Frost & Sullivan
2026年3月18日，弗若斯特沙利文（Frost & Sullivan，简称"沙利文"）与福布斯中国在上海宝格丽酒店共同圆满举办了"2026福布斯中国行业发展领创者评选荣耀盛典（2026 Forbes China Pioneer Innovators in Industry Development Selection Gala Banquet）"。同日，在中国广告协会指导下，沙利文还与国家广告研究院共同主办了"2026新时代品牌发展论坛（Brand Development Forum 2026: the Future Influencers）"。
沙利文全球总裁兼主管合伙人祖亚儒（Aroop Zutshi）为2026福布斯中国行业发展领创者评选荣耀盛典暨2026新时代品牌发展论坛致辞。
沙利文全球总裁兼主管合伙人祖亚儒(Aroop Zutshi)
以下为祖亚儒（Aroop Zutshi）致辞要点：
Hello everyone!
大家好！
A very warm welcome to all of you!
向各位致以最热烈的欢迎！
On behalf of the board of directors of Frost & Sullivan, my fellow partners all across the world, and more importantly my team here in China, I welcome you all to a very important business imperative and that’s about brand. It is getting even more and more important to get the business going in the right direction, especially in an era of technological evolution and disruption. Understanding a brand is very important and it will continue to grow in the future.
我谨代表弗若斯特沙利文董事会、全球各地合伙人、更重要的是我在中国的团队，欢迎大家参与这场关于品牌的重要企业发展核心要务分享。让业务朝着正确方向前行，正变得愈发重要，尤其是在这个技术进化与颠覆并存的时代。理解品牌至关重要，其重要性在未来还将持续提升。
One thing I can tell each one of you is that there are some major tectonic shifts that are happening and we are now at a global inflection point when it comes to brand. No.1, technology as a core brand value. Because one thing that will not change is technology, technology disruption in particular. We’ve seen the wave of AI, we’ve seen what AI has done in the shortest possible time. And trust me, as you look into the future, many such technologies are coming and they will change the mix of the business even faster than before. Every revolution that we went through over the years took anywhere between fifty to one hundred years. Now it is a matter of days weeks and months. So you have to be fully prepared for this technology evolution and technological understanding.
我想告诉大家，当下正发生着一系列重大的格局变革，在品牌领域，我们正站在全球发展的拐点。第一，将技术作为核心品牌价值。因为万变不离其宗的是技术，尤其是技术颠覆。我们亲历了人工智能的浪潮，也见证了它在极短时间内创造的价值。相信我，展望未来，还会有更多此类技术涌现，它们将以远超以往的速度改变商业格局。过去我们经历的每一次变革，耗时都在五十到一百年之间，而如今，变革的发生只需要数日、数周或数月。因此，大家必须为理解和适应这场技术进化做好充分准备。
Compressed Innovation Cycles. We are now seeing that the innovation cycles are being compressed. I just very recently realized that software development leveraging AI has changed completely with a concept called vibe coding. You and I can be a programmer now. You and I can write the demand for our products and services. You and I can talk about how the brand can be built over the long term. So you can see how things are getting compressed in the innovation cycle.
创新周期不断压缩。如今我们能清晰看到，创新的周期正被不断压缩。我最近才意识到，依托人工智能的软件开发，因AI辅助编程这一概念发生了彻底改变。现在我们每个人都能成为程序员。我们可以亲自撰写产品和服务的需求方案。我们也能共同规划品牌的长期建设路径。由此便能看出，创新周期中的各个环节正被不断压缩。
And technology as a true signal. One of the biggest shifts that we are seeing in the marketplace is that technology can give you signals much before they actually happen. In the global environment that we all live in today, it is very important to understand this.
技术成为真实的预判信号。当下市场最显著的变革之一是技术能在趋势真正到来前就为我们发出预判信号。在我们如今所处的全球化环境中，理解这一点至关重要。
But one thing I will say to everybody here in this room, one thing that hasn’t changed. People talk about change, but one thing that hasn’t changed is trust. Trust is built over time. Trust is something that is required in every part of the world. And the more your brand is trusted, the more success you will see. So there is one thing you cannot compromise, and that is building trust in your brand.
但我想对在场的每一位说，有一样东西从未改变。人们总在谈论变化，可唯有信任始终未变。信任是日积月累的沉淀，信任是世界各个角落都不可或缺的东西。品牌的信任度越高，收获的成功就越多。因此，有一件事绝不能妥协，那就是打造品牌的信任度。
This has happened over the last so many years. If you look at how post World War II, when the Germans came back, their products were not very exciting at that time, but they focused on precision and they delivered great products to the marketplace. And Swiss, German, European technologies were considered to be trustworthy and of high precision.
这一点在过去的数十年间早已得到印证。看看二战后的德国是如何复苏的，彼时其产品并无亮眼之处，但德国企业坚守精准至上，为市场奉上了高品质的产品。也正因如此，瑞士、德国等欧洲国家的技术被贴上了值得信赖、高精尖的标签。
The same happened to other countries in the world as well. Japan for example, Korea for example. You saw that most companies, most people, most consumers all across the world never looked at them very seriously. They had to work for more than two decades to confirm that they were the right players in the marketplace. And suddenly, Made in Japan, Made in Korea became very important.
世界上其他国家也经历了同样的过程。比如日本，比如韩国。曾经，全球绝大多数企业和消费者都未曾重视过这些国家的品牌，它们历经二十余年的深耕，才证明自己是市场中的合格参与者。而后，“日本制造”、“韩国制造”一夜之间变得举足轻重。
There are still many, many countries in the world that are facing this trend. Made in China, which started almost three decades ago, now has grown to a tremendous proportion. And one story I wanted to share with all of you about how this has evolved. I was very recently in the Middle East just before all of this unrest happened there. And I met a few large distributors of mobility solutions all across the Middle East. So I was in Saudi Arabia, I was in the United Arab Emirates, Oman, Kuwait, and a few other countries in the region.
如今世界上仍有许多国家正经历着这样的发展趋势。“中国制造”起步于约三十年前，如今已发展到令人瞩目的规模。我想和大家分享一个故事，讲讲这一蜕变的过程。我近期到访了中东，就在当地的动荡发生之前，我见到了中东地区多家大型移动出行解决方案经销商。我先后前往沙特阿拉伯、阿联酋、阿曼、科威特，以及该地区的其他几个国家。
And one question I asked everybody. I said what is the most trusted brand in these countries? And I was shockingly impressed that they said BYD. They didn’t name any other company, they named BYD. And I said how come? Why BYD? Why not other companies? I’m a big fan of Huawei. I’m a big fan of Xiaomi, why not them? He said they are a true car company, they deliver value for money, and my customers all of them prefer BYD. So you can see the great job that BYD has done in building that brand and building trust among consumers. That’s very, very important.
我向每个人都提出了一个问题：这些国家中最受信赖的品牌是什么？他们的答案让我既惊讶又印象深刻——比亚迪。他们没有提及任何其他企业，答案只有比亚迪。我追问为什么是比亚迪？为什么不是其他品牌？我本人是华为的忠实粉丝，也是小米的忠实粉丝，为何不是它们？对方回答比亚迪是一家纯正的车企，产品物超所值，我的所有客户都更青睐它。由此可见，比亚迪在打造品牌、赢得消费者信任方面做得极为出色。这一点，至关重要。
When I asked the same questions to Germans way back in January, I said which is the most difficult brand for you to compete against? They said in the mobility industry, again I’m afraid it is BYD. German consumers are moving from the traditional brands of Daimler, BMW, Porsche to BYD, they get great value for money. So these changes are very important. And the reason why BYD is so successful now in many parts of the world is because they have built that trust. So that’s why I say to everybody. If you are building a product, if you are building a service, if you are building solutions, building trust is the core to all of these elements. So that is one thing I’d like to share with everybody.
今年一月，我也曾向德国人提出过同样的问题：你们最难抗衡的品牌是哪一个？他们回答在移动出行领域，恐怕还是比亚迪。德国消费者正从戴姆勒、宝马、保时捷这些传统品牌转向比亚迪，只因比亚迪的产品物超所值。这些变化有着非凡的意义。比亚迪如今能在全球多地取得成功，核心原因就是它打造出了属于自己的品牌信任度。因此我想对所有人说，无论你是打造产品、搭建服务、还是设计解决方案，构建信任都是所有这些工作的核心目标。这就是我想和大家分享的一点。
As you go global, which is imperative, everybody will have to follow in the near future. Many Chinese brands are already global by nature, but I think there are many more brands that still need to take advantage of the opportunities that are out there in the global markets. And contrary to a lot of beliefs that globalization will not happen, I believe there’s a temporary pause in globalization. Eventually globalization will take on and become a force to reckoned with. So in other words, what that means is you will see a lot more brands from China that become global, and when they do that, they will dominate the markets in many, many parts of the world. So it’s not just price performance, it’s value creation. OK, that’s very important.
走向全球是必然趋势，在不久的将来所有企业都必须拥抱全球化。许多中国品牌本就具备全球化的属性，但我认为还有更多中国品牌亟待抓住全球市场的机遇。与诸多“全球化已落幕”的观点相反，我认为全球化只是进入了短暂的停滞期，最终，全球化必将重启，成为一股不可忽视的力量。换句话说，未来会有更多中国品牌走向全球，而它们一旦出海，必将在世界诸多地区的市场占据主导地位。这一切的核心从来不是单纯的性价比，而是价值创造。这一点至关重要。
At the same time, one thing that I’ll encourage everybody to remember is that there is massive technological evolution and disruption happening. Which means yes, AI is an important mega trend, it is changing everything. The important part now is to understand what are the other technologies that are going to impact the global markets. And at Frost & Sullivan, Neil and myself work with over three thousand different technologies each year, and from those three thousand technologies, we’ve identified the top fifty technologies that we think will have an impact in the next one, two, three years. I encourage all of you, if you’re interested in getting a copy of that deliverable, that report that we have published, please let us know. We’ll be very happy to share the details of that report and how you can acquire it.
同时，我想提醒大家，当下正有大量的技术进化与颠覆在同步发生。这意味着，人工智能作为一项重要的超级趋势，正在改变一切。如今的关键，是弄清还有哪些技术将影响全球市场。在沙利文，王昕博士和我每年都会研究超过三千种不同的技术，我们从这三千余种技术中筛选出了未来一到三年内，我们认为最具影响力的五十项技术。如果大家有兴趣获取我们发布的这份报告，请告知我们，我们很乐意为大家分享报告的详细信息，以及获取方式。
But that’s very important to understand as you also. About ten years ago, a decade ago, people talked about AI, but AI was not there. The moment AI came to the forefront, it changed everything we do. So this is something you all have to keep in mind. And as we look into the future with technology, you have to make sure that technology is not infrastructure, technology is an imperative that drives change. And one of the biggest benefits of technology is thanks to data you can do predictive branding. So you can see what is likely to happen, and therefore prepare your brand for that. And of course, you also have to make sure our brand while trust remains the same, presents different things in different parts of the world. So it’s a very interesting topic. Brand cannot be captured in the ten minutes that I have for this session today, but it is a fantastic topic. I’m very excited about the possibilities, and especially for companies in China, given that you have access to 1.4 billion people, you have access to a global market, you access to huge manufacturing infrastructure. I believe companies in China are poised for phenomenal success in the very near future.
而理解这些技术趋势，对品牌建设而言至关重要。十年前，人们就开始谈论人工智能，但彼时它还只是一个概念。当人工智能真正站上舞台中央，它彻底改变了我们的一切工作。这一点大家必须时刻牢记。当我们以技术为锚展望未来时，必须明确技术绝不仅仅是基础设施，更是推动变革的核心要务。依托数据，技术带来的一大核心优势，就是实现“预测性品牌建设”。我们能预判未来可能发生的趋势，从而为品牌发展做好布局。当然，我们也必须确保品牌的核心信任度始终不变，同时能在世界不同地区展现出适配当地的特质。品牌是一个宏大的话题，绝非我今天仅有的十分钟所能尽述，但它无疑是一个绝妙的议题。我对品牌发展的诸多可能性充满期待，尤其对中国企业的未来满怀信心。中国企业能触达十四亿本土消费者，能进入广阔的全球市场，还坐拥完善的大型制造体系。我坚信，在不久的将来中国企业必将取得举世瞩目的成就。
So with that, I want to welcome you all once again. I am very excited all of you are here, and I look forward to connecting with each and every one of you throughout the rest of the day. Thank you!
在此，我再次向各位表示欢迎。能与大家相聚于此，我倍感欣喜，也期待在今天接下来的时间里能与每一位嘉宾深入交流。谢谢大家！
