Alibaba Group's (BABA, Financial) Taotian Group has enabled the launch of the world's first online consumption index focused on high-quality development, known as the China Online Consumption Brand Index (CBI), by Peking University's National School of Development.
The CBI, which stands at 66.28 for the last quarter of last year, has increased by 3.8% year-over-year. It highlights that domestic consumers prefer purchasing branded products. The index shows a consistent growth over five quarters in Chinese consumer preference for premium brands, emphasizing the potential for brands that can capture the nuanced demands of China's discerning middle-class and younger consumers.
Based on extensive online consumption data from platforms like Taobao and Tmall, the index evaluates brand assets using criteria such as brand recognition, novelty, loyalty, and reputation. By analyzing consumer spending across different brands, it provides insights into consumption quality changes, assisting macroeconomic monitoring with comprehensive coverage of volume, price, and quality.
Additionally, a brand listing titled the "Global Brand China Online Top 500" was released, entirely based on actual consumer purchasing behavior, with international brands making up one-third of the list and Apple securing the top spot, highlighting domestic consumers' preference for high-brand-value products.
