2019 China Top 100 Brand Value Rankings List adheres to brand standards to win the acknowledgment and trust of more brand professionals and achieve the China Brand Value Network(www.bvrcn.com) trusted by Chinese consumers.

On the recently released 2019 China Top 100 Brand Value Rankings List, China Mobile ranked No. 5 with brand value of 370.835 billion yuan. Compared with 365.748 billion yuan in 2018, China mobile took the fifth place with an increase rate of 1.4%.

China Mobile Communications Group Company Limited (hereinafter referred to as “China Mobile”, “the Group”, “the Company”) was founded on April 20, 2000, with registered capital of 3,000 billion yuan and assets of more than 1.72 trillion yuan. It is a leading telecommunication operation enterprise in network, customer and market value scale in the world. China Mobile thoroughly implements the spirit of the 19th CPC National Congress to remain true to our original aspiration and keep our mission firmly in mind, adhere to the guide of the idea of socialism with Chinese characteristic in the new era from President Xi Jinping and the new development concept of “innovation, coordination, green, open and sharing”. The group actively builds a high-speed, mobility, security, ubiquitous, intelligent next-generation information infrastructure, and vigorously promote 5G, networking, big data, cloud computing, artificial intelligence and other advanced technology to innovate and develop new business model, and strive to build a world-class enterprise with global competitiveness, helping to build a more inclusive, more sustainable intelligent society.

On January 30, China Mobile joins hands with Huawei Technologies Co., Ltd. and State Power Investment Corporation Limited (hereinafter referred to as SPIC) to complete the  end to end  service verification for the country’s first 5G network-based, multi-scene intelligent power plant in Jiangxi photovoltaic power plant in order to build wireless, unmanned, interconnected and interactive intelligent station, which is an important breakthrough in the application of 5G technology in intelligent energy industry. With the support of super-high bandwidth, ultra-low latency and ultra-reliable 5G network from China Mobile, four intelligent energy application scenarios are realized such as unmanned ariel vehicle(UAV) inspection,  robot inspection, intelligent security and individual operation. In the scenarios of UAV inspection and robot inspection, SCPI conducted inspection operation by controlling the UAV and robot in Gongqing photovoltaic power plant in Jiujiang through application platform in integrated control center in Nanchang.  Real-time high resolution video and audio of UAV and robot inspection on power plant fieldd were transferred back to integration center in Nanchang, which realized the data transfer from wired to wireless and equipment operation from field to remote. In the intelligent security scenario,panoramic high-definition cameras are used to achieve real-time  station monitoring and integrated environmental control. In the individual operation scenario,  through video, audio and positioning function of the wearable intelligent equipment, experts in Nanchang are able to provide remote operation instruction to the maintenance and repair staffs at the power station site. China Mobile has initiated the 5G Energy Internet Union, and based on this union, China Mobile will be able to unite more partners in energy industry to conduct application cooperation in 5G vertical industries, which will assist the development of energy Internet. 

China Mobile has always been adhering to the tenet of “fulfilling social responsibility, sharing a better life". In the last decade, emergency communication support of all types were provided more than 41,000 times. Through “demonstration project Broadband rural” and “ Universal Telecommunication Service Project”, China mobile has completed broadband coverage for a total of 35,000 villages. Through implementation of counterpart support and targeted poverty alleviation to benefit the people, the accurate poverty alleviation system developed by the group  covered 6.97million people in poverty and 408,000 officials in the poverty alleviation front line.  Through “Blue Dream” and “A loving heart” projects, China Mobile has accumulatively provided training for 100,400 principals in Midwest rural areas, and helped to cure 4498 children with congenital heart disease who are in poverty condition. By executing the “Green Action Plan”, the comprehensive energy consumption per unit of information flow in 2017 has experienced a year on year reduction of 40% with a yearly accumulative power consumption saving of 2.14 billion degrees. By constantly improving the level of compliance operations, China Mobile achieved full coverage of embedded integrity risk control mechanism. “Happy 1 +1” campaign and EAP plans provided support for employees to advocate healthy lifestyle and  relieve work stress.

The achievement of sustainable development by China Mobile in 2017 were acknowledged by different parties, and it was selected by Daw Jones Sustainability Index for ten consecutive years.

China Mobile has made breakthrough in fire safety with IoT support. Fire rescue work is generally facing problems such as the daily collection of information can not be quickly used for fire fighting, disaster and surrounding environment information can not be efficiently transferred,  backstage conduct detached from the real condition of the live scene, etc. In this regard, China Mobile Jiangsu company comprehensively utilized geographic information, IoT, 4G communications technology, etc, and launched the “Fire Watch Training and Operational Command Platform” which visualized real-time command and operations. This strongly supported the fire rescue command, and provided more safety guarantees for front-line fire fighters. At 11:29 on January 7, 2017, a plush toy factory at No. 2, Shuang Road, Hanjiang District, Yangzhou city caught on fire. Using the new command system, the command center mobilized 16 fire engines and 54 fire officers and soldiers rushing to the scene within 20 minutes; operational deployment was completed within 8minutes; 2 strangled people were rescued in 12 minutes; the fire fighting and rescue missions were completed in 2 hours. With the new system putting into use, the average fire rescue time for each fire accident was shorten by  one-third, and the operational efficiency was enhanced by 50%. Currently, the province’s 13 cities all have access to the alarm system, processing 8,387 fire cases annually. In the future, we will introduce unmanned aerial vehicles,  thermal big data analysis, narrow-band networking and other technology for on-site detection, command and decision support, providing a more secure protection for fire fighters and the people. 

China Mobile has always been adhering to the principle of pluralism and non-discrimination, supporting equal employment rights, and actively safeguard the legal rights and interests of its employees. The company gradually improves employee incentive mechanism and strengthens core competency training on new technology and new businesses.
It promotes work-life balance and strives to create a warm and harmonious working environment for employees. Everyone in the company sticks together and helps each other to promote the transformation and development of the company. The company has won the Best Graduates Talent Seeker “Bole” Award in HR Selection Awards in Greater China 2017.

By building different function categories and career development levels, the company has set up diverse career development paths that match with the career system and interact with the salary system. By completing the human resource management system, people and position matching is improved, and the activity of the staff in work is elevated. A mluti-layer and diverse incentive system has been set up. For management staff, the structure of the salary system is adjusted, and the proportion of the pay-for-performance is increased to strengthen the salary disparity; for front-line staff,  a quantified performance based salary system is implemented, which makes the pay-for-performance connect with the working performance and encourages the idea of “work more and get more”; for key backbone staff, the salary resources inclination is augmented to reinforce key human resources retention. In terms of optimization of assessment and development mechanism for professional and technical personnel, the company has established an H type development channel for management, professional and technical personnel.  Systematic mechanisms of expert classification, assessment and dynamic optimization of expert pool have been set up to gradually improve the position qualification system of technical personnel. At the same time, China Mobile selected excellent staff which can represent China Mobile, communication industry and central enterprises by continuously organizing and developing activities like the “the most beautiful China Mobile staff” to enlarge the influence of the typical outstanding individuals of the company and reinforce the employee incentive effect. By the end of 2017, through the company’s internal “Double Innovation” incubator and proposition type activities, nearly 500 employees are settled in the “Joint Innovation Space”. Of the incubated projects inside the company, about 10% of the staff are borrowed or transferred to other companies, which blazed the trail for new channels on human resource communication and introduction between companies.

China Mobile constantly improves its training management system. By strengthening core capability fostering on new technologies and businesses, the company strives to keep the human resource advantages to serve the requirement on core business capabilities for the company’s transformational development and continuously elevate the company’s competitiveness and sustainable development.

In the aspect of business operation, China Mobile has shown good financial performance, and it is on a continued steady upward trend. Its financial indexes perfectly explained the influence and operation achievement brought by its brand strength.

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 7%, thus, the brand income(BCF) has decreased by 18.69% 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 decrease in brand strength score; the overall average net asset income of the communication 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. Although  this is different with other companies on the list, we still decide to reflect the true brand value of this company based on our scientific, prudent and honest valuation principle.

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 unlisted and potential companies provide their brand information and data to gain acknowledgment from more consumers. We will  successively release our resources of China Brand Value Network(www.bvrcn.com) to disseminate brand vale and share brand news from diverse angles and channels.

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”.

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.

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. This is exemplified that 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 present 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 welcome 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.

Part I: Basic information

Primarily includes: business name, business(product) main brand name, business(product) brand identity, all product and trademark under the enterprise, enterprise  nature, listing condition, stock code, main product and its proportion, registration time and address, employees, mailing address, official website, etc.

Part II: Comprehensive Index System

Mainly include:  brand leadership (industry environment, industry position, market position), product and service quality (level of quality, service, credit quality, quality management), innovation (innovation management, special protection, innovation investment, and innovation results , management innovation), the legal rights (policies and regulations, trademark registration, protection situation, awards), brand building (brand culture, brand management mechanism, crisis management, brand investment, brand position, brand extension capabilities, market impact), social liability (employee care, social responsibility system construction, economic contribution, ecology contribution, social contributions)

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