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The Overall Trust Crisis Of Chinese Brands Has Eased.

2013/12/10 11:21:00 30

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BrandZ the most valuable "a href=" http://www.91se91.com/news/index_s.asp > Chinese brand < /a > 100 list reveals new trends and new challenges. Is the development trend of Chinese brands good? What are the changes and opportunities? What are the changes and opportunities in the development of Chinese brands? Reporter Tan Beiping, the chief editor of the list, Huatong Ming and greater China R & D director, made an in-depth interpretation of the list.

Tan Beiping believes that from the three consecutive years of data, the overall trust crisis of Chinese brands has eased, and the degree of marketization of brands has also deepened. In many areas, the gap between Chinese brands and international brands is narrowing, even better than that of the latter.

brand marketization deepened

reporter: what is the most valuable development of BrandZ? What is the original intention of the 50 and 100 Chinese brands?

Tan Beiping: first of all, these two lists are the products of the BrandZ global brand asset database developed for China, together with the BrandZ Global 100, the Latin American top 50 and other regional list, as well as the 25 largest 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.

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.

"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.

So, by introducing 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 understand the mainstream brands in China and other emerging markets.

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.

reporter: why should we expand from the 50 most valuable Chinese brand of BrandZ to the top 100 in the market?

Tan Beiping: since 2011, BrandZ, the most valuable Chinese brand 50, has been released once a year for three consecutive years.

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

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.

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.

reporter: what are the different research results obtained after the expansion? What are the different insights?

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

For example, women's < a href= "http://www.91se91.com/" target= "_blank" > shoes "/a", household, daily chemical and even real estate brands, rarely appeared on the list of top 50, and reflected on the list of top 100.

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

The second important finding is that the brand's < a href= "http://www.91se91.com/" > competitive /a > and market orientation have become stronger. "P"

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.

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%.

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.

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.

the logic of brand competition has changed .

reporter: what are the key trends in the development of Chinese brands from three strong "50 strong" and "100 strong" this year?

Tan Beiping: first, the growth of China's brand value has bottomed out.

Judging from the brand value of the top 50, it was $325 billion in 2011, down to $320 billion in 2012, and this year it rose to $362 billion.

This shows that as China's economy stabilizes and consumption grows, the total value of Chinese brands has begun to expand again.

Second, the vitality of Chinese brands is growing.

As mentioned above, although the brand of strategic state-owned enterprises is still dominant, the brand of market oriented enterprises and competitive state-owned enterprises are catching up.

Third, China's brand trust crisis has eased.

In recent years, with the frequent exposure of food safety scandals and the substantial improvement of consumers' quality consciousness, a brand trust crisis has emerged in China.

From the development of certain categories to the whole category, the crisis has expanded from Chinese brands to all brands, so that the "brand trust crisis" has appeared in the Chinese market.

through three years of continuous tracing, we found that the brand trust index of Chinese market fell to the bottom in 2012, but this year it has picked up.

Reflected in reality, we see that more and more Chinese brands are beginning to mature and are no longer at a loss when faced with the crisis.

We should dare to face the crisis that has erupted and prevent potential crises from enhancing pparency. For example, the open factory action of Erie and COFCO will help to enhance the pparency of the production process to the public.

At the end of P, there is another interesting trend: the gap between Chinese brands and international brands is narrowing.

In the past, the mention of Chinese brands was often associated with low prices, but far from international brands.

But now, the low price image of Chinese brands has been reversed.

In terms of pricing, the ability of Chinese brands has become stronger in terms of high-end brands.

For example, toothpaste is an important fast selling product. The brand that sells well and sells well is no longer the international brand but Yunnan Baiyao.

This case illustrates that Chinese brand can be "counterattacked" from the uniqueness of location, the accumulation of history and culture, and the modern marketing means.

In terms of marketing means, P brand is also inferior to international brand.

In fact, last year, domestic brands performed far better than international brands in the use of new media and the use of sponsorship marketing.

Aside from the controversy between Wang Laoji and JDB, their marketing methods are excellent.

The sponsor of the most popular programs such as "Daddy's going there" is also the 999 domestic brand.

The marketing of domestic brands is more flexible and flexible.

reporter: what challenges do Chinese brands face?

Tan Beiping: the electricity supplier has changed the logic of brand competition.

The traditional way of making brands may no longer be applicable in the era of e-commerce.

In the past, TV advertising promoted consumers to buy stores, and brand effects could drive up prices.

But now the electricity supplier's price is extremely convenient, consumers easily find the market bottom price.

The more profound change of P is that the way to establish and maintain the brand is changing.

The brand name of traditional big brands was built up through the traditional < a href= "http://www.91se91.com/news/index_s.asp" > marketing mode < /a >, and suddenly depreciated in the era of e-commerce.

Overnight, some big brands and many small brands came to the same starting line.

precisely because the logic of brand competition has undergone tremendous changes, we hope that "Brand Z most valuable Chinese brand 50 strong" and "100 strong" list and related reports can help people better understand this change and grasp this change.