Dialogue With Tan Beiping, Director Of R & D In China

< p > < strong > reporter: what is the most valuable development of BrandZ? What is the original intention of the 50 and 100 Chinese brands? < /strong > /p >

< p > Tan Beiping: first of all, these two lists are "a href=" http://www.91se91.com/news/index_c.asp "> BrandZ < /a" global brand asset database developed for China, a group of products with BrandZ Global 100 strong, Latin America 50 strong regional list and 25 retail industry list, forming BrandZ reporting system.

Among them, China's top 50, 100 and Latin America's top 50 focus on developing brand trends in emerging markets.

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< p > from this background, the development of China's brand list is not only for Chinese enterprises.

On the one hand, we hope that through this list, let the whole world understand China's brand and its development.

On the other hand, we hope that Chinese brand managers can understand the trend of China's brand development from this list.

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"P" is a very important and worthwhile work for people all over the world to understand the brand of China.

Just as we see the Latin American list of brands, it is very fresh. Many managers and consumers in the West are also curious about the famous brands in China.

Because the brand awareness of emerging markets is not high globally.

The top brands in Latin America may not be known to us. The top brands in China may also be relatively unfamiliar to people in other countries and regions.

Therefore, through the introduction of the list of brands for emerging markets, coupled with the introduction and preaching of WPP in the US Congress and the lower house of the United Kingdom, BrandZ helps more managers and consumers recognize the mainstream brands of China and other a href= "http://www.91se91.com/news/index_c.asp" and "Xinxing market" /a.

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Less than P, the list is not all. They are very useful in gaining attention. But while preparing the list, BrandZ also collected, combed and analyzed a lot of data in the brand domain.

After several years of accumulation, these series of data will highlight the trend of brand development in a certain market, which has a certain reference value for brand operators and researchers.

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< p > strong > reporter: why should we expand from the 50 most valuable Chinese brand of BrandZ to the 100 strong? /strong < /p >

< p > < a href= "http://www.91se91.com/pioneer/" > Tan Beiping < /a >: from 2011 onwards, BrandZ has the most value. The top 50 Chinese brands are released once a year for three consecutive years.

From this year, we expanded the top 50 to the list of top 100.

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< p > the reason why we want to expand the top 50 to the top 100 is related to the characteristics of the Chinese market.

When we made the list of China's top 50, we found a phenomenon on the list, the proportion of banks, telecom companies and large state-owned enterprises was very high.

This is a reality in the Chinese market.

In China, most of the brands with the largest revenue and the greatest sense of existence are state-owned enterprises.

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< p > but the list of the top 50 is not comprehensive enough.

First, it can not well reflect the performance of Chinese market forces and enterprises of all kinds of ownership. Two, there are few kinds of brands directly related to consumers and people's lives in the list of brands.

Therefore, in order to more fully reflect the development of Chinese brands, WPP decided to compile the list of China's top 100, and invested a lot of resources to do it.

In fact, the expansion of the top 50 to the top 100 does not involve resources multiplied by two.

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P > strong > reporter: what different results have been obtained after the expansion of the study and what different insights have been obtained? < /strong > < /p >

< p > Tan Beiping: after expanding, there are many new categories appearing on the list.

For example, women's shoes, home furnishing, daily chemicals, and even real estate brands, rarely appear on the top 50 list, and are reflected on the top 100 list.

This shows that the top 100 list is more comprehensive for Chinese consumption life.

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The second important finding of P is that brand competitiveness and market orientation have become stronger.

Among the top brands of "the most valuable Chinese brand 100 in BrandZ" in 2014, there were 45 state-owned brand names, and the other 55 brands were all brands of private enterprises. We call them "market oriented enterprises" brand.

Even among the 45 state-owned brands, apart from the brand of strategic state-owned enterprises, there are many brands of competitive state-owned enterprises, including Huarun 39, Yunnan Baiyao, snow beer and some brands of COFCO.

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< p > from the brand value, the value of the state-owned enterprise brand occupies 71% of the total value of the 100 strong brands, of which the competitive state enterprise brand accounts for 9% of the total value.

The latter adds 38% to the market oriented brand (29% of the total value), and has begun to challenge the brand of strategic state-owned enterprises which account for 62%.

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< p > from the perspective of growth, the value of market oriented brand has increased by 27% over the past year. The ten brands with the fastest growth in brand value are all brands of market oriented enterprises and competitive state-owned enterprises.

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< p > we believe that the list of "top 100" reflects the deepening of marketization in China.

The brand of market oriented enterprises and competitive state-owned enterprises are rising rapidly with their higher flexibility and faster growth, and the future will probably hold up half of the value of Chinese brands.

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