Dongxing Securities·2025-06-17 07:21Investment Rating - The industry investment rating is "Positive" [6] Core Viewpoints - In May 2025, the total retail sales of consumer goods increased by 6.4% year-on-year, with a month-on-month acceleration primarily due to the early timing of the "6·18" promotional event [1] - Essential consumption categories showed steady growth, while discretionary categories continued to recover, with significant increases in sales for home appliances and furniture driven by government policies [2][3] - Online retail channels experienced robust growth, while offline channels showed structural differentiation, with a continued preference for high-cost performance products among consumers [4] Summary by Sections Retail Sales Performance - In May 2025, the total retail sales of consumer goods reached a year-on-year growth of 6.4%, with a month-on-month increase of 1.3 percentage points compared to April [1] - Cumulative retail sales from January to May 2025 showed a year-on-year growth of 5.0%, indicating a steady recovery in consumption [1] Consumption Types - Essential consumption maintained steady growth, with food, beverages, and daily necessities showing year-on-year sales increases of 14.6%, 0.1%, and 8.0% respectively [2] - Discretionary consumption categories, such as cosmetics and apparel, showed signs of recovery, with notable performance in gold and jewelry sales due to rising gold prices [2][3] Policy Impact - High-growth categories benefited from supportive consumption policies, with home appliances sales increasing by 53.0% year-on-year, furniture by 25.6%, and gold and silver jewelry by 21.8% [3] - The impact of government subsidies on consumer purchases was significant, particularly in the home improvement sector [3] Retail Channel Dynamics - Online retail sales grew by 8.5% year-on-year in the first five months of 2025, with physical goods online retail accounting for 24.5% of total retail sales [4] - Offline retail channels showed a mixed performance, with convenience stores and specialty stores growing at 8.5% and 6.3% respectively, while department stores lagged behind [4] Investment Strategy - The report suggests focusing on durable goods sectors benefiting from policy support and companies with strong channel integration and product competitiveness [4]