凱度×谷歌《2025BrandZ中國全球化品牌50強》字節跳動排榜首
凱度集團攜手Google(GOOGL.US)發佈《2025凱度BrandZ中國全球化品牌50強》榜單。與去年相比,前五名仍然爲字節跳動、小米(01810.HK)、跨境電商平臺Shein、海爾(06690.HK)(600690.SH)和華爲。海爾、Oppo、海信(00921.HK)(000921.SZ)排名上升, 阿里速賣通下滑一位。Temu跌出前十名,TCL(01070.HK)闖入前十名。
研究數據顯示,2024年,海外消費者對品牌價值的關注度顯着提升,47%的消費者打破慣性選擇,主動轉向同價位甚至更高價位的新品牌;進入2025年,全球消費市場展現出更開放包容的新態勢,高達 81%的受訪者明確表達了對新品牌的嘗試意願。
今年該榜單綜合利用凱度BrandZ品牌資產評估框架與Google的消費者行爲數據收集能力,衡量海外消費者對中國全球化品牌的感知。針對出口潛力和海外市場發展趨勢,其選取不同地理區域的11個市場(包括髮達市場和新興市場):澳洲、巴西、法國、德國、印度、印尼、墨西哥、西班牙、美國和英國等。
以下是榜單前十:
字節跳動
小米
Shein
聯想(00992.HK)
華爲
海爾
阿里速賣通
海信
OPPO
TCL
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