Asia-Pacific · October 2026 · refreshed monthly
The brands AI wants in China
7 AI models were asked how well they know the top brands in China and how far they agree with the 36 statements of the Havas Science of Desire 2.0. Each brand is scored out of 10 and indexed against the other brands in its segment: 100 is the segment average. This is the first month for this market; change appears from next month.
250 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI
Attraction
The head: the pull of standing out, being better and being talked about.
Affinity
The heart: trusted, sharing my values and reflecting who I am and belong with.
Attachment
The habits: dependable, part of the routine, and missed if it were gone.
Finance
26 brands. Index 100 is the segment's average Desire of 5.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | WeChat Pay 微信支付 | Cards & payments | 150 | 7.8 | — | 7.9 | 7.0 | 8.6 | 7/7 |
| 2 | Alipay 支付宝 | Cards & payments | 136 | 7.1 | — | 7.3 | 5.7 | 8.3 | 7/7 |
| 3 | Yu'e Bao 余额宝 | Investing & savings | 135 | 7.1 | — | 7.1 | 6.1 | 8.2 | 7/7 |
| 4 | China Merchants Bank 招商银行 | Banks | 121 | 6.3 | — | 6.3 | 5.6 | 7.1 | 7/7 |
| 5 | Ping An 中国平安 | Insurance | 117 | 6.1 | — | 6.8 | 5.2 | 6.4 | 7/7 |
| 6 | Ant Fortune 蚂蚁财富 | Investing & savings | 114 | 6.0 | — | 6.2 | 5.1 | 6.7 | 7/7 |
| 7 | Xueqiu 雪球 | Investing & savings | 114 | 6.0 | — | 6.2 | 5.9 | 5.8 | 7/7 |
| 8 | Tonghuashun 同花顺 | Investing & savings | 110 | 5.8 | — | 6.1 | 5.1 | 6.2 | 7/7 |
| 9 | East Money 东方财富 | Investing & savings | 108 | 5.7 | — | 6.1 | 4.9 | 6.0 | 7/7 |
| 10 | Huabei 花呗 | Cards & payments | 107 | 5.6 | — | 6.0 | 4.4 | 6.4 | 7/7 |
| 11 | Bank of China 中国银行 | Banks | 102 | 5.4 | — | 5.0 | 4.9 | 6.2 | 7/7 |
| 12 | ICBC 中国工商银行 | Banks | 101 | 5.3 | — | 4.7 | 4.8 | 6.4 | 7/7 |
| 13 | China Construction Bank 中国建设银行 | Banks | 98 | 5.2 | — | 4.5 | 4.7 | 6.3 | 7/7 |
| 14 | UnionPay 银联 | Cards & payments | 98 | 5.1 | — | 4.8 | 4.7 | 6.0 | 7/7 |
| 15 | JD Baitiao 京东白条 | Cards & payments | 95 | 5.0 | — | 5.1 | 4.0 | 5.8 | 7/7 |
| 16 | Licaitong 腾讯理财通 | Investing & savings | 92 | 4.8 | — | 4.6 | 4.3 | 5.6 | 7/7 |
| 17 | Postal Savings Bank of China 中国邮政储蓄银行 | Banks | 89 | 4.7 | — | 3.6 | 4.5 | 5.8 | 7/7 |
| 18 | Agricultural Bank of China 中国农业银行 | Banks | 89 | 4.6 | — | 3.8 | 4.3 | 5.9 | 7/7 |
| 19 | China Life 中国人寿 | Insurance | 86 | 4.5 | — | 4.5 | 4.1 | 4.9 | 7/7 |
| 20 | PICC 中国人保 | Insurance | 84 | 4.4 | — | 4.3 | 4.0 | 4.8 | 7/7 |
| 21 | Taikang 泰康 | Insurance | 81 | 4.3 | — | 4.4 | 3.9 | 4.4 | 7/7 |
| 22 | Bank of Communications 交通银行 | Banks | 79 | 4.1 | — | 3.4 | 4.0 | 5.0 | 7/7 |
| 23 | Cloud QuickPass 云闪付 | Cards & payments | 78 | 4.1 | — | 4.0 | 3.6 | 4.7 | 7/7 |
| 24 | CPIC 中国太保 | Insurance | 78 | 4.1 | — | 4.0 | 3.8 | 4.5 | 7/7 |
| 25 | China Taiping 中国太平 | Insurance | 72 | 3.8 | — | 3.7 | 3.5 | 4.1 | 7/7 |
| 26 | New China Life 新华保险 | Insurance | 66 | 3.5 | — | 3.4 | 3.2 | 3.8 | 7/7 |
Grocery
6 brands. Index 100 is the segment's average Desire of 4.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Hema 盒马 | Supermarkets | 130 | 6.4 | — | 7.2 | 5.4 | 6.5 | 7/7 |
| 2 | Sam's Club 山姆会员店 | Supermarkets | 125 | 6.1 | — | 6.5 | 5.4 | 6.4 | 7/7 |
| 3 | Yonghui 永辉超市 | Supermarkets | 91 | 4.5 | — | 4.3 | 4.0 | 5.1 | 7/7 |
| 4 | Walmart 沃尔玛 | Supermarkets | 87 | 4.2 | — | 4.2 | 3.6 | 5.0 | 7/7 |
| 5 | Meiyijia 美宜佳 | Supermarkets | 86 | 4.2 | — | 3.9 | 3.6 | 5.1 | 7/7 |
| 6 | RT-Mart 大润发 | Supermarkets | 81 | 4.0 | — | 3.7 | 3.4 | 4.7 | 7/7 |
Retail
28 brands. Index 100 is the segment's average Desire of 5.4 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Taobao 淘宝 | Online marketplaces | 134 | 7.2 | — | 7.7 | 6.3 | 7.7 | 7/7 |
| 2 | Xiaomi Home 小米之家 | Electricals retail | 133 | 7.2 | — | 7.6 | 6.7 | 7.3 | 7/7 |
| 3 | JD 京东 | Electricals retail | 126 | 6.8 | — | 6.9 | 5.9 | 7.6 | 7/7 |
| 4 | IKEA 宜家 | Home, furniture & DIY | 125 | 6.7 | — | 7.1 | 6.2 | 6.8 | 7/7 |
| 5 | Huawei Store 华为体验店 | Electricals retail | 124 | 6.7 | — | 7.3 | 6.1 | 6.7 | 7/7 |
| 6 | Sephora 丝芙兰 | Health & beauty stores | 124 | 6.7 | — | 7.3 | 6.2 | 6.5 | 7/7 |
| 7 | JD.com 京东 | Online marketplaces | 120 | 6.5 | — | 6.2 | 5.7 | 7.6 | 7/7 |
| 8 | Tmall 天猫 | Online marketplaces | 119 | 6.4 | — | 6.4 | 5.8 | 7.2 | 7/7 |
| 9 | Douyin Mall 抖音商城 | Online marketplaces | 118 | 6.4 | — | 7.5 | 5.7 | 6.0 | 7/7 |
| 10 | MUJI 无印良品 | Home, furniture & DIY | 118 | 6.4 | — | 6.2 | 6.5 | 6.4 | 7/7 |
| 11 | Xianyu 闲鱼 | Online marketplaces | 117 | 6.3 | — | 7.0 | 6.1 | 5.8 | 7/7 |
| 12 | Pinduoduo 拼多多 | Online marketplaces | 115 | 6.2 | — | 7.3 | 4.9 | 6.5 | 7/7 |
| 13 | Miniso 名创优品 | Department & variety stores | 108 | 5.8 | — | 6.5 | 5.1 | 5.9 | 7/7 |
| 14 | KKV | Department & variety stores | 104 | 5.6 | — | 6.5 | 5.2 | 5.2 | 7/7 |
| 15 | Watsons 屈臣氏 | Health & beauty stores | 103 | 5.6 | — | 5.4 | 5.0 | 6.3 | 7/7 |
| 16 | SKP | Department & variety stores | 102 | 5.5 | — | 6.3 | 5.1 | 5.1 | 7/7 |
| 17 | Wangfujing 王府井百货 | Department & variety stores | 85 | 4.6 | — | 4.5 | 4.3 | 4.9 | 7/7 |
| 18 | Oppein 欧派 | Home, furniture & DIY | 85 | 4.6 | — | 4.7 | 4.2 | 4.9 | 7/7 |
| 19 | Laobaixing Pharmacy 老百姓大药房 | Health & beauty stores | 81 | 4.4 | — | 3.8 | 4.0 | 5.4 | 7/7 |
| 20 | Suning 苏宁易购 | Electricals retail | 79 | 4.3 | — | 4.1 | 3.9 | 4.8 | 7/7 |
| 21 | DaShenLin 大参林 | Health & beauty stores | 78 | 4.2 | — | 3.8 | 3.7 | 5.2 | 7/7 |
| 22 | Red Star Macalline 红星美凯龙 | Home, furniture & DIY | 77 | 4.2 | — | 4.1 | 3.8 | 4.5 | 7/7 |
| 23 | Intime 银泰百货 | Department & variety stores | 76 | 4.1 | — | 3.9 | 3.9 | 4.5 | 7/7 |
| 24 | Kuka 顾家家居 | Home, furniture & DIY | 75 | 4.1 | — | 4.1 | 3.8 | 4.3 | 7/7 |
| 25 | Easyhome 居然之家 | Home, furniture & DIY | 75 | 4.1 | — | 4.0 | 3.8 | 4.5 | 7/7 |
| 26 | Yifeng Pharmacy 益丰大药房 | Health & beauty stores | 73 | 4.0 | — | 3.4 | 3.6 | 4.9 | 7/7 |
| 27 | Five Star 五星电器 | Electricals retail | 64 | 3.4 | — | 3.1 | 3.3 | 3.9 | 6/7 |
| 28 | Gome 国美 | Electricals retail | 61 | 3.3 | — | 3.3 | 3.0 | 3.6 | 7/7 |
Fashion
18 brands. Index 100 is the segment's average Desire of 6.1 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Nike 耐克 | Sportswear & footwear | 121 | 7.4 | — | 7.8 | 7.1 | 7.3 | 7/7 |
| 2 | Uniqlo 优衣库 | Clothing retail | 116 | 7.1 | — | 7.1 | 6.4 | 7.8 | 7/7 |
| 3 | Li-Ning 李宁 | Sportswear & footwear | 114 | 7.0 | — | 7.3 | 6.8 | 6.8 | 7/7 |
| 4 | Chanel 香奈儿 | Luxury | 113 | 6.9 | — | 7.7 | 6.4 | 6.6 | 7/7 |
| 5 | Hermès 爱马仕 | Luxury | 110 | 6.7 | — | 7.3 | 6.5 | 6.2 | 7/7 |
| 6 | Louis Vuitton 路易威登 | Luxury | 110 | 6.7 | — | 7.4 | 6.2 | 6.5 | 7/7 |
| 7 | Dior 迪奥 | Luxury | 106 | 6.5 | — | 7.3 | 6.0 | 6.1 | 7/7 |
| 8 | Anta 安踏 | Sportswear & footwear | 105 | 6.4 | — | 6.4 | 6.2 | 6.6 | 7/7 |
| 9 | Gucci 古驰 | Luxury | 104 | 6.4 | — | 7.5 | 5.8 | 5.8 | 7/7 |
| 10 | Adidas 阿迪达斯 | Sportswear & footwear | 104 | 6.3 | — | 6.3 | 6.1 | 6.5 | 7/7 |
| 11 | Cartier 卡地亚 | Luxury | 101 | 6.2 | — | 6.6 | 5.8 | 6.0 | 7/7 |
| 12 | Zara 飒拉 | Clothing retail | 95 | 5.8 | — | 6.8 | 5.1 | 5.5 | 7/7 |
| 13 | FILA 斐乐 | Sportswear & footwear | 93 | 5.7 | — | 5.9 | 5.7 | 5.5 | 7/7 |
| 14 | Bosideng 波司登 | Clothing retail | 93 | 5.7 | — | 5.9 | 5.2 | 6.0 | 7/7 |
| 15 | Xtep 特步 | Sportswear & footwear | 81 | 5.0 | — | 4.9 | 4.8 | 5.1 | 7/7 |
| 16 | H&M | Clothing retail | 79 | 4.8 | — | 5.4 | 4.3 | 4.8 | 7/7 |
| 17 | Semir 森马 | Clothing retail | 77 | 4.7 | — | 4.7 | 4.5 | 5.0 | 7/7 |
| 18 | Heilan Home 海澜之家 | Clothing retail | 77 | 4.7 | — | 4.4 | 4.4 | 5.3 | 7/7 |
Food & drink
23 brands. Index 100 is the segment's average Desire of 5.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Coca-Cola 可口可乐 | Soft drinks | 119 | 6.8 | — | 7.2 | 6.1 | 7.0 | 7/7 |
| 2 | Lao Gan Ma 老干妈 | Packaged food & hot drinks | 118 | 6.7 | — | 7.0 | 6.0 | 7.1 | 7/7 |
| 3 | Moutai 茅台 | Alcoholic drinks | 117 | 6.7 | — | 7.6 | 6.3 | 6.2 | 7/7 |
| 4 | Nongfu Spring 农夫山泉 | Soft drinks | 115 | 6.5 | — | 6.6 | 6.0 | 7.1 | 7/7 |
| 5 | Oreo 奥利奥 | Snacks & confectionery | 111 | 6.3 | — | 6.9 | 5.6 | 6.5 | 7/7 |
| 6 | Genki Forest 元气森林 | Soft drinks | 109 | 6.2 | — | 7.4 | 5.6 | 5.8 | 7/7 |
| 7 | Lay's 乐事 | Snacks & confectionery | 106 | 6.0 | — | 6.6 | 5.3 | 6.3 | 7/7 |
| 8 | Tsingtao 青岛啤酒 | Alcoholic drinks | 104 | 6.0 | — | 6.1 | 5.7 | 6.0 | 7/7 |
| 9 | Weilong 卫龙 | Snacks & confectionery | 104 | 5.9 | — | 6.8 | 5.3 | 5.6 | 7/7 |
| 10 | Master Kong 康师傅 | Packaged food & hot drinks | 101 | 5.8 | — | 5.7 | 5.0 | 6.7 | 7/7 |
| 11 | Three Squirrels 三只松鼠 | Snacks & confectionery | 100 | 5.7 | — | 6.2 | 5.2 | 5.7 | 7/7 |
| 12 | Wahaha 娃哈哈 | Soft drinks | 99 | 5.7 | — | 5.3 | 5.4 | 6.3 | 7/7 |
| 13 | Wuliangye 五粮液 | Alcoholic drinks | 99 | 5.7 | — | 6.2 | 5.4 | 5.4 | 7/7 |
| 14 | Haitian 海天 | Packaged food & hot drinks | 99 | 5.6 | — | 5.4 | 4.9 | 6.7 | 7/7 |
| 15 | Dove 德芙 | Snacks & confectionery | 99 | 5.6 | — | 5.3 | 5.3 | 6.2 | 7/7 |
| 16 | Nescafé 雀巢咖啡 | Packaged food & hot drinks | 93 | 5.3 | — | 5.3 | 4.8 | 5.9 | 7/7 |
| 17 | Want Want 旺旺 | Snacks & confectionery | 93 | 5.3 | — | 5.2 | 4.8 | 5.9 | 7/7 |
| 18 | Snow 雪花啤酒 | Alcoholic drinks | 90 | 5.2 | — | 5.0 | 4.8 | 5.7 | 7/7 |
| 19 | Budweiser 百威 | Alcoholic drinks | 90 | 5.1 | — | 5.3 | 4.9 | 5.2 | 7/7 |
| 20 | Uni-President 统一 | Packaged food & hot drinks | 87 | 5.0 | — | 4.8 | 4.3 | 5.8 | 7/7 |
| 21 | Yanghe 洋河 | Alcoholic drinks | 86 | 4.9 | — | 5.1 | 4.8 | 4.8 | 7/7 |
| 22 | Arawana 金龙鱼 | Packaged food & hot drinks | 84 | 4.8 | — | 4.4 | 4.2 | 5.8 | 7/7 |
| 23 | C'estbon 怡宝 | Soft drinks | 75 | 4.3 | — | 3.9 | 3.9 | 5.0 | 7/7 |
Eating out
17 brands. Index 100 is the segment's average Desire of 5.6 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Haidilao 海底捞 | Fast food & restaurants | 127 | 7.1 | — | 7.6 | 6.7 | 7.0 | 7/7 |
| 2 | Luckin Coffee 瑞幸咖啡 | Coffee shops & bakeries | 121 | 6.8 | — | 7.7 | 5.4 | 7.3 | 7/7 |
| 3 | Meituan Waimai 美团外卖 | Food delivery | 121 | 6.8 | — | 7.1 | 5.4 | 7.9 | 7/7 |
| 4 | Starbucks 星巴克 | Coffee shops & bakeries | 118 | 6.6 | — | 6.5 | 6.5 | 6.9 | 7/7 |
| 5 | KFC 肯德基 | Fast food & restaurants | 112 | 6.3 | — | 6.9 | 5.4 | 6.6 | 7/7 |
| 6 | McDonald's 麦当劳 | Fast food & restaurants | 109 | 6.2 | — | 6.5 | 5.4 | 6.6 | 7/7 |
| 7 | Manner Coffee Manner | Coffee shops & bakeries | 108 | 6.0 | — | 6.3 | 5.7 | 6.1 | 7/7 |
| 8 | Meituan Shangou 美团闪购 | Food delivery | 103 | 5.8 | — | 6.3 | 4.6 | 6.5 | 7/7 |
| 9 | Holiland 好利来 | Coffee shops & bakeries | 102 | 5.7 | — | 6.0 | 5.4 | 5.7 | 7/7 |
| 10 | Ele.me 饿了么 | Food delivery | 100 | 5.6 | — | 5.8 | 4.6 | 6.5 | 7/7 |
| 11 | Pizza Hut 必胜客 | Fast food & restaurants | 92 | 5.2 | — | 5.3 | 4.9 | 5.3 | 7/7 |
| 12 | Taobao Shangou 淘宝闪购 | Food delivery | 91 | 5.1 | — | 5.5 | 4.3 | 5.5 | 7/7 |
| 13 | Cotti Coffee 库迪咖啡 | Coffee shops & bakeries | 88 | 4.9 | — | 5.3 | 4.2 | 5.3 | 7/7 |
| 14 | Tastien 塔斯汀 | Fast food & restaurants | 86 | 4.8 | — | 5.6 | 4.4 | 4.6 | 6/7 |
| 15 | JD Waimai 京东外卖 | Food delivery | 84 | 4.7 | — | 4.7 | 4.3 | 5.2 | 7/7 |
| 16 | Dicos 德克士 | Fast food & restaurants | 71 | 4.0 | — | 4.0 | 3.6 | 4.3 | 7/7 |
| 17 | Lucky Cup 幸运咖 | Coffee shops & bakeries | 67 | 3.8 | — | 3.8 | 3.5 | 4.0 | 7/7 |
Technology
24 brands. Index 100 is the segment's average Desire of 6.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | WeChat 微信 | Social media & messaging | 134 | 8.3 | — | 8.2 | 7.7 | 9.1 | 7/7 |
| 2 | Xiaohongshu 小红书 | Social media & messaging | 125 | 7.8 | — | 8.3 | 7.6 | 7.5 | 7/7 |
| 3 | Douyin 抖音 | Social media & messaging | 124 | 7.7 | — | 8.6 | 6.7 | 7.8 | 7/7 |
| 4 | Huawei 华为 | Phones & devices | 123 | 7.6 | — | 8.1 | 6.9 | 8.0 | 7/7 |
| 5 | Xiaomi 小米 | Phones & devices | 119 | 7.4 | — | 7.8 | 6.5 | 7.8 | 7/7 |
| 6 | Apple 苹果 | Phones & devices | 118 | 7.3 | — | 7.7 | 6.5 | 7.8 | 7/7 |
| 7 | DeepSeek 深度求索 | Search & AI assistants | 115 | 7.2 | — | 8.3 | 6.0 | 7.2 | 7/7 |
| 8 | Kuaishou 快手 | Social media & messaging | 109 | 6.8 | — | 7.2 | 6.3 | 6.8 | 7/7 |
| 9 | Doubao 豆包 | Search & AI assistants | 108 | 6.7 | — | 7.3 | 5.8 | 7.1 | 7/7 |
| 10 | Weibo 微博 | Social media & messaging | 102 | 6.3 | — | 7.0 | 5.9 | 6.1 | 7/7 |
| 11 | Qwen 千问 | Search & AI assistants | 100 | 6.2 | — | 6.8 | 5.4 | 6.5 | 7/7 |
| 12 | OPPO | Phones & devices | 99 | 6.2 | — | 6.2 | 5.6 | 6.7 | 7/7 |
| 13 | vivo | Phones & devices | 99 | 6.2 | — | 6.2 | 5.6 | 6.7 | 7/7 |
| 14 | Kimi | Search & AI assistants | 99 | 6.1 | — | 6.8 | 5.4 | 6.2 | 7/7 |
| 15 | Social media & messaging | 94 | 5.8 | — | 5.5 | 5.5 | 6.5 | 7/7 | |
| 16 | Honor 荣耀 | Phones & devices | 92 | 5.7 | — | 5.7 | 5.1 | 6.3 | 7/7 |
| 17 | WPS Office WPS | Software & cloud | 91 | 5.7 | — | 5.7 | 4.7 | 6.7 | 7/7 |
| 18 | DingTalk 钉钉 | Software & cloud | 89 | 5.5 | — | 5.8 | 4.6 | 6.2 | 7/7 |
| 19 | Alibaba Cloud 阿里云 | Software & cloud | 87 | 5.4 | — | 5.9 | 4.5 | 5.8 | 7/7 |
| 20 | Yuanbao 腾讯元宝 | Search & AI assistants | 84 | 5.2 | — | 5.5 | 4.6 | 5.5 | 7/7 |
| 21 | Baidu 百度 | Search & AI assistants | 82 | 5.1 | — | 5.2 | 4.0 | 6.1 | 7/7 |
| 22 | Baidu Netdisk 百度网盘 | Software & cloud | 76 | 4.7 | — | 4.9 | 3.7 | 5.6 | 7/7 |
| 23 | 360 360安全卫士 | Software & cloud | 67 | 4.2 | — | 4.5 | 3.2 | 4.8 | 7/7 |
| 24 | Tencent PC Manager 腾讯电脑管家 | Software & cloud | 59 | 3.7 | — | 3.7 | 2.9 | 4.4 | 7/7 |
Media & entertainment
29 brands. Index 100 is the segment's average Desire of 5.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Bilibili 哔哩哔哩 | Video streaming & TV | 131 | 7.8 | — | 8.3 | 7.6 | 7.3 | 7/7 |
| 2 | NetEase Cloud Music 网易云音乐 | Music & audio | 127 | 7.5 | — | 7.7 | 7.3 | 7.6 | 7/7 |
| 3 | Nintendo 任天堂 | Gaming | 121 | 7.2 | — | 7.6 | 7.2 | 6.8 | 7/7 |
| 4 | miHoYo 米哈游 | Gaming | 120 | 7.1 | — | 7.8 | 6.6 | 6.8 | 7/7 |
| 5 | Steam 蒸汽平台 | Gaming | 119 | 7.1 | — | 7.3 | 6.6 | 7.3 | 7/7 |
| 6 | QQ Music QQ音乐 | Music & audio | 117 | 6.9 | — | 6.8 | 6.4 | 7.5 | 7/7 |
| 7 | Toutiao 今日头条 | News & publishing | 115 | 6.8 | — | 7.7 | 5.6 | 7.2 | 7/7 |
| 8 | Tencent Games 腾讯游戏 | Gaming | 113 | 6.7 | — | 7.3 | 5.9 | 6.8 | 7/7 |
| 9 | Tencent Video 腾讯视频 | Video streaming & TV | 113 | 6.7 | — | 7.2 | 5.9 | 7.0 | 7/7 |
| 10 | Ximalaya 喜马拉雅 | Music & audio | 113 | 6.7 | — | 6.6 | 6.4 | 7.0 | 7/7 |
| 11 | PlayStation 索尼PS | Gaming | 109 | 6.5 | — | 6.8 | 6.3 | 6.3 | 7/7 |
| 12 | Tencent News 腾讯新闻 | News & publishing | 103 | 6.1 | — | 6.3 | 5.3 | 6.6 | 7/7 |
| 13 | The Paper 澎湃新闻 | News & publishing | 103 | 6.1 | — | 6.4 | 5.9 | 6.0 | 7/7 |
| 14 | NetEase Games 网易游戏 | Gaming | 102 | 6.0 | — | 6.5 | 5.5 | 6.1 | 7/7 |
| 15 | iQIYI 爱奇艺 | Video streaming & TV | 96 | 5.7 | — | 6.1 | 5.1 | 5.9 | 7/7 |
| 16 | Mango TV 芒果TV | Video streaming & TV | 95 | 5.6 | — | 6.1 | 5.3 | 5.5 | 7/7 |
| 17 | The Venetian Macao 澳门威尼斯人 | Betting & lottery | 94 | 5.6 | — | 6.6 | 5.0 | 5.1 | 7/7 |
| 18 | Kugou Music 酷狗音乐 | Music & audio | 92 | 5.5 | — | 5.1 | 5.2 | 6.1 | 7/7 |
| 19 | Qishui Music 汽水音乐 | Music & audio | 91 | 5.4 | — | 6.0 | 5.1 | 5.1 | 6/7 |
| 20 | Hong Kong Jockey Club 香港赛马会 | Betting & lottery | 90 | 5.3 | — | 5.6 | 5.2 | 5.2 | 7/7 |
| 21 | Galaxy Macau 澳门银河 | Betting & lottery | 89 | 5.3 | — | 6.1 | 4.7 | 4.9 | 7/7 |
| 22 | CCTV News 央视新闻 | News & publishing | 89 | 5.3 | — | 5.4 | 4.7 | 5.7 | 7/7 |
| 23 | Xinhua 新华社 | News & publishing | 88 | 5.2 | — | 5.3 | 4.9 | 5.5 | 7/7 |
| 24 | People's Daily 人民日报 | News & publishing | 85 | 5.0 | — | 5.1 | 4.7 | 5.3 | 7/7 |
| 25 | Youku 优酷 | Video streaming & TV | 84 | 5.0 | — | 5.0 | 4.6 | 5.2 | 7/7 |
| 26 | Grand Lisboa 新葡京 | Betting & lottery | 80 | 4.8 | — | 5.5 | 4.3 | 4.5 | 7/7 |
| 27 | Kuwo Music 酷我音乐 | Music & audio | 74 | 4.4 | — | 4.0 | 4.2 | 4.9 | 7/7 |
| 28 | China Welfare Lottery 中国福利彩票 | Betting & lottery | 73 | 4.3 | — | 4.4 | 4.2 | 4.5 | 7/7 |
| 29 | China Sports Lottery 中国体育彩票 | Betting & lottery | 73 | 4.3 | — | 4.5 | 4.1 | 4.3 | 7/7 |
Telecoms
11 brands. Index 100 is the segment's average Desire of 4.1 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | China Mobile 中国移动 | Mobile networks | 151 | 6.2 | — | 6.1 | 5.2 | 7.3 | 7/7 |
| 2 | China Telecom 中国电信 | Mobile networks | 134 | 5.5 | — | 5.3 | 4.8 | 6.5 | 7/7 |
| 3 | China Unicom 中国联通 | Mobile networks | 127 | 5.2 | — | 5.1 | 4.5 | 6.0 | 7/7 |
| 4 | M-Zone 动感地带 | Mobile networks | 116 | 4.8 | — | 4.8 | 4.6 | 4.9 | 7/7 |
| 5 | GoTone 全球通 | Mobile networks | 98 | 4.0 | — | 3.8 | 3.8 | 4.6 | 7/7 |
| 6 | Wasu 华数 | Broadband & pay TV | 91 | 3.7 | — | 3.4 | 3.4 | 4.3 | 7/7 |
| 7 | Gehua Cable 歌华有线 | Broadband & pay TV | 82 | 3.4 | — | 2.9 | 3.1 | 4.2 | 7/7 |
| 8 | Great Wall Broadband 长城宽带 | Broadband & pay TV | 82 | 3.4 | — | 3.1 | 2.8 | 4.2 | 7/7 |
| 9 | Jiangsu Cable 江苏有线 | Broadband & pay TV | 77 | 3.2 | — | 2.6 | 2.9 | 3.9 | 7/7 |
| 10 | China Broadnet 中国广电 | Mobile networks | 73 | 3.0 | — | 3.1 | 2.8 | 3.1 | 6/7 |
| 11 | Oriental Cable 东方有线 | Broadband & pay TV | 70 | 2.9 | — | 2.4 | 2.7 | 3.6 | 7/7 |
Automotive
11 brands. Index 100 is the segment's average Desire of 6.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Tesla 特斯拉 | Mainstream cars | 113 | 7.1 | — | 8.4 | 6.2 | 6.6 | 7/7 |
| 2 | BYD 比亚迪 | Mainstream cars | 109 | 6.8 | — | 7.6 | 5.9 | 6.9 | 7/7 |
| 3 | Li Auto 理想汽车 | Premium & luxury cars | 107 | 6.7 | — | 7.3 | 6.2 | 6.5 | 7/7 |
| 4 | Mercedes-Benz 奔驰 | Premium & luxury cars | 104 | 6.5 | — | 6.7 | 6.3 | 6.6 | 7/7 |
| 5 | Porsche 保时捷 | Premium & luxury cars | 104 | 6.5 | — | 7.0 | 6.3 | 6.2 | 7/7 |
| 6 | BMW 宝马 | Premium & luxury cars | 104 | 6.5 | — | 6.8 | 6.1 | 6.6 | 7/7 |
| 7 | Toyota 丰田 | Mainstream cars | 97 | 6.0 | — | 5.1 | 5.7 | 7.4 | 7/7 |
| 8 | Geely 吉利 | Mainstream cars | 96 | 6.0 | — | 6.4 | 5.3 | 6.3 | 7/7 |
| 9 | Audi 奥迪 | Premium & luxury cars | 95 | 5.9 | — | 5.9 | 5.6 | 6.3 | 7/7 |
| 10 | Volkswagen 大众 | Mainstream cars | 89 | 5.5 | — | 5.0 | 5.1 | 6.6 | 7/7 |
| 11 | Changan 长安 | Mainstream cars | 81 | 5.0 | — | 5.1 | 4.6 | 5.4 | 7/7 |
Travel
17 brands. Index 100 is the segment's average Desire of 5.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Meituan 美团 | Hotels & holidays | 141 | 7.3 | — | 7.8 | 6.0 | 8.3 | 7/7 |
| 2 | Amap 高德打车 | Transport & ride-hailing | 121 | 6.3 | — | 6.2 | 5.0 | 7.8 | 7/7 |
| 3 | Ctrip 携程 | Hotels & holidays | 117 | 6.1 | — | 6.2 | 5.3 | 6.8 | 7/7 |
| 4 | DiDi 滴滴出行 | Transport & ride-hailing | 117 | 6.1 | — | 6.3 | 4.7 | 7.3 | 7/7 |
| 5 | Fliggy 飞猪 | Hotels & holidays | 107 | 5.6 | — | 6.1 | 4.9 | 5.7 | 7/7 |
| 6 | Hello 哈啰出行 | Transport & ride-hailing | 101 | 5.2 | — | 5.4 | 4.5 | 5.9 | 7/7 |
| 7 | Hainan Airlines 海南航空 | Airlines | 100 | 5.2 | — | 5.3 | 4.7 | 5.5 | 7/7 |
| 8 | 12306 铁路12306 | Transport & ride-hailing | 94 | 4.9 | — | 4.7 | 4.0 | 6.0 | 7/7 |
| 9 | Hanting 汉庭 | Hotels & holidays | 93 | 4.9 | — | 4.6 | 4.3 | 5.7 | 7/7 |
| 10 | Qunar 去哪儿 | Hotels & holidays | 91 | 4.8 | — | 5.0 | 4.1 | 5.2 | 7/7 |
| 11 | China Southern Airlines 中国南方航空 | Airlines | 91 | 4.7 | — | 4.9 | 4.1 | 5.1 | 7/7 |
| 12 | Air China 中国国际航空 | Airlines | 89 | 4.6 | — | 4.7 | 4.2 | 5.0 | 7/7 |
| 13 | Tongcheng Travel 同程旅行 | Hotels & holidays | 89 | 4.6 | — | 4.8 | 4.0 | 5.1 | 7/7 |
| 14 | China Eastern Airlines 中国东方航空 | Airlines | 89 | 4.6 | — | 4.8 | 4.1 | 5.0 | 7/7 |
| 15 | Xiamen Airlines 厦门航空 | Airlines | 88 | 4.6 | — | 4.4 | 4.3 | 5.0 | 7/7 |
| 16 | Cao Cao Mobility 曹操出行 | Transport & ride-hailing | 87 | 4.5 | — | 4.8 | 3.9 | 4.8 | 7/7 |
| 17 | Sichuan Airlines 四川航空 | Airlines | 83 | 4.3 | — | 4.5 | 4.0 | 4.5 | 7/7 |
Beauty & personal care
11 brands. Index 100 is the segment's average Desire of 5.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | L'Oréal Paris 欧莱雅 | Skincare & cosmetics | 115 | 6.6 | — | 6.8 | 5.9 | 7.0 | 7/7 |
| 2 | Proya 珀莱雅 | Skincare & cosmetics | 112 | 6.4 | — | 6.8 | 6.0 | 6.5 | 7/7 |
| 3 | Lancôme 兰蔻 | Skincare & cosmetics | 108 | 6.2 | — | 6.4 | 5.7 | 6.5 | 7/7 |
| 4 | Estée Lauder 雅诗兰黛 | Skincare & cosmetics | 104 | 5.9 | — | 6.0 | 5.4 | 6.4 | 7/7 |
| 5 | Head & Shoulders 海飞丝 | Haircare & personal care | 102 | 5.8 | — | 5.8 | 4.9 | 6.8 | 7/7 |
| 6 | Pantene 潘婷 | Haircare & personal care | 99 | 5.7 | — | 5.7 | 5.0 | 6.3 | 7/7 |
| 7 | Olay 玉兰油 | Skincare & cosmetics | 99 | 5.6 | — | 5.5 | 5.0 | 6.5 | 7/7 |
| 8 | Pechoin 百雀羚 | Skincare & cosmetics | 95 | 5.4 | — | 5.4 | 5.2 | 5.7 | 7/7 |
| 9 | Colgate 高露洁 | Haircare & personal care | 93 | 5.3 | — | 4.9 | 4.5 | 6.6 | 7/7 |
| 10 | Crest 佳洁士 | Haircare & personal care | 92 | 5.2 | — | 5.2 | 4.5 | 6.0 | 7/7 |
| 11 | Rejoice 飘柔 | Haircare & personal care | 82 | 4.7 | — | 4.4 | 4.2 | 5.5 | 7/7 |
Home & household
11 brands. Index 100 is the segment's average Desire of 5.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Haier 海尔 | Home appliances | 121 | 6.3 | — | 6.4 | 5.5 | 7.0 | 7/7 |
| 2 | Midea 美的 | Home appliances | 116 | 6.0 | — | 6.1 | 5.1 | 6.9 | 7/7 |
| 3 | Tide 汰渍 | Household products | 108 | 5.7 | — | 5.7 | 4.9 | 6.4 | 7/7 |
| 4 | Joyoung 九阳 | Home appliances | 103 | 5.4 | — | 5.5 | 4.7 | 5.9 | 7/7 |
| 5 | Gree 格力 | Home appliances | 100 | 5.3 | — | 5.3 | 4.3 | 6.2 | 7/7 |
| 6 | Blue Moon 蓝月亮 | Household products | 99 | 5.2 | — | 5.1 | 4.6 | 5.9 | 6/7 |
| 7 | Liby 立白 | Household products | 99 | 5.2 | — | 5.0 | 4.6 | 5.9 | 7/7 |
| 8 | Vinda 维达 | Household products | 98 | 5.1 | — | 5.0 | 4.5 | 5.9 | 7/7 |
| 9 | Supor 苏泊尔 | Home appliances | 98 | 5.1 | — | 5.1 | 4.4 | 5.8 | 7/7 |
| 10 | Hearttex 心相印 | Household products | 83 | 4.3 | — | 4.1 | 4.1 | 4.9 | 6/7 |
| 11 | Diao 雕牌 | Household products | 76 | 4.0 | — | 3.7 | 3.5 | 4.7 | 7/7 |
Health & fitness
12 brands. Index 100 is the segment's average Desire of 5.4 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Keep | Gyms & fitness | 132 | 7.1 | — | 7.3 | 6.7 | 7.4 | 7/7 |
| 2 | Tongrentang 同仁堂 | Health & medicines | 115 | 6.2 | — | 6.1 | 6.0 | 6.6 | 7/7 |
| 3 | Swisse | Health & medicines | 109 | 5.9 | — | 6.1 | 5.2 | 6.3 | 7/7 |
| 4 | Yunnan Baiyao 云南白药 | Health & medicines | 109 | 5.8 | — | 6.1 | 5.1 | 6.4 | 7/7 |
| 5 | Supermonkey 超级猩猩 | Gyms & fitness | 108 | 5.8 | — | 6.2 | 5.6 | 5.7 | 6/7 |
| 6 | By-health 汤臣倍健 | Health & medicines | 99 | 5.3 | — | 5.2 | 4.7 | 6.0 | 7/7 |
| 7 | 999 999 三九 | Health & medicines | 97 | 5.2 | — | 5.1 | 4.6 | 6.0 | 7/7 |
| 8 | Lefit 乐刻运动 | Gyms & fitness | 95 | 5.1 | — | 5.0 | 4.9 | 5.5 | 6/7 |
| 9 | Tera Wellness 一兆韦德 | Gyms & fitness | 90 | 4.8 | — | 4.5 | 5.0 | 5.0 | 4/7 |
| 10 | Centrum 善存 | Health & medicines | 83 | 4.4 | — | 4.0 | 4.0 | 5.3 | 7/7 |
| 11 | Codoon 咕咚 | Gyms & fitness | 82 | 4.4 | — | 4.2 | 4.4 | 4.8 | 7/7 |
| 12 | Will's 威尔士健身 | Gyms & fitness | 80 | 4.3 | — | 3.9 | 4.4 | 4.6 | 6/7 |
Energy
6 brands. Index 100 is the segment's average Desire of 4.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | State Grid 国家电网 | Energy & fuel | 111 | 5.0 | — | 4.4 | 4.0 | 6.4 | 7/7 |
| 2 | Star Charge 星星充电 | Energy & fuel | 109 | 4.8 | — | 5.3 | 4.3 | 5.0 | 6/7 |
| 3 | TELD 特来电 | Energy & fuel | 100 | 4.5 | — | 4.8 | 4.0 | 4.7 | 6/7 |
| 4 | China Southern Power Grid 南方电网 | Energy & fuel | 95 | 4.3 | — | 3.7 | 3.5 | 5.6 | 7/7 |
| 5 | Sinopec 中国石化 | Energy & fuel | 94 | 4.2 | — | 4.1 | 3.1 | 5.4 | 7/7 |
| 6 | PetroChina 中国石油 | Energy & fuel | 91 | 4.1 | — | 3.9 | 3.1 | 5.3 | 7/7 |
Method & limitations
Once a month the top 250 brands in each of 25 markets are put to 7 AI models (Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI), the way a survey asks a respondent: first how well the model knows each brand, then how far it agrees with each of the 36 statements of the Havas Science of Desire 2.0, on a 1–7 scale. A model that rates its familiarity with a brand below 3 is left out for that brand. Each statement is the mean of the remaining models' ratings; statements average into fifteen dimensions, dimensions into the three Drivers of Desire, and the drivers into Desire, each out of 10. Each brand's index is its Desire divided by the average Desire of the brands shown in its segment in that market, × 100: 100 is the segment average, 115 is fifteen per cent above it. Change is the move in index points since the market's previous month.
A brand is shown only when at least 4 models knew it well enough to score it, and a segment only when at least 3 brands are shown. Only finished monthly runs are published. These are the AI models' own ratings when asked, not a survey of people and not an endorsement; brands are compared within a segment and market, not across them. See the full methodology.
Where next
This board measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.
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