2021年中国全球化品牌50强（英）.pdf

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1、4|Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021|5ContentsWelcomeChinese brands stay the course Doreen Wang Kantar Greater China President,Global Chair of BrandZTM06A looking glass into the futureAnnabel Lin Managing Director of Gre

2、ater China Solution Specialists and APAC International Growth Team,Google0801 Winning in the New PhaseBrands Seek Opportunities by Delivering User-Centric Experiences1202 Kantar BrandZTM Top 50 Chinese Global Brand BuildersKantar BrandZTM Top 50 Chinese Global Brand Builders 202118Top 50 Brand Profi

3、les2203 Kantar BrandZTM Top 50 Analysis and InsightsTop five insights5304 Emerging Markets BeckonGaining an edge in emerging markets62By the numbers63A welcome challenge for Chinese brands6405 Category Deep DiveNavigate to the future74Mobile gaming:aiming for star quality76Content apps:leveraging ma

4、ture business models to succeed in new markets80Online fast fashion:users come first86Consumer electronics:going from providing product to empowering people9006 Top TakeawaysGo Beyond9807 ResourcesMethodology104Reports and Apps and powered by BrandZ108The BrandZ China Insights Reports116BrandZ Build

5、ing Brand Equity119BrandZTM Perspectives120Our Brand Experts124Report Team and Contributors126Kantar in China1306|Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021-WelcomeWelcomeChinese brands stay the courseDoreen WangKantar Greater China President,Global Chair of BrandZTMKantar BrandZTM To

6、p 50 Chinese Global Brand Builders 2021-Welcome|7For the first four years of the Top 50 Chinese Global Brand Builders,one of the main tasks we advised Chinese companies to undertake was to build strong,resilient,and truly global brands.We urged them to take their unmatched logistics and innovation c

7、apabilities and use them to create a brand positioning that made them Meaningful,Different,and Salient.This past year has served as a test of that advice,and its a test that many Chinese brands passed with flying colors.Maintain momentum In the first place,they proved quite committed to keeping thei

8、r momentum going.Although impacted by the pandemic,they showed a determination to continue branding efforts and grow their businesses overseas.To do so,they maintained their investment in communications and innovation.Chinese brands continued to push into fast-growing emerging markets,bringing to th

9、em the same level of insight and innovation that they have to the developed world.They are also sustaining their momentum through a commitment to customer-centricity.These efforts include closely monitoring the usage of their products and services,tracking any changes in customer satisfaction,and ma

10、naging brand reputations not merely in the present but also for the future.Grow by leveraging what you know Chinese brands are also taking advantage of the deep experience they have in their home market.In many cases,they have developed excellent customer experiences and identified user-centric best

11、 practices.They are now marrying this experience with key advantages in speed and out-of-the-box innovation.The best Chinese brands know how to go well beyond customer expectations,bringing customers benefits they only know they want after they arrive.As a result,they have been very agile in the pas

12、t year,moving fast to quickly deliver new experiences to meet new challenges.From products to ecosystemsFinally,Chinese brands are not only selling products but are also developing an ecosystem-mindset.They are delivering their own products directly to consumers and in some cases serving as commerce

13、 platforms in their own right.Succeeding in building ecosystems overseas often means partnering with local giants and sometimes multinational corporations,co-creating commerce platforms that are much greater than the sum of their parts.The goal is not merely to develop a great reputation for product

14、s and services but to lay the foundation for an enduring presence and long-term success.A bright futureFive years into our survey of the Top 50 Chinese Global Brand Builders,we are happily seeing hard work pay off.Rather than retreating during the most significant health and economic challenge in ge

15、nerations,these brands are continuing to move forward and use their strengths to find better ways to serve their customers.Thanks to a commitment to continuing their momentum,a willingness to implement Chinese best practices abroad,and an expansion of their ambitions to ecosystems of value,we are se

16、eing them gaining not merely market share but also the loyalty and admiration of global consumers.If you need a trusted partner for your global journey,feel free to reach out to your Kantar or Google contacts,or email Googles Annabel Lin or myself directly.Sincerely,Doreen WangKantar Greater China P

17、resident,Global Chair of BrandZTMA looking glass into the futureAnnabel LinManaging Director of Greater China Solution Specialists and APAC International Growth Team,GoogleAt Google,we have long partnered with top Chinese global brand builders as they have made increasingly confident and successful

18、strides onto the world stage.Along the way,we have watched them move from short-term sales strategies to long-term thinking about how to build brands that are able to achieve sustainable,quality growth and find resilience during financially stressed times.During this challenging year,we have largely

19、 seen those efforts pay off.The brands that have made a strong effort to achieve a Meaningfully Different positioning and deliver user-centric experiences have managed to stay the course and increase their trust and relevance with consumers around the globe.While much of this report will detail the

20、strategies that have maintained and sustained brands over the past year,we should also look forward to what can lead them into the future.There,we find three key areas where brands should be focusing and where Google can be a helpful partner for growth.Deeply humanThe first is humanity.More than eve

21、r,Chinese global brand builders showed their human side in 2020.During these challenging times,they have worked hard to benefit consumers with initiatives that are in line with their companies visions and values.More and more,they are putting their customers first and seeking new ways to meet and ex

22、ceed their expectations.This user-centric approach is not only valuable for building affinity with consumers but also for empowering brands to think big and come up with out-of-the-box solutions.When brands take a user-centric approach,they dont limit themselves to specific products or categories,bu

23、t think instead about how they can create value for consumers.This is especially true when it comes to targeting local markets.Consumers today are increasingly demanding a localized experience that responds to their unique conditions,whether they are bandwidth concerns,data costs,or their countrys o

24、r regions favorite KOLs.Google is identifying the key insights that help brands make connections with individual consumers and meet their expectations while delivering products and services in a way that feels natural to them.Taking advantage of Chinese dynamism with a global perspectiveThe current

25、global market is presenting Chinese brands with both challenges and opportunities.Some of them have turned to the sometimes overlooked and underserved emerging markets to find opportunities.At the same time,they have pivoted quickly to respond to new trends and lifestyles.For example,some online fas

26、t fashion brands have added more yoga and leisure apparel to their product mixes,while transportation companies have quickly introduced safety measures for drivers and passengers.Its important to note that this dynamism is no accident.Chinese brands have already created successful business models an

27、d gained deep experience in both domestic markets and around the world.They have a unique advantage in their ability to innovate and move quickly.And so,they are not only thinking about their Plan A.They have Plans B,C,and D at the same time,which enables them to change course quickly as new situati

28、ons,like COVID-19,emerge.To maximize this advantage,Google is providing insights that give Chinese brands a global perspective on whats happening in individual markets.This helps them make informed decisions about directions for innovation and iteration,including why they should improve to stay ahea

29、d of the game and what they should do to remain relevant in local communities around the world.Achieving quality growthToday,we are seeing companies move away from a total reliance on short-term investment to building and sustaining their brands.This is happening because they have upgraded their vis

30、ions to operate on a global scale.Having a long-term vision is a key benefit for global brand builders.When they think long-term,they know that success doesnt come overnight;rather it requires sustained investment.They also understand that they need to deliver value to their consumers by investing i

31、n their core capabilities and strengths.For example,we have seen Chinese brands make infrastructure improvements in order to better serve needs in emerging markets.Google is helping its partners achieve these long-term visions in a variety of ways.We are helping them build up their brands through co

32、ntent and advertising.We are connecting them with like-minded peers at C-level summits where they can share advice on navigating the changing landscape.We are helping them connect with and develop talent in an environment that demands the best.Finally,we are helping them streamline their operations

33、to unlock investment and potential for growth.Chinese brands are living in times of intense competition as well as great opportunity.They are succeeding by uniting manufacturing and innovation with modern brand building practices to deliver user-centric benefits in global markets.Google is contribut

34、ing to that success through transformation efforts that span the entire business.Whether its talent,operations,or organizational efficiency,we are helping our partners keep up with a fast-changing world and find opportunities not just to sustain their businesses but to achieve the quality growth tha

35、t will serve them well going forward.While 2020 was a difficult year in many markets,it was also a year in which we were able to reflect on what has gotten us here,recognize the role that global brand building is playing in sustaining our success,and look forward to a hopefully brighter future.Annab

36、el LinManaging Director of Greater China Solution Specialists and APAC International Growth Team,Google8|Kantar BrandZTM Top 50 Chinese Global Brand Builders 2021-WelcomeKantar BrandZTM Top 50 Chinese Global Brand Builders 2021-Welcome|9Winning in the New Phase Brands Seek Opportunities by Deliverin

37、g User-Centric Experiences 01BrandZTM Top 50 Chinese Global Builders 2021-Chapter 1|00 12|Kantar BrandZ Top 50 Chinese Global Brand Builders 2021-Chapter 1The Top 50 Chinese Global Brand Builders report reaches a milestone this year.2021 is the fifth year Google and Kantar have analyzed Chinese glob

38、al brands,and certainly the most challenging of any that has come before.In 2020,the global economy shrank for the first time in over a decade,falling 3.5%.1Even so,Chinese brands did not give up.In the face of global disruption,the Top 50 stayed aligned to their core values and actively pivoted to

39、new approaches that allowed them to experience a continued rise year-over-year in consumer awareness in the developed markets we surveyed.21 International Monetary Fund,Jan 2021.https:/www.imf.org/en/Publications/WEO/Issues/2021/01/26/2021-world-economic-outlook-update2 Seven developed markets(the U

40、S,UK,France,Germany,Spain,Australia,and Japan)Top 50 Chinese Global Brand Builders-Awareness and Consideration in Developed Markets19.8%17.9%15.4%2018AwarenessConsideration20192020202114.9%8.0%8.9%9.2%9.4%Source:Google and BrandZ Chinese Global Brand Builders/KantarNavigating a storm-tossed seaBuild

41、ing on a strong foundation“More Chinese brands are paying attention to their global status and what it takes to be a global brand.”Janet Tsai,Global Lead,China Brand Practice,OgilvyFor many top Chinese global brand builders,2020 was a time of introspection and reflection.For years,they had been eage

42、rly accumulating knowledge and experience.When the pandemic reset everything,they saw a chance to reflect on the foundation theyd built and move forward in new directions.To do that,they are leveraging a capability they have developed over time.For years they have been accumulating experience in usi

43、ng tools to track and understand their consumers.This has given them good knowledge and insight into what people really want and need even as that has rapidly changed under the stress of COVID-19.This was especially important as each market changed in different ways that required a nuanced response.

44、The final piece of the puzzle is that in addition to identifying consumer needs,they are also able to pivot quickly to meet them.Chinese brands have long been known for the speed of their response and innovation,and their willingness to make changes to meet new circumstances.That has never been more

45、 useful than in the present moment.By moving quickly on the right strategic insights,Chinese brands have found ways to not merely survive but grow quickly during disruptive times.“Chinese brands are open to try new things.When the pandemic situations arrived,Chinese brands responded faster and trans

46、formed themselves to turn that situation into an opportunity to surpass their competition.”Tony Lee,Group Head,China Brand Accelerator Cluster,GoogleKantar BrandZ Top 50 Chinese Global Brand Builders 2021-Chapter 1|13Choosing the road less taken “Where brands formerly used to begin selling their pro

47、ducts in Europe and the United States,before branching out into other geographics,nowadays they are finding great success in focusing on large but relatively underserved markets.”Annabel Lin,Managing Director of Greater China Solution Specialists and APAC International Growth Team,GoogleEmerging mar

48、kets show another area where Chinese brands are exploring new opportunities.In recent decades,as many of these markets rapidly grow their economies,Chinese brands have captured market share by delivering a user-centric experience that earns consumers trust.That has required them to leverage insight

49、and experience to meet the unique infrastructure needs and consumer preferences of each market.As a result,consumer interest in Chinese brands is rapidly growing in these markets.They have seen,for example,a massive increase in Google and YouTube search volume,including a spike of 66%in the past yea

50、r alone.Google&YouTube Search Index Growth for Chinese Global Brand Builders in Four Emerging Markets(i.e.India,Indonesia,Mexico,and Brazil)2017201820192020+66%+60%+22%Source:Google and BrandZ Chinese Global Brand Builders/KantarFor these reasons,we decided to include four additional markets India,I