社零数据点评：12月社零+0.9%，化妆品持续复苏

Investment Rating - Industry rating: Recommended [4] Core Insights - The retail sales of consumer goods in December 2025 showed a year-on-year increase of 0.9%, which was below the expected 1.5%. The total retail sales for the year 2025 increased by 3.7% year-on-year, with specific categories such as furniture, cultural office supplies, cosmetics, and gold and silver jewelry showing growth rates of 14.6%, 17.3%, 5.1%, and 12.8% respectively [1][2] - The real estate sector faced significant challenges, with new housing starts, completed areas, sales areas, and investment in residential development all declining year-on-year by 18.8%, 20.6%, 18.9%, and 36.5% respectively in December 2025 [2][3] Summary by Category Home Furnishing - The home furnishing industry is expected to stabilize due to dual support from policies and the economy. The real estate market is showing signs of gradual recovery, which is anticipated to improve the demand for home furnishings [2] - The implementation of trade-in subsidies for durable consumer goods starting in Q4 2024 is expected to significantly activate consumer demand for home furnishings [2] Cosmetics - The cosmetics industry is experiencing steady recovery, with retail sales reaching 465.3 billion yuan in 2025, a year-on-year increase of 5.1%. December sales alone were 38 billion yuan, reflecting an 8.8% year-on-year growth [3][6] - The demand for cosmetics is shifting towards quality, efficacy, and brand value, with consumers willing to pay a premium for high-end skincare and professional makeup products [3][6] Gold and Jewelry - The gold and jewelry sector saw retail sales of 373.6 billion yuan in 2025, a year-on-year increase of 12.8%. In December, sales were 32.8 billion yuan, with a 5.9% year-on-year growth [7] - Despite pressure on sales volumes due to rising gold prices, the increase in prices has positively impacted retail sales, indicating a potential for continued growth in the market [7] Investment Recommendations - For home furnishing, focus on leading companies with strong channel capabilities and diversified product lines, such as Oppein Home and Kuka Home. Also, consider companies like Sensun Holdings that are expected to benefit from the recovery in the North American real estate market [8] - In the cosmetics sector, pay attention to high-end brands with Eastern cultural characteristics, such as Mao Geping and Lin Qingxuan, as well as companies like Marubi and Dengkang Oral that show clear improvement trends [8] - In the gold and jewelry sector, companies with high brand premium capabilities and differentiated pricing models, such as Laopu Gold, are recommended due to the ongoing upward trend in gold prices [8]