中国品牌跨越信任临界线：2025全球信任指数报告解析

Core Insights - The global trade landscape is undergoing a structural upheaval due to a new wave of tariffs, reshaping international perceptions of different countries [1] - Chinese brands are at a critical turning point in their globalization process, transitioning from mere product exports to deepening brand value and achieving global trust [1] - The "2025 China Brand Global Trust Index" report by Ipsos reveals new pathways and core opportunities for Chinese brands to build global trust [1] Global Trust Landscape - A significant transformation in the global brand trust landscape is occurring, with European and American brands declining while brands from China, Japan, and South Korea are rising [2] - 49% of global respondents believe China has a positive impact on world affairs, a 10 percentage point increase from 2024, marking the first time this figure surpasses that of the U.S. [2] - China's global net trust level for brands reached 32%, a substantial increase of 12 percentage points from 2024, while U.S. brand trust declined from 68% in 2021 to 61% in 2025 [2] Developed Markets as Key Battlegrounds - In developed markets, the net trust in Chinese brands has turned positive for the first time, with 36% of respondents expressing trust, a 6 percentage point increase from 2024 [3] - Trust levels in the UK rose from 29% in 2021 to 49% in 2025, while the U.S. reached 48%, also a 6 percentage point increase [3] - In emerging markets, the net trust in Chinese brands soared to 51%, a 13 percentage point increase from 2024, with Nigeria and Egypt leading globally [3] Benchmark Brands Leading Trust Upgrade - Chinese benchmark brands are showing strong global trust performance, particularly in the consumer electronics sector, with Lenovo, Huawei, and Xiaomi leading the rankings [4] - The purchase intent for Chinese consumer electronics brands reached 40%, surpassing that of U.S. (38%) and South Korea (34%) [4] - Smart home appliance brands like Hisense and Haier are also seeing trust growth, bolstered by technological innovation and global expansion [4] Automotive and E-commerce Industry Insights - The automotive sector is significantly influenced by the country of origin effect, with Chinese brands' purchase intent at 30%, trailing behind Japanese and German brands [5] - E-commerce platforms are experiencing a decline in overall trust index due to tariff fluctuations, but Temu's recognition surged, moving from 29th to 20th place [5] - The AI sector is emerging as a competitive core area, with countries like Malaysia and Qatar showing higher purchase intent for Chinese AI products than the U.S. [5] Trust Drivers and Market Strategies - Trust drivers for Chinese brands have diversified, with "providing high-quality products/services" remaining the top factor at 10.9% [6] - In developed markets, relationship-oriented factors are prioritized, while emerging markets focus more on product and environmental dimensions [6] - Social media advertising is the primary channel for brand marketing, with a global reach of 59%, particularly effective in emerging markets [7] Conclusion - As the global trust landscape is restructured, Chinese brands are positioned at a new historical starting point, transitioning from product output to brand credibility [8] - The future success of Chinese brands hinges on long-term strategies, high-quality products, ESG practices, and localized approaches to deepen global trust [8]