全球品牌數據與分析公司凱度集團14日發布2023年凱度BrandZ最具價值全球品牌排行榜。在今年的百強品牌榜上，有14家中國企業上榜。其中，騰訊進入全球十強，農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.

一份行業報告稱，科技巨頭騰訊、白酒巨頭茅臺、短視頻平臺抖音、跨境電商希音和瓶裝水生產商農夫山泉等中國品牌在各自的領域逆勢而上，上榜最具價值全球品牌100強。

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.

根據凱度BrandZ最具價值全球品牌排行榜，一些中國品牌今年表現出了令人矚目的勢頭，信心十足地提升了它們的全球聲譽。

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.

在百強榜單中，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（第18位）。希音和農夫山泉首次上榜，分別位列第70位和第81位。海爾繼續打造“雨林”式生態品牌新范式，品牌業績穩步提升，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.

凱度集團大中華區CEO暨BrandZ全球主席王幸表示：“今年百強榜單中的中國品牌數量與去年持平，為14個。”

"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：“中國市場的逐步復蘇非常令人興奮，顯示出對品牌高質量發展的一貫關注。品牌創新的力量至關重要，不可替代。”

"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者站在一起，不斷滿足人們對美好生活的渴望，建立能夠持續超越當前周期并長期保持穩定的核心競爭力。”

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

今年上榜百強榜單的品牌總價值達6.9萬億美元。

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.

盡管這一數值與2022年相比下降了20%，但凱度BrandZ百強品牌仍保持了長期增長軌跡，與2019年新冠疫情前的水平相比增長了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.

該報告稱，排名第一的蘋果品牌估值為8800億美元，面對嚴峻的市場形勢表現出了韌性。

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，占據了最大的品牌價值份額。

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.

報告稱，今年，快餐和奢侈品的銷售成績都表現出了高度彈性。這兩個類別的頂級品牌都有一個共同點，那就是在消費者對價值的認知上表現出色。

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.

報告稱，消費者認為快餐“物有所值”，奢侈品牌也是如此，因為其產品代表著“合理的溢價”，一旦買入產品，在未來幾年里都能保值。

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.

報告稱，從汽車到酒類，在大多數面向消費者的品類中，主張“高端化”和“高性價比”的品牌都迎來了蓬勃發展，而價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.

隨著可持續發展成為全球消費者的首要任務，品牌必須迅速采取切實可行的戰略，利用當前時代的增長潛力。

"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.

凱度集團中國區董事總經理張霖說：“在中國，品牌需建立符合中國本土市場的可持續體系以促進環保經濟的發展。”

來源：中國日報

編輯：yaning