Investment Rating - The report indicates a mixed investment outlook for the consumer sector in China, with a preference for new consumer names that can deliver unique growth amidst demand uncertainties, while mature names face investor concerns due to fluid overall demand [2][12]. Core Insights - The overall consumption trend in China appears unexciting for 2Q25, with sequentially softer trends observed across multiple sectors, including spirits, dairy, sportswear, cosmetics, condiments, and prepared food, despite resilient headline numbers supported by trade-in policies [1][35]. - There is a divergence in stock preferences, with investors favoring new consumer brands that show strong growth potential, while mature brands are under scrutiny due to demand fluctuations [2][12]. - Structural growth opportunities are expected to drive stock outperformance in sectors such as sports brands, diversified retailers, pet food, beverages, and restaurants, while sectors like apparel, footwear OEM, and furniture remain less favored [2][3]. Summary by Sections Demand Trends - Sales trends are softening in 2Q25, with headline growth numbers steady due to trade-in policy support, but multiple consumer subcategories indicate fluid demand [35][37]. - Categories benefiting from subsidy support, such as appliances and freshly made drinks, show solid performance, while spirits and high-end restaurants face headwinds from anti-extravagance policies [38][39]. Pricing Dynamics - Emerging pricing risks are noted across various sectors, with increased competition leading to deeper discounts, particularly in the automotive and sportswear sectors [43][44]. - The report highlights a trend of rational spending among consumers, leading to weaker average selling prices (ASP) across multiple categories [30][43]. Sector Performance - The report outlines expected revenue and net income growth for new consumer names to outperform older ones from 2025 to 2027, driven by structural growth opportunities [12][21]. - Specific sectors such as pet care and freshly made drinks are highlighted for their robust growth potential, while traditional categories like spirits and dairy face challenges [11][21]. Future Outlook - The outlook for 2H25 suggests cautious optimism, with expectations of easier comparisons and continued support from trade-in policies, although growth pressures remain due to high bases and macroeconomic conditions [35][39]. - The report emphasizes the importance of overseas expansion and product innovation as key themes for future growth, particularly for companies looking to penetrate lower-tier cities and international markets [31][34].