2025Q4线下零售速报

Overall Summary - The offline retail situation for Q4 2025 shows a narrowing decline in sales, order numbers, and average order spending compared to the previous year, indicating a potential stabilization in the retail sector [4][5][8] - The overall sales decline for Q4 2025 is 4.84%, marking the best performance of the year, with order numbers and average spending also showing declines of less than 3% [4][5] - Consumer confidence has shown a recovery trend since mid-2025, with the index surpassing 90 for the first time in nearly two years, suggesting positive future expectations [8] Retail Performance Overview - The analysis covers four major categories: food, beverages, alcohol, and daily chemicals, using a continuous store model to assess quarterly performance [2] - Q4 2025's performance is significantly better than previous quarters, providing some optimism for 2026 [5] Price Levels - The WPI (Wholesale Price Index) for food, beverages, and daily chemicals remains below 100, indicating ongoing price pressure [9][11] - In Q4 2025, the price indices for these categories are between 98 and 99, reflecting a downward trend in price levels compared to the previous year [11] Key Category Insights - In the food category, the top three segments with increased market share are hot pot ingredients, pure milk, and frozen sausages, while snacks like puffed foods and candies have seen declines [14][17] - The beverage category shows a decline in dairy drinks but growth in ready-to-drink juices and functional beverages, driven by health trends [20][23] Order and Spending Analysis - In Q4 2025, the food category saw growth in sales and order numbers for frozen sausages, hot pot ingredients, and frozen prepared foods, with frozen sausages experiencing nearly 30% growth [27][28] - Conversely, self-heating foods and several snack categories continue to decline significantly, with instant noodles also showing a notable drop of 7% to 10% [28][29] SKU and New Product Trends - The top SKUs in the food category for Q4 2025 include frozen sausages and various nut products, indicating a shift towards healthier and premium offerings [52] - In the beverage category, ready-to-drink coffee and plant-based drinks are gaining traction, with new product launches reflecting market trends towards health and functionality [55][56]