新加坡最具价值和最强大品牌的年度报告

ChineseAutomobiles2018 An original market research study into the improving proposition of Chinese SUV brands Foreword. China is undoubtedly the largest and most dynamic market for car brands in theworld. The country’s protected yet wealthy competitive space has attractedinternational brands with new, innovative product offerings but has also bred a largedomestic industry that has progressed to compete on the world stage remarkablyquickly. While most domestic brands are still some way from achieving the product At the more price-conscious end of the SUV industry, competition has become fierce.New rules on ownership allow foreign brands more access at a lower cost.Meanwhile, the steady advance of Chinese brands in both quality and reputationbroadens their market share relative to Joint Venture and foreign brands. As a result, Alex HaighAuto Industry Director The only way to move away from the discounting rivalry and from a positioningbased on price in general, is to focus on value and quality. Historically, Chinese carcompanies have not been able to command the technical know-how and marketing Chinese brands have traditionally focused on the lower end of the market. On theback of steady progress, technological advancement, and a shift in strategy, WEYand Lynk & Co became the first domestic brands to enter the upper end of themarket in 2016. WEY is also distinctly the only brand of the two with a Chinese nameand the only domestic brand in the semi-premium SUV market in China to haveadopted its founder’s surname as its own brand name. Despite previous prejudices Brand Finance bridges the gap between marketing and finance. Our teams haveexperience across a wide range of disciplines from market research and visualidentity to tax and accounting. We understand the importance of design, advertising, Acknowledging and managing a company’s intangible assets taps into the hiddenvalue that lies within them. The following report is a step to understanding more The team and I look forward to continuing the conversation with you. Foreword3About Brand Finance4Contact Details4Market Research Methodology5Industry Analysis6Consumer Research10Brand to Watch: WEY12Consulting Services14 Brand Finance is the world’s leading independent Brand Finance was set up in 1996 with the aim of‘bridging the gap between marketing and finance’.For more than 20 years, we have helped companies We pride ourselves on four key strengths: •Independence•Technical Credibility•Transparency•Expertise. Brand Finance puts thousands of the world’s biggestbrands to the test every year, evaluating which are the For more information, please visit our website:www.brandfinance.com Market Research Methodology. Contact Details. For further information on Brand Finance®’s services and valuation experience, For business enquiries,please contact:Alex HaighDirectora.haigh@brandfinance.com Brand Finance surveyed a sample of 405 car owners andintenders in China, ‘intenders’ being people who expected tobuy a car in the next 3-6 months. All currently own an SUV or Konrad JagodzinskiCommunications Directork.jagodzinski@brandfinance.com The sample comprised people aged 18-65, with quotas setby age and gender in order to ensure that the sample broadly For all other enquiries,please contact:enquiries@brandfinance.com+44 (0)207 389 9400 In addition to the survey research, Brand Finance analysedsentiment in online social media conversations in China about linkedin.com/company/brand-finance facebook.com/brandfinance twitter.com/brandfinance Industry Analysis. accelerating, partly due to Volkswagen and its responseto the emissions scandal; Digitisation is fundamentallychanging the specifications that customers demand ofnew models; Automation is threatening the auto industry’s Market research methodology from developed country brands – the subject of some Brand Finance surveyed a sample of 405 car ownersand intenders in China, ‘intenders’ being people whoexpected to buy a car in the next 3-6 months. All currentlyown an SUV or would consider buying one for their nextcar. The sample comprised people aged 18-65, with In our annual brand valuation study of 5000 brands inall sectors globally, we compile a list of the top 100 mostvaluable automobile marques. We found that brand valueof the top 5 Chinese brands has risen 92% from 2017 to2018, largely thanks to local demand. In comparison, the The rise of Chinese brands The Chinese market has historically been split betweenChinese brands that tend to produce extremely cheapcars – that are bought for price rather than quality, beautyor ride-ability – and cars produced through Joint Ventureswith Western technology and under Western brands that China has for a long time been the fastest-growing majorcar market in the world. The nature of the industry – aswith many other sectors of the Chinese economy – hasbeen protectionist and state-guided. Prior to May 2018,the proportion of foreign equity within a j