1 to 14, witness Chinese brand power

The endless Chinese brand.

Wen | Chinese Business Tao Lue Yuntan

"Thousands of troops and horses, manage from numbers."

This is the favorite sentence of the author of "Fifteen Years of Wanli". His core point is "number management".

Numbers are measurement and strength.

In the global business community, there are many rankings. Brandz's most valuable global brand list is one of the special one, known as the "Oscar" in the brand field.

In addition to financial value and capital value, it pays more attention to corporate brand contribution, and you can see the mysteries of the brand's evergreen.

【From 1 to 14】

On June 15th, the most valuable global brand 100 list of the most valuable global brands in 2022 was officially announced.

This year, a total of 14 Chinese brands were on the list, of which Tencent and Alibaba ranked among the top 10 global brands.

▲ 14 Chinese brands in 2022

If the time axis is stretched, it will be found that when the list was first released in 2006, there were only one Chinese brand on the list -China Mobile. This year, China's GDP was $ 275 trillion, just among the fourth place in the world.

Fifteen years later, China's GDP scale has reached US $ 177 trillion, ranking the second largest economy in the world, accounting for more than 18%of the global GDP. On the stage of the world brand, more and more "Chinese faces" are ushered in.

At present, China is the world's largest manufacturing country and the world's largest cargo trading country. It is the "world factory" and the "world market". The Chinese brand on the list of BRANDZ in 2022 also fully demonstrated the "stability" and "living" of the Chinese economy.

Behind Tencent, Alibaba, Moutai, Haier, Huawei and other brands are the foundation of continuous consolidation of the real economy, and it is a digital economic momentum that is constantly bursting out.

At the same time as the group scores excellent, the singularity of Chinese brands should not be underestimated. Moutai ranks first among global wine brands. Tencent and Alibaba are head brands of "retail" and "media and entertainment" categories, and Haier is the world's only global category.

"The past year is particularly difficult for Chinese brands. Chinese brands that have moved forward in the past few years have slowed their steps slowly." Said Wang In the context, it can be seen that Chinese companies with strong brands look stronger. "

A "ruler", a measure.

Brandz list, characterize the rain and rain of the world economy.

From 1 to 14, changes in numbers have burned the growth of Chinese brands.

[From recognizing action]

"Brands are always the best amulets and accelerators for enterprises." Wang Xing's words were well verified in the more replacement of the Brandz list.

This year, Apple returned to the list with a brand value of $ 947.1 billion, and it is expected to become the first brand to break through the trillion dollars.

▲ 2022 Brandz Global Top 10 Global Brands

"Apple has continuously expanded its business portfolio in the field of hardware, software and services, and realized the high degree of differentiation of the brand." In fiscal 2021, Apple's total revenue was 365.8 billion US dollars, an increase of 33.26%year -on -year, and net profit was 94.7 billion US dollars, an increase of 64.92 year -on -year increased by 64.92 %.

"This year's list shows the value of continuous brand building. No matter how the market fluctuates, this is a good way to improve the commercial return." Analysis.

Regarding the path of brand building, in 2022, the most valuable global brand report on the Kaido Brandz ™ states that "adherence to the full -link innovation and diversified expansion ecological brands will steadily increase brand value."

For Chinese brands, when the growth of the brand is still ongoing, the brand building must run out of acceleration.

As the main body of brand building, Chinese enterprises are actively innovating in many aspects such as strengthening science and technology research and development, and continuously enhanced their brand power -as Wang Xing said, companies with a strong sense of innovation that consumers can perceive are ordinary. 7 times the company, which is huge for the growth of brand value.

At present, the proportion of Chinese enterprise technology investment accounted for more than 76%of the entire social R & D investment. The person in charge of many companies said they are transforming from Chinese manufacturing to independent brands. "In the past, for overseas sales, we did more laboratories and OEMs. Now we pay more and more attention to creating independent brands.

In addition to technological innovation, innovation also needs to be model.

As Zhang Ruimin, the founder of the Haier Group and the honorary chairman of the board of directors, said that in an uncertain environment, enterprises should always focus on users and create users' needs forever. In market competition, there are no opponents, only users.

From this point of view, in the traditional innovation model, most enterprises are single -point innovation. Through a single product innovation or technological innovation, differentiated market growth points are formed.

In the era of the Internet of Things, user needs have become more complicated and diverse. Single -point innovation centered on enterprises is easy to disconnect with user needs. Therefore, enterprises must be upgraded into a user -centric full -link innovation. In the continuous interaction with users, understanding the user's products, services, channels and other all -round needs can create a new experience.

Increase the quality of development with independent brands, and accelerate brand building with full -link innovation. The advanced enterprise has verified the correct road. [Run from followed and run]

"Everything in the world is born in there, and there is nothing."

The establishment of the brand to the country and the enterprise are the foundation of the casting strength, and also act on the growth of economic strength.

As a post -hair loss of the industrial revolution, China has missed the opportunity of development. Chinese companies are running for a long time to learn the management experience and brand model of Western leading companies.

"The company that does not succeed is the company of the times." Whether the brand is successful is also determined by the times.

Product brands were born in the industrial era, such as Ford, leading leaders drove the growth of enterprises through the premium of product quality.

The Internet economy has spawned platform brands, such as Amazon to promote corporate growth through traffic monetization. Under the tide of the Internet, Chinese companies have stood up, and Internet platforms such as Alibaba rely on the vast Chinese market to grow rapidly.

With the rise of digital technologies such as 5G, big data, and artificial intelligence, the era of the Internet of Things is coming. This time, China and other countries stood on the same running line, and the possibility of Chinese brands obtained, running or even leading.

On Brandz's global most valuable brand list, we see this possibility. Haier has been on the list for four consecutive years as the only IoT ecological brand in the world.

"In the past year, the global market has multiple pressures, and risk and complexity are unprecedented. Faced with these new challenges, Haier has achieved adverse growth as an IoT ecological brand, which fully shows the toughness of the new brand paradigm of ecological brands. The vitality makes us more convinced that ecological brands are new engines that are sustainable. "Wang Xing commented.

The uncertain Uta era is calling for a new brand paradigm. Different from product brands and platform brands, ecological brands focus on experience economy and create lifelong users.

Focusing on lifelong users, Haier has created an endless ecology and found a certain force with dynamics. This is the core essential of the "ecological brand".

In the storm, even the towering trees may be rooted up, and if it is a forest, it can show a stronger toughness in the face of storm. Even after the storm or fire, the forest will still bred a new vitality. This kind of indispensable and endless toughness is the certainty of ecological brands.

No matter how savvy merchants may make mistakes, ecological brands are promoted by employees and ecological parties in the direction of meeting user needs, ensuring that the direction is always correct. This is also the certainty of the ecological brand.

Peter Drucker said: "The biggest danger in the turbulent age is not the turmoil itself, but still using the logic of the past."

It is foreseeable that the new brand paradigm of ecological brands in the Internet of Things era is expected to open a new value growth logic in the name of the brand.

[From start to starting point]

Looking back at the past, the Chinese brand started from 0, and now stands at a new starting point.

In an uncertain environment, it is certain that Chinese brands will not stop in "14" to the world.

From promoting "transformation of Chinese products to Chinese brands" to "carrying out Chinese brands creation action" to "accelerating the construction of a batch of products with excellence, brand excellence, innovation and leading, and governing modern" More confidence in the growth of Chinese brands.

At the same time, leading companies have also used physical exploration to give the "secrets" of the Internet of Things era brand cultivation, and guide more Chinese brands to grow rapidly. The important one is scientific and technological innovation.

In recent years, consumer technology, business solutions and technology service companies have been on the list frequently, and the "technology background" of the brand value list has become increasingly obvious. Tencent, Alibaba, Huawei, Haier, Xiaomi, etc. on the list, all have a label of diversified technological innovation.

After the Kirin chip, Huawei also created the Hongmeng system, and now Huawei's car solution has also been carried on the ethnic brand's electric vehicles.

Tencent's innovation has also expanded from social tools to digital technology. In the past three years, Tencent has continued to increase investment in R & D, and gradually established a complete self -developed system including server, operating system, chip, SaaS, etc. The complete self -developed ecology has also become Tencent's new business base.

In contrast, Haier's innovation is more physical gene.

In 1984, Haier was founded in Qingdao and established the first enterprise -level technical research institute in 1988. By 2021, Haier's global R & D personnel exceeded 20,000, with more than 20 national science and technology innovation platforms, and built the "10+N" open innovation system worldwide.

At present, Haier's technological innovation has established three major advantages, including the advantages of an open innovation system. From the advantages of original technology to the achievement of the achievement of the industrial chain, and the integration and innovation advantages of the combination of technology and entrepreneurial incubation, for Haier's smart residence, the industry Internet The three large health roads continue to strengthen the moat.

Whether it is a card creation or innovation, the company is the main body. Accelerating the integration of the digital economy and the real economy, large companies such as Huawei, Tencent, Haier are in action, and the leading brand image of science and technology has also been continuously strengthened.

This is a new starting point. Looking forward, the road is very long and the sky is wide.

Although the roads are twisted and complex, the pace is more firm.

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Welcome to pay attention to [Huashang Tao strategies], know the characters of the wind, and read the legend of Tao Tao.

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