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1、oogBEGINNING2023.04THE PRESENT AND FUTURE OF CHINA BRANDS WHY /WHAT /HOW /INDEX /_01 /NZo|02/No03/04/oO05/oOg06/o_sz07/soogvONZo|01/03rvw rW4=n_oogsONNn_Nnw gO_or o|wo rOgv&w Nno s_uo NrNo_4_ _w _O1 oNou2 cO vO jwNO2 rrg g ouO2_Nywg FutureBrand og o 25 2 25 poooo1 or Noooo_r1r1 zr2S_ FutureBrand n N
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6、OV4Or1Owkr4_w2 _ yw _O_wvjkWw_2vNr_ON/12o&o_&_&jwvjYjW|Oog|o_oOWo|OoWo|ooO_g|/_We believe that brand is behaviour.i.e.how a company9s people,products and services show up in the world,what they make people think,feel and do 3 and what memories they leave behind./13FutureBrandos o2oNn1 onO b_1 os2og/
7、14/15W03gO*uog FutureBrand Ov2OWV8.26uOO/16V/10Nn:On sİoOo_oNnn4OONY ggOvO v2Os On Oouvv _g2 g nvvN _=OsoNİOmOg sn2/178.54*uog FutureBrand Ov2V/10OWV/18wvo o_gu_NnW OowwN İOnNn2 oNvNnoLogo oym rxvON v oNo _o_4_v|NvYO_oOKPIo ooNOw_soNsoVv vwoO_ svNos s_ u2_s 9-10 V ON_ g_obO2 1 Z w bOoY o7-8V2=4 NWsO
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11、|uWu k_:uu vw_ooZgp_uo Srm2/26rOnr/zuvW k1 u1 v1 m_umzuRgugWvuNooo oVyoocoO_uO uNuVo oVyo oVov_u_vmokWoo Wo OW_1 u1 _ uVmu_vmWuu_x1 1 uOW_Nm_Nog uo_ _1.0 _2.0 o3.0 1.2.3.4.5.6.7.8.9.10.1.0 _:oc2.0 o:3.0 :_/27FBI k_FutureBrand goog oo_Zr o_2ngo_ng_ko|/voeoovne_ co|O nNgwNvgoNN_OwnNnCovwkooigwowogguu
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13、ureBrand Ov2o|osVoO_1.0-2.0 krRV,VoO1.0-2.0 soc1 vNa2_ 3.0 s_21.0 2.0 3.0 oOoVOsywWOoVOs/31o VYOrNm1 1g oo1 1 n _W_ oOs gs|_oogON2s|oog u_ Orog oO _O2 OzuwO1 _ kYvo2so|oo _ 3.0 ogrv1 1o go 1 osxgo O_W_NO_2Or_FutureBrand 18 ng s_o Or2 u_g 18 ngoVNOkss2ngo_ng_ko|/voeoovne_ co|O nNgwNvgoNN_OwnNnCovwkoo
14、igwowogguu OoWogoovoo_1.0 2.0 3.0 109876543210/33Ogo1.0 OTgoNW2.0 N 3.0 O|wngg22.0 OTgoNW 3.0 O|w ng1 Ng1 u2ngo_ng_ko|/voeoovne_ co|O nNgwNvgoNN_OwnNnCovwkooigwowogguu OoWogoovoo_1.0 2.0 3.0 109876543210/34u_g O nguWu_g o_V 6.1/10 V OV 6.75/10 V2_ W=Vg 7V o|_ng=VgO 4.89V 2 O=Vg 7.44V;u Oo=VgO 5.78 V
15、 2ngo_ng_ko|/voeoovne_ co|O nNgwNvgoNN_OwnNnCovwkooigwowogguu OoWogoovoo_109876543210/35g oO_ ko o=1=k_ w_W1 _W21.os oxVO nZ wZOo c=2 g OgrgWg_u_mW2O 2012 O_o o=Nn O_r=_N unO_NNn2orr 1.0 o sO_o k_=_2 o=r=oOk1.0 U 2.0 1.0 hoO2.zu o uvYo|O zuvwo1 2ogOy NmO=_o o_O Nm=2 zuoNo O1 v|vo|vOzu1 OWuog rOO2O _
16、svNnkzu v_s o o2=O_k uou_W 1.0 2.0 o23.soy _u1 o1 ngW_Y_W_ vgOm_ oO_oy v_1 2 oOooOwuOvmmO2O so w_ so VI _Oom=2W u_ _1.0oON2.0_ o+_=_ S o_nn_2 w1.0 O N _=2ou u_WO g_o1 wNw2 soO_WNo ogr2/36_1 _1 1 1 1 1 1 g1 1_O1O1 1 1 1|1 W1&goo_YONo Sorm2 O nYO x kY o_r=21._v sgo10 V NrvOrn|=2 oYO 2YO_=v uS=nWO BU v
17、g Nzuvv_2 _=r Nm=oo_Yk 2.0 U 3.0 2.0 h o_Ov1 1 1 _Wwy_W_22.zu uzuuNv mgrg_oc NWr_2 vW YO1 g yon11 1 o_2 k_ _NOcN2gO_v2 g_ _|omN gN_m2 =_ oWu_ _V1 _1 g2 O Rm _owoW23.n o+_=NNu _v r _r _rNms YOw|=1|=_|=r_1 o_W_2 _WW W _W Ws_2vv vgo 1 gu 1 1 2 om Vzo 3 W1 1 4 zu_ g yozu 2 oO_W_2 o 10 N|m o1 oo ogwu KPI
18、 x _sWrNn2og soYON1 oW|2 oY_ 2.0 N 3.0 Nm2/37o1 m1 _1 1 u1 1 _11 O&og o Oog gOYo|wN_wnZowWS2sw 3.0 nwmuoO1 1|o_21.ou o|ozu oooO(Purpose)_o1|1 1 1_|N_2O sNzu zo2_kOzu ym Nm=r og=_ 3.0 rO|oO_n 3.0 h _4r,OW|Oo oo_2Oo2 _OvoNn s Oo2 yroN yOog_roN=2 NoWg wo o Ooo=oO22.zu OU_ 1oo(Experience)O_ rNu_os 1 r1
19、rO1 ro1 rm c 2 nxon _w_Wo_n2oO o|o=wso o=2wuWvW oowkr_Oso s=Oo o=oOu s|o=2 o=r s=N_O oNuv yor2,uyog -|=Osk 1 Yog2 yook uYO_O2 o r_o oou=o oo_=No_23.uOW(Culture)_O _1 vv Wg1 u1 mvNWvmg2 OowOo uOW2OW WNN2 _ yoWN s=v2 y=Wss2 OWY NruNW q2O WoOu2 oymuoO NO_s Nm1 rog2 o 3.0 rO/38oO_ oOgsooON2 ZN o_vo_sOso
20、O2 Owog|oOO_c nw O_ 2 1.ogUc=4o2 nyg|yO O10 _Y 2003 n2 sOO_v2 o n_c o2 _1 o1 oy1cOcN bw_g Nryf2 onc 1_ k2 2.i_Nnog nwvoOkg_oi_2 n NZr _ks2 u1 1 _1 1 _NONojwO2 ygg 1 2 o oOoZ_Ob v_=orov_zu2 ww_NO2 _o|O2 osoou_O2 nNys O_N_o|2 oNi_2 NgOZOoso_g2o yİwg oong2 soNoO_Zr _eN bqr oggkoO2 3 h/39r 2022 o136 O2N
21、no_ soNrO OOOog|o|wos 21.YkWOo_W1 ovxo_nO1 O Real Magic,Taste the feeling?Open happiness ooov oon2 OoOOwwo Fresh u=Happiness k=2Nn_cONnO2 3 h FreshuHappinessk/40oO_ o_wOoO1 1 V o1=k no_oeoks Nn_okoo&oO1 1 Happiness k=oO2gW oNNn_=v 2 n_ u=4_W1 ov2 3 h/412.Ng1 gYNg=os1 2 _o1900 122 gwo_NW rgu2 oO_ wNg
22、g1 1 w1 sr2 u_N _oywsNx _o_y2 o 2008 _ u=Nr _o14 OO2 3 h 188618901900196 919851987199320032007-NOW/423.obobO_cO _n2 gyo1 Wo|OO2onw|1 11 2O_WO oY _OO 1 n WgW2oboo n_O ovO2=Nn 136 2 O N_cZ cs|ogkv|o2 3 h Wyw|o_ NgggwW s_wu_ 10 wcwwO2aO_ wNnu_ ku1rw ors211 Nn1 ov1 _Wvx think diferent=ko|x4NgyOY o nv _
23、2 Nno_Nn _Wk|N _ _w w_ fsİw wo Genius yo N|w_o|_o =1 N_gng1 n oN1 Ou_&oNkk|O_Ooo O uO1 mwk221 sNu_1 N_W_ wobO 1|1 rn1 1 1 1 o1İbo Wh1 nk NovNo NOOomw2 boN wroNg 1 1 gW1 1 1 1 nn wNNkrw2b wWOo oN_W1 _ yO1_wN sNwO ww1 s gworN2/43xs 36 0 _ 3 h Apple|_1 1 1 _vq1 _1|1 1 gW1 1 o1 _1 _h|m1 g1|m1 1 WgrOoYOW
24、 _WN2 _gWNgrON ouow vo _b1 YoNW_om2 b O _W_oNc NnsNsNxN_ g_rg2Nespresso oONno_u oFutureBrand_syhONFutureBrand_r _20 2Nespresso oo_ooNnu rNgu2 FutureBrand _uww o_NW2 N Nespresso g_g FutureBrand Nespresso O uo=swu_ _Nnywg_ 1 W r_1 w og2 Nespresso ro sg g|_o 3 n1.Nn_WwoOxN uN_ _n YywuW uOu_22.u_s OoNes
25、presso mmOou oYSu_ Nespresso g N_o2 o_ oNN_o ou o|orw1 _g_cr 23.W cWsgcO NespressoOwOOs_wke1 z1 NW_1 ko1 o1 owW 1 ooOo Os2İo Nngorr_ 1_g Nn1 ov1 Oor _o_Yo Obowno2 xNg_gsO O_ _Y2 3 h Nespresso/44/45oOg05/46oW_mo|muNOWoNng_ NSnoNSn OgN o_WW knn4swo s W=ooo42 nOoOWy2y oOywuNn2 og qoo|_Ow_oo|2oO o=|o=Nw
26、oo1 iyO|ror2Nob_NoW|N NO=N=N O=qrSHANGXIA NOO N|moo fw_O2OPPO1vivo1 oV=_Ox|Wo O_1 _cZk=Os1 _q=O2oWz:YW=W|_n 11 W1=ovsozog2o:_1 Oo=o1 Oox2:W_ y o_nWO1 O1 oO1 OO2oWooNg DNA sOOwoW1 o|1Ov_wovvmWs2 o oW1 owwOo e owg authenticity 1 s1 _Y_gZ2g/47gTikTokoO/Nkob rs_TikTok o_O 2017 5oN oo gi Inspire Creativi
27、ty and Bring Joy 2 5 TikTokw_ wyw 150 n/w1 ow 16 YouTube1Facebook rywgk_ON2 :;g_ 2022 yw 100gwOo TikTok _1 1 _u=2uON _o|z m_1 _ og2 TikTok _Nk1 w_rNn_og2 ogaw sorrNnk2OoO|_Oozo|wowxvg2k FutureBrand 4oO o1 ooOs4_Nno_w wY nO_ mkO soo2_YoY oNno ONObw_bw_O2 OOoNnN ozug nO_ Zr1 2 _Z_o2/48gg 0-1Y_ _ _ WWz
28、oNOroz oNno4zk O :;g WzoNNkwoWO=2 NgO4 wosNW2 skrNnp_wo=oWzzOz4wwoi_|g2ov oOo g_oN4 gO_ 2 _O c=gON wO=uwoNghsNnU NwVk1 qr=2 o nO O1|1|wowO2gN_O woowi_ obu_ w_4gyİws NIO House W NIO House oNngWzOİo o_1 v wsgw_ gNIO LifeW|b1 1 o11 w_1 Wkw gOk o wgOr g|_rNo&g|_owg4g_1 s o4wNgrNO=2/49g=N_vOWOv=oonrONowo
29、s2 _gsWo gro|2_oW|o N=k_W|o_ow wooW2 OW o|ooO 1 1 Nw o|ooW2 N _o_v OWOv=oNNos_2 Nkowg NoNo1 o1 k1 WNsoN|ow2 gkW|o=r N=N|o W o s N ONN=2 oW|oY rWW rowW rc1 _N NNW OOo _W=2ko_WO NW oY g_ N_oNgooO2N|oos_2 OsrNo Ov1 n1s_W2 og_go_o ooW go_/50g_o Z=goZgs|o _r og_=Y_=ogo2_ NNossb 1 _1 xo=O_ oNno|s_okZg O o
30、2 Z Act Oo Z=g Z=DesignoO_Zo wogu1O1 y2g design _W rN_O|ro r _1 O=_o.Ookoo_ _ OonOZrZOr WNr oOvog|o_g_2 w nym_o2 ooO yh2/51gBYD oW oOoooq2 WzuNrO_ swN_oO1.o=1 m1 U1 1 S=o_Ng _O m_2 oNn fN_O oO W2o =Nr2 ooOoW1 1 Nnyh22.O W ywN wNw o=o o=2 so o r2_ wBuild Your Dreams _oBYD2O_ OW on 2022yw ATTO=woS Plu
31、s=2 m1 U _Ww HAN TANG Oo2sov_UV_wWn _woOywNk o=o_k_2/52goN N=4 N_ S wu2 _ mN=rh s=vkoo_om21.ns O=ro_yr n=Ow2 Oow og|o_yon Oroo=o _=_=s|oNNwg s1 ooon2 _jw_=w=22.uO_ N 1_1 o1 1&Ou2 _O Oo o _qq2 sNr yO=_ron23.2020 Oy 20OOe 2021OWO s g x=N_N2 o_ESG voOW_O sr _g2kN oo=Nno o2 sOo oooos sooo o _o2/53gOkNou
32、ngW ogoN_ oN oO oWngWvowWn2 nn_ On r|_=42021 6 o _y 2025zu sywo1 o=Wrzuo2 gOO O1 _1 o1 w_ ro_=21._#_ 12 Og=O g g=Zs|ok_2 _v w _ng1 Oo_Oo ko N o _o22.o#Ng yo=_=kr o 2 orW s=N|g 1 1=Nwg2 ywqR1|b1 1 O _coogv23.w#n Ooo_ gurOo2 wN _=cwr krw_1 1 1 1 g g_24.u#Ow#oo_O _u uW_ms1 _w1 Oou=2ruO Ow u 0 wu=w_a4ow
33、 O_uzOo No2WoN ng1 1 o_ s ooh2rNoN non _rOSW=No_O2 o k_q u2/5406o_sz/55oOsz_szg1 nszgv1 o_W2WOg_m _grNom On_oNnsz2szW1.vosz _b|wovNkkoOgyo1 _g _O1.0-2.0 sw_og _1 O|o ou1 NwoW22._szso_o owg osO_u uOoV o11 PR n OV_OoSVn23.N_ o1 v _o_ukNo Onu1 R1 o2 o_w Ow|=1 O1 c o_wzuO_1g2ywc1 wmzw ywWooywo_W1 1 _ oO
34、z_qgszwo_szg1 n szgv1 o_W2_szW1.sz ywou_ u_O w1 1 z1 1 uw vwoac u1|oO_O22.sz u_W g_ONOsyogW nW1 g Og NnW_o _oowv23.sz n_OOw _ovW_Wuv|Ooccsy_|woo_kgg Wrns|wo24.sz oo_rs u_WonSW1 owW/56_ooszo1 W1 _vo_,swoU1 2yu_N_oSoWs2 sogovoWog OOrvyw_ o s o=kgr 26.wO rox ou_o Okg o=2 _WvO Novyg|2 owN ooYy_27.wo _Wo
35、 ooWgk oyw|4oo co|boog|OOO 2 o oOgo og g_28.w_ _Owg ygo W_2 _ _W1 On _1 u1n1 WW o2 WO W Or=Woko sr_21.W_ oWon 1 n1 ywnoOu srgouywOrzuyw1 2 2.r_|RO|g|1 gWn oOrW1 Nr_1 sr w_ro1 qz oo2 3.urOu_ NogoWOw o_gOu_ _1 Z 1 oOwz2 o_ W1 1 1 1o 24._ rWu_W_n NnOYw_ oNgNW NNNPKN 11g1 S|25.oWug_ oWk_Wz_ oroo1 oW oxv
36、1 oOoN onoO oNn_boog o_s1 w1 2sWNnv_ NqoogvO07ow oNzugo1 og1|NoRcOrokoONr2/57/58ogovOok|oo N_ ogs FutureBrandS_s s_oO 1 _1 1 r1u1 1 y1 1 1=Sg NNorh2O_1 gw1 _ON Z_og24.r _cO2 sOvx|cOrw_|2 so w_coO Oo_ _Op _ckZk N1 Nk1 N1 NkY1 Nkw_c|25.u u_W2u_WN gW1 oUVvu_WoOu_W wooO|2 sbu_W Oou_W ou_W1 u_W1u_W1 u_W1
37、 u_W_&NzrzN21._cO2ZOoN O_OW zu WrOvoxwO nnwo rwr2 g OwoSV soOgom_ON2 2._ W_W2u_ oO_W1 _WW u W11 OWNzu yoNNsk_2 gaoWOu g_Obos1 1 1 w23.TNg2sznnZrNgW1|1 1|g_2 _oOn wu_Ngg ONwoON1/5929.O2ZNn_ uO Os_oO OOOu _w_W oOoNrO2 o1 1 ev1 Yn_1 O_W NO oNngs us210.u_2_WOO_v_ o2 o NO_ N_ 1 wr1 _s2 _İoS sOWkW OnOg_ O
38、oNn26.s_o ESG2_ OWu _oOoNnO2 _ WOwo=gOb_1 b|2 FutureBrand OO_:oggu2022;ouo O ESG w oNn27.y syO_2|skO hs _s=o B2Co B2B sw_nn2 w_nNW Og w=Nnoroo1 o|1 ong _oi Ook oZ28._woyw2ssNY_o_ym s srywWoo2 o sOo_ rywoNogovOogFutureBrandNoON,cvO roOg_2s,n,s Y2 sc roog oNO_qq2oobhg,wwg U Ai r2og s: 0 FutureBrand 2023 All Rights Reserved
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