策略研究 | 证券研究报告 — 总量深度 2025 年 12 月 16 日 策略深度报告 风格与趋势共振：新消费投资图景 消费具备轮动补涨配置机会，新消费兼具产业趋势与中期景气双重共振。 中银国际证券股份有限公司 具备证券投资咨询业务资格 策略研究 证券分析师: 王君 (8610)66229061 jun.wang@bocichina.com 证券投资咨询业务证书编号：S1300519060003 证券分析师：高天然 (8610)66229064 tianran.gao@bocichina.com 证券投资咨询业务证书编号：S1300522100001 2025 年 Q2 新消费行情演绎的三重逻辑：1）基本面层面：中美贸易摩 擦下，提振内需政策预期强化；2）资金面层面：全球资金再配置，港 股估值修复，A 股和港股消费共振；3）风格轮动：科技与消费呈现"跷 跷板"效应。从宏观背景与风格轮动逻辑来看，当前市场环境与 2025 年 Q2 有一定相似之处，消费风格具备轮动补涨配置机会：1）基本面层 面：CPI 回暖趋势初现，必选消费市场表现与 CPI 同比有较高相关度， 盈利-估值对比，消费风格具有明确优势；2）资金 ...

Group 1: Global Asset Allocation Strategy - The global asset allocation environment is expected to transition from preemptive interest rate cuts by the Federal Reserve to a re-inflation cycle driven by both fiscal and monetary policy easing [2][8] - The focus for 2026 will be on the liquidity turning point's impact on asset rotation, with a gradual shift from liquidity-driven to fundamental trend-driven asset logic in domestic markets [8][11] - The report emphasizes the importance of monitoring inflation trends as a tactical timing cue for investment strategies, suggesting a balanced allocation between equities and bonds in the first quarter of 2026 [8][11] Group 2: Industry Investment Strategies - The defense and military industry is entering a new cycle driven by both domestic demand growth and external potential release, with a focus on modernization and technological advancements [2][15] - The young manufacturing industry is highlighted for its global supply chain opportunities, emphasizing the irreversible trend of globalization and the competitive landscape for Chinese enterprises [3][14] - The report identifies key sectors for investment, including defense, aerospace, and advanced manufacturing, driven by government policies and market demand [15][16] Group 3: Economic and Market Outlook - Economic demand is expected to stabilize and recover in 2026, with PPI bottoming out and turning positive, leading to a rotation in industry styles from technology growth to cyclical assets [10][11] - The report predicts that the overall market will see a recovery in corporate earnings, particularly in sectors benefiting from the recovery of industrial product inflation [11][12] - The analysis indicates that the current valuation of cyclical consumer assets remains below historical averages, suggesting potential for future appreciation [12][13]

Core Insights - The rise of adult interest in toys, particularly "trendy toys" with cultural significance and emotional value, is reshaping the toy market [1][4] - The IP (Intellectual Property) trend in trendy toys is becoming a focal point, enhancing the commercial value and cultural symbolism of these products [1][4] Group 1: Definition and Characteristics - "IP trendy toys" are defined as trendy toys with high recognition and independent intellectual property attributes, primarily targeting adults rather than children [5] - Unlike traditional toys, trendy toys emphasize aesthetic and artistic value over playability or educational aspects, often possessing collectible and trendy attributes [5] Group 2: Development History - The trendy toy industry began in the late 1990s, evolving through over two decades to reach a mature development phase [7] - Initially driven by independent designers in Hong Kong, the industry became closely linked to street culture, with a significant rise in local designers in China during the early 2000s [7] - The introduction of the blind box concept from Japan and the explosive growth of brands like Pop Mart since 2016 have marked a period of diversification and prosperity in the IP trendy toy market [7] Group 3: Economic Value and Consumer Insights - The report aims to analyze the economic value and development potential of IP trendy toys, focusing on industry leaders' business models and consumer preferences [4] - Understanding consumer psychological needs and payment motivations is crucial for revealing the key role of IP in trendy toy licensing and innovation [4] Group 4: Future Trends - The concept of "companion economy" is central to redefining the trendy toy 3.0 era, creating a product system that integrates physical, virtual, and data elements [9] - The dynamic life form concept aims to upgrade traditional IP into interactive and nurturing digital companions, catering to the emotional and social needs of Generation Z [9]

Core Viewpoint - The "15th Five-Year Plan" outlines a strategic direction for China's economic and social development, emphasizing long-term stability and growth in the capital market, with a focus on digital technology, space economy, high-end manufacturing, domestic consumption, and biotechnology [1][25]. Macro Environment - The "15th Five-Year Plan" is positioned as a crucial phase in achieving socialist modernization by 2035, with a target of doubling GDP per capita compared to 2020 levels, necessitating an average annual GDP growth rate of approximately 4.4% from 2026 to 2035 [2][3]. Key Changes in Development Environment - Significant changes from the "14th Five-Year Plan" include advancements in technological innovation, adjustments in financial cycles, and increased geopolitical tensions, leading to a greater emphasis on domestic demand and a more confident approach to opening up [3][4]. Industrial and Technological Focus - The plan prioritizes the construction of a modern industrial system, enhancing efficiency and security in supply chains, and emphasizes the importance of traditional industries while fostering emerging sectors such as renewable energy and quantum technology [4][5][20]. Consumer and Demand-Side Policies - The plan aims to boost consumer spending through supply-side and demand-side measures, including improving the quality of consumer goods and services, enhancing employment and income distribution, and removing unreasonable consumption restrictions [7][9][10]. Open Economy Strategy - The "15th Five-Year Plan" emphasizes proactive and autonomous opening up, with a focus on expanding market access, promoting balanced trade development, and enhancing financial openness to improve China's position in the global financial system [11][12][13]. Green Transition and Carbon Goals - The plan identifies the "15th Five-Year Plan" period as critical for achieving carbon peak goals, with a focus on controlling coal and oil consumption, implementing dual control of carbon emissions, and promoting green consumption [15][16][20]. Fiscal and Tax Reforms - Fiscal reforms during the "15th Five-Year Plan" will focus on enhancing sustainability and the effectiveness of active fiscal policies, with an emphasis on improving the tax system and increasing public service spending to support consumption [17][18][22]. Capital Market Outlook - The capital market is expected to exhibit a "long-term" and "steady" trend during the "15th Five-Year Plan," supported by government emphasis on market development and favorable economic conditions [25][26]. Investment Opportunities - Key sectors for investment during the "15th Five-Year Plan" include digital technology, space economy, high-end manufacturing, domestic consumption, and biotechnology, with specific focus areas such as AI, 6G, and innovative healthcare solutions [26].

Core Viewpoint - The company is currently focusing on the development of IP trendy toys, aiming to enhance product offerings and increase market share to provide stable value returns to investors [1] Group 1 - The company's core strategy is centered around the IP trendy toy business [1] - The company is concentrating its efforts on creating blockbuster products and improving market share [1] - The company does not consider venture capital-related fields as its core business direction at this stage [1] Group 2 - The company commits to timely information disclosure in accordance with legal regulations if there are significant developments in new business areas in the future [1]

Group 1: Economic Outlook and Policy - The 22nd UBS Securities China A-Share Seminar focused on the theme of "Winning in Change" and discussed the transformation and development trends of the Chinese economy, highlighting the long-term investment potential of the Chinese stock market [1] - Experts noted that China's fiscal policy is currently quite proactive, with a high broad deficit ratio, indicating limited room for significant further expansion. Monetary policy measures have been introduced, but the effectiveness will require time to observe [1] - The "14th Five-Year Plan" is seen as the beginning of a new economic development cycle, emphasizing the cultivation of "new quality productivity" centered on technological innovation and emerging industries [1] Group 2: Stock Market Trends - The Chinese stock market has shown strong performance, with increasing confidence from investors, particularly overseas, in diversifying their asset allocations towards non-USD assets [2] - Both A-shares and Hong Kong stocks are entering a profit recovery cycle, with expectations that growth styles will lead, while value styles will rotate in phases [2] - Institutional positions in the A-share market remain low, indicating significant potential for incremental capital inflow as mainstream institutional funds enter the market [2] Group 3: ETF Market Growth - China's ETF market has seen continuous growth, surpassing 5 trillion yuan in size as of August 25, driven by policy support, improved market sentiment, product innovation, and rising investment demand [3] - By 2035, the ETF market in China is projected to reach 50 trillion yuan, potentially becoming the second-largest market globally [3] - A significant portion of Chinese entrepreneurs are beginning to utilize AI technology, indicating substantial market opportunities within the AI industry [3] Group 4: Consumer Trends and Opportunities - The Z generation has emerged as the new consumer force, with preferences for personalized and interactive services, prompting brands to innovate in product offerings [6] - Despite low economic sentiment, there are structural opportunities driven by emotional consumption and supply innovation, particularly in sectors like IP toys and beauty products [6] - The retail sales of consumer goods in China grew by 4.8% year-on-year from January to July, with certain segments like IP toys expected to reach a market size of 200 billion yuan by 2025 [5][6]

Core Viewpoint - The conference highlighted the resilience and potential of the Chinese consumer market amidst global economic adjustments and uncertainties, emphasizing the importance of domestic demand as a key growth engine for the economy [4]. Group 1: Conference Overview - The 15th Consumer Goods Annual Conference hosted by Guotai Junan took place in Shanghai, focusing on the theme of "New Consumption Era" and gathering industry experts, executives from listed companies, and investment institutions to discuss various topics related to consumer behavior and investment opportunities [2]. - Nearly 20 prominent guests from the consumer industry and around 100 listed companies participated, showcasing a rich exchange of investment research ideas [2]. Group 2: Key Insights from Presentations - The consumer landscape is undergoing significant changes driven by the younger generation, with evolving consumption behaviors leaning towards personalization, refinement, and emotional engagement, creating numerous niche opportunities [4]. - The traditional consumption sector is expected to reach a turning point by the end of the year, with stable categories like beverages, beer, and condiments presenting long-term investment opportunities [7]. - Emotional and experiential consumption is accelerating, with industries focusing on emotional value and experience addressing consumer pain points, leading to rapid realization of commercial value [9]. - The home appliance sector is witnessing a shift towards high-value product designs that cater to emotional recognition and lifestyle needs, alongside advancements in AI and robotics transforming product forms [12]. - The furniture sector is experiencing marginal improvements in revenue growth due to supportive policies and a strengthening housing market, while export performance is beginning to show signs of differentiation [13]. Group 3: Future Outlook - Guotai Junan Securities aims to leverage its professional advantages and platform resources to enhance market influence and pricing capabilities, aspiring to build a globally impactful investment research platform [4]. - The conference serves as a significant platform for understanding industry trends and capturing investment opportunities, having gained widespread attention and recognition in the capital market over the past fourteen years [22].

Investment Rating - The report maintains a positive outlook on the light industry and paper-making sector for the mid-2025 earnings forecast, indicating a favorable investment rating for these industries [1]. Core Insights - The report highlights a divergence in performance within the export sector for Q2 2025, with companies that have a global supply chain showing resilience against external tariff disruptions. Notable performers include Jiangxin Home, Jiayi Co., and Tianzhen Co. [4][5]. - The two-wheeler segment is expected to benefit from government subsidies and new standards, with companies like Yadi Holdings and Aima Technology showing strong growth potential [4]. - The light consumer goods sector is characterized by a robust domestic demand, particularly in personal care products, with companies like Baiya Co. and Dengkang Oral Care expected to perform well [4]. - The packaging industry is undergoing consolidation, with leading companies experiencing a slowdown in capital expenditure, indicating a shift towards a harvest phase [4]. - The home furnishing sector is facing short-term order impacts due to the pause in government subsidies, but long-term growth is anticipated through market integration and new product categories [4]. - The paper-making sector is expected to see stable profitability due to low raw material costs and improved supply-demand dynamics [4]. Summary by Sections Export Sector - Q2 2025 shows performance divergence due to increased external disruptions, with companies like Jiangxin Home expected to see a 40%+ growth in net profit [5][6]. - Jiayi Co. anticipates a 30%+ revenue increase, while Tianzhen Co. is expected to recover orders significantly [4][5]. Two-Wheeler Sector - Companies like Aima Technology and Ninebot are projected to grow by 20% and 50% respectively in Q2 2025, driven by new product launches and market demand [8][9]. Light Consumer Goods - The sector is expected to show resilience, with companies like Chaohongji and Baiya Co. projected to grow by 20% and 2% respectively in revenue [10][11]. Packaging Industry - The report notes a continued consolidation trend, with companies like Yutong Technology and Baosteel Packaging expected to maintain stable revenue growth [12][14]. Home Furnishing Sector - The sector is facing challenges due to subsidy pauses, but companies like Mousse and Zhizhong Home are expected to adapt and show growth in the long term [13][15]. Paper-Making Sector - The report indicates stable profitability for the paper-making sector, with companies like Sun Paper and Huawang Technology expected to benefit from improved market conditions [17].

Core Insights - The report highlights investment opportunities in the media sector for the second half of 2025, focusing on AI applications, IP commercialization, cultural exports, and dividend-yielding assets [5][6]. AI Applications - The report emphasizes the continuous iteration of AI technology, particularly in education, film, and gaming, predicting strong commercial prospects in these areas due to enhanced input-output capabilities of large models [8]. - Companies leading in AI applications include DouShen Education, Rongxin Culture, and others, which are expected to benefit from the growing demand for AI-enhanced educational tools and content creation [5][6]. IP Commercialization - The IP industry is identified as a high-growth sector with significant potential for commercialization, particularly in empowering both the digital and real economies [9][10]. - The report notes that the retail sales of licensed products in China are projected to reach 1550.9 billion yuan by 2024, indicating a strong market for IP-related products [15][46]. Cultural Exports - The report points out that China's overseas market infrastructure is well-established, with platforms like TikTok and AliExpress facilitating cultural exports, particularly in short films and IP-based products [19][16]. - The growth of cultural exports is supported by the increasing number of overseas stores and the efficiency of logistics services, which are expected to enhance the pace of cultural content going abroad [19][16]. Dividend-Yielding Assets - In a low-interest-rate environment, the report suggests that assets with strong cash flow and high dividend yields, such as publishing and media companies, are becoming increasingly attractive for investors [20][21]. - Companies like Xinhua Wenhui and others are highlighted as having significant dividend advantages, making them appealing investment opportunities [6][20]. Gaming Industry - The gaming sector is projected to grow significantly, with a total market size of 141.1 billion yuan in early 2025, driven by mobile gaming [70][71]. - Government policies are increasingly supportive of the gaming industry, with initiatives aimed at promoting innovation and easing regulatory processes [71][72]. Short Video Market - The short video market is expected to reach a scale of 504.4 billion yuan by 2024, with a significant user base projected to exceed 6.62 billion [86][87]. - The report indicates that the growth of short video applications is being driven by both domestic and international demand, with notable increases in user engagement and revenue [89][90].

Group 1 - The A-share semi-annual report season has officially begun, with multiple brokerages predicting that this year's performance will primarily present structural opportunities across both financial and non-financial sectors [1] - The brokerage sector's stock prices have shown a lackluster performance in the first half of the year, with the Shenwan Securities Industry Index declining approximately 3%, while most brokerages remained stagnant [3] - Market trading data indicates that the average daily trading volume in the Shanghai and Shenzhen markets reached 13,610 billion yuan, a year-on-year increase of about 60%, and the margin financing balance reached 18,505 billion yuan, up 25% year-on-year [3] Group 2 - The consumer sector has shown significant internal differentiation, with the liquor and seasoning-related sectors experiencing sluggish performance, while new consumption industries such as IP toys and traditional gold ornaments have seen substantial growth [3] - Institutions believe that the focus for investment in the consumer industry should be on companies that continuously launch new products and expand into new channels, with the pet industry showing rapid growth and domestic brands rising [4] - The technology sector is benefiting from AI-driven innovation, with the TMT manufacturing industry's industrial added value growth exceeding 10%, and significant growth in integrated circuit exports [4]