证券研究报告 商贸零售 行业定期报告 hyzqdatemark 2026 年 02 月 28 日 证券分析师 丁一 SAC：S1350524040003 dingyi@huayuanstock.com 板块表现： 老铺黄金官宣 2 月底调价；淘宝闪购加大投入力度 投资评级： 看好（维持） ——新消费行业周报（2026.2.23-2026.2.27） 投资要点： 风险提示：零售环境修复不及预期风险；国际局势变动风险；市场竞争加剧风险。 请务必仔细阅读正文之后的评级说明和重要声明 联系人 老铺黄金官宣 2 月底调价，多地出现买金热潮。2 月 18 日老铺黄金发布调价通知，将于 2026 年 2 月 28 日进行产品价格调整。2025 年，老铺黄金曾于 2 月、8 月、10 月三次上调售价。 此次调价将是 2026 年的首次调价。截至 2026 年 2 月 27 日，黄金价格延续上涨态势，根据 上海金交所黄金现货价格，年初以来累计涨幅 15%，老铺黄金调价有望转嫁金价上涨带来的 压力，并有望维持高毛利率水平。根据蓝鲸新闻报道，老铺黄金推出"满 1000-100"促销活 动。或因调价和活动刺激，国内多地出现买金热潮。 ...

Investment Rating - The investment rating for the industry is "Positive" (maintained) [4][29] Core Viewpoints - Huangshan Tourism plans to invest 530 million yuan in a hotel project to enhance its tourism product offerings, with a projected payback period of 16.14 years [5] - In January 2025, Tmall's beauty sales grew by 24% year-on-year, indicating a strong performance in the beauty sector [5] - The report emphasizes the importance of understanding new consumer narratives to capture growth opportunities in emerging consumer goods [18] Summary by Relevant Sections Industry Performance - The new consumption sector saw a weekly performance with the beauty care index up by 3.69%, while the retail index decreased by 0.34% [8] Key Industry Data - In December, retail sales of cosmetics in China increased by 8.8% year-on-year, while jewelry sales rose by 5.9% [11][12] Investment Analysis Opinions - The report suggests focusing on high-quality domestic brands in beauty and skincare, such as Maogeping and Shangmei, as well as head brands in gold jewelry and trendy toys that appeal to younger consumers [18]

Investment Rating - The industry investment rating is "Positive" (maintained) [3] Core Insights - The New Year's holiday consumption data showed strong performance, likely due to the longer holiday period compared to the previous year. Anticipation for the upcoming 9-day Spring Festival holiday is high [4] - Emerging consumer goods are thriving, reflecting new consumption concepts among the younger generation. Understanding these new narratives is key to capturing growth opportunities in new consumer companies [17] Summary by Relevant Sections Travel Data - During the New Year's holiday, an estimated 590 million people traveled, with an average of 198 million daily, a year-on-year increase of 19.5%. Railway passenger volume is expected to reach 48.22 million, a 53.1% increase, while civil aviation passenger volume is expected to be 5.88 million, a 10.49% increase [4] Key Scenic Area Data - Ticket bookings for the "Xi'an City Wall and Beilin Historical Cultural Scenic Area" surged by 134% year-on-year. The growth rate for cultural tourism bookings in Xi'an reached 41%. Mountain scenic area ticket bookings increased by over 150%, with Huangshan orders up 544% year-on-year [4] Duty-Free Sales - During the New Year's holiday, 442,000 duty-free items were sold, a 52.4% increase year-on-year, with shopping amounts reaching 712 million yuan, up 128.9% [4] Restaurant and Hotel Performance - Data from Haidilao indicated over 400,000 table reservations for New Year's Eve and New Year's Day. Hotel occupancy rates increased by nearly 50% compared to the previous year [4] Cosmetics Market - Douyin's beauty segment GMV exceeded 210 billion yuan from January to November 2025, with an annual forecast of over 230 billion yuan. The growth rate for color cosmetics and beauty tools was 24.8%, slightly higher than skincare products [4] Investment Recommendations - In the beauty sector, focus on high-quality domestic brands with strong innovation, such as Maogeping and Shangmei. In the gold and jewelry sector, consider brands like Laopu Gold and Chaohongji that appeal to younger consumers. For trendy toys, companies with successful IP creation and operation experience, like Pop Mart, are recommended. In the ready-to-drink tea sector, strong brands with wide coverage like Mixue Group and Guming are suggested [5][17]

Investment Rating - The industry investment rating is "Positive" (maintained) [4] Core Views - The opening of the first US store of Mixue Ice Cream in Hollywood marks a significant step in its global expansion strategy, with multiple new stores in the US and other American countries like Brazil and Mexico in preparation [4] - Mixue Ice Cream's pricing strategy is competitive, with prices ranging from $1.19 to $4.99, significantly lower than local competitors, which positions it well in the affordable tea drink market [4] - Huaxizi's entry into Ulta Beauty, the largest beauty retail platform in the US, signifies the increasing international competitiveness of Chinese beauty brands [4] - The growth of emerging consumer goods reflects new consumption concepts among younger generations, emphasizing the importance of understanding these narratives for investment opportunities [4] Summary by Sections Industry Performance - The new consumption sector saw a weekly performance with the beauty care index down by 1.08%, the retail index up by 0.16%, and the social services index down by 1.05% [7] Key Industry Data - In November, retail sales for clothing and textiles increased by 3.5% year-on-year, cosmetics by 6.1%, gold and silver jewelry by 8.5%, and beverages by 2.9% [8][11]

Investment Rating - The industry investment rating is "Positive" (maintained) [1] Core Viewpoints - The report highlights the robust growth of emerging consumer goods, reflecting the new consumption concepts developed by the younger generation in the current social environment. Understanding this new consumption narrative is crucial for capturing the growth of new consumer companies [4][15] - The report suggests focusing on high-quality domestic brands with strong professionalism and innovation in the beauty and skincare sector, such as Mao Geping and Shangmei [4][15] - In the gold and jewelry sector, it recommends attention to leading brands in the ancient gold segment that are favored by younger consumers, such as Laopu Gold and Chaohongji [4][15] - For trendy toys, companies with successful experience in IP creation and operation, like Pop Mart, are highlighted [4][15] - In the ready-to-drink tea segment, it advises focusing on strong brand power and extensive business coverage of leading tea brands like Mixue Group and Guming [4][15] Summary by Relevant Sections Industry Performance - In November, the Consumer Price Index (CPI) increased by 0.7% year-on-year, with the rise primarily driven by food prices turning from decline to increase. The CPI's year-on-year growth rate expanded by 0.5 percentage points compared to the previous month, marking the highest level since March 2024 [4] - The report tracks the performance of the new consumption sector, noting a weekly decline of 1.64% in the beauty and personal care sector and a 0.21% decline in the retail sector from December 8 to December 12, 2025 [7] Key Industry Data - In October, the retail sales of clothing and textiles increased by 6.3% year-on-year, cosmetics by 9.6%, and gold and silver jewelry by 37.6% [11][17] - The report indicates that the retail sales of beverages rose by 7.1% year-on-year in October [17]

Group 1 - The Hong Kong stock market showed mixed performance on December 9, with the Hang Seng Index opening up 0.06%, the State-owned Enterprises Index flat, and the Hang Seng Tech Index down 0.11% [1] - The consumer sector in Hong Kong has been under pressure recently, with the Hong Kong Consumer ETF (513230) declining by approximately 0.5% in early trading, reflecting a trend where more stocks fell than rose [1] - The report from Mafengwo indicates that winter travel trends are shifting, with "snow play" and "escaping the cold" becoming the main motivations for winter travel, leading to a 300% increase in the popularity of winter tourism compared to previous periods [1] Group 2 - According to Jiao Yin International, consumer spending is expected to see a slight recovery in 2025, with a moderate growth trend continuing into 2026, characterized by slower overall demand growth but a shift towards more rational consumption and an upward movement in demand levels [2] - The market is anticipated to gradually establish a new balance focused on uncovering consumer needs, emphasizing the importance of operational efficiency [2] - Companies are advised to accurately identify consumer trends and leverage product, channel, technology innovations, and supply chain optimizations to seize structural opportunities in the new normal [2]

Group 1 - The Hang Seng Index and Hang Seng Tech Index showed mixed performance in early trading on December 9, with the Hong Kong Consumer ETF (159735) rising by 0.25% [1] - Leading stocks in the Hong Kong Consumer ETF include XPeng Motors, Alibaba, Yadea Holdings, Geely Automobile, and China Wangwang, which experienced notable gains [1] - The Hong Kong Consumer ETF tracks the CSI Hong Kong Stock Connect Consumer Theme Index, which consists of 50 liquid and large-cap consumer-related stocks within the Stock Connect range, weighted by free float market capitalization [1] Group 2 - According to CMB International, consumer spending is expected to see a slight recovery in 2025, with a continuation of moderate growth into 2026 characterized by slower overall demand growth and a shift towards more rational consumption and higher demand tiers [2] - The market is anticipated to gradually establish a new balance focused on uncovering consumer demand, emphasizing operational efficiency [2] - Companies are advised to accurately perceive consumer trends and leverage product, channel, technology innovations, and supply chain optimization to seize structural opportunities in the new normal [2]

Investment Rating - Investment rating: Positive (maintained) [3][4] Core Viewpoints - The report highlights that online spending on Black Friday in the U.S. reached a record $11.8 billion, a year-on-year increase of 9.1%, although the number of items purchased decreased due to rising prices [4] - The report suggests focusing on emerging consumer brands that resonate with the new consumption concepts of younger generations, emphasizing the importance of understanding these narratives for investment opportunities [4][15] - The report notes that "Yujian Xiaomian," a Chinese noodle restaurant chain, has expanded its product offerings and achieved a revenue of 703 million yuan in the first half of 2025, representing a year-on-year growth of 33.8% [4] Summary by Sections Industry Performance - The new consumption sector saw a weekly performance decline, with the beauty care sector down 2.00%, the retail sector down 0.83%, and the social services sector down 0.65% during the week of December 1 to December 5, 2025 [7] Key Industry Data - In October, retail sales for clothing and textiles in China increased by 6.3% year-on-year, while cosmetics retail sales rose by 9.6% [10][17] - Jewelry retail sales saw a significant increase of 37.6% year-on-year in October [17] - Beverage retail sales also grew by 7.1% year-on-year in October [17]

Investment Rating - The industry investment rating is "Positive" (maintained) [1] Core Viewpoints - The report highlights the upcoming overseas sales peak for Pop Mart, driven by its IP influence, with participation in major events like the Thanksgiving parade enhancing brand visibility [4] - The cosmetics collection store channel is gradually recovering, with Naturals leading in both overall and domestic rankings, indicating a shift in consumer preferences towards self-care products [4] - The growth of emerging consumer goods reflects new consumption concepts among younger generations, emphasizing the importance of understanding these narratives for investment opportunities [4][16] Summary by Sections Industry Performance - The new consumption sector saw a weekly increase, with the beauty care index up by 0.50%, retail index up by 3.45%, and social services index up by 3.92% during the week of November 24 to November 28, 2025 [7] Key Industry Data - In October, retail sales for clothing and textiles increased by 6.3%, cosmetics by 9.6%, and gold and silver jewelry by 37.6% [11][18] - The average sales per store in the cosmetics collection channel grew by 1.2%, with customer transactions increasing by 9.4% [4] Investment Analysis Recommendations - Focus on high-quality domestic brands in beauty care, such as Mao Ge Ping and Shangmei, and leading brands in ancient gold jewelry favored by younger consumers, like Laopu Gold and Chaohongji [16] - In the collectible toy sector, attention should be given to companies with strong IP creation and operational experience, such as Pop Mart [16] - For ready-to-drink tea, consider strong brands with extensive market coverage, like Mixue Group and Guming [16]

Group 1 - Miniso launched the "IP Genius Plan" on November 21, aiming to recruit top IP creators globally with annual salaries ranging from 1 to 10 million, to enhance original IP incubation and build its own IP matrix [1] - Miniso's financial report for Q3 2025 revealed that its toy brand TOP TOY achieved revenue of 570 million, marking a 111% year-on-year growth [1] - Huayuan Securities highlighted the emerging consumption trends among the younger generation, suggesting a focus on head brands in the ancient gold sector, such as Laopu Gold, and companies with successful IP creation and operation experience, like Pop Mart and Miniso [1] Group 2 - The Hong Kong Stock Consumption ETF (513230) tracks the CSI Hong Kong Stock Connect Consumption Theme Index, encompassing leading companies in various consumer sectors, including Pop Mart, Laopu Gold, and Miniso, alongside internet e-commerce giants like Tencent, Kuaishou, Alibaba, and Xiaomi, emphasizing the blend of technology and consumption [2]