尼尔森解读北大CBI指数：618、双11大促成为品牌增长关键驱动

Group 1 - The core viewpoint of the report is that the Chinese online consumption brand index (CBI) shows a continuous growth trend driven by e-commerce promotions and the summer consumption peak, indicating that capturing growth opportunities during e-commerce events is crucial for global brands in the Chinese market [1][3] - The CBI index increased from 63.38 in Q1 2025 to 65.21 in Q2 2025, representing a year-on-year increase of 2.21% and a growth of 9.7% compared to the 2023 baseline, reflecting a sustained preference for branded products among Chinese consumers during promotional periods [1][3] - The report highlights that over the past ten quarters, the CBI data indicates a simultaneous increase in both the quantity and quality of consumption during e-commerce promotional periods, with consumers showing a stable expectation for shopping festivals and a preference for quality brands over generic products [1][3] Group 2 - According to the National Bureau of Statistics, the online retail sales of physical goods in Q2 2025 grew by 6.0% year-on-year, outpacing the overall retail sales growth of 5.0%, indicating sustained activity in online consumption [3] - The report notes that during major promotional events like "618", e-commerce platforms have effectively stimulated brand consumption potential by simplifying promotional rules, optimizing membership systems, and enhancing shopping experiences [3][5] - The duration of e-commerce promotional periods has significantly increased this year, with some platforms extending the promotion period from 17 days to 32 days, coupled with various incentives such as official discounts and platform red envelopes, leading to a notable increase in GMV (Gross Merchandise Value) [5] Group 3 - Nielsen's retail data shows that in Q2 2025, the fast-moving consumer goods (FMCG) sector in China experienced a 3.4% year-on-year growth across all channels, with online channels growing by an impressive 16.2% [8] - Categories such as beauty products, beverages, staple foods, and personal care items saw double-digit year-on-year growth in online sales, driving overall market growth [8] - The report emphasizes that as competition in the Chinese FMCG market intensifies, multi-layered marketing strategies have become essential for driving brand growth, focusing on understanding core consumer needs and building trust and recognition [10]