Core Insights - The overall revenue of the social service industry increased by 1.8% year-on-year in the first three quarters of 2025, with all sub-sectors except duty-free and hotels showing positive growth [2] - The industry experienced a decline in net profit, with a year-on-year decrease of 6.51%, while the hotel and human resources sectors saw increases of 13.51% and 5.41% respectively [2] - The third quarter showed a marginal improvement, with revenue growth of 3.64% year-on-year, although net profit still declined by 4.28% [2] Industry Breakdown - **Education**: High entry barriers in K12 education lead to accelerated growth for top institutions with compliance, brand influence, and quality content. AI applications in education are expected to enhance revenue and profit margins [3] - **Human Resources**: The job market is showing structural recovery, supported by employment policies and increased demand in sectors like transportation and hospitality. AI is expected to reduce reliance on human labor and improve efficiency [3] - **Hotels**: The RevPAR (Revenue per Available Room) is showing signs of improvement, with major hotel groups resuming rapid expansion. The overall RevPAR for hotels in September showed positive year-on-year growth [3] - **Duty-Free**: Sales in the offshore duty-free sector are stabilizing, with a year-on-year increase of 3.4% in September, marking the first positive growth in 18 months. New policies are expected to enhance consumption and attract foreign visitors [4] - **Dining**: The "ban on alcohol" has negatively impacted the dining sector, with significant revenue declines for larger enterprises. However, some companies like Guangzhou Restaurant are showing stable growth through cost reduction [4] - **Tourism**: Domestic tourism continues to grow, with an 18% increase in travel numbers year-on-year. Rural residents are showing significant potential for travel and spending, with a 25% increase in travel numbers [4]

Investment Rating - The report maintains a "Positive" investment rating for the consumer services sector [11] Core Insights - In H1 2025, the overall industry revenue increased by 1.0% year-on-year, indicating a stable upward trend, while the overall non-recurring net profit decreased by 7.1% year-on-year. However, in Q2 2025, the non-recurring net profit increased by 15% year-on-year, showing a recovery in profitability [2][19] - Structural opportunities are emerging across various segments, with notable improvements in profitability for human resources and hotel sectors [2][19] Revenue Overview - In H1 2025, the revenue growth was driven by a price-volume trade-off, with human resources, outbound tourism, education, dining, and scenic spots showing year-on-year increases of 10.7%, 8.6%, 3.4%, 3.3%, and 0.5% respectively. The duty-free sector is gradually recovering from a weak period, with a year-on-year decline of 10.1% [20][19] - The hotel industry faced pressure, with a year-on-year decline of 2.7% in performance [20] Profitability Analysis - The overall non-recurring net profit for the industry in H1 2025 decreased by 7.1%, but improved by 15% in Q2 2025. The human resources and hotel sectors saw increases of 6.4% and 1.0% respectively in H1 2025 [24][19] - The duty-free, dining, education, and scenic sectors experienced significant declines in non-recurring net profit, primarily due to weak consumer recovery in Q1 [24][19] Cash Flow Insights - The overall operating cash flow net amount decreased by 15.72% year-on-year in H1 2025, with the dining sector showing a positive growth of 28.89% [31][19] - By Q2 2025, the operating net cash flow for outbound tourism and education sectors turned positive, with increases of 38.51% and 18.02% respectively [31][19] Sector-Specific Highlights - **Tea Beverage**: The segment continues to thrive, with significant revenue and profit growth driven by delivery services and seasonal demand. Notable brands like Gu Ming are recommended for their robust growth potential [7][50] - **Dining**: The sector is recovering, but performance among listed companies varies. Brands with strong value propositions and rapid expansion are highlighted for investment [7][52] - **Education**: Quality institutions are experiencing steady growth, with a focus on AI applications enhancing revenue and profit margins. Recommended companies include Xue Da Education and Action Education [8][50] - **Human Resources**: The demand is structurally improving, with AI technology enhancing efficiency and reducing reliance on manual labor. Recommended companies include Keri International and Beijing Human Resources [8][50] - **Scenic Spots**: The tourism sector is witnessing growth in visitor numbers, supported by favorable policies. Recommended companies include Tianmu Lake and Songcheng Performance [8][50] - **Hotels**: The sector is under pressure, but major hotel groups are achieving cost reductions and efficiency improvements. Recommended companies include Shoulu Hotel and Jinjiang Hotel [9][50] - **Duty-Free**: The decline in offshore duty-free sales is narrowing, with positive trends in port stores. Recommended company is China Duty Free [9][50]

丨证券研究报告丨 行业研究丨专题报告丨消费者服务Ⅱ [Table_Title] 社会服务行业 2024A&2025Q1 业绩综述：青山 愈显处，韧行见新章 报告要点 [Table_Summary] 2024 年，社会服务行业整体营业收入同比+0.97%，较 2019 年提升 13.71%，酒店、景区、餐 饮等出行链子行业受益于需求韧性、龙头扩张份额提升等，经营修复持续向好，2024 年营收分 别同比+1.4%/+0.9%/+3.2%，2025Q1 进一步改善。各板块利润层面表现分化，社服行业整体 归母净利润同比下降 43.61%，恢复至 2019 年的 50.08%，其中景区/人资/酒店/餐饮/免税/出境 游/教育分别同比+61.49%/+56.11%/-4.67%/-36.59%/-54.84%/-99.55%/减亏。2025Q1，行业整 体营收同比-1.58%，较 2019 年同期提升 23.45%；归母净利润同比-5.9%，系免税等板块拖累。 分析师及联系人 [Table_Author] SAC：S0490517020001 SAC：S0490520080013 SFC：BUX176 赵刚 杨会强 马健 ...

Investment Rating - The report maintains a "Positive" investment rating for the social services industry [11] Core Insights - In 2024, the overall revenue of the social services industry is expected to grow by 0.97% year-on-year, with a 13.71% increase compared to 2019. Key sectors such as hotels, scenic spots, and restaurants are benefiting from resilient demand and market share expansion [2][6] - The overall net profit attributable to shareholders in the social services industry is projected to decline by 43.61% year-on-year, recovering to 50.08% of 2019 levels. Specific sectors show varied performance, with scenic spots and human resources experiencing significant growth [2][6] - In Q1 2025, the industry is expected to see a revenue decline of 1.58% year-on-year, but a 23.45% increase compared to the same period in 2019 [2][6] Revenue Overview - The social services industry is projected to achieve a revenue of 2,627.71 billion yuan in 2024, with various sectors showing different growth rates: outbound tourism (+83.2%), human resources (+14.7%), education (+5.1%), restaurants (+3.2%), hotels (+1.4%), scenic spots (+0.9%), and duty-free shops (-13.5%) [25] - In Q1 2025, revenue growth is expected to continue in outbound tourism, human resources, education, and restaurants, with respective year-on-year increases of 10.2%, 10.0%, 6.8%, and 2.6% [25] Profitability Analysis - The overall gross margin of the social services industry is expected to decline by 2.37 percentage points to 24.28% in 2024, with specific sectors showing varied changes [28][29] - Despite the decline, the gross margin is approaching pre-pandemic levels, with duty-free, hotel, restaurant, human resources, and education sectors recovering to 86%, 49%, 45%, 40%, and 75% of 2019 levels, respectively [29] Cash Flow Insights - The industry is experiencing a decline in operating cash flow, with an overall decrease of 33.25 percentage points year-on-year. Specific sectors like duty-free, hotels, and outbound tourism are seeing significant cash flow declines [36] - In Q1 2025, while revenue slightly declines, cash flow from duty-free and hotel sectors remains above 2019 levels, indicating strong sales collection capabilities [36] Sector-Specific Highlights - **Education**: The demand remains strong, with AI+ education products emerging. The K12 training sector is experiencing a supply-demand imbalance, leading to accelerated growth for compliant institutions [7][44] - **Human Resources**: The employment market is showing structural recovery, with AI technology enhancing efficiency and reducing reliance on manual labor. Recommended stocks include 科锐国际 and 北京人力 [7][44] - **Scenic Spots**: The tourism sector is recovering, with visitor numbers and spending showing double-digit growth. Recommended stocks include 黄山旅游 and 宋城演艺 [8] - **Hotels**: The hotel industry is undergoing deep adjustments, with performance not matching 2023 levels. Recommended stocks include 首旅 and 锦江 [8] - **Restaurants**: The restaurant sector is stabilizing with the help of consumption vouchers, and growth is expected to rebound in Q1 2025. Recommended stocks include 同庆楼 and 百胜中国 [8] - **Duty-Free**: The duty-free sector is seeing positive trends, with sales expected to grow. Recommended stock is 中国中免 [9]