赵崇甫：一个反常识的结论，线上“贪便宜”的消费者其实更喜欢品牌

Core Insights - The article presents a counterintuitive conclusion that online consumers who seek bargains actually prefer branded products, highlighting the importance of brand as a decision-making simplifier in a complex market [1][4]. Group 1: Consumer Behavior - The Consumer Brand Index (CBI) developed by Peking University, Sun Yat-sen University, and Alibaba shows a steady increase from 59.42 in Q1 2023 to 65.17 in Q2 2025, indicating a 9.7% growth in consumer preference for higher quality and branded goods [3]. - Major promotional events, traditionally viewed as low-price battles, have transformed into opportunities for consumers to purchase high-quality brands at discounted prices, reflecting a shift in consumer perception [3][4]. Group 2: Market Dynamics - The rise of new domestic brands demonstrates the depth and diversity of the Chinese consumer market, as these brands leverage precise market positioning and product innovation to achieve significant growth during major sales events [4]. - The CBI fills a gap in measuring consumption quality, providing a solid basis for brand development, policy formulation, and investment decisions, indicating that the market is evolving towards a more rational and quality-focused direction [4].