由于去年實體經(jīng)濟下滑，中國最大的幾個品牌的價值增長均出現(xiàn)放緩，但面向新興中產(chǎn)階級的品牌仍然保持了快速擴張。

這是廣告公司W(wǎng)PP剛剛發(fā)布的《Brandz最具價值中國品牌100強》報告里得出的結(jié)論。該報告研究中國品牌的價值變化。在去年，這份排行榜上的銀行、保險公司、石油天然氣公司的品牌價值下降了6%，但消費者服務(wù)、旅行和教育企業(yè)的品牌價值各自上漲了46%。在前100名中，價值增長最快的兩大品牌是從事校外英語等科目教學的新東方和好未來旗下的學而思。前100強品牌的總價值增長了6%。

WPP的BrandZ團隊表示，它根據(jù)企業(yè)的盈利報表評估品牌的價值，然后還要考慮進它所謂的來自全球50個市場的3,200萬消費者的專屬消費者情緒。BrandZ表示，范圍廣泛的消費者反饋使它的榜單別具特色。

不論其是否具有權(quán)威性，這份榜單提供了一個衡量中國最有價值品牌的尺度。來自政府的支持是一貫的主題。在前10名中，有5家是國有企業(yè)，包括中國移動、中國工商銀行、中國建設(shè)銀行等。

科技是受到政府直接或間接扶持的重要領(lǐng)域之一，今年的BrandZ排行榜冠軍是騰訊，該公司的微信是中國最受歡迎的社交網(wǎng)絡(luò)，電子商務(wù)巨頭阿里巴巴僅隨其后。

外界認為，中國近來替換外國高科技設(shè)備的努力將提升本地公司的價值。根據(jù)中國制定的創(chuàng)新計劃“中國制造2025”，政府將拿出3,000億美元，支持本土企業(yè)發(fā)展計算機芯片、電動汽車、飛機和其他能提升中國制造價值的產(chǎn)品。外國企業(yè)擔心，這項計劃將迫使它們用技術(shù)換取中國市場。

在過去10年里，政府一直在支持電信行業(yè)的海外擴張。華為在今年的排行榜上排名第6位，品牌價值達204億美元。類似的支持，比如“一帶一路”計劃，也擴大了中國在海外的影響。BrandZ的2017年榜單前100名公司的海外營業(yè)收入占到了總營收的40%，而在2011年，還僅有24%。

出于安全和可靠性的考慮，中國消費者依然青睞外國產(chǎn)品，無論是汽車還是嬰幼兒用品。但是，BrandZ指出。中國品牌在去年的一份品牌資產(chǎn)排行榜上首次超過了跨國企業(yè)。

得益于中國中產(chǎn)階級的興起和政府的扶持，中國品牌的影響力將不斷擴大。（財富中文網(wǎng)）

作者：Scott Cendrowski

譯者：Ty

The growth in value of China’s biggest brands slowed way down last year amid the old economy’s industrial decline, but brands catering to the rising middle class kept up their rapid expansion.

That’s according to advertising agency WPP’s latest BrandZ Top 100 Most Valuable Chinese Brands report, which was released today and tracks the value of old and emerging Chinese brands. While banks, insurers, and oil and gas companies declined in value by 6% on the ranking, consumer services, travel and education each rose 46% last year. The two fastest rising brands in the top 100 ranking were TAL Education’s Xueersi and New Oriental, which offer after-school tutoring for English and other subjects. Overall, the value of the top 100 brands grew 6%.

WPP’s BrandZ says it singles out a brand’s value according to corporate earnings statements, then layers in what it calls proprietary consumer sentiment from 3.2 million consumers across 50 global markets. Other brand rankings describe a similar process; BrandZ says the wide range of consumer feedback gives its list special oomph.

Regardless of whether it is definitive, the list offers a measuring scale for the richest Chinese brands. Government support is a consistent theme. While five of the top 10 are state-owned companies, including China Mobile, ICBC bank, and China Construction bank.

Technology is one of the key areas that receive direct or indirect government support. BrandZ’s first place ranking this year goes to Tencent, which runs China’s most popular social network WeChat. E-commerce player Alibaba ranks second, and search engine Baidu third.

China's new push to replace foreign high-tech equipment is expected to raise local players’ value. On Sunday, one of China’s senior technology officials defended China’s indigenous innovation program, called Made in China 2025, which is offering $300 billion of government support for the local development of computer chips, electric cars, airplanes, and other products to move Chinese manufacturing up the value scale. Foreign companies fear the plan will force them to turn over technology to stay in China's market.

In the past decade, the government has supported the telecom industry’s overseas expansion. Now Huawei ranks sixth on the BrandZ list, with a value of $20.4 billion. Similar support to expand China’s influence overseas, such as One Belt, One Road, were one reason the BrandZ list in 2017 reported that the top 100 brands’ proportion of overseas revenue rose to 40% of their total, from just 24% in 2011.

Chinese consumers still prize foreign goods, from cars and child products, for safety and reliability, but BrandZ noted that last year Chinese brands passed multinationals in a ranking of brand equity for the first time.

Chinese brands should only grow in influence thanks to a rising middle class and government directives.