全球最有價值品牌名單：中國有兩家

A new list of the world’s most valuable brands is out, and China has claimed two of the top spots for the first time.

2018年全球最有價值品牌的新名單已經(jīng)出爐，中國首次奪得兩個頂級名牌。

Alibaba has joined the top 10, alongside Chinese tech group Tencent, as well as stalwarts such as Google (GOOGL) and Apple (AAPL).

阿里巴巴集團(tuán)、騰訊科技公司以及谷歌(GOOGL)和蘋果(AAPL)等互聯(lián)網(wǎng)核心品牌一起進(jìn)入了前十名。

Ranked at No. 9., Jack Ma’s Alibaba has seen its brand value nearly double to $113 billion as the e-commerce company has expanded further into fields such as mobile payments and cloud computing.

馬云的阿里巴巴品牌排名第9位，價值較之前幾乎翻番至1130億美元，這是因為電子商務(wù)已經(jīng)進(jìn)一步擴(kuò)展到移動支付和云計算等領(lǐng)域。

Shenzhen-based Tencent (TCEHY) broke into the annual BrandZ top 10 ranking in 2017 and has gone from strength to strength over the past year. It now holds fifth place -- behind Google, Apple, Amazon (AMZN) and Microsoft (MSFT) but above Facebook (FB) -- with a brand value of $179 billion, up 65% compared to last year.

總部位于深圳的騰訊公司(TCEHY)在2017年闖入BrandZ年度前十的排名，并在過去的一年中不斷壯大。它現(xiàn)在排在第五位，僅次于谷歌、蘋果、亞馬遜(AMZN)和微軟(MSFT)，但高于Facebook(FB)，品牌價值為1790億美元，比去年上漲65%。

 

Tencent specializes in online games, apps, instant messaging services and online payments. It boasts a market capitalization of $490 billion, making it worth more than America’s most valuable bank, JPMorgan Chase (JPM).

騰訊公司專注于在線游戲、應(yīng)用程序、即時消息服務(wù)和在線支付等領(lǐng)域。它擁有4900億美元的市值，比美國最有價值的銀行摩根大通(JPM)更具值錢。

Here’s the list of the top 10:

以下是前10名的排序：

Google、Apple、Amazon、Microsoft、Tencent、Facebook、Visa、McDonald’s、Alibaba、AT&T

谷歌、蘋果、亞馬遜、微軟、騰訊、臉書、維薩、麥當(dāng)勞、阿里巴巴、美國電話電報公司

Doreen Wang, the head of BrandZ, said the new ranking demonstrates that Tencent and Alibaba have overcome numerous China-specific hurdles to become global powerhouses.

BrandZ負(fù)責(zé)人Doreen Wang表示，最新排名顯示，騰訊和阿里巴巴已經(jīng)跨過了眾多中國公司特有的障礙，成為全球著名公司。

The challenges facing Chinese brands are by no means small, she said. "Limited brand awareness in international markets, a lack of trust due to historic quality issues and a reluctance by Chinese brands to invest in impactful global advertising campaigns has put them at a disadvantage with their more established competitors."

“中國品牌面臨的挑戰(zhàn)很大，”她說， “由于在國際市場上品牌知名度有限、歷史質(zhì)量問題導(dǎo)致缺乏信任、以及中國品牌不愿意投資于有影響力的全球廣告活動，這使得它們在與更加成熟的競爭對手比較中處于劣勢。”

But the rise of China and savvy young consumers has created opportunities for smart entrepreneurs, she said.

但她表示，中國的崛起和更加現(xiàn)實的年輕消費者為發(fā)展中的新企業(yè)創(chuàng)造了機(jī)會。

Attitudes are changing, particularly among younger consumers who are falling in love with Chinese brands, she said. "While penetration into US markets may still be at a preliminary stage for both brands, other regions are embracing them."

“人們的態(tài)度正在發(fā)生變化，尤其是那些正在愛上中國品牌的年輕消費者”，她說，“雖然這兩個品牌仍然處于滲透美國市場的初步階段，但在其他地區(qū)它們已經(jīng)大受歡迎。”

Alibaba is gaining ground in Brazil, Chile and other Latin American countries, where its online marketplace AliExpress "is rapidly becoming the leading e-commerce platform," said Wang. It also has a strong presence in countries such as Israel, Spain and South Korea.

“阿里巴巴在巴西、智利和其他拉美國家獲得成功，旗下在線網(wǎng)購平臺“全球速賣通”正在迅速成為領(lǐng)先的電子商務(wù)平臺”，她說，阿里巴巴在以色列、西班牙和韓國等國家也有很強(qiáng)的影響力。

Tencent has been gaining greater recognition in south Asian markets such as Thailand and Singapore, she said.

她表示，騰訊在泰國和新加坡等南亞市場獲得了更多的認(rèn)可。

The BrandZ ranking is published annually by WPP (WPPGF) and Kantar Millward Brown. Google has been at the top of the ranking for eight of the past 12 years. Its brand is currently valued at $302 billion, up 23% from last year.

每年全球最大傳播服務(wù)集團(tuán)WPP(WPPGF)與旗下調(diào)研機(jī)構(gòu)凱度華通明略(Kantar Millward Brown)共同發(fā)布發(fā)布BrandZ排名。谷歌在過去的12年里有8次位居榜首，目前其品牌價值為3020億美元，比去年上漲23%。