9月社会零售品消费数据点评：9月社零同比+3.0%，服务消费呈现强韧性

Investment Rating - The industry investment rating is "Overweight," indicating a positive outlook for the sector compared to the overall market performance [10]. Core Insights - In September 2025, the total retail sales in China reached 4.2 trillion yuan, showing a year-on-year growth of 3.0%, which is in line with market expectations. The growth rate has slowed down compared to previous months due to the high base effect from last year's consumption policies [5]. - Online retail continues to show strong growth, with a penetration rate of 25.2% in September, up from 24.2% in the same month last year. The online retail sales for the first nine months of 2025 increased by 9.8% year-on-year, significantly outpacing the overall retail growth [5]. - The report highlights the resilience of service consumption, with the service sector production index growing by 5.6% year-on-year in September. The government has introduced measures to expand service consumption, which is expected to further stimulate growth [5]. Summary by Sections Retail Sales Performance - In September 2025, retail sales grew by 3.0% year-on-year, with a total of 4.2 trillion yuan. Excluding automobiles, retail sales increased by 3.2% [5]. - The growth rate of retail sales has slowed down due to the high base effect from last year's consumption policies [5]. Online Retail Trends - Online retail sales for the first nine months of 2025 reached a growth rate of 9.8%, which is 5.3 percentage points higher than the overall retail growth [5]. - In September, the online retail sales amounted to 1,056.4 billion yuan, with a year-on-year growth of 7.3% [5]. Service Consumption - The service sector's production index increased by 5.6% year-on-year in September, indicating strong service consumption resilience [5]. - The government has implemented 19 measures to enhance service consumption, focusing on improving the quality of service supply [5]. Investment Opportunities - The report suggests a positive outlook for e-commerce and instant retail sectors, particularly companies like Alibaba, JD.com, Meituan, and Pinduoduo, as well as premium gold jewelry brands like Lao Pu Gold and Cai Bai Co. [5]. - The travel industry is expected to benefit from service consumption policies, with companies like Sanxia Tourism and Changbai Mountain highlighted as potential investment opportunities [5].