1、 China Online Consumer Brand Index (2023-2025)May 21,2025 National School of Development,Peking University Institute of Digital Finance,Peking University Business School,Sun Yat-sen University Alibabas Taobao and Tmall Group CBI Project：Yang Ji Yiping Huang1 For access to the full report and its att

2、achments,please visit:https:/ 1 The CBI project received invaluable support and assistance from the National School of Development at Peking University,the Institute of Digital Finance at Peking University,the Business School of Sun Yat-sen University,and Alibabas Taobao and Tmall Group.We express o

3、ur heartfelt gratitude to these institutions for their generous contributions.We are especially grateful to Yan Shen,Jun Pang,and Peng Wang for their insightful suggestions,which greatly improved this work.It is important to note that the views expressed in this index do not represent those of the N

4、ational School of Development at Peking University,the Institute of Digital Finance at Peking University,the Business School of Sun Yat-sen University,and Alibabas Taobao and Tmall Group.Any errors or omissions are the sole responsibility of the CBI research team.Non-technical Summary 1.Background a

5、nd Motivation.1 2.Principles and Indicators for Brand Rating and Index Construction.6 2.1 Core Principles.6 Focusing on Brands and Highlighting Consumption Quality.6 Leveraging E-commerce Big Data in the Online Market.6 Embracing Online Growth Strategies for Domestic and Global Brands.6 Recognizing

6、Industry and Time Period Differences in Brand Evaluation.7 Balancing Industry Classification Across Academia,Business,and Public Perception.7 2.2 E-commerce Platform Selection and Industry Classification.8 2.3 Indicators and Weighting Methodology.10 3.Methodology Framework for Brand Scoring and Inde