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中国可选消费行业:群雄激战,拉锯持续:业绩前瞻与展望
Bank of China Securities·2025-08-05 07:18

Investment Rating - The report maintains an "Overweight" rating for the Chinese discretionary consumption sector [2] Core Insights - The overall consumption in China has received some support from national policies and e-commerce platform subsidies, but competition among brands and retailers has intensified, leading to potential risks of underperformance in earnings for many companies [2][3] - The report anticipates that the recovery of the current consumption cycle may take longer compared to the 2010s, which could result in faster capital rotation and less patience from investors [2] - Chinese companies are becoming increasingly competitive overseas, with international expansion seen as a significant growth driver for profitability [2] Summary by Sections Overall Consumption Performance - In the first half of 2025, China's total retail sales increased by 5.0% year-on-year, but there was a slowdown in sales data during the second quarter [5][6] - The home appliance sector showed strong performance with a year-on-year growth of 30.7% due to trade-in subsidies, supporting overall retail data [5][6] E-commerce and Competitive Landscape - The 618 shopping festival saw a total GMV of 855.6 billion RMB, a 15.2% increase year-on-year, but the competition was tougher than in 2024, leading to challenges for brands [5][6] - The report predicts that the upcoming Double 11 shopping festival will continue this trend of intense competition, potentially leading to downward adjustments in earnings guidance for many companies [5][6] Sector-Specific Insights Home Appliances - The report expects the central government's trade-in subsidies for durable goods to be extended into the second half of 2025, but the marginal benefits may decline due to previously released demand [5][6] - A potential price war is anticipated in the fourth quarter of 2025 due to demand slowdown and competition from emerging brands [5][6] Tourism - The tourism sector is expected to benefit from continued consumer demand for experiential consumption, although domestic air travel has slowed down in 2025 [5][6] - The report is optimistic about leading companies in the hotel sector outperforming the industry, with expectations of moderate year-on-year recovery in RevPAR metrics [5][6] Toys and Jewelry - The toy and jewelry sectors are currently performing strongly, with expectations for continued momentum into the second half of 2025 [5][6] - The overseas market is seen as a bright spot for toy companies, despite tariff threats, with new product launches anticipated in the fourth quarter [5][6] Apparel - The apparel sector's performance in the second quarter of 2025 was below expectations, leading to increased competition among brands in the Chinese market [5][6] - High-end brands are expected to accelerate their overseas expansion, albeit at the cost of some profit margins [5][6] Valuation and Market Outlook - The report notes that the consumption sector's valuations remain at historically low levels, with only a few leading companies showing higher valuations due to market concentration [9][10] - Without significant economic stimulus, the recovery of the consumption sector's profitability may take longer than previous cycles, limiting the upward movement of valuation multiples [9][10] Stock Selection Logic - The report highlights specific companies such as Anta, Tongcheng Travel, Pop Mart, and Blokus as having strong potential for growth both domestically and internationally [2][5]