服务消费的新特征（国金宏观孙永乐）

Core Viewpoint - The article discusses the recovery and trends in service consumption in China, highlighting the differences between service and goods consumption growth, as well as the performance of various sectors within service consumption. Group 1: Service Consumption Trends - Service consumption has shown a strong rebound for about a year, with a notable increase in growth rates for service retail compared to goods retail. In 2023, service retail grew by 20%, significantly outpacing the 5.8% growth in goods retail. In 2024, service retail is expected to grow by 6.2%, exceeding goods retail growth by 3 percentage points [2]. - The introduction of the "old-for-new" policy in 2024 has contributed to a sustained increase in goods consumption growth, with an estimated 1.5 percentage points increase in consumption driven by this policy [2]. Group 2: Sector-Specific Recovery - The fastest recovery within service consumption is observed in cultural entertainment and dining services, with 2023 year-on-year growth rates of 39.2% and 27.6%, respectively. Their share of cash consumption increased from 3% and 7.5% in 2022 to 3.7% and 8.7% in 2023 [5]. - In 2024, the growth rates for cultural entertainment and dining services are projected to be 10.6% and 8.4%, with their shares of cash consumption rising to 3.9% and 8.9% [5]. Group 3: Urban vs. Rural Consumption - Urban residents have shown a faster recovery in tourism consumption compared to rural residents, with tourism numbers and income recovering to 97.7% and 103.8% of 2019 levels, respectively, while rural residents lag at 81.4% and 84.7% [10]. - Rural residents are more inclined to spend on food, clothing, and daily necessities, with spending growth rates in these categories exceeding those of urban residents in 2024 [10]. Group 4: Seasonal Consumption Patterns - Tourism consumption exhibits a clear holiday concentration, with the proportion of total tourism numbers and income during major holidays like May Day and National Day remaining above pre-pandemic levels, despite a slight decrease from 2020 [11]. Group 5: Per Capita Spending Trends - Per capita tourism spending rapidly recovered to 90% of 2019 levels in 2023 but has since plateaued, indicating a stabilization phase in consumer spending patterns [12]. Group 6: Dining Consumption Insights - There is a notable disparity in growth rates between dining consumption in different market segments, with lower-tier dining establishments experiencing a 6.3% growth compared to just 3% for higher-tier establishments in 2024 [16]. - The performance of dining companies varies significantly based on their market focus, with those operating in lower-tier cities showing substantial profit growth, while those in higher-tier cities face declines [18].