2025年7月社零数据跟踪报告：7月社零总额同比+3.7%，增速同比提升、环比下降

Investment Rating - The industry is rated as outperforming the market, with an expected relative increase of over 10% in the next six months compared to the market index [49]. Core Insights - In July 2025, the total retail sales of consumer goods in China reached 38,780 billion yuan, showing a year-on-year growth of 3.7%, which is an increase of 1.0 percentage points compared to the same month last year, although it represents a decline of 1.1 percentage points from June [2][13]. - The growth rate of commodity retail continues to decline, while the growth rate of catering revenue has slightly rebounded compared to the previous month [17]. - The performance of various consumer goods categories shows that home appliances and audio-visual equipment, as well as furniture, have seen significant growth, both exceeding 20% [3][21]. Summary by Sections Overall Performance - The total retail sales of consumer goods in July 2025 increased by 3.7% year-on-year, with a total of 38,780 billion yuan. The growth rate improved by 1.0 percentage points year-on-year but decreased by 1.1 percentage points month-on-month [2][13]. - The Consumer Price Index (CPI) rose by 0.5% year-on-year in July, up from 0.1% in June [14]. Segment Analysis - Among 16 categories of goods, three categories (oil and petroleum products, automobiles, and building and decoration materials) experienced negative growth, while the remaining categories showed positive growth. Notably, home appliances and audio-visual equipment, as well as furniture, demonstrated remarkable growth, both exceeding 20% [3][21]. - Essential goods such as grain and oil (+8.6%), daily necessities (+8.2%), and traditional Chinese and Western medicines (+0.1%) showed varying growth rates, with grain and oil experiencing a slight decline [21][23]. Online Retail Performance - From January to July 2025, the cumulative online retail sales reached 86,835 billion yuan, reflecting a year-on-year growth of 9.2%, accounting for 30.55% of total retail sales of consumer goods [40][42]. - The online retail sales of physical goods amounted to 70,790 billion yuan, with year-on-year growth of 6.3%, and specific categories such as food, clothing, and daily necessities saw growth rates of 14.7%, 1.7%, and 5.8%, respectively [40][44]. Investment Recommendations - The report suggests focusing on sectors such as food and beverages, social services, and retail, highlighting opportunities in the liquor industry, baby-related products, and domestic cosmetics brands due to favorable policies and market conditions [46][47]. - In the retail sector, the attractiveness of gold as a safe-haven asset is expected to increase, and domestic beauty brands are gaining market share, making them potential investment targets [47].