The 2019 China Top 100 Brand Value Rankings List adheres to brand standards to win the acknowledgment and trust of more brand professionals and  build China Brand Value Network that trusted by Chinese consumers.

Recently  the 2019 China Top 100 Brand Value Rankings List was published by China Brand Value Network(www.bvrcn.com) and Peking University China Brand Valuation Standard Research Platform. China Construction Bank(hereinafter referred to as CCB) took the fourth place on the List with a brand value of 383.909 billion yuan. Compared with last year, which is 375.791 billion yuan, this year the brand value of CCB increased by 2.16 pct. The increase of its brand value is conspicuous.

With 64 years of operation history, the total assets of CCB reached 22.12 trillion yuan with a yearly tax contribution of 61.939 billion yuan. CCB has been adhering to the core value of “honest, fair, stable, innovating” to provide customers with better services, create greater value for shareholders,  build broader development platform for employees, undertake social responsibility as a comprehensive corporate citizenship, and to build a world first class bank group with the most value creation capability. 

In recent years, the state introduced a number of initiatives to vigorously promote the development of the rental housing market in order to advance China’s housing market “promote both house renting and purchasing market”. Lianjia Research Institute released a report, showing that, by 2025 China’s housing rental market size (total rent) will jump to 3 trillion yuan. Facing with a broad market, CCB started to enter the house renting market from last year. Statistics show that at present, the average amount of the “Anju Loan” issued by CCB is about 44 thousand yuan. The lease contract period that is longer than 1 year reached 70%. The president of CCB, Mr. Wang Zuji explains that banks should play the role of resource integration, and build the rental market together with professional agents. By paying the rentals directly to the landlord through the service platform, it strongly stabilized the rental period and price.

More and more banks are entering the rental market, but most of the banks launch their products based on financial services. The major differences between CCB and other market players are on the involvement of the construction and organization of house renting facilities, the provision of IT services for every aspect of house renting services and the support of effective tools and methods to the government on supervision of rental market. On the one hand CCB uses credit to help tenants with the long-term lease capital, and on the other hand cooperates with the government, housing enterprises, agents, and individuals to get numerous stable housing resources. Solving the demand problem on the one hand, and the supply problem on the other, it is more helpful for the common development of long-term rental market of more market players. Not only did CCB provide transparent environment for housing rental transactions, but also corresponding management system for government public housing services and renting service companies and market analysis and dynamic supervision data for relevant regulatory authorities. At present, the regulatory system has been put online and operated in 278 cities.

Experts said that regulatory and service system can help the government manage the rental market, cracking down on fake housing resources and black agents, effectively solve the housing renting problems on house quality and genuineness, which created conditions for the implementation of “renting and purchasing have the same rights”. 

CCB has fully adopted the technology of face recognition, intelligent robot  involved services accounts for 98.96% of its total services provided. By connecting more than 30 products system components and with the help of new generation core system and financial technology, the fully-online product of “mini & swift loan”  is launched, by which customers can use self-service through online banking, mobile banking, etc., while taking advantage of big data technologies and allowing customers to enjoy fully online financing services such as swift approval, swift verification and swift release. This realized revolutionary breakthrough in traditional small business credit operation process and effectively met the financing requirements of small businesses on “short, small, swift, scattered” , integration and analysis of information from small and micro businesses and owners of small and micro businesses and services that are greater(more customers), better(better experiences), faster(faster speed) and more economically(saving cost).  Smart customer service application “Xiao Wei” has accumulatively provided services for more than 1.9 billion person-time with daily average of 4 million person-time.  

Financing benefits the people, and the financial tool “Yu Nong Tong” showed its glamor. Facing farmers and providing finance and non-finance services, “Yu Nong Tong” is an extended service channel of CCB. Relying the “Yu Nong Tong” platform from CCB head office, each CCB branch actively explores inclusive finance mode, effectively practices inclusive finance and improves rural finance environment. By the end of 2017, nearly 90,000 “Yu Min Tong” inclusive finance service points have been established, and about 6 million farmers are enjoying the convenience brought by CCB’s “Yu Min Tong” service.

Doctors and Patients’ Helper “Kuai Zhen Tong” relieved and benefited people. Relying on CCB Wechat public account and online pay system, “Kuai Zhen Tong”  provides one-stop online mecial services, such as online filing, appointment registration and re-examination appointment. “Kuai Zhen Tong”  provides three convenience: firstly, broad range of benefited people, anyone with a “UnionPay” bank card can use this service; secondly, it saves time and efforts by providing fully online operation access which need no back-and-forth visits; thirdly, with matured QR code technology, it makes appointment convenient, easy and safe.

“Happy Life, Cloud service” platform provides mutual benefit and win-win opportunity with intelligence. Through website, online bank, mobile bank, Wechat, SMS, cash and other multiple channel, the “Happy Life, Cloud service” platform provides one-stop service for customers, such as payment notice, rapid payment, payment record query, etc. It is also capable of providing integrated financial and non-financial solutions for third-party merchant, such as payment order management, capital settlement, featured industry management.

From the early days, CCB has focused on common customer’s experience and demand, and continuously innovated and improved business procedure, actively explored consumption and financial market, strived to improve service quality and capability. Striving to provide better financial services for “Three Rural Issues” , “Western Development” and other sectors in people’s livelihood, CCB also combines its business development with supporting national economic development and promoting the improvement of people’s livelihood, and prioritize the development of financial business for small companies.  CCB truly becomes the bank for the mass and a bank promoting people’s livelihood. 

Brand value evaluation standard is based on seven dimensions, 34 categories of elements and more than 80 indexes in brand leadership, product, quality of service, creativity, legal rights, brand building, social responsibility and financial performance. It established a relatively complete comprehensive index system, and truly focused on the regular pattern and condition of the brand system operation and future development trend. And then, it conducts prudent, exhaustive and comprehensive evaluation on the aspects of the formation, subsistence and development, brand benefit, etc.

Firstly, changes in the underlying financial data leads to changes on financial assessment data and value of indicators as follows:

Note: in which the increase of tangible assets income leads to decrease of intangible assets income. The ratio of income brought by the brand factor to intangible asset income has reduced by 1.5%, thus, the brand income(BCF) has decreased by 7.73% compared to last year.

Secondly, the difference in historical brand income, such as the difference in 2017 and 2016 leads to the difference in the forecast brand income.

Thirdly, the industry's average return on assets Z, brand strength scores, brand strength coefficient, discount rates, etc., ultimately led to changes in brand value. Details are as follows: 

Note: in which changes in the underlying financial data and brand strength, resulting in a slight increase in brand strength score; the overall average net asset income of the banking industry decreased; the selected forecasting increasing rate of brand income are the minimum increase rate, thus, this year, the last three years  historical average increase value is selected, rather than the average value of last three years historical increase rate, which improved the accuracy of the results.

The predicted brand revenue is different, so when the discount rate and the income period are determined, the discounted value of the brand income is naturally different, that is, the brand value is different.

It can be seen that the financial data of the enterprise is different if we choose different time to conduct the valuation.The brand strength score also changes with time. The result of the calculation for brand valuation will be different if all the relevant data is different, such as differences on average industry return on assets, brand sharing rate, predicted future increase rate of brand income. Note: China Brand Value Network(www.bvrcn.com) continues to keep a close eye on the brand building of the listed brands, and welcomes people from brand, business, consumer, and media sectors to pay attention to the brand of Chinese companies. We will continue to analyze any changes of the companies on the China Top 100 Brand Value Rankings List.In the meanwhile, We also welcome well-known domestic and oversea companies provide their brand information and data to gain acknowledgment from more consumers. China Brand Value Network(www.bvrcn.com) will use its own resources to promote brand value and share brand information from all angles and with every promotion channel.

Note: with the integration and association of pragmatic and professional brand planning companies, celebrities from brand valuation sector,, China Brand Value Network(www.bvrcn.com) jointly released 2019 China top 100 brand value rankings with  project group of Peking University China Brand Valuation Standard Research Platform, experts and scholars.

On the basis of comprehensive, scientific, independent survey and in-depth research and reasoning to the development of brand value, the project group of Peking China Brand Valuation Standard Research Platform preliminarily established “Peking University China Brand Valuation Standard”.

Adhering to the principles of corporate sustainable operation, economic value, expected income, and financial stability, based on the public data from last four years and prior, combined with field research and consumer research data, market data, the project group conducted detailed data collection research in seven dimensional systems.

According to the international common practice on brand valuation, the relationship between brand strength and brand revenue risk is established. The discount rate applicable to future brand income is converted from the brand strength score, with which the stable and reliable brand earnings brought in later by the brand is forecasted. The brand value is calculated using the presen value of excess income method.

In the process of valuation, hundreds of professional experts and scholars, senior company management are invited to appraise and select the candidate brands which published their financial information. The procedure of the valuation is scientific and prudent. The acquisition of some indicators cannot completely adopt an objective method, and it is necessary to rely on expert research methods such as expert ratings or consumer surveys with certain subjective components. Therefore, although the brand valuation strives to be objective, we still need to treat the evaluation results with a relative and dynamic thinking. Generally speaking, this is a set of brand valuation methods that are continuously being checked and repeatedly reasoned and strive for objective, fair and scientific.

We hope that the listed companies get close contact with the China Brand Value Network, so that more key information such as brand dynamics, innovation and core competitiveness can be shared with them, by which we can timely update the valuation results and ensure a up-to-date communication.

You can provide the following information:

Brand origin, brand establishment time, brand core competitiveness, international sales scope, sales in China, awards, business license, company profile, patents, non-patent technology, intellectual property documents, trademarks, registration certificates, registration documents, brand building status, marketing situation, production and operation situation, research and development, industry situation, financial situation, social responsibility performance, corporate (corporate leadership) image publicity materials, innovation, brand slogan, etc.

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