The rise of Internet brands in China's social networking boom

of Chinese enterprises and economy

The rise of Chinese social networks

China's accession to the WTO decade, the market economy has been preliminarily completed, more and more products and services into the market competition. Brand, the link between consumer and product service cognition, commitment and emotion, is becoming more and more important to the development of Chinese enterprises and economy.

Millwardbrown, a market research firm owned by WPP, a global brand marketing communications company, released its list of the 50 Most valuable Chinese brands in the 2012 BrandZ. The company has interviewed more than 35,000 Chinese consumers through the survey, combining financial data from Bloomberg and Kantarworld-panel to quantify the intangible and elusive corporate brand in monetary terms to highlight the value of the brand in driving business revenue and capital markets, Depicts a map of the most active Chinese brands today.

The rise of Chinese-style social networks

In this newly unveiled Chinese brand 50 Atlas, Internet brand performance is particularly dazzling: by Baidu, Tencent, Sina, everyone, Ctrip and Sohu, such as 6 of the brand value of the total of 33.005 billion U.S. dollars, accounting for 50 brands Total market value of 325 billion U.S. dollars one-tenth strong, after the financial (9 brands, 139.695 billion U.S. dollars), Telecommunications (3 brands, 70.721 billion U.S. dollars), more than petrochemical (2 brands, 27.546 billion U.S. dollars), beverage food (11 brands, 27.068 billion U.S. dollars), Aviation (4 brands, 9.013 billion U.S. dollars), Electrical appliances (4 brands, 6.985 billion USD), apparel (5 brands, 4.928 billion US dollars), retail (2 brands, 3.647 billion U.S. dollars), Pharmaceuticals (3 brands, 3.408 billion US dollars) and automobiles (1 brands, 353 million US dollars).

At the same time in terms of brand value year-on-year growth rate, the Internet industry in the 104.67% growth rate of the first, far beyond the beverage food (44.36%), Medicine (36.67%), electrical appliances (22%), clothing (9.5%), Finance (7.1%), petrochemical (-3%), Retail (-3%), Telecommunications (- 4%), Aviation (-15.5%) and automobile (-83%) and other industries.

As you can see from the list, the value of Internet brands is growing rapidly in all industries. Sina, the portal, has climbed up 15 in the list and increased its brand value by as much as 244%, as social media and its own innovation sped up. And Baidu as the world's largest Chinese search engine, compared to Google, and consumer links to further strengthen, making Baidu become the highest contribution value brand, brand value increased by 67%.

In addition, the three major online brands this year first boarded the list: Renren (social networking site), Ctrip (online travel website) and Sohu (Internet portal). Renren was founded in 2005, its predecessor for the network. Renren is a Chinese follower of Facebook, but in terms of user behavior, Renren's users are significantly more active than face-book, about twice times as much. Ctrip successfully integrated the High-tech industry and the traditional travel industry, to more than 40 million members to provide set hotel reservations, air tickets booking, holiday booking, business management, preferential merchants and tourism information, such as a full range of travel services, known as the Internet and traditional tourism seamless combination of successful cases. And Sohu as China's Internet portal Navigator, is continuing to explore the Chinese characteristics of the Internet media Road, so that rich information for hundreds of millions of netizens services.

"China is rapidly changing from a manufacturer to an innovator, and the huge growth in new media brands this year is highlighting this change," said Adriangon-za1ez, the head of the Greater China region. ”

Make socializing a brand bonus

On the other hand, the growth of brand value of traditional industry brands outside the Internet also benefited from the help of Internet social media. China has 485 million internet users, the world's top, and China has developed into the world's largest social media market in the past few years. Based on social media participation, the company calculates the value of brand social media, and concludes that the top brands in social media often have higher brand value.

In addition to Ctrip, the other listed 5 Internet brands for the brand marketing staff and consumers to establish a platform for communication. In Renren, for example, social networking platforms based on real identities and social relationships have unique social advertising products and communication mechanisms. Nielsen, a market research institute, has been tracking the three-month-long surveillance of branded ads on Renren, such as Dell and Nike, and found that social advertising and two of users ' communications have had a certain impact on the accumulation of fans, and that the spread effect of brand advertising is more effective among users. Therefore, in the near future, the effective Internet social media platform will help the brand and consumers to form a unique, unbreakable dialogue and emotional ties, on the other hand, in helping other brands to succeed, the Internet social media platform will further enhance its own brand value.