全球最有价值品牌名单出炉，中国首次夺得两个顶级名牌

A new list of the world’s most valuable brands is out, and China has claimed two of the top spots for the first time.

2018年全球最有价值品牌的新名单已经出炉，中国首次夺得两个顶级名牌。

Alibaba has joined the top 10, alongside Chinese tech group Tencent, as well as stalwarts such as Google (GOOGL) and Apple (AAPL).

阿里巴巴集团、腾讯科技公司以及谷歌（GOOGL）和苹果（AAPL）等互联网核心品牌一起进入了前十名。

Ranked at No. 9., Jack Ma’s Alibaba has seen its brand value nearly double to $113 billion as the e-commerce company has expanded further into fields such as mobile payments and cloud computing.

马云的阿里巴巴品牌排名第9位，价值较之前几乎翻番至1130亿美元，这是因为电子商务已经进一步扩展到移动支付和云计算等领域。

Shenzhen-based Tencent (TCEHY) broke into the annual BrandZ top 10 ranking in 2017 and has gone from strength to strength over the past year. It now holds fifth place -- behind Google, Apple, Amazon (AMZN) and Microsoft (MSFT) but above Facebook (FB) -- with a brand value of $179 billion, up 65% compared to last year.

总部位于深圳的腾讯公司（TCEHY）在2017年闯入BrandZ年度前十的排名，并在过去的一年中不断壮大。它现在排在第五位，仅次于谷歌、苹果、亚马逊（AMZN）和微软（MSFT），但高于Facebook（FB），品牌价值为1790亿美元，比去年上涨65％。

Tencent specializes in online games, apps, instant messaging services and online payments. It boasts a market capitalization of $490 billion, making it worth more than America’s most valuable bank, JPMorgan Chase (JPM).

腾讯公司专注于在线游戏、应用程序、即时消息服务和在线支付等领域。它拥有4900亿美元的市值，比美国最有价值的银行摩根大通（JPM）更具值钱。

Here’s the list of the top 10:

以下是前10名的排序：

Google、Apple、Amazon、Microsoft、Tencent、Facebook、Visa、McDonald’s、Alibaba、AT&T

谷歌、苹果、亚马逊、微软、腾讯、脸书、维萨、麦当劳、阿里巴巴、美国电话电报公司

Doreen Wang, the head of BrandZ, said the new ranking demonstrates that Tencent and Alibaba have overcome numerous China-specific hurdles to become global powerhouses.

BrandZ负责人Doreen Wang表示，最新排名显示，腾讯和阿里巴巴已经跨过了众多中国公司特有的障碍，成为全球著名公司。

The challenges facing Chinese brands are by no means small, she said. "Limited brand awareness in international markets, a lack of trust due to historic quality issues and a reluctance by Chinese brands to invest in impactful global advertising campaigns has put them at a disadvantage with their more established competitors."

“中国品牌面临的挑战很大，”她说， “由于在国际市场上品牌知名度有限、历史质量问题导致缺乏信任、以及中国品牌不愿意投资于有影响力的全球广告活动，这使得它们在与更加成熟的竞争对手比较中处于劣势。”

But the rise of China and savvy young consumers has created opportunities for smart entrepreneurs, she said.

但她表示，中国的崛起和更加现实的年轻消费者为发展中的新企业创造了机会。

Attitudes are changing, particularly among younger consumers who are falling in love with Chinese brands, she said. "While penetration into US markets may still be at a preliminary stage for both brands, other regions are embracing them."

“人们的态度正在发生变化，尤其是那些正在爱上中国品牌的年轻消费者”，她说，“虽然这两个品牌仍然处于渗透美国市场的初步阶段，但在其他地区它们已经大受欢迎。”

Alibaba is gaining ground in Brazil, Chile and other Latin American countries, where its online marketplace AliExpress "is rapidly becoming the leading e-commerce platform," said Wang. It also has a strong presence in countries such as Israel, Spain and South Korea.

“阿里巴巴在巴西、智利和其他拉美国家获得成功，旗下在线网购平台“全球速卖通”正在迅速成为领先的电子商务平台”，她说，阿里巴巴在以色列、西班牙和韩国等国家也有很强的影响力。

Tencent has been gaining greater recognition in south Asian markets such as Thailand and Singapore, she said.

她表示，腾讯在泰国和新加坡等南亚市场获得了更多的认可。

The BrandZ ranking is published annually by WPP (WPPGF) and Kantar Millward Brown. Google has been at the top of the ranking for eight of the past 12 years. Its brand is currently valued at $302 billion, up 23% from last year.

每年全球最大传播服务集团WPP（WPPGF）与旗下调研机构凯度华通明略(Kantar Millward Brown)共同发布发布BrandZ排名。谷歌在过去的12年里有8次位居榜首，目前其品牌价值为3020亿美元，比去年上涨23％。