市場(chǎng)咨詢(xún)公司Prophet(鉑慧)于本周宣布了世界品牌相關(guān)性指數(shù)，在疫情流行的這一年中給各公司打分，獎(jiǎng)勵(lì)其便利性，舒適性，信任度和可靠度。蘋(píng)果、Pelton[1]，美國(guó)廚寶牌，樂(lè)高，好市多[2]，本田，PlayStation[3]和亞馬遜均位居前十名。梅奧診所[4]和約翰·霍普金斯醫(yī)院在13,000名接受調(diào)查的消費(fèi)者中也獲得好評(píng)。
Marketing consultancy Prophet announced its Brand Relevance Index this week, scoring companies during a pandemic year that rewarded convenience, comfort, trust and dependability. Apple, Peloton, Kitchen Aid, LEGO, Costco, Honda, PlayStation and Amazon all made the top 10. The Mayo Clinic and Johns Hopkins received positive accolades from the 13,000 consumers surveyed.
蘋(píng)果在過(guò)去六年中一直位居榜首，似乎不可戰(zhàn)勝。
Apple has held the top spot for the past six years and seems invincibly relevant.
消費(fèi)者對(duì)Peloton的評(píng)價(jià)從第35名上升到第2名，梅奧診所從第24名上升到第4名，樂(lè)高從第28名上升至第5名，好市多從第21名上升至第6名，這都反映出疫情期間人們的消費(fèi)變化。鉑慧咨詢(xún)公司評(píng)價(jià)這些品牌“迅速適應(yīng)了消費(fèi)者不斷變化的需求和期望，但是他們做到了始終忠于自己”。
However, consumer appreciation for Peloton
which rose from #35 to #2, the Mayo Clinic which advanced from #24 to #4; LEGO (from #28 to #5) and Costco (from #21 to #6) all reflect behavioral changes easily traced to the pandemic. Prophet credited these brands for “adapting quickly to consumers’ changing needs and expectations, but they do so by remaining ever more true to themselves.”
沒(méi)有茶葉公司出現(xiàn)在品牌列表中，但是在2020年，消費(fèi)者在困難時(shí)期用其忠誠(chéng)度獎(jiǎng)勵(lì)了茶葉品牌。許多消費(fèi)品牌由于疫情期間城市封鎖，銷(xiāo)售額下降，但茶葉消費(fèi)者可以呆在家里喝茶。鉑慧咨詢(xún)公司的消費(fèi)研究告訴我們，“所有這些品牌都獲得了客戶(hù)的癡迷，絕對(duì)的務(wù)實(shí)，獨(dú)特的靈感和全面的創(chuàng)新。”茶葉品牌更應(yīng)該注意的是要全面創(chuàng)新。
No tea companies appear on the brand relevance list but in 2020 consumers rewarded tea brands with their loyalty during a time of disruption. While many consumer brands saw declines due to lockdowns tea drinkers calmly steeped at home. The lesson to apply from Prophet’s consumer research “is that all of these brands are customer obsessed, ruthlessly pragmatic, distinctively inspired and pervasively innovative,”
Tea brands should take note – especially the point about becoming pervasively innovative.
商業(yè)觀察——中國(guó)奢華品牌竹葉青在“世界品牌實(shí)驗(yàn)室”[5]2021年全球十大奢華茶葉品牌排行榜中名列第二。Twinings(英國(guó))，TWG(新加坡)，Harney&Sons(美國(guó))和Dilmah(斯里蘭卡)均在排行榜中。世界品牌實(shí)驗(yàn)室分析了5000個(gè)茶葉品牌，從中確定300個(gè)國(guó)際性超級(jí)品牌。中國(guó)擁有成千上萬(wàn)個(gè)茶葉品牌，但很多品牌在國(guó)際上鮮為人知。
Biz Insight – Chinese luxury brand Zhuyeqing advanced to No. 2 on the World Brand Lab’s 2021 analysis of the Global Top 10 Luxury Tea Brands.
Twinings (UK), TWG (Singapore), Harney & Sons (US) and Dilmah (Sri Lanka) were all top ranked. World Brand Lab analyzed 5,000 tea brands to identify 300 global (super brands). China is home to many thousands of tea brands, but few are widely known beyond the Great Wall.
來(lái)源：中國(guó)茶葉流通協(xié)會(huì)
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