北大报告：线上消费品牌指数稳定上升，品牌消费持续增长

Core Insights - The report from Peking University's National School of Development presents the first online consumption brand index based on real consumer data, indicating a stable growth trend in consumption quality in China from 2023 to 2025 [1][2] Group 1: Consumption Quality Trends - The Chinese online consumption brand index is projected to increase from 59.42 in Q1 2023 to 63.38 in Q1 2025, reflecting an average brand score increase of nearly 4 points [1] - The jewelry brand consumption index is expected to rise by nearly 8 points over two years, with emerging brands like Laopu Gold achieving significant sales growth [4][5] Group 2: Brand Performance - The top brands in the online consumption index include Huawei, Xiaomi, and Apple, with scores ranging from 95.30 to 87.46 for the top ten brands [4] - New toy brands such as Blokus and Light and Night have entered the top 500 brand list, indicating a shift in consumer preferences towards emotional and healing experiences [5] Group 3: Policy and Regional Insights - National subsidies have significantly boosted the consumption quality, particularly in home improvement and appliance sectors, with indices showing growth of around 5 points [7] - The report highlights a rapid growth in the consumption brand index in western regions, attributed to e-commerce initiatives like the "Xinjiang Free Shipping" campaign [7]