蘋果、宜家失寵 國人現在更愛的是這些國產品牌

9月13日，品牌研究公司鉑慧發佈了新一期中國最受歡迎品牌調查榜單。在上榜的50個品牌中，30個爲中國國產品牌，其中排名第一的是支付寶。一些國際大牌紛紛被國產品牌擠下，風光不再。

Move over Apple and Nike. Chinese phone maker Huawei and food delivery giant Meituan Dianping have replaced you as some of China’s favorite brands.

國產手機品牌華爲和食品快遞巨頭美團點評已經取代蘋果和耐克，成爲在中國最受歡迎的品牌。

The once-coveted brands of multinationals are losing ground to local companies in the world’s most populous country, according to a new report on the country’s 50 most relevant brands.

根據最新發布的中國最受歡迎的50個品牌榜單，曾經一度風靡的全球品牌如今在中國這個人口大國魅力漸失。

Chinese brands now take up 30 of the 50 slots, with online payment operator Alipay, owned by an affiliate of Alibaba Group Holding Ltd., at the top. That’s a big change from 2016 when only 18 local names made the top 50 brands in the survey by consultancy firm Prophet.

在上榜的50個品牌中，30個爲中國國產品牌，其中排名第一的是阿里巴巴旗下的在線支付運營商支付寶。今年的名單與2016年相比有明顯的變化。2016年，諮詢公司鉑慧的調查顯示，前50個最受歡迎品牌中，國產品牌僅佔18個。

“Chinese brands have been better at leveraging social media to reach out to shoppers in China,” said Catherine Lim, a Bloomberg Intelligence analyst.

彭博行業研究分析師凱瑟琳-利姆說：“中國的國產品牌更善於利用社交媒體吸引消費者。”

The survey asked 13,000 Chinese consumers to rank brands that are innovative, practical, customer-focused and inspirational, according to the report.

該項調查涉及13000名中國消費者，要求他們按照創新、實用性、以消費者爲中心和勵志等因素對品牌進行排名。

Meituan Dianping broke through to the top 10 for the first time. The Chinese food review and delivery giant is said to have raised about $4.2 billion after pricing shares that will begin trading Sept. 20, Bloomberg reported. The company has attracted investment from Hong Kong billionaire Li Ka-shing, the territory’s richest man.

美團點評首次排進榜單前10名。據彭博社報道，這家中國食品評價和派送巨頭將於9月20日上市，按照之前的股票定價，擬融資42億美元（約合287億元人民幣）。公司還吸引了香港首富、億萬富翁李嘉誠的投資。

Customers purchase goods at an RT-Mart supermarket during this year's June 18 shopping promotion event in Hangzhou, Zhejiang province. [Photo provided to China Daily]

The survey could point to more trouble for Apple Inc. in China, its second-largest market after the US. The Palo Alto, California-based company has struggled there as domestic rivals like Huawei Technologies Co. and Xiaomi Corp. gain in popularity.

調查也指出了蘋果公司在中國面臨的重重困難。中國是蘋果公司的第二大市場，緊隨美國之後。但近年來，隨着華爲和小米等本地競爭對手的崛起，蘋果在中國市場上日子一天比一天難。蘋果公司本部位於美國加州帕託阿爾洛。

Chinese consumers have become more strategic in their purchase. They increasingly value meaningful and tangible innovations of home-grown Chinese brands.

中國消費者在購物時越來越有眼光。他們更加看重國產品牌有意義的、實用的創新。

As the survey shows, home-grown Chinese brands have demonstrated a strong ability to create continuous, tangible innovation, often outpacing that of their international competitors.

正如調查所示，中國的國產品牌展示出了開展持續實用創新的強勁能力，比國外競爭者更勝一籌。

In China’s biggest cities, the mystique of the foreign brand is fading, said Benoit Garbe, a Prophet senior partner in Shanghai. “Consumers are getting more sophisticated,” he said. “We are seeing local brands -- the good ones -- popping up as more relevant.”

鉑慧在上海的高級合夥人伯諾伊特-加爾博說，在中國的大城市裏，國外品牌的神祕感正逐漸消失。他說：“消費者越來越精明。我們看到，好的國產品牌越來越得人心。”

Many other big Western brands were booted off the top 10 list favored by Chinese consumers this year. Nike Inc. tumbled to No. 44 while luxury car maker BMW AG fell to No. 46. Estee Lauder Cos. dropped to No. 22, though it remained the top-ranked label for cosmetics.

今年，很多其他知名西方品牌也紛紛跌出榜單前10名。耐克跌至44名，豪華轎車品牌寶馬跌至46名。雅詩蘭黛下滑至22名，但在化妝品分類中保住了第一名的地位。

Home-furnishing retailer Ikea of Sweden, fourth on last year’s list, didn’t make it among the top 30 this time.

瑞典家居零售商宜家去年排在第四位，今年甚至沒能擠進前30名。