万联证券：把握服务消费领域的投资机会 重点关注连锁餐饮及体育

Core Viewpoint - The report from Wanlian Securities indicates that domestic service consumption in China has rebounded to 46% of total household consumption in 2024, nearing a structural critical point of 50%, suggesting a rapid growth phase for the industry, which is expected to be a key driver for domestic demand and consumption [1] Group 1: Investment Opportunities - Investment opportunities in the service consumption sector can be focused on two key dimensions: 1) High replicability, emphasizing business models that can achieve rapid replication through standardized processes and strong supply chains; 2) High experience creation capability, targeting services that provide unique experiences, emotional resonance, or cultural identity [2] Group 2: Overview of Service Consumption - Modern service consumption is transitioning from "functional satisfaction" to "experience co-creation" and "emotional healing," where consumers pay for personalized, memorable experiences that create deep and lasting memories. Compared to traditional goods consumption, service consumption shows significant growth elasticity, stable profitability, and superior operational efficiency [3][4] Group 3: Development Trends - Service consumption in China is approaching a structural critical point for accelerated penetration in consumption share. The demand side is increasingly segmented, focusing on the "young and elderly" demographics. The supply side is characterized by a diversified service platform ecosystem that incubates supply and influences decision-making [4] Group 4: Classification of Service Consumption - The classification framework for service consumption is based on two dimensions: 1) Experience creation capability, which relates to psychological satisfaction and emotional resonance; 2) Replicability, which assesses the standardization of service processes and the potential for cross-regional and cross-demographic expansion. Three main tracks are identified: 1) Scale efficiency type (low experience + high replicability); 2) Artisan economy type (high experience + low replicability); 3) Brand premium type (high experience + high replicability) [5] Group 5: Recommendations - Recommendations include: 1) Chain restaurants/tea drinks, focusing on leading brands with supply chain advantages; 2) Sports, leveraging the economic impact of events and related services; 3) Performing arts, targeting operators with scarce IP value; 4) Service platforms, which are crucial for supply-demand matching and brand incubation [6]