政策暖风叠加春节催化 消费板块投资机遇凸显
Zhong Guo Zheng Quan Bao·2026-02-13 20:23

Core Viewpoint - The upcoming 2026 Spring Festival consumption season is expected to inject strong vitality into traditional consumption while accelerating the implementation of new business formats and models, shifting the investment logic in the consumption sector from "overall recovery" to "selective structure" [1][4]. Policy Effects - The "2026 'Shopping New Spring' Special Activity Plan" was jointly issued by nine departments, covering six areas: food, accommodation, transportation, tourism, shopping, and entertainment [1]. - The plan includes various promotional activities such as New Year’s Eve dinner packages, home renovation promotions, and increased transportation capacity by civil aviation and railway departments [1][2]. - The Ministry of Commerce announced three major incentives for consumers: trade-in programs, prize invoices, and financial support, aimed at enhancing the supply and promotional activities of retail businesses [2]. Market Dynamics - The restaurant sector is experiencing a surge in demand, with many restaurants in Beijing reporting a booking rate of 90% for New Year’s Eve dinners [3]. - Various cities are creating complex consumption scenarios, such as events in Wangfujing and Nanjing Road that combine culture, food, and interactive experiences [3]. - The trade-in program is gaining traction, with an emphasis on increasing subsidies and enhancing promotional activities during the Spring Festival [3]. Investment Opportunities - Analysts suggest focusing on four main investment lines: 1. Offline retail leaders adapting to consumer trends and regaining traffic [4]. 2. Gold and jewelry brands with fundamental and valuation recovery potential [4]. 3. Domestic beauty brands excelling in high-demand niches [4]. 4. Upstream differentiated medical beauty product manufacturers benefiting from the recovery of medical beauty consumption [4]. - Long-term investment strategies should consider changes in consumer structure and focus on new products, technologies, channels, and markets [5].