商贸零售行业周报：年中大促临近尾声，多地国补转向限额管理-20250615

Investment Rating - The report maintains a "Positive" outlook on the commerce and retail industry, highlighting the resilience of domestic demand and the ongoing consumption trends driven by promotional events like the "618" sales [1]. Core Insights - The "618" sales event has seen significant consumer engagement, with platforms extending promotional periods to over four weeks, effectively stimulating demand across various categories [4]. - National subsidies have shifted to a limited distribution model, impacting sales dynamics in categories like home appliances and electronics, with notable sales growth reported [11]. - Domestic brands are experiencing rapid growth, driven by increased consumer demand and a shift in preferences towards high-quality, cost-effective local products [12]. Summary by Sections Market Overview - During the week of June 9 to June 13, 2025, the social service index decreased by 0.01%, while the commerce retail index fell by 1.49%, ranking 15th and 25th respectively among the Shenwan first-level industries [18][19]. Sales Performance - Tmall's "618" event reported that 43 brands achieved over 100 million yuan in sales within the first hour, with overall sales growth exceeding 50% year-on-year [7]. - JD's "Heart-Pounding Shopping Season" saw over 5 billion consumers placing orders, with nearly 80,000 brands doubling their sales compared to the previous year [8]. Consumer Trends - The report indicates a strong preference for domestic brands among younger consumers, with significant sales recorded for local skincare brands during promotional events [14]. - The demand for brand-name products has notably increased, particularly in new-tier cities, driven by promotional discounts [14]. Investment Recommendations - The report suggests focusing on e-commerce platforms that are enhancing online consumption through national policies and strategic investments in AI and instant retail markets, including Alibaba, JD, Meituan, and Pinduoduo [1]. - It also highlights opportunities in premium jewelry brands and department stores that are adapting to consumer needs and enhancing their offerings [1].