尼尔森：CBI指数持续增长，复购是品牌平峰期运营关键

Core Insights - The report by Nielsen indicates that the willingness of Chinese consumers to spend on brands continues to strengthen, with online channels leading the growth trend [1] - 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 retention [1] Group 1: CBI Index and Market Trends - The latest data shows that the CBI index for Q3 2025 increased by 4.4% compared to the same period in 2023, with a year-on-year rise of 0.92% [1] - Nielsen's report suggests that the vitality of the Chinese brand consumption market remains strong during off-peak periods, as indicated by Tmall's data showing the best growth in the last four years during the 2025 Double 11 event [1][3] Group 2: E-commerce and Sales Growth - Nielsen's data indicates 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, highlighting the increasing significance of online channels [3] - The report emphasizes that the off-peak period serves as a critical phase for brands to build customer loyalty and enhance repurchase rates through refined traffic management and membership retention strategies [3] Group 3: Brand Strategies and Consumer Engagement - The report identifies that different categories of brands have varying growth logic during off-peak periods, but the focus remains on scenario-driven and consumer mindset approaches [3][4] - Brands are encouraged to integrate their products into specific life scenarios, such as gifting occasions and personalized services, to strengthen user engagement during off-peak periods [4] - Successful brands have adopted strategies that resonate with consumer sentiments, such as emphasizing aesthetic narratives and seasonal themes to drive higher customer conversion rates [4]