Core Insights - Hainan's policy to promote the replacement of old consumer goods has effectively stimulated market activity, leading to sales exceeding 138 billion yuan this year [1][2] Group 1: Policy Implementation - In January, Hainan introduced a comprehensive plan to support the replacement of old consumer goods, focusing on automobiles, home appliances, digital products, home decoration, and electric bicycles [1] - The policy has been well-received by consumers, prompting retailers to launch new products and promotional offers [1] Group 2: Sales Impact - The old-for-new policy has directly driven various categories of consumption, with significant contributions from different sectors: - 0.5 million old cars scrapped, generating 7.18 billion yuan in new car sales - 5.81 million cars replaced, leading to 96.86 billion yuan in new car sales - 6.98 million electric bicycles replaced, resulting in 2.08 billion yuan in new sales - 537,000 home appliances replaced, contributing 15.07 billion yuan - 81,800 home decoration items replaced, generating 8.22 billion yuan - 333,000 digital products purchased, leading to 9.46 billion yuan in sales [2] Group 3: Consumer Trends - The consumption of related categories has shown a continuous increase, with retail sales of home appliances and audio-visual equipment rising by 7.7% year-on-year, and communication equipment by 5.6% [2] - Notably, smart home appliances and audio-visual equipment saw a remarkable growth of 43%, while energy-efficient products (level 1 and 2) increased by 30% [2] - Furniture retail sales surged by 2.8 times, and building materials increased by 3.3 times year-on-year [2] - The automotive sector experienced a significant boost, with retail sales of automobiles increasing by 78.7% year-on-year, and new energy vehicle sales rising by 1.6 times [2]

5月21日，"中国线上消费品牌指数"（CBI）、"全球品牌中国线上500强榜单"（CBI500）和"线上品牌购买力指数"（BPI）发 布。"中国线上消费品牌指数"（CBI）是全球首个以真实消费大数据为基础、聚焦高质量发展的线上消费指数，不仅在全国层 面提供各季度的总指数，还为各地级市、各行业提供细分指数。"全球品牌中国线上500强榜单"（CBI500）是全球首个完全基 于消费者实际购买行为的品牌榜单。 课题组成员、北京大学国家发展研究院院长黄益平表示，这套指数和榜单坚持品质和创新导向，鼓励品质竞争，减少内卷式竞 争，旨在引导线上消费高质量发展。 坚持品质和创新导向，首次引入"新锐度"指标 这套指数和榜单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，淘宝天猫提供技术支 持，今后将每个季度更新发布一次。指数与榜单基于销售、价格、搜索、好评等维度对品牌质量进行综合性评分，"一篮子"消 费品牌的平均分即为消费品牌指数，"一篮子"消费品牌的总分即为品牌购买力指数。 除了知名度、美誉度、忠诚度，北大团队在同类研究中首次引入"新锐度"指标，重点考察每个品牌的销售增长速度、年轻消费 者增速，及其 ...

Core Insights - The article highlights the significant impact of China's "old for new" consumption policy, which has led to increased sales in various sectors, particularly in home appliances and electric vehicles [2][4][5] Group 1: Policy Implementation - The Chinese government is actively promoting the "old for new" policy, with a focus on large-scale equipment updates and consumer goods replacement, aiming to expand support until 2025 [2][6] - As of April 27, 2025, Shandong province has received subsidy applications totaling 64 billion yuan, resulting in the sale of 544.3 million units of various products [2][5] - The policy has led to substantial growth in retail sales, with electric vehicles, smart home appliances, and smartphones seeing increases of 29.2%, 50.2%, and 54.8% respectively in the first quarter [2] Group 2: Retail Performance - JD Electronics in Jinan achieved over 1 billion yuan in sales during its first month of operation, with 90% of products participating in the national subsidy program [4] - The store's sales during the "May Day" holiday reached 9.6 million yuan, ranking first among 130 flagship stores nationwide [4] - The store has adapted its product offerings based on consumer feedback, focusing on cleaning products and televisions, and has updated about 20% of its inventory [4] Group 3: Regulatory Measures - Shandong has established a cross-departmental regulatory mechanism to prevent fraud related to subsidies, ensuring compliance and timely sharing of information [3][9] - The province has implemented strict measures against businesses that violate pricing commitments or engage in fraudulent activities, including immediate disqualification from the subsidy program [3] Group 4: Financial Support Mechanisms - The Shandong government has introduced a pre-allocation funding system to alleviate the financial burden on retailers participating in the "old for new" program, allowing for immediate subsidy access for consumers [8] - The province has also integrated various resources, including financial institutions and retailers, to maximize consumer benefits and reduce costs [7][8] Group 5: Future Outlook - In 2025, the national government plans to allocate 300 billion yuan in long-term special bonds to further support the "old for new" policy [6] - The policy will expand to include additional categories of appliances and digital products, enhancing consumer incentives [7]

国货品牌进攻二十年，已经远远超过外国品牌了吗？或许这是一个错觉。 近日，北京大学国家发展研究院等权威机构，利用淘宝天猫平台的消费大数据，发布了"全球品牌中 国线上500强榜单" （CBI500） 。可以看出，国际品牌在中国发展势头依旧迅猛，TOP500中有156 个国际品牌上榜，苹果登顶全球榜首。 国际品牌在多个行业牢牢占据第一： 3C数码行业的苹果，美妆行业的欧莱雅，运动户外与服饰行业 的耐克，医疗健康营养的Swisse，宠物行业的皇家等。 整体来看，在服饰、食品、日化等领域，确实已实现了较高的国产替代率，而在运动户外、美妆、 3C数码等行业，国际巨头仍占据半壁江山。数据显示，美妆行业前10中有8个国际品牌，运动户外行 业上榜国际品牌数占比高达7成。 观察榜单，国际品牌在美妆行业的优势尤为显著。榜单TOP100的14个美妆品牌中，国际品牌占了11 个，分别是欧莱雅、兰蔻、雅诗兰黛、海蓝之谜、圣罗兰、香奈儿、娇韵诗、SK-II、科颜氏、修丽 可、资生堂。 在运动户外与服饰领域，国际品牌整体表现强势。上榜的运动户外品牌里，国际品牌数量占比近7 成。耐克、阿迪达斯分别位列榜单第8、第10，斐乐 FILA、始祖鸟、 ...

贸易全球化趋势不可阻挡，中国市场正在成为国际品牌最不可或缺的战略高地。 日前，北京大学国家发展研究院等权威机构联合发布"全球品牌中国线上500强榜单"（CBI500），这是全球首个完全以真实消费者行为为基础的品牌榜单。 榜单显示，共有156个国际品牌上榜，并在多个行业登顶榜首。其中包括3C数码行业的苹果，美妆行业的欧莱雅，运动户外与服饰行业的耐克等等。 | | | | | | | 知名度 | | | 忠诚度 | | ਸੇ | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 排名 | | 品牌名 | 行业 | 综合评 分 | 品牌词 搜索量 | 成交金 额 | 成交人 数 | 客单价 | | 会员成 老客成 交金额 交金额 | 新品成 岁 交金额 | | | | | | | | | | | | 各指标评分 | | | l | 苹果 | Apple | 3C数码 | 100.00 | 19.85 | 7.75 | 12.99 | 3.62 | 12.89 | 8.71 | 10.79 | | 2 | 华为 | ...

产品创新将与品牌价值走向合流。 中国消费市场是否真的迎来了拐点？ 宏观分析可以得出各种结论，但市场表现自有它的说服力。今年年初至近期，申万二级行业涨幅排名前十的行业包括： 黄金、个护用品、地面兵装、旅游景区、休闲食品、非金属材料、电机、塑料、工程机械、影视院线。 品牌下半场已至， 近年来，高创新附加值品牌在各个赛道成长起来。这些品牌的成功都暗示着一种动向：中国消费市场已经走过了渠道、流量、低价驱动的周期。 品牌下半场已至，4P经典理论中的"产品（Product）"创新，将与品牌价值彻底走向合流。 前十大二级行业，至少有5个以面向C端为主。 投向消费市场的资本热潮并未再次出现，个护用品、休闲食品这样的纯消费行业凭什么能领跑二级市场？ 最近，北京大学国家发展研究院发布的《全球品牌中国线上500强》榜单（以下简称CBI500），提供了一种新的解释。 这份榜单完全采用量化方法，基于淘宝天猫数据进行建模，几乎彻底去掉了市值规模、价格以及"专家访谈"的滤镜，纳入了新品创新、用户粘性等维度，从 而与传统品牌榜视角迥异，更接近消费品牌在线上的真实经营状态。 | 全球干 上 年 年 500最 | | | | | | | | | ...

《方案》也提到，实施"大宗消费更新行动"，加力扩围实施消费品以旧换新；促进汽车消费，落实好国 家汽车报废更新补贴和上海市汽车置换更新补贴政策；落实国家家电以旧换新补贴政策，新增手机、平 板、智能手表(手环)等数码产品购新补贴，加力支持绿色家电家居家装消费。 业内人士认为，《方案》提出了较为系统、全面的消费支持政策，有望对后续上海市消费起到积极的提 振作用。 持续助力消费提振 上海市的提振消费工作正持续发力。5月21日，上海市人民政府办公厅印发《上海市提振消费专项行动 方案》(以下简称《方案》)，提出"六大行动"，进一步深化国际消费中心城市建设。 上海市一直高度重视提振消费。一方面，近期上海市多地纷纷发放消费券；另一方面，上海市商务委等 五部门在今年2月份发布《2025年上海市汽车置换更新补贴政策实施细则》，大力促进汽车更新消费。 与此同时，上海市也在积极吸引外来消费，上海市文化和旅游局统计数据显示，2025年第一季度，上海 入境游人数累计同比增长超37%。 本次《方案》的出台，有望对上海市的消费提振带来新的助力。《方案》提出城乡居民增收、消费能力 保障支持、服务消费提质升级、大宗消费更新、新型消费培育、消费环 ...

Core Viewpoint - The continuation and expansion of the national subsidy policy for replacing old consumer goods have significantly boosted sales in the home appliance and automotive sectors, contributing to economic stability and growth [1][4][8]. Group 1: Sales Performance - The JD Electric flagship store in Jinan reported a sales revenue exceeding 1 billion yuan within the first four months of this year, driven by the national subsidy policy [1][2]. - The cumulative purchase of old-for-new home appliances has surpassed 100 million units since the policy's implementation, with over 40 million units purchased in 2025 alone [2]. - Retail sales of home appliances and audio-visual equipment increased by 19.3% year-on-year in the first quarter, with March showing a remarkable growth of 35.1% [2]. Group 2: Automotive Sector Impact - The automotive sales at Shandong Changshuo have doubled due to the combined effect of national and local subsidies, with significant sales growth continuing into the traditionally slow first quarter [3]. - In the first four months of this year, China's automotive production and sales reached 10.175 million and 10.06 million units, respectively, marking year-on-year growth of 12.9% and 10.8% [3]. Group 3: Economic and Industrial Upgrades - The subsidy policy has not only stimulated consumer spending but also facilitated industrial transformation and upgrades, with a notable increase in the purchase of energy-efficient products [4][5]. - In Shandong, 61.8% of new vehicle purchases were electric, and 87.6% of old-for-new home appliances sold were of first-level energy efficiency [5]. Group 4: Policy Implementation Challenges - Some consumers have reported delays in receiving subsidies, prompting local governments to streamline the approval process to expedite fund disbursement [6][7]. - A pre-allocation mechanism for subsidies has been established in Shandong to alleviate the financial burden on home appliance retailers, allowing for up to 80% of funds to be advanced [7]. Group 5: Future Policy Considerations - Stakeholders express a desire for the continuation and optimization of the subsidy policy, with suggestions to expand the range of eligible products and increase the price cap for certain categories [8][9]. - The diminishing marginal utility of the subsidy policy has been noted, with recommendations for ongoing central government support to maintain the program's effectiveness [9].

Group 1 - The core viewpoint of the news is the introduction of the "Shanghai Consumption Promotion Special Action Plan," which aims to enhance consumption's role in economic growth through six major actions, including expanding employment and implementing childcare subsidies [1][3] - The plan emphasizes the importance of consumption as a key driver of economic growth, linking macroeconomic factors with household spending [3] - Various regions, including Jiangsu, Zhejiang, and Anhui, are implementing measures to stimulate consumption, particularly through the "trade-in" policy for consumer goods, which has shown positive results in sales growth [4][6][7] Group 2 - The "trade-in" policy has been effective in driving consumption and accelerating the pace of consumer spending, with Jiangsu reporting a retail sales total of 15,991.9 billion yuan, a year-on-year increase of 5.5% [4][6] - Zhejiang's approach includes expanding the categories eligible for subsidies from 12 to 85, increasing subsidy rates, and involving over 18,000 businesses in the program [6] - The integration of "artificial intelligence + consumption" is highlighted as a new trend, with various regions promoting the application of advanced technologies in the consumer sector to stimulate new consumption patterns [8][10][11]

Core Points - Shenzhen's e-commerce support policy for 2025 includes ten key measures aimed at boosting online consumption [1] Group 1 - The policy emphasizes the promotion of trade-in activities for consumer goods [1] - Subsidies will be provided for personal consumers purchasing home appliances such as refrigerators, washing machines, televisions, air conditioners, computers, water heaters, kitchen stoves, range hoods, dishwashers, water purifiers, microwaves, and rice cookers [1] - Subsidies will also be available for personal consumers buying digital products like smartphones, tablets, smartwatches, and fitness bands [1]