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Chinese consumer companies signal spending is picking up again

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Shoppers line up to shop at a Laopu Gold outlet in Deji Plaza in Nanjing, China, on Feb. 21, 2025.

Fang Dongxu | Feature China | Future Publishing | Getty Images

BEIJING — Chinese companies’ latest earnings reports point to an improvement in consumer spending, though it’s not necessarily back to pre-pandemic levels.

E-commerce giants Alibaba and JD.com both said in the last several weeks that their China retail business saw faster year-on-year revenue growth in the last three months of 2024 than in 2023.

“We think consumption growth is in a period of healthy recovery, but not [yet reaching] the high previously,” Charlie Chen, managing director and head of Asia research at China Renaissance Securities, said Wednesday in Mandarin, translated by CNBC.

For consumer spending to return to pre-pandemic growth, Chinese companies’ revenue growth likely needs to recover by double digits and consumer confidence needs to improve, Chen said. He noted that the recent real estate slump has weighed on consumers’ sense of affluence.

Chinese policymakers have emphasized that boosting consumption is their priority this year. So far, authorities have expanded a trade-in subsidy program to include smartphones, on top of home appliances and electric cars. In September, Beijing also signaled a shift in real estate policy by calling for a halt in the market decline.

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JD.com has benefitted directly from the trade-in program, and reported 15.8% year-on-year growth in sales for electronics and home appliances in the fourth quarter of 2024. However, full-year segment revenue of 4.9% was only the fastest growth since 2021, when sales surged by nearly 23%.

The government has introduced consumption-stimulating policies since the second half of last year, and they have “driven a steady recovery in consumer confidence,” Sandy Xu, chief executive officer and executive director of JD.com, said in an earnings call this month, according to a FactSet transcript.

“In short-term we believe there are still challenges on the macro side, but in the long term, we remain very optimistic about consumer sentiment,” she said.

Niche markets stand out

Tencent, which operates mobile payments and social media app WeChat, reported a 3% growth in fintech and businesses services to 56.1 billion yuan ($7.7 billion) in the fourth quarter of 2024, noting that “commercial payment services revenue was broadly stable year-on-year.” That compares with 39% segment growth in the fourth quarter of 2019, which Tencent had attributed to “greater revenue contributions from commercial payment.”

Certain companies have found niche areas where Chinese consumers are spending, however.

In late February, Beijing-based Laopu Gold, which makes and sells gold jewelry with Chinese designs, forecast that its net profit last year surged by at least 236% in 2024 to 1.4 billion yuan. The company is set to release full results for 2024 on Tuesday.

Toy company Pop Mart also propelled ahead, reporting on Wednesday that revenue in mainland China more than doubled last year to 2.64 billion yuan.

Niu Technologies reported that e-scooter sales in China surged by more than 80% year on year in the fourth quarter of 2024 to 646.2 million yuan. Full-year segment sales rose by 27.5%. The company attributed growth to its focus on premium models and store expansion.

In contrast, Niu had said the relatively slow recovery in China’s economic growth in 2023 had resulted in a decline in sales that year.

China’s official economic data for the start of the year showed modest improvement in growth.

Retail sales growth of 4% year over year in January and February was the highest increase in the past 12 months on a seasonally adjusted basis, Chen said. Since that rise was on a high base of 5.5% growth in the first two months of 2024, he expects retail sales growth this year will be higher than 4%.

Retail sales rose by a muted 3.5% in 2024. For 2015 to 2019, retail sales had grown by an average of 9.7% each year.

Chen said he expects government policy to support more consumer discretionary or services spending since the potential for recovery is greater there than in daily necessities.

Chinese travel booking site Trip.com said in late February its net revenue for 2024 rose by 20% to 53.3 billion yuan. That was faster than a 15% increase in 2019 to 35.7 billion yuan in net revenue.

While the company did not detail its views on the domestic market, it emphasized that international travel had recovered to more than 120% of 2019 levels. CEO Jane Sun also highlighted in an earnings call that the “silver generation,” or travelers over the age of 50, is a target demographic as the market segment will likely exceed 1 trillion yuan in value in coming years.

Intense competition

China, the world’s second-largest consumer market, remains intensely competitive especially as consumer demand has been soft. Electric car companies have slashed prices, while retailers have struggled to compete with heavy online discounts.

Home accessories retail chain Miniso reported its mainland China revenue grew by 10.9% last year to 1.28 billion yuan, although growth moderated slightly in the December quarter at 6.5%. The company does not plan to accelerate its pace of store openings, and said online sales in China are increasingly driving growth.

Major beverage chains in China from milk tea to coffee also saw lower same-store sales in the latter part of 2024.

Overall industry slowdown and competitors launching low-priced products contributed to a 0.7% drop in same-store sales in the first nine months of 2024, bubble tea chain Guming said in its Hong Kong initial public offering prospectus released Feb. 4.

In the fourth quarter of 2024, average monthly sales per Chagee milk tea store in China fell by 20.6% from a year ago, after modest growth in the prior quarter, according to CNBC calculations of figures disclosed this week in a prospectus for a U.S. IPO. Overseas sales surged by 29.2% year on year in the fourth quarter.

Chinese bubble tea chain Mixue said average sales per store fell to 1.08 million yuan in the first three months of 2024, down from 1.13 million yuan a year earlier, according to the latest figures available.

Even upstart Chinese coffee chain Luckin saw a decline of 3.4% in same-store sales for self-operated stores in the quarter ended Dec. 31 from the year-ago period. Starbucks marked a 6% decline in comparable store sales during that time.

— CNBC’s Ying Shan Lee contributed to this report.

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Goolsbee says Fed now has to wait longer before moving rates because of trade policy uncertainty

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Chicago Fed President Goolsbee: Bar is higher for Fed action as we await clarity on trade policy

Chicago Federal Reserve President Austan Goolsbee said Friday that President Donald Trump’s latest tariff threats have complicated policy and likely put off changes to interest rates.

In a CNBC interview, the central bank official indicated that while he still sees the direction of rates being lower, the Fed likely will be on hold as it evaluates the ever-changing trade policy and how it impacts inflation and employment.

“Everything’s always on the table. But I feel like the bar for me is a little higher for action in any direction while we’re waiting to get some clarity,” Goolsbee said on “Squawk Box” when asked about Trump’s new actions Friday morning. “Over the longer run, if they’re putting in place tariffs that have a stagflationary impact … then that’s the central bank’s worst situation.”

“So I think we’ll have to see how big the impacts on prices are,” he added. “I know people hate inflation.”

Goolsbee spoke as Trump jolted markets again with a call for 50% tariffs on products from the European Union starting June 1 while indicating Apple will have to pay a 25% tariff on iPhones not made in the U.S. Apple mostly makes its coveted smartphones in China, though there is some production in India as well.

While the impact of a costlier iPhone likely wouldn’t mean much from a larger economic perspective, the saber-ratting underscores the volatility of trade policy and provides another flash point for a market already unnerved by worries about fiscal policy that have sent bond yields sharply higher.

Central bankers are generally careful not to wade into issues of fiscal and trade policy, but are left to analyze their repercussions.

Goolsbee said he is still optimistic that the longer-run trajectory is towards solid economic growth before Trump’s April 2 tariff announcement that rattled markets.

“I’m still underneath hopeful that we can get back to that environment, and 10 to 16 months from now, rates could be a fair bit below where they are today,” he said.

Goolsbee is a voting member this year on the rate-setting Federal Open Market Committee, which next meets June 17-18. At the meeting, officials will get a chance to update their economic and interest rate projections. The last update, in March, saw the committee indicating two rate cuts this year.

Markets expect the Fed will cut twice this year, with the next move not happening until September. Goolsbee did not commit to a course of action from here amid the uncertainty.

“I don’t like even mildly tying our hands at the next meeting, much less over six, eight, 10 meetings from now,” he said. “That said, as we went into April 2, I believe that we’re at pretty stable full employment, that inflation was on a path back to 2% and if we could do those I thought that over the next 12 to 18 months, rates could come down a fair amount.”

The Fed’s benchmark overnight borrowing rate is targeted between 4.25%-4.5%, where it has been since December. The actual rate most recently traded at 4.33%.

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Personal finance app Monarch raises $75 million

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Monarch co-founders (left to right) Ozzie Osman, Jon Sutherland, Val Agostino.

Courtesy: Monarch

The personal finance startup Monarch has raised $75 million to accelerate subscriber growth that took off last year when budgeting tool Mint was shut down, CNBC has learned.

The fundraising is among the largest for an American consumer fintech startup this year and values the San Francisco-based company at $850 million, according to co-founder Val Agostino. The Series B round was led by Forerunner Ventures and FPV Ventures.

Monarch aims to provide an all-in-one mobile app for tracking spending, investments and money goals. The field was once dominated by Mint, a pioneer in online personal finance that Intuit acquired in 2009. After the service languished for years, Intuit closed it in early 2024.

“Managing your money is one of the big unsolved problems in consumer technology,” Agostino said in a recent Zoom interview. “How American families manage their money is still basically the same as it was in the late 90s, except today we do it on our phones instead of walking into a bank.”

Monarch, founded in 2018, saw its subscriber base surge by 20 times in the year after Intuit announced it was closing Mint as users sought alternatives, according to Agostino.

Unlike Mint, which was free, Monarch relies on paying subscribers so that the company doesn’t need to focus on advertising from credit-card issuers or sell users’ data, said Agostino, who was an early product manager at Mint.

Personal finance app Monarch, which has raised a $75 million series B investment.

Courtesy: Monarch

The startup aimed to make onboarding accounts and expense tracking easier than rival tools, some of which are free or embedded within banking apps, according to FPV co-founder Wesley Chan.

Chan said that Monarch reminds him of previous bets that he has made, including his stake in graphic design platform Canva, in that Agostino is tackling a difficult market with a fresh approach.

“What Val is doing, it’s the successor to anything that’s been done in financial planning,” Chan said. “It’s frictionless, it’s easy to use and it’s easy to share, which is something that never existed before. That’s why he’s growing so quickly, and why the engagement numbers are so high.”

The company’s round comes amid a period of muted interest for most U.S. fintechs that cater directly to consumers. Monarch is one of the few firms to raise a sizeable Series B; other recent examples include Felix, a money remittance service for Latino immigrants.

Fintech firms raised $1.9 billion in venture funding in the first quarter, a 38% decline from the fourth quarter that “signals deepening investor caution toward B2C models,” according to a recent PitchBook report. Roughly three-quarters of all the venture capital raised in the quarter went to companies in the enterprise fintech space, PitchBook said.

“The sector is still in nuclear winter” as it faces a hangover from 2021-era startups that “raised way too much money and had zero progress and wrecked it for everybody else,” Chan said. “That’s fine with me, I love nuclear-winter sectors.”

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