国泰海通｜食饮：社零环比降速，线上稳中有升——2025年8月社零数据点评

Core Insights - The overall retail sales in August 2025 showed a year-on-year increase of 3.4% but a month-on-month decrease of 0.3 percentage points, indicating a slowdown in growth [1] - The data reveals a divergence in consumption patterns, with rural and dining services experiencing an uptick, while urban and goods consumption slowed down [2] Group 1: Retail Sales Performance - In August 2025, total retail sales in urban areas grew by 3.2% year-on-year but decreased by 0.4 percentage points month-on-month, while rural areas saw a year-on-year increase of 4.6% and a month-on-month increase of 0.7% [2] - The retail sales of goods increased by 3.6% year-on-year but decreased by 0.4 percentage points month-on-month, with specific categories like furniture and sports/entertainment items leading in growth [2] Group 2: Online Retail Trends - Cumulative online retail sales of physical goods showed a month-on-month acceleration, with total online retail sales reaching 99.828 billion yuan, a year-on-year increase of 9.6% [3] - The penetration rate of e-commerce slightly increased, with online physical retail sales accounting for 25.0% of total social retail sales [3]