华尔街日报：2012年最具价值中国品牌50强

原文出版：https://news.iciba.com/study/bilingual/1554752.shtml

在中国，对创新的需求正在开始对部分中国品牌产生负面影响，但这也开始提升少数品牌。

The demand for innovation in China is beginning to take its toll on some Chinese brands, though it's boosting a handful others.



市场研究机构华通明略(MillwardBrown)和媒体公司WPP近日发布了2012年BrandZ最具价值中国品牌榜，中国移动以506亿美元的品牌价值蝉联榜首。

According to research from agency Millward Brown and media company WPP on the top 50 most valuable Chinese brands,CMCC heads the list for two years on end with $50.6 billion.

社交媒体网站人人网(Renren Inc.)的价值今年下降77%，至2.46亿美元，排名从去年的第35位降至今年的第50位。

Social media site Renren Inc.'s value fell 77% this year to $246 million, dropping it to last on the list from 35th a year earlier.

研究表明，其它价值下降的主要品牌包括体育服装制造商李宁有限公司(Li Ning Co, 下降69%，排名第47)、零售商国美电器控股有限公司(Gome Electrical Appliances Holding Ltd., 下降60%，排名第42位)和中国旅游预订公司携程旅行网(Ctrip.co降39%，排名第43位）等。研究分析了上市公司品牌和财务信息，并将这些信息和一项针对35,000名消费者所做调查得出的数据放到了一起。

Other major brand value declines include sports apparel maker Li Ning Co. (down 69%, ranked 47th), retailer Gome Electrical Appliances Holding Ltd., (down 60% , ranked 42nd), and Chinese travel booking company Ctrip.com, (down 39% , ranked 43rd), according to the study, which analyzed financial information of listed companies' brands and paired it with data from a survey of 35,000 consumers.

虽然一些企业所在的领域面临的压力增大（中国的电子产品和体育装备市场都表现低迷），但华通明略驻北京的客户集团总监王幸说，这些企业价值下降的关键原因，是因为人们认为这些企业缺乏创新。她指出，在中国，让消费者感知到企业的进步至关重要。

Though some companies have faced added pressure in their sectors the electronics and sports apparel markets have both slumped in China. A key reason behind the declines of these companies is a perception that they lack innovation, said Doreen Wang, head of client solutions at Millward Brown in Beijing, noting that in China consumer perception of progress is critical.

即使是今年排名第一的品牌、电信巨头中国移动(China Mobile)，其价值也下降了6%，至506亿美元左右。王幸认为，这是因为消费者认为中国移动没有创新。若干年前，消费者选择移动供应商的依据就是速度和服务，但是大多数公司都未能拿出吸引消费者以及让公司脱颍而出的新办法。

Even the top-ranking brand this year, telecom giant China Mobile, has seen its value drop 6% to roughly $50.6 billion a drop Ms. Wang attributes to perceptions of a failure to innovate. Years ago, consumers chose their mobile providers by the speed and service of telecommunications companies, but most have done little to create new ways to attract people and differentiate themselves, Ms. Wang said.

王幸说，自从去年进行这项研究以来，中国互联网技术公司的价值平均下降了35%。

The value of China’s internet technology brands has fallen on average 35% since last year's study, Ms. Wang said.

另一方面，另外一些企业则让消费者感知到了它们在创新上的成就，并因此而崛起，比如腾讯公司。腾讯开发了广受欢迎的手机信息服务微信，并在今年早些时候与华特-迪士尼公司(Walt Disney Co.)签署了一份关于在腾讯的平台上开发动画内容的协议。腾讯的品牌价值增长了60%，达到202亿美元，排名从一年前的第10位上升到了第五位。

On the flipside, positive perception of innovation is paving the rise of other Chinese brands, such as internet company Tencent Holdings Ltd., which developed popular mobile messaging service WeChat and signed an agreement with Walt Disney Co. earlier this year to develop animation content on Tencent's platforms. Tencent's brand value has climbed 60% to $20.2 billion and has climbed to No. 5 on the rankings, up from No. 10 a year earlier.

互联网巨头百度(Baidu Inc.)的价值增加了40%，达到220亿美元，在今年的调查中排名第四位。今年，百度发布了自己的移动互联网浏览器，推出了一个智能手机操作系统，并提升了云计算服务。

Internet giant Baidu Inc. jumped 40% to $22 billion, ranking No.4 in this year's survey. This year, the company has launched its own mobile-Internet browser, rolled out a smartphone-operating system and boosted cloud-computing services.

王幸说，尽管一般来说创新与技术公司的关系最为密切，其他领域的企业也开始使用简单但却有效的方式来吸引消费者。海南航空股份有限公司(Hainan Airlines Co.)增长了23%，达到5.24亿美元，仅仅是向乘客提供热面包，该公司就得到了消费者的青睐。海南航空是海航集团(HNA Group)的子公司，研究显示，海南航空还在帮助苹果(Apple Inc.)的供应商富士康(Foxconn)提高从制造中心开始的供应链的运输效率。

While innovation is often most linked with technology companies, other companies are grasping simple yet effective ways to push forward with consumers, said Ms. Wang. Hainan Airlines Co., which jumped 23% to $524 million, has gained favor by merely offering warm bread to its passengers, Ms. Wang said. The company, part of conglomerate HNA Group, is also helping Apple Inc. supplier Foxconn boost supply chain deliveries from its manufacturing center, the study said.

服装公司七匹狼(Septwolves)的价值增长了44%，达到6.51亿美元，排名第38位，该研究显示，该公司的价值提升是因为该公司在中国的小城市销售高档服装，而其他的一些公司则只专注于北京和上海这样的大城市。

Apparel company Septwolves climbed 44% to $651 million to 38th by selling upscale goods to China's smaller cities while other companies focused on big cities such as Beijing and Shanghai, the study said.