世界品牌实验室2017年中国500最具价值品牌发布
国家电网、腾讯和海尔名列三甲,40个中国品牌的价值超过1000亿
 
World Brand Lab released “China’s 500 Most Valuable Brands2017”
State Grid, Tencent and Haier top three in the list, 40 Chinese brands value more than 100 billion yuan
 

由世界品牌实验室(World Brand Lab)主办的(第十四届)“世界品牌大会”于6月22日在北京举行,会上发布了2017年《中国500最具价值品牌》分析报告。在这份基于财务数据、品牌强度和消费者行为分析的年度报告中,国家电网以3298.87亿元的品牌价值荣登本年度最具价值品牌榜首。占据榜单前五名的还有腾讯(3251.12亿元)、海尔(2918.96亿元)、中国人寿(2871.56亿元)和华为(2859.82亿元),它们既是中国的国民品牌,又是领跑中国品牌的国家队阵容,同时也都迈进了世界级品牌阵营。

 

World Brand Lab released the “China’s 500 Most Valuable Brands 2017” list at the “World Brand Summit" held in Beijing on June 22. In the annual reportwhich is based on financial analysis, brand strength and consumer behavior, State Grid tops the list of most valuable brands in 2017 with a brand valueof 329.89 billion yuan. Other four brands in top 5 are Tencent (325.11 billion yuan), Haier (291.90 billion yuan), China Life Insurance (287.12 billion yuan),Huawei (285.98 billion yuan). They are both the national brands of China and the national team that leads the Chinese brand in the world. The brands above have advanced into world-class brands.

 
 

报告显示,2017年度“中国500最具价值品牌”的总价值为155580.06亿元,比去年增加22883.76亿元,增加幅度为17.25%。世界品牌实验室主席、诺贝尔经济学奖得主罗伯特·蒙代尔教授(Robert Mundell)说:今年的大会主题是“品牌策略再思考:互动与体验”。世界品牌实验室编制中国品牌报告已是第14个年头,2004年入选门槛仅为5亿元,前500名品牌的平均价值为49.43亿元。14年以后的2017年,入选门槛已经提高到23.15亿元;而前500名品牌的平均价值高达311.16亿元,增加幅度为529.50%。”

 

According to the report, the total collective value of the brands listed in “China’s 500 Most Valuable Brands 2017” reached 15558.01 billion yuan, increased by 2288.376 billion yuan, 17.25 percent from last year. Robert Mundell, World Brand Lab president and the recipient of the 1999 Nobel Prize in economics, said: “The theme of 2017 is "Rethinking Brand Strategy: Interaction and Experience". World Brand Lab has been compiling Chinese brands report for 14years, with a threshold of only 500 million yuan, average value of 4.94 billion yuan in 2004. In 2017, 14 years later, the threshold has been raised to 2.32 billion yuan. The average value of the top 500 brands was as high as 31.12 billion yuan, an increase of 529.50 percent. "

 
 

据世界品牌实验室分析,一个区域的竞争实力,主要取决于其比较优势,而品牌效益直接影响着地区比较优势的形成和发展。从本届《中国500最具价值品牌》地区分布来看,北京有96个品牌入选,名列第一,主要原因是赢利能力强的央企总部集中在北京;广东和山东分别有88个和45个品牌入选,位居第二和第三[见图表三]。根据入选品牌影响力范围大小,按照区域性、全国性和世界性对品牌进行划分。榜单中具有全国范围影响力的品牌有441个,占88.20%;具有世界性影响力的品牌数为49个,这一数据比去年有所提高。[见图表四]

 

According to the analysis from World Brand Lab, the competitiveness of a region depends largely on its comparative advantage, while brand effectivenesshas a direct impact on the formation and development of areas of comparative advantage. From the area distribution of the current “China 500 MostValuable Brands,” Beijing, with 96 brands selected, ranks 1st; Guangdong and Shandong, with 88 and 45 brands selected, respectively, ranked 2nd and 3rd. [See Figure 3]. Depending on the size of the selected brands influence, in accordance with regional, national and global brand divisions, the number of brands appearing in the “500 Most Valuable Brands 2017” list, includes 441 nationwide influential brands, accounting for 88.20%; together with 39 worldwide influential brands. This data is slightly higher than that of the previous year. [See Figure 4]

 
 
 

本年度《中国500最具价值品牌》排行榜中,共有来自食品饮料、纺织服装、文化传媒、信息技术、家用电器等在内的25个相关行业的品牌入选。其中食品饮料业依然是入选品牌最多的行业,共有82个品牌入选,占总入选品牌数的16.40%。入选数量位居第二到第五的行业分别是轻工(65个)、建材(41个)、传媒(35个)、汽车(33个)。[见图表五]本年度共有40个中国品牌的价值超过1000亿,比去年增加了5个。其中品牌价值在3000亿以上的品牌有2个;品牌价值在2000亿至3000亿之间的有10个;品牌价值在1000亿至2000亿之间的有28个。[见图表六]

 

The current “China 500 Most Valuable Brands 2017” list includes brands representing 25 industries, including food and beverage, textile and apparel, media, IT, household appliances,and so on. Among these, the food and beverage industry still accounts for the largest number of selected brands with a total of 82, and representing 16.40% of the overall selection. The 2nd to 5th industries are the Light Industry (65), Construction Material (41), Media Industry (35) and Automobiles (33). [See Figure 5]. Among the list, are 40 Chinese brands with a value of more than 100 billion yuan, an increase of 5 over last year; 2 brands with value of more than 300 billion yuan; 10 brands between 200-300 billion yuan; 28 between 100-200 billion yuan. [See Figure 6]

 
 
 

国务院国资委研究中心主任楚序平博士说,中国220多种工业品产量居世界第一位,制造业净出口居世界第一位,中国制造业增加值占世界20.8%。相对于世界第二大经济体, 相对于世界第一大出口国和世界工厂,中国依然是“制造大国、品牌小国”。在世界品牌实验室2016年度《世界品牌500强》里,中国内地只有36个品牌入选,占总数的7.20%。一方面,过剩产能已成为制约中国经济转型的一大问题;但是与此同时,名牌产品产出、供给不足。中国游客游世界、买世界,把马桶盖都买回国了。

 

Dr. Chu Xuping, Director of the State Council SASAC Research Center, said that China's output of more than 220 kinds of industrial products ranks first in the world and the manufacturing net exports amount also ranks first in the world, with an added value of manufacturing industry accounted for 20.8% of world’s. Relative to its fame of world's second largest economy, largest exporter and world's factories, China is still a " Big country in manufacturing, Small country in branding".In "World Brand 500" released by World Brand Lab in 2016, only 36 mainland China’s brands are selected, accounting for 7.20% of the total. In one perspective, excess capacity has become a major problem restricting China's economic transformation. But meanwhile, big brands still lack product output and supply. Chinese tourists travel around the world and buy around the world, even bring the toilet cover back home.

 

来自美国麻省理工学院(MIT)斯隆管理学院营销系主任希南·艾瑞尔(Sinan Aral) 教授指出,我们正处于网络消费者的时代,企业必须了解消费者之间的社会关系,以及他们如何影响和揭示彼此的偏好。上世纪八十年代是单一消息的时代,同样的电视广告给每一个人都播一遍;21世纪开始,就已经进入个性化时代,我们使用详细的数据,将个性化消息定位到个人消费者。如果企业不了解和使用“社会感染”,那么这家企业的思维处于30年前。社交与互动传播的关键目标,当然是品牌价值最大化。

 

Sinan Aral, Professor of Management, Information Technology and Marketing at the MIT Sloan School of Management, pointed out that we are now in the era of the networked consumer and businesses must understand the social connections between consumers and how they affect and reveal each other’s preferences. The 1980’s was the era of the single message, the same TV ad made for everyone and broadcast to everyone; the 2000’s was the era of personalization, when we used detailed data to target personalized messages to individual consumers. If businesses don’t know and use “Social Contagion”, they must be about three decades behind. The key goal in social network and interactive communication is to maximize brand value.

 

来自法国欧洲工商管理学院(INSEAD)首席教授琼·克劳德·拉里齐(Jean-Claude Larreche)指出,品牌和客户之间的动态关系,已经发生了巨大的变化。消费者越来越重视理解他们的品牌。所有行业(包括B2B和B2C)的品牌必须在社交网络或其它线下活动中,具有一定的对话性,从而创造差异化和识别度。但参与不仅仅是与消费者对话,更是让消费者对品牌产生积极的情绪。这种情绪不是瞬间的,而是持续的。正是这种客户参与度才带来了忠诚度,交叉购买,从而产生可持续和不断增长的价值创造。

 

Jean-Claude Larreche, Chaired Professor of Marketing at INSEAD, pointed out that the dynamic relationship between the brand and the customer has changed dramatically. Consumers are paying more and more attention to the brands which could fundamentally understand their feelings. Brands from all industries (B2B & B2C) have to be conversational on social media to create differentiation and identification in order to engage their customers. But engagement is not just talking to consumers. It’s having consumers with extremely positive emotions towards the brand. Not only emotions that are instantaneous, but emotions that last over time. It is this customer engagement that provides loyalty, cross-buying, active selling, co-creation that lead to sustainable and growing value creation.

 

来自英国伦敦大学(UCL)资深教授马丁·奇达夫(Martin Kilduff)指出,中国品牌要全球化,首先要有一个可以全球化的名字。品牌名称命名的第一个要求是可以拼读出来。一些中文名字在其他语言下很难拼读。例如,对英语来说,很难理解如何用Qi或Zh开头的单词的发音。此外, “Made in(在哪里制造)”标签是一个通用的标签,不能提供特别的保证。在”德国制造”的宝马并不重要,重要的是无论是在美国还是在德国制造,宝马代表德国高质量的工程保证。“中国制造”标签下的产品质量有好有坏,许多高品质的奢侈品都是中国制造的。

 

Martin Kilduff, Professor of Organizational Behavior at UCL, said that the priority thing for Chinese brands to go global is to have a globalized name. The first requirement for a brand name is that it be pronounceable. Some Chinese names look unpronounceable in other languages. For example, in English, it is difficult to understand how to pronounce words beginning with Qi or Zh. And the “Made in” label is a generic one that offers no particular reassurance. Thus, it’s not so important that a BMW be made in Germany. What is important is that a BMW comes with a German assurance of high quality engineering irrespective of whether it’s made in the United States or Germany. Products under “Made in China " label do have good quality or bad quality, but many high-quality luxury goods are made in China.

 

来自美国耶鲁大学管理学院(Yale)资深教授莱维·多尔(Ravi Dhar)指出,我认为中国品牌应该好好利用用其悠久的历史遗产。这在许多行业类别中将起到重要作用,如护肤、化妆品、医药、时尚,人们在这些行业里都会珍视中国的历史瑰宝。奢侈品牌建立在悠久的遗产或历史的基础上,恰恰中国历史悠久,比意大利或法国都要长。公司需要将中国悠久的历史,整合到他们的品牌建设和营销中。我认为中国品牌的潜力非常大,但要寻找和创造可以在全球范围内使用的品牌名称,而不仅仅在少数几个国家。

 

Ravi Dhar, Professor of Management and Marketing at the Yale School of Management, pointed out Chinese brands should take advantage of its long heritage. This will become important in many categories such as skin care, cosmetics, medicine, fashion where people value heritage. Luxury brands are built on heritage or history and China has a wonderful history, longer than Italy or France. Companies need to integrate this history into their brand building and marketing. I think the potential of Chinese brands is huge, but they need to find and create brand names that can be used worldwide, not just in a few countries.

 

世界品牌实验室主席罗伯特·蒙代尔(Robert Mundell)教授说,中国在千百年前已经有全球化品牌甚至是奢侈品,比如丝绸,瓷器等。在大宋大唐的鼎盛时代,外国人看了这些都视为珍宝追捧,其用户忠诚度,应该远远超过当今的苹果。一个伟大的品牌要想可持续发展, 必须和社会、自然和道德紧密相连。社交媒体使品牌在全球范围内的传播速度和广度,达到了空前的水平,消费者也接触到越来越多的国际化品牌。因为,社交、互动和全球化,是未来几年品牌传播的主旋律。

 

Robert Mundell, World Brand Lab chairman said that there are lots of global brands and luxury goods thousands of years ago in China, such as silk, porcelain and so on. Foreigners regarded these as treasures in the great age of the Song and Tang Dynasty and their customer loyalty should be greater than today's Apple. For a great brand to be sustainable, it must be closely connected with society, nature and morality. Social media has enabled brands to spread faster and widely across the globe, reaching unprecedented levels, and consumers are exposed to more and more international brands. Social interaction and globalization are the main themes of brand communication in the next few years.

 

关于世界品牌实验室 世界品牌实验室(World Brand Lab)是一家国际化、专业性的品牌研究机构,总部在美国纽约,由1999年诺贝尔经-济学奖得主、“欧元之父”、美国哥伦比亚大学教授罗伯特·蒙代尔(Robert Mundell)担任主席,全资附属于全球领先的战略咨询公司世界企业家集团(iceo.com),专家和顾问来自美国哈佛大学、耶鲁大学、麻省理工学院、斯坦福大学、牛津大学、剑桥大学等世界顶级学府,其研究成果已经-成为许多企业并购过程中无形资产评估的重要依据。

 

About World Brand Lab World Brand Lab is an international and professional brand research institution with its headquarters in New York City. 1999 Nobel Prize-winningeconomist and “Father of Euro” Robert Mundell — also a professor of economics at Columbia University — serves as the president of World Brand Lab. While World Brand Lab is a wholly owned subsidiary of the world-leading strategy consulting company World Executive Group (icxo.com), World Brand Lab is comprised of experts and consultants from Harvard, Yale, MIT, Stanford, Oxford and Cambridge. Their significant research findings have been applied by many enterprises as important references of intangible asset evaluation in mergers and acquisitions (M&A) processes.

 
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