这些问题若长期得不到解决，将影响行业的创新活力和健康生态。行业亟需品牌方、平台方、行业组织 及消费者等多方协作，共同探索破局路径。 本报讯 （记者 王薛淄）线上渠道曾为中国美妆行业插上腾飞的翅膀。据中国香妆协会数据，2024年中 国化妆品品牌在国内市场的交易额占比达到55.2%，同比增长2.9个百分点。 然而，在繁荣的表象下，行业正面临品牌价值被系统性稀释的严峻挑战，主要表现为三大突出问题：一 是品牌白牌化，在电商平台依赖"爆款"和标签化关键词的流量机制下，品牌个性塑造困难。消费者接收 的信息趋于碎片化和功能化，导致品牌整体形象、文化内涵和情感联结被削弱，品牌差异度降低，甚至 被标签化为单一功能产品。二是价格内卷化，电商促销活动日益频繁和常态化，品牌陷入"不参加即掉 队"的竞争压力。频繁降价和"满一送一"等促销手段，增加了营销成本，压缩了利润空间，也培养了消 费者"非打折不买"的习惯，产品沦为流量博弈的筹码。三是价值空心化，迫于流量和价格压力，品牌资 源过度向营销端倾斜，对产品研发创新和深度消费者体验的投入相对不足。同时，线上渠道在提供品牌 体验方面存在短板，而消费者对超越产品本身的体验和价值认同需求却在提升 ...

Core Viewpoint - The collaboration between Bentley, a luxury car brand, and a betel nut brand has sparked significant controversy, highlighting a potential disregard for brand value and social responsibility [1][4][20]. Group 1: Marketing Strategy and Brand Management - The unusual partnership likely stems from regional dealers aiming to cater to specific customer segments for short-term gains, indicating a troubling lack of brand management by Bentley in the Chinese market [3][6]. - Bentley's brand image and value should be meticulously controlled, as brand equity is its most valuable asset accumulated over a century [4][20]. - The marketing narrative that links Bentley with a controversial consumer product raises questions about whether Bentley China is complicit or unaware of this strategy, both of which suggest a lack of respect for brand integrity [5][15]. Group 2: Cultural and Ethical Implications - The collaboration trivializes Bentley's luxury image by associating it with a product that has clear health risks, undermining the brand's essence of craftsmanship and elegance [9][11]. - The marketing approach reflects a broader trend of diluting luxury brand values, as seen in similar past collaborations, which risks commodifying the brand [10][20]. - Bentley's actions are seen as a significant departure from global brand ethics, which have increasingly distanced themselves from products with health risks, such as tobacco [16][19]. Group 3: Regulatory and Social Responsibility - The partnership occurs against a backdrop of increasing scrutiny on betel nut products, which are recognized as carcinogenic, and a national directive to limit their promotion [14][20]. - Bentley's choice to engage in this collaboration raises concerns about its understanding of the Chinese market and the importance of social responsibility in its decision-making process [15][20]. - The incident serves as a cautionary tale about the importance of respecting local laws, cultural values, and public health considerations in marketing strategies [20][21].

近日，备受瞩目的第22届"世界品牌大会暨中国500最具价值品牌发布会"在北京隆重举行。江苏东成电 动工具有限公司（以下简称"东成"）凭借卓越的市场表现、强大的品牌影响力与深厚的创新实力，荣 膺"2025年中国500最具价值品牌"，品牌价值评估高达167.92亿元人民币，位列榜单第442位，是本年度 该榜单中唯一上榜的中国电动工具品牌。 东成公司副总经理顾嘉诚作为企业代表应邀出席盛会，并代表公司接受这一殊荣 本次大会由全球领先的品牌价值研究机构——世界品牌实验室(World Brand Lab)主办，权威性和公信力 广受国际认可。作为专业评估机构，世界品牌实验室采用"收益现值法"对品牌价值进行测评，基于财务 数据、品牌强度和消费者行为分析等多维指标，已连续22年发布"中国500最具价值品牌"榜单，是中国 品牌价值评估的"年度风向标"。 此次东成强势登榜，不仅体现了市场与消费者对"东成"品牌的高度认可，更标志着其品牌价值实现了显 著增长，品牌发展迈上新台阶。 作为中国电动工具行业的领跑者，东成以持续的研发投入构筑核心竞争力，在南通、苏州、杭州、上海 设立四大研发中心，现有500余名工程师深耕在无刷电机、智能控制及 ...

Core Viewpoint - The article emphasizes how Langjiu transcends its material attributes to become a cultural symbol by collaborating with top-tier value platforms, particularly CCTV, to resonate with the national spirit and cultural identity [2][4]. Group 1: Collaboration with CCTV - Langjiu's partnership with CCTV is highlighted as a strategic move to enhance brand value and cultural significance, showcasing a commitment to creating value alongside reputable media [4]. - The collaboration includes exclusive sponsorship of major cultural programs, such as "The Classics of China" and "Masters of the Song Dynasty," which aim to integrate Langjiu's brand narrative with Chinese cultural heritage [5][7]. Group 2: Cultural and Brand Integration - Langjiu aims to embed its brand narrative within the rich tapestry of Chinese culture, using classic cultural programs as a medium to connect with consumers on a deeper level [5][7]. - The company has developed a cultural IP matrix that includes various high-profile programs, enhancing the cultural ecosystem surrounding the Qinghua Lang brand [8]. Group 3: Product Innovation and Consumer Engagement - Langjiu has introduced limited edition co-branded products, such as the "Qinghua Lang × Classic Recitation Commemorative Wine," to cater to consumer preferences and enhance the brand's cultural value [10]. - The Red Flower Lang brand continues to resonate with consumers by associating with significant cultural events like the Spring Festival Gala, reinforcing its position in the hearts of consumers [10]. Group 4: Long-term Vision and Mission - Langjiu's mission is to produce high-quality liquor that serves as a cultural touchstone, aiming to resonate with the spirit of the times and connect with consumers' emotional experiences [11]. - The company is focused on building a robust brand ecosystem that emphasizes cultural depth, consumer engagement, and a commitment to national narratives [11].

世界品牌实验室编制中国品牌报告已是第22个年头。2025年《中国500最具价值品牌》的总价值为 42.03万亿元，比去年增加3.46万亿元。占据榜单前五名的还有中国石油（6056.26亿元）、海尔 （5735.17亿元）、中国工商银行（5717.82亿元）、华润（5325.36亿元）。 本年度共有135个中国品牌的价值超过1000亿元，比去年增加27个，彰显了中国品牌经济的繁荣。 世界品牌实验室学术委员会主席、牛津大学营销学荣誉教授斯蒂芬·沃格博士表示："在过去的20多年 中，我目睹了中国品牌的快速成长，有的已经具有强大的世界影响力。国家电网、海尔等成为2025年度 最佳表现品牌。" 国家电网公司持续深化品牌引领行动，全面加强品牌管理，优化品牌国际化运营，做强品牌国际化 传播，打造管理先进、贡献卓越、价值引领、享誉全球的卓著品牌，以品牌强企助建品牌强国，在促 进"三个转变"中走在前、作表率。 原标题：国家电网连续十年位居中国500最具价值品牌榜首 6月18日，第二十二届世界品牌大会在北京举行，主办方世界品牌实验室发布了2025年《中国500最 具价值品牌》分析报告。国家电网以7152.58亿元的品牌价值排名榜 ...

Core Insights - The 618 shopping festival has undergone a significant transformation this year, with a shift in focus from extreme GMV pursuit to enhancing brand value and consumer experience [2][20][31] Group 1: Market Performance - From January to May 2023, the retail sales of cosmetics in China reached 188.9 billion yuan, a year-on-year increase of 4.1%, with May's sales at 43.5 billion yuan, up 4.4% [2][4] - The overall e-commerce sales during the 618 festival reached 855.6 billion yuan, marking a year-on-year growth of 15.2%, with skincare sales at 43.2 billion yuan and fragrance and makeup at 14.3 billion yuan [5][6] - High-end beauty brands saw significant growth, with brands like YSL and Hourglass reporting over 60% year-on-year increases [9][10] Group 2: E-commerce Platform Changes - Major e-commerce platforms, particularly Tmall, have simplified their promotional strategies, eliminating complex rules and focusing on direct discounts to enhance consumer experience [14][20] - Tmall's 618 festival saw a 9% year-on-year growth in the first cycle, with a significant increase in user engagement and purchasing intent [18][23] - The introduction of features like "sold-out add-to-cart" has improved inventory management for merchants while enhancing the shopping experience for consumers [17][20] Group 3: Brand Dynamics - International beauty brands have experienced strong growth on Tmall, with a ratio of domestic to international brands at 5:15 [7] - New and innovative brands have emerged, with some achieving over 900% growth during the 618 festival, indicating a shift towards quality and innovation in the beauty sector [10][12] - The consumer preference for familiar brands has increased, with 47% of Chinese consumers indicating a tendency to choose known brands, up 14 percentage points from 2024 [22][23] Group 4: Future Trends - The beauty industry is moving towards a phase where brand value, product innovation, and operational efficiency are prioritized over mere sales volume [31][32] - E-commerce platforms are focusing on supporting high-quality brands and providing strategic guidance to enhance brand growth [26][29] - The market is transitioning from a focus on traffic-driven growth to a more sustainable model that emphasizes brand loyalty and consumer satisfaction [31][32]

Core Insights - The article highlights the continuous growth of the brand value of Sichuan Langjiu Co., Ltd., which reached 162.065 billion RMB, ranking 56th in the "World Brand Conference and China’s 500 Most Valuable Brands" [1][3] - Langjiu's brand value has increased significantly from 4.1 billion RMB to over 162 billion RMB over 20 years, showcasing its strong market support and strategic product development [3][6] Group 1: Brand Value Assessment - The World Brand Laboratory (WBL) has recognized Langjiu's brand value as a result of its comprehensive strength and market enthusiasm, supported by its "Seven Strategic Products" [3][4] - The brand value assessment methodology incorporates financial data, brand strength, and consumer behavior analysis, establishing WBL as a leading authority in brand valuation [4][6] Group 2: Strategic Product Development - Langjiu's brand value is underpinned by its seven strategic products: Hongyun Lang, Qinghua Lang, Honghua Lang, Langpai Heimate, Langpai Tequ T8, Shunpin Lang, and Xiaolangjiu, which cater to various market segments [9][11] - The products range from ultra-high-end to mass-market offerings, ensuring comprehensive market coverage and consumer resonance [13] Group 3: Production and Research Capabilities - Langjiu has established a world-class distillery covering 10 square kilometers in the core production area, enhancing its production capacity and quality [6][8] - The company has invested in advanced research facilities and a technical team of over 200 members to innovate and improve its production processes [8][9] Group 4: Cultural and Market Engagement - Langjiu is actively expanding its cultural expression and global presence, enhancing brand value through emotional resonance and storytelling [8][13] - The company employs a multi-faceted marketing strategy that includes tasting events and collaborations with local culinary experts to deepen consumer engagement [11][13]

Group 1 - The core viewpoint of the news is that Tsingtao Brewery has maintained its position as the top beer brand in China, with a brand value of 280.355 billion yuan, according to the 2025 "China's 500 Most Valuable Brands" list released by the World Brand Lab [1] - Tsingtao Brewery's sub-brands, including Laoshan Beer (77.635 billion yuan), Hans Beer (45.601 billion yuan), Tsingtao Beer Museum (42.203 billion yuan), Tsingtao 1903 Beer Bar (9.108 billion yuan), and Prince (8.459 billion yuan), collectively contribute to a total brand value exceeding 463.3 billion yuan [1] - The food and beverage industry remains the most represented sector in the list, with 77 brands included, and the top three brands are Moutai, Wuliangye, and Tsingtao Beer [1] Group 2 - Tsingtao Brewery has evolved from a production-driven model to a consumer-driven approach, emphasizing the importance of consumer preferences in its production strategy [2] - The company utilizes IoT and AI technologies in its "sustainable lighthouse factory" to predict demand accurately and offer flexible and personalized production, ensuring a continuous supply of fresh products [2] - Tsingtao Brewery has developed a diverse product matrix with over 70 products across nine series, including classic, pure draft, white beer, and high-end fresh beer, while continuously innovating with new products to meet diverse consumer needs [2]

品牌是一个地区发展的重要标志，品牌与区域经济的增长是相互联动的。从本届《中国500最具价值品 牌》区域分布来看，广东企业持续展现强劲实力，有81个品牌入选，蝉联第二。上榜企业覆盖医药、制 造、科技等多个核心领域，凸显出广东作为经济大省的产业集群优势与品牌竞争力。其中康臣药业作为 医药健康领域的代表，在复杂环境中实现品牌价值的跨越式提升，正是多年来战略深耕与持续创新的必 然结果。 6 月 18 日，世界品牌实验室（World Brand Lab）主办的（第22届 ）"世界品牌大会"在北京举行，备受 瞩目的《中国500最具价值品牌》榜单正式揭晓。81个广东品牌入选年度榜单，其中康臣药业以 147.55 亿元品牌价值位列第 454 位，较2023年的112.36亿元增长约30%，名次上升8位。 世界品牌实验室发布的《中国500最具价值品牌》（已发布22年）是重要的反映品牌竞争现状的指标。 作为目前中国品牌研究领域具有权威性、影响力的奖项之一，它采用"收益现值法"对品牌价值进行测 评。这是基于经济适用法，综合了消费者研究、竞争分析以及对企业未来收入的预测。2025年，入选门 槛已经提高到42.91亿元，国家电网、中国 ...

连续八年入围该榜单，不仅是市场对恒力综合实力的认可，更是中国品牌全球影响力的生动注脚。 当前，面对新一轮科技革命与产业变革，恒力集团将以绿色化、智能化、数字化为引擎，持续为品牌注 入发展动能。未来，恒力将继续深耕实体经济，以更强劲姿态向世界一流品牌行列迈进。 据了解，世界品牌实验室编制中国品牌报告已22年，2004年入选门槛仅为五亿元，前500名品牌的 平均价值为49.43亿元。今年，入选门槛提高到42.91亿元，前500名品牌的平均价值达840.53亿元，增幅 1600.45%。此次年度报告显示，江苏有38个品牌入选，数量位列第五位。 荣誉的背后，是恒力集团31年深耕实业的坚守与突破。自创立以来，恒力始终秉持"要做就做最 好"的企业信条，以"建世界一流企业，创国际知名品牌"为目标，构建起"从一滴油到一匹布"的全产业 链布局，形成以"恒力"为核心主品牌，多领域协同发展的品牌矩阵。 创新驱动是恒力品牌跃升的核心密码。今年4月，恒力集团专利授权总数突破2000件大关，这一里 程碑标志着其在纺织、化纤、新材料、石化、炼化、化工、高端装备制造等关键领域的创新能力迈上新 台阶。依托"全产业链+自主研发"双轮驱动模式，恒 ...