尼尔森解读最新CBI榜单：线上成为品牌增长主阵地，复购是成功的关键

Core Insights - The report by Nielsen indicates that Chinese consumers' willingness to spend on brands continues to strengthen, with online channels leading the growth trend [1][3] - The changes in the brand rankings highlight the importance of stable operations during off-peak periods, emphasizing the need to convert promotional benefits into sustained repurchase and long-term customer loyalty [1] - The CBI index and the CBI 500 list, developed in collaboration with Peking University and supported by Alibaba, provide a consumer behavior-based assessment of brand value, updated quarterly [1] Group 1 - The CBI index for Q3 2025 shows a 4.4% increase compared to Q3 2023, with a year-on-year rise of 0.92%, indicating sustained vitality in the Chinese brand consumption market during off-peak periods [1] - Nielsen's data reveals that the online sales of fast-moving consumer goods (FMCG) grew by 16.8% year-on-year in Q3, compared to a 14.3% growth in the same period of 2024, further emphasizing the trend of online-led growth [3] - The report highlights that off-peak periods serve as a critical phase for brands to build customer loyalty, where repurchase becomes essential for success [3] Group 2 - Different categories exhibit varying growth logic during off-peak periods, but the core focus remains on scenario-driven and consumer mindset strategies [3] - Brands are encouraged to integrate their products into specific life scenarios, such as gifting rituals and personalized services, to enhance user engagement during off-peak times [4] - The report suggests that brands should leverage platforms that enable deep brand operations to convert resources like members and existing customers into repeat purchases [4]