社服行业2026年投资策略：消费复苏分化，关注结构性机会

Core Insights - The report highlights a differentiated recovery in consumer spending, emphasizing structural opportunities within the service sector, particularly in dining, education, and travel industries [3][5]. Group 1: Sector Review - The consumer confidence index in China has shown a slight recovery, but consumer willingness remains cautious, with a notable increase in savings and a decline in credit consumption [9][10]. - Service consumption is growing significantly faster than goods consumption, with a widening gap in growth rates, indicating a shift towards experience and service-oriented spending [21][25]. - Lower-tier cities are outperforming higher-tier cities in terms of consumption growth, driven by rising disposable incomes and stable property values [28][35]. Group 2: Dining Sector - The dining sector is experiencing a weak recovery, with a focus on cost-effectiveness and freshness. Recommendations include high-value brands like Xiaocaiyuan and Guming, as well as industrialized tea brands like Mixue [5][73]. - The average dining price has been under pressure, with a decline from 85 yuan in October 2023 to 73 yuan in November 2025, reflecting a shift towards more affordable dining options [72][76]. - The market share is increasingly concentrated among leading dining enterprises, with the revenue share of large-scale dining businesses rising from 20.2% in 2019 to 28.6% in 2025 [72][73]. Group 3: Education Sector - The education sector is witnessing strong demand, with improved competitive dynamics and reduced uncertainty due to clearer policies. Key players include TAL Education and Xueda Education, which leverage AI capabilities [5]. Group 4: Travel and Hospitality Sector - The domestic leisure travel market is growing, with inbound tourism contributing to incremental growth. Recommendations include focusing on scenic areas with strong operational capabilities like Emei Mountain and Changbai Mountain [5]. - The hotel sector is seeing a gradual recovery, with mid-to-high-end hotels performing better than budget hotels. The average daily rate (ADR) for high-end hotels has returned to pre-pandemic levels [60][63].