消费专题报告：估值低位下的结构演绎，聚焦“红利资产”与“情绪消费”

Investment Rating - The report assigns an "Outperform" rating for the consumer services sector, indicating a positive outlook for investment opportunities in this industry [1]. Core Insights - The report emphasizes a dual focus on "service consumption" and "dividend assets" as key investment themes, highlighting the resilience of service consumption compared to goods [4]. - It notes a significant shift in market pricing logic from "total elasticity" to "structural dividends," driven by a clear L-shaped bottoming phase in overall consumption [4]. - The report identifies a "K-shaped differentiation" in the market, with macro-sensitive assets showing strong performance against cyclical sectors like real estate [4]. Summary by Sections Trend Analysis - The report discusses the increasing "K-shaped differentiation" in the market, where service consumption is outperforming goods, with restaurant services growing by 2.2% compared to a mere 0.7% for physical goods [4][14]. - It highlights the impact of the calendar effect on short-term growth rates, particularly due to the timing of the 2026 Spring Festival, which has caused a temporary dip in consumption figures [4][14]. Valuation Analysis - As of January 18, 2026, the core consumer sector's PE-TTM has fallen to historical low levels, with food and beverage sectors at 7.5% and liquor at 4.1%, indicating a significant safety margin and potential for valuation recovery [4][28]. - The report suggests that current valuation levels have adequately priced in macroeconomic disturbances, enhancing the long-term investment appeal of core assets [4][28]. Investment Strategy - The report recommends a "barbell strategy" for investment, balancing defensive positions in essential consumer goods with aggressive positions in sectors benefiting from policy catalysts and improving fundamentals, such as cosmetics and sports [4]. - It emphasizes the importance of focusing on dividend-paying stocks with strong cash flows as a defensive strategy while also targeting high-growth sectors for potential upside [4]. Sector Rotation - The report outlines a sector rotation strategy, advising investments in essential consumption and real estate on the left side, while embracing growth opportunities in overseas markets on the right side [21]. - It notes that the food and beverage sector is poised for growth due to the upcoming Spring Festival, which is expected to catalyze demand [22].