金吾财讯 | 摩根士丹利研报显示，香港10月零售销售额表现亮眼，同比增长6.9%至352亿港元，超出该行及市场预期。增长主要由耐用品消费、线上销售渠道扩张及访港旅客回升共同驱动。其中，线上销售成为突出亮点，当月销售额达52亿港元，同比大幅增长27%，环比亦增长32%，占总销售额比例攀升至14.6%，创历史新高，反映出消费习惯向数字化迁移的加速趋势。大摩指出，上述数据对九龙仓置业(01997)、希慎兴业(00014)构成直接利好，两家公司股价过去三个月已分别录得10%、21%的涨幅。细分领域中，奢侈品销售与电器产品10月表现尤为强劲，成为拉动整体零售增长的重要引擎。研报进一步分析，零售类股份如领展(00823)、希慎兴业及九龙仓置业具备高息率优势，若后续零售销售持续改善，股价或迎来进一步上行空间。针对即将于明年初公布的11月数据，大摩预计零售销售额将同比增长5%，主要得益于消费者信心回暖及购物节促销活动对需求的提振。
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