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]

Group 1 - The core viewpoint of the report is that the Chinese online consumption brand index (CBI) shows a continuous growth trend driven by e-commerce promotions and the summer consumption peak, indicating that capturing growth opportunities during e-commerce events is crucial for global brands in the Chinese market [1][3] - 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, reflecting a sustained preference for branded products among Chinese consumers during promotional periods [1][3] - The report highlights that over the past ten quarters, the CBI data indicates a simultaneous increase in both the quantity and quality of consumption during e-commerce promotional periods, with consumers showing a stable expectation for shopping festivals and a preference for quality brands over generic products [1][3] Group 2 - According to the National Bureau of Statistics, the online retail sales of physical goods in Q2 2025 grew by 6.0% year-on-year, outpacing the overall retail sales growth of 5.0%, indicating sustained activity in online consumption [3] - The report notes that during major promotional events like "618", e-commerce platforms have effectively stimulated brand consumption potential by simplifying promotional rules, optimizing membership systems, and enhancing shopping experiences [3][5] - The duration of e-commerce promotional periods has significantly increased this year, with some platforms extending the promotion period from 17 days to 32 days, coupled with various incentives such as official discounts and platform red envelopes, leading to a notable increase in GMV (Gross Merchandise Value) [5] Group 3 - Nielsen's retail data shows that in Q2 2025, the fast-moving consumer goods (FMCG) sector in China experienced a 3.4% year-on-year growth across all channels, with online channels growing by an impressive 16.2% [8] - Categories such as beauty products, beverages, staple foods, and personal care items saw double-digit year-on-year growth in online sales, driving overall market growth [8] - The report emphasizes that as competition in the Chinese FMCG market intensifies, multi-layered marketing strategies have become essential for driving brand growth, focusing on understanding core consumer needs and building trust and recognition [10]