2025年3月社零数据跟踪报告：3月社零总额同比+5.9%，增速环比回升

Investment Rating - The industry is rated as "outperforming the market," indicating an expected relative increase of over 10% compared to the broader market index in the next six months [44]. Core Insights - In March 2025, the total retail sales of consumer goods reached 40,940 billion yuan, with a year-on-year growth of 5.9%, marking a 1.9 percentage point increase from the growth rate in January-February 2025 [11][12]. - The growth in retail sales is attributed to the recovery in both goods retail and catering income, with goods retail growing by 5.9% and catering income by 5.6% compared to the previous months [12][14]. - The online retail sales for the first three months of 2025 totaled 36,242 billion yuan, reflecting a year-on-year increase of 7.9%, which is a significant recovery from a decline of 4.5% in the same period of 2024 [35][37]. Summary by Sections Overall Performance - The total retail sales in March 2025 showed a year-on-year increase of 5.9%, with a notable recovery from the previous months [11][12]. - The Consumer Price Index (CPI) recorded a year-on-year decrease of 0.1%, improving from a decline of 0.7% in February [11][15]. Segment Analysis - Most consumer goods experienced a rebound in growth, particularly in categories such as home appliances, audio-visual equipment, cultural office supplies, furniture, communication equipment, and sports entertainment products [2][20]. - Essential categories like grain and oil food saw a significant increase of 13.8%, while daily necessities grew by 8.8% [16][17]. - Among optional categories, home appliances surged by 35.1%, furniture by 29.5%, and communication equipment by 28.6%, indicating strong consumer demand [20][23]. Online Retail Performance - The online retail sales for the first quarter of 2025 reached 36,242 billion yuan, with a year-on-year growth of 7.9%, accounting for 29.07% of total retail sales [35][37]. - The physical goods online retail sales amounted to 29,948 billion yuan, growing by 5.7%, with food items seeing a notable increase of 14.0% [35][41]. Investment Recommendations - The report suggests focusing on sectors such as food and beverage, particularly the white liquor industry, which is expected to recover due to economic stimulus policies and pent-up demand from events like weddings [39][42]. - The consumer services sector is highlighted as a key area for growth, with tourism and education benefiting from policy support [39][42]. - In the retail sector, gold and jewelry are recommended due to their appeal as safe-haven assets amid global trade uncertainties [39][42].