近日，由北京大学国家发展研究院、中山大学商学院与阿里巴巴联合开发的"中国线上消费品牌指 数"（CBI）发布第二期数据。该指数首次基于消费者在天猫上的实际购买行为，通过AI与专家融合的 模型，为每一件商品打分，再汇总成季度指数，清晰揭示消费品质的整体变迁。 赵崇甫：一个反常识的结论，线上"贪便宜"的消费者其实更喜欢品牌 先讲讲认知负荷理论。 澳大利亚新南威尔士大学的认知心理学家约翰·斯威勒(John Sweller)于1988年提出认知负荷理论，他认 为人的工作记忆容量有限。在学习过程中，如果信息处理需求超过认知资源上限，就会产生认知负荷， 阻碍学习效率。 这个理论从另一个角度解释了品牌的价值。消费者面对大量的商品时往往无从下手，此时他的大脑就产 生了信息过载，他渴望简化购买决策。 品牌是消费者对品牌代表的产品的综合印象，因此，品牌是消费者重要的决策简化工具。 在过去，我们衡量消费市场只有"量"的标尺——社会消费品零售总额看规模，CPI看价格，却始终缺少 一把衡量"质"的尺子。中国人到底是在消费升级、越买越好，还是在降级、趋向低价？这一关键问题， 终于有了基于真实数据的答案。 这些新国货的崛起，无一例外都是以品 ...

Group 1 - The 2025 China International Service Trade Fair (CIFTIS) is set to showcase significant achievements from various enterprises and institutions, with a media briefing held 40 days prior to the event [1] - The China Hotel Association will launch the first "China Accommodation Consumption Index" and "China Catering Consumption Index" at the fair, focusing on price, customer flow, and confidence indices to reflect industry consumption trends [2] - The association will also release two national industry standards related to ESG management and digital operations for hotels, aiming to promote high-quality development in the industry [2] Group 2 - Ernst & Young will present innovative products and insights at the fair, including the first industry-specific intelligent Q&A system, which provides 24/7 service across various sectors [3] - Alibaba will unveil a series of innovative results, including the "Yellow Handrail Plan" aimed at enhancing safety for the elderly, and a report on new e-commerce models that leverage digital capabilities [4] - The company will also introduce the China Online Consumption Brand Index (CBI), focusing on quality metrics in online consumption [4] Group 3 - Baiwang Co., Ltd. will launch a global transaction compliance solution at the fair, integrating AI with tax expertise to support enterprises in compliance management [5]

Group 1 - The 2025 China International Service Trade Fair (CIFT) is set to showcase significant achievements from various enterprises and institutions, with a focus on the hospitality industry [1] - The China Hotel Association will launch the first "China Accommodation Consumption Index" and "China Catering Consumption Index," which will reflect industry consumption trends and provide scientific references for government, businesses, and consumers [1] - The association will also release two national industry standards related to ESG management and digital operations in hotels, aiming to promote high-quality development in the industry [2] Group 2 - Ernst & Young will present innovative products and insights at the CIFT, including the first industry-specific intelligent Q&A system, which aims to support businesses in their green transformation and high-quality development [3] - Alibaba will unveil a series of innovative achievements, including the "Yellow Handrail Project" aimed at enhancing home safety for the elderly, and a report on new e-commerce models that leverage digital capabilities [4] - Baiwang Co., Ltd. will introduce a global transaction compliance solution at the CIFT, designed to help businesses establish an intelligent and comprehensive compliance management system [5]

Core Insights - The "China Online Consumption Brand Index" (CBI) indicates a stable growth trend in consumer quality in China, reflecting a significant recovery in consumption quality from Q1 2023 to Q1 2025 [1][2] Group 1: Index Overview - The CBI increased from 59.42 to 63.38 between Q1 2023 and Q1 2025, with an average brand score rising by 4 points over two years [1] - The index showed a notable increase of 11.5 percentage points in Q4 2024 compared to the baseline, and a 6.7 percentage point increase in Q1 2025, indicating a significant recovery in consumer quality [1] Group 2: Industry Insights - The 3C digital industry has the highest consumer brand index, scoring between 75-85, indicating a strong preference for leading brands among consumers [2] - The pet supplies industry shows significant growth in its consumer brand index, reflecting an increasing brand awareness among consumers [2] - The toy and trendy toy industry has a consumer brand index below 50, despite dominant brands like LEGO and Pop Mart, suggesting a rise of new brands gaining consumer recognition [2] Group 3: Research Support and Methodology - The CBI was developed by Peking University and supported by data from Taotian Group, marking a significant collaboration between academic institutions and e-commerce platforms for consumer quality research [2]