苹果、宜家失宠 国人现在更爱的是这些国产品牌

 

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国产手机品牌华为和食品快递巨头美团点评已经取代苹果和耐克，成为在中国最受欢迎的品牌。

The once-coveted brands of multinationals are losing ground to local companies in the world’s most populous country, according to a new report on the country’s 50 most relevant brands.

根据最新发布的中国最受欢迎的50个品牌榜单，曾经一度风靡的全球品牌如今在中国这个人口大国魅力渐失。

Chinese brands now take up 30 of the 50 slots, with online payment operator Alipay, owned by an affiliate of Alibaba Group Holding Ltd., at the top. That’s a big change from 2016 when only 18 local names made the top 50 brands in the survey by consultancy firm Prophet.

在上榜的50个品牌中，30个为中国国产品牌，其中排名第一的是阿里巴巴旗下的在线支付运营商支付宝。今年的名单与2016年相比有明显的变化。2016年，咨询公司铂慧的调查显示，前50个最受欢迎品牌中，国产品牌仅占18个。

“Chinese brands have been better at leveraging social media to reach out to shoppers in China,” said Catherine Lim, a Bloomberg Intelligence analyst.

彭博行业研究分析师凯瑟琳-利姆说：“中国的国产品牌更善于利用社交媒体吸引消费者。”

The survey asked 13,000 Chinese consumers to rank brands that are innovative, practical, customer-focused and inspirational, according to the report.

该项调查涉及13000名中国消费者，要求他们按照创新、实用性、以消费者为中心和励志等因素对品牌进行排名。

Meituan Dianping broke through to the top 10 for the first time. The Chinese food review and delivery giant is said to have raised about $4.2 billion after pricing shares that will begin trading Sept. 20, Bloomberg reported. The company has attracted investment from Hong Kong billionaire Li Ka-shing, the territory’s richest man.

美团点评首次排进榜单前10名。据彭博社报道，这家中国食品评价和派送巨头将于9月20日上市，按照之前的股票定价，拟融资42亿美元(约合287亿元人民币)。公司还吸引了香港首富、亿万富翁李嘉诚的投资。

The survey could point to more trouble for Apple Inc. in China, its second-largest market after the US. The Palo Alto, California-based company has struggled there as domestic rivals like Huawei Technologies Co. and Xiaomi Corp. gain in popularity.

调查也指出了苹果公司在中国面临的重重困难。中国是苹果公司的第二大市场，紧随美国之后。但近年来，随着华为和小米等本地竞争对手的崛起，苹果在中国市场上日子一天比一天难。苹果公司本部位于美国加州帕托阿尔洛。

Chinese consumers have become more strategic in their purchase. They increasingly value meaningful and tangible innovations of home-grown Chinese brands.

中国消费者在购物时越来越有眼光。他们更加看重国产品牌有意义的、实用的创新。

As the survey shows, home-grown Chinese brands have demonstrated a strong ability to create continuous, tangible innovation, often outpacing that of their international competitors.

正如调查所示，中国的国产品牌展示出了开展持续实用创新的强劲能力，比国外竞争者更胜一筹。

In China’s biggest cities, the mystique of the foreign brand is fading, said Benoit Garbe, a Prophet senior partner in Shanghai. “Consumers are getting more sophisticated,” he said. “We are seeing local brands -- the good ones -- popping up as more relevant.”

铂慧在上海的高级合伙人伯诺伊特-加尔博说，在中国的大城市里，国外品牌的神秘感正逐渐消失。他说：“消费者越来越精明。我们看到，好的国产品牌越来越得人心。”

Many other big Western brands were booted off the top 10 list favored by Chinese consumers this year. Nike Inc. tumbled to No. 44 while luxury car maker BMW AG fell to No. 46. Estee Lauder Cos. dropped to No. 22, though it remained the top-ranked label for cosmetics.

今年，很多其他知名西方品牌也纷纷跌出榜单前10名。耐克跌至44名，豪华轿车品牌宝马跌至46名。雅诗兰黛下滑至22名，但在化妆品分类中保住了第一名的地位。

Home-furnishing retailer Ikea of Sweden, fourth on last year’s list, didn’t make it among the top 30 this time.

瑞典家居零售商宜家去年排在第四位，今年甚至没能挤进前30名。