凯度发布最具价值全球品牌100强 多个中国品牌上榜

全球品牌数据与分析公司凯度集团14日发布2023年凯度BrandZ最具价值全球品牌排行榜。在今年的百强品牌榜上，有14家中国企业上榜。其中，腾讯进入全球十强，农夫山泉和跨境电商巨头希音首次入围，海尔品牌排名提升。

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.

一份行业报告称，科技巨头腾讯、白酒巨头茅台、短视频平台抖音、跨境电商希音和瓶装水生产商农夫山泉等中国品牌在各自的领域逆势而上，上榜最具价值全球品牌100强。

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.

根据凯度BrandZ最具价值全球品牌排行榜，一些中国品牌今年表现出了令人瞩目的势头，信心十足地提升了它们的全球声誉。

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.

在百强榜单中，腾讯依然位列全球前十。紧随其后的是阿里巴巴（第14位）和茅台（第18位）。希音和农夫山泉首次上榜，分别位列第70位和第81位。海尔继续打造“雨林”式生态品牌新范式，品牌业绩稳步提升，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.

凯度集团大中华区CEO暨BrandZ全球主席王幸表示：“今年百强榜单中的中国品牌数量与去年持平，为14个。”

"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.

她说：“中国市场的逐步复苏非常令人兴奋，显示出对品牌高质量发展的一贯关注。品牌创新的力量至关重要，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."

“品牌必须始终与消费者站在一起，不断满足人们对美好生活的渴望，建立能够持续超越当前周期并长期保持稳定的核心竞争力。”

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

今年上榜百强榜单的品牌总价值达6.9万亿美元。

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.

尽管这一数值与2022年相比下降了20%，但凯度BrandZ百强品牌仍保持了长期增长轨迹，与2019年新冠疫情前的水平相比增长了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.

该报告称，排名第一的苹果品牌估值为8800亿美元，面对严峻的市场形势表现出了韧性。

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软，占据了最大的品牌价值份额。

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.

报告称，今年，快餐和奢侈品的销售成绩都表现出了高度弹性。这两个类别的顶级品牌都有一个共同点，那就是在消费者对价值的认知上表现出色。

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.

报告称，消费者认为快餐“物有所值”，奢侈品牌也是如此，因为其产品代表着“合理的溢价”，一旦买入产品，在未来几年里都能保值。

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.

报告称，从汽车到酒类，在大多数面向消费者的品类中，主张“高端化”和“高性价比”的品牌都迎来了蓬勃发展，而价值主张较为混乱的品牌举步维艰。

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

随着可持续发展成为全球消费者的首要任务，品牌必须迅速采取切实可行的战略，利用当前时代的增长潜力。

"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.

凯度集团中国区董事总经理张霖说：“在中国，品牌需建立符合中国本土市场的可持续体系以促进环保经济的发展。”