36氪·2025-10-25 09:27Core Insights - The concept of "super brands" is dynamic and evolves with consumer expectations and market conditions [2][5] - The transition from "buying domestic products" to "daily consumption of domestic brands" raises questions about what defines a "Chinese super brand" in a competitive landscape [3][6] - The growth logic of domestic brands is diversifying, moving beyond price competitiveness to focus on cultural resonance and technological innovation [6][9] Brand Evolution - In the past, "super brands" were defined by visibility and market dominance, but today they must establish a deeper connection with consumers [5][6] - The current market demands brands to have both "hard technology" and "soft power" to succeed [6][9] Trends Defining Future Super Brands - Trend 1: Influence as a Core Asset The focus has shifted from mere visibility to being chosen by consumers, emphasizing the importance of brand value in consumer decision-making [9][10] - Trend 2: Agile Growth Strategies New brands are finding opportunities in niche markets by addressing specific consumer needs and adapting quickly to feedback, contrasting with the previous "big and comprehensive" approach [11][12] - Trend 3: Cultural Resonance and Value Expression Modern consumers seek brands that offer meaningful experiences and emotional connections, transforming products into vehicles for personal expression [12][13] Brand Rankings and Insights - The "Influential Brand List" highlights established brands like Moutai and Yili, showcasing their strong market presence and consumer recognition [16][19] - Emerging brands are also recognized for their growth potential, indicating a shift in consumer preferences towards brands that resonate culturally and emotionally [8][11] Research Methodology - The evaluation of brands was based on a combination of consumer survey data and retail performance metrics, providing a comprehensive view of brand influence in the market [44][45] - The collaboration between 36Kr and NielsenIQ aims to identify brands with long-term value and future impact, reflecting the evolving landscape of Chinese consumer goods [44][46]