中国线上消费品牌指数(CBI)

Search documents
北大发布新锐品牌研究,用全新“度量衡”洞察消费行业机遇
Sou Hu Cai Jing· 2025-09-19 13:50
如何去看待和理解当前的消费品市场? 宏观的经济数字,如社会消费品零售总额、居民消费价格指数(CPI)、消费品投资的规模等,也许只能让人们看到总量的变化,却缺乏对质量和细分行 业情况的体察。 面对错综复杂的市场环境,当下人们往往会感受到"消费降级"和"消费升级"同时存在的现象,但如何去理解和把握市场发展的走向,更有赖于深一层次的 大数据维度和分析视角。 今年,一份覆盖千万品牌、十亿用户的《中国线上消费品牌指数(CBI)》报告却揭示了市场中被人们忽视的"数据真相"。这份由北京大学国家发展研究 院(以下简称"北大国发院" )发布,淘天集团提供技术支持的报告已经发布到第二季度。 其核心的"中国线上消费品牌指数"(也就是"CBI"指数)以淘宝天猫平台全网商品和10亿消费者的真实购买行为为样本,先形成一套客观的全网商品评分 和排名,然后度量消费者购买品牌商品的行为变化。 | | | | | | 中国线 首页 - 二 一指数 (CBI) 快消新锐品牌50强 | | | | | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | ...
“CBI快消新锐品牌榜”研讨会举办 学术界、投资人拆解品牌破局之路
Zheng Quan Ri Bao Wang· 2025-09-18 08:34
此外,峰瑞资本、凯辉基金、天图投资、BAI资本、黑蚁资本、天善资本、珀莱雅(603605)投资部、 青屹创投、宝捷会基金、杭州解百(600814)旗下杭州商旅基金、合享创投、栈道资本、久谦咨询、中 金公司(601995)、天风证券(601162)等十余家投资机构、券商及财务顾问机构代表到场参会。来自 BeBeBus、溪木源、尔木萄、海龟爸爸、戴可思、她研社、沫檬等多家上榜新锐品牌的创始人、高管也 共同参与讨论。 本报讯 (记者梁傲男)在当下的中国消费市场,新锐品牌怎样才能抓住机遇? 8月20日,由北京大学国家发展研究院、北京大学数字金融研究中心、中山大学管理学院合作开发,淘 天集团提供技术支持的"中国线上消费品牌指数(CBI)"及"全球品牌中国线上500强榜单 (CBI500)"第二期发布。该项目新增快消行业新锐品牌榜专题研究,对于创立时间较短、增速快的新 品牌予以重点分析。 9月16日,课题组围绕"CBI快消新锐品牌榜"举办专题研讨会,介绍研究成果,并共同讨论消费新品牌 的发展现状和破局之路。北京大学国家发展研究院院长黄益平、北大数字金融研究中心特约研究员纪 洋,天猫快消&运动户外&奢品&汽车行业总经理激云 ...
专家:消费者倾向优质产品和品牌商品的趋势正在增强
Xin Hua Cai Jing· 2025-09-11 06:48
Group 1 - The "China Online Consumption Brand Index" (CBI) was launched at the service trade fair, indicating a growing trend among consumers towards high-quality products and brand-name goods [1][2] - The CBI index increased from 59.42 in Q1 2023 to 65.21 in 2025, reflecting an average brand score increase of approximately 5 points in the national consumption basket [1] - The highest CBI indices are found in the 3C and home appliance sectors, showing consumers' increasing preference for high-scoring brands in these categories [1] Group 2 - The fastest growth in CBI indices is observed in the pet and jewelry sectors, indicating a rising consumer focus on quality and brand when purchasing these products [1] - Despite discussions around the rise of "white-label" products, the overall CBI trend suggests that brand consumption is still expanding [1] - Companies face strategic dilemmas between "low-cost customer acquisition" and "value innovation," and the index serves as a reference for enhancing brand value rather than engaging in price competition [1] Group 3 - Emotional consumption has become a significant characteristic of the market, with new brands not only meeting practical needs but also embodying emotional value [1] - Innovations that integrate practicality and emotional value in specific scenarios can effectively stimulate consumer willingness to spend [1] - The CBI is developed collaboratively by Peking University's National School of Development, the Digital Finance Research Center, and Sun Yat-sen University's Business School, with data support from Taotian Group [2]
全球首个线上消费品牌指数亮相2025服贸会
Sou Hu Cai Jing· 2025-09-10 12:10
"这可能是业界首次拿出这么多核心指标支持学术研究。"项目组代表、北京大学数字金融研究中心特约 研究员、中山大学副教授纪洋介绍,研究团队基于淘宝天猫平台真实的销售、价格、搜索、好评等维 度,对全网商品进行评分,以"一篮子"消费品牌的平均分来刻画消费品质变化,编制了包括消费品牌指 数在内的系列指数,并制定相应的品牌榜单。 CBI指数系列包含中国线上消费品牌指数、中国线上品牌购买力指数、全球品牌中国线上500强榜单 等,不仅提供全国层面的总指数,还为各地级市、各行业提供细分指数。目前已发布两期指数,分别体 现今年一季度和二季度的品牌消费情况,第二期指数增加了快消行业的新锐品牌专题研究。 最新研究结果显示,CBI指数从2023年一季度的59.42增加到2025年的65.21,这意味着全国消费领域的 品牌平均评分增加了约5分,"仅看线上消费,消费品质是增长的。"纪洋说。 转自:北京青年报客户端 从行业看,3C、家电的CBI指数最高,这反映了消费者对这些商品的消费更加在意品牌、倾向于购买高 分品牌。宠物、珠宝等行业的CBI指数增长最快,消费者在购买这些商品时,对品质、品牌越来越看 重。 9月10日,2025中国国际服务贸 ...
中国消费品质有了量化指标,618、双11成品牌消费重要时点
Guan Cha Zhe Wang· 2025-08-25 03:45
Group 1 - The core viewpoint of the article emphasizes the importance of boosting consumption in China, as it is seen as a key driver for economic growth, with GDP growth at 5.2% and final consumption expenditure contributing 65% [1] - The Chinese government is prioritizing policies to stimulate consumption, including initiatives like appliance trade-ins and subsidies for home renovations [1] - There is a lack of metrics to measure the quality of consumption, leading to challenges in understanding consumer preferences and the effectiveness of government subsidies [1] Group 2 - The "China Online Consumption Brand Index" (CBI) was launched to provide insights into consumer behavior on e-commerce platforms, reflecting the quality of consumption through real purchasing data [2][10] - The CBI index showed a significant increase to 65.21, indicating a rise in brand consumption and suggesting that promotional events like 618 and Double 11 are platforms for quality brand purchases rather than just low-priced goods [3][5] - The index highlights that consumers are increasingly favoring higher-rated brands during sales events, moving away from low-cost, lesser-known products [5][6] Group 3 - The CBI index's growth is supported by government subsidies and seasonal consumption trends, particularly benefiting industries like home appliances and food [6] - Domestic brands are performing well, with companies like Midea, Xiaomi, and Huawei maintaining strong positions in the market by focusing on quality and value rather than competing solely on price [7] - The rise of new consumer brands in the CBI rankings indicates a shift towards emotional and experiential value in purchasing decisions, particularly among younger consumers [7][8] Group 4 - Consumption upgrades are gradually spreading from major cities to lower-tier cities, with a notable increase in spending on branded products among consumers in these areas [8][9] - The trend of "show-off consumption" is emerging in cities with lower housing prices, where consumers are willing to spend significantly on branded items [9] - As more provinces in China surpass the $10,000 GDP per capita mark, the shift towards a post-materialistic value system is expected to become more widespread [9]
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
Sou Hu Cai Jing· 2025-08-24 04:54
Core Insights - The article presents a counterintuitive conclusion that online consumers who seek bargains actually prefer branded products, highlighting the importance of brand as a decision-making simplifier in a complex market [1][4]. Group 1: Consumer Behavior - The Consumer Brand Index (CBI) developed by Peking University, Sun Yat-sen University, and Alibaba shows a steady increase from 59.42 in Q1 2023 to 65.17 in Q2 2025, indicating a 9.7% growth in consumer preference for higher quality and branded goods [3]. - Major promotional events, traditionally viewed as low-price battles, have transformed into opportunities for consumers to purchase high-quality brands at discounted prices, reflecting a shift in consumer perception [3][4]. Group 2: Market Dynamics - The rise of new domestic brands demonstrates the depth and diversity of the Chinese consumer market, as these brands leverage precise market positioning and product innovation to achieve significant growth during major sales events [4]. - The CBI fills a gap in measuring consumption quality, providing a solid basis for brand development, policy formulation, and investment decisions, indicating that the market is evolving towards a more rational and quality-focused direction [4].
“中国线上消费品牌指数”持续增长 电商大促成品质消费重要时点
Xin Hua Cai Jing· 2025-08-20 07:58
Core Insights - The "China Online Consumption Brand Index" (CBI) continues to grow, indicating a trend towards premium products and brand preference among consumers [1][2] - The CBI index increased from 63.38 in Q1 2025 to 65.17 in Q2 2025, reflecting consumer inclination towards quality brands during major shopping festivals [1] - E-commerce shopping festivals are identified as key drivers for brand management and quality consumption [1] Industry Trends - The report highlights a resurgence in entrepreneurship and innovation within China's fast-moving consumer goods (FMCG) sector, with 48 out of 50 brands on the "Emerging FMCG Brands List" being new domestic brands [2] - High-value consumer preferences and repeat purchase behavior are crucial for new brands transitioning from "internet celebrities" to sustainable brands [2] - The report emphasizes the need for new brands to shift from "traffic thinking" to "user lifecycle management" to maintain long-term growth [2] Additional Reports - The "Global Brand China Online Top 500" (CBI500) and "Online Brand Purchasing Power Index" (BPI) were also released alongside the CBI index [2]
倒计时40天丨2025北京服贸会前瞻:服务贸易解决方案集中亮相
Zhong Guo Jing Ji Wang· 2025-08-01 11:55
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]
2025北京服贸会前瞻:服务贸易解决方案集中亮相
Zhong Guo Jing Ji Wang· 2025-08-01 11:48
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]
指数显示中国消费品质呈现稳定增长趋势
Xin Hua Cai Jing· 2025-05-21 13:38
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]