本报告分别从地域分布、行业分布、所有制结构分布等维度对2023年入围“最具价值全球品牌100强”的中国企业进行定量分析，并选取典型企业进行定性分析与总结。总体而言，2023年中国入围企业在数量方面与2022年持平，在总体品牌价值方面较2022年出现了一定幅度的下降。从地域分布来看，入围的中国企业中大部分依旧来自东部地区，西部地区与香港地区各有1家入围，中部地区、东北地区、台湾地区及澳门地区均无企业入围；从行业分布来看，数量最多的行业是信息传输、软件和信息技术服务业、批发和零售业，其次是制造业和金融业（并列第二），入围企业较均匀地分布在这四大行业；从所有制结构来看，民营企业仍然占较大比重，其次是国有企业，港澳台法人独资品牌数量最少，仅有1家。结合典型企业的具体案例，本报告认为：在后疫情时代，全球经济增长速度趋缓，中国市场进入渐进式回暖阶段，专注品牌高质量发展是不变的主旋律，不可复制的品牌创新力至关重要；品牌要始终和消费者站在一起，不断满足人们对美好生活的向往，构建起穿越周期、行稳致远的核心能力；同时，品牌扩张到多个品类或多个市场能够增强风险抵御能力，中国品牌需要抓住新用户、新场景、新渠道、新人群、新区域，打造或加入共享的生态体系。
This report makes a quantitative analysis of the Chinese brand enterprises listed in the “Top 100 Most Valuable Global Brands” in 2023 from the dimensions of geographical distribution，industry distribution and ownership structure distribution，and selects typical enterprises for qualitative analysis and summary. Overall，the number of Chinese enterprises that were shortlisted in 2023 remained the same as that in 2022，while the overall brand value showed a certain decline compared to 2022. From the perspective of geographical distribution，most of the Chinese brand enterprises that were shortlisted still came from the eastern region，with one each from the western region and Hong Kong. There were no enterprises from the central region，northeastern region，Taiwan region，and Macao region that were shortlisted；From the perspective of industry distribution，the largest number of industries are information transmission，software and information technology services，and wholesale and retail，followed by manufacturing and finance，with a relatively even distribution of finalists across these four industries；From the perspective of ownership structure，private enterprises still account for a large proportion，followed by state-owned enterprises. The number of wholly owned brands by Hong Kong，Macao and Taiwan legal persons is the smallest，with only one. Based on the specific cases of typical enterprises，it is analyzed that in the post-pandemic era，the global economic growth rate is slowing down，and the Chinese market is entering a gradual recovery stage. Focusing on the high-quality development of brands is the unchanging theme，and the ability to innovate in branding that cannot be replicated is crucial；Brands should always stand with consumers，continuously meet people’s yearning for a better life，and build core capabilities that can survive through cycles and achieve long-term stability；at the same time，brand expansion into multiple categories or markets can enhance risk resistance. Chinese brands need to seize new users，new scenarios，new channels，new demographics，new regions，and create or join shared ecosystems.
