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Beijing brand Assets Appraisal Co., LTD
corporation
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Beijing famous brand Assets Appraisal Co., Ltd. was in February 1995
State Administration of State-owned Assets
Approved to be established, directly under the management of China Asset Appraisal Association, qualified to carry out nationwide overall assets, land, houses, equipment and other tangible assets and brand, trademark, patent, franchise, marketing network, planning projects, human resources and other intangible assets evaluation of professional appraisal institutions, enjoy high influence, status and credibility in the national appraisal community. It is also the only professional institution engaged in the comparative study of brand value in China.
- Company name
- Beijing brand Assets Appraisal Co., LTD
- Establishment time
- February 1995
- Headquarters location
- Beijing, China
- Business scope
- Comparative study of brand value
- Unified social credit code:
- 91110105101314308K
- Organization Code:
- 101314308
- Registration Number:
- 110000000155898
- Business status:
- Start business
- Company Type:
- Limited liability company (invested or controlled by natural person)
- Date of establishment:
- February 14, 1995
- Legal representative:
- Liu Yucheng
- Business term:
- 17 May 2000
- Registered capital:
- 1 million (Yuan)
- Audit/Annual Inspection Date:
- March 29, 2023
- Registration authority:
- Beijing Chaoyang district market supervision Administration
- Company Address:
- Room 2011, Building D, Modern City, 88 Jianguo Road, Chaoyang District, Beijing
Business scope:
Engage in all kinds of individual asset evaluation, enterprise overall asset evaluation, other asset evaluation or project evaluation required by the market; Enterprise management consulting; Health management (except for medical activities subject to approval); Organize cultural and artistic exchanges (excluding performances). (Market entities independently choose business projects and carry out business activities in accordance with the law; As well as projects subject to approval according to law, business activities shall be carried out in accordance with the approved contents after approval by relevant departments; They shall not engage in business activities of items prohibited and restricted by the national and municipal industrial policies.
catalogue
Different from the general evaluation company, the company has a very clear service positioning since its establishment: to study the connotation of brand value, promote the capitalization of brand value through brand value evaluation, and make the brand become the most valuable asset.
Launched in - unprecedented Chinese quality miles
The China Quality Miles Campaign, a joint effort by Chinese media, has kicked off a campaign to crack down on counterfeits and protect famous brands. In addition, international brands have entered China on a large scale, which has triggered the ambition of Chinese companies to create domestic brands.
In March 1993, Mr. Ai Feng, the general consultant of the company and then director of the organizing committee of the China Quality Miles, gave Zhu Rongji (then Vice Premier of The State Council) and Bo Lao "some ideas for in-depth development of the 'China Quality Miles' activity", suggesting that starting from the trademark, strengthening the work on intellectual property rights, learning from international practices, and adding value to China's own brands. Vice Premier Zhu and Bo Lao agreed and gave instructions. Therefore, after two years of preparation, approved by the State Administration of State-owned Assets, in February 1995, Beijing famous brand Assets Appraisal Firm was registered and established (later restructured into a limited company in accordance with the requirements of the state).
Determined to - promote Chinese enterprises to create a world famous brand
In accordance with the idea and the spirit of instructions, the company from the beginning of its establishment, that is, fully devoted to the study of the connotation of brand value, and how to shorten the gap with international brands, improve the quality of the brand
Brand influence
Among. Drawing on international practice, it tracks the most influential brands in China's market once a year, and releases the report of China's most valuable brands for 16 consecutive years. The research results have become an important reference for domestic and foreign and social circles to understand the development of China's economy and famous brands. Every year, hundreds of domestic and foreign media report, quote and comment. Especially in guiding brand consumption and brand investment, it has played a positive role, effectively promoting the market to the brand concentration. The most valuable brands in China have developed over the past decade and their market share has reached 15-30%. In 2008 and 2009, the Chinese brand value was successfully released in New York for two consecutive years, which improved the influence of Chinese brands overseas.
Serve -- top brands in the Chinese industry
The company's position is very clear: to reveal the value of the industry's leading brand and make the brand the most valuable asset.
The main customers are famous brand enterprises with industry leadership and outstanding brand value in the domestic market, including Haier, Lenovo, Wuliangye, TCL, Gome and other nearly 100 influential brand enterprises in China. Focus on the brand, trademark, patent, marketing network and other intangible assets evaluation, and through the annual ranking of China's most valuable brands released, highlight the status of industry leading brands, effectively promote the market to the most valuable brand concentration. Promote enterprises in the capital operation, successfully through the brand and other intangible assets merger or asset reorganization, to achieve capital expansion and brand expansion.
Leading in the field of Chinese brand value evaluation
Due to the long-term implementation of planned economy, the understanding of intangible assets such as brands in all sectors of Chinese society lags far behind that of developed countries, so that in the early stage of reform and opening up, they unconditionally gave up their own brands in joint ventures and took pride in using international brands.
In 1995, we first put forward in China: brand is the most valuable asset! The research report on China's most valuable brands was released for the first time in China, making Chinese brands have a quantified value for the first time, and arousing the attention of Chinese enterprises and all sectors of society to brand equity.
For 16 consecutive years, I have tracked the most influential domestic brands such as Haier, Lenovo, TCL and Wuliangye, and accumulated a lot of experience in brand evaluation.
A total of nearly a thousand brands have been evaluated, and the database of the most influential enterprises (brands) in China has been established.
It has formed a reference system for domestic brand value evaluation, and the evaluated brand value has become a measure of China at home and abroad
Brand influence
The standard.
Established a special brand value evaluation system, analysis standards.
Created an industry modification system to make a difference
Industry brand
Can be compared with each other.
The company has a professional team with a complete range of registered asset appraiser qualifications, accountants, economists, mechanical/electrical/construction engineers and other professional and technical personnel, as well as a group of expert consultants with great influence in various economic fields.
"China's best-selling Brand" - The Ministry of Commerce launched the "China Brand Miles" activity outcome project.
"Status Quo, Problems and Countermeasures of Brand operation in China" -- Project of National Social Science Fund in cooperation with Renmin University.
"National Tobacco Brand Strategy" - Participating in the National Social Science Fund project undertaken by the National Tobacco Administration.
"China Real Estate Brand Value Ranking" - Cooperation with China Real Estate News.
The "China Brand Value Report" and "Brand Value" published successively is the summary of the company's brand value research over the years, and it is also the first material and literature collection in China that uses quantitative analysis method to study the connotation and development law of famous brands. It has become an important basis for the research, development and measurement of brands in all walks of life in China. It is also an important reference for the study of intangible assets evaluation theory in China.
After 16 years of research and release, China's most valuable brand has become very influential at home and abroad. People often ask, how did you come up with this idea? In fact, this research is the inevitable development of China's market economy, we just opened the precedent, to be the first to eat crabs.
In 1994, the ranking of the world's most valuable brands published by Financial World magazine in the United States was first spread to China through Xinhua News Agency. then
Coca-Cola
The brand value is 35.95 billion US dollars, and the Marlboro brand value is 33.045 billion US dollars, which makes the Chinese people shocked.
How much is our Chinese famous brand worth? Ai Feng, director of the organizing committee of the China Quality Miles at that time, suggested to the central government that the China Quality Miles should be promoted in two wings while fighting counterfeits. It is necessary to measure the value of China's own famous brands, establish the awareness of famous brands, and enhance international competitiveness. Thus the birth of Beijing famous brand assets appraisal firm (Beijing famous brand Assets Appraisal Co., LTD.). In line with the purpose of studying the value connotation and development law of famous brands, guiding and promoting Chinese enterprises to create world famous brands, based on the evaluation method of the world's most valuable brands, the brand Evaluation Institute selects consumer categories according to the sales revenue and profit rankings of 500 enterprises in China and 200 enterprises in light industry for three consecutive years from 1992 to 1994. And can provide financial status and other information of enterprises to conduct research. At the beginning of 1996, according to the research results, 80 brands were selected as the '95 most valuable brands in China to be released.
In this way, for the first time, China's own brands have their own value and a basis for comparison with international brands. At that time, the research conclusion is: Chinese enterprises have entered the era of brand competition; There is a big gap between Chinese famous brands and world famous brands. After the release of China's Most valuable Brand in 1995, the citation rate was very high. In China, there are hundreds of direct reports by the media every year, and the quotes from relevant researches by enterprises, experts and the government are everywhere. So that people's understanding of Chinese brands, from the general concept of no difference in the concept of various brands and other qualitative, there is a quantitative standard that can distinguish the weight and status.
Its advent has also made Chinese people sit up and take notice of China's own brands. In the vast ocean of markets, consumers have an additional standard for brand identification. It also boosts confidence in using Chinese brands.
The growth of brand sales revenue is the most representative of consumers' trust and loyalty to the brand. For more than ten years, China's most valuable brand has been in a prominent position, affecting the life and consumption of Chinese people. The average annual growth rate of about 25%, so that Chinese brands in the market position rapidly concentrated. In the field of durable consumer goods, mainly home appliances, the market concentration of Chinese brands is increasing, and the concentration of several major brands on the market has reached about 70-80%.
