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]