胜三（R3）：2022年中国品牌出海白皮书（中译版）（3页）.pdf

1、An R3 Report China Brands Beyond BordersBrands With Room to GrowThere has been a general upward trend in valuation of Chinese brands in recent years,but a few notable highly-ranked brands in 2019 and 2020 dropped in rankings in 2021.There is,however,room to grow for both established brands and newco

2、mers.A more robust brand strategy,improved implementation and use of private traffic,and optimized marketing operations can help Chinese brands build long-term growth and resilience in the face of the challenges posed by tightening regulatory environments.The global success of Chinese brands comes w

3、ith increased quality of Chinese products,a constant drive to improve and innovate,and novel marketing strategies that hinge on social media and digital channels.Rapid R&D and go-to-market strategies for products that appeal to a global audience while adapting marketing strategies to a localized con

4、text has provided Chinese brands more visibility on the global stage.3MOVING CHINA BRANDS BEYOND BORDERSThe Changing Value of Chinese BrandsSources:Google and BrandZ Chinese Global Brand Builders(Kantar 2021)Sources:KantarYearEstablishedKantar BrandZ 2022 Most Valuable Chinese BrandBrand Value(US$Mi

5、l.)2020202120222022Tencent1998211204,378Alibaba1999122137,031Moutai1999333108,490Douyin(ByteDance)2012148443,483Meituan201094541,945ICBC198449636,017JD.com199887734,198Huawei198755833,663Haier19841211933,206Ping An Insurance1988761026,320YoY Brand Power Growth by Category-Developed MarketsOnline Fas

6、t Fashion29%OTA-2%Cars-14%SmartDevices13%ConsumerElectronics-5%Airlines-26%ContentApps21%HomeAppliances-3%Banks-20%MobileGaming8%AlcoholicDrinks-6%E-commerce-27%Total brands YoY growth:-3%BRANDSDRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES4Starting The Global Journey At HomeLeveraging e-Commer