商贸零售行业 10 月投资策略暨三季报前瞻：消费整体平稳增长，把握细分板块配置机遇

Investment Rating - The report maintains an "Outperform" rating for the retail sector, indicating expected performance above the market index [3][41]. Core Views - The overall consumption growth remains stable, with retail sales in August 2025 reaching CNY 3.97 trillion, a year-on-year increase of 3.4%. The growth in commodity retail sales was 3.6%, while catering revenue grew by 2.1% [1][14]. - The report highlights that individual stock performance will be more significant than overall industry trends in the current market environment, emphasizing the importance of stock selection [1][11]. Summary by Sections Beauty and Personal Care - The third quarter is typically a slow season for the cosmetics industry, but marketing efforts have been advanced in preparation for Q4 promotions. Despite a supportive year-on-year growth forecast, rising online channel costs and a lack of product innovation are expected to increase expense ratios, leading to continued stock differentiation within the sector [1][12]. Gold and Jewelry - In August 2025, the gold and jewelry sector saw a retail sales increase of 16.8% year-on-year. The sector is expected to perform well due to low base effects and rising gold prices. Products that appeal to younger consumers, such as fixed-price gold items, are anticipated to see growth above the industry average [1][12]. Supermarkets and Department Stores - From January to August 2025, department store retail sales slightly increased by 1.2%, while supermarket sales grew by 4.9%. The sector is undergoing a transformation, and companies are expected to stabilize their performance in the second half of the year, setting the stage for a potential rebound in 2026 [2][12]. Cross-Border E-commerce - Major companies in the cross-border e-commerce sector are expected to benefit from steady overseas demand and domestic product innovation. However, profit margins may vary due to external environmental disruptions. Leading domestic platforms are seen as resilient against risks due to their strong product capabilities and flexible tariff strategies [2][12]. Investment Recommendations - The report recommends several companies across different segments, including: - Beauty and Personal Care: Upgrading products and refining channel operations are expected to enhance market share for domestic leaders like Shiseido, Aokang Technology, and others [3][41]. - Gold and Jewelry: Companies focusing on differentiated designs and fixed-price products, such as Chow Tai Fook and Man Ka Long, are expected to benefit from current market conditions [3][41]. - Offline Retail: Companies like Miniso and Yonghui Supermarket are highlighted for their potential to improve performance amid a stable domestic demand environment [3][41]. - Cross-Border E-commerce: Companies with strong risk resilience, such as Small Commodity City and Focus Technology, are recommended for investment during market dips [3][41].