4月社会零售品消费数据点评：4月社零同比+5.1%，政策支持下内需展现强韧性

Investment Rating - The industry investment rating is "Overweight," indicating a positive outlook for the sector compared to the overall market performance [5][11]. Core Insights - In April 2025, the total retail sales of consumer goods increased by 5.1% year-on-year, slightly below market expectations of 5.5%. The total reached 3.7 trillion yuan, with a month-on-month decline of 0.8 percentage points [5]. - The report emphasizes the government's focus on expanding domestic demand, with policies aimed at boosting service consumption and enhancing consumer willingness [5]. - Online retail penetration continues to rise, with a year-on-year growth rate of 7.7% for the first four months of 2025, outperforming the overall retail growth by 3.0 percentage points [5]. - The service retail sector saw a year-on-year growth of 5.1%, with the government prioritizing policies to stimulate service consumption [5]. Summary by Sections Retail Sales Performance - April 2025 retail sales grew by 5.1% year-on-year, with a total of 3.7 trillion yuan. Excluding automobiles, retail sales of consumer goods increased by 5.6% [5]. - Online retail sales reached 931.7 billion yuan in April, growing by 6.12% year-on-year, with an online penetration rate of 25.1% [5]. Consumer Behavior and Policy Impact - The report highlights the effectiveness of consumption promotion policies, with significant growth in categories such as communication equipment (+19.9%) and home appliances (+38.8%) [5]. - The government has introduced measures to enhance consumer confidence, particularly in the service sector, which saw a production index increase of 6.0% year-on-year in April [5]. Investment Opportunities - The report identifies several sectors with strong growth potential, including e-commerce (Alibaba, JD.com, Meituan), department stores (DASHANG, Yonghui Supermarket), and the tourism industry (ShouLai Hotel, Jinhai Mountain) [5][6]. - The report suggests that the gold and jewelry sector will benefit from rising gold prices, with companies like LaoPu Gold and CaiBai maintaining strong growth [5][6].