2025年7月社零数据点评：7月社零整体同增3.7%，家具、家电等品类增速较快

Investment Rating - The industry investment rating is "Positive" (maintained) [4][45] Core Viewpoints - In July, the total retail sales of consumer goods increased by 3.7% year-on-year, with furniture and home appliances showing rapid growth [4][6] - The total retail sales of consumer goods reached 38,780 billion yuan in July, with a year-on-year growth of 3.7%. Excluding automobiles, the total was 34,931 billion yuan, growing by 4.3% [5][6] - Urban and rural retail sales in July were 33,620 billion yuan and 5,160 billion yuan, respectively, with year-on-year growth of 3.6% and 3.9% [5][6] Summary by Category Overall Data - The total retail sales of consumer goods in July were 38,780 billion yuan, with a year-on-year increase of 3.7%. Excluding automobiles, the total was 34,931 billion yuan, with a growth of 4.3% [5][6] Essential Consumption - Essential consumption showed steady growth, with year-on-year retail sales for staple food and oil increasing by 8.6%, beverages by 2.7%, tobacco and alcohol by 2.7%, and daily necessities by 8.2% [17][23] Optional Consumption - In optional consumption, gold and silver jewelry and communication equipment saw rapid growth, with year-on-year retail sales for clothing and textiles increasing by 1.8%, cosmetics by 4.5%, gold and silver jewelry by 8.2%, and communication equipment by 14.9% [21][30] Other Consumer Categories - In other consumer categories, retail sales for home appliances and furniture showed significant growth, with furniture retail sales increasing by 20.6% and home appliances by 28.7%. However, building materials saw a decline of 0.5%, and petroleum products decreased by 8.3% [31][34]