Core Viewpoint - The new consumption investment trend, driven by潮玩IP, national trend gold, pet economy, and new tea drinks, has gained momentum in 2023, with many new consumption companies seeing stock price increases of over 30% since the second quarter, attracting extensive institutional investor interest [1]. Group 1: New Consumption Companies - Leading new consumption stocks such as 泡泡玛特, 老铺黄金, and 中宠股份 have shown strong performance, with institutional investors conducting multiple research sessions [3]. - 潮宏基 has been researched by 178 institutions three times since mid-April, with a stock price increase of 74.71% in Q2 and 183.42% over the past year. The company plans to expand its brand internationally in 2025 [3]. - 周大生 attracted 216 institutions for 14 research sessions, with new self-operated stores focusing on gold and embedded products [3]. - 新兴珠宝企业曼卡龙 has been researched 16 times by 113 institutions, with a stock price increase of 79.78% in Q2, emphasizing its online capabilities to meet young consumers' preferences [4]. - 中宠股份, a leader in pet food, held two research activities attracting 221 institutions, while 天元宠物 was researched by 45 institutions six times, with a stock price increase of 38.82% in Q2 [4]. Group 2: Investment Logic and Strategy - The unique characteristics of new consumption companies have led fund managers to adjust their strategies, focusing on individual stock research rather than top-down approaches due to the scarcity of listed companies in niche markets [5]. - The research framework for new consumption differs significantly from traditional consumption, emphasizing product strength and consumer-driven purchasing rather than channel power [5]. Group 3: Future Investment Opportunities - Institutions are focusing on new consumption investment opportunities as the year progresses, with 国信证券 identifying seven main lines for investment: digital economy, self-care consumption, emotional value consumption, health economy, convenience economy, alternative economy, and value-driven consumption [6].

Macro and Strategy - The fiscal data for the first five months of 2025 shows a decline in both revenue and expenditure, with total public budget revenue at 96,623 billion yuan, down 0.3% year-on-year, and total expenditure at 112,953 billion yuan, up 4.2% year-on-year [9][10] - The high-tech manufacturing macro report indicates that the diffusion index remains unchanged, with specific sectors like dynamic random access memory (DRAM) prices rising, while others like acrylonitrile are declining [10][11] - The macroeconomic report highlights a seasonal decline in high-frequency indicators, suggesting stable economic performance despite fluctuations in investment and consumption sectors [11][12] Industry and Company - The food and beverage industry report emphasizes the emergence of new consumption patterns driven by lifestyle changes, indicating a shift towards more personalized and experience-oriented consumption [23][24] - The report identifies three main consumer groups: Generation Z, the silver-haired population, and the middle class, each with distinct consumption preferences and behaviors [25][26] - Investment recommendations include companies like Wei Long, Salted Fish, Dongpeng Beverage, and Guizhou Moutai, reflecting confidence in the food and beverage sector's growth potential [27] Overseas Market Overview - The US stock market has seen a pullback from high levels, with the S&P 500 down 0.2% and a notable shift of funds towards the financial sector [28][29] - In the Hong Kong market, the Hang Seng Index fell by 1.5%, with significant outflows from the pharmaceutical and consumer sectors, while the machinery sector attracted investment [30][31] Financial Engineering - The REITs market has shown positive performance, with the index rising by 0.87% and a year-to-date increase of 13.2%, indicating strong interest in property and infrastructure-related investments [14][15] - The approval of the first data center REITs marks a significant expansion in the REITs market, reflecting growing interest in digital infrastructure [16]

Core Insights - The report from Guosen Securities suggests exploring new consumption opportunities along seven main lines: digital economy, self-consumption, emotional value consumption, health economy, convenience economy, alternative economy, and value-driven consumption [1][4] Group 1: New Consumption Trends - New consumption arises from new lifestyles, with the evolution of consumption patterns being a result of changes in the socio-economic environment [1] - The report establishes a framework of "lifestyle-consumption scenario-product definition," indicating that lifestyle is influenced by macro factors such as technology, economy, and culture, which shape diverse consumption scenarios and give rise to new business models [1] - Historical consumption phases in China are linked to lifestyle changes, transitioning from survival-type (1949-1978) to quality-type consumption (2016-2024) [1] Group 2: International Brand Potential - Chinese consumer goods companies have the foundation to become international brands, supported by advanced infrastructure and a more efficient, low-cost, healthy, and environmentally friendly lifestyle [2] - The success of American brands in the 1970s serves as a precedent, where lifestyle and consumption concepts were effectively exported globally [2] Group 3: Future Consumer Demographics - Three main consumer groups are identified: 1. Generation Z (born 1995-2009) with a population of approximately 233 million, focusing on individual expression and emotional value consumption [3] 2. The silver-haired population (60 years and older) projected to reach 310 million by 2024, characterized by a strong health consciousness and demand for self-fulfillment [3] 3. The middle class, making up about 36% of the population, is becoming more cautious in spending due to economic pressures, leading to a preference for time-saving purchases and rational alternative consumption [3] Group 4: New Consumption Lines - Future technological advancements will continue to reshape lifestyles, with higher-level needs gaining importance [4] - Suggested new consumption opportunities include: 1. Digital economy: Growth in online retail and education driven by digital technology [4] 2. Self-consumption: Increased focus on psychological and spiritual needs [4] 3. Emotional value consumption: Shift from functional satisfaction to emotional, health, and cultural value [4] 4. Health economy: Rising consumer focus on physical and mental health [4] 5. Convenience economy: Growing willingness to pay for convenience and efficiency [4] 6. Alternative economy: Increased focus on cost-effectiveness and value-for-money [4] 7. Value-driven consumption: Emerging trends in national pride and sustainability [4]