证券研究报告 | 宏观专题报告 2025 年 12 月 15 日 如何提高居民消费率？ 根据消费经济的一般演进路径，随着居民收入不断提高，消费重心会逐渐从日 常消耗品转向耐用商品，并进一步向服务领域扩展。当前，我国人均 GDP 已 跃升至 1.3 万美元以上，居民消费格局呈现出从商品主导向服务主导转变的趋 势。与一般发达国家相比，我国服务消费占比明显偏低，"十五五"时期提升 居民消费率的战略选择就是大力发展服务消费。 ❑ 消费的宏观特征：消费率低，但消费量并不低；政府消费占比较高，居民 消费率偏低；实物消费占比高，而服务型消费占比低。 1）中国整体消费率（最终消费支出/GDP）明显低于一般发达国家，但最 终消费量并不低，剔除价格、汇率等因素，按照购买力平价后的绝对消费 量接近美国，且大于整个欧盟总和；由于中国属于制造业大国，国内商 品、服务价格普遍低于国际平均水平。 2）最终消费结构中，中国居民消费率（居民消费支出/GDP）不仅低于全 球平均水平，而且低于同为发展中国家的印度、巴西等国；中国政府消费 额以及占 GDP 的比重均高于全球水平，亦高于一般发达国家，形成了 "官方消费比民间旺盛"的独特现象。 3）与 ...

中新社北京12月15日电 (记者 陈溯)中国国家统计局15日公布，11月全国社会消费品零售总额同比增长 1.3%。国家统计局新闻发言人付凌晖当天表示，近期社会消费品零售总额增速有所回落，主要因为去 年同期基数较高。从累计增速来看，今年社会消费品零售总额增长好于去年。 来源：中国新闻网 国家统计局：今年中国社会消费品零售总额累计增长好于去年 付凌晖在国务院新闻办公室举行的发布会上表示，今年以来，提振消费专项行动深入实施，消费品以旧 换新政策发力显效，带动了消费潜能释放。1至11月，社会消费品零售总额同比增长4%，增速不仅快于 上年同期，也快于上年全年。 从11月份情况看，付凌晖表示，中国市场销售继续扩大，服务消费增长较快，新型消费继续壮大。 付凌晖表示，1至11月，中国服务零售额同比增长5.4%，增速比上月加快0.1个百分点，连续3个月回 升，且快于商品零售额增速，这意味着服务消费在全部消费中的比重提升。中国居民精神文化需求不断 扩大。1至11月，文体休闲服务类零售额保持两位数增长，网络影视等网上娱乐消费持续活跃，服务消 费潜力继续释放。 此外，新型消费稳步成长，线上消费、新兴消费发展向好。1至11月，实物商品 ...

11月份，社会消费品零售总额43898亿元，同比增长1.3%。其中，除汽车以外的消费品零售额39444亿 元，增长2.5%。1—11月份，社会消费品零售总额456067亿元，增长4.0%。其中，除汽车以外的消费品 零售额411637亿元，增长4.6%。 按经营单位所在地分，11月份，城镇消费品零售额37684亿元，同比增长1.0%；乡村消费品零售额6214 亿元，增长2.8%。1—11月份，城镇消费品零售额394544亿元，增长3.9%；乡村消费品零售额61523亿 元，增长4.4%。 按消费类型分，11月份，商品零售额37841亿元，同比增长1.0%；餐饮收入6057亿元，增长3.2%。1— 11月份，商品零售额403822亿元，增长4.1%；餐饮收入52245亿元，增长3.3%。 按零售业态分，1—11月份，限额以上零售业单位中便利店、超市、百货店、专业店、品牌专卖店零售 额同比分别增长6.0%、4.7%、0.7%、3.4%、0.1%。 1—11月份，全国网上零售额144582亿元，同比增长9.1%。其中，实物商品网上零售额118193亿元，增 长5.7%，占社会消费品零售总额的比重为25.9%；在实物商 ...

Financial Performance - Q3 2025 revenue reached $45.6 million, a 25% year-over-year increase[9] - Q3 2025 GMV totaled $197.2 million, representing a 21% year-over-year growth[9] - Loss before income tax improved to $17.7 million in Q3 2025[7], a 1% year-over-year improvement[9] - Adjusted EBITDA loss was $14.0 million in Q3 2025, compared to $17.0 million in Q3 2024[9, 69] Usage and Customer Metrics - Physical goods orders increased by 34% year-over-year in Q3 2025[7, 20] - Quarterly Active Customers for physical goods grew by 23% year-over-year[7, 17] - Cash burn increased to $15.8 million in Q3 2025, compared to $12.4 million in Q2 2025[7, 9] Regional Performance - Nigeria showed strong momentum, with physical goods orders up 30% and GMV up 43% year-over-year[7] - Egypt's physical goods GMV, excluding corporate sales, grew by 44% year-over-year[25, 26] Future Outlook - The company is on track for targeted full-year 2027 profitability[7] - The company forecasts Loss before Income tax to be between negative $50 million and negative $55 million for full-year 2025[62]

Core Insights - The consumer market in China has shown stable growth in the first three quarters of 2025, with total retail sales of consumer goods reaching 365,877 billion yuan, a year-on-year increase of 4.5%, accelerating by 1.2 percentage points compared to the same period last year and 1.0 percentage point compared to the entire previous year [3][5][9] Group 1: Consumer Spending and Economic Contribution - Final consumption expenditure contributed 53.5% to economic growth, driving GDP growth by 2.8 percentage points, an increase of 9.0 percentage points compared to the previous year [2] - In the third quarter, the contribution rate of final consumption expenditure rose to 56.6%, contributing 2.7 percentage points to GDP growth [2] Group 2: Retail Sales Performance - Retail sales of consumer goods in urban areas reached 316,838 billion yuan, growing by 4.4%, while rural retail sales amounted to 49,039 billion yuan, with a growth rate of 4.6% [5] - The online retail sales of physical goods reached 91,528 billion yuan, increasing by 6.5%, accounting for 25.0% of total retail sales [9] Group 3: Product Categories and Trends - Retail sales of goods totaled 324,888 billion yuan, with a year-on-year growth of 4.6%, and retail sales in limited enterprises increased by 5.1% [7][13] - Basic living goods such as food, clothing, and daily necessities saw retail sales growth of 8.0%, 3.1%, and 7.4% respectively [13] Group 4: Service Consumption Growth - Service retail sales grew by 5.2%, outpacing goods retail sales by 0.6%, with significant growth in cultural, sports, leisure, and travel services [14] - The railway passenger volume reached 3.54 billion, a 6% increase, while box office revenue grew by 20.7% [14] Group 5: Price Trends - The overall price level in the consumer sector remained stable, with the core CPI rising by 0.6% year-on-year, an increase of 0.2 percentage points compared to the first half of the year [17]

Group 1: E-commerce Development in China - In the first half of the year, the contribution rate of online retail sales of physical goods to total social retail sales reached 29.6% [1] - Online dining accounted for a 1.9 percentage point increase in the share of dining revenue [1] - The national online retail sales increased by 8.5% from January to June [1] Group 2: Quality E-commerce and AI Integration - Quality e-commerce initiatives and policies have been effectively implemented, promoting quality products and supporting foreign trade to domestic sales [1] - Key monitored platforms saw significant growth in digital products (9.9%), home appliances (12.7%), and network service consumption (14.6%) [1] - The application of new technologies like artificial intelligence is enhancing the efficiency and innovation of product services across the consumption chain [1] Group 3: Industrial E-commerce Growth - Industrial e-commerce activities have been actively promoting transformation, with over 280 industry matchmaking events held, covering more than 2,200 enterprises [1] - The transaction volume of agricultural products, electronic products, and textile industry e-commerce grew by 17.2%, 7.3%, and 6.2% respectively from January to June [1] Group 4: Silk Road E-commerce Expansion - The number of Silk Road e-commerce partner countries has increased to 36, with new additions including Kenya, Bangladesh, and Egypt [2] - Initiatives like "Silk Road E-commerce Benefits the World" are being advanced to deepen business cooperation with partner countries [2]

Core Insights - The consumer market in May showed significant recovery, driven by effective consumption policies, early promotional events, and increased holiday periods, leading to a notable rise in consumer demand [1][4] Group 1: Market Sales Performance - In May, the total retail sales of consumer goods reached 41,326 billion yuan, marking a year-on-year growth of 6.4%, with an acceleration of 1.3 percentage points compared to April, representing the highest monthly growth rate in 2024 [1] - The retail sales in county and rural markets grew by 5.4% from January to May, outpacing urban retail sales growth by 0.6 percentage points, with the county and rural market accounting for 38.9% of total retail sales, an increase of 0.1 percentage points year-on-year [1] Group 2: Product Category Growth - In May, retail sales of goods increased by 6.5%, with nearly 90% of product categories in large retail units experiencing growth. Notable increases were seen in sports and entertainment goods (28.3%), staple food (14.6%), and tobacco and alcohol (11.2%) [1] - The "old-for-new" policy significantly boosted sales in categories such as home appliances (53%) and communication equipment (33%), with growth rates accelerating by 14.2 and 13.1 percentage points respectively compared to April [2] Group 3: Online and Offline Retail Dynamics - From January to May, online retail sales of physical goods grew by 6.3%, outpacing overall retail sales growth by 1.3 percentage points, with online sales accounting for 24.5% of total retail sales [3] - Physical retail stores showed stable improvement, with retail sales in large retail units growing by 4.5% from January to May, with warehouse membership stores exceeding 30% growth [3] Group 4: Service Retail Market Trends - Service retail sales increased by 5.2% from January to May, slightly outpacing goods retail growth, driven by enhanced service offerings and diverse consumption scenarios [4] - The tourism and dining sectors saw significant growth, with dining revenue increasing by 5.0% compared to the previous period, reflecting a strong recovery in consumer spending [4]

Core Insights - The online retail sales in China reached 47,419 billion yuan from January to April, showing a year-on-year growth of 7.7% [1] Group 1: Online Retail Performance - The physical goods online retail sales amounted to 39,265 billion yuan, with a growth rate of 5.8% [1] - The share of physical goods online retail sales accounted for 24.3% of the total retail sales of consumer goods [1] Group 2: Category Growth - The growth rates for different categories of physical goods online retail sales are as follows: food items increased by 14.6%, clothing items grew by 0.5%, and daily necessities rose by 5.5% [1]