J P M O R G A N Asia Pacific Equity Research 14 November 2025 This material is neither intended to be distributed to Mainland China investors nor to provide securities investment consultancy services within the territory of Mainland China. This material or any portion hereof may not be reprinted, sold or redistributed without the written consent of J.P. Morgan. China Bubble & Brew Sector The Taste of Growth: Initiate coverage of seven leading players; top picks Luckin Coffee and Guming We initiate coverage ...

Investment Rating - The report indicates a positive outlook for the retail and consumer sector, suggesting that consumption has bottomed out and is expected to continue growing, particularly during holiday periods [1][10]. Core Insights - Retail sales growth during the Labor Day holiday was better than expected, with key retail and restaurant enterprises reporting a year-over-year growth of 6.3%, up from 4.1% during the Chinese New Year holiday [1][10]. - Tourism sales also showed strong performance, with an 8% year-over-year increase, reaching 136% of pre-COVID levels, supported by a 6.4% increase in tourism traffic [1][10]. - Spending patterns indicate a rational approach from consumers, with per capita tourism spending growing by only 1.5% year-over-year, still below pre-COVID levels [3][10]. Summary by Category Retail and Catering - Home appliances, auto, and telecom equipment saw significant sales growth, with key enterprises reporting increases of 15.5%, 13.7%, and 10.5% respectively [2][23]. - Catering services also performed well, with an 8.7% increase in sales, particularly benefiting from strong traffic and consumer willingness to pay for experiences [2][22]. Tourism - Domestic tourism sales grew by 8% year-over-year, with total tourism sales recovering to 123% of pre-COVID levels, driven by increased traffic [10][11]. - Outbound travel showed solid momentum, with a 21% year-over-year increase, particularly to Hong Kong and Macau [11][10]. Regional Performance - Consumer spending growth was balanced across different tiers of cities, with key tourism cities and lower-tier cities benefiting from increased traffic [9][26]. - Major cities like Shanghai and Beijing outpaced the national average in consumption growth, aided by domestic tourism and visa-free policies [28][26]. Specific Categories - Jewelry sales improved due to better sentiment around gold prices, with notable growth from brands like Chow Tai Fook [24][19]. - The box office experienced a significant decline of 51% year-over-year, attributed to a lack of blockbuster films [25][10].