社服与消费视角点评 11 月国内宏观数据：社零环比回落，文旅服务消费表现仍好

Investment Rating - The industry investment rating is "Outperform the Market" [1][29] Core Insights - The overall consumption data for November 2025 shows stable performance, with service consumption remaining robust, providing growth momentum for the industry. There is a focus on expanding domestic demand [3] - The total retail sales of consumer goods in November reached 4.4 trillion yuan, with a year-on-year growth of 1.3%, but a month-on-month decline. Restaurant revenue was 605.7 billion yuan, with a year-on-year increase of 3.2% [1][3] - The service sector PMI for October was 49.5%, indicating a contraction below the critical point of 50% [1] Summary by Sections Domestic Macro Data - Retail sales in November 2025 totaled 4.39 trillion yuan, with a year-on-year increase of 1.3%, but a month-on-month decline of 1.6 percentage points, falling short of the Wind consensus expectation of 2.93%. The decline was influenced by the early "Double Eleven" sales activities and a reduction in national subsidies. Retail sales of goods grew by 1.0% year-on-year, while restaurant revenue increased by 3.2% [1][3] - Service consumption remains strong, with a year-on-year growth of 5.4% in service retail sales from January to November, marking a continuous recovery over three months. This growth rate is 1.3 percentage points higher than that of goods retail sales during the same period [1][3] - The unemployment rate in November remained stable at 5.1%, with a slight year-on-year increase of 0.1 percentage points. The average weekly working hours for employed persons was 48.6 hours [1][3] Investment Recommendations - The report suggests focusing on companies likely to benefit from the recovery in tourism and travel consumption, such as Lingnan Holdings and Tongcheng Travel. Other recommended companies include Tianmuhu, Lijiang Co., Songcheng Performance, China Youth Travel, Jinjiang Hotels, Junting Hotels, and ShouLai Hotels, which are expected to benefit from the recovery in business travel [3] - Local dining representatives like Tongqinglou and quality targets in the performance industry such as Fengshang Culture and Dafeng Industrial are also highlighted. Key players in the conference and exhibition sector include Miao Exhibition and Lansheng Co. [3]