凯度&谷歌-凯度BrandZ中国全球化品牌2023（英）-2023-93页.pdf

2023Chinese GlobalBrand Builders中国全球化品牌中国全球化品牌IN ASSOCIATION WITHMethodologyTeams&AcknowledgementsBrand Profiles010402050306Consumer Insights:Power the Confidence Shift to capture new global audienceKantar BrandZ Chinese Global Brand Builders Top 50&Insights Kantar BrandZ Chinese Global Brands Rising Stars&Brand Cases Content01Consumer InsightsPower the Confidence Shift to capture new global audienceConsumers feel insecure pervasively worldwide but they are resilient and taking more responsibilities.Data source:Kantar 2023 Global OutlookHonestyHealthFamilyAuthenticityFairnessKnowledgeBalancePrivacyLearning01020304050607080910Rely on myself and my own resources-extremely/very importantGlobal ranking of Self-reliance:2020202266%The world I live in feels like an increasingly hostile and uncertain place3Self-relianceHonestyHealthFamilyAuthenticityFairnessSelf-relianceBalancePrivacyKnowledgeLearning01020304050607080910Data source:Google x BrandZ 2023 Survey in 11 markets;Total n=11959,Jan.2023Question:Which of the following actions have you taken while shopping for products of CATEGORY?Which of the following actions are you currently taking while shopping for products of CATEGORY?73%Purchased a different brand from usual55%Considering more brands34%Constantly keep an eye out for new brands Global consumers are rethinking their shopping choices and expanding their consideration set.As a result,Chinese brands have more opportunities to get into consumers consideration set.Brands in the consumers considerationChinese brand AChinese brand BOriginal consideration setNew consideration setImagine an average consumer.Data source:Google x BrandZ 2023 Survey in 11 markets;Total n=11959,Jan.2023Question:How likely are you to consider choosing each of the following brands the next time you BUY/USE CATEGORY?Base:For each brand,ask all respondents who are aware of the brandMany Chinese global brand builders now find themselves having a promising addressable consumer base.35%45%20%1st choice/Seriously consider35%45%Might consider20%Would not consider90%brands have at least 70%of their consumers might consider the brand.Among 234 surveyed Chinese brandsGlobal Consumers General Attitude to Surveyed Chinese BrandsThe cost leadership that Chinese brands normally own may help attract new consumers.Data source:Google x BrandZ 2023 Survey in 11 markets;Total n=11959,Jan.2023Question:Which of the following actions have you taken while shopping for products of CATEGORY?Price of the new brands that have been triedTried cheaper brands35%26%Tried different brands with similar price25%Tried more expensive brands especially in retail and online service categories.Price of the new brands that have been triedTried cheaper brandsTried more expensive brands50%40%30%20%10%0%Online FashionOnline Convenience ServiceHome&GardenEcommerce Electronics Accessories&SuppliesUtility AppsBeauty&Personal CareSmart DevicesHome AppliancesContent&Entertainment AppsMobile GamingArt&ToysAlcoholic DrinksConsumer ElectronicsCars23%18%23%20%26%18%45%43%41%39%38%36%36%24%Data source:Google x BrandZ 2023 Survey in 11 markets;Total n=11959,Jan.2023Question:Which of the following actions have you taken while shopping for products of CATEGORY?But actually consumers are torn between guarding their wealth and optimizing their life amidst global uncertainty.Data source:1.Kantar:Global Issue Barometer 2022;2.Euromonitor:Top 10 Global Consumer Trends 2023;3.Google x BrandZ 2023 Survey in 11 markets;Total n=11959,Jan.2023Question:What are the most important pursuits that you are focusing on in your life at this moment?Please select a maximum of 3 items.Consumers key focus of life3#2Physical and Mental Health33%#1Happy Family37%#3Finance Security/Growth27%Thoughtful response to financial uncertaintyof peoples big life plans have been impacted by inflation and other issues of concernsof global consumers did not plan to increase their overall spending69%175%2Smart DevicesCarsArt&Toys Home Appliances Alcoholic DrinksConsumer ElectronicsElectronics Accessories&SuppliesBeauty&Personal CareOnline FashionHome&GardenEcommerceUtility AppsOnline Convenience ServiceMobile GamingContent&Entertainment Apps40%30%20%10%0%Brands shouldnt be afraid to go premium as there are consumers willing to spend more,especially among high income groups for tech categories.All consumersHigh income group32%33%31%38%30%38%29%34%29%35%27%34%Tried more expensive brandsData source:Google x BrandZ 2023 Survey in 11 markets;Total n=11959,Jan.2023 Question:Which of the following actions have you taken while shopping for products of CATEGORY?Data source:Google/The Behavioural Architects,June 2022,US,n=1000 prospective online purchasers per category,ages 18-75.Well-known behavioral science principles and related tactics such as displaying high-star ratings or promising free delivery and returns could surpass the effectiveness of a discount.Specifically,using the two most influential behavioral science principles wi