2025 年 09 月 28 日 平台备战双十一，各美护品牌积极参与 推荐(首次) 投资要点 分析师：朱珠 S1050521110001 zhuzhu@cfsc.com.cn 行业相对表现 | 表现 | 1M | 3M | 12M | | --- | --- | --- | --- | | 传媒(申万) | 5.3 | 23.6 | 59.1 | | 沪深 300 | 1.9 | 16.0 | 22.9 | 市场表现 -20 -10 0 10 20 30 40 50 (%) 传媒 沪深300 资料来源：Wind，华鑫证券研究 相关研究 1、《传媒行业周报：阿里提出 ASI 政策护航数字消费关注 AI 焕新应 用》2025-09-28 2、《传媒行业周报：迎国庆档双 11 抢跑华为《智能世界 2035》迎智能 体互联网》2025-09-21 3、《传媒行业周报：以 AI 为支点 撬动国产应用新增量可期》2025- 09-07 ▌ 2024 年双十一期间美妆市场表现强劲 2024 年双十一期间，2024 年双 11 线上渠道美妆 GMV 为 1267 亿元，同比综合平均增长 17.42%。其中，淘天平台 GMV ...

Group 1 - The report indicates that M1 has shown a significant recovery, with a year-on-year increase of 11 percentage points from September 2024 to June 2025, which correlates with a 9 percentage point increase in non-financial corporate cash flow, suggesting a new cash flow cycle for enterprises has begun [1][7][10] - Non-financial operating cash flow saw a notable year-on-year increase of nearly 1 trillion yuan in Q2 2025, marking it as the primary positive contributor to the growth of cash and cash equivalents [7][10][17] - Historical cash flow cycles are referenced, indicating that the current improvements in operating cash flow, narrowing negative contributions from financing cash flow, and reduced negative contributions from investment cash flow align with the characteristics of the beginning of a new cash flow cycle [1][7][17] Group 2 - The overall improvement in non-financial operating cash flow is primarily attributed to reduced purchasing rather than increased sales, with a notable contraction in cash outflows for purchases, which is a rare occurrence historically [2][20][27] - Industries experiencing net inflow expansion due to downstream prosperity include automotive, machinery, electronics, non-ferrous metals, and chemicals, while those benefiting from significant cost reductions include construction, transportation, real estate, utilities, and new energy [2][8][20] - Leading contributors to cash increment across the A-share market include construction (+1.4 percentage points), new energy (+1.3 percentage points), real estate (+1.0 percentage points), and electronics (+1.0 percentage points), while coal and food & beverage sectors showed negative contributions [3][8][17] Group 3 - The report highlights that the automotive and food & beverage sectors have shown healthy cash flow expansion, indicating improved cash collection and sales quality, which is crucial for maintaining cash flow health [35][36] - The construction and transportation sectors are noted for their significant net inflow expansions, driven by cost control and operational efficiency improvements [2][29] - The electronics sector has benefited from increased demand driven by AI and technological advancements, leading to improved operating cash flow and accelerated capital expenditures [3][8][35]

Macro Economic Overview - The "14th Five-Year Plan" emphasizes the use of more proactive fiscal policies to support employment and foreign trade, and to improve people's livelihoods [3][4] - Recent policies focus on industrial internet applications and the development of new energy sectors, indicating a shift towards digitalization and innovation [3][4] Fixed Income Market - As of August 2025, the total bond custody amount reached 174.54 trillion yuan, with a net increase of 15,060.06 million yuan, indicating a slight decrease in growth compared to previous months [9][10] - The leverage ratio in the bond market slightly increased to 106.88%, reflecting a cautious optimism in the market [13][14] Pharmaceutical Industry - The pharmaceutical sector is entering a new growth phase driven by innovation and optimization of centralized procurement, with major companies like Heng Rui Pharmaceutical and China Biologic Products showing robust revenue growth [17][18] - The recent adjustments in the national medical insurance directory are expected to benefit innovative drugs, leading to potential rapid growth for companies involved [18][19] Non-Bank Financial Sector - The performance of non-bank financial companies is primarily driven by property and equity investments, with significant contributions from the property insurance sector [21][22] - The net profit growth of listed insurance companies improved in the first half of 2025, largely due to the profitability of property insurance [21][24] Agricultural Sector - The price of white feather chicken increased due to supply disruptions and rising demand, with the average selling price reaching 7.17 yuan/kg in August 2025 [30][31] - The egg market faces pressure from high production capacity, limiting the potential for price increases despite some upward movement in prices [32][33] Machinery Industry - The valuation of global robotics companies is being redefined, with Figure's recent funding round valuing the company at 39 billion USD, indicating a bullish outlook for the robotics sector [37][38] - Key components in robotics are expected to see significant valuation increases, with potential PE ratios reaching 200 times as the industry matures [38][39] Consumer Services Sector - The upcoming National Day holiday is expected to boost travel bookings, with a steady increase in pre-booking trends observed [42][45] - The tea and coffee sector continues to show strong performance, with leading brands expanding their market presence despite some overall industry slowdowns [43][45] Real Estate and Construction - China Overseas Property is experiencing growth in both scale and profitability, with projected net profits increasing from 16.1 billion yuan in 2025 to 19.6 billion yuan by 2027 [47][48] - The company is focusing on high-quality expansion and has seen a significant increase in managed area and new contract signings [49][50] Electronics Industry - The domestic high-power server power supply market is growing, with companies like Oulu Tong positioned as leaders in this space, benefiting from the rise of AI applications [51][52] - The demand for higher power server supplies is expected to increase, with new products in development to meet the needs of advanced AI servers [53]

Investment Rating - The investment rating for the social services industry is "Positive" (maintained) [1] Core Insights - The social services sector is experiencing a positive trend, with significant growth in tourism and related services, driven by government policies and consumer demand [5][22] - The tea and coffee sectors are showing robust growth, with leading brands expanding their store counts and achieving strong same-store sales growth [44][55] - The collectible toy market is witnessing steady online sales growth, particularly in plush and blind box categories, while offline store performance is mixed [26][39] Summary by Sections Travel and Tourism - The National Day holiday is expected to see a stable increase in travel bookings, with domestic flights projected to reach 139,000 flights, a year-on-year increase of 5.7% [15][22] - The average ticket price for domestic economy class is approximately 896 yuan, showing a slight increase of 0.5% year-on-year [15] Collectible Toys - Online sales in the collectible toy category reached 1.275 billion yuan in August 2025, marking a year-on-year growth of 16% [26][27] - The average store efficiency for collectible toy brands increased by 11% year-on-year, with top brands like Pop Mart showing significant growth [39] Food and Beverage - The tea beverage sector has 517,600 stores nationwide as of August 2025, with a net increase of 1,800 stores [48] - The average monthly store efficiency for the tea industry was 226,400 yuan, reflecting a year-on-year growth of 3.5% [45][48] - Major tea brands like Mixue Ice Cream and Gu Ming have seen substantial store expansions, with Mixue adding 7,625 stores in the first eight months of 2025 [52][55] Cross-Border E-commerce - Shopee is enhancing its content e-commerce strategy through partnerships with major social media platforms, indicating a focus on growth in Southeast Asia [7][8] Market Performance - The social services index outperformed the Shanghai and Shenzhen 300 index by 2.13 percentage points during the week of September 15-19, 2025, ranking 6th among 31 primary industries [7][8]

Group 1 - The report highlights that the initial adjustments during the main upward phases of A-shares in 2015, 2017, and 2020 typically saw an average adjustment period of 11 trading days, with an average decline of nearly 5% for the overall market and a 20% pullback in popular sectors [5][28][32] - The report indicates that the current adjustment has lasted for 6 trading days with a decline of 2.35%, and popular sectors have experienced a pullback of 28.5%, suggesting that the adjustment is nearing completion and a consolidation phase is beginning [5][8][66] - The report suggests that the main upward phase of A-shares is characterized by a significant influx of household deposits into the market, which has been a driving force behind the current upward trend [15][17] Group 2 - The report outlines that the adjustment in 2015 was primarily driven by regulatory warnings and weak earnings reports, leading to a decline in market sentiment [33][36] - In 2017, the adjustment was influenced by disappointing macroeconomic data and external shocks, such as credit rating downgrades, which affected investor confidence [51][52] - The 2020 adjustment was marked by a significant outflow of northbound capital and the IPO of a major company, which created short-term liquidity pressure on the market [64][66] Group 3 - The report identifies key sectors to focus on during the current market phase, including interest rate-sensitive sectors (TMT, non-bank financials, and metals), sectors benefiting from a potential PPI recovery (chemicals, machinery, and consumer goods), and growth sectors that may see rotation (AI hardware, innovative pharmaceuticals, and defense) [8][66] - The report emphasizes that the style rotation in the market is contingent on fundamental performance, with growth sectors expected to continue leading, while a shift towards consumer and cyclical sectors may occur if earnings improve [7][8][66]

Investment Rating - The report maintains an "Overweight" rating for the industry, with a focus on new consumption sectors such as beauty care, IP derivatives, and gold jewelry [5][28]. Core Insights - The report highlights significant market movements, with the retail trade, social services, and beauty care sectors showing varied performance, ranking 19th, 27th, and 25th respectively among 31 primary industries during the week of September 8-12, 2025 [14][16]. - Key events include Huaxi Biological's strategic investment in Saint Pharma, which focuses on small nucleic acid drugs, and Jinbo Biological's approval for a new injectable collagen product [3][23]. - The report notes a substantial increase in domestic and international flight searches ahead of the Mid-Autumn Festival and National Day holidays, indicating a recovery in travel demand [4][24]. Summary by Sections 1. Weekly Market Review - The retail trade sector increased by 0.85%, while social services and beauty care sectors decreased by 0.28% and 0.23% respectively, compared to the Shanghai Composite Index's increase of 1.52% [14][16]. 2. Key Industry Data and News - The Chinese government allocated 100 billion yuan for childcare subsidies and plans to gradually implement free preschool education [3][23]. - Huaxi Biological invested approximately 138 million HKD in Saint Pharma, acquiring a 9.44% stake, while Jinbo Biological's new collagen product is the first of its kind to enter the pharmaceutical excipient market [23][24]. 3. Key Company Announcements - Jinbo Biological announced management changes, with founder Yang Xia appointed as CEO, and plans for a cash acquisition by Langzi Co. for a controlling stake in a cosmetic surgery hospital [27][28]. 4. Investment Recommendations - The report recommends focusing on companies such as Shangmei Co., Juzi Biological, and Marumi Biological, among others, as potential investment opportunities in the beauty care and new consumption sectors [5][28].

Summary of Key Points from Conference Call Records Industry Overview - The new consumption sector benefits from policy support and consumption upgrades, catering to the needs of Generation Z, with performance growth exceeding the industry average and long-term growth potential, particularly in areas like the pet economy and trendy IP derivatives [1][3][12] Core Insights and Arguments - New consumption companies are actively expanding into overseas markets, showing excellent single-store profitability and rapid store opening speeds, leading to significant growth and attracting attention from southern capital and overseas active equity funds [1][4] - The expectation of interest rate cuts by the Federal Reserve is strong, with a nearly 100% probability of a rate cut on September 18, which is expected to enhance market risk appetite and liquidity, thereby increasing the valuation levels of the new consumption sector [5][6][7] - The Hong Kong stock market has underperformed compared to the A-share market due to fundamental profit downgrades, liquidity contraction, and low valuation levels, but the new consumption sector may benefit from improved liquidity and upward revisions in performance [1][8][12] - Internet platform subsidies led to significant profit losses in the Hong Kong stock market in Q2, but some segments, like ready-to-eat beverage companies, benefited, although certain sub-sectors have seen corrections from previous highs [1][11] Additional Important Insights - The new consumption sector shows a clear sustainability in performance growth, driven by the high consumption willingness of young consumers, particularly in areas like the pet economy and trendy IP derivatives, with over two-thirds of young people's spending focused on emotional and seasonal consumption [3][6] - The new consumption sector is expected to lead market strength in the near future, especially in the Hong Kong market, as it transitions from goods to service-oriented and emotional consumption [2][12] - The performance of the Hong Kong stock market in 2025 is expected to lag behind the A-share market, particularly in sectors like software services, semiconductors, and consumer services, while sectors like pharmaceutical biotechnology and essential consumer retail may outperform [10] - The upcoming Federal Reserve rate cuts are anticipated to significantly benefit non-essential and emotional stocks in the Hong Kong market, reinforcing the investment value of the new consumption sector [5][7] Investment Recommendations - It is recommended to focus on the new consumption sectors such as the pet economy, trendy concepts, and beauty care, which are expected to outperform traditional sectors due to policy support, consumption upgrades, and technological and channel innovations [1][12][13] - The Penghua Fund's National Index Hong Kong Consumption ETF (159,265) tracks the National Index Hong Kong Consumption Index, which has a high concentration of new consumption stocks, making it suitable for investors [1][16] - Investors are advised to use index-based tools for investment in the new consumption sector, which is characterized by new products, channels, and marketing models, and to consider the Penghua Fund's index products for diversified exposure [13][15]

证券分析师 证券研究报告 | 商贸零售 | | --- | 行业定期报告 hyzqdatemark 2025 年 09 月 07 日 丁一 SAC：S1350524040003 dingyi@huayuanstock.com 板块表现： 体育产业支持政策落地；国内折叠自行车龙头新股上市 投资评级： 看好（维持） ——新消费行业周报（2025.9.1-2025.9.5） 投资要点： 1）品牌力：根据灼识咨询的数据，按 2024 年零售量计，公司在中国内地折叠自行 车行业排名第一，市场份额达 26.3%，按 2024 年零售额计，公司亦位居中国内地折 叠自行车行业首位，市场份额为 36.5%。 2）渠道力：截至 2025 年 4 月 30 日，公司与遍布中国 30 个省级行政区的 38 家经 销商合作，覆盖 680 个零售点。分渠道看，国内经销收入为公司收入的主要构成， 2024 年公司国内经销收入 3.07 亿元，占公司总收入的 68%；国内直销收入占 2024 年公司收入的 25%。于往绩记录期间，大行的产品销往中国内地以外的 28 个国家和 地区，包括日本、泰国、美国及欧盟。 3）产品力：大行自行车主要包括 ...

Core Viewpoint - The podcast "基会来了" discusses the future of new consumption in China, questioning whether it is a fleeting trend or a sustainable growth opportunity [4]. Group 1: New Consumption Trends - New consumption companies often start with high valuations due to uncertainty about their growth potential, but they may face significant price declines if they fail to establish a solid market presence [5]. - A systematic understanding of the industry’s business model is crucial, particularly the presence of scale effects, as industries without them tend to become increasingly fragmented [5]. - The long-term success of consumer goods relies heavily on brand strength, with high gross margins indicating strong pricing power [5]. Group 2: Understanding Consumer Behavior - The 80s generation fund managers can still effectively study the consumption patterns of younger generations by recognizing industry trends and conducting thorough research [7]. - Observing new trends and being open to understanding them is essential for investment research, even if the researcher is not part of the target consumer group [7]. - Engaging with industry leaders and analyzing market data can provide valuable insights into consumer preferences and market dynamics [9]. Group 3: Consumption Dynamics - Current consumer behavior reflects a generational shift, with younger consumers displaying confidence in their purchasing decisions, prioritizing product quality and value over brand prestige [10]. - Economic growth in consumption is fundamentally linked to rising household incomes, making income growth a prerequisite for sustained consumption growth [10]. Group 4: Competitive Advantage in Global Markets - Chinese consumer brands have shown significant competitive advantages in international markets, particularly in gaming, where they have adapted products to local cultures and achieved substantial success [13]. - The success of Chinese products abroad challenges the notion that cultural differences would hinder market acceptance, as many products have thrived in Western markets [16]. Group 5: Promising Consumption Segments - Key areas for future investment include international expansion of companies, modern consumer categories like self-care products, gaming, and the pet economy, as well as the technology and AI sectors [18].

Investment Rating - The industry investment rating is "Positive" (maintained) [4] Core Insights - The tea beverage industry shows strong revenue and profit growth, with companies like Mixue and Guming expanding their market share due to strong supply chain capabilities and consumer trend responsiveness [5] - The global beauty industry is facing challenges, with only two of the top ten brands achieving positive growth, indicating a need for brands to optimize their strategies [5] - Emerging consumer trends reflect a new generation's consumption concepts, highlighting the importance of understanding these narratives for investment opportunities [18] Summary by Sections Tea Beverage Industry - Mixue Group reported a revenue of 14.875 billion yuan in H1 2025, a 39.3% increase year-on-year, with a net profit of 2.718 billion yuan, up 44.1% [5] - Guming achieved a revenue of 5.663 billion yuan in H1 2025, a 41.2% increase, with an adjusted net profit of 1.086 billion yuan, up 42.4% [5] Beauty Industry - The top ten global beauty brands had a combined sales of 560 billion yuan in H1 2025, a slight increase of 0.3%, with 70% of companies experiencing a decline in sales [5] - L'Oreal led with a revenue of 187.74 billion yuan, a 6.5% increase, while brands like Estée Lauder and Shiseido faced declines of 10.9% and 7.6% respectively [5] Investment Recommendations - In the beauty sector, focus on high-quality domestic brands with strong innovation, such as Mao Ge Ping and Juzi Biotechnology [18] - In the gold and jewelry sector, consider brands appealing to younger consumers, like Laopu Gold and Chaohongji [18] - For the tea beverage sector, prioritize leading brands with strong market presence, such as Mixue Group and Guming [18]