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、中山大学商学院合作开发，阿里巴巴淘天集团 提供技术支持的2025年二季度"中国线上消费品牌指数"（CBI）、"全球品牌中国线上500强榜单"（CBI500）发布。 在高价值人群获取方面，至本、海龟爸爸、绽家、她研社等品牌表现突出，成功赢得了高净值消费群体的认可。而在 客户忠诚度建设上，HBN、蔬果园、Off & Relax、BeBeBus等品牌通过优质的产品和服务，实现了较高的复购率。 高价值人群的偏好与消费者的复购行为，是快消行业新品牌实现从"网红"到"长红"的关键变量，不仅反映了品牌的当 前表现，也为品牌未来发展提供了明确的优化方向。 其中，赛道机会作为新增维度，权重为20.0%，以淘宝天猫消费大数据为基础，通过市场规模、进入壁垒、红蓝海指 数（搜索增速与成交增速的差值）等指标，综合刻画细分赛道的发展潜力。 数据显示，美容仪器、颈部护理、皮具护理、儿童餐椅、儿童彩妆等细分类目的红蓝海指数较高，显示出较强的市场 机会和成长潜力。 研究指出："新品牌发展过程中，平台高级会员与高消费能力者的认可也是品牌奠定高品质形象、获得外部肯定性评 价的重要标志 ...

Group 1 - The core viewpoint is that the children's cosmetics market in China is experiencing rapid growth, with a significant increase in both the number of registered products and market size, driven by improved regulatory frameworks and consumer demand [1][2] - As of June 2025, there are 28,168 registered ordinary children's cosmetics, with 27,219 being domestic and 949 imported, and 427 registered special children's cosmetics, with 406 domestic and 21 imported [1] - The market for children's skincare products is projected to exceed 50 billion yuan by 2025, while the children's color cosmetics market is expected to grow from over 10 billion yuan in 2019 to 24 billion yuan by 2025, reflecting a compound annual growth rate of over 20% [1] Group 2 - The National Medical Products Administration (NMPA) has established specific regulatory requirements for children's cosmetics, emphasizing "safety first, necessary efficacy, and minimal formulation" [2] - The NMPA has introduced a dedicated label, the "Little Golden Shield," to enhance the identification of children's cosmetics, aiding consumers in making informed purchasing decisions [2] - The technical guidelines for children's cosmetics have been refined based on children's physiological characteristics and skin properties, aiming to improve product safety standards [2]

Summary of Conference Call Records Industry Overview Personal Care Industry - Sanitary Napkins: The industry sentiment has dissipated, and the growth trend continues. Brands such as High Clean, Taotao Oxygen Cotton, and Princess Nais have seen over 300% growth in January-February. Free Point and She Yan She experienced high double-digit growth, while Sofy and Whisper saw a decline during the same period. Free Point's daily sales remain stable at over 2 million [1][1][1] - Toothpaste: Brands like Cold Acid Spirit and Shuke have maintained over 100% growth in January-February, while brands such as Canban, Haolai, Yunbai, and Colgate have shown rapid growth [1][1][1] - Pet Products: Brands like Frigat, Xianlang, and Royal have experienced over 200% growth, while Maifudi, Chengshi Yikou, and Wanpi have maintained rapid growth. However, Desire has seen a slight decline. Maifudi and Wanpi have a market share of around 50%, with the industry focusing on mid-tier and small influencers for self-broadcasting [1][1][1] Baby and Child Care Industry - Leading brands have generally maintained high-speed growth in January-February, with youth products gaining traction. Popular items include Kangaroo Mama's youth series (cleansing & lotion & body wash), Runben's anti-chapping cream, and Bedemei's baby & youth hair care products [2][2][2] Toys and Home Goods - Trendy Toys: Pop Mart continues to show strong growth, while Kayo and LEGO remained flat in January-February. Leading brands have a high self-broadcasting ratio, with Pop Mart and Kayo's self-broadcasting ratio reaching around 80% [2][2][2] - Home Goods: There was a recovery in February compared to January, with brands like Haotaitai showing rapid growth, along with Jiuzhou, Ruiter, Gongniu, Zhi Huashi, and Mosi experiencing relatively fast growth [2][2][2] Jewelry Industry - The performance of leading brands is differentiated, with brands like Chao Hong Ji, Cai Bai, and Lao Miao showing relatively fast growth. Chao Hong Ji's bracelet sales are particularly strong, while Cai Bai benefits from leading average prices due to investment gold advantages [2][2][2]