今日（2.24），大消费板块冲高回落，盘初一度涨超1%，规模领先的消费ETF（159928）转跌0.64%，盘中成交额已超3.6亿元！资金再度青睐，盘中获2400 万份净申购。最新规模超223亿元，同类持续领先！ 消息面上，春节出行强度提升，春节假期前6日全社会累计跨区域人员流动量增速较春运返乡阶段进一步上行。消费迎来开门红，商品消费需求旺盛、服务 消费活力满满。旅游市场热度高涨，"分段式过年"普及，主题上"南下避寒、北上冰雪"双线并行，出入境旅游双向增长。春节档电影方面，票房明显走弱。 政策面上，高层杂志发表重要文章《当前经济工作的重点任务》；我国将对53个非洲建交国全面实施零关税举措；加大农村地区企业上市辅导培育力度，帮 助更多企业利用多层次资本市场进行融资；三部门发布重要五年规划期间支持科技创新进口税收优惠政策。 东吴证券指出，历史上A股"春节效应"特征显著，节后资金有望"重振旗鼓"带动量价共振修复，A股有望迎来积极开局。春节休市期间全球股市多数上涨， 全球风险偏好较优。流动性层面，美降息路径虽存变数，但市场对全年流动性预期未显著恶化；离岸人民币汇率假期运行平稳。内需方面，动能稳步修复。 产业趋势层面， ...

Core Viewpoint - The report from China Merchants Securities indicates that the sales performance of key brands is expected to accelerate in the week before the Spring Festival, with tight supply and rising prices supporting market sentiment. Despite a potential decline in financial reports for 2026, leading brands like Moutai and Wuliangye have safe margins in valuation and dividends, suggesting a potential dual upgrade in performance and valuation as negative factors gradually dissipate [1] Industry Overview - The overall sales performance before the Spring Festival is experiencing a double-digit decline, which aligns with expectations. Demand is steadily increasing as the festival approaches, and companies are no longer under pressure, leading to a gradual clearance of burdens. Industry confidence still requires further recovery [2] - The overall collection and delivery progress in the industry is slower than the same period last year, with manufacturers no longer enforcing strict sales targets. Channel pressures are being released, with Moutai and Wuliangye showing faster delivery progress compared to last year [2] - The concentration effect among leading brands is evident, with premium liquor brands increasing their market share by trading price for volume. Moutai, Wuliangye, and Fenjiu are outperforming the industry, while other brands are experiencing varying degrees of decline [2] Product Analysis - Moutai's sales volume and price have exceeded expectations, with traditional channels delivering monthly and minimal inventory. Sales are growing in double digits, and terminal stocking enthusiasm is rising, with an expected net increase of over 2,000 tons in January [3] - Wuliangye's sales performance varies by region, with expected sales remaining stable or slightly increasing in areas like Sichuan and Anhui. However, other brands like Laojiao and Jiangxiaobai are experiencing significant declines [3] Consumption Scenarios - Business banquet consumption remains suppressed, with mid-to-high-end dining performing poorly. However, there is some recovery in gift-giving, and mass consumption is supported. Moutai's channels are stimulating mass demand, with the proportion of mass consumption increasing to 20% [4] Future Outlook - There is potential for further sales growth during the Spring Festival, with Moutai's supply-demand imbalance expected to continue into Q1, supporting prices. The overall volume and price in the industry have not yet bottomed out, necessitating close observation of Wuliangye and Fenjiu's bottom-line performance and improvements in distributor confidence [5] Institutional Holdings - Institutional holdings in the liquor sector are at historical lows, with the proportion of actively managed funds in the liquor sector falling by 0.5 percentage points to 3.5% in Q4 2025. The overweight ratio for the liquor sector is only 1.0%, down from 1.2% in Q3 2025, approaching levels seen in Q3-Q4 2013 [6]

Investment Rating - The report maintains a strong buy recommendation for key companies in the industry, specifically Guizhou Moutai, Wuliangye, Shanxi Fenjiu, Luzhou Laojiao, and Gujing Gongjiu, while suggesting an increase in holdings for Yingjia Gongjiu [8][28]. Core Insights - The overall sales decline in the industry before the Spring Festival aligns with expectations, with Moutai showing leading performance. The industry is experiencing a double-digit sales decline, but demand is gradually recovering as the Spring Festival approaches. The pressure on channels is easing, and confidence in the industry is expected to improve [1][12]. - Moutai's sales volume and price have exceeded expectations, with a significant increase in demand from traditional channels. The report anticipates a net increase of over 2,000 tons in January [1][12]. - The report highlights a clear differentiation among brands, with Moutai, Wuliangye, and Fenjiu outperforming the industry, while other brands are experiencing varying degrees of decline. The next high-end price segment is under significant pressure [1][12]. Summary by Sections 1. Regional Sales Feedback - The report summarizes feedback from various regions, indicating that the overall sales decline is in line with expectations. Moutai's performance is notably strong, with double-digit growth in sales volume. Other brands, such as Wuliangye, show regional sales differentiation, particularly in areas like Sichuan, where sales have accelerated due to previous inventory control measures [1][12][15]. 2. Core Company Tracking - Guizhou Moutai's sales are expected to continue growing, with a current average delivery progress exceeding 30%. The report notes that Moutai's inventory is low, and the market remains in a supply-demand imbalance, supporting price stability [24][28]. - Wuliangye's sales are stable, with delivery progress around 35-40%. The report indicates that the brand's performance is slightly better than last year, particularly in regions like Sichuan and Anhui [24][28]. - Luzhou Laojiao is experiencing slower sales, with delivery progress below 20%. The brand's high-end products are facing a decline in demand, while lower-end products still show some demand [25][28]. - Shanxi Fenjiu's sales are performing better than the industry average, with a stable inventory situation and continued growth in certain products [25][28]. - Yingjia Gongjiu is expected to see a slight decline in sales, but certain products are performing relatively well [26][28]. 3. Industry Holdings Analysis - The report notes that institutional holdings in the liquor sector are at historical lows, with a significant decrease in the proportion of active fund holdings in the liquor sector. This trend indicates a potential for recovery as the market stabilizes [2][8].

Investment Rating - The report maintains a positive investment rating for the liquor industry, particularly recommending Moutai and other consumer goods as cyclical investments [15][17]. Core Insights - Moutai continues to show strong performance, with demand recovery following the alcohol ban and a significant increase in sales volume exceeding expectations. The price of Moutai has recently surged to 1700 RMB [2][15]. - The overall industry is experiencing a double-digit decline in sales, which aligns with expectations. However, Moutai's performance remains robust, indicating a strong market position [15]. - The report highlights the potential for recovery in the dining chain sector, particularly in the condiment and beer segments, driven by policy catalysts and positive holiday consumption data [15][17]. Summary by Sections Core Company Tracking - Moutai's sales performance is expected to be strong, with a significant portion of its annual quota being allocated in the first quarter. The demand for non-standard products remains high, while Wuliangye's sales show mixed results [3][11]. - The report notes that Wuliangye's distributors are less willing to make payments, with this year's signing plans being only half of last year's [3][12]. - Other brands like Jinshiyuan and Yanghe are experiencing sales declines, with Jinshiyuan performing better than Yanghe in certain markets [11][12]. Investment Recommendations - The report emphasizes the cyclical recovery of consumer goods, particularly in the dining chain sector, and suggests increasing recommendations for companies like Chongqing Beer and Qianhe Flavor Industry, which are expected to see improved performance [15][17]. - The report also highlights the importance of maintaining a significant position in Moutai and recommends other brands such as Shanxi Fenjiu and Wuliangye, which are expected to perform better than the industry average [17]. Industry Overview - The food and beverage industry is projected to face challenges, with overall sales expected to decline. However, Moutai's strong market presence and pricing power provide a buffer against these challenges [2][15]. - The report indicates that the industry is at a historical low in institutional holdings, suggesting potential for performance and valuation recovery as negative factors gradually dissipate [16][17].

Core Viewpoint - The overall performance of the liquor industry during the 2025 Mid-Autumn Festival and National Day is lackluster, with a year-on-year decline of approximately 20% despite a month-on-month improvement from July to August [1][4]. Group 1: Industry Performance - The liquor sales during the 2025 double festival are reported to be flat, with a significant demand gap remaining, particularly in the high-end and sub-high-end segments [1][4]. - The mid-to-low-end liquor sales are performing better than high-end and sub-high-end products, with banquet brands showing faster sales velocity [1][3]. - Major brands like Moutai and Wuliangye are gradually capturing market share from competitors due to price declines, while Fenjiu maintains upward momentum with stable pricing [1][3]. Group 2: Future Outlook - The recovery of government and business consumption demand is expected to take time, impacting high-end and sub-high-end liquor consumption in the short term [2][4]. - Attention should be focused on supply-side contraction signals from companies post-festival, which could catalyze the sector [2][4]. - Price indicators are anticipated to turn positive in 2026, potentially driving inflation and corporate profitability, leading to a sustained recovery in liquor demand [1][4]. Group 3: Investment Recommendations - The report suggests monitoring companies that are relatively healthy and have a positive market atmosphere, such as Shanxi Fenjiu, Guizhou Moutai, and Wuliangye [4]. - Companies that are innovating in channels and models, like Yingjia Gongjiu and Zhenjiu Lidu, are also highlighted as potential growth contributors [4].

Investment Rating - The report maintains a strong buy rating for key companies such as Guizhou Moutai, Wuliangye, and Shanxi Fenjiu, while recommending an increase in holdings for companies like Yingjia Grape Wine and Kuaijie Wine [8][33]. Core Insights - The demand gap remains significant, with a 20% year-on-year decline in sales during the Mid-Autumn Festival and National Day holidays, despite a month-on-month improvement [2][11]. - The report highlights a continued "Matthew Effect," where leading brands like Moutai and Wuliangye are gaining market share at the expense of lower-tier competitors [2][8]. - The recovery of high-end liquor sales is slow, with a notable increase in demand for mid-range and low-end products, particularly in banquet settings [3][12]. Summary by Sections 1. Sales Feedback for the Holiday Season - Sales performance during the Mid-Autumn Festival and National Day was generally flat, with a 20% decline compared to the previous year, although there was a month-on-month improvement [2][11]. - Mid-range and low-end liquor sales outperformed high-end products, with brands like Moutai and Wuliangye gradually capturing market share from competitors due to price declines [2][12]. 2. Company Tracking - Guizhou Moutai's sales are on track, with a completion rate of approximately 75% for the year, and inventory levels are stable at 0.5-1 month [26][31]. - Wuliangye's sales completion rate is around 70%, with inventory levels between 1-2 months, and recent promotional efforts have improved dealer confidence [26][31]. - Shanxi Fenjiu maintains a completion rate of 75%-80%, with stable inventory levels and a strong market presence for its products [27][31]. 3. Investment Recommendations - The report suggests focusing on companies that are showing resilience and potential for recovery, particularly those that have adjusted their strategies ahead of the market, such as Shanxi Fenjiu and Guizhou Moutai [32][33]. - The anticipated recovery in demand for white liquor is expected to be supported by a positive price index in 2026, which may lead to inflation and increased profitability for companies in the sector [4][32].