7月社会零售品消费数据点评：7月社零同比+3.7%，线上消费渗透率持续提升

Investment Rating - The industry investment rating is "Overweight" indicating a positive outlook for the sector compared to the overall market performance [11]. Core Insights - In July 2025, the total retail sales of consumer goods increased by 3.7% year-on-year, which was below market expectations. The total retail sales reached 3.9 trillion yuan, with a month-on-month decline of 1.1 percentage points [5]. - Online retail sales and penetration rates have significantly increased due to enhanced subsidies from instant retail platforms. The online retail sales for the first seven months of 2025 grew by 9.2% year-on-year, surpassing the overall retail growth rate [5]. - The report highlights a divergence in domestic consumption performance, with sectors like instant retail benefiting significantly, while the restaurant sector continues to face pressure [5]. Summary by Sections Retail Sales Performance - July 2025 saw a 3.7% year-on-year increase in retail sales, lower than the expected 4.9%. Excluding automobiles, retail sales grew by 4.3% [5]. - The retail sales of goods in July reached 3.4 trillion yuan, with a year-on-year growth of 4.0% [5]. Online and Offline Retail Trends - Online retail sales in July amounted to 959.9 billion yuan, with a year-on-year growth of 8.3% and a month-on-month increase of 3.6% [5]. - The online penetration rate reached 24.8%, up from 23.7% in the previous year [5]. Consumer Goods and Services - The report notes a significant increase in the sales of daily consumer goods, with categories like communication and food seeing growth rates of 14.9% and 8.6% respectively [5]. - The restaurant sector's growth remains low, with July's revenue at 450.4 billion yuan, reflecting a year-on-year increase of only 1.1% [5]. Investment Recommendations - The report recommends focusing on e-commerce and instant retail sectors, highlighting companies like Alibaba, JD.com, and Meituan as key players [5]. - It also suggests investing in quality gold and jewelry brands, as well as companies in the travel industry that are expected to benefit from the summer tourism season [5].