全球品牌數(shù)據(jù)與分析公司凱度集團(tuán)14日發(fā)布2023年凱度BrandZ最具價(jià)值全球品牌排行榜。在今年的百?gòu)?qiáng)品牌榜上，有14家中國(guó)企業(yè)上榜。其中，騰訊進(jìn)入全球十強(qiáng)，農(nóng)夫山泉和跨境電商巨頭希音首次入圍，海爾品牌排名提升。

Certain Chinese brands — technology giant Tencent, liquor major Moutai, short video publisher TikTok, cross-border e-commerce specialist Shein and bottled water producer Nongfu Spring — have bucked market downtrends in their respective niches to enter the Top 100 of the world's most valuable brands, an industry report found.

一份行業(yè)報(bào)告稱，科技巨頭騰訊、白酒巨頭茅臺(tái)、短視頻平臺(tái)抖音、跨境電商希音和瓶裝水生產(chǎn)商農(nóng)夫山泉等中國(guó)品牌在各自的領(lǐng)域逆勢(shì)而上，上榜最具價(jià)值全球品牌100強(qiáng)。

According to the Kantar BrandZ Most Valuable Global Brands Report 2023, some Chinese brands have shown remarkable momentum this year, boosting their global reputation with confidence.

根據(jù)凱度BrandZ最具價(jià)值全球品牌排行榜，一些中國(guó)品牌今年表現(xiàn)出了令人矚目的勢(shì)頭，信心十足地提升了它們的全球聲譽(yù)。

In the Top 100 list, Tencent remains among the global Top 10. It is followed by Alibaba at No 14 and Moutai at No 18. Shein and Nongfu Spring made the list for the first time, at No 70 and No 81, respectively. Haier continued to build a new paradigm of "rainforest"-like eco-branding and steadily improved its brand performance to hit at No 59.

在百?gòu)?qiáng)榜單中，騰訊依然位列全球前十。緊隨其后的是阿里巴巴（第14位）和茅臺(tái)（第18位）。希音和農(nóng)夫山泉首次上榜，分別位列第70位和第81位。海爾繼續(xù)打造“雨林”式生態(tài)品牌新范式，品牌業(yè)績(jī)穩(wěn)步提升，排名第59位。

"The number of Chinese brands in this year's Top 100 list is unchanged from last year at 14," said Doreen Wang, CEO of Kantar China and global chair of Kantar BrandZ.

凱度集團(tuán)大中華區(qū)CEO暨BrandZ全球主席王幸表示：“今年百?gòu)?qiáng)榜單中的中國(guó)品牌數(shù)量與去年持平，為14個(gè)。”

"The gradual rebound of the Chinese market is very exciting, showing a consistent focus on the high-quality development of brands. The power of brand innovation is crucial and irreplaceable," she said.

她說(shuō)：“中國(guó)市場(chǎng)的逐步復(fù)蘇非常令人興奮，顯示出對(duì)品牌高質(zhì)量發(fā)展的一貫關(guān)注。品牌創(chuàng)新的力量至關(guān)重要，不可替代?！?/p>

"Brands must always stand with consumers, constantly meet people's aspirations for a better life, and build up core competencies that can last beyond the current cycle and remain steady for a long time."

“品牌必須始終與消費(fèi)者站在一起，不斷滿足人們對(duì)美好生活的渴望，建立能夠持續(xù)超越當(dāng)前周期并長(zhǎng)期保持穩(wěn)定的核心競(jìng)爭(zhēng)力?！?/p>

The rankings show that the total brand value of the world's top 100 brands now stands at $6.9 trillion.

今年上榜百?gòu)?qiáng)榜單的品牌總價(jià)值達(dá)6.9萬(wàn)億美元。

Despite a 20 percent drop in the overall index compared with that of 2022, the Kantar BrandZ Top 100 retains its long-term growth trajectory, posting 47 percent growth compared to the pre-COVID level in 2019.

盡管這一數(shù)值與2022年相比下降了20%，但凱度BrandZ百?gòu)?qiáng)品牌仍保持了長(zhǎng)期增長(zhǎng)軌跡，與2019年新冠疫情前的水平相比增長(zhǎng)了47%。

With a brand valuation of $880 billion, Apple, ranked No 1, has proven resilient in the face of testing market conditions, said the report.

該報(bào)告稱，排名第一的蘋果品牌估值為8800億美元，面對(duì)嚴(yán)峻的市場(chǎng)形勢(shì)表現(xiàn)出了韌性。

Google and Microsoft complete the top three, commanding the largest share of brand value, according to the report.

排在第二三位的是谷歌和微軟，占據(jù)了最大的品牌價(jià)值份額。

This year, sales of both fast food and luxury goods are proving resilient, said the report. What top brands from both categories share is a tendency to excel in consumer perceptions of value.

報(bào)告稱，今年，快餐和奢侈品的銷售成績(jī)都表現(xiàn)出了高度彈性。這兩個(gè)類別的頂級(jí)品牌都有一個(gè)共同點(diǎn)，那就是在消費(fèi)者對(duì)價(jià)值的認(rèn)知上表現(xiàn)出色。

Consumers think that fast food is a "great value for the money" — but so, too, are top luxury brands, because of the way their products represent a "justified premium "that will retain their value over successive years, the report said.

報(bào)告稱，消費(fèi)者認(rèn)為快餐“物有所值”，奢侈品牌也是如此，因?yàn)槠洚a(chǎn)品代表著“合理的溢價(jià)”，一旦買入產(chǎn)品，在未來(lái)幾年里都能保值。

Across most consumer-facing categories — from automobiles to alcohol — brands' luxury and low-cost propositions thrived, while offerings with more muddled value propositions struggled, said the report.

報(bào)告稱，從汽車到酒類，在大多數(shù)面向消費(fèi)者的品類中，主張“高端化”和“高性價(jià)比”的品牌都迎來(lái)了蓬勃發(fā)展，而價(jià)值主張較為混亂的品牌舉步維艱。

With sustainability becoming a priority for consumers worldwide, brands must adopt practical strategies quickly to capitalize on the growth potential of the present era.

隨著可持續(xù)發(fā)展成為全球消費(fèi)者的首要任務(wù)，品牌必須迅速采取切實(shí)可行的戰(zhàn)略，利用當(dāng)前時(shí)代的增長(zhǎng)潛力。

"In China, brands need to establish sustainable systems tailored to the local market to promote an environmentally friendly economy," said Lynn Zhang, managing director of Kantar China.

凱度集團(tuán)中國(guó)區(qū)董事總經(jīng)理張霖說(shuō)：“在中國(guó)，品牌需建立符合中國(guó)本土市場(chǎng)的可持續(xù)體系以促進(jìn)環(huán)保經(jīng)濟(jì)的發(fā)展。”

來(lái)源：中國(guó)日?qǐng)?bào)

編輯：yaning