商贸零售行业5月社零报告专题：5月社零同比亮眼，国补叠加大促助发展

Investment Rating - The industry investment rating is "Overweight" [1] Core Viewpoints - In May 2025, the total retail sales of consumer goods reached 41,326 billion yuan, with a year-on-year growth of 6.4%, exceeding the consensus expectation of 4.85% [10][12] - Urban retail sales growth has outpaced rural markets for three consecutive months, with urban sales increasing by 6.5% and rural sales by 5.4% in May [12] - Offline retail performance is stronger than online, with offline retail sales growing by 10.50% year-on-year in May, while online sales saw a decline of 4.25% [15][24] Summary by Sections Overall Retail Sales - The total retail sales in May 2025 grew by 6.4% year-on-year, reaching 41,326 billion yuan, which is higher than the expected growth rate [10][12] Regional Performance - Urban retail sales amounted to 36,057 billion yuan, growing by 6.5%, while rural retail sales were 5,269 billion yuan, with a growth of 5.4% [12] Channel Performance - Offline retail sales increased by 10.50% year-on-year, while online retail sales decreased by 4.25% in May [15] Category Performance - The restaurant sector saw stable growth, with a total revenue of 4,578 billion yuan, up 5.9% year-on-year. The total retail sales of goods reached 36,748 billion yuan, growing by 6.5% [24] - Essential and discretionary categories showed strong performance, with year-on-year growth rates of 11.38% for essentials and 7.87% for discretionary items in May [30][31] Price Trends - Both CPI and PPI showed a year-on-year decline, with CPI at -0.1% and PPI at -3.3% in May [37][39] Employment Situation - The urban unemployment rate in May 2025 was 5.0%, marking a continuous decline for three months [46][48] Investment Recommendations - The report suggests focusing on high-end liquor and regional leaders in the liquor industry due to competitive dynamics. It also recommends attention to the restaurant supply chain as consumer spending in dining is expected to recover [54]