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经济导报记者|孙罗南

  4月16日,胡润研究院发布《2024胡润品牌榜》,300个最具价值中国品牌上榜。经济导报记者注意到,山东共有八个企业品牌入围,涵盖家电、酒类、医疗健康、食品饮料、轮胎制造与新能源等多个行业。

▲2024胡润品牌榜山东上榜企业名单

01

家电品牌持续发力,海尔领跑品牌价值

  在本次榜单中,山东家电行业表现突出。胡润研究院发给经济导报记者的榜单显示,海尔以260亿元的品牌价值位列山东上榜企业之首,排名全国第42位,其中,海尔智家的品牌价值占母公司市值的11%。

  值得一提的是,海尔旗下的高端子品牌卡萨帝也首次登上胡润品牌榜,以60亿元的品牌价值排名第159位,成为胡润品牌榜的新晋品牌之一。

  另一个家电品牌海信排名第181位,品牌价值达50亿元,同比增长43%,是山东品牌中涨幅最大的企业之一,其品牌价值占母公司市值的13%。

  青岛啤酒以160亿元的品牌价值位列第71位,青岛啤酒品牌价值占其母公司市值的20%。

  东阿阿胶排名第125位,品牌价值为85亿元,同比增长6%,品牌价值已占母公司市值的27%。

  在食品饮料领域,来自莱阳的老牌企业鲁花首次上榜,以35亿元的品牌价值位列第226位,品牌价值占母公司市值的15%。

  今年的新晋品牌中还有来自招远的轮胎制造企业玲珑轮胎(位列第248位,品牌价值30亿元)以及新能源领域的特来电(同样排名第248位,品牌价值30亿元),其中特来电品牌价值已占母公司市值的21%。

02

贵州茅台为“最具价值中国品牌”

抖音成“最具价值民营品牌”

  胡润研究院提到,贵州茅台品牌价值虽下降24%至8000亿元,但已连续第七年荣膺“最具价值中国品牌”,这是其自2020年以来首次跌破万亿元。

  抖音品牌价值增长500亿元,达到2450亿元,成为今年价值增长最多的品牌,排名上升三位至第二,同时成为“最具价值民营品牌”。微信品牌价值增长4%,增至2350亿元,稳居第三名。拼多多品牌价值增加300亿元,达到2050亿元,首次跻身前五强。

  比亚迪品牌价值增长20%,增至1200亿元,排名上升三位至第七。中国移动品牌价值增长31%,达到1000亿元,时隔五年重返前十强。

  金融行业以41个上榜品牌继续领跑,较去年减少4个;食品饮料行业以32个品牌位居第二,减少2个;酒类行业以23个品牌排名第三,减少6个;传媒与娱乐和生活服务行业各以21个品牌并列第四;汽车制造行业以20个品牌位列第六,增加6个,是近两年品牌数量增长最多的行业。这六大行业上榜品牌数量均超过20个,总数占300强一半,品牌价值占300强近六成。

  在上榜品牌数量最多的“十大行业”中,4个行业实现了增长,其中家电行业品牌总价值增长最高,涨幅达9%;其次是汽车制造行业,增长3%;生活服务和烟草行业各增长1%。

  酒类行业品牌总价值跌幅最大,下降28%;传媒与娱乐行业下降21%;食品饮料行业下降18%;电子商务和零售下降12%;医疗健康行业下降11%。

  胡润集团董事长兼首席调研官胡润表示,“电动汽车和自主品牌的崛起是中国汽车行业增长的主要动力。比亚迪在成立30周年之际下线第1000万辆新能源车,以1200亿元蝉联最具价值的汽车品牌。奇瑞品牌价值增长1.6倍至250亿元,首次进入行业前三。在最年轻的上榜品牌前十名中,汽车制造业占据了半壁江山,具体品牌包括深蓝、问界、极氪、坦克和智己。”

  “消费电子行业价值增长最多,华为终端业务的复兴是主要原因。华为Mate60系列手机受到市场热捧,刘德华成为品牌大使,华为在中国智能手机市场重返销量第一。”胡润说。

  胡润表示,新兴电商品牌如社交分享电商和直播电商正崛起,直接挑战天猫、京东、淘宝等传统综合电商的主导地位。抖音成为2024年品牌价值增长最多的品牌,得益于其电商业务的显著增长和内容生态的快速发展。拼多多以2050亿元的品牌价值成为电子商务与零售领域的领头羊,价值同比增长17%。小红书自2023年起加大了对电商业务的投入,特别是在直播带货方面,这一战略取得了显著成果。快手提出全域经营的概念,促进内容电商与货架电商的融合发展。

  “品牌多元化发展趋势对企业的重要性日益凸显。今年,有19家母公司多个品牌上榜,尽管它们在整体榜单中仅占7%的比例,却贡献了高达23%的总价值。多品牌战略不仅可以针对不同市场细分领域,满足各类消费者的特定需求和偏好,还能帮助企业在全球市场布局,根据不同国家和地区的需求和文化差异调整品牌策略。”胡润表示。

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