CBI系列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，阿里巴巴淘天集团提供技术支持，每季度更新一 次，是全球首个完全基于消费者实际购买行为的品牌价值评估体系，填补了传统宏观指标（如社会零售总额、CPI）在衡量"消费质量"方面的空白。 12月25日，由北京大学国家发展研究院牵头编制的最新季度"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。 本次研究基于2025年7月至9月淘宝天猫平台的真实消费大数据展开，结果显示，全国线上消费品牌指数（CBI）为62.65，同比增长0.92%，意味着线上消费 者对于品牌商品的偏好继续上升。具体品牌评分排名方面，凭借在成交额、搜索、好评等维度的优异表现，大疆、泡泡玛特等国产原创品牌增长迅速，大疆 首次跻身"全球品牌中国线上500强榜单"前10，泡泡玛特名列第12位。 | | | | | | | 全球品牌中国线上500强 | | | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | ...

12月25日，由北京大学国家发展研究院牵头编制的最新季度"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。 本次研究基于2025年7月至9月淘宝天猫平台的真实消费大数据展开，结果显示，全国线上消费品牌指数 (CBI)为62.65，同比增长0.92%，意味着线上消费者对于品牌商品的偏好继续上升。具体品牌评分排名 方面，凭借在成交额、搜索、好评等维度的优异表现，大疆、泡泡玛特等国产原创品牌增长迅速，大疆 首次跻身"全球品牌中国线上500强榜单"前10，泡泡玛特名列第12位。 | 全球品牌中国线上500强 | | | | | | | | | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 2025年第三季度(前50名) | | | | | | | | | | | 北京大学国家发展研究院编制 淘天集团技术支持 | | | | | | | | | | | ▼ 综合评分由12项指标得分加权平均得出详见《中国消费品牌指数第三期（2025年3季度）》 | | | ...

Core Insights - The article discusses the evolving landscape of consumer behavior in China, emphasizing the shift from passive acceptance to active engagement in the market, driven by changing values, emotional connections, and technological advancements [1][2]. Group 1: Changes in Consumer Preferences - Domestic brands are gaining popularity, with consumers prioritizing local products over international ones. For instance, the percentage of consumers preferring domestic beauty and skincare brands rose from 12% in 2021 to 43% in 2025, while preference for domestic 3C digital products increased from 23% to 55%, and for home appliances from 33% to 69% [3]. - Consumers are re-evaluating their life priorities, focusing more on health and financial stability. The proportion of consumers valuing health increased by 9 percentage points to 87%, and those valuing wealth rose by 12 percentage points to 47% [8]. Group 2: Shifts in Information Channels and Brand Loyalty - The channels through which consumers obtain shopping information are diversifying, with traditional marketing methods becoming less effective. E-commerce platforms remain the primary source for 60% of consumers, but video platforms like Douyin and Kuaishou have become significant, with usage rising to about 50% [9]. - Brand loyalty is diminishing, with 55% of consumers frequently comparing multiple brands even if they have a favorite, an increase of 13 percentage points since 2021. Nearly 70% of consumers feel indifferent or resistant to marketing content [10]. Group 3: The Role of AI in Consumer Behavior - AI is becoming a crucial factor in consumer decision-making, with nearly 80% of Chinese consumers using AI weekly or daily. About 37% have utilized AI tools in shopping, primarily for assistance in unfamiliar categories or for quick comparisons [10][21]. - Brands must adapt to interact with AI as a representative of consumers, providing structured and accurate content to influence AI-generated recommendations, which will affect brand visibility and conversion rates [18][21]. Group 4: Brand Strategies in a Changing Landscape - Brands are encouraged to demonstrate tangible value to consumers, moving beyond just price to emphasize visible and verifiable product benefits. This shift is evident in the focus on quantifiable effects and scientific backing in product descriptions [12][15]. - Creating integrated experiences that resonate emotionally with consumers is essential. Brands should aim for a multi-channel ecosystem that combines online and offline experiences, enhancing consumer engagement and satisfaction [16]. Group 5: Consumer Expectations and Brand Accountability - Consumers are increasingly seeking stability and meaningful engagement from brands, evaluating their relevance, consistency, and ability to fulfill promises. This reflects a deeper human need for trust and connection [22]. - Companies aiming to capture the Chinese consumer market face challenges from outdated growth models but also have opportunities to respond effectively to these profound changes with courage and adaptability [22].

Core Viewpoint - The report from China Galaxy Securities emphasizes the importance of the medium- to long-term consumption goals outlined in the "14th Five-Year Plan" and highlights the need for specific consumption policies to be implemented by 2026 [1] Group 1: Consumption Industry Outlook - The global consumption recovery is slow, with high tariffs pushing up prices and high interest rates suppressing credit demand, leading to weakened consumer confidence in Europe and the US [1] - The Central Economic Work Conference has proposed a focus on domestic demand, aiming to build a strong domestic market and implement actions to boost consumption, including plans to increase urban and rural residents' income [1] - The report expresses a more optimistic view on service consumption compared to goods consumption, noting recent policies that enhance the focus on service consumption and the removal of unreasonable restrictions in the consumption sector [1] Group 2: Domestic Demand and Retail Performance - In November, the retail sales growth rate was +1.3% year-on-year, with a month-on-month decline of 1.6 percentage points, marking a continuous decrease since May [2] - The reduction in national subsidies is reflected in the retail sales of household appliances and audio-visual equipment, which saw declines of -14.6% and -19.4% year-on-year in October and November, respectively [2] - Retail sales in the furniture category showed a year-on-year increase of +9.6% in October, while daily necessities experienced a growth of +7.4%, indicating a weakening trend [2] Group 3: Category-Specific Insights - The gold and jewelry category saw significant growth of +37.6% and +8.5% year-on-year in October and November, influenced by new tax policies affecting gold jewelry [3] - The clothing, footwear, and textile categories maintained stable growth rates of +6.3% and +3.5% year-on-year, supported by seasonal changes [3] - The cosmetics sector also showed improvement, with year-on-year growth rates of +9.6% and +6.1% in October and November, aided by promotional activities [3] Group 4: Global Consumer Sentiment - Consumer confidence in Europe and the US remains weak, with the US consumer confidence index at 53.3, close to historical lows, and the EU consumer confidence index at -13.6, indicating a relatively low level of optimism [4] - Overall retail performance in the US has been subdued, with a year-on-year increase of +3.9% in September, reflecting a decline from August [4] - Online sales during the holiday shopping week showed modest growth, with Black Friday and Cyber Monday experiencing increases of +9.3% and +7.1% year-on-year, respectively, amidst intense competition [4]

Core Viewpoint - The consumption industry needs to focus on the medium- and long-term goals outlined in the "14th Five-Year Plan," with short-term attention on specific policies related to consumption expected to be implemented by 2026 [1] Group 1: Consumption Trends - Global consumption recovery is slow, with high tariffs pushing up prices and high interest rates suppressing credit demand, leading to weak consumer confidence in Europe and the U.S. [2] - The central economic work conference emphasized the importance of domestic demand and the construction of a strong domestic market, implementing actions to boost consumption and plans to increase income for urban and rural residents [2] - The report is more optimistic about the improvement of service consumption compared to goods consumption, highlighting recent policies aimed at enhancing service consumption [2] Group 2: Domestic Demand and Retail Performance - In November, the retail sales growth rate was 1.3% year-on-year, with a month-on-month decline of 1.6 percentage points, marking a continuous decrease since May [3] - The decline in retail sales for household appliances and audio-visual equipment was significant, with year-on-year drops of 14.6% and 19.4% in October and November, respectively [3] - Retail sales in the furniture category showed mixed results, with a year-on-year increase of 9.6% in October but a decline of 3.8% in November [3] Group 3: Category-Specific Insights - Jewelry retail sales saw substantial growth of 37.6% and 8.5% in October and November, influenced by new tax policies on gold jewelry [4] - The clothing and textile categories experienced stable growth, with year-on-year increases of 6.3% and 3.5% in October and November, respectively [4] - The restaurant sector's retail sales grew by 3.8% and 3.2% year-on-year in October and November, indicating stability despite slow growth [4] Group 4: Global Consumer Sentiment - Consumer confidence in Europe and the U.S. remains weak, with the U.S. consumer confidence index at 53.3, close to historical lows [5] - Retail performance in the U.S. was lackluster, with a year-on-year increase of 3.9% in adjusted retail sales for September, showing a decline from August [5] - Online sales during the holiday shopping period showed modest growth, with a year-on-year increase of 7.7%, indicating a competitive environment for promotions [5]

Group 1 - The core viewpoint of the news is the successful implementation of the "old for new" policy in Rizhao, which has significantly boosted consumer spending and market vitality [1] - From January to November, the "old for new" policy has driven a total sales volume of 4.628 billion yuan in automobiles, home appliances, and other goods, indicating a strong consumer market [1] - The Rizhao Municipal Bureau of Commerce, in collaboration with other departments, has established detailed implementation rules for six categories of goods, including automobiles and home appliances, to promote the "old for new" initiative [1] Group 2 - The "old for new" policy has resulted in the sale of 13,900 scrapped vehicles and 11,800 replacement vehicles, along with 284,400 home appliances and 170,400 3C digital products, showcasing the policy's effectiveness [1] - A total of 801 enterprises have participated in the "old for new" initiative, and the subsidies applied for have reached 657 million yuan, reflecting the tangible benefits of the policy [1] - In addition to the "old for new" policy, Rizhao has launched a "combination punch" to stimulate consumption, including the innovative "ticket root economy" model, which has generated over 5.6 million yuan in consumer spending [2]

Core Insights - The event "Building a New Ecosystem, Creating the Future" highlighted the launch of innovative brands and economic scenarios in the Jinjiang District, including HADO, Bawang Chaji, and others, showcasing the district's commitment to fostering a vibrant consumer market and innovative economic development [1][3]. Brand Highlights - Bawang Chaji has established over 7,000 global stores since moving its headquarters to Jinjiang in 2021, successfully integrating local culture with tea consumption [4][20]. - HADO, a leading AR sports technology brand, has created a comprehensive industry chain that combines sports, education, and technology, appealing to a young demographic [15][17]. - Zigzag Mountain, a honey tea brand, has chosen Chengdu's Chunxi Road for its flagship store, aiming to establish a local supply chain and cultural IP [14]. Innovative Economic Scenarios - The "Robot World" platform in Jinjiang serves as a core hub for brand display and consumer experience, with plans for a 28,000 square meter development to create a full lifecycle ecosystem for products and services [8][10]. - The "Shishuo Wuyu" online platform, leveraging social media for product launches, has achieved over 100 million in sales, indicating a strong market presence [11]. Market Trends - The Jinjiang District has seen a surge in new store openings, with 266 new stores established from January to October 2023, accounting for nearly 40% of the city's total [25]. - The first city duty-free store in Chengdu has opened, blending international quality with local characteristics, further enhancing the consumer landscape [25].

Group 1 - The core viewpoint of the news is the continuation and optimization of the "National Subsidy" policy in 2026, which aims to boost domestic demand and support consumer spending [2][3] - The "National Subsidy" policy will be optimized in 2026, with specific adjustments to be made, indicating a sustained government effort to stimulate consumption [2] - The funding for the "National Subsidy" program is set to increase from 150 billion yuan in 2024 to 300 billion yuan in 2025, which is expected to drive consumption by over 2.5 trillion yuan and benefit 360 million people [3] Group 2 - In November 2025, China's automotive industry saw production exceed 3.5 million vehicles and exports surpass 700,000 units, both reaching historical highs, with new energy vehicle sales accounting for over 50% for the second consecutive month [5] - The continuation of the "National Subsidy" policy is expected to positively impact the automotive market, particularly for new energy vehicles, as consumers may benefit from subsidies and tax incentives [5]

Group 1 - The 3C industry is experiencing a "downward" and "upward" strategic competition, with OPPO focusing on affordable cooling technology for budget phones, while Honor and Samsung are emphasizing lightweight foldable screens and AI integration for high-end devices [1][4][5] - In the budget segment, OPPO launched the K13 Turbo series featuring a "wind cooling engine" that enhances cooling efficiency by 120%, targeting a price point under 2000 yuan [4] - Honor's new foldable phone, Magic V5, is positioned as the thinnest and lightest in the industry, featuring advanced AI capabilities and priced starting at 8999 yuan, marking a significant step in its high-end strategy [4] Group 2 - The tablet market is evolving with Huawei's MatePad Pro 12.2, which integrates HarmonyOS 5 and focuses on professional software and AI functionalities, catering to mobile office and creative needs [6] - The wearable segment is also expanding, with iQOO launching the iQOO WATCH GT and OnePlus introducing the OnePlus Watch 3, both targeting specific niches in the market [6] - The competitive landscape is shifting towards technology experience, innovative forms, and ecosystem collaboration, moving beyond traditional parameter comparisons [1]

Core Insights - The "trade-in" policy in Wuzhou has successfully stimulated consumer spending, with over 232,000 transactions and a total value exceeding 250 million yuan, leading to approximately 2 billion yuan in sales for over 700 enterprises [1][4] - The initiative has particularly boosted the home appliance sector, which accounted for about 149,000 subsidy transactions, highlighting strong consumer demand for upgrading appliances [6] - The automotive sector also saw significant activity, with over 7,100 subsidy applications for vehicle trade-ins, indicating increased consumer interest in replacing old vehicles [6][7] Group 1: Trade-in Policy Impact - The trade-in policy has led to a surge in consumer activity, with a notable increase in foot traffic to stores and a rise in sales figures, such as a record single-day sales of over 5 million yuan for a local appliance store [6] - The collaboration between government, enterprises, and financial institutions has resulted in promotional activities that further incentivize consumer purchases, creating a "double discount" effect [4][6] Group 2: Sector Performance - The home appliance sector remains the strongest performer in the trade-in program, with significant consumer interest in large appliances like televisions, refrigerators, and air conditioners [6][7] - Other sectors, including 3C digital products, home decoration, and electric bicycles, also participated in the trade-in activities, with subsidy transactions of over 66,000, 7,500, and 2,400 respectively, indicating widespread consumer engagement [7] - Retail sales for key categories such as new energy vehicles, smartphones, and home appliances have shown substantial growth, with increases of 26.5%, 15.1%, and 4.7% respectively from January to October [7] Group 3: Future Initiatives - The Wuzhou Commerce Bureau plans to continue promoting the trade-in policy by collaborating with major commercial enterprises to focus on green and smart products, aiming to enhance consumer quality of life and expand market capacity [8]