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 ...

Group 1 - The rise of outdoor economy is driven by a growing demand from younger generations, particularly those born in the 1990s and 2000s, who prefer experiential travel over traditional sightseeing [1][2] - By early April 2025, the number of participants in outdoor sports in China is expected to exceed 400 million, with online consumption in outdoor sports projected to reach approximately 300 billion yuan in 2024, marking a nearly 40% increase [1] - The outdoor economy encompasses a wide range of products, from professional climbing gear to everyday outdoor apparel, catering to diverse consumer needs [1] Group 2 - Henan province boasts unique geographical advantages and rich natural resources, with various outdoor scenes such as health trails and forest camps, contributing to a robust outdoor market [2] - The outdoor products industry in Henan has seen significant growth, with 303 companies and 15 specialized parks, potentially generating a market worth billions [2] - To ensure sustainable growth in the outdoor economy, there is a need for improved service quality, diversified camping options, and enhanced market regulation to prevent chaotic industry expansion [2]

Domestic Financial Market - The Shanghai Composite Index closed at 3472.32, with a slight increase of 0.32%, while the Shenzhen Component Index decreased by 0.25% to 10508.76 [3][8] - The trading volume in the Shanghai and Shenzhen markets reached 1.45 trillion, an increase of 121 billion compared to the previous trading day [8] Macro News Summary - The People's Bank of China is promoting the digital RMB innovation in relevant free trade zones [5] - The Ministry of Industry and Information Technology is addressing low-price disorder in the photovoltaic industry, indicating potential recovery for the sector [6] Industry Dynamics - The outdoor economy is emerging as a new consumption trend, with related stocks such as Zhejiang Nature and Explorer [6] - The establishment of a leadership group for general aviation and low-altitude economy by the Civil Aviation Administration of China [6] Company Focus - Zhongzhu Yejitu Group reported a net profit of 560 million to 650 million for the first half of 2025, an increase of 50.97% to 75.23% year-on-year [7] - Zhangyue Technology achieved a breakthrough in overseas short drama business, with nearly 200,000 new users on the iDrama platform [7] - Chip Dynamics reported a net profit between 138 million and 169 million for the first half of 2025, representing a year-on-year growth of approximately 144.46% to 199.37% [7] Market Review and Outlook - The market experienced fluctuations with a peak near 3500 points, but closed lower due to profit-taking [8] - The upcoming earnings season is expected to be crucial for excess returns, particularly in sectors like non-ferrous resources, midstream manufacturing, consumer services, and TMT [8] - New quantitative regulations are being implemented, indicating potential risks for previously high-flying small-cap stocks [8]

Group 1: Evolution of Consumption Society in Japan and the U.S. - The generational shift has profoundly influenced the evolution of consumption societies in Japan and the U.S. [1] - In Japan, the Taisho and early Showa generations led the transition from the first to the second consumption society, followed by the New Human Generation and part of the Baby Boomer generation driving the third consumption society [1] - In the U.S., Baby Boomers focus on unique product advantages, Generation X prefers time-saving products, Generation Y is enthusiastic about energy-saving and green consumption, while Generation Z contributes significantly to digital and gaming consumption [1] Group 2: Current State and Potential of China's Consumption Society - The post-90s and post-95s generations in China have developed consumption concepts similar to Japan's New Human Generation and the U.S. Baby Boomers, emphasizing spiritual satisfaction and personalized consumption [2] - Compared to Japan and the U.S., China's service consumption currently stands at 46.1%, indicating significant room for growth in the service sector [2] Group 3: Characteristics of the Third Consumption Society and Self-Satisfaction Consumption Trends - In the third consumption society, consumers prioritize emotional and psychological factors over mere functionality when selecting products, leading to a shift in brand positioning from "leader" to "supporting role" [3][10] - Self-satisfaction consumption is emerging as a key trend, focusing on emotional resources, emotional resolution solutions, and legal emotional release [6][11] Group 4: Emotional Consumption Trends - Emotional resources include the pet economy, IP toys, and temple economy, catering to spiritual and emotional needs [6] - Emotional resolution solutions are found in beauty and personal care products, gold and jewelry, and new-style food and beverages that address appearance and safety anxieties [6] - Legal emotional release is represented by outdoor activities, light alcoholic beverages, and tobacco products, which help consumers manage stress [6]