万亿国潮赛道，茅台登顶！

中国基金报07-23

中国基金报记者闻言7月23日，《2024深圳市盐田区·胡润国潮品牌百强榜》发布。贵州茅台、华为、五粮液，被列为价值最高的国潮品牌前三名。其中，贵州茅台的企业价值达2.12万亿元，远超其他企业。商务部将2024年定为“消费促进年”，政策举措中提及推动“国货潮品”消费。据测算，2023年中国国潮经济的市场规模已达2.05万亿元，预计2028年将突破3万亿元。小米成为新兴国潮品牌第一在新兴国潮...

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 小米成为新兴国潮品牌第一在新兴国潮品牌前十名中，包含小米、泡泡玛特、理想、珀莱雅、茶百道等，背后企业均为上市公司。“小米是为年轻消费者创新的成功案例”。胡润百富董事长兼首席调研官胡润介绍，今年3月小米汽车上市，成为其从消费电子领域跨界汽车领域的里程碑事件，小米品牌借此获得市场口碑和流量积累，得到资本市场和消费者认同。新兴国潮品牌正在改变人们的生活方式和消费习惯。榜单介绍，为消费者提供情绪价值的新兴国潮品牌，包含代表个性化、多元化的精神消费生活方式的IP潮流玩具，以泡泡玛特、X11和TOP TOY为代表。广义上的国潮可以是本土新消费品牌，也可以是老品牌重新焕发潮牌新活力。榜单显示，经典国潮品牌前五名分别是华为、比亚迪、李宁、贵州茅台、周大福。“经典品牌可以称为‘国潮教父’。”胡润介绍，黄金品牌专注于“IP联名”赛道、白酒品牌擅长融合创新。比如，五粮液的创新产品“五谷罗尼”鸡尾酒，开创了中国白酒和鸡尾酒的东西方融合新范式。从社会影响力来看，榜单主要考察品牌在微博、微信、小红书、抖音等主流社交媒体的传播和讨论声量以及百度搜索指数，排名前列的品牌包含华为、比亚迪、OPPO、谷雨等。食品饮料行业突出“让我意外的是，百强国潮品牌中食品饮料和日化行业贡献最多，而不是我们传统理解中的服装行业，这是中国国潮与美国潮牌最大的不同。”胡润提到。榜单显示，食品饮料行业有24个品牌上榜，包含伊利、茶百道、王老吉、奈雪的茶、良品铺子、光明、三只松鼠、盐津铺子等。大消费是国潮实践的代表性行业。榜单显示，大消费行业通过融入传统文化元素，在此基础上对产品进行创新，最典型的是具有不同优势的品牌跨界联名。从国潮品牌活跃的区域来看，上榜品牌有三成聚集在广东地区，包含比亚迪、华为、荣耀、王老吉、奈雪的茶等。胡润认为，这展示了广东及粤港澳大湾区整体的制造实力和创新力，以及推动国潮品牌发展的引领能力。国潮品牌成功需三个因素胡润认为，一个成功的国潮品牌需要有三个关键因素支撑，分别是本土文化或科技底蕴、品牌自身硬实力能展示中国自信、能吸引年轻消费者。对此，胡润研究院将国潮分为两类：快消领域、硬科技领域。快消领域称之为文化国潮，可以理解为文化赋能，是指将中国传统文化的符号、图案、技艺等融入产品和品牌中，让传统文化焕发新的生命力。例如，茶、二十四节气、京剧、剪纸等联合国非遗和国家级非遗文化元素。硬科技领域称之为科技国潮，可以理解为科技赋能，是指独特的中国技术。例如，自研芯片、新能源汽车等代表中国新质生产力，引领行业发展。榜单显示，国潮创新力方面，前五名品牌包括文化国潮品牌喜茶、霸王茶姬，以及科技国潮品牌理想汽车等。编辑：舰长审核：陈墨‍‍版权声明《中国基金报》对本平台所刊载的原创内容享有著作权，未经授权禁止转载，否则将追究法律责任。授权转载合作联系人：于先生（电话：0755-82468670）\n\n文章原文","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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