此外，在家具家装行业，HOODINK智能灯具以场景叙事点亮美区的夜晚和节日；日用家纺行业， Bedsure凭借一款宽抽条毛毯在海外冬日中脱颖而出；汽摩工具品牌Fanttik将专业工具做成新潮配件， 通过与火箭队联名注入情感价值，引发球迷共鸣扩大影响力，并线下举办活动进行场景化种草，让硬核 工具长出品牌故事与温度…… 2025年，中国品牌出海浪潮奔涌。这一年，跨境电商平台TikTok Shop跨境自运营(POP)模式展现出强大 动能，尤其在美国市场，成为众多中国商家实现跨越式增长、建立全球品牌认知的关键舞台。根据 TikTok Shop官方数据显示，美区"全球黑五"大促季破纪录，对比年中翻倍增长。 越来越多商家通过"好商品、好内容、好营销、好服务"共同发力，在TikTok Shop上不仅实现生意爆 发，更建立起品牌认知与用户信任。 透过2025年涌现出的优秀案例，为跨境POP商家探寻新的一年出海新主场的增长路径。他们的增长路 径，值得深入探究。 在服饰服配领域，Katch Me Chic聚焦20-50岁女性，做"不挑身材"的简约设计，并借助平台快速测款、 精准备货，同时，通过发起内容挑战赛，设立奖金池、每月联动 ...

Core Insights - The report focuses on the marketing dynamics of five key industries (home appliances, 3C digital, automotive, electric bicycles, and furniture/home decoration) in the post-subsidy era, highlighting the shift from broad subsidy policies to targeted, data-driven marketing strategies [1][10][19] Policy Changes - In the first half of 2025, over 70% of the national subsidy funds were consumed, leading to a significant policy adjustment for the second half, with a total of 690 billion yuan allocated for the fourth batch of subsidies released in October [1][12][19] - The new subsidy policies include a dynamic allocation system, with different subsidy rates for various energy-efficient products, aiming to encourage technological upgrades among companies [13][19] Industry Classification and Marketing Strategies - Industries are categorized based on transaction channels: e-commerce (home appliances, 3C digital), lead generation (automotive, electric bicycles), and hybrid (furniture/home decoration) [1][10] - Different social media strategies are employed across industries, with notable examples including Haier's use of executive IPs to boost GMV in home appliances and Yadea's three-tiered live streaming matrix in electric bicycles [1][10][19] Social Media Platform Dynamics - Key social media platforms such as Douyin, Xiaohongshu, and Bilibili are central to the marketing strategies, with each platform adopting differentiated strategies to enhance user engagement and conversion rates [1][10][19] - Douyin focuses on volume and conversion, while Xiaohongshu emphasizes in-depth product recommendations, and Bilibili provides detailed content [1][10][19] Challenges and Solutions - Brands face challenges such as account fragmentation, data silos, and low content efficiency in matrix marketing [1][10] - Yunlue offers integrated solutions to help brands manage their marketing efforts across seven major platforms, enhancing centralized management and data-driven operations [1][10] Consumer Behavior Changes - Consumer behavior has shifted from impulsive purchasing to rational evaluation, with a focus on the total lifecycle cost of products [1][10][19] - The report indicates that 76% of surveyed consumers have adopted a full lifecycle cost accounting framework in their decision-making process [19][20] Market Structure and Competition - The report highlights a "Matthew Effect," where market concentration increases, with leading brands dominating the market while smaller players struggle to compete [17][19] - High technical barriers and service-based competition are becoming critical factors for survival in the market [19][20]

Group 1 - The "China Online Consumption Brand Index" (CBI) and "Global Brand China Online Top 500" (CBI500) show a growth in online consumer brand index from 63.38 in Q1 2025 to 65.17 in Q2 2025, indicating a trend towards purchasing quality brand products among Chinese consumers [1][2] - The CBI series, developed by Peking University and supported by Alibaba, is the first brand value assessment system based on actual consumer purchasing behavior, filling a gap in traditional macro indicators [2][6] - The CBI index reveals significant seasonal fluctuations in online consumption, with higher values in Q2 and Q4 due to major shopping events like 618 and Double 11, where consumers prefer quality brands over low-priced alternatives [3][5] Group 2 - The top five brands in the CBI500 for this quarter are Apple, Midea, Xiaomi, Haier, and Huawei, with Midea rising to second place due to increased sales and search volume in summer categories [7] - The CBI500 ranking reflects real consumer behavior, with seasonal changes in brand rankings driven by actual sales and search data during shopping festivals [7][8] - A new "Fast-Moving Consumer Goods (FMCG) New Brands List" has been introduced, highlighting the growth potential of emerging brands, with 48 out of 50 listed brands being new Chinese brands [8][9] Group 3 - The research indicates that attracting high-value consumer groups and encouraging repeat purchases are key factors for new brands transitioning from temporary popularity to sustained success [9] - Brands are advised to shift from a "traffic-driven" approach to "user lifecycle management" to effectively engage high-value users through product innovation and service experience [9]