凯度消费者指数·2025-08-21 07:03Core Insights - The article discusses the release of the "2025 Brand Footprint Report" by Worldpanel, highlighting the top 50 consumer brands in China's fast-moving consumer goods (FMCG) market, using "Consumer Reach Points (CRP)" as a key metric to measure brand penetration and purchase frequency [1][3]. Brand Rankings - The top ten consumer brands in China for 2024 are led by Yili with 1,167.2 million consumer reach points, followed by Mengniu with 968.4 million, and Kangshifu with 801.4 million [4][5]. - Other notable brands in the top ten include Haitian, Xinxiangyin, Vinda, Jinlongyu, Nongfu Spring, Wangwang, and Tongyi, all showing strong market penetration [6]. Growth Dynamics - The report indicates that the growth of brands in China is driven by a "dual engine" of penetration and purchase frequency, with 93% of growth among the top 250 brands coming from increased penetration [11]. - New entrants to the top 50 include Dongfang Shuye and Three Squirrels, both showing significant growth rates of 59% in consumer reach points [10]. Market Trends - The article emphasizes the importance of reaching new consumer households as a primary growth engine, with both penetration and purchase frequency being crucial for brand success in a complex market environment [11]. - The blurring lines between online and offline channels have amplified the need for brands to effectively reach consumers at every decision-making moment [11].