China's mid-year 618 festival growth slows, autos and appliances down 16%

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China's mid-year 618 festival grew 4%. Last year it was 15.2%. And strip out instant delivery, the core e-commerce platforms were basically flat, up under 1%. Then May retail sales fell 0.6% year-on-year, the first monthly contraction since December 2022. But this fall wasn't broad. It was big-ticket: autos down 16%, appliances down 16%, jewellery and furniture down high single digits. Alcohol, clothing and cosmetics actually rose. This isn't a consumer that has stopped trading up. Your FTSE 100 tracker isn't the boring domestic exposure you think it is. Part of it is a geared bet on exactly this, the Asian, and specifically Chinese, premium consumer. Diageo is the clearest case. Greater China fell double digits last half, with Chinese white spirits volumes down more than 50%. In my view people misread why: a lot of it is Beijing's clampdown on premium baijiu at official occasions, not just a soft shopper. Strip white spirits out and the group would have grown. But the read-across is real, and a share price down roughly a quarter over the year already tells you the market sees it. Luxury says the same thing, with one instructive exception. Burberry has doubled and climbed back into the FTSE 100, but that's a stock-specific turnaround under a new CEO, delivered despite tepid Chinese demand, not because China came back. The exception that tests the rule. And your global fund probably looks fine, dragged up the hill by Nvidia and the AI complex. In my view the consumer allocation underneath is doing far less than the headline return suggests. You just can't see it. The point isn't "sell." It's that "defensive" is doing a lot of work in how these names get described. A fair slice of it is Asian-consumer exposure in a Savile Row suit. Q2 and Q3 earnings will tell us how much. Watch the China commentary in the staples and luxury updates over the next two months. #ChinaEconomy #ChineseConsumer #FTSE100 #ConsumerStaples #Investing #Markets --- This post is for informational and educational purposes only and does not constitute financial advice. Past performance is not a guide to future returns. Always seek independent advice before making financial decisions.

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