3. > 13,500
Consumers
121 Leading Local Brands
115 Leading Foreign Brands
4 Tier 1 Cities
16 Tier 2 Cities 19 Tier 3 Cities
For 2017 Brand Relevance Index (BRI) study, we talked with
Chinese consumers about brands in their lives
6. In touch with how consumers live
and work, their needs and desires
Customer
Obsessed
Makes experiences simple and easy, is
dependable, available, practical and consistent
Ruthlessly
Pragmatic
Pervasively
Innovative
Pushes the status quo, offers novel solutions,
and engages in creative ways of working
Motivates, has a clear purpose,
is trustworthy and authentic
Distinctively
Inspired
7. Relevance earns money
R COEFFICIENT = 0.72
PROPHET BRAND RELEVANCE INDEX SCORE
10-YEARREVENUECAGR
TOP 50 BRANDS OF 2016 (US):
10-YEAR GROWTH VS. RELEVANCE SCORE
Relevance helps drive top-line growth… …and long-term profitable growth
MORE
PROFITABLE GROWTH
35%
215%
REVENUES PROFITS
TOP 50 BRANDS OF 2016 (US):
10-YEAR GROWTH ABOVE S&P 500 AVERAGE
10. A brand new brandscape?
WeChatAlipay
Meituan Mobike
NEW LIVING NEW TRAVELING
Airbnb W Hotel
NEW ENTERTAINING
Disney Visa
NetEase
Cloud Music Blizzard
Tencent
Games
XBOX
11. Led by Alipay and WeChat…
58
65
56
60
54
57
53
55
42
47
43
44
CUSTOMER OBSESSED RUTHLESSLY PRAGMATIC DISTINCTIVELY INSPIRED PERVASIVELY INNOVATIVE
ALIPAY & WECHAT VS. REST OF TOP 50
AliPay WeChat Rest of Top 50
Data reflects % customers who agree subtracts % customers who disagree
50
12. …on every dimension
55
67
57
51
63
71
61
67
53 54
66
52
62
55
65
60
46
67
52
50
57
61
50
59
46
49
61
55 54 53
57 56
35
44
47
42
44
48
45
50
39
42
48
44
46
41
47
43
I can’t
imagine
living without
Meets an
important
need in my
life
Makes me
happy
Connects
with me
emotionally
Is available
where and
when I need
it
Makes my
life easier
Delivers a
consistent
experience
I know I can
depend on
Makes me
feel inspired
Has a
purpose I
believe in
I trust Is modern
and in-touch
Pushes the
status quo
Engages
with me in
new and
creative
ways
Has better
products,
services,
experiences
than
competitors
Is always
finding new
ways to meet
my needs
ALIPAY & WECHAT VS. REST OF TOP 50
AliPay WeChat Rest of Top 50
Data reflects % customers who agree subtracts % customers who disagree
CUSTOMER OBSESSED RUTHLESSLY PRAGMATIC DISTINCTIVELY INSPIRED PERVASIVELY INNOVATIVE
13. Local vs Global
Data reflects % customers who agree subtracts % customers who disagree
-0.5
0.3
-2.7
-1.4
CUSTOMER
OBSESSED
RUTHLESSLY
PRAGMATIC
DISTINCTIVELY
INSPIRED
PERVASIVELY
INNOVATIVE
TOP 50 BRANDS - LOCAL VS. FOREIGN
(Excluding Alipay & WeChat)
1.1
1.8
-1.4
-0.1
CUSTOMER
OBSESSED
RUTHLESSLY
PRAGMATIC
DISTINCTIVELY
INSPIRED
PERVASIVELY
INNOVATIVE
TOP 50 BRANDS - LOCAL VS. FOREIGN
(Including Alipay & WeChat)
47. IKEA: Growth across China
Beijing Siyuanqiao
Chengdu Gaoxin Store
Chongqing Store
Foshan Store
Hangzhou Store
Jinan
Nantong Store
Shanghai Baoshan
Shanghai Xuhui
Shenyang Store
Tianjin Store
Wuhan Store
Beijing Xihongmen
Chengdu Chenghua Store
Dalian Store
Guangzhou Store
Harbin
Nanjing Store
Ningbo Store
Shanghai Beicai
Shenzhen Store
Suzhou Store
Wuxi Store
Xi'an Store
> 24 Stores in 13 mainland provinces & municipalities
2016 Revenue: 12.5 billion RMB, up 18.9% YoY
> 339 Customer visits in mainland per minute
83. A huge untapped opportunity
Distinctive
Inspiration
Pervasive
Innovation
MNC
Local Brands
Distinctive
Inspiration
Pervasive
Innovation
84. A huge untapped opportunity
Distinctive
Inspiration
Pervasive
Innovation
MNC
Local Brands
Ruthless
Pragmatism
85. Identifying white spaces
of growth opportunity
Crystalizing differentiated
value propositions
Executing a portfolio
of signature moves
Defining a relentless
relevant brand purpose
86.
87. 3 Golden Rules for
Relentless Relevance
Reassurance 2.0
Maximization of Public
Consumption
Externalization of
Pay-off
