The sudden outbreak of the pandemic at the beginning of the year completely transformed the consumer world, redefining the relationship between consumers and brands. Many brands feel lost about their future prospects. In response, Ms. Wang Xing, CEO of Kantar China and Global President of BrandZ, shared five core lessons for building resilient brands at the 2020 BrandZ Top 100 Most Valuable Chinese Brands conference held on October 15, summarizing BrandZ's decade of brand research insights. First, premium pricing capability is a key driver of strong brands. It has become one of the most important drivers of building strong brands. In the era of the dual circulation economy, relying solely on hit products, traffic, and live streaming will become increasingly difficult. Brand-driven growth, fueled by repeat purchases driven by brand loyalty and perceived quality, will become the source of the next wave of growth. Brands with strong premium pricing capability have seen their brand value increase twice as much as ordinary brands over the past six years, which is why Moutai topped the growth rate in this year's Top 100 list. Product quality, brand differentiation, and full-chain innovation capability will determine a brand's premium space and drive future value growth. Second, iterative experience optimization drives brand value enhancement. In China, experience is king. Compared to all other countries, Chinese consumers have a strong desire for good experiences and are intolerant of mistakes. Companies are increasingly focusing on building their brand experience, from the earliest product brands to scenario-based brands, and now all top tech companies such as Microsoft, Amazon, Google, as well as China's Haier and Huawei, are thinking about how to build ecosystem brands. When a brand reaches the ecosystem stage, it requires countless ecosystem partners to meet consumer needs, turning them into lifelong users for sustainable development. Third, personalized media placement enhances marketing effectiveness. Compared to reducing budgets, next year brands should focus more on allocating budgets to more effective channels, combining content-driven online promotion with scenario-based offline communication. In the future, social media communication centered on content marketing, combined with high-frequency offline communication centered on core life scenarios, will be the two major communication trends that win brand value enhancement. Beyond the online social media platforms of WeChat, Weibo, and Douyin, Xiaohongshu and Bilibili have also become important social choices for young people. Elevator media in residential and office buildings, represented by Focus Media, which consumers pass by daily, along with cinemas and shopping malls, are core consumer touchpoints. Such media touchpoints have become increasingly meaningful for advertisers in the post-pandemic era, making them one of the few media platforms with positive growth in the context of an overall market decline in the first half of the year in China. Among the Top 100 brands on the list, the largest number have invested in digital out-of-home media; more than 80% of the Top 100 brands choose to invest in outdoor digital media (elevator media + cinema media) in addition to the internet. In the post-pandemic stage, advertising budgets have slowed down. During the recovery period, such offline scenario-based media touchpoints can better help brands ignite, driving strong brand recovery and growth. Brands like Feihe Milk Powder, Bosideng, Bestore, and Genki Forest have all significantly invested in Focus Media's elevator media, achieving counter-trend growth during the pandemic. Fourth, brand ideal, reputation, and trust are the foundation. When brands enter the public era, practicing brand ideals becomes particularly important. Brands with a good corporate reputation see their brand value grow three times faster than ordinary brands. Companies can win new consumer trust through a new trust model: integrity, identification, and inclusion—these three human factors—to implement brand ideals and build a good corporate reputation. Fifth, ride the waves and go global. This year marks the fourth year we have released the Top 50 Chinese Global Brand Builders. This list truly includes not only manufacturing companies but also many mobile game brands and fast-fashion brands. Medium-sized Chinese brands are beginning to go global, and a large number of medium-sized enterprises are at the forefront of going global. There is no turning back once you go global. Brands can use this time to refine unique products, create super desire, gradually enhance brand resilience, and make their brand part of the local culture. Ms. Wang Xing concluded by wishing all Chinese consumer brands: "Care as always, and forge ahead bravely." She looks forward to walking with all brands into the next decade to build strong Chinese-style brands. If you have a tip, we will pay 400-2000 yuan once it is adopted. If you like this article, click [Wow] and share it with friends.************************************