证券研究报告 | 2025年12月21日 农产品研究跟踪系列报告（187） 优于大市 牧业产能维持去化，看好肉奶周期共振反转 鸡蛋：在产父母代存栏维持增长，中期供给压力较大。12 月 19 日，鸡蛋主 产区价格 3.07 元/斤，周环比-0.65%，同比-5.98%。 周度农产品跟踪：牛价有望持续上涨，反内卷支撑中长期生猪价格。 生猪：行业反内卷有望支撑猪价中长期表现。12 月 19 日生猪价格 11.57 元/ 公斤，周环比+2.03%；7kg 仔猪价格约 218.57 元/头，周环比-0.43%。 白鸡：供给小幅增加，关注旺季消费修复。12 月 19 日，鸡苗价格 3.37 元/ 羽，周环比-0.30%；毛鸡价格 7.28 元/公斤，周环比+0.55%。 黄鸡：供给维持底部，有望率先受益内需改善。12 月 18 日浙江快大三黄鸡/ 青 脚 麻 鸡 / 雪 山 草 鸡 斤 价 分 别 为 5.0/5.9/7.5 元 ， 周 环 比 分 别 +8.70%/+5.36%/-8.54%。 肉牛：新一轮牛价上涨开启，看好牛周期反转上行。12 月 12 日，国内育肥 公牛出栏价为 25.40 元/kg，环比+0.79 ...

Core Insights - The pet economy in Shenyang is experiencing rapid growth, driven by new consumer concepts and emotional needs, with over 35,000 registered pet-related businesses in the region, including 12,000 newly established in the past year [1][4] Group 1: Market Growth and Trends - The pet consumption market in Shenyang is showing strong growth, with consumers spending an average of 500 yuan per month on pet care, excluding vaccination and medical expenses [2] - The market is projected to exceed 300 billion yuan in 2024, with a year-on-year growth of 7.5%, and is expected to surpass 811.4 billion yuan by 2025, potentially reaching over 1 trillion yuan shortly thereafter [3][4] Group 2: Industry Development - The number of offline pet stores is rapidly increasing, with 7 new pet shops opening on a single street in Shenyang, indicating a diverse range of services including grooming and specialty offerings like pet photography [4] - The establishment of the Northeast Asia Pet Trading Center aims to create a comprehensive industry demonstration zone that integrates live trading, smart warehousing, and financial services [5] Group 3: Consumer Behavior and Preferences - Consumers are increasingly viewing pets as family members, leading to a shift in spending towards high-quality products and services, including smart feeding devices and other high-end pet care products [3][5] - The variety of pets owned is expanding beyond traditional cats and dogs to include reptiles and small mammals, which is driving demand for a wider range of pet products and services [2]

但多数宠业从业 者面临两大痛 点：一是看不清 市场增长新方 向，错失细分赛 道机遇；二是不 懂新媒体运营逻 辑，难以通过抖 音、小红书、视 频号精准触达目 明日开讲 | 媒体 +大咖教您破解 宠业流量密码， 玩转抖音小红书 _南方+_南方 plus 随着"它经济"崛 起，宠物消费从 基础温饱向健康 医疗、品质生 活、情感陪伴全 面升级，万亿市 场蓝海持续扩 容。 标客群。 为破解行业痛 点，赋能宠业人 把握发展红利， 12月20日14:30- 17:00，由南方 农村报主办，农 语（广州）现代 农业有限公司、 广州大洋教育科 技股份有限公司 联合协办的大湾 区宠物行业年度 盛典，重磅启幕 公益直播专场！ 本次直播将聚焦 市场趋势与新媒 体实操，为宠业 从业者搭建高效 学习交流平台， 助力破局增长。 01 活动亮点 1、双维度深度 拆解：既解读宠 物经济市场纵深 与未来增长点， 又手把手教学三 大平台账号搭建 全流程，从宏观 趋势到实操落地 一站式覆盖。 2、实战派大咖 坐镇：两位拥有 丰富行业经验的 讲师联手，用真 实案例与落地方 法赋能宠业人。 3、精准解决痛 点：针对宠业门 店引流难、账号 起号慢、运营踩 ...

Core Insights - The Northeast Asia Pet Trading Center project has officially commenced construction, aiming to create a comprehensive platform integrating live pet trading, smart warehousing, cross-border logistics, financial services, and brand incubation [1] Investment and Development - The project will leverage the region's advantages in live resource supply and cross-border channels to Japan, South Korea, and Russia [1] - The investment partner, China Storage Development (Shenyang) Logistics Co., Ltd., has signed a strategic cooperation agreement with the Shenyang Free Trade Zone to promote the construction of the local pet live resource industry belt [1] Business Model and Revenue Potential - The pet park has introduced e-commerce live streaming platforms to empower upstream and downstream enterprises in the industry chain through digital channels [1] - The Northeast Asia Pet Trading Center has attracted multiple upstream and downstream enterprises, with an expected daily transportation volume of 500 live pets and an annual revenue potential of 22.5 million yuan [1] - The project will also include pet boarding, short-distance transportation, and related businesses such as pet food and supplies, creating a diversified revenue structure [1] Cross-Border Operations - The project is advancing the establishment of the province's first pet cross-border customs clearance location, facilitating the export of high-quality domestic pet resources and the import of internationally renowned pet brands [1]

Investment Rating - The report maintains a "Recommended" rating for the pet industry [1] Core Insights - The report analyzes the evolution of the pet industry over the past two decades, highlighting the shift from offline to online channels and the transition from distribution to direct sales. The rise of e-commerce has significantly accelerated the growth of domestic pet brands [6][8] - Online channels have become the primary sales avenue for pet food, leveraging e-commerce platforms to rapidly scale and reach mainstream consumers. The emergence of content-driven e-commerce has further enhanced customer acquisition and conversion capabilities [6][42] - Offline channels remain crucial for building trust and providing service-oriented consumption experiences, with professional stores and veterinary clinics playing a key role in offering product experiences and consultations [6][42] - The report emphasizes the need for brands to shift from broad expansion to efficient, lifecycle-focused operations in response to rising customer acquisition costs and market saturation. The competitive landscape is becoming clearer, with leading brands gaining significant advantages over smaller competitors [6][42] Summary by Sections Channel Evolution - The pet industry has undergone significant channel changes, moving from a dealer-dominated offline model to a direct sales online model, driven by e-commerce growth since 2012. The current phase is characterized by content-driven marketing and multi-channel integration [6][8][9] Online Channel Dynamics - Online channels have solidified their position as the largest sales channel in the pet industry, with retail share increasing from 47.7% in 2020 to 59.0% in the first half of 2025. The dominance of major platforms like Taobao and the rapid growth of Douyin highlight the evolving landscape [6][47] - The report notes that online purchasing behavior is heavily influenced by the convenience of buying pet food and treats, while offline spending is concentrated on services like veterinary care and grooming [6][49] Offline Channel Insights - The offline channel structure is diverse, comprising specialized pet stores, supermarkets, veterinary clinics, and other service-oriented businesses. While retail sales are lower due to high costs, offline channels are essential for service delivery and building consumer trust [6][72] - Direct sales through physical stores enhance consumer trust and repeat purchases, while veterinary clinics serve as authoritative channels for brand credibility [6][77] Brand Building and Competitive Strategy - The report identifies efficiency improvement and brand building as core strategies for navigating high costs and market saturation. Brands must focus on establishing trust and enhancing brand recognition to achieve premium pricing in a competitive environment [6][90] - The report highlights the importance of private traffic and refined operations as brands adapt to the evolving market landscape, moving away from reliance on public advertising to building direct connections with consumers [6][117]

每经头条（nbdtoutiao）——海南封关政策红利全解析：零关税、低个税、投资准入放宽、跨境资金自 由、创业扶持…… （记者 张明双） 2025年1至6月份，天元宠物的营业收入构成为：宠物用品占比50.72%，宠物食品占比46.55%，其他主 营业务占比2.62%，其他业务占比0.11%。 截至发稿，天元宠物市值为38亿元。 每经AI快讯，天元宠物（SZ 301335，收盘价：29.68元）12月18日晚间发布公告称，公司第四届第十一 次董事会会议于2025年12月18日在浙江省杭州市临平区宁桥大道291号天元宠物鸿旺园区9号楼召开。会 议审议了《关于补选公司第四届董事会审计委员会委员的议案》等文件。 ...

Group 1: Consumer Sector Performance - The consumer sector experienced a pullback, with the Consumer ETF (159928) declining by 0.5% and a total trading volume of 240 million yuan, while it saw a net subscription of 14 million shares, accumulating over 300 million yuan in the last five days [1] - The "Reward Economy" concept gained traction, indicating that consumers are increasingly purchasing non-essential items or experiences to alleviate stress and fulfill psychological needs, reflecting the vitality and resilience of the current consumer market [3] - The valuation of the Consumer ETF (159928) remains attractive, with a TTM price-to-earnings ratio of 19.4, placing it in the 3.17% percentile over the past decade, indicating it is cheaper than 97% of the historical time frame [4] Group 2: Market Trends and Insights - Seasonal patterns in Q4 suggest a tendency for market style shifts, particularly in December, where low valuation stocks may gain favor among investors [5] - The new consumption upgrade is driven by quality supply, with a focus on innovation and user-centric approaches, indicating a shift from previous consumption upgrades that were investment-driven [7] - The trend of "external expansion" in quality consumer supply is emerging, with opportunities for Chinese manufacturing to expand globally, particularly in personal care and textile sectors [8] Group 3: Future Opportunities in Consumption - AI applications are expected to enhance consumer products, with AI smart glasses anticipated to enter the market, presenting significant growth potential [10] - The K-shaped recovery in purchasing power highlights the resilience of luxury consumption, with a shift towards high-end experiences and services becoming more prominent [11] - Moutai's strategy to control product supply and focus on high-quality development aims to stabilize its distribution channels and enhance profitability for distributors [12][15]

Core Insights - The article discusses the decline in sales of Durex, with a 50% drop in 2020 and a 40% industry-wide decline, alongside a 20% decrease in marriage rates, indicating a broader trend of reduced sexual desire in society [2][3]. Group 1: Changing Consumer Behavior - The decline in traditional sexual products is attributed to a "low-desire society," where consumer spending is shifting towards other areas [3]. - The overall e-commerce sales during the 618 shopping festival saw a negative growth of 7%, and the Double Eleven event has not reported results for four consecutive years [3]. Group 2: Emerging Growth Sectors - Five high-growth sectors are identified as alternatives to traditional sexual products: 1. **Pet Consumption Upgrade**: The pet market is projected to reach 302 billion in 2024, with one pet for every three young people [4]. 2. **Endorphin Economy**: An increase of 200 million new sports participants in the last decade, with a surge in outdoor activities and sports brands [8]. 3. **Aromatherapy**: The fragrance market is valued at 850 million USD in 2023, growing at a rate of 10% annually [8]. 4. **Emotional Fast-Moving Consumer Goods (FMCG)**: Products that provide immediate emotional satisfaction, such as colorful small items and emotional flower shops [11][12]. 5. **Self-Rescue Economy**: Health-focused products like probiotic cola and health teas are gaining popularity, reflecting a trend of anxiety rather than health consciousness [16][19]. Group 3: Underlying Consumer Needs - The five growth trends reflect the demands of a low-desire society, focusing on feelings of companionship, control, healing, ritual, and safety, which add extra value to products [20]. Group 4: Strategic Recommendations - For businesses to thrive by 2026, it is crucial to align their development with national strategies, technological trends, globalization perspectives, and user demands [21].

Group 1: Construction Materials Industry - The central economic work conference emphasizes "internal strength" and highlights the contradiction of "strong supply and weak demand" in the construction materials industry, indicating a shift towards supply-side reforms and potential investment opportunities in the cement sector [2][6][9] - The policy focus has shifted from "extraordinary counter-cyclical adjustments" to "increasing counter-cyclical and cross-cyclical adjustment efforts," suggesting a more gradual adjustment in demand-side policies for the upcoming year [2][6] - The cement sector remains the most valuable investment area within the construction materials industry, with expectations for a new round of supply-side reform [2][6] Group 2: Cosmetics Raw Materials Industry - The Chinese cosmetics raw materials market is projected to grow from CNY 1147.80 billion in 2019 to CNY 1603.90 billion by 2024, with a compound annual growth rate (CAGR) of 6.9% [10] - The peptide raw materials market is expected to grow from CNY 11.2 billion in 2019 to CNY 21.7 billion by 2024, with a CAGR of 14.1% [10] - Leading companies in the industry include Weiqi Technology and Jiakai Biological, with Weiqi holding a 6.6% market share in the peptide raw materials sector [10][11] Group 3: Transportation Industry - The logistics demand in emerging markets is showing robust growth, with Jitu Express achieving record daily collection volumes in Brazil [15][16] - The international air transport association (IATA) forecasts a stable profit outlook for airlines, with a projected total net profit of USD 41 billion in 2026 [18] - The supply chain bottlenecks continue to restrict the growth of the aviation industry, with a structural mismatch between demand and available aircraft [18] Group 4: Agriculture, Forestry, Animal Husbandry, and Fishery Industry - The pig price is expected to remain weak, with a recent increase to CNY 11.54/kg, but overall industry losses persist [31][32] - The central economic work conference has introduced policies aimed at stabilizing pig prices and enhancing farmers' income, indicating a shift towards protecting farmers' rights and promoting innovation [32] - The chicken industry faces a "high capacity, weak consumption" dilemma, with leading companies likely to gain market share as they adapt to changing conditions [33]

Core Trends in the Consumer Industry - The consumer industry in 2025 is characterized by market polarization, organizational restructuring, multi-point industry explosions, and talent resilience [1] - Understanding these trends is essential for businesses, investors, and professionals to seize opportunities amid uncertainty [1] Market Trends: New Opportunities in Polarization - The consumer market is undergoing significant transformation, with the "middle price range" cooling, rational consumption rising, and the silver economy booming [3] - High-income consumers are pursuing quality upgrades, while low- to middle-income consumers focus on cost-effectiveness, leading to a notable "polarization" in consumption [4] - The core driver of consumption upgrade is "value recognition," with high-income consumers willing to pay a premium for innovative, socially responsible, and health-oriented products [4] - The tea beverage industry exemplifies this trend, with low-cost brands like Mixue Ice Cream seeing over 40% profit growth, while mid-range and high-end brands face declining profits [5] Rational Consumption Rise - The brand premium is diminishing, with consumers now prioritizing quality and effectiveness over brand recognition [6] - Consumers are increasingly pragmatic, utilizing both online and offline channels for price comparison and product selection [6] - The rise of "ingredient-focused" consumers and the popularity of private label products reflect this shift, with significant growth in ingredient searches on platforms like Tmall [7] Silver Economy: A New Growth Frontier - The silver economy is transitioning from a niche market to a trillion-dollar sector, driven by an aging population and stable income for retirees [8] - By 2035, the number of individuals aged 60 and above in China is expected to reach 480 million, providing a solid foundation for this market [9] - Various sectors, including finance, entertainment, and consumer goods, are witnessing significant growth, with health products and senior-friendly smart devices gaining traction [9] Organizational Trends: Streamlining and Empowerment - Consumer companies are undergoing profound changes in organizational structure, focusing on efficiency and agility [11] - Many companies are engaging in "slimming down" initiatives, shedding non-core operations to concentrate resources on key business areas [12] - Strategic roles are evolving from advisory to operational, requiring personnel to be deeply involved in business execution [14] Industry Trends: Diverse Growth Across Segments - The beauty and personal care sector is shifting from online dominance to a blend of online and offline experiences, emphasizing the importance of physical retail [20] - The food and beverage industry is experiencing steady growth, with a focus on health and quality, as well as a shift towards high-quality price competition [22] - The health supplement market is booming, with a projected market size of 355.4 billion yuan in 2024, driven by diverse consumer demands and innovative product forms [24] - The pet industry is expanding, with a focus on emotional spending and professional services, reflecting a shift towards health and companionship [26] - Outdoor sports are experiencing explosive growth, driven by increased health awareness and diverse leisure activities [28] - The tourism sector is evolving towards quality and experiential offerings, with new business models reshaping the industry landscape [32] Talent Market: Opportunities Amidst Challenges - The talent market is characterized by intensified competition and a focus on immediate capabilities, with companies prioritizing recent industry experience [38] - The demand for social e-commerce talent is surging, driven by the transformation of traditional fast-moving consumer goods (FMCG) channels [39] - Building career resilience is essential for professionals to navigate the evolving job landscape and seize emerging opportunities [41]