推荐(维持) 投资要点 分析师：朱珠 S1050521110001 zhuzhu@cfsc.com.cn | 表现 | 1M | 3M | 12M | | --- | --- | --- | --- | | 传媒(申万) | -5.0 | 10.0 | 35.2 | | 沪深 300 | 0.1 | 4.1 | 21.1 | 市场表现 2026 年 02 月 28 日 传媒回调行情仍在 智能新纪元撬动注意力经济 行业相对表现 -20 -10 0 10 20 30 40 50 60 (%) 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：春晚节点重燃 AI 传媒有望承接 AI 应用新场景》 2026-02-23 2 、 《 传 媒 行 业 点 评 报 告 ： Seedance2.0 推动 AIGC 进入卡尔达 肖夫指数》2026-02-10 3、《传媒行业周报：从春节档到 AI 春晚迎 2026 年新篇章关注 AIGC》 2026-02-08 ▌本周观点更新 2026 年 2 月底传媒板块开年后略回调，我们认为当下传媒板 块行情仍在，AIGC 新叙事仍可期。企业端，AIGC 公 ...

证券研究报告 商贸零售 行业定期报告 hyzqdatemark 2026 年 02 月 28 日 证券分析师 丁一 SAC：S1350524040003 dingyi@huayuanstock.com 板块表现： 老铺黄金官宣 2 月底调价；淘宝闪购加大投入力度 投资评级： 看好（维持） ——新消费行业周报（2026.2.23-2026.2.27） 投资要点： 风险提示：零售环境修复不及预期风险；国际局势变动风险；市场竞争加剧风险。 请务必仔细阅读正文之后的评级说明和重要声明 联系人 老铺黄金官宣 2 月底调价，多地出现买金热潮。2 月 18 日老铺黄金发布调价通知，将于 2026 年 2 月 28 日进行产品价格调整。2025 年，老铺黄金曾于 2 月、8 月、10 月三次上调售价。 此次调价将是 2026 年的首次调价。截至 2026 年 2 月 27 日，黄金价格延续上涨态势，根据 上海金交所黄金现货价格，年初以来累计涨幅 15%，老铺黄金调价有望转嫁金价上涨带来的 压力，并有望维持高毛利率水平。根据蓝鲸新闻报道，老铺黄金推出"满 1000-100"促销活 动。或因调价和活动刺激，国内多地出现买金热潮。 ...

Investment Rating - The industry maintains a "Recommended" rating, with a focus on service consumption, beauty care, IP derivatives, and new consumption sectors such as gold and jewelry [6][27]. Core Insights - The report highlights the implementation of a government plan to accelerate the cultivation of new growth points in service consumption, focusing on key areas such as transportation services, domestic services, and cultural tourism [3][25]. - The beauty care sector is expected to see significant profit growth, with companies like Shanghai Jahwa and Huaxi Bio projecting substantial increases in net profits for 2025 [4][25]. - The travel sector anticipates a 16.2% year-on-year increase in domestic travel, with 6.30 trillion yuan in spending, indicating a strong recovery in consumer spending [5][26]. Summary by Sections Market Performance - During the week of January 26 to January 30, 2026, the retail, social services, and beauty care sectors experienced declines of 4.18%, 3.45%, and 3.76% respectively, ranking 26th, 23rd, and 25th among 31 primary industries [16][18]. Key Industry Events and Information - The State Council issued a plan to enhance service consumption, proposing three support policies aimed at stimulating development in various service sectors [3][25]. - The Ministry of Culture and Tourism launched a national cultural and tourism consumption month, featuring around 30,000 events and distributing over 360 million yuan in consumer vouchers [3][25]. Investment Recommendations - The report emphasizes a focus on service consumption and highlights specific companies for investment, including Ruoyuchen, Maogeping, Shangmei, Pop Mart, Chaohongji, and Laopu Gold [6][27].

Market Overview - The three major indices opened mixed, with the Shanghai Composite Index down 0.93% and the Shenzhen Component Index down 0.54%, while the ChiNext Index opened up 0.65% [1] - Key sectors showing gains include electric grid equipment, photovoltaic, and airports, while sectors such as non-ferrous metals and oil & gas experienced declines [1] Index Performance - Shanghai Composite Index: 4079.71, down 0.93%, with 579 gainers and 1486 losers, trading volume of 101.3 million shares worth 13.951 billion [2] - Shenzhen Component Index: 14128.87, down 0.54%, with 635 gainers and 2028 losers, trading volume of 124.5 million shares worth 19.692 billion [2] - ChiNext Index: 3368.14, up 0.65%, with 345 gainers and 937 losers, trading volume of 294.7 million shares worth 8.748 billion [2] Institutional Insights - CITIC Securities maintains a long-term positive outlook on the "technology + resource products" dual main line, noting that the market sentiment has cooled due to ETF sell-offs and international gold and silver price fluctuations, but expects stabilization before the Spring Festival [3] - Huatai Securities emphasizes that the core drivers for the spring market have not fundamentally changed, suggesting a focus on high-performing and low-position sectors, including electric power equipment and semiconductor devices [4] - China Galaxy Securities anticipates continued sector rotation leading up to the Spring Festival, highlighting strong fundamental support for sectors like non-bank financials and automotive, while also noting the potential for structural opportunities within the market [5]

Investment Rating - The investment rating for the social services industry is "Positive" (maintained) [1] Core Insights - The report highlights a strong performance in the duty-free sales sector in Hainan, with January sales reaching 4.26 billion yuan, a year-on-year increase of 32% [5][15] - The company "Guoquan" is expected to achieve a revenue of 7.75-7.85 billion yuan in 2025, representing a year-on-year growth of 19.8%-21.3%, with net profit projected to be 443-463 million yuan, a significant increase of 83.7%-92% [21][24] - The AI application sector is experiencing notable growth, with "Meitu Design Studio" and "Kuaishou Keling" seeing substantial increases in user engagement and revenue [26][31] Summary by Sections Duty-Free Sales - Duty-free sales in Hainan are showing strong growth, with cumulative shopping amounts reaching 10.05 billion yuan since the new policy implementation, a year-on-year increase of 25.32% [15][17] - The average daily passenger flow at Haikou Meilan and Sanya Phoenix airports has increased, indicating a robust tourism market [18][19] Guoquan - Guoquan's revenue for 2025 is projected to be between 7.75-7.85 billion yuan, with a net profit of 443-463 million yuan, reflecting a strong growth trajectory [21][24] - The company plans to expand its store network significantly, adding 1,416 new stores to reach a total of 11,566, focusing on lower-tier markets [22][27] AI Applications - "Meitu Design Studio" has seen a significant increase in domestic traffic, with a month-on-month growth of 29.76% in November and 23.53% in December 2025 [30][31] - "Kuaishou Keling" has launched a new model, achieving a 350% increase in paid users and generating over 20 million USD in revenue in December 2025 [31][33] Beauty and Health Brands - "Qingmu Technology" is expected to see a profit increase of 30%-50% in 2025, with its private care brand "Keman Duo" showing strong sales growth [34][35] - "Zuccari" is also projected to grow significantly, with a revenue increase of over 95% in the first half of 2025 [36] Instant Retail - The instant retail market in China is expected to exceed 1 trillion yuan by 2026, with Alibaba's "Taobao Flash Purchase" showing rapid growth in order volume and revenue [57][59] - The report indicates that the demand for instant delivery services is increasing, benefiting companies like "SF Same City" [61][62]

Group 1 - The current market is experiencing a shift from small-cap to large-cap stocks, indicating a transition from speculative themes to quality investments [1][2] - The nomination of Kevin Walsh as the Federal Reserve Chair reflects a policy shift towards "real economy" in the U.S., which could significantly impact global risk assets [1][2] - A recovery window for large-cap stocks is anticipated as the recent wave of ETF redemptions comes to an end [1] Group 2 - The A-share market is expected to see a structural rotation, with a focus on sectors with strong fundamentals, such as electric equipment, chemicals, and renewable energy [2][3] - The upcoming spring season is likely to bring a recovery in consumer and real estate sectors, aligning with manufacturing and technology trends [1][3] - The market is projected to maintain a structural fluctuation, with a focus on sectors that show clear profit recovery paths, particularly in manufacturing and resources [4][5] Group 3 - The recent adjustment in the metals market is attributed to a reversal in the narrative surrounding "dollar credit loosening" and liquidity expectations, leading to profit-taking after historical highs [5][6] - Recommendations include focusing on physical assets and sectors with confirmed cyclical bottoms, such as chemicals and non-bank financials [5][6] - The outlook for the commodities market remains positive, driven by geopolitical factors and structural supply-demand gaps [9][10] Group 4 - The spring market is expected to be influenced by favorable policies and fundamental factors, with a potential for new upward trends post-holiday [7][8] - The focus should remain on growth and cyclical sectors, particularly those with strong earnings forecasts, such as electronics and machinery [7][8] - The market is likely to experience a brief correction before resuming its upward trajectory, with investors advised to hold positions through the holiday [7][8] Group 5 - The outlook for the refining sector is optimistic, with expectations of significant price increases driven by abundant dollar liquidity and a potential supercycle in commodities [21][22] - The refining sector is seen as the next area for growth, similar to the recent performance of the metals sector, with substantial upside potential [21][22] - The market is expected to reach new highs, with recommendations to continue investing in sectors like metals, new consumption, and high-end manufacturing [21][22]

Core Viewpoint - The A-share market is experiencing high volatility at elevated levels, with external and internal factors limiting risk appetite ahead of the holiday season. The core drivers of the current spring market rally remain unchanged, suggesting potential opportunities for investment after adjustments [1][17]. Group 1: Market Analysis - The A-share market has shown a preference for value stocks, with a notable shift towards lower valuation sectors such as liquor and consumer goods, increasing the difficulty of capturing excess returns [1][17]. - Historical spring market adjustments are often driven by profit-taking pressures, policy and fundamental validations, and external environmental shocks. If adjustments are primarily due to fund behavior, they may provide space for subsequent increases [2][18][20]. Group 2: Economic Indicators - As of now, over 50% of annual performance forecasts have been disclosed across all A-shares, with a higher than average positive forecast rate in sectors such as non-bank financials, materials, and consumer goods. The sectors with the highest projected net profit growth include military, machinery, and consumer products [3][21]. - The overall industry prosperity index has risen for two consecutive months, indicating improvements in various sectors, including power equipment, semiconductors, and consumer goods [3][21]. Group 3: Valuation Observations - Current valuation and trading conditions indicate that sectors like computing power and materials are experiencing high levels of crowding, while consumer and export chains, as well as AI applications, are less crowded, presenting potential investment opportunities [4][22]. - The trading crowding in sectors such as semiconductors and aerospace equipment shows signs of decline, while consumer goods and financial sectors are beginning to recover from low trading crowding [4][22]. Group 4: Investment Recommendations - The market is expected to maintain volatility in the short term, with a potential continuation of the spring rally post-holiday. It is recommended to focus on high-quality, low-valuation sectors such as power equipment, semiconductors, and consumer goods [5][23]. - The investment strategy should include a shift towards sectors with high growth potential and favorable valuations, while also considering thematic investments in AI applications and consumer travel chains benefiting from the holiday season [5][23].

Summary of Conference Call Notes Company Overview - The company discussed is **倍加洁** (Beijiajie), which operates in the **probiotic and dietary supplement industry**. The focus is on its subsidiary **善恩康** (Shanenkang) and its product line involving **AKK菌** (Akkermansia muciniphila). Key Points and Arguments - **Stock Price Volatility**: The company's stock experienced significant fluctuations, attributed to a general pullback in small-cap stocks within the beauty and health sector. However, the company's fundamentals remain strong, with no abnormalities reported [1]. - **Growth Projections**: The company anticipates stable growth in its contract manufacturing business through 2026. The subsidiary Shanenkang is expected to see rapid growth driven by the AKK菌 product line, with profit margins likely to improve [1]. - **Financial Performance**: For the first half of 2025, Shanenkang is projected to achieve revenue of **49.76 million yuan**, representing an increase of over **80%** year-on-year. The net profit is expected to be **8.38 million yuan**, with a net profit margin of approximately **17%** (compared to a loss in the same period of 2024) [1]. - **Customer Expansion**: The significant revenue growth is attributed to an increase in customer numbers and the successful launch of high-margin AKK菌 products. The company has established partnerships with brands such as **仙乐** (Xianle), **Wonderlab**, and **若羽臣** (Ruoyuchen) [1]. - **Revenue Forecast for AKK菌**: The company estimates that revenue from AKK菌 products will exceed **10 million yuan** in 2025, with expectations for exponential growth in 2026 [1]. Industry Insights - **AKK菌 Overview**: AKK菌, also known as "slim bacteria" or "longevity bacteria," is naturally found in the human gut and is associated with higher proportions in long-lived and lean populations. It has significant potential applications in enhancing metabolism and immune health [2]. - **Product Development**: In February 2025, Shanenkang's AKK PROBIO active probiotic became the first product globally to receive both live and inactivated bacteria GRAS certification from the U.S. [2]. - **Market Trends**: There has been a surge in dietary supplement brands launching AKK菌 products. For instance, **若羽臣** launched an AKK菌 product priced at **228 yuan** per bottle, focusing on scientific weight management and metabolism enhancement, achieving over **4 million yuan** in GMV within 20 days of launch [2]. - **Competitive Landscape**: Recently, the **斐萃** brand introduced the **AKK小银瓶** product, priced at **2997 yuan** for three bottles, each containing **100 billion TFU** of inactivated AKK菌. This indicates a growing market interest and application potential for AKK菌 products [2]. Additional Important Content - The ongoing development and marketing of AKK菌 products suggest a promising future for the probiotic segment, with increasing consumer awareness and demand for health supplements focusing on metabolic and immune health benefits [2].

Investment Rating - The industry maintains a "Recommended" rating, with a focus on service consumption, beauty care, IP derivatives, and gold jewelry as new consumption sectors [6][30]. Core Insights - The total retail sales of social consumer goods in 2025 reached 50.12 trillion yuan, a year-on-year increase of 3.69%. In December, the retail sales totaled 4.51 trillion yuan, growing by 0.9% year-on-year, which was below the consensus expectation of 1.5% [3][24]. - The report highlights significant growth in specific retail categories, with home appliance retail sales increasing by 11%, and retail sales of communication equipment, cultural and office supplies, and furniture growing by 20.9%, 17.3%, and 14.6% respectively [3][24]. - The beauty care sector is seeing innovation, with Proya launching a new PROYA MED series aimed at specific skin repair needs, and Langzi Co. forecasting a net profit of 2.2 to 2.9 billion yuan for 2025, marking a year-on-year growth of 1.09% to 33.25% [27][28]. Summary by Sections Market Performance - From January 19 to January 23, 2026, the trade retail, social services, and beauty care sectors increased by 2.16%, 3.20%, and 1.98% respectively, ranking 16th, 12th, and 17th among 31 primary industries [15][20]. Key Industry Data and News - The report notes that the retail sales of consumer goods in 2025 were driven by the replacement of old appliances, with significant growth in various categories. The retail sales of cosmetics grew by 5.1%, while gold and jewelry retail sales increased by 12.8% [24]. - Notable company activities include Bubble Mart's share repurchase of approximately 3.5 billion Hong Kong dollars and the expected profitability turnaround for Guilin Tourism, projecting a net profit of 11 million yuan in 2025 [4][28]. Investment Recommendations - The report emphasizes a focus on service consumption and highlights specific companies such as Ruoyuchen, Maogeping, Shangmei Co., Bubble Mart, Chaohongji, and Laopu Gold as key investment targets [6][30].

Investment Rating - The industry maintains a "Recommended" rating, with a focus on service consumption, beauty care, IP derivatives, and gold jewelry as new consumption sectors [6][30]. Core Insights - The total retail sales of social consumer goods in 2025 reached 50.12 trillion yuan, a year-on-year increase of 3.69%. In December, the retail sales totaled 4.51 trillion yuan, growing by 0.9% year-on-year, which was below the consensus expectation of 1.5% [3][24]. - The report highlights significant growth in specific retail categories, with home appliance retail sales increasing by 11%, and retail sales of communication equipment, cultural and office supplies, and furniture growing by 20.9%, 17.3%, and 14.6% respectively [3][24]. - The beauty care sector is seeing innovation, with Proya launching a new PROYA MED series aimed at specific skin repair needs, and Langzi Co. forecasting a net profit of 2.2 to 2.9 billion yuan for 2025, marking a year-on-year increase of 1.09% to 33.25% [27][28]. Summary by Sections Market Performance - From January 19 to January 23, 2026, the trade retail, social services, and beauty care sectors increased by 2.16%, 3.20%, and 1.98% respectively, ranking 16th, 12th, and 17th among 31 primary industries [15][18]. Key Industry Data and News - The report notes that the retail sales of consumer goods in 2025 were driven by the replacement of old appliances, with significant growth in various categories, including a 15.7% increase in sports and entertainment products [3][24]. - The beauty care sector is highlighted with new product launches and positive earnings forecasts from companies like Langzi and Meili Tianyuan, which expects a revenue of at least 30 billion yuan in 2025, growing by no less than 16% [27][28]. Investment Recommendations - The report suggests focusing on companies such as Ruoyu Chen, Mao Ge Ping, Shangmei Co., Pop Mart, Chao Hong Ji, and Lao Pu Gold as potential investment targets within the recommended sectors [6][30].