Core Viewpoint - The main challenge facing the Chinese economy is to expand consumption and increase its contribution to GDP, as current consumption levels are significantly lower than the international average, leading to potential economic issues [3][4] Consumption Quality and Economic Impact - The current consumption quality is declining, which is evident from the low Consumer Price Index (CPI) of -0.1%, indicating a potential quality issue in consumer goods [4][5] - The "all-network lowest price" strategy in e-commerce may attract consumers but can lead to a decrease in product quality as suppliers lower prices to survive, resulting in a negative impact on economic growth [5][6] Information Asymmetry and Market Dynamics - The concept of "lemon markets" illustrates the consequences of information asymmetry, where buyers focus on price rather than quality due to the difficulty in assessing product quality [5][7] - Providing consumers with more information about product quality is essential to mitigate the issues arising from low-price competition [6][8] Research Findings on Brand and Quality Indices - A study conducted with Sun Yat-sen University developed two indices: the Consumption Brand Index and the Brand Purchasing Power Index, which measure brand quality and consumer spending [6][9] - The average Consumption Brand Index increased from 59.4 in Q1 2023 to 63.4 in Q1 2025, indicating a positive trend in brand quality despite overall pessimism about consumption [9][10] Regional Analysis of Brand Indices - The Brand Purchasing Power Index shows stronger purchasing power in eastern coastal regions, while the average Consumption Brand Index is unexpectedly high in certain northern regions [10][11] - Factors such as the proportion of migrant workers and employment in non-private sectors significantly influence brand purchasing power and average brand indices [11][12] Emerging Consumer Trends - New consumer trends are emerging, with brands like Pop Mart gaining popularity among younger consumers, indicating a shift towards quality and emotional experience in consumption [12][13] - The research highlights the importance of focusing on product quality information rather than solely on price signals, suggesting that both brand quality and consumer experience are crucial in the digital economy [13]

Investment Rating - The report indicates a positive outlook for the ASEAN digital economy, particularly in e-commerce and on-demand services, with expected growth rates of 15% to 20% in the coming years [2]. Core Insights - The ASEAN e-commerce market is highly concentrated, with Shopee, Lazada, and TikTok dominating nearly 90% of the market share, with Shopee leading in Southeast Asia [1][4]. - Indonesia is the largest e-commerce market in Southeast Asia, with a GMV of approximately $160 billion, and is expected to see renewed growth driven by live commerce and video shopping [5]. - The on-demand services market, including food delivery, is projected to accelerate growth in 2024, with significant potential in Vietnam and Indonesia [7]. - The rapid commerce market is expected to grow at a compound annual growth rate of 20-30% in the coming years, driven by partnerships with traditional retailers [8]. Summary by Sections E-commerce Market Overview - The ASEAN digital economy encompasses e-commerce, tourism, food delivery, and online media, with a total market size of approximately $260 billion [2]. - E-commerce is the largest vertical, valued at around $160 billion, followed by tourism and online media [2]. - Shopee maintains over 50% market share in Southeast Asia, while TikTok Shop is rapidly growing as a strong second player [4]. Indonesia E-commerce Development - Indonesia's e-commerce market is experiencing a resurgence, with a GMV of about $160 billion and a penetration rate that has room for growth compared to China and South Korea [5]. Brazil E-commerce Growth - Brazil's e-commerce market is projected to grow at a rate of 17% in 2024, with a GMV of approximately $64 billion, and Shopee's market share has significantly increased since its entry [6]. On-demand Services Market - The on-demand services market, primarily food delivery, is valued at around $27 billion and has seen a compound annual growth rate of 18% over the past five years [7]. - Grab leads the food delivery market with a share exceeding 50%, while the market remains concentrated with the top players holding 80% to 90% of the total market share [9]. Digital Financial Services - The digital financial services sector is rapidly expanding, with digital loans expected to grow from $70 billion to approximately $300 billion by 2030 [13]. - C Limited has emerged as the largest consumer loan company in the region, with a loan scale exceeding $6 billion [13]. Grab's Business Performance - Grab holds a leading position in the food delivery market with a market share of approximately 50% to 60% and is expected to see stable revenue growth in the coming years [20]. - The company is focusing on expanding into second and third-tier cities to increase usage scenarios and improve operational efficiency through AI [20]. Goto's Business Overview - Goto is a leading player in Indonesia's digital ecosystem, with approximately 70% of its revenue coming from on-demand services, particularly food delivery [21]. - The company is expected to achieve significantly higher positive EBITDA this year while focusing on financial technology and advertising to strengthen its market position [22].

Group 1 - Daiwa raised the target price for Mixue Group to HKD 608, maintaining an "outperform" rating [1] - The strong rebound in the domestic tea beverage industry was driven by Meituan's commitment to defend its market share at all costs, leading to ongoing price wars among food delivery platforms [1] - The increase in target price reflects higher same-store sales growth forecasts due to intensified competition in the delivery platform sector and a rapid pace of new store openings [1] Group 2 - Earnings per share forecasts have been adjusted upward by 5-6% [1]