2024中国茶叶企业产品品牌价值评估报告

2024 Product BrandValue Evaluation Report of Chinese Tea Enterprises

对167个中国茶叶企业产品品牌价值的有效评估数据显示,中国茶叶企业产品品牌的品牌价值稳步增长,品牌收益持续攀升,但品牌收益能力差距渐趋显著。品牌产品的市场价格变化平缓,多数品牌的品牌忠诚度因子随之提升,品牌强度整体增强。近年来,尽管中国茶叶企业产品品牌在国际市场遇冷,但我国茶企持续探索文化与科技赋能品牌的经营发展路径,努力提高品牌价值,呈现出企业(产品)品牌与区域公用品牌协同发展的态势。未来,中国茶叶企业需把握趋势,正视自身的竞争特色,以文化、创意与联盟等多元化方式增强品牌竞争力,进而推动品牌价值的全面提升。

Effective evaluation data on the brand value of 167 Chinese tea brands shows that the brand value of Chinese tea products was on the rise and the brand income had continued to increase.However,there was a noticeable gap in the earning capacity among brands.In addition,the market prices for these branded products had remained steady.The brand loyalty of most brands was increased,which contributed to an overall boost in brand strength.In recent years,even though Chinese tea brands have been cold in the international market,tea companies in China continue to explore the operation and development path of culture and technology enabled brands,strive to improve the brand value,and show a coordinated development trend of enterprise brands and regional public brands.In the future,Chinese tea companies need to grasp the trend what makes them unique and outstanding,so as to sharpen their edge through cooperation in terms of culture,creativity and alliance.This approach could help make their brands even better.