证 券 研 究 报 告 泡泡玛特"星星人"新款热销，关注潮 玩消费与 AI+消费 ——新消费行业周报（20260126-0201） 行业数据： 社会消费品零售总额首破 50 万亿元，规模居全球零售市场前列。结 构持续优化，新的消费热点不断涌现，26 年服务消费与乡村市场有望 是核心引擎。国家统计局公布数据，2025 年社会消费品零售总额 50.12 万亿元，比上年增长 3.7%（比 2024 年加快 0.2 个百分点）。其 中，除汽车以外的消费品零售额 45.14 万亿元，增长 4.4%。全国网上 零售额 15.97 万亿元，比上年增长 8.6%；服务零售额比上年增长 5.5%；最终消费支出对经济增长的贡献率为 52.0%（比上年的贡献率 提高了 5 个百分点）。12 月份，社会消费品零售总额 4.51 万亿元，同 比增长 0.9%。其中，除汽车以外的消费品零售额 3.97 万亿元，增长 1.7%。 ——2026 年 01 月 08 日 服务消费活力释放。从居民消费看，2025 年服务性消费支出占居民人 均消费支出的比重是 46.1%。各地也在持续创新消费场景，优化消费 环境，文化、旅游、娱乐、赛事等细分领域 ...

Investment Rating - The industry investment rating is "Hold" [9] Core Insights - The total retail sales of social consumer goods in 2025 surpassed 50 trillion yuan, with a growth rate of 3.7% compared to the previous year. Online retail sales reached 15.97 trillion yuan, growing by 8.6%, while service retail sales increased by 5.5%. The contribution rate of final consumption expenditure to economic growth was 52.0%, an increase of 5 percentage points from the previous year [3][9] - The 2026 CES showcased a strong embrace of AI technology, focusing on practical applications. Major chip companies like NVIDIA, AMD, and Intel are shifting their attention to physical AI and edge AI, indicating a significant trend in AI hardware development [12][9] - The popularity of collectible toys is rising, with products from Pop Mart, such as the PUCKY series, gaining significant attention and selling out quickly. This trend suggests a potential new focus in the collectible toy market [14][15] Summary by Sections Macro Consumption - In 2025, the retail sales of social consumer goods reached 50.12 trillion yuan, with online retail and service retail sales growing by 8.6% and 5.5%, respectively. The contribution of final consumption to economic growth was 52.0% [3][9] - Service consumption is becoming more vibrant, with a projected 46.1% of per capita consumption expenditure dedicated to service-related spending in 2025. Various sectors like tourism, entertainment, and sports are expected to see double-digit growth [3][11] AI + Consumption - The CES 2026 highlighted the integration of AI in consumer products, with a focus on AI hardware that is becoming more mature and applicable. The emergence of AI glasses and other smart devices indicates a shift towards consumer-grade AI products [12][9] - Companies such as Luxshare Precision, GoerTek, and KANAT Optical are recommended for investment in the AI hardware sector [16] Collectible Toys - Pop Mart's new product lines, including the "Starry Person" series, have quickly sold out, indicating a strong market interest. The resale prices of these products have seen significant increases, suggesting a robust demand in the collectible toy market [15][16]