Core Insights - The report titled "Emerging Brands in the Fast-Moving Consumer Goods (FMCG) Industry" was released by Peking University's National School of Development, focusing on new brands in four sub-sectors: personal care, household cleaning, beauty, and maternal and child products [1][9] - The top three brands in the ranking are Huazhi Xiao, HBN, and Zhiben, with BeBeBus leading in the maternal and child sector, Hope Tree in household cleaning, and Off&Relax in personal care [1][9] - The report introduces a quantifiable "Red and Blue Ocean Index" for the FMCG industry, assessing nearly 200 sub-categories based on barriers to entry, transaction growth rates, and the proportion of new brands [1][4] Sub-sector Analysis - The top five sub-categories with the highest "Red and Blue Ocean" scores in Q3 2025 are: hair cleaning, facial care sets, toner, baby skincare, and children's clothing [2][3] - The hair cleaning category leads the industry rankings, driven by a shift in consumer demand towards diverse functionalities such as anti-hair loss and oil control [4][5] - The beauty sector shows high scores for facial care sets, reflecting a blend of rational and emotional consumer demands for "scientific skincare" and "emotional aesthetics" [4][5] Brand Dynamics - The report indicates that 91 out of the top 100 emerging brands are domestic, highlighting the vast potential for new brand creation and growth in China [7] - Emotional value has become a core competitive advantage for some new brands, with Huazhi Xiao leveraging unique packaging and thematic series to appeal to younger consumers [7] - Brands focusing on functionality are increasingly professional and high-end, with Hope Tree emerging as a strong player in the household cleaning segment [7] Market Opportunities - The report identifies significant growth potential in the baby skincare segment, driven by parents' increasing demand for product safety and efficacy [6][9] - The research utilizes a new indicator, "search transaction growth difference," to uncover unmet consumer needs within the FMCG sector, indicating areas of potential growth [6][9] - The continuous activity of new brand supply has created a scale effect on platforms like Tmall, with over 150,000 new quality merchants established in the past year [9]