北大发布新锐品牌研究，用全新“度量衡”洞察消费行业机遇

Core Insights - The current consumer goods market is experiencing both "consumption upgrading" and "consumption downgrading," necessitating a deeper analysis through big data to understand market trends [1] - The "China Online Consumption Brand Index (CBI)" report reveals significant insights into consumer behavior, indicating a shift towards brand quality and a continuous trend of consumption upgrading in China [2][3] Market Trends - The CBI index has shown a steady increase from 59.42 in Q1 2023 to 65.21 in Q2 2025, indicating a growing consumer preference for branded quality products [2] - The trend of consumers moving from lesser-known brands to those ranked within the top 500 suggests an overall upgrading in consumption rather than downgrading [3] Brand Dynamics - Recent discussions highlight a return to brand-focused purchasing, with consumers prioritizing brand experience over low prices, marking a shift from previous trends of low-cost and private label products [5][14] - The emergence of new brands in the fast-moving consumer goods (FMCG) sector is notable, with a focus on brand reputation, loyalty, and market opportunities [5][6] Consumer Behavior - Data indicates that over 200 major fast-moving consumer goods brands on Tmall have achieved double-digit growth in GMV after refunds, with over 500 new brands seeing a 40% year-on-year increase in sales [8] - The market is witnessing a "K-shaped" recovery, where new brands are capitalizing on unmet consumer needs in niche markets, leading to their rapid growth [8] Brand Innovation - Brands like "Hai Gui Ba Ba" and "Xi Mu Yuan" exemplify successful strategies in niche markets, focusing on unique consumer needs and leveraging technological advancements for product development [9][10] - The evolution of brand founders is evident, with a shift towards more versatile and hands-on leadership styles that emphasize product quality and innovation [10][11] Platform Evolution - Tmall is transitioning from a traffic distribution platform to one that emphasizes brand value creation, rewarding brands that can attract consumers through product quality rather than discounts [15][16] - The CBI index's rise reflects a broader consumer realization that low prices often compromise quality, leading to a renewed focus on brand trust and long-term consumer relationships [16]