2025年7月社零数据点评：社零同比增长3.7%，主要可选消费品增长稳健

Investment Rating - The investment rating for the retail industry is "Outperform the Market" (maintained) [3][17]. Core Viewpoints - In July 2025, the total retail sales of consumer goods reached 38,780 billion, with a year-on-year growth of 3.7%. Excluding automobiles, the growth was 4.3% [4][5]. - The growth trend in retail sales continues, with goods retail growing by 4% and catering income increasing by 1.1% in July [4][5]. - For the first seven months of 2025, the total retail sales amounted to 284,238 billion, reflecting a growth of 4.8% [5]. Summary by Relevant Sections Retail Sales Performance - In July 2025, essential goods maintained steady growth, with categories such as grain and oil, tobacco and alcohol, and daily necessities growing by 8.6%, 2.7%, and 8.2% respectively. In the optional category, cosmetics, gold and jewelry, and clothing grew by 4.5%, 8.2%, and 1.8% respectively [4][8]. - The online retail sales for the first seven months of 2025 increased by 9.2%, with physical goods online retail sales growing by 6.3%, accounting for 24.9% of total retail sales [8]. Future Outlook and Investment Suggestions - The report anticipates that domestic policies focusing on stimulating consumption and countering supply-side issues will create a favorable environment for future consumption recovery [4][11]. - Recommendations for long-term investment opportunities include: 1. Cross-border expansion: With improving external trade conditions, companies like Xiaogoods City, Focus Technology, and Anker Innovation are highlighted [4][11]. 2. Gold and jewelry: Companies such as Chao Hong Ji, Chow Tai Fook, and Cai Bai Co. are expected to benefit from high gold prices and consumer demand [4][11]. 3. Beauty and personal care: Brands like Shiseido, Dengkang Oral Care, and Shanghai Jahwa are positioned to gain market share due to domestic product replacement [4][11]. 4. Traditional retail: Companies like Chongqing Department Store and Miniso are noted for their potential in improving performance and being undervalued [4][13].