全球百大最具价值品牌排行榜出炉，中国首次有两家企业跻身前十

近期一次全球最具价值品牌的排名中，首次有两家中国企业名列前十：腾讯去年即榜上有名，而阿里巴巴则是今年的新秀。

阿里巴巴无愧为中国的亚马逊，业务横跨电子商务和云计算，其品牌价值于去年暴涨92%，此次挺进前十。腾讯是应用、消息和网络游戏领域的领军企业。此外，两家公司都是支付服务的巨头。

排名来源于《BrandZ全球最具价值品牌100强》（“Brandz Top 100”），由广告和公告关系巨擘WPP及其市场研究分部凯度（Kantar）每年发布。本年度10强多为科技公司——依次为谷歌、苹果、亚马逊、微软、腾讯、Facebook，Visa、麦当劳、阿里巴巴，以及AT&T。

更值得一提的是，2006年的整个百强榜单中只有中国移动这一家中国公司，这次有14家。其中前10名的品牌价值去年上升了47%，是美国大企业的两倍以上。

价值年同比增长最迅猛品牌的榜单中，名列榜首的也来自中国——电商企业京东。京东也开始涉足金融服务，此前下跌94%之后，此次名列第59位。之后是阿里巴巴，以及上涨89%的中国酒企茅台。

“人们的态度在转变。特别是年轻消费者，逐渐倾心于中国品牌。”BrandZ总裁Doreen Wang向CNN透露。“两家品牌虽然仍处于渗透美国市场的起步阶段，在其他地区却深受喜爱。”（财富中文网）

译者：沈昕宇 

A new ranking of the world’s most valuable brands for the first time includes two Chinese companies in the top 10: Tencent, which entered the top 10 last year, and now Alibaba too.

Alibaba is China’s answer to Amazon, offering services ranging from e-commerce to cloud computing. It enters the top 10 after a whopping 92% increase in value over the last year. Tencent is a major player in apps, messaging and online gaming. Both are big in payment services.

The ranking in question is the “Brandz Top 100,” produced annually by the advertising and public relations giant WPP and its market research arm, Kantar. Most of this year’s top 10 are tech firms—in order, it’s occupied by Google, Apple, Amazon, Microsoft, Tencent, Facebook, Visa, McDonald’s, Alibaba and AT&T.

What’s more, while the full list of 100 companies only included one Chinese firm back in 2006—China Mobile—it now has 14. The top 10 of those companies grew in value by 47% over the last year, a rate that’s more than double of that enjoyed by the big U.S. brands.

The brands with the most dramatic year-on-year increase in value are again led by a Chinese company—the e-commerce firm JD.com , which is also getting into financial services, and which comes in at number 59 after a 94% value jump. Then came Alibaba, followed by Chinese booze outfit Moutai, which saw its value rise by 89%.

“Attitudes are changing, particularly among younger consumers who are falling in love with Chinese brands,” BrandZ chief Doreen Wang told CNN. “While penetration into US markets may still be at a preliminary stage for both brands, other regions are embracing them.”