黄金税收新政出台；国货美妆开始布局视频号：新消费行业周报（2025.11.3-2025.11.7）-20251109

Investment Rating - The industry investment rating is "Positive" (maintained) [1] Core Insights - The introduction of new tax policies for gold is expected to drive market share towards leading brands in the medium to long term. The new tax policy exempts value-added tax for standard gold transactions, which may lead to increased costs for non-investment gold products, ultimately raising retail prices and potentially suppressing consumer demand in the short term. However, this policy is anticipated to regulate the industry and strengthen the competitive advantage of compliant leading brands [5]. - Domestic beauty brands are beginning to establish a presence on video platforms, with significant growth in the social e-commerce sector. The GMV of WeChat mini-programs is expected to exceed 2.5 trillion yuan in 2025, with social e-commerce accounting for over 50% of total transactions. Brands that leverage this platform effectively may maintain competitive advantages [5]. - The report emphasizes the importance of understanding new consumer narratives shaped by younger generations, suggesting a focus on high-quality domestic brands in beauty, gold jewelry, trendy toys, and tea beverages [22]. Summary by Sections Industry Performance - The new consumption sector showed varied performance, with the beauty and personal care sector declining by 3.10%, while the retail index increased by 0.31% during the week of November 3 to November 7, 2025 [8]. Key Industry Data - In September, retail sales for clothing and textiles increased by 4.7%, cosmetics by 8.6%, and gold and silver jewelry by 9.7%. However, beverage retail sales saw a decline of 0.8% [12][16]. Investment Analysis Recommendations - The report recommends focusing on high-quality domestic brands with strong innovation in beauty, such as Mao Ge Ping and Shangmei; leading brands in traditional gold jewelry favored by younger consumers, such as Laopu Gold and Chaohongji; companies with successful IP creation and operation experience in trendy toys, like Pop Mart; and strong tea beverage brands with extensive market coverage, such as Mixue Group and Guming [22].