2017_RTG品牌相关性报告（英文版）-8mb

2017 RTG Brand Relevance Report Summary

Core Content Overview

The 2017 RTG Brand Relevance Report is an annual study conducted by RTG Consulting Group, focusing on the relevance of 300 leading brands to Chinese consumers. The report analyzes brand relevance across 9 industries and evaluates how it varies among three generations: Gen-X (35-45), Gen-Y (25-34), and Gen-Z (15-24). The data is gathered through quantitative surveys of 5,000 consumers and qualitative interviews with 45 industry experts.

The report employs a proprietary algorithm, the RTG Brand Relevance Score, which combines consumer relevance scores, brand metrics, and expert insights to provide a comprehensive view of brand performance in China.

Main Industries and Top Brands

1. Hospitality

• Overall Brand Relevance Score: 7.6
• No.1 Most Relevant Brand: Four Seasons Hotel
  • Consumer Insight: Known for its luxury lifestyle and personalized service, Four Seasons appeals to Chinese consumers who prioritize quality and experience over price.
  • Expert Insight: Maintains a strong luxury image and is seen as a symbol of international prestige.

2. Luxury

• Overall Brand Relevance Score: 7.3
• No.1 Most Relevant Brand: Chanel
  • Consumer Insight: Seen as an iconic brand representing Parisian taste and fashion influence.
  • Expert Insight: Strong social media campaigns and celebrity endorsements have boosted its appeal in China.

3. Fashion

• Overall Brand Relevance Score: 8.4
• No.1 Most Relevant Brand: Adidas
  • Consumer Insight: Appeals to millennials with innovative marketing and trendy designs.
  • Expert Insight: Gained traction in lower-tier cities and among younger demographics.

4. Beauty

• Overall Brand Relevance Score: 7.9
• No.1 Most Relevant Brand: Estée Lauder
  • Consumer Insight: Trusted and effective, with a strong heritage and celebrity influence.
  • Expert Insight: Has maintained a positive reputation despite competition, thanks to successful campaigns.

5. Personal Care

• Overall Brand Relevance Score: 8.2
• No.1 Most Relevant Brand: Rejoice (飘柔)
  • Consumer Insight: Offers quality for an accessible price, and is familiar and reliable.
  • Expert Insight: Has grown significantly through massive distribution and consistent marketing.

6. Food & Beverage

• Overall Brand Relevance Score: 8.7
• No.1 Most Relevant Brand: Yili
  • Consumer Insight: A long-standing brand with emotional ties to consumers.
  • Expert Insight: Overcame the 2008 melamine scandal and has re-established trust and grew its market presence.

7. Electronics & Tech

• Overall Brand Relevance Score: 7.4
• No.1 Most Relevant Brand: Huawei
  • Consumer Insight: Known for innovative technology and superior performance.
  • Expert Insight: Stands out with high-quality products, celebrity endorsements, and collaborations with heritage brands.

8. Mobile App

• Overall Brand Relevance Score: 8.0
• No.1 Most Relevant Brand: WeChat
  • Consumer Insight: Indispensable in daily life, with high usage frequency and functional versatility.
  • Expert Insight: A pioneer in mobile innovation, integrating features like mini apps and mobile payments.

9. Automobile

• Overall Brand Relevance Score: 8.0
• No.1 Most Relevant Brand: Volkswagen
  • Consumer Insight: Seen as practical and reliable, with a focus on family needs.
  • Expert Insight: Maintains dominance through smart marketing and strategic celebrity partnerships.

Ranking by Generation

• No.1 Most Relevant Brands (Gen-X + Gen-Y + Gen-Z):

  • Four Seasons Hotel, Chanel, Adidas, Estée Lauder, Rejoice, Yili, Huawei, WeChat, Volkswagen

• No.2 Most Relevant Brands:

  • Brands that are relevant to two generations (e.g., Gen-X + Gen-Y or Gen-Y + Gen-Z)

• No.3 Most Relevant Brands:

  • Brands that are relevant to one generation (e.g., Gen-X, Gen-Y, or Gen-Z)

Key Findings

• The report highlights the importance of brand image, quality, and consumer experience in determining brand relevance.
• Social media presence, celebrity endorsements, and innovative marketing play a crucial role in shaping consumer perceptions.
• Heritage brands like Chanel and Estée Lauder maintain strong relevance due to their established reputation.
• Local brands such as Yili and Huawei are gaining traction by balancing affordability with quality.
• WeChat is a key player in the mobile app industry due to its integration into daily life and continuous innovation.

About RTG Consulting Group

• RTG Consulting Group is a brand consulting agency focused on the Mainland China market.
• The report is developed by RTG Intuition, a team of consumer insights experts and data analysts.
• Their goal is to help brands decrypt the Chinese market and make consumer trends actionable.

Conclusion

The 2017 RTG Brand Relevance Report provides a detailed analysis of brand performance in China, emphasizing the importance of relevance across generations and industries. It underscores the need for brands to adapt to consumer preferences, leverage digital platforms, and maintain a strong emotional connection with their audience to succeed in the competitive Chinese market.