10月社零数据如何？

Investment Rating - The industry investment rating is "Outperform the Market" and is maintained [1] Core Viewpoints - The overall retail sales growth continues to slow down, but consumption excluding automobiles is accelerating, with service retail showing steady growth. In October, the retail sales growth rate was 2.9%, a slight decline of 0.1 percentage points from the previous month, primarily due to weak automobile sales, marking the lowest growth rate of the year. However, retail sales excluding automobiles grew by 4.0%, an increase of 0.8 percentage points from the previous month. Service retail sales increased by 5.3% year-on-year from January to October, outpacing the growth of goods retail sales by 0.9 percentage points [5][11][12]. Summary by Sections Industry Basic Situation - The closing index level is 2427.56, with a 52-week high of 2501.51 and a low of 1877.67 [1]. Recent Retail Data - In October, the total retail sales of consumer goods reached 462.91 billion yuan, a year-on-year increase of 2.9%. From January to October, the total retail sales amounted to 4121.69 billion yuan, growing by 4.3% [4][5]. Online vs Offline Sales - Online retail sales from January to October increased by 9.6%, with physical goods online retail sales growing by 6.3%, which is 2 percentage points higher than the overall retail sales growth. Offline retail sales for stores above a certain threshold grew by 3.1% [6]. Consumption Trends - Essential goods showed significant improvement, with food-related items like grains and oils growing by 9.1%, beverages by 7.1%, and tobacco and alcohol by 4.1%. In contrast, discretionary spending showed mixed results, with home appliances experiencing a slowdown due to high base effects [8][9]. Investment Recommendations - The report suggests a cautious optimism regarding consumer recovery, indicating that the worst is over. It recommends focusing on both new consumption opportunities in sectors like trendy toys and gold jewelry, as well as cyclical sectors such as liquor and travel, which may benefit from ongoing consumption stimulus policies [13].