策略研究 | 证券研究报告 — 总量深度 2025 年 12 月 16 日 策略深度报告 风格与趋势共振：新消费投资图景 消费具备轮动补涨配置机会，新消费兼具产业趋势与中期景气双重共振。 中银国际证券股份有限公司 具备证券投资咨询业务资格 策略研究 证券分析师: 王君 (8610)66229061 jun.wang@bocichina.com 证券投资咨询业务证书编号：S1300519060003 证券分析师：高天然 (8610)66229064 tianran.gao@bocichina.com 证券投资咨询业务证书编号：S1300522100001 2025 年 Q2 新消费行情演绎的三重逻辑：1）基本面层面：中美贸易摩 擦下，提振内需政策预期强化；2）资金面层面：全球资金再配置，港 股估值修复，A 股和港股消费共振；3）风格轮动：科技与消费呈现"跷 跷板"效应。从宏观背景与风格轮动逻辑来看，当前市场环境与 2025 年 Q2 有一定相似之处，消费风格具备轮动补涨配置机会：1）基本面层 面：CPI 回暖趋势初现，必选消费市场表现与 CPI 同比有较高相关度， 盈利-估值对比，消费风格具有明确优势；2）资金 ...

Core Insights - The report highlights the ongoing trends in new consumption sectors, emphasizing opportunities in discount retail, bulk snacks, cross-border e-commerce, domestic beauty products, entertainment economy, and outdoor consumption [2][3][5] Consumption Trends - Post-1990s Japan experienced four major consumption trends: the rise of "value-for-money" consumption, increased popularity of low-cost home entertainment, a surge in vocational education demand due to unemployment, and the emergence of outdoor consumption [3][4] - In recent years, China's consumption structure has also evolved, presenting new investment opportunities, particularly in value-for-money consumption sectors such as discount retail and cross-border e-commerce [3][4] Performance of New Consumption Companies - Several new consumption companies, including Mixue Group, Blucoco, and Guming, have successfully listed on the Hong Kong Stock Exchange, showing impressive performance with stock price increases of 83.8%, 109.1%, and 162.4% respectively since their listings [5][7] - The report notes that the entertainment economy is gaining traction, with companies like Pop Mart reporting a revenue growth of 106.9% and a net profit growth of 188.8% in 2024 [4][5] Investment Opportunities - The report suggests that the new consumption industry trends are still ongoing, and there are opportunities for selective investment in key sectors such as discount retail, bulk snacks, cross-border e-commerce, domestic beauty products, entertainment economy, and outdoor consumption [2][5] - The performance of new consumption companies in Hong Kong is expected to catalyze similar movements in the A-share market, providing further investment opportunities [5]