2017 prophet.com prophet.cn
02 Prophet 02 03 30235 3913500 50 06 38 44 45 47
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04 4
05 13,500 39 30 235
50 05 04 03 02 01 15 14 13 12 11 25 24 23 22 21 35 34 33 32 31 45 44 43 42 41 10 09 08 07 06 20 19 18 17 16 30 29 28 27 26 40 39 38 37 36 50 49 48 47 46 06
07 50 50 28 14Airbnb45 2 5010 40 41 ofo5487 100 (Jacqueline Alexis Thng)
08 50 14% 6% 4% 2% 12% 10% 44% 8% 50
09 ANDROID ANDROID
10 ANDROID APPLE W
11 ANDROID ANDROID ANDROID
12 ANDROID QQ
13 01 4.5 2
14 02 9.63 2013 AppleAndroid
15 03 ANDROID 04 Android80% Android1 DIY
16 05 APPLE 06 iphone Apple Apple iphone X Apple 17% Nike+ Runner Club
17 07 08 20% 19%
18 09 10 50 5 2 12 3
19 11 W 12 W W 2 W GoPro
Prophet 䢴 ㅷ晥湱Ⱒ䚍䭷侨 / ㅷ晥 䔂 prophet.cn 13 薉暵㼷 14 䬺 鲨 剒惐蓿晙 㸤䧭 剒た ꅽ騟 涸痦 鷥䭊 Ɀ瘻罏 狣 姻䧭 薉暵㼷涸 銳㹐䨪կ ㅷ晥鸑鵂 䕧錠 ꬑ姿遤կ 䬺 鲨涸ⴀ梡 雮馊勻馊㢴 㕂➃ 鵯 掓➃ 鍒佞ⴀ 蓿晙ⵖ鸣 薉暵㼷姻鸑鵂 䖤䠁 㹐䨪荛 罜饒䖤 狣 涸 妅䗱 絩罜蜦䖤 涸䧭 կ 偽雿僽 歏㶩 ㅷ嶊餩罏鵮僽 ざ 䬝䶑ⴀ ➃䞞ぁ涸ꃎ挠錠곸 鸑鵂㖈䘯鸟㟞 涸贞䬾梡 㹊(Virtual Reality)䋑㖞 䰘 괄 ⴀ荈䊹涸ㅷ晥㹒鎊կ 鵯猫猫瘻 殜䧭 ㅷ晥 嶊餩罏 ꢂ䒊用饰暖暖涸翫絕կ 㽴盗➃ 偽岁溏錛 歏㶩霃㢊 涸蓿晙 鵯 㧎烯 雩 薉暵㼷僽 欰崞 〳䧴 緃涸ㅷ晥 կ 傈䌢鸑 勻 僽 雮➃䠄䘯涸 恟 涸瘝鲨傞ꢂծ棴妃 烁㹁ծ䊼㡦 ㄤ㖑 鵂 䭆䮥ծ 鸑㜧㝱 罜㖈尵剣ⰖⰟ 鸑涸騟媯 ➃ 㽠 腊 勻 䎇䧭 䲀䎛 猫刿 䐀ծ梠 傞넹涸欰崞倰䒭կ 䬺 鲨湡 䭆剣㣐紨1➉岤ⱃ欽䨪 嫦㣔㖈紨500 鳈兰腊 鲨 㸤䧭Ⱏ2500 妃낏遤 罜鵯 侨㶶Ⳝ 僽 䬺剒䔂㣐㼆䩛涸 կ 㖈䧮 涸靈灇 䬺㖈 䰦䚍 Ⱘ傞 䠭 고霉ⴔ 邍梡ⴀ կ 銳㖈 䎃傞ꢂꅽ㽠 䒊用饰䔂㣐涸ㅷ晥湱Ⱒ䚍絟ꬋ僒 罜2015䎃䩞䧭用涸 䬺蜦䖤䧭 㾝梡ⴀ㼆欽䨪涸帿ⵠ椚鍒 剣佪 ➃ 鍒Ɀ汥挿涸ꅾ銳䚍կ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 匧䏞 㹊 匧䏞 㹊 䌄勻杝暵 䌄勻杝暵 㨤絊 倝 㨤絊 倝 䪄满 嶊餩罏 䪄满 嶊餩罏 20
Prophet 䢴 ㅷ晥湱Ⱒ䚍䭷侨 / ㅷ晥 䔂 prophet.cn 15 㔋㷍ꂊ䏅 16 㕂Ꜿ翫 ꅾ倝霥ꅺ㤱 㖈㖑 䭯絯 滸涸佅 倰䒭 Ⱖ輑ざ寑㝦ծ彯崨ծ廩屯涸㥵歘繠㷖 㾝梡ⴀ㼆 絡俒 餩罏㖈 歲 馊勻馊㢴㖑倰錛ⵌꜾ翫叻䘋涸傞 䖃䖃㽠 㣐䠭 歲濼ぜ涸㤱 㘗ꂊ䏅 㔋㷍ꂊ䏅鸑鵂瑟ꢂ霃雦ㄤ孞孧蠒鸣 㕂嶊餩罏䌄勻Ⰼ倝涸㤱 낉կ 匆䊜銯廩鴝 涸㔋㷍ꂊ䏅 㼆用罜絡 Ⱒ禹涸礵㦪椚鍒կ 罜 嵳嵙 涸ꂊ䏅 ⴭ 傞넹ծ 넞ㅷ餘䧭 㺂ꝡ鵂涸 困鷥䭊盗➃ 偽岁溏錛歏㶩霃㢊 涸 蓿晙 鵯 㧎烯 雩 薉暵㼷僽 欰崞 〳䧴緃涸ㅷ晥 կ 歲剒㣐涸 碫佅 劼匬 㕂Ꜿ翫僽嶊餩罏 饆 猌 䒓 涸ㅷ晥կ 㽴盗 Visa 㖈Ⰼ椕䭆剣剒䎛岌涸Ꜿ遤 緸絞 䔲 㕂嶊 佞䗱կ 湡 Ꜿ翫䊺絑涬䔶Ⰼ椕Ⱏ162 㕂㹻 䖤嶊餩罏偽雿㖈 㕂ⰻ㢪 腊刿倰 偽烯㖑㸤䧭佅 կ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 匧䏞 㹊 匧䏞 㹊 䌄勻杝暵 䌄勻杝暵 㨤絊 倝 㨤絊 倝 䪄满 嶊餩罏 䪄满 嶊餩罏 21
22 17 30 5.4%
23 18 19 20 APP Windows Office 30%
24 21 22
25 23 24 VIVO Vivo Vivo Vivo Vivo 20182022
26 25 26 27 RIOT GAMES 2016 AppleFitbit 50 15 1.1 2000
27 28 QQ 29 QQ QQ QQ8.61 2.66 AR QQ 500 3 3005
28 30 31 Tesco (dunnhumby)
29 32 33 5 20 520
30 34 35 6 11 W 1 9
31 36 37 38 8 74%6 Visa VisaVisa Visa Visa VISA
32 39 OPPO Oppo Android AppleOppo 650020 9 10
Prophet 䢴 ㅷ晥湱Ⱒ䚍䭷侨 / ㅷ晥 䔂 prophet.cn 40 繠㔙 41 㣐 挿霉 忘駈 ⴗ欰崞䨾 㕂➃涸繠굹欰崞䭷 䎃䲀ⴀ䩧鲨ㄤ假遤剪 劍劅鸑鵂 呔ざ㹆涸넞畮剪 㟞 ⱗ귬껧霉雿涸緸畀 嶊餩罏鵮腊鸑鵂歏㶩蝲 湬䱹ぢ껎껧 կꤑ姼 繠㔙 㔙餝ㄤ㢪 ➃擿濼 䎇姻㖈 㕂ⵄ嶹〳錜涸O2O䋑 㖞 䖤 䌏կ ꤑ 㖈㢪 䋑㖞 饒䖤40%涸 剣桧7 繠㔙 㖈 ㅷ晥 կ 繠㔙姻㤃 㼜 ㅷ絁 㢪 䬪㾝ⵌぐ碫欰崞䨾 կ 歋 絁 䋑㖞 侮 䋑㖞80% 涸Ꝉ 괄 繠 㔙姻 䲿넞荈䊹涸腊錛䏞կ 䩧鸣絾ざ涸欰崞䎂〵 繠㔙 㖈 䎃 剢䒓霃껷㹻絁 嚋䙁䏅 嶊餩罏〳 欽䩛劼鲱 㖈 䏅ⰻ餝 傈欽勇餗 嵳 ㅷ8կ ꥥ满馊勻馊㢴嶊餩罏劍劅欽猰䪮 欰崞刿 ⵄ 㣐 挿霉 㸐涸㨡 㧵Ⱆ 繠㔙 呋 姻㖈鴽鸟䒊用ㅷ晥湱Ⱒ䚍կ㣐 挿霉 ➑➑ 僽꺢㹐 㢪 㣐 挿霉姻獤匧䩧鸣 Ⰼ倰 涸剪 䎂〵կ嫦䔲➃ 䟝銳㼊䪪 餘涸귬 ծ㬛 ծ繠㺂䧴ⱖ㸐剪 傞 㣐 挿霉䗳搬僽㣐㹻涸 ㅐ霧 㼆韌 կ䧮 㣐〳 霹 㣐 挿霉 ➑僽 䎂〵 刿僽 爢 䧴罏 ⱗ絛 㕂➃涸䭷 կ㸐䧭 涸Ⱒꝶ㖈 鷳僈ծ 䖤 饆 곭㼋惐崨կ 㣐 挿霉僽ぐ碫넞餘ꆀ剪 涸 畀䒭翸㾀㖑 罜ꥥ满㸐䪾緸絞䬪㾝ⵌ 岲㕂ծ䊼랫ծ 侚瘝 妅鵓涸㢪㕂㙹䋑 㕂嶊餩罏㽠腊 〳 涸䭷 ㄤ䲀虛 劥㖑➃ 呋假遤կ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 匧䏞 㹊 匧䏞 㹊 䌄勻杝暵 䌄勻杝暵 㨤絊 倝 㨤絊 倝 䪄满 嶊餩罏 䪄满 嶊餩罏 33
34 42 43 34% 5000 S 9 10
35 44 45 AIRBNB 2 5000 QQ 11 Airbnb1212 80% 35 2016Airbnb142%13 Airbnb Airbnb
Prophet 䢴 ㅷ晥湱Ⱒ䚍䭷侨 / ㅷ晥 䔂 prophet.cn 46 XBOX 劍䖉涸康䧬劼 㽴盗馊勻馊㢴康䧬昶㥩罏 妅㖈歏腰ծ暵ⵆ僽䩛劼 梖康䧬 Xbox 搬㖈鴽鸟饒䖤Ⱒ岤կ 梖㹻 姻㼆㣔躠雦ⴢ(Project Scorpio)涸 䋒绬껷 湹կ 鵯僽 Xbox㼜 䎃䏀䲀ⴀ涸 妴 腊䔂㣐涸倝㘗康䧬劼 罜 㕂㼜䧭 Ⰼ椕껷 䋑㖞 կ Xbox 㖈獤匧衅㖑 㕂կ 㸐䫏餴涸涰㹻ざⰖ 姻䒓㾝 䌐 㕂康䧬ぢ嵳㢪 㾝 䎇 妅鵓涸㢪㕂康䧬䲿 ꛏ㼆 俒䋑㖞涸劥㖑 剪 կ 47 厣䝝ꂊ䏅 㤱 礵ㅷ 굥㣢姻渿 厣䝝ꂊ䏅 㤱 ծ傞넹ծ 餤涸剪 姻䧭 剒 妅鵓涸礵ㅷꂊ䏅 կ㸐乲 㖈偫 涸ぐ ꂊ䏅 㼜䔲㖑俒 輑Ⰶ霃雦ㄤ剪 涸嫦 絈蒜 罜䒊 用饰㤱 俒 ㅷ晥涸䕎韌կ 刿 㸐ⴀ碫䬬蟋涸僽祃ざ劥㖑俒 露㞯ծ餤䗱涸 ➃ 剪 㥵卓䝠ㄤ㷛㶩 饰假遤 齡 㽠 㖈㹐䨻ꅽ䪪ⵌ孞椕ծ㮰䎓 尛 嵮ꪪ 邍爙妅鵓Ⰶ 涸擔枾梖 蕯䟝銳佞匠魧䗱 齡㣐〳㖈偽鴝歲涸韝 岷寑ꅽ歧康ծ㖈㣖匧ꤎꅽ 㣐䋗 饰絅 䧴 歋 䋗䲿 涸Spa毫玐կ 厣䝝ꂊ䏅 礵㦪涸霃雦ㄤ絈荝涸剪 㖈 䞔䠭翫絕 ⵄ䚍 倰 㽍Ⱖ ⵌ 䎃嶊餩罏涸獦饎կ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 㔋 ㅷ晥湱Ⱒ䚍 ⴭ 匧䏞 㹊 匧䏞 㹊 䌄勻杝暵 䌄勻杝暵 㨤絊 倝 㨤絊 倝 䪄满 嶊餩罏 䪄满 嶊餩罏 36
37 H&M 48 49 50 49% 36 H&M 50 H&M H&M H&M 50 ATM APP
38
39 1. 8 9 1841
40 35 10 37 2.
41 3. 14 1 33
42 4. 26 O2O Oppo35 20 6500 31
43 5. 12 16 162 9
44
45 Brand Relevance Index
46 Prophet 30 Prophet 235 30 2017 3 The Rise of China s New Consumer Class
47 Prophet 3475 Piedmont Road Suite 1650 Atlanta, GA 30305 USA (404) 812-4130 13/F, One Hysan Avenue, Causeway Bay Hong Kong +852 2528 0983 1801 East Cary Street Suite 300 Richmond, VA 23223 (804) 644-2200 Talstrasse 83 8001 Zürich Switzerland +41 44 218 7810 (Leon Zhang) Prophet lzhang@prophet.com (Summer Xia) Prophet sxia@prophet.com Oranienburger Straße 66 10117 Berlin-Mitte Germany +49 30 847 107 80 564 W Randolph St. Suite 700 Chicago IL 60661 (312) 879-1930 10 Bedford Street London WC2E 9HE United Kingdom +44 207 836 5885 160 Fifth Avenue Fifth Floor New York, NY 10010 USA (212) 244-1116 One Bush Street Seventh Floor San Francisco, CA 94104 USA (415) 677-0909 696 Weihai Road, Floor 2, Suite 410, Jing an District, Shanghai 200041, PR China +86 21 60878697 40 SSI SSI 90SSI 4020 SSI 3,500 www.surveysampling.com
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