Core Insights - The fast-moving consumer goods (FMCG) industry is shifting focus from GMV (Gross Merchandise Value) growth to brand recognition, customer loyalty, and repurchase rates as key indicators of brand strength [1][2] - The CBI index and the "New FMCG Brand List" released by Peking University's National Development Research Institute emphasize the importance of consumer needs and brand value beyond just GMV [1][2] Group 1: Brand Evaluation Metrics - The "New FMCG Brand List" ranks brands based on a scoring system that includes newness (29%), awareness (24%), reputation (24%), and loyalty (23%) [2] - The evaluation considers 12 indicators such as transaction performance, new product capabilities, and the scale of high-value consumer groups [2][3] Group 2: Top Brands and Their Strategies - The top brands in the "New FMCG Brand List" include Huazhi Xiao, HBN, and Zhiben, which excel in areas like high-value consumer engagement and repeat purchase amounts [3][4] - Huazhi Xiao stands out for its unique brand identity and continuous product innovation, having launched over 120 SKUs in 2025 alone [7][9] Group 3: Market Trends and Consumer Behavior - The report highlights a trend where brands focusing on niche markets and consumer emotional needs are gaining traction, with brands like Off&Relax and HBN leading in the hair care segment [9][10] - The market for functional hair care products is growing rapidly, with a projected market size of 899.95 billion yuan in 2024, reflecting a 59.32% year-on-year increase [10][15] Group 4: Emerging Opportunities - The report identifies high-potential categories such as hair cleansing, facial care sets, and baby skincare, indicating areas for future growth [14][15] - A notable metric is the "search transaction growth gap," which highlights categories with high consumer interest but low conversion rates, suggesting unmet demand in the market [17]