2023-06-17-谷歌_凯度-2023中国全球化品牌报告（英文版）_93页_5mb

报告摘要

Consumers feel insecure and resilient, prioritizing self-reliance, honesty, and authenticity in 2023, with 73% expanding their consideration set for new products.
Global uncertainty drives a focus on functionality and life aspirations; price is less motivating than trust, community, and self-acceptance.
Chinese brands have a strong opportunity due to higher consumer consideration (up to 45%) and cost leadership, with 35% of surveyed brands showing strong potential.
Consumers struggle with decision-making due to information overload and economic pressures, valuing trust cues like authoritative reviews and platform recommendations.
Brands must address the "Confidence Gap" by providing clear value, with trust-building and comprehensive information channels critical for consumer loyalty and purchase decisions.

Key Findings: Consumer electronics dominates (28% of rankings), with 10 newcomers from diverse categories enhancing diversity. Brands like Xiaomi and HUAWEI show strong engagement through innovation and wide selection.
Performance Highlights: Rising stars demonstrate high "worth more than it costs" ratings (82%), leveraging value and technological advancements. Top risers (e.g., +29% in rank) use innovative genes to connect with consumer life aspirations.
Category Breakdown: Home appliances, smart devices, and entertainment apps lead, with female-centric brands (e.g., LILYSILK) emphasizing self-acceptance and luxury.
Challenges and Growth: Brands shift from production to creation, emphasizing experiential and tech-enabled innovation to capture global consumers amidst inflation and uncertainty.

Inclusion of Newcomers: 10 brands enter the Top 50, focusing on affordability, sustainability, and unique value propositions (e.g., TEMU, BLUETTI).
Success Factors: Brands like Wuling and Donner address consumer pain points with innovations (e.g., electric vehicles and musical instruments), while POP MART and Ulike enhance global appeal through cultural and functional offerings.
Growth Indicators: Rising stars often score higher on perceived worth, driven by brand love (e.g., 28% love ratings), achieved through niche targeting and effective communication.

A four-step process combining Kantar BrandZ data with Google's consumer behavior analytics ensures accurate rankings.
This includes country and category selection, brand eligibility checks, demand power calculation, and quality assurance, enabling fair comparisons across markets and categories.
Expert evaluation and data integration provide insights into brand equity and global consumer perceptions.

Key individuals from Google and Kantar contributed research, analysis, and insights, highlighting cross-industry collaboration in brand building.
Acknowledgments include contributions from diverse teams, emphasizing the global scope of the report.

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