证券研究报告 | 2026年02月04日 | 晨会纪要 | | --- | | 数据日期:2026-02-03 | 上证综指 | 深证成指沪深 | 300 指数 | 中小板综指 | 创业板综指 | 科创 50 | | --- | --- | --- | --- | --- | --- | --- | | 收盘指数（点） | 4067.73 | 14127.10 | 4660.10 | 15290.00 | 4148.91 | 1471.06 | | 涨跌幅度（%） | 1.29 | 2.19 | 1.17 | 2.30 | 2.66 | 1.39 | | 成交金额（亿元） | 11107.20 | 14335.11 | 6666.26 | 4888.38 | 6773.19 | 988.26 | $$\overline{{{\mathbb{M}}}}\cong\pm\overline{{{\mathbb{M}}}}$$ (4) [ (4) 36 $\mu$H$\mu$H$\mu$H$\mu$] 宏观与策略 宏观深度:宏观经济深度报告-有形之手（1）：财政 ABC 之"四本账" 固定收益深度:固收+系列报告之十 ...

智通财经APP获悉，国信证券发布研报称，维持商贸零售板块"优于大市"评级。当前金价波动对板块虽 有短期情绪影响，但在当前行业增长逻辑转向依赖品牌建设、工艺创新和文化叙事能力带来的"α收 益"下，预计实际基本面影响相对平稳。AI未来有望在持续赋能品牌业务发展的过程中，实现业务增长 新曲线的开拓。 2025年底海内外市场经过一定涨幅之后市场震荡有所加大，从牛市轮动角度，新的一年消费板块不排除 在政策边际加码情况下来迎来一定弹性。 国信证券主要观点如下： 黄金珠宝金价波动不改龙头长期成长 今年以来，金价出现较大幅度波动，COMEX黄金开年至1月29日涨幅为12.28%，但1月30日单日取得跌 幅8.35%。当前金价波动对板块虽有短期情绪影响，但在当前行业增长逻辑转向依赖品牌建设、工艺创 新和文化叙事能力带来的"α收益"下，预计实际基本面影响相对平稳。一方面，参考2013年金价回调后 带来抢购潮并延续数月的投资购买热情，投资金业务为主的企业短期业绩仍有进一步增长支撑;另一方 面，具备价差优势并且港澳经营能力突出的港资珠宝品牌，以及近年来产品设计或差异化能力较好或综 合优势明显的头部企业，有望继续强化自身业务优势，实现 ...

Group 1: Core Insights - The report maintains an "outperform" rating for the retail sector, anticipating a rebound in consumer spending due to potential policy support and low valuations in the sector [3][51] - Gold jewelry sector remains resilient despite price fluctuations, with a focus on brand building, craftsmanship innovation, and cultural storytelling driving long-term growth [1][12] - AI applications are expected to create new growth opportunities for online service providers, enhancing their capabilities in consumer insights and brand marketing strategies [2][19] Group 2: Gold Jewelry Sector - Gold prices have shown significant volatility, with a year-to-date increase of 12.28% until January 29, followed by a single-day drop of 8.35% on January 30, impacting short-term market sentiment but not the long-term growth logic of leading companies [1][12] - Companies with a high proportion of investment gold business, such as Cai Bai Co., are projected to see substantial revenue growth, with expected net profits for 2025 ranging from 1.06 to 1.23 billion, representing a year-on-year increase of 47.43% to 71.07% [14][18] Group 3: AI and E-commerce - The introduction of AI technologies is reshaping industry dynamics, particularly in e-commerce, where the shift from traditional search to generative AI dialogue is expected to transform brand marketing strategies [20][21] - Online service providers are positioned to leverage deep partnerships with leading e-commerce platforms, enhancing their ability to generate content and optimize marketing efforts through AI [21][23] Group 4: Investment Recommendations - For the gold jewelry sector, companies like Cai Bai Co., Luk Fook Holdings, and Chow Tai Fook are recommended due to their strong growth potential and low valuations [3][51] - In the beauty and personal care sector, companies such as Proya Cosmetics and Mao Geping are highlighted for their innovative product launches and platform strategies [3][51] - Cross-border e-commerce leaders like Small Commodity City and Anker Innovations are expected to benefit from AI applications that enhance cost efficiency and product innovation [3][51] - Offline retail is anticipated to see a boost during the peak sales season, with companies like Miniso and Yonghui Superstores recommended for their growth prospects [3][51]

Group 1: Core Insights - The report maintains an "outperform" rating for the retail sector, indicating potential for growth in the consumer market, particularly in the jewelry and beauty segments, as well as cross-border e-commerce [3][51]. - Fluctuations in gold prices have short-term emotional impacts on the jewelry sector, but the long-term growth logic remains intact, driven by brand building, craftsmanship innovation, and cultural storytelling [1][12]. - AI applications are rapidly being integrated into the retail sector, particularly through online service providers, which are leveraging deep partnerships with major e-commerce platforms to enhance consumer insights and brand strategies [2][19]. Group 2: Industry Summaries - In the gold and jewelry sector, companies with a high proportion of investment gold business, such as Cai Bai Co., are expected to achieve stable growth despite short-term price fluctuations, with projected net profits for 2025 expected to increase by 47.43% to 71.07% [1][14]. - The beauty and personal care sector is seeing a return to low valuations, with traditional leaders showing signs of recovery and new product launches expected to drive growth [3][51]. - Cross-border e-commerce leaders have demonstrated strong resilience against risks, with AI applications expected to enhance cost efficiency and product innovation, providing a catalyst for sustained growth [3][51]. Group 3: Recent Industry Data - In December 2025, the total retail sales of consumer goods reached 45,136 billion yuan, with a year-on-year growth of 0.9%, indicating a weak overall growth trend influenced by high base effects from the previous year [24][30]. - Online retail sales for the year reached 159,722 billion yuan, growing by 8.6%, with physical goods online retail accounting for 26.1% of total retail sales, reflecting a slight increase in penetration [25][30]. - The jewelry category saw a year-on-year growth of 5.9% in December, supported by rising prices and holiday gifting demand, while the cosmetics category grew by 8.8% due to promotional activities and consumption upgrades [30].

Core Viewpoint - Guosen Securities maintains an "outperform" rating for the consumer sector, anticipating potential rebounds in 2025 due to policy support and structural opportunities in specific sub-sectors like gold jewelry, beauty care, offline retail, and cross-border e-commerce [1] Group 1: 2025 Market Review - In 2025, the SW retail index increased by 11.6%, underperforming the CSI 300 index by 6.1 percentage points, as the market adjusted after significant gains in 2024 [2] - The SW beauty care index rose by 0.4%, lagging behind the CSI 300 index by 17.35 percentage points, with a notable decline in the second half of the year due to a shift in market focus towards technology [2] - The overall consumer sector showed stable fundamentals in 2025, with emerging structural highlights and strong rebound potential supported by clearer consumption-promoting policies [2] Group 2: 2026 Outlook - The new consumption trend is expected to continue into 2026, driven by changes in consumer sentiment among younger demographics and the successful market entry of new consumption companies [3] - Traditional consumption leaders are facing operational challenges but are adapting by innovating and adjusting their retail channels, leading to potential recovery starting from late 2024 [3] Group 3: Investment Recommendations - **Gold Jewelry**: The sector is entering a peak consumption season with overall valuations at low levels, and companies with strong product offerings are expected to see growth [4] - **Beauty Care**: The sector is returning to low levels, with traditional leaders showing signs of recovery and new product launches driving growth [4] - **Offline Retail**: The end of the year marks a sales peak, with potential positive impacts from CPI recovery and ongoing adjustments in supermarket operations [4] - **Cross-Border E-commerce**: Market sensitivity to external tariffs is decreasing, and leading companies are expected to benefit from the upcoming overseas consumption peak [4]

Investment Rating - The report maintains an "Outperform" rating for the retail sector [3][56]. Core Insights - The retail sector is expected to benefit from increased policy support, with leading companies poised for growth [1][3]. - The overall consumption environment in 2025 is projected to be stable, with structural highlights emerging, particularly as consumption policies become clearer [1][12]. - The report identifies two main trends for 2026: the continuation of new consumption trends and the anticipated reversal of challenges faced by traditional consumption [2][20]. Summary by Sections Market Performance Review - In 2025, the SW retail index increased by 11.6%, underperforming the CSI 300 index by 6.1 percentage points, while the beauty care index rose by only 0.4%, lagging behind the CSI 300 by 17.35 percentage points [1][16]. - The retail sector's performance was initially strong in the first half of 2025 but faced a decline in the second half due to a shift in market focus towards technology [1][16]. Investment Recommendations - The report suggests several sectors for investment: 1. **Gold and Jewelry**: The sector is entering a consumption peak, with low valuations and expected growth in same-store sales and channel expansion. Recommended companies include潮宏基, 菜百股份, and 周大福 [3][56]. 2. **Beauty and Personal Care**: The sector is returning to low valuations, with traditional leaders showing signs of recovery. Recommended companies include 上美股份 and 珀莱雅 [3][56]. 3. **Offline Retail**: The end of the year is a peak sales period, with potential positive impacts from CPI recovery. Recommended companies include 名创优品 and 永辉超市 [3][56]. 4. **Cross-border E-commerce**: Companies are expected to benefit from reduced external tariff impacts, with recommendations including 小商品城 and 安克创新 [3][56]. Key Company Earnings Forecasts - The report provides earnings forecasts and investment ratings for key companies, all rated "Outperform" for 2025 and 2026, including 潮宏基, 上美股份, and 珀莱雅, with respective PE ratios indicating growth potential [5][59]. Recent Industry Data Tracking - As of November 2025, the total retail sales of consumer goods reached 43,898 billion yuan, with a year-on-year growth of 1.3%. The growth was influenced by high base effects and the timing of promotional events [26][30]. - Online retail sales for the first 11 months of 2025 reached 144,582 billion yuan, growing by 9.1%, with physical goods online retail accounting for 25.9% of total retail sales [28][30]. Policy Support and Future Outlook - Recent policy initiatives emphasize the importance of boosting consumer spending, with a focus on increasing the consumption rate and stabilizing demand through various measures [13][24]. - The report anticipates that traditional consumption leaders will gradually improve their performance as they adapt to new market conditions and innovate their product offerings [24][20].

Core Viewpoint - The retail industry is experiencing increased market volatility as of the end of 2025, with a focus on capturing new consumption trends and expectations for a reversal of traditional consumption challenges [1] 2025 Review - In the first nine months of 2025, the total retail sales reached 36,587.7 billion yuan, reflecting a year-on-year growth of 4.5%, with retail sales of consumer goods excluding automobiles growing by 4.9% [2] - By category, cosmetics sales grew by 3.9%, while gold and jewelry sales surged by 11.5% due to a low base last year and rising gold prices [2] - Cross-border e-commerce imports and exports reached approximately 2,060 billion yuan, marking a 6.4% increase, demonstrating resilience despite external impacts such as tariffs [2] - The consumption landscape shows structural highlights in sectors like pets, trendy toys, personal care, and jewelry, driven by insights into new consumer demands and product innovation [2] - The new consumption industry trends and expectations for a reversal in traditional consumption challenges are identified as the two main themes, with a positive market performance at the beginning of the year followed by a cooling trend later on [2] 2026 Outlook - New markets will be explored domestically, including customer return during offline channel adjustments and new dividends from innovative business models like instant retail, while overseas expansion remains crucial for Chinese brands [3] - New demands will focus on insights into emerging consumer preferences, emphasizing emotional and practical value in products, and exploring innovation through IP+ and AI+ [3] - A platform-based approach is necessary due to intensified competition, requiring companies to create mechanisms for continuous growth through both internal and external opportunities [3] Investment Recommendations - For beauty and personal care, focus on leading companies with room for product innovation and those with platform capabilities for iterative growth, such as Shangmei Co., Proya, and others [4] - In the gold and jewelry sector, companies with differentiated designs and expansion potential are expected to benefit, including Chao Hong Ji and Chow Tai Fook [4] - For cross-border e-commerce, leading firms expanding in target markets and new categories will see sustained fundamental catalysts, such as Small Commodity City and Anker Innovations [4] - In offline retail, companies showing initial operational improvements should be monitored, including Jiajiayue and Miniso [4]

Core Insights - The report maintains an "outperform" rating for the retail sector, highlighting the potential for recovery in consumer demand and the importance of adapting to new market conditions [1][4][10] 2025 Industry Review - In the first three quarters of 2025, China's retail sales reached 365,877 billion yuan, growing by 4.5% year-on-year, with non-automotive retail sales increasing by 4.9% [2][10] - The cosmetics sector saw a stable growth of 3.9%, while gold and jewelry sales surged by 11.5% due to low base effects and rising gold prices [2][26] - Cross-border e-commerce imports and exports amounted to approximately 2.06 trillion yuan, reflecting a growth of 6.4% despite external pressures [2][33] 2026 Outlook - New markets will be explored, including offline channel adjustments and innovations in instant retail, alongside continued overseas expansion opportunities [3][61] - New consumer demands will focus on emotional and practical value, leveraging AI and IP for product innovation [3][66] - A platform-based approach is necessary to ensure sustainable growth amid intensifying competition and shorter product life cycles [3][66] Investment Recommendations - The report suggests focusing on leading companies in beauty care, gold and jewelry, cross-border e-commerce, and offline retail, with specific recommendations for companies like Up Beauty, Chow Tai Fook, and Yonghui Superstores [4][34] - The beauty care sector is expected to benefit from product innovation and platform capabilities, while gold and jewelry companies are advised to capitalize on differentiated designs [4][45] - Cross-border e-commerce firms are projected to thrive as external tariff impacts diminish, with recommendations for companies like Anker Innovations and Focus Technology [4][54] Consumer Behavior Trends - The report notes a structural shift in consumer preferences, with a growing emphasis on emotional value and product differentiation, particularly among younger demographics [3][78] - Instant retail is identified as a significant growth area, with the market expected to exceed 2 trillion yuan by 2030 [3][80] Cross-Border E-commerce Insights - Cross-border e-commerce continues to show resilience, with exports to the EU growing by 8.4% while exports to the US declined by 17% due to tariff impacts [33][87] - Successful brands in overseas markets are those that effectively combine global branding with localized operational strategies [87]

Investment Rating - The report maintains an "Outperform" rating for the retail sector [3][58]. Core Insights - The retail industry is experiencing a low-level recovery with significant differentiation among individual stocks. The overall growth rate for the industry has shown a slight decline in the third quarter, with retail sales in the first nine months of 2025 reaching 365,877 billion yuan, a year-on-year increase of 4.5% [1][13]. - The beauty and personal care sector is facing pressure on profitability due to changes in e-commerce platform rules and a lack of innovative products. The gold and jewelry sector is performing well, driven by stable sales of fixed-price products. The cross-border e-commerce sector is showing positive growth, while offline retail continues to face challenges [2][34][42]. Summary by Sections Overall Industry Performance - The retail sector's growth has been relatively stable, with a year-on-year increase of 4.5% in retail sales for the first nine months of 2025. The growth rate has declined in the second half of the year due to a decrease in consumer purchasing power and the tapering of stimulus policies [1][13]. Beauty and Personal Care - The beauty sector's sales reached 328.82 billion yuan in the first three quarters of 2025, growing by 3.9% year-on-year. However, profitability has been under pressure due to weak product launches and changes in promotional strategies [22][28]. Gold and Jewelry - The gold and jewelry sector saw a significant year-on-year growth of 11.5% in retail sales, totaling 276.81 billion yuan in the first three quarters of 2025. The sector benefits from a low base from the previous year and rising gold prices, although profitability has faced challenges [34][41]. Cross-Border E-commerce - Cross-border e-commerce has shown a stable growth trajectory, with a total import and export value of approximately 2.06 trillion yuan in the first three quarters of 2025, reflecting a year-on-year increase of 6.4%. The sector's revenue grew by 15.15% in Q3 2025, driven by strong operational resilience among leading companies [42][48]. Offline Retail - The offline retail sector remains under pressure, with a year-on-year increase of only 3.5% in retail sales for the first three quarters of 2025. The overall revenue for the offline retail sector declined by 15.9% in Q3 2025, indicating ongoing challenges in the market [50][54].

Core Insights - Sanya Central Business District is actively promoting investment attraction as a key strategy for high-quality development [1] - The district focuses on sectors such as cross-border trade, modern commerce, cultural relics and arts, and cruise and yacht industries [1] Investment Attraction Efforts - The district has organized investment mobilization conferences and intensive special meetings to expand investment during the "Investment Season" [1] - A task list for investment attraction has been created, focusing on four leading industries [1] Project Tracking and Statistics - There are 87 key projects being dynamically tracked by dedicated personnel [1] - As of the end of August, Sanya Central Business District has 9,024 registered enterprises, including 34 Fortune Global 500 companies, 56 China’s top 500 companies, and 28 private top 500 companies [1] - Headquarters enterprises account for over 60% of Sanya's total [1]