凤凰网科技讯12月31日国际监测和数据分析公司尼尔森昨日发布了最新的"中国线上消费品牌指 数"(CBI)分析报告。报告指出，在当前的市场环境下，中国线上消费市场展现出较强的韧性，2025年第 三季度CBI指数较2023年同期增长4.4%，同比去年提升0.92%。数据表明，线上渠道不仅是销售增长的 主阵地，其运营逻辑正从单纯依赖大促爆发，转向大促与平峰期协同发展的常态化经营。 根据尼尔森的监测数据，三季度快消品行业线上销售额同比增长16.8%，这一增速高于2024年同期的 14.3%。分析认为，随着双11等大促节点完成声量与规模的阶段性跃迁，常态化的"平峰期"已成为品牌 沉淀用户资产的关键节点。报告强调，在非大促期间，复购率已成为衡量品牌运营能否成功的核心指 标。通过精细化的流量承接与会员留存机制，品牌能够将大促期间获取的流量转化为长期稳定的基本 盘，从而在随后的商业周期中释放更高质量的增长潜力。 针对上榜CBI500强的品牌分析显示，电商行业的增长驱动力正在发生代际更替。区别于以往主要依赖 平台流量分发和价格竞争的模式，场景化叙事与深度用户运营正在成为新的增长极。头部品牌更倾向于 通过新品发布、节日礼赠及定制 ...

12月30日，国际机构尼尔森发布报告，解读最新一期的"中国线上消费品牌指数"（CBI）及榜单。报告认为，中国消费者的品牌消费意愿仍在 持续增强，线上引领增长的趋势更加显著。品牌榜单的变化，显示平峰期的稳态经营同样关键，把大促红利转化为持续复购和长期沉淀尤为 关键。在成熟的品牌经营中，大促与平峰并非此消彼长，而是可以形成相互促进的良性循环。 日前，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，阿里巴巴淘天集团提供技术支持的CBI系列指 数及CBI500强榜单发布了最新一期成果。该系列指数及榜单每季度更新一次，是业内首个完全基于消费者实际购买行为的品牌价值评估体 系。 最新数据显示，2025年第三季度CBI指数较2023年同期增长4.4%，同比去年同期提升0.92%。结合国家统计局发布的线上零售增速数据，尼尔 森报告认为，在当前市场环境中，中国品牌消费市场平峰期活力不减。此前，天猫数据显示，2025年双11实现最近四年最好增长。大促负责 完成声量与规模跃迁，而平峰期是快消品牌进入消费者的日常选择集合的关键节点。 报告还认为，品牌要在平峰期积累心智、增加复购，除了通过场景塑造增加用户 ...

12月30日，国际机构尼尔森发布报告，解读最新一期的"中国线上消费品牌指数"(CBI)及榜单。报告认 为，中国消费者的品牌消费意愿仍在持续增强，线上引领增长的趋势更加显著。品牌榜单的变化，显示 平峰期的稳态经营同样关键，把大促红利转化为持续复购和长期沉淀尤为关键。在成熟的品牌经营中， 大促与平峰并非此消彼长，而是可以形成相互促进的良性循环。 早些时候，尼尔森在解读2025年第二季度CBI指数时提出，中国社会零售在电商大促节点呈 现"量""质"齐升特点，"把握电商大促增长机会已经成为全球品牌在中国市场成功的关键"；本次报告则 指出，平峰期作为大促的承接阶段，是品牌造血窗口，这一时期，复购是品牌成功的关键，"通过精细 化流量承接、会员留存与复购机制建设，品牌不仅能够保持稳定的基本盘表现，更有助于在后续大促周 期中释放更高质量的增长潜力。" 尼尔森梳理最新一期的CBI500强上榜品牌后发现，在电商平峰期，不同品类的增长逻辑各有差异，但 核心依然聚焦在场景驱动及购买心智上。 报告分析，不同于过去依赖平台流量和价格战，场景化叙事成为品牌造血的关键。品牌需要将产品融入 具体的生活切片，礼赠仪式、定制服务、悦己体验，都是品 ...

Core Insights - The current consumer goods market is experiencing both "consumption upgrading" and "consumption downgrading," necessitating a deeper analysis through big data to understand market trends [1] - The "China Online Consumption Brand Index (CBI)" report reveals significant insights into consumer behavior, indicating a shift towards brand quality and a continuous trend of consumption upgrading in China [2][3] Market Trends - The CBI index has shown a steady increase from 59.42 in Q1 2023 to 65.21 in Q2 2025, indicating a growing consumer preference for branded quality products [2] - The trend of consumers moving from lesser-known brands to those ranked within the top 500 suggests an overall upgrading in consumption rather than downgrading [3] Brand Dynamics - Recent discussions highlight a return to brand-focused purchasing, with consumers prioritizing brand experience over low prices, marking a shift from previous trends of low-cost and private label products [5][14] - The emergence of new brands in the fast-moving consumer goods (FMCG) sector is notable, with a focus on brand reputation, loyalty, and market opportunities [5][6] Consumer Behavior - Data indicates that over 200 major fast-moving consumer goods brands on Tmall have achieved double-digit growth in GMV after refunds, with over 500 new brands seeing a 40% year-on-year increase in sales [8] - The market is witnessing a "K-shaped" recovery, where new brands are capitalizing on unmet consumer needs in niche markets, leading to their rapid growth [8] Brand Innovation - Brands like "Hai Gui Ba Ba" and "Xi Mu Yuan" exemplify successful strategies in niche markets, focusing on unique consumer needs and leveraging technological advancements for product development [9][10] - The evolution of brand founders is evident, with a shift towards more versatile and hands-on leadership styles that emphasize product quality and innovation [10][11] Platform Evolution - Tmall is transitioning from a traffic distribution platform to one that emphasizes brand value creation, rewarding brands that can attract consumers through product quality rather than discounts [15][16] - The CBI index's rise reflects a broader consumer realization that low prices often compromise quality, leading to a renewed focus on brand trust and long-term consumer relationships [16]

Core Insights - The report highlights the opportunities for emerging brands in the current Chinese consumer market, emphasizing the importance of innovation and differentiation to capture market share [1][3]. Group 1: Research and Development - The "China Online Consumption Brand Index (CBI)" and "Global Brand China Online Top 500 List (CBI500)" were developed in collaboration with Peking University and supported by Alibaba Group, focusing on fast-moving consumer goods (FMCG) and new brands [1][2]. - A special seminar was held to discuss the findings of the CBI FMCG Emerging Brand List, featuring key figures from academia and industry [1][2]. Group 2: Market Trends - The current market environment in China is characterized by policy and capital boosts, creating structural opportunities despite intensified competition [3]. - The majority of the 50 emerging brands listed are domestic brands, indicating a strong trend of entrepreneurship and innovation in the Chinese FMCG sector [3]. Group 3: Investment Insights - Investment firms are focusing on various dimensions to evaluate emerging brands, including product innovation, market positioning, and consumer engagement [4][6]. - The fast-moving consumer goods emerging brand list serves as a "brand data investment bank," providing a systematic evaluation of brand value and growth potential [6]. Group 4: Consumer Behavior - Emerging brands are increasingly successful by understanding and responding to the nuanced demands of specific consumer segments, leading to higher customer retention and repeat purchases [3][5].

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]

Core Insights - The "China Online Consumer Brand Index" (CBI) is the world's first online consumption index based on real consumer big data, focusing on high-quality development [3][4] - The CBI index fills a gap in macro statistics regarding the monitoring of consumption quality, providing a scientific method to observe the structure and quality upgrade of Chinese consumption [3][4] - The CBI index has shown an increase from 59.42 in Q1 2023 to 65.21 in Q2 2025, indicating a rise in average brand scores in the national consumption sector [4] Index Details - The CBI index series includes the China Online Consumer Brand Index, China Online Brand Purchasing Power Index, and the Global Brand China Online Top 500 list, offering both national and regional insights [4] - The latest research highlights that the CBI index for the fast-moving consumer goods (FMCG) sector has seen significant growth, reflecting an increasing consumer focus on quality and brand [4] Regional Insights - New first-tier and second-tier cities exhibit stronger CBI consumer brand indices, indicating higher average consumption quality in these areas [4] - First-tier cities dominate in total purchasing power, while areas with a high proportion of floating population show a balanced consumption quality and strong purchasing power [4] Brand Characteristics - New brands that made it to the list share common traits, including strong originality and a focus on product innovation in niche consumption scenarios, combining practical and emotional value [5] Market Context - Despite perceptions of a "white label era," the overall index indicates that it remains a time for brand development and growth, supported by a growing middle-income group exceeding 400 million people [6]

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]

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].

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]