凯度&谷歌：2023中国全球化品牌50强报告（中译版）（93页）.pdf

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1、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 Risin

2、g 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 OutlookHonestyHealthFamilyAuthenticityFairnessKnowledgeBalancePr

3、ivacyLearning01020304050607080910Rely 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-relianceBalancePrivacyKnowledgeL

4、earning01020304050607080910Data 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%Pur

5、chased 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

6、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