guolei@gf.com.cn 摘要 第一， 2月制造业PMI大致吻合季节性。2月是制造业淡季，历史上春节部分相近年份的2月制造业景气度以 环比下行为主，今年叠加长假影响，环比下行0.3个点基本符合预期。 第二， BCI数据环比也有所回踩，但因为其兼容环同比，所以中枢相对更积极一些，1月和2月绝对值均处于 2025年4月以来的高点，即2026年初经济同比意义上有小幅高开特征。在周度报告中，我们估算1-2月实际 GDP同比增速为4.86%。 第三， 2月PMI结构特征有三：一是生产指标放缓幅度大于订单，这与前期出来的EPMI一致，其背后是长假 影响；二是生产速度放缓的背景下，产成品库存水位有明显下降；三是大企业景气度好于中小企业，大企业 PMI甚至环比上行1.2个点，可能是其分布中上游居多，受春节假期影响偏小。 广发证券首席经济学家 郭磊 第四， PMI生产经营活动预期指数环比上行，即企业的生产计划和对未来的预期并未有收缩，这一点也是指 标放缓主要来自长假因素的印证。BCI企业投资前瞻指数、企业招工前瞻指数同样有所上行。 第五， 高技术制造业整体景气度偏高，消费品行业景气度环比改善，中游和上游的装备制造业、原 ...

联系人 | 侯倩楠 报告正文 （一） 中共中央政治局召开会议并讨论政府工作报告 中共中央政治局2月27日召开会议，讨论国务院拟提请第十四届全国人民代表大会第四次会议审议的《政府工作报告》稿，并对今年各项工作作出总体部 署。会议强调要坚持稳中求进工作总基调，继续实施更加积极的财政政策和适度宽松的货币政策，强化宏观政策协同发力。会议围绕建设强大国内市场、培育新 动能、深化改革、扩大开放、民生保障、绿色转型及风险防范等关键领域提出明确要求，为全年经济社会发展定下基调。 | 图表 15:2月中共中央政治局会议召开 | | | | | | --- | --- | --- | --- | --- | | 机构 | 时间 | 会议 | 主题 | 主要内容 | | | | | | · 实施更加积极的财政政策和适度宽松的货币政策，强化改革与宏 | | | | | | 观政策协同。 | | 中共中 | | | | | | 中共中央 | | | 部署宏观政策 | · 建设强大国内市场,培育新动能,加快科技自立自强。 | | 2026/2/27 | | 央政治 | | | | 政治局 | | | 与经济工作 | · 深化重点领域改革 ...

春节出游数据符合服务消费优于商品消费的判断，结构上"景区与出行链条强于餐饮与 商品消费"，相关标的：华住集团-S(01179，未评级)、九华旅游(603199，未评级)、三峡 旅游(002627，未评级)、携程集团-S(09961，未评级)、中国中免(601888，买入) 风险提示 宏观消费修复不及预期；居民收入预期波动影响出行频次；出入境政策或国际环境变化 影响入境修复节奏；极端天气及安全事件扰动客流；行业竞争加剧压缩价格与利润空 间。 国家/地区 中国 行业 社会服务行业 报告发布日期 2026 年 03 月 03 日 看好（维持） | 谢宁铃 | 执业证书编号：S0860520070001 | | --- | --- | | | xieningling@orientsec.com.cn | | | 021-63326320 | | 陈至奕 | 执业证书编号：S0860519090001 | | | 香港证监会牌照：BUK982 | | | chenzhiyi@orientsec.com.cn | | | 021-63326320 | 社会服务行业 行业研究 | 动态跟踪 总量符合预期，结构分化显现 核心 ...

大消费 [Table_ReportDate] 2026 年 3 月 2 日 [T分析师able_A：uthor 郑彬彬] 执业证书号：S1030523030001 电话：0755-23602217 邮箱：zhengbb@csco.com.cn 分析师：罗鹏 执业证书号：S1030523040001 电话：0755-23602217 邮箱：luopeng@csco.com.cn 分析师：赵靖 执业证书号：S1030525070001 电话：0755-23602217 [行业Table_S 观点：ummary ] 请务必阅读文后重要声明及免责条款 4) 风险提示：经济复苏、政策效果不及预期、行业竞争加剧等。 [Table_Industry] [Table_Title] [Table_Report] 邮箱：zhaojing2@csco.com.cn 公司具备证券投资咨询业务资格 证券研究报告 26 年春节文旅市场向好 [Table_ReportType] 大消费行业周报（2 月第 4 周） [Table_BaseData] 计算机 2019 年 Q3 综合毛利率（%） 9.7 综合净利率（%） 6.9 行业 ROE ...

执业证书号：S1030523030001 电话：0755-23602217 邮箱：zhengbb@csco.com.cn 分析师：罗鹏 执业证书号：S1030523040001 电话：0755-23602217 邮箱：luopeng@csco.com.cn 分析师：赵靖 大消费 [Table_ReportDate] 2026 年 3 月 2 日 [T分析师able_A：uthor 郑彬彬] 执业证书号：S1030525070001 电话：0755-23602217 邮箱：zhaojing2@csco.com.cn 公司具备证券投资咨询业务资格 证券研究报告 26 年春节文旅市场向好 [Table_ReportType] 大消费行业周报（2 月第 4 周） [行业Table_S 观点：ummary ] 请务必阅读文后重要声明及免责条款 4) 风险提示：经济复苏、政策效果不及预期、行业竞争加剧等。 [Table_BaseData] [Table_Industry] [Table_Title] [Table_Report] 计算机 2019 年 Q3 综合毛利率（%） 9.7 综合净利率（%） 6.9 行业 ROE ...

重点公司盈利预测、估值及投资评级 | | | | | EPS（元） | | | PE（倍） | | PB（倍） | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 简称 | 代码 | 股价（元） 2025E | | 2026E | 2027E | 2025E | 2026E | 2027E | 2025E | 评级 | | 锦江酒店 | 600754.SH | 28.28 | 0.85 | 1.09 | 1.21 | 33.14 | 25.97 | 23.34 | 1.98 | 推荐 | | 首旅酒店 | 600258.SH | 17.46 | 0.80 | 0.88 | 0.96 | 21.93 | 19.89 | 18.19 | 1.67 | 推荐 | | 古茗 | 01364.HK | 28.48 | 1.05 | 1.10 | 1.33 | 24.10 | 22.83 | 19.00 | 14.24 | 推荐 | | 中国中免 | 601888.SH | 80.58 | 1.97 | 2.42 | 2.83 ...

Core Insights - The 2026 Spring Festival consumption market shows a clear shift from functional satisfaction to a focus on "meaning and value," with a notable increase in both rational and emotional spending [1][20] - Daily sales revenue in consumption-related industries increased by 13.7% year-on-year, with significant growth in sectors such as cultural tourism, dining, and smart green consumption [1][26] - The "old-for-new" policy benefited 27.56 million people, indicating a new growth point in the market for smart and green products [1][17] Group 1: Consumption Trends - The report identifies 12 core trends in Spring Festival consumption, reflecting deep changes in the market, including the emergence of a new "reunion economy" and the rise of the Z generation as the main decision-makers in family consumption [2][28] - Consumers are increasingly prioritizing emotional healing and satisfaction over mere functionality, with "heart-price ratio" becoming a key consideration [11][12] - Local culture is becoming a new engine for consumption, with traditional experiences and local specialties gaining popularity among younger consumers [13][14] Group 2: Service and Retail Dynamics - Service consumption has seen explosive growth, with consumers willing to pay for time-saving and immediate gratification services, indicating a shift from buying products to buying time [19][20] - Instant retail is replacing traditional bulk purchasing for the Spring Festival, aligning with rational consumption trends [2][28] - The demand for pet-related services has surged, with pets becoming integral to family celebrations, reflecting a broader trend of emotional consumption [19][20] Group 3: Policy and Economic Impact - The "old-for-new" policy has significantly impacted consumer behavior, with a total sales volume of 193.09 billion yuan generated from this initiative, particularly in the automotive sector [17][27] - The overall consumption landscape is evolving, with a focus on quality upgrades and green products, driven by consumer awareness and policy support [15][17] - The Spring Festival period has highlighted the importance of understanding new consumption paradigms, emphasizing emotional fulfillment and real value over mere traffic competition [3][20]

国信证券主要观点如下： 行情回顾：服务消费政策预期+春节消费旺季，餐酒龙头持续表现 2026年1月，A/H/美股连锁酒店餐饮、外卖平台涨幅前5名个股为九毛九、锅圈、阿里巴巴-W、君亭酒 店、古茗。其中九毛九领涨，公司最新公告显示核心品牌太二25Q4同店降幅继续收窄至-3%，怂火锅& 九毛九品牌同店降幅则相对稳健；锅圈发布业绩预告业绩维持强劲增长，预计2025年核心经营利润约 4.5-4.7亿元，同增44.8-51.2%；阿里巴巴-W预计受益于千问模型生态融合及芯片业务进展；其次君亭酒 店、古茗也涨幅良好。2026年2月至今，春节旺季催化，同店收入/RevPAR存强修复动能龙头如百胜中 国、华住集团-S、亚朵、海底捞、古茗等表现强势。 智通财经APP获悉，国信证券发布研报称，2026年1月以来，在服务消费政策预期与春节旺季双重催化 下，餐酒龙头表现强势。茶饮、快餐等细分赛道龙头维持韧性增长，行业景气度持续回暖。维持酒店餐 饮行业"优于大市"评级。建议重视2026年服务消费元年，看好政策预期与基本面共振下的服务消费龙 头。 板块动态：2025年12月单月餐饮收入同增2.2%，限额以上餐饮单位收入1463.2亿元， ...

Group 1 - The Hong Kong stock market showed slight recovery after several days of adjustment, with the consumption sector experiencing narrow fluctuations, particularly the Hong Kong Stock Connect Consumption ETF, which saw a minor increase [1] - Notable gainers in the holdings included Lao Pu Gold, Mao Ge Ping, Mengniu Dairy, and Samsonite, while Unification Enterprise China, Conant Optical, and Smoore International faced declines [1] - The Spring Festival travel period in 2026 recorded a historic high of 9.5 billion person-times of cross-regional movement, with over 2.8 billion person-times during the 9-day holiday, marking a 21% increase from 2025 [1] Group 2 - The service industry consumption is a key focus of policy support, with the general travel sector expected to continue benefiting from this trend [1] - The K-shaped recovery trend remains anticipated, with low base effects for mid-tier consumption leaders becoming evident, and overseas demand transitioning from pilot exploration to large-scale replication [1] - Supply-side innovations are expected to enhance emotional value premiums, supported by policy guidance, while AI empowerment is anticipated to improve efficiency and cost optimization [1] Group 3 - Various ETFs related to consumption sectors are being monitored for recovery opportunities, including the Food and Beverage ETF, which tracks a detailed food index covering leading companies in alcohol, dairy, condiments, beer, and soft drinks [2] - The Consumption ETF Huaxia tracks the main consumption industry index, providing balanced coverage across various consumption sub-sectors [2] - The Hong Kong Stock Connect Consumption ETF Huaxia encompasses nearly all areas of Hong Kong's consumption sector, while the Tourism ETF focuses on service consumption, excluding goods consumption, covering sectors like duty-free, airlines, and hotel dining [2]

Core Insights - The report emphasizes the synergy between policy support and seasonal demand, recommending investment in high-quality leading companies in the hotel and restaurant sectors [2][3] - The performance of leading restaurant and hotel stocks has been strong, driven by service consumption policy expectations and the Spring Festival consumption peak [11][12] Market Review - In January 2026, leading stocks in the A/H/U.S. markets for chain hotels and restaurants saw significant gains, with notable performers including Jiumaojiu, Guoquan, Alibaba-W, Junting Hotel, and Guming [11][12] - Jiumaojiu led the gains, with its core brand Taier showing a continued narrowing of same-store sales decline to -3% in Q4 2025, while Guoquan forecasted a robust growth in core operating profit for 2025, expected to be around 450-470 million yuan, representing a year-on-year increase of 44.8-51.2% [2][11] Restaurant and Hotel Tracking - In December 2025, the overall restaurant revenue increased by 2.2% year-on-year, while revenue from above-limit restaurants decreased by 1.1% [14] - The CPI in December 2025 rose by 0.8% year-on-year, with service CPI increasing by 0.6%, indicating resilient growth [14] - For January 2026, the hotel industry saw a RevPAR increase of 30.7% year-on-year during the Spring Festival week, with occupancy rates (OCC) up by 8.1% and average daily rates (ADR) up by 13.5% [21] Restaurant Sector Insights - The tea beverage sector is expected to maintain single-digit year-on-year growth in January, supported by platform subsidies and product innovations [20] - The hot pot sector, particularly Haidilao, experienced a slight decline in same-store sales in January but is projected to see a recovery during the Spring Festival with an expected increase of over 5% [20] - Fast food chains like KFC and Pizza Hut are anticipated to maintain resilient growth, with expected single-digit increases in same-store sales [20] Hotel Sector Insights - The hotel sector's RevPAR showed resilient growth in January 2026, driven primarily by improvements in ADR, while occupancy rates remained stable [21][22] - Economic and mid-range hotels are performing similarly to the overall market, while high-end hotels are outperforming, although luxury hotels are showing weaker data [21][22] Investment Recommendations - The report maintains an "outperform" rating, suggesting a focus on leading service consumption companies in 2026, with key recommendations including Haidilao, Huazhu Group-S, Guming, Guoquan, Yum China, Atour, and others [3][12]