商贸零售10月社零报告专题：10月社零同增2.9%，餐饮改善明显

Investment Rating - The industry investment rating is "Overweight" [1] Core Viewpoints - In October 2025, the total retail sales of consumer goods reached 46,291 billion yuan, with a year-on-year growth of 2.9%, exceeding the Wind consensus expectation of 2.7% [4][9] - The growth in retail sales is driven by the coordinated development of new urbanization and rural revitalization, enhancing the potential of county and rural markets [11] - Online retail continues to grow rapidly, while physical retail remains stable [12][14] - The consumer price index (CPI) rose by 0.2% year-on-year in October, while the producer price index (PPI) saw a narrowing decline for three consecutive months [34][37] Summary by Sections Overall Retail Sales - The total retail sales of consumer goods in October 2025 increased by 2.9% year-on-year, higher than the Wind consensus of 2.7% [9] - Urban retail sales were 40,021 billion yuan, growing by 2.7%, while rural retail sales reached 6,270 billion yuan, with a growth rate of 4.1% [11] By Category - Restaurant services saw a year-on-year increase of 3.8%, while retail sales of goods grew by 2.8%, affected by weaker automobile sales [22] - Essential and discretionary categories showed marginal improvements, while the real estate-related category turned negative [28] Price Performance - CPI increased by 0.2% year-on-year, with core CPI rising by 1.2% [34] - Food prices fell by 2.9% year-on-year, significantly impacting the CPI [36] Employment Situation - The urban unemployment rate in October 2025 was 5.1%, stable compared to previous months [43] Investment Recommendations - The report suggests focusing on high-end liquor and regional leaders in the liquor industry, as well as companies like Yanjing Beer and Anjui Foods in the restaurant supply chain [51]