Brand Consumption Improves in Both Volume and Quality, Shopping Campaigns Become Key Drivers
Data from the National Bureau of Statistics shows that in Q2 2025, online physical goods retail sales increased by 6.0% year-on-year, outpacing the growth rate of total retail sales of consumer goods (5.0%), indicating sustained activity in online consumption. The report highlights that during major promotional events such as 6.18 mid-year shopping festival (the abbreviation is “618” ), e-commerce platforms effectively stimulated brand consumption by simplifying promotional rules, optimizing membership systems, and enhancing the shopping experience.
Meanwhile, the duration of e-commerce sales campaign has significantly extended this year, with some platforms lengthening their promotional periods from 17 days to 32 days. Combined with incentives such as instant discounts, government subsidies, and platform coupons, these measures have driven a notable increase in GMV (gross merchandise value, excluding refunds). In Q2, seasonal categories such as ice cream, beer, insect repellent, and sunscreen saw significant year-on-year sales growth, reaching 39.4%, 19.6%, 10.8%, and 9% respectively.
Strong Online Performance in FMCG Sector Leads Omnichannel Growth
According to NIQ’s RMS data, China’s FMCG industry achieved a 3.4% year-on-year growth across all channels in Q2 2025, with online channels surging by 16.2%. Categories such as beauty, beverages, grains and oils, and personal care all recorded double-digit growth in online sales, driving overall market expansion.
Circle-Based Marketing Deepens, Building Efficient Conversion Loops
As brand competition intensifies in China’s FMCG market, circle-based marketing strategies have become a key path for brand growth. NielsenIQ points out that brands are building trust and recognition by understanding the needs of core consumer circles, educating transitional circles, and penetrating outer circles—forming an efficient marketing loop of “awareness → conversion → repurchase → advocacy.” Multi-circle engagement not only helps improve ROI but also enables brands to build more loyal customer assets, supporting sustainable growth in a complex market environment.
NielsenIQ continues to monitor market dynamics, providing brands with deep insights and strategic recommendations to help them seize opportunities and achieve sustainable development in an increasingly competitive landscape.
2025 Q2 CBI insight
E-commerce platforms are reshaping consumer behavior with longer promo cycles and smarter incentives. Brands that align with these rhythms are seeing stronger conversion and loyalty. Download the report to explore more!
