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China's Q1 Total Retail Sales of Consumer Goods Grow 1.7% YoY, Missing Expectations; Big-Ticket Consumption Remains Sluggish

2026-04-16

Core Overview: China's YoY growth rate of total retail sales of consumer goods reached 1.7% in Q1 2026, a slight recovery compared to the previous observation (0.9% in Q4 2025), but missed the market expectation of 2.3%. After experiencing a short-lived consumption boom during the Lunar New Year at the beginning of the year, overall consumption momentum has returned to a relatively cautious pace. This data highlights that despite the government's continued push for economic support measures, overall terminal demand remains weak.

Key Details: A deep dive into the data reveals a stark contrast in performance across sectors. Retail sales excluding automobiles grew by 3.2% YoY, within which communication equipment surged by 27.3%, and cultural and office supplies, as well as gold, silver, and jewelry, recorded double-digit growth of 15.0% and 11.7% respectively. Catering revenue also maintained a positive recovery. However, the performance of durable goods is worrying, with auto sales plunging 11.8%, and home appliances and furniture showing significant declines of 5.0% and 8.7% respectively.

In-depth Attribution: Regarding this trend, investment banks and analytical institutions generally believe the core issue lies in the fact that the real estate market has not yet bottomed out. Market institutions point out that the property market downturn and a wait-and-see attitude towards employment have led people to hold back on spending on big-ticket items like automobiles and furniture. Furthermore, the phase-out of earlier purchase tax exemptions, coupled with a policy vacuum period for "trade-in" subsidies in some regions during the transition of funds, has directly caused a gap in the buying momentum for big-ticket consumption.

Outlook and Risks: Looking ahead to the short term (1-2 months), in the absence of catalysts from major festivals, China's domestic demand consumption is expected to maintain a K-shaped divergence of "strong non-essentials, weak durable goods," with the drag effect from the property market remaining the biggest downside risk. In the medium term (3-6 months), authorities are accelerating the allocation of funds from ultra-long special treasury bonds to extend the "trade-in" subsidies for consumer goods. If subsequently accompanied by potential RRR cuts or interest rate cuts by the PBOC, demand for durable goods is expected to bottom out and recover, injecting new momentum into retail sales in the second half of the year.

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