數據顯示 在華競爭的中外品牌已旗鼓相當

For the first time, local Chinese brands are equal to international brands in a measurement index -- meaning they are now in many ways perceived as equally competitive, new research found.

最新研究發現，中國品牌在評測指數上首次與國際品牌比肩，這意味着如今在諸多方面兩者都被視爲具有等同的競爭力。

According to advertising giant WPP and its market research unit Millward Brown, both multinationals and local Chinese brands score 100 on the metric of Brand Power.

廣告巨頭WPP和其市場研究機構華通明略的數據顯示，跨國公司品牌和中國本土品牌在品牌實力上的得分均爲100分。

But Chinese brands have the advantage of upward momentum, while international brands are weakening, it said. In 2010, multinationals scored 115, while Chinese brands scored only 89.

不過該數據還顯示，中國品牌在走上坡路，而國際品牌正逐漸衰弱。2010年跨國公司品牌得分爲115分，而中國本土品牌得分則爲89分。

A decade ago, international brands were synonymous with quality in the minds of certain Chinese consumers. They offered status and bling, while local brands could only aspire to being "good enough".

十年前，國際品牌是某些中國消費者心目中質量的代名詞。他們象徵着地位和財富，而本土品牌只是渴求“還不錯”。

Millward Brown said that Chinese brands are doing a better job than their global rivals in providing quality and value and leveraging the right channels to make its products available to Chinese consumers.

華通明略稱，在所提供的質量、價格以及利用正確渠道使中國消費者獲得其產品方面，中國品牌做得都比其全球競爭對手要好。

As the information explosion in China makes people more sophisticated, they demand more choice as well as better quality and value.

隨着中國進入信息爆炸的時代，人們變得越來越見多識廣，他們要求的不僅有更多選擇，還要求更好的質量和價值。

Chinese brands are also doing better in catching the speed of the mobile wave. China is the most dynamic market in the world in terms of mobile use. The use of cash and credit cards is already perceived as outdated.

中國本土品牌在緊隨移動浪潮的速度上也做得更好。中國在移動應用方面是世界上最具活力的市場，現金和信用卡的使用已經被認爲是過時的了。

In addition, Chinese brands invest more heavily in media than their international counterparts. The top 10 investors on the TV channel CCTV, for example, are all local brands apart from Coca-Cola.

此外，中國本土品牌在媒體上的投資也比他們的國際同行更大。比如在中央電視臺的前10名投資者中，除了可口可樂之外，都是本土品牌。

Chinese companies are learning how to develop unique, innovative brands. If international brands can't speed up and change their approach they risk being replaced.

中國企業正在學習如何發展獨特、創新的品牌。如果國際品牌不能加快步伐並加以改變，就有被取代的危險。