from respondents that’s lobbed at other insurers—complicated procedures, products that are hard to understand with multiple provisions and a feeling that the company is deceptive. With services that range from life insurance to asset management, part of Taikang’s business also focuses on high-risk investments connected to real estate and retirement community projects, which brings more regulation, more terms and, clearly, more complexity.

122.
New China Life

Rank change from Previous Year:

N/A

Brand Simplicity Score:

288

Industry:

General insurance


There’s nothing new or particularly special about New China Life Insurance when it comes to issues and complaints. Respondents note that claims provisions are difficult to understand and that procedures are cumbersome. Others view terms of service as a trap.

123.
People’s Insurance Company of China

Rank change from 2013:

0

Brand Simplicity Score:

275

Industry:

General insurance


People’s Insurance Company appears exactly where it did last year—at the very bottom of the China Simplicity Index. Complicated forms, multiple terms, advertising that’s hard to understand and just a general sense that “domestic insurance companies [are] unreliable” all account for the brand’s sorry state of simplicity.

Industry Rankings

2.
Internet retail

Industry Simplicity Score:

843

Simplicity Premium:

4.8%

3.
Electronics

Industry Simplicity Score:

800

Simplicity Premium:

5.4%

4.
Appliances

Industry Simplicity Score:

748

Simplicity Premium:

5.3%

6.
Retail/Grocery

Industry Simplicity Score:

680

Simplicity Premium:

4.4%

7.
Shipping/Mail

Industry Simplicity Score:

679

Simplicity Premium:

4.0%

8.
Retail/General

Industry Simplicity Score:

674

Simplicity Premium:

5.2%

9.
Restaurants

Industry Simplicity Score:

673

Simplicity Premium:

5.9%

10.
Media

Industry Simplicity Score:

671

Simplicity Premium:

4.5%

11.
Retail/Fashion

Industry Simplicity Score:

655

Simplicity Premium:

6.1%

12.
Travel/Hotels

Industry Simplicity Score:

651

Simplicity Premium:

5.2%

13.
Travel/Booking

Industry Simplicity Score:

631

Simplicity Premium:

4.4%

14.
Travel/Air

Industry Simplicity Score:

628

Simplicity Premium:

5.0%

15.
Telecom/Cell phone

Industry Simplicity Score:

628

Simplicity Premium:

5.0%

16.
Travel/Train

Industry Simplicity Score:

613

Simplicity Premium:

5.2%

17.
Automotive

Industry Simplicity Score:

612

Simplicity Premium:

6.1%

18.
Telecom/Cable

Industry Simplicity Score:

582

Simplicity Premium:

4.6%

19.
Banks/Retail

Industry Simplicity Score:

562

Simplicity Premium:

4.7%

20.
Retail/Health and beauty

Industry Simplicity Score:

547

Simplicity Premium:

4.6%

21.
Fitness

Industry Simplicity Score:

536

Simplicity Premium:

5.7%

22.
Travel/Car rental

Industry Simplicity Score:

492

Simplicity Premium:

5.6%

23.
Utilities

Industry Simplicity Score:

445

Simplicity Premium:

4.0%

24.
Health insurance

Industry Simplicity Score:

301

Simplicity Premium:

5.4%

25.
General insurance

Industry Simplicity Score:

240

Simplicity Premium:

5.1%

The simplicity premium

Depending on the industry, up to 54% of people are willing to pay more for simpler experiences and interactions. The amount they are willing to pay varies by industry but is significant.

For simpler experiences, people would pay:

simplicityPremium_China_white_698

Money to be made

All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in China can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.