从行业表现看，各行业消费品牌指数存在明显差异。更高的行业评分，意味着该行业的无品牌产品与低 评分品牌较少，且销售额更多集中于头部品牌；较低的行业评分，则意味着该行业仍有较大的品牌竞争 空间。与此前分布一致，CBI指数位居前列的行业为3C数码、家用电器、美妆、运动户外等。这表明， 在这些领域中，消费者对产品品质、功能及品牌认知的要求更高，品牌效应更为明显。 （文章来源：新华财经） 新华财经北京12月25日电（记者丁雅雯）2025年第三季度"中国线上消费品牌指数"（CBI）25日正式发 布。本期指数为62.65，较去年同期增长0.92%，增速自2023年起保持增长态势，显示消费者在线上购物 时，对品质、品牌的重视程度持续增强。 纪洋表示，尽管市场上出现"白牌崛起"的讨论，但CBI整体走势表明，品牌消费仍处于扩张阶段。"许多 品牌方面临战略方向的困惑，在'低价获客'与'价值创新'之间难以抉择。从消费需求和趋势上看，企业 仍应致力于提升品牌价值，避免陷入低价竞争或通过削减产品功能降低成本的发展模式。" 据悉，中国线上消费品牌指数（CBI）由北京大学国家发展研究院、北京大学数字金融研究中心、中山 大学商学院合作开发。指 ...

Group 1 - The article discusses the fluctuating consumer behavior in response to market trends, highlighting the challenges of predicting price movements in sectors like gold and collectibles [2][4][5] - The CBI index, developed by Peking University, provides a standardized scoring system for online brands, reflecting various dimensions of consumer behavior and market dynamics [8][10][18] - The CBI index reveals significant growth in younger consumers (ages 18-24) in sectors like home appliances and furniture, indicating a shift in spending patterns [12][17] Group 2 - The article identifies potential investment opportunities in emerging brands like Pop Mart and Laopu Gold, which continue to attract consumer interest despite market skepticism [11][15] - The CBI index shows a notable increase in market concentration in the pet supplies sector, with leading brands gaining market share, reflecting changing consumer preferences [22][23] - The electric vehicle market is undergoing a transformation, with new players like Niu and Ninebot gaining traction among younger consumers, indicating a shift in competitive dynamics [25][26][35] Group 3 - The article emphasizes the importance of data in understanding market trends, suggesting that the CBI index can help investors identify potential opportunities and validate market assumptions [28][38] - It highlights the impact of brand reputation on stock performance, illustrating how negative publicity can lead to significant stock price fluctuations, while underlying consumer loyalty may remain intact [39][44] - The CBI index serves as a tool for tracking brand performance and market trends, providing insights that go beyond traditional financial reports [31][52][65]

Group 1 - The core viewpoint of the report indicates that the "China Online Consumption Brand Index (CBI)" shows a continuous growth trend in brand consumption during the second quarter of 2025, driven by e-commerce promotions and the summer consumption peak [1][2] - The CBI index increased from 63.38 in Q1 2025 to 65.21 in Q2 2025, representing a year-on-year increase of 2.21% and a growth of 9.7% compared to the 2023 baseline, highlighting consumers' increasing preference for branded products during promotional periods [1][2] - The report emphasizes that consumers are not only increasing their total spending but are also more inclined to choose quality brand products over generic ones, making it crucial for global brands to seize e-commerce promotional opportunities in the Chinese market [1][2] Group 2 - The CBI series is developed in collaboration with Peking University and is the first brand value assessment system based on actual consumer purchasing behavior, updated quarterly [2] - In Q2 2025, online retail sales of physical goods grew by 6.0% year-on-year, outpacing the overall retail sales growth of 5.0%, indicating sustained online consumption activity [2] - E-commerce platforms have effectively stimulated brand consumption potential during major promotions like "618" by simplifying promotional rules, optimizing membership systems, and enhancing shopping experiences [2][3] Group 3 - The duration of e-commerce promotional periods has significantly increased, with some platforms extending their promotional periods from 17 days to 32 days, which, along with various incentives, has led to substantial growth in GMV (Gross Merchandise Value) [3] - Seasonal categories such as ice cream, beer, insecticides, and sunscreen saw significant year-on-year sales growth of 39.4%, 19.6%, 10.8%, and 9% respectively in Q2 2025 [3] - The fast-moving consumer goods (FMCG) sector in China experienced a 3.4% year-on-year growth across all channels in Q2 2025, with online channels growing by 16.2%, driven by double-digit growth in categories like beauty, beverages, and personal care [3] Group 4 - As competition in the Chinese FMCG market intensifies, the report identifies circle marketing strategies as a key path for brand growth, emphasizing the importance of understanding core circle needs and building trust [8] - Brands are encouraged to create an efficient marketing loop of "planting seeds—conversion—repurchase—viral growth" through multi-circle outreach, which enhances ROI and builds more loyal user assets [8]

Core Insights - The "China Online Consumption Brand Index (CBI)" has been launched to evaluate brand quality based on sales, prices, searches, and reviews, indicating a significant improvement in consumption quality in China from Q1 2023 to Q1 2025, with the index rising from 59.42 to 63.38, a 6.7 percentage point increase [1] Group 1: Index Development and Purpose - The CBI is the world's first online consumption index based on real consumer big data, focusing on high-quality development and providing both national and segmented indices for cities and industries [1][3] - The index aims to encourage quality competition and reduce price wars, guiding online consumption towards high-quality development [1][2] Group 2: New Metrics and Consumer Trends - A new "New Sharpness" metric has been introduced to assess brand sales growth, youth consumer growth, and product innovation, addressing issues of low-price competition and innovation stagnation in the e-commerce sector [2] - There is a growing demand for product innovation among consumers, highlighting a disconnect between brand R&D and consumer needs [2] Group 3: Market Dynamics and Brand Performance - Domestic brands like "Shanxiaoyousong" and "Laopu Gold" are gaining popularity due to their craftsmanship and designs that resonate with Chinese aesthetics and cultural confidence [2] - The research fills a gap in quality consumption assessment, utilizing e-commerce data to provide insights into market changes, as traditional metrics like retail sales and CPI do not measure consumption quality [3] Group 4: Competitive Landscape - China's large-scale market has become a core market for global brand strategies, with local brands like Huawei and Xiaomi showing growth rates exceeding that of Apple, indicating their competitiveness in an open market environment [4]