社服与消费视角点评：社零稳步缓增长，文旅服务消费表现良好

Investment Rating - The industry investment rating is "Outperform the Market" [1] Core Insights - The overall consumption data for October 2025 shows steady performance, with retail sales reaching 4.63 trillion yuan, a year-on-year increase of 2.9%. Excluding automotive sales, the growth rate is 4.0% [1][5] - The restaurant sector reported revenues of 519.9 billion yuan in October, reflecting a year-on-year growth of 3.8%, indicating an improvement in competition and market conditions [5] - The service sector, particularly in cultural and tourism-related consumption, has performed well, with service retail sales growing by 5.3% year-on-year from January to October 2025 [5] Summary by Sections Domestic Macro Data - Retail sales in October reached 4.6 trillion yuan, with a year-on-year growth of 2.9%. Restaurant income was 519.9 billion yuan, up 3.8% year-on-year. The service sector PMI was at 50.2%, indicating stability [1][5] - The consumer confidence index showed slight improvement but remains low, with the unemployment rate at 5.1%, down 0.1 percentage points from the previous month [5] Investment Recommendations - Focus on companies likely to benefit from the recovery in tourism and travel demand, such as Lingnan Holdings and Tongcheng Travel. Other recommended companies include Miaow Exhibition, Tianmuhu, Lijiang Co., Songcheng Performance, and various hotel chains [3][5] - Companies in the catering sector, such as Tongqilou, and those in the performance industry, like Fengshang Culture and Dafeng Industrial, are also highlighted as potential investment opportunities [3][5]