11月社会零售品消费数据点评：11月社零同比+1.3%，服务消费延续强劲增长

Investment Rating - The industry investment rating is "Overweight," indicating a positive outlook for the sector compared to the overall market performance [2]. Core Insights - In November 2025, the total retail sales of consumer goods increased by 1.3% year-on-year, which was below market expectations. The total retail sales reached 4.4 trillion yuan, with a month-on-month decline of 1.6 percentage points [2]. - The online retail growth rate slowed down due to the pre-emptive nature of the Double Eleven shopping festival, while offline retail is accelerating its transformation driven by policy guidance. The online retail sales for the first eleven months of 2025 grew by 9.1%, outpacing the overall retail growth by 5.1 percentage points [2]. - The service sector continues to show strong growth, with the service retail sales increasing by 5.4% year-on-year for the first eleven months, and the service industry production index rising by 4.2% in November [2]. Summary by Sections Retail Sales Performance - November retail sales were impacted by high base effects from last year's policies and the pre-emptive Double Eleven sales, leading to a 1.0% year-on-year growth in goods retail sales [2]. - The catering industry showed a healthy recovery, with revenue reaching 605.7 billion yuan, a year-on-year increase of 3.2% [2]. E-commerce and Online Retail - The online retail penetration rate reached 32.4%, slightly up from 32.3% in the previous year. The actual online retail sales in November amounted to 1.42 trillion yuan, with a year-on-year growth of 1.5% [2]. - The e-commerce platforms achieved strong growth in GMV over the entire shopping festival period, despite a month-on-month decline in November due to the timing of promotions [2]. Investment Opportunities - The report highlights potential investment opportunities in e-commerce and instant retail sectors, particularly companies like Alibaba, Meituan, Pinduoduo, and JD.com, which are expected to benefit from policy support and economic recovery [2]. - The tourism and hospitality sectors, including companies like Sanxia Tourism and Huazhu, are also seen as beneficiaries of the service consumption policies [2]. - The report suggests that high-quality gold jewelry brands, such as Laofengxiang and Zhou Daxing, may see growth driven by gold price movements and tax reforms [2].