On May 10th, CHNBRAND, an authority of the brand rating, released the ranking and analysis report of the Chinese Brand Index (C-BPI) brand (C-BPI) in 2024 (14th).The index was launched for the first time in 2011 and is Chinas first and most credible brand value evaluation system.
The development of brand power is still in the downward cycle, and the growth of Chinese brands in the past ten years
On May 10th, CHNBRAND, an authority of the brand rating, released the ranking and analysis report of the Chinese Brand Index (C-BPI) brand (C-BPI) in 2024 (14th).The index was launched for the first time in 2011 and is Chinas first and most credible brand value evaluation system.
The core of C-BPI in 2024:
1. Brand development is still a downward cycle, but the competition has not stopped
In 2024, the brand proportion of C-BPI scores declined is still high. The average growth score of the brand growth brand has declined simultaneously. The various industries show different growth environments. In terms of brands, accurately identifying its own growth environment can break through the bottleneck.At the same time, the C-BPI brand has continued to be high, and the brand competition is still fierce.In addition, from the perspective of age and regional, the brand development shows the characteristics of strong segmentation. Of course, "big and strong" is successful, and brands positioning in differentiated small markets also have a broad future.
2. Chinese brands have grown significantly in ten years
Looking at the data performance in the past ten years, Chinese brands have shown three keywords.High -speed, the proportion of the brand has increased significantly, and the brand power of most brands has increased significantly; comprehensive, the growth of strong brand growth, the overall development trend of the follow -up brand; health, cognition and relationship between the two wheel drives have become ChinaThe driving force for the continuous growth of the brand.
3. Brand construction inspiration
Brand construction has entered the era of precision cultivation. The brand growth driven by traffic dividends and high -speed market development is unsustainable. The companys own strategic planning capabilities, continuous investment, and a consistent brand strategy are the key to creating brand competitiveness.
1. Analysis of the development trend of C-BPI
1. Status: Brand development is still in a downward cycle
The C-BPI report in 2023 shows that from 2019-2022, it affected the slowdown of brand growth due to multiple factors. This phenomenon in 2024 continued, and the development of brand power was still down.This conclusion comes from the two sets of data observed.
The first set of data is the proportion of the C-BPI scoring score over the years.The proportion of this year was 18.4%, and it had reached 34.6%in 2021. Although it was not peak in 2023 and 2024, it still ranked high.Brands in different competitive positions have also showed a unified trend.Among the top three brands in various industries in 2024, the proportion of C-BPI scores decreased by 29.0%, and of the ninth and subsequent brands in the industry, this ratio was also as high as 38.9%, which was significantly higher than the level before the epidemic.
The second set of data is the average growth score of the annual C-BPI score growth brand.The average growth score in 2014 was 31.8 points, and the annual peak value was 32.8 points. In the following years, this score also fell rapidly, only 22.7 points in 2024.
Based on the above two sets of data, the brand development has not yet gone out of the downward cycle.Investigation, on the one hand, the cognitive growth bonus brought by traffic has gradually disappeared. In recent years, C-BPI data shows that the number of brands of consumer average memory has entered a stable period from a high-speed growth period.On the other hand, due to the influence of the economic and consumer environment, the contraction strategy adopted by each enterprise on the brand side also impacts the brands power.
Although the overall brand power is still downward, due to the different industries and consumption demand of different brands, the future brand construction path of its future brand must be very different.Brand recognition these differences and clarify their own development direction.We interpret different topics faced in brand building through the following three typical industries.
(1) Typical industry 1: Traditional home appliances, the overall brand of the industrys overall brand growth is caught in a bottleneck
We chose two traditional home appliance industries -the air conditioner and washing machine industry as the representative.The penetration rate of the two industries in the past five years has been basically stable, and the average number of brand awareness of the brand has entered a fall period from a high -speed growth.Judging from the data in the past ten years, most brands of the industry C-BPI score have been basically in a state of stable fluctuations since 2015. Although some brands such as Haier (washing machine) and Midea (washing machine) have maintained a certain increase in 2015-2021, it is in 2015-2021, but in 2015-2021, it isAfter 2021, enter the decline channel.Compared with the C-BPI scores between 2021 and 2024, the TOP10 and 2024 of these two industries have changed, and 5 brands of the TOP10 brand of the air-conditioning industry have declined, while the washing machine industry has 7 brands.It can be seen that the brand C-BPI of the two industries is basically in a relatively stable and slow decline.
The change of brand power is closely related to the stage of industry development.The traditional home appliance industry has entered the stock market stage, the product homogeneity tends to be obvious, and the brand strength growth lacks external pushing hands.As far as traditional home appliance brands are concerned, the internal driving force of brand construction may be the core force of future driving brand growth.
(2) Typical industry 2: New energy vehicles, brand competition entering the intensification period
C-BPI has included the results of the new energy vehicle industry in 2018 and witnessed the growth cycle of the new energy vehicle industry.Looking back at the changes in critical data in the past 7 years, the penetration rate of the new energy vehicle industry has continued to increase from 3.4%in 2018 to 19.7%, and the number of brands that consumers remember on average increased from 4.0 to 12.6.It can be said that the growth rate of new energy vehicle brands is the "hero" to create "heroes".The hegemony continues, while the brand has gained rapid growth, and the competition between brands is quite considerable.
First of all, the change of the list brand has become the norm.In 2018, Zotye, Chery, Roewe and other brands that appeared in the C-BPI list have been difficult to find figures in 2024. Many brands such as ideal, Xiaopeng, Volkswagen, etc. also rise and fall on the list.Secondly, the brand ranking is also very fast. For example, Xiaopeng first appeared in the fourteenth place in 2021, and the ranking in 2022 jumped to the sixth and fell out of the list this year.Ranking from the twelfth place to the fifth place this year.From the perspective of C-BPI scores, many brands are still in a high-speed growth period. BYD and Changans brand strength scores have increased by more than 200 points in 7 years. BYD has also reached the top with brand power.All signs show that the competitive pattern of brand power in the new energy automotive industry is far from stable.
As far as the new energy vehicle industry is concerned, the high -speed growth of the market and the rapid recognition of consumers are undoubtedly a feast, but at the same time, for many brands, this should also be the best opportunity to consolidate the brand foundation and build brand competitiveness.Each brand not only focuses on product innovation research and development and sales growth, but also needs to focus on how to build a stronger brand relationship, consolidate the brands foundation, achieve the combination of products, and finally realize the double harvest of the market and brand.
(3) Typical industry three: online travel services, brand growth is just at the time
The travel industry is undoubtedly a typical representative of brand changes from the changes in the environment.From the perspective of penetration, the online tourism service industry has gradually risen after falling to the trough in 2022.The entire industrys C-BPI is also ushered in a general rebound. Most brands of C-BPI scores have increased significantly in 2024. For example, brands such as Ctrip Travel, Qunar and Tongcheng Travel have increased by 50 points+.However, it is worth mentioning that the brand power of the entire industry gradually concentrated towards the head. In 2024, there were only 6 brands on the list. The C-BPI score also showed a trend of the brands independence.Obviously, the growth of the entire industrys brand power is driven by short -term market changes.
In the long run, brand strength growth will return to the companys own brand building.Therefore, in the face of rapid recovery, the brand needs to maintain a sober mind, grasp this opportunity, organically combine internal and external resources, and strive to achieve the value -added effect of 1+1> 2.
The brand problems faced by various industries are different, and none of them are effective brand power improvement methods.For enterprises, only by establishing scientific brand monitoring and diagnosis methods, and correctly identifying the current brand development environment and brand status quo can we find more suitable brand development strategies and growth paths.
2. Continuation: The proportion of reversal is still high
Data show that in 2024, the C-BPI brand was reversed by 19.5%, which was reduced compared to 2022, but from historical data, it was still high.The three major industries have shown different trends, and the service industry shows a relatively stable competitive pattern. The proportion of reversal has decreased year by year. In 2024, it is only 12.2%. Durable consumer goods and fast consumer goods industries are more "turbulent".
For brands, no matter smoothly or adversity, competition has never stopped. Instead, the more it is in the downward cycle, the more fierce the brand competition is.The strategic fixed force of sustainable development and the courage of persistence can help the brand crossing cycle.
Although there are few brands, such brands, such as Youyi C (lactic acid bacteria beverage), drip (disinfectant), Moutai (high -end liquor), snowflakes (beer), Emma (electric bicycle), Shenzhou car rental chain (car rental chain), car rental chain), car rental chain), car rental chain), car rental chain), car rental chain), car rental chain), car rental chain), car rental chain), car rental chain), car rental chain), car rental chain),Starbucks (coffee chain shop), Libang (wall paint) and other top five consecutive years have topped the industry list, while Mengniu (yogurt), blue moon (laundry solution, hand washing solution), Gree (air conditioner), China Ping An (automobile insurance)The brand is the throne that has always occupied the brand since the release of the C-BPI list.
The construction strategy of each brand may be different, but we believe that the core of its success is actually the same.The four words "fixed force first" help brands maintain strong toughness and competitiveness when encountering an external uncertain impact.
3. Division: The difference between the brand strength of the population is prominent
Brand development shows obvious separation among different people. It is particularly obvious in 2024. We show this difference from two perspectives.
The first perspective focuses on the difference between the overall and the brand in different ages.Data show that the post-95 brand and the overall brand have the highest coincidence rate. Young people have undoubtedly become the main contributor of the brand C-BPI score, which also fully shows the initial success of the brands youth.The second perspective, focusing on the regional end, still indicates the brands heavy coordination rate. It can be found that the three regions of South China, Northwest, and Northeast China have the lowest convergence rate.With the continuous development of the market, the continuous derivation of demand, and the continuous differentiation of the market, more differences can be seen in more dimensions.
For brands, even the same brand, when brand construction, it is necessary to fully consider crowd differences, and adopt different brand strategies to achieve brand growth goals.In addition, brands have different growth paths, and can build brand competitiveness by looking for their own ecological positions and tracks.
We are also looking for excellent brands in different differentiated markets in C-BPI.
Xiaomi in the color TV industry is the best practice for young people to drive brand growth.Data show that 2021 is the turning point of the brand power of Xiaomi (color TV). This is the first stage of its strength in the young group.The ranking jumped to third, and the overall ranking of its industry entered the top three from the eleventh.Later, the development of the Xiaomi (color TV) brand has entered the second stage, and the brand status continues to increase.In 2024, it became the color TV brand with the competitiveness of C-BPI in the post-90s and post-95th groups.In fact, the increase in its brand power and enhancement path coincides with its "brand positioning with young groups as the core".A variety of life scenarios, such as multi -screen collaborative expansion of family fitness, office entertainment, etc., or shaping Lei Juns personal IP, all laid a solid foundation for their young people.
The tea chain industry is a typical representative of the fragmentation of regional brands.Tianfu tea has stabilized in the leading position in East China, Central China, South China and Northwest China. Facing such a strong competition, following the brand, they also found their own "comfort zone".Ba Ma Tea, Zhuye Qing, and Zhang Yiyuan occupied the dominant position in the northeast, southwest and North China regions.Based on the geographical location and local consumption habits, the brand adopts different strategies, and it is intensive in a strong area to form their own market territory.There are many such brands. For example, the pregnant and infant chain store industry, Beibei is the first in Central China, South China, and Southwest China.The region is stronger; the outdoor equipment industry, the camel occupies first in North China and Central China.
With the fission of user demand and the refinement of the market, the brands differential advantages in different markets have become inevitable. The brand is large and strong, but the ultimate demand to meet a segment is not the brands success.The way.
2. 2015-2024: Chinese brand C-BPI changes in ten years
C-BPI has witnessed the vigorous development of Chinese brands in the past ten years, and also witnessed the great efforts made by Chinese brands in the process of "Made in China" to "Chinese Creation".In the past ten years, Chinese brands have made huge breakthroughs in terms of brand strength growth and brand competitiveness.
1. Times: Ten years of Chinese brands have grown at high speed
Since the release of C-BPI, the proportion of Chinese brands in the brand has increased from 65.7%to 74.4%. Among the very competitive brands, every percentage of the increase is huge efforts.
And all Chinese brands on the list are also amazing.In the past ten years, nearly 70%of Chinese brand scores have increased by more than 10 points, of which 59.1%of brands with an increase of more than 30 points, and nearly half of the brand scores have increased by more than 50 points.Obviously, in the past ten years, it has been the decade of rapid growth and rise of Chinese brands.
In the past ten years, a large number of Chinese brands have emerged, such as the blue moon (clothing softener) reversed international brand gold spinning in 2021 and continuously won the championship. Jiu Mu (toilet) reversed international brand Kohler in 2024 and successfully reached the top.The blue moon (hand washing solution, laundry liquid) not only always occupied the top of the industrys list, the C-BPI score also increased by 40 points+; double stars (car tires) increased by more than 60 points. Since 2017Hongxing Erk (sports shoes, sportswear), Haidilao (Chinese chain catering), China Life (property insurance, life insurance, automobile insurance) increased by 150 points+.
Behind these brands is bound to be inseparable from its deep cultivation in brand building.We take the blue moon (laundry solution, hand -washing solution) as an example to find the successful inspiration of Chinese brands.
At the brand side, the blue moon has held exclusive festivals "Blue Moon Festival" for eleven consecutive years, and for ten consecutive years, exclusively named CCTV and Hunan Satellite TV "Mid -Autumn Festival" to create a "Blue Moon Mid -Autumn Festival Night" brand IP and successfully expand the brand roleThe border has transformed from commodity sellers to companions to healthy life and happy life.In addition, it has sponsored the "College Student Art Expo" for ten consecutive years and cares for interaction and communication with the younger generation.In the product side, in the past ten years, it combines consumer insights every year to create a new clean technology product and lead consumer demand.
Dont give up the slightly, for a long time.The continuous cultivation of more than ten years has brought a deep return to the blue moon.This undoubtedly provides the best example for the continuous construction of Chinese brands.
2. Vitality: Ten years of comprehensive growth of Chinese brands
In the past ten years, C-BPI has not only observed the high-speed growth of Chinese brands, but also found that Chinese brands have become more dynamic. The rapid growth of the industrys head brands has driven the comprehensive rise of brands.
From 2011 to 2015, Chinese brands with C-BPI scored more than 30 points, with 40 % of the superior brands that were originally in the industrys head, and the Chinese brands ranked ninth and later in the industry contributed to the overall growth of the overall growthStill low.Since 2015, the proportion of head brands has begun to decrease, and the proportion of brands in the middle and back ministry has increased.After the year, the Chinese brands, which have reached behind, have begun to make efforts, and their proportion of high -scoring growth brands has nearly 40 %.It can be seen that the comprehensive growth of Chinese brands does not happen overnight, but driven by the head drive.
On the one hand, due to the rapid development of the Chinese economy in the past ten years, on the other hand, it is inseparable from the continuous efforts and construction of Chinese brands in many aspects of products, services, and communication. We look forward to a more lush future of Chinese brands.
3. Health: Chinese brands are trending balanced development
Different stages of Chinese brands have also created the difference in brand growth driving force.The main contribution factor of brand growth in the first stage is the brand cognition, reaching 94.8%of the contribution; and in the second stage, the brand cognitive driving force has been greatly weakened, and the average contribution of brand relationships to growth has even exceeded 100%. The brandThe relationship with consumers is more closely; at the present stage, the contribution of brand cognition and brand relationship to brand growth has been "divided into autumn", which also indicates that the era of balanced development of Chinese brands has begun to come.Find a better balance between between.
Third, brand building inspiration
1. Brand construction "one point of hard work and one point harvest"
The growth of brand power is far away. Whether it is the brand development trend mentioned in the previous article, or the growth path of Chinese brands, it shows that the growth of brand power is a dynamic accumulation process.Scientific, cost investment and error correction ability will affect the results of the final brand building.In short, enterprise construction needs to pay and work hard.
First, strategic end, enterprises must have clear brand value positioning, clarify brand building goals and brand building paths, and provide direction for brand building.Second, the strategy side, enterprises must have accurate strategic support and strong error correction capabilities to ensure that the value transmitted by the enterprise in all interaction between the company can do the same as the brand value.Third, the construction end, continuous investment, and ensuring that the brand building goals and strategies have no deviation.
2. Brand construction method cannot be "people and clouds"
New marketing methods and new brand methodology are full of vision of brand builders.However, the consumption, market and competitive environment faced by each brand is very different. The same method may be "the honey of the A, the cream of the B", blindly following the trend and learning may bring irreversible damage to the brand.
For enterprises, it is necessary to do two fundamentals for brand building.First of all, enterprises need to establish a complete monitoring and diagnostic system to help brand managers correctly identify the business environment and their own status quo facing.Secondly, different enterprises need to combine their own strategic goals to find tracks and brand strategies that are more suitable for their own brand growth.Although the advanced experience in the industry is needed, it is required to be "God" instead of its "shape". It should seize the underlying logic of the success of the successful brand rather than its application.
The C-BPI has verified again, and the flow dividend has faded, and the era of promoting brand development with the explosive growth of market has passed.CHNBRAND believes that in the era of intensive cultivation, as the grandsons military law, "more victory, unsatisfactory, but no matter how much", the strategic planning ability, strategy formulation ability, execution ability, and execution ability of the enterprise in the brand building areThe consistent brand construction is the key to the continuous growth and decisive victory in the future.
About C-BPI
China Brand Index SM (China Brand Power Index, referred to as: C-BPI?) It was implemented by Chinas leading brand rating and brand consulting agency. It was first launched in 2011. It is the first and most credible brand value evaluation system in China.EssenceC-BPI is based on the independent and unjust-prejudice research based on Chinese consumers use of products or service feedback on products or service feedback.Value evaluation system.As a continuous annual survey project, C-BPI publishes the Brand Power study results composed of brand cognition and brand relationships every year to help consumers make wise consumption choices, promote enterprises to establish a brand management system, realize itThe brand power is improved.
In 2024, the C-BPI survey area covered 100 cities across the country. The survey target was permanent residents between 15 and 64 years old. It was randomly sampled according to gender, age, and income. The total number of samples was 26,100,000.Completed, covering 160 sub -industries, involving more than 9,550 mainstream brands.

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