国家统计局：5月以旧换新政策持续显效，消费市场增长加快

Core Insights - The consumer market in May showed significant recovery, driven by effective consumption policies, early promotional events, and increased holiday periods, leading to a notable rise in consumer demand [1][4] Group 1: Market Sales Performance - In May, the total retail sales of consumer goods reached 41,326 billion yuan, marking a year-on-year growth of 6.4%, with an acceleration of 1.3 percentage points compared to April, representing the highest monthly growth rate in 2024 [1] - The retail sales in county and rural markets grew by 5.4% from January to May, outpacing urban retail sales growth by 0.6 percentage points, with the county and rural market accounting for 38.9% of total retail sales, an increase of 0.1 percentage points year-on-year [1] Group 2: Product Category Growth - In May, retail sales of goods increased by 6.5%, with nearly 90% of product categories in large retail units experiencing growth. Notable increases were seen in sports and entertainment goods (28.3%), staple food (14.6%), and tobacco and alcohol (11.2%) [1] - The "old-for-new" policy significantly boosted sales in categories such as home appliances (53%) and communication equipment (33%), with growth rates accelerating by 14.2 and 13.1 percentage points respectively compared to April [2] Group 3: Online and Offline Retail Dynamics - From January to May, online retail sales of physical goods grew by 6.3%, outpacing overall retail sales growth by 1.3 percentage points, with online sales accounting for 24.5% of total retail sales [3] - Physical retail stores showed stable improvement, with retail sales in large retail units growing by 4.5% from January to May, with warehouse membership stores exceeding 30% growth [3] Group 4: Service Retail Market Trends - Service retail sales increased by 5.2% from January to May, slightly outpacing goods retail growth, driven by enhanced service offerings and diverse consumption scenarios [4] - The tourism and dining sectors saw significant growth, with dining revenue increasing by 5.0% compared to the previous period, reflecting a strong recovery in consumer spending [4]