课题组分析认为，电商购物节成为品牌消费主场的原因主要有两方面：一方面，消费者对购物节的时间 节点已形成稳定预期，品牌商家在此期间进行折扣促销，既能够吸引消费者集中释放需求，又不会对品 牌定位产生负面影响；另一方面，随着经济持续发展，我国消费者对品牌商品的需求也在不断上升。 为了鼓励消费品牌创业创新，本期CBI指数报告新增了"快消新锐品牌榜"专题研究。上榜的50个品牌 中，有48个为来自中国内地的新兴品牌，显示出中国快消行业在创业与创新方面的回暖趋势与增长潜 力。 课题组指出，高价值人群的消费偏好以及消费者的复购行为，是快消新品牌实现从"网红"向"长红"转变 的关键因素。新品牌需从"流量思维"转向"用户生命周期管理"，通过持续的产品创新和优质服务体验绑 定高价值用户，从而摆脱昙花一现的发展困境。 新华财经北京8月20日电 第二期"中国线上消费品牌指数"（CBI）20日正式发布。该指数在今年二季度 继续保持增长，反映出我国消费者在选购商品时，倾向于优质产品和品牌商品的趋势正持续增强。 CBI指数从2025年一季度的63.38上升至二季度的65.17。指数显示，在"618""双11"等大型购物节所属季 度，消费者更 ...

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]