Consumer Staples

Soft Drinks Have Gone Flat Soft Drinks Have Gone Flat   Underweight S&P soft drinks index heavyweight Coke reported its results last week and though it beat earnings estimates, the stock offered its worst performance in more than a decade. This is despite solid pricing gains for the industry as a whole (second panel) and for Coke in particular. The reason for the fall was weak guidance for the year ahead; Coke flagged weakening EM consumer trends and currency headwinds as the key culprits behind the softening results. This jives with the pain all consumer products exporters are feeling (third panel), perhaps more acutely by Coke given the majority of their revenues are derived overseas. Regardless of a supportive pricing environment, S&P soft drinks sector EPS growth has been trailing the broad market for the better part of the last ten years (fourth panel). Even with the recent drubbing the index has taken, it continues to sport a more than 20% premium to the broad market (bottom panel). Stay underweight. The ticker symbols for the stocks in this index are: BLBG: S5SOFD - PEP, KO, DPS, MNST.  

Key Portfolio Highlights The S&P 500 has started 2019 with a bang as dovish cooing from the Fed has proven a tonic for equities. While we have not entirely retraced the path to the early-autumn highs, our strategy of staying cyclically exposed, based on our view of an absence of a recession in 2019, has proven a profitable one as investor capitulation reached extreme levels (Charts 1 & 2). Chart 1Capitulation Capitulation Capitulation Chart 2Selling Is Exhausted Selling Is Exhausted Selling Is Exhausted Importantly, risk premia have been deflating as the end-of-year spike in volatility has subsided and junk spreads have narrowed from the fear-induced heights in December (Chart 3). Chart 3Risk Premia Renormalization Risk Premia Renormalization Risk Premia Renormalization Nevertheless, in order for the reflex rebound since the late-December lows to morph into a durable rally, the macro/policy backdrop has to turn from a headwind to a tailwind. We are closely monitoring three potential positive catalysts: A definitively more dovish Fed, which would help restrain the greenback A continuation of the earnings juggernaut A positive U.S./China trade resolution With respect to the first of these, the S&P 500 convulsed following the December 19 Fed meeting and suffered a cathartic 450 point peak-to-trough fall two months ago. The Fed likely made a policy error, and Fed Chair Powell’s resolve is getting tested as has happened with every Chair since Volcker (Charts 4 & 5). Chart 4Powell's Resolve Getting Tested Powell's Resolve Getting Tested Powell's Resolve Getting Tested Chart 5Fed Policy Mistake Fed Policy Mistake Fed Policy Mistake The rising odds of a pause in the Fed tightening cycle, at least for the first half of the year, will likely serve as a welcome respite for equities. Our second catalyst has been gaining steam through the Q4 earnings season which has seen continuation of the double-digit earnings growth of the prior three quarters. Our earnings model points to a moderation of earnings growth in the year to come, in line with sell-side expectations (Chart 6). Our 2019 year-end target remains 3,000 for the SPX, based on $181 2020 EPS and a 16.5x multiple.1 This represents a 6% EPS CAGR, assuming 2018 EPS ends near $162. Chart 6EPS Growth > 0 EPS Growth > 0 EPS Growth > 0 Chart 7 In Chart 7, we show that financials, health care and industrials are responsible for 61% of the SPX’s expected profit growth in 2019 while technology’s contribution has fallen to a mere 7.2%. While the risk of disappointment encompases financials, health care and industrials, there are high odds that tech surprises to the upside as it has borne the brunt of recent negative earnings revisions (Charts 8 & 9). Chart 8Earnings Revisions... Earnings Revisions... Earnings Revisions... Chart 9...Really Weigh On Tech ...Really Weigh On Tech ...Really Weigh On Tech Lastly, the negativity surrounding the slowdown in China is likely fully reflected in the market (Chart 10), implying an opportunity for a break out should a positive resolution to the U.S./China trade spat be delivered. China’s reflation efforts suggests that the Chinese authorities remain committed to injecting liquidity into their economy (Chart 11). Chart 10China Slowdown Baked In The Cake China Slowdown Baked In The Cake China Slowdown Baked In The Cake Chart 11Reflating Away Reflating Away Reflating Away Already, the PBOC balance sheet, with over $5.5tn in assets, is expanding anew. Empirical evidence suggests that SPX momentum and the ebb and flow of the PBOC balance sheet are joined at the hip, and the current message is positive (Chart 12). All of these underlie our style preferences for cyclicals over defensives2 and international large caps over domestically-geared small caps. Chart 12Heed The PBoC Message Heed The PBoC Message Heed The PBoC Message Chris Bowes, Associate Editor chrisb@bcaresearch.com S&P Financials (Overweight) The divergence between the directions for our CMI and valuation indicator (VI) for S&P financials has reached stunning levels, with the former accelerating into pre-GFC territory and the latter falling to two standard deviations below fair value. Our technical indicator (TI) is sending a relatively neutral message, though this does not diminish the most bullish signal in our cyclical indicator’s history (Chart 13). Chart 13S&P Financials (Overweight) S&P Financials (Overweight) S&P Financials (Overweight) The ongoing strength of the U.S. economy is the driver of such a positive indicator, particularly with respect to the key S&P banks sub index. Our total loans & leases growth model and BCA’s C&I loan growth model (second & bottom panels, Chart 14) are in positive territory. The latter is significant given that C&I loans are the single biggest credit category in bank loan books. Importantly, C&I loans have gone vertical recently topping the 10.5% growth mark despite softening capex intentions and CEO confidence. Further, multi-decade highs in consumer confidence are offsetting the Fed’s tightening cycle and suggest that consumer loans, another key lending category, will also gain traction (third panel, Chart 14). In the context of the generationally high employment rate, the implied lower defaults should drive amplified profit improvement from this credit growth. We reiterate our overweight recommendation. Chart 14Loan Growth Drives Profits Loan Growth Drives Profits Loan Growth Drives Profits S&P Industrials (Overweight) The still-solid domestic footing has maintained our industrials CMI close to its cyclical highs, which are also some of the most bullish in the history of the indicator. However, stock prices have not responded accordingly and our VI has descended mildly from neutral to undervalued. Our TI sends a much more definitive message and stands at a full standard deviation into oversold territory (Chart 15). Chart 1515. S&P Industrials (Overweight) 15. S&P Industrials (Overweight) 15. S&P Industrials (Overweight) While their cyclical peers S&P financials are almost exclusively a domestic play, S&P industrials have been weighed down by trade flare ups for most of the past year (bottom panel, Chart 16). Accordingly, much of the benefit of positive domestic capex indicators and the more tangible capital goods orders maintaining a supportive trajectory has failed to show up in relative EPS growth (second & third panels, Chart 16), though the latter has recently hooked much higher. Chart 16Industrial Earnings Growth Has Recovered Industrial Earnings Growth Has Recovered Industrial Earnings Growth Has Recovered S&P Materials (Overweight) Our materials CMI has made a turn, rising off its lowest level in 20 years. This has coincided with our VI bouncing off its cyclical low, though it remains in undervalued territory. The signal is shared by our TI which has only recently recovered from a full standard deviation into the oversold zone, a level that has historically presaged S&P materials rallies (Chart 17). Chart 17S&P Materials (Overweight) S&P Materials (Overweight) S&P Materials (Overweight) When we upgraded the S&P materials sector to overweight earlier this year, we noted that China macro dominates the direction of U.S. materials stocks. On the monetary front, the Chinese monetary easing cycle continues unabated and the near 150bps year-over-year drop in the 10-year Chinese Treasury yield will soon start to bear fruit (yield change shown inverted and advanced, bottom panel, Chart 18). The renminbi also moves in lockstep with relative share prices. The apparent de-escalation in the U.S./China trade tensions has boosted the CNY/USD and is signaling that a playable reflation trade is in the offing in the S&P materials sector (top panel, Chart 18). Chart 18Chinese Data Drives Materials Performance Chinese Data Drives Materials Performance Chinese Data Drives Materials Performance S&P Energy (Overweight) Our energy CMI has moved horizontally for the past six quarters, though this followed a snap-back recovery from the extremely depressed levels of 2016 and 2017. Meanwhile both our VI and TI have descended steeply into buying territory with the former approaching two standard deviations below fair value (Chart 19). Chart 19S&P Energy (Overweight) S&P Energy (Overweight) S&P Energy (Overweight) As with the CMI, the relative share price ratio for the S&P energy index has moved laterally since our mid-summer 2017 upgrade to overweight. Interestingly, the integrated oil & gas energy subindex neither kept up with the steep oil price advance until the end of September, nor with the recent drubbing in crude oil prices (top panel, Chart 20). Put differently, oil majors never discounted sustainably higher oil prices, and are also refraining from extrapolating recent oil prices weakness far into the future. Chart 2020. The Stage Is Set For A Recovery In Crude Prices 20. The Stage Is Set For A Recovery In Crude Prices 20. The Stage Is Set For A Recovery In Crude Prices Nevertheless, the roughly 30% per annum growth in U.S. crude oil production is unsustainable and, were production to remain near all-time highs and move sideways in 2019, then the growth rate would fall back to the zero line. Such a paring back in the growth rate would likely balance the oil market and pave the way for an oil price recovery (oil production shown inverted, bottom panel, Chart 20). This echoes BCA’s Commodity & Energy Strategy service, which continues to forecast higher oil prices into 2019, a forecast which should set the stage for a sustainable rebound next year in S&P energy profits, the opposite of what analysts currently expect (Chart 7). S&P Consumer Staples (Overweight) An improving macro environment is reflected in our consumer staples CMI that has vaulted higher in recent months. However, the strong recent relative outperformance has also shown up in our VI which, though still in undervalued territory, has recovered significantly. Our TI has fully recovered and now sends a neutral message (Chart 21). Chart 21S&P Consumer Staples (Overweight) S&P Consumer Staples (Overweight) S&P Consumer Staples (Overweight) The surging S&P household products sector has been carrying the S&P consumer staples index on its back as solid pricing efforts have been dragging results and forward guidance higher. While household product sales have been enjoying a multi-year growth phase (second panel, Chart 22), it has largely been driven by volumes. However, the recent resurgence in pricing power (third panel, Chart 22) has given volume gains an added kick, pushing sales further. Meanwhile, exports have continued their two-year ascent despite the tough currency environment and the upshot is that relative EPS growth will likely remain upbeat (bottom panel, Chart 22). In light of challenged EM consumer spending growth, this signal is very encouraging. Chart 22Household Products Is Carrying Staples Household Products Is Carrying Staples Household Products Is Carrying Staples S&P Health Care (Neutral) Our health care CMI has been treading water recently. Further, a recovery in pharma stocks has taken our VI from undervalued to a neutral position, while our TI sends a distinctly bearish message as health care stocks have been overbought (Chart 23). Chart 23S&P Health Care (Neutral) S&P Health Care (Neutral) S&P Health Care (Neutral) Healthcare stocks have outperformed in the back half of 2018. Recently a merger mania that has swept through the pharma and biotech spaces has underpinned relative share prices. The last three months have seen an explosion of deals, including the largest biopharma deal ever (Bristol-Myers Squibb buying Celgene for approximately $90 billion) with other global deals falling not too far behind (Takeda buying Shire for $62 billion mid-last year). Such exuberance has clearly confirmed that merger premia are alive and well in the S&P pharma index. It is not merely rising premia that have taken pharma higher either. Pricing power has entered the early innings of a recovery (top panel, Chart 24) while the key export channel points to increasingly bright days ahead (second panel, Chart 24). However, the rise of regulatory pressure from the Trump administration may cause better pricing to prove fleeting. Chart 24Merger Mania In Pharma Merger Mania In Pharma Merger Mania In Pharma Further, pharma’s consolidation phase has come at a cost to sector leverage ratios that have dramatically expanded (bottom panel, Chart 24). Such profligacy may come to haunt the sector should the pricing power recovery falter. S&P Technology (Neutral) Our technology CMI has been moving laterally for the better part of the last three years, though the S&P technology index has ignored the macro headwinds and soared higher over that time. Our VI remains on the overvalued side of neutral, despite the recent tech selloff while our TI has been retrenching into oversold territory (Chart 25). Chart 25S&P Technology (Neutral) S&P Technology (Neutral) S&P Technology (Neutral) Until the end of last year, we maintained a barbell portfolio within the sector by recommending an overweight position in the late-cyclical and capex-driven technology hardware, storage & peripherals and software indexes while recommending an underweight position in the early-cyclical semi and semi equipment indexes. However, we recently upgraded the niche semi equipment to overweight for three reasons. First, trade policy uncertainty has dealt a blow to this tech subindex. Not only are 90% of sales foreign sourced, but a large chunk is also China-related sales. Second, emerging market financial indicators are showing some signs of life, underscoring that semi equipment demand may turn out to be marginally less grim than currently anticipated (second panel, Chart 26). Third, long term semi equipment EPS growth estimates have recently collapsed to a level far below the broad market, indicating that the sell side has thrown in the towel on this niche sector (third panel, Chart 26). Chart 26A Bottom In Semi Equipment A Bottom In Semi Equipment A Bottom In Semi Equipment Overall, and despite our more bullish view on semi equipment, we continue to recommend a neutral weighting in S&P technology. S&P Utilities (Underweight) Our utilities CMI has recovered recently, bouncing off its 25-year low, driven by the modest easing in interest rates, (Chart 27). This has also manifested in a recovery in the S&P utilities index as this fixed income proxy has reacted to the recent fall in Treasury yields (change in yields shown inverted, top panel, Chart 28) and jump in natural gas prices. Further, utilities are typically seen as a domestic defensive play and the recent trade troubles have made utilities soar in a flight to safety. Chart 27S&P Utilities (Underweight) S&P Utilities (Underweight) S&P Utilities (Underweight) We think the tailwinds lifting utilities are transitory and likely to shift to headwinds. First, one of our key themes for the back half of the year is rising interest rates; a move higher in yields will have a predictably negative impact on these high-dividend paying equities. Second, a flight to safety looks fleeting; the ISM manufacturing new orders index usually moves inversely in lock step with utilities and the most recent message is negative for the S&P utilities index (ISM manufacturing new orders index shown inverted, second panel, Chart 28). Meanwhile, S&P utilities earnings estimates have continued to trail the broad market, having taken a significant step down this year (third panel, Chart 28). Chart 28Rising Rates In Late-2019 Will Be A Headwind For Utilities Rising Rates In Late-2019 Will Be A Headwind For Utilities Rising Rates In Late-2019 Will Be A Headwind For Utilities Our VI and TI share this bearish message as the VI is deeply overvalued and the TI is in overbought territory (Chart 27). S&P Real Estate (Underweight) Our real estate CMI has recently started to turn up, though this is off the near decade-low set last year and remains deeply depressed relative to history (Chart 29). This is principally the result of the backup in interest rates since late last year and the lift they have given to the sector, which has been a relative outperformer over the past six months (top panel, Chart 30). Much like the S&P utilities sector in the previous section, and in the context of BCA’s higher interest rate view, we continue to avoid this sector. Chart 29S&P Real Estate (Underweight) S&P Real Estate (Underweight) S&P Real Estate (Underweight) Along with the modest reprieve in borrowing rates, multi family construction continues unabated (second panel, Chart 30), likely driven by all-time highs in CRE prices (third panel, Chart 30). In the absence of an outright contraction in construction, recent weakening in occupancy (bottom panel, Chart 30) will likely prove deflationary to rents, and thus profit prospects. Chart 30Falling Occupancy Will Hurt REIT Profits Falling Occupancy Will Hurt REIT Profits Falling Occupancy Will Hurt REIT Profits Our VI suggests that REITs are modestly overvalued, though the recent outperformance has driven our TI to an overbought condition (Chart 29). S&P Consumer Discretionary (Underweight) Our consumer discretionary CMI has ticked up recently, pushed higher by resiliency in consumer data. However, the S&P consumer discretionary index has clearly responded, pushing against 40-year highs relative to the S&P 500 and taking our VI to two standard deviations above fair value (Chart 31). Much of this should be attributed to Amazon (roughly 30% of the S&P consumer discretionary index) and their exceptional 12% outperformance relative to the broad market over the past year. Chart 31S&P Consumer Discretionary (Underweight) S&P Consumer Discretionary (Underweight) S&P Consumer Discretionary (Underweight) While we have an underweight recommendation on the S&P consumer discretionary index, we have varying intra-segment preferences, highlighted by the recent inception of a pair trade going long homebuilders and short home improvement retailers (HIR). Housing starts and building permits are extremely sensitive to interest rates, depend on first time home buyers and move in lockstep with the homeownership rate. Currently, interest rates are easing, the homeownership rate is coming out of its GFC funk and first time home buyers are slated to make a comeback this spring selling season. This is a boon for homebuilders at the expense of HIR (top & middle panels, Chart 32). Further, the price of lumber is a key determinant of relative profitability: lumber represents an input cost to homebuilders whereas it is an important selling item in Big Box building & supply retailers that make a set margin on it. The recent drubbing in lumber prices should ease margin pressures on homebuilders but eat into HIR profits (momentum in lumber prices shown inverted and advanced in bottom panel, Chart 32). Chart 32Long Homebuilders / Short Home Improvement Retailers Long Homebuilders / Short Home Improvement Retailers Long Homebuilders / Short Home Improvement Retailers S&P Communication Services (Underweight) As the newly-minted communication services has little more than four months of existence, we do not have adequate history to create a cyclical macro indicator. However, we have created Chart 33 with a number of valuation indicators, though we caution that they too are less reliable than the other indicators presented in the preceding pages, owing to a dearth of history. Chart 33S&P Communication Services (Underweight) S&P Communication Services (Underweight) S&P Communication Services (Underweight) Rather, we refer readers to our still-fresh initiation of coverage on the sector3 and look forward to being able to deliver something more substantive in the future. Size Indicator (Favor Large Vs. Small Caps) Our size CMI has been hovering near the boom/bust line, as it has for most of the last two years (Chart 34). Despite the neutral CMI reading, we downgraded small caps in the middle of last year,4 and moved to a large cap preference, based on the diverging (and unsustainable) debt levels of small caps vs. their large cap peers (bottom panel, Chart 35). This size bias remains a high conviction call for 2019. Chart 34Favor Large Vs. Small Caps Favor Large Vs. Small Caps Favor Large Vs. Small Caps Macro data too has turned against small caps. Recent NFIB surveys have shown that small business optimism has continued to fall through the end of the year, albeit from a very high level (top panel, Chart 35). This has coincided with the continued slide of small cap stocks relative to their large cap peers. Chart 35Small Caps Have A Big Balance Sheet Problem Small Caps Have A Big Balance Sheet Problem Small Caps Have A Big Balance Sheet Problem Further, the percentage of small businesses with planned labor compensation increases continues to set new all-time highs and deviates substantially from the national trend (second panel, Chart 35). This divergence becomes more worrying when plotted against those same firms increasing prices (third panel, Chart 35), which has trailed for some time and recently flattened. The inference is that margin pressure is intensifying and likely to continue for the foreseeable future. In the context of the absence of small cap balance sheet discipline during the past five years, ongoing large cap outperformance seems ever more likely. Footnotes 1      Please see BCA U.S. Equity Strategy Weekly Report, “ Catharsis,” dated January 14, 2019, available at uses.bcaresearch.com. 2      Please see BCA U.S. Equity Strategy Weekly Report, “ Don't Fight The PBoC,” dated February 4, 2019, available at uses.bcaresearch.com. 3      Please see BCA U.S. Equity Strategy Daily Insight, “New Lines Of Communication,” dated October 1, 2018, available at uses.bcaresearch.com. 4      Please see BCA U.S. Equity Strategy Daily Insight, “Small Caps Have A Big Balance Sheet Problem,” dated May 10, 2018, available at uses.bcaresearch.com.

  Overweight Procter & Gamble (PG), the heavyweight of the S&P household products sector, delivered excellent results this week and raised their guidance, despite a forecast of a nearly $1 billion after-tax currency headwind to earnings this fiscal year. The principal driver was a push to raise prices across their segments that appears to have gained traction. Our macro indicators agree with PG’s guidance; household product sales have been pushing higher (second panel), driven by a resurgence in pricing power (second panel). Meanwhile, exports have continued their two-year ascent despite the aforementioned tough currency environment and the upshot is that relative EPS growth will likely remain upbeat (bottom panel). In light of challenged EM consumer spending growth, this signal is very encouraging. Bottom Line: Recovering sales in a harsh global environment and growing profits irrespective of currency headwinds point to outsized relative EPS growth should either of these offsets soften; stay overweight. The ticker symbols for the stocks in this index are: PG, CL, CLX, KMB. Household Products Are Booming Household Products Are Booming  

Underweight The S&P soft drinks index popped in late October, driven by better than expected Q3 results, mostly at Coke. In truth, pricing power has been staging a fairly steady recovery since falling off a cliff in 2016, though it has recently rolled over (second panel). More important to the index is the structural underperformance in earnings growth (third panel). While pricing improvements seem to be helping close the gap, the industry has nearly a decade of uninterrupted earnings deficit relative to the broad market. As such, the recent recovery in the S&P soft drinks index without an accompanying EPS lift has driven sector valuations to a 40% premium to the S&P 500 (bottom panel). Considering the stalling pricing efforts, U.S. dollar strength and a generalized global trade slowdown, this seems overly optimistic. Stay underweight. The ticker symbols for the stocks in this index are: BLBG: S5SOFD - PEP, KO, MNST. Soft Drink Valuations Look Fizzy Soft Drink Valuations Look Fizzy ​​​​​​​ ​​​​​​​

  Overweight Household product stocks have typically performed well as retail gasoline prices have contracted; this iteration has proven no different (gasoline prices shown inverted, top panel). This boon to consumers has supported an uptick of the consumer’s wallet being deployed to household products which should translate into top line support for these equities (second panel). Curiously, the end of the bear market for this sector coincided with a moderating of S&P household products profit margins from their historically high level (third panel). The market is likely seeing ahead to a return to margin expansion. As noted above, the demand environment appears robust and, with commodity and labor costs well contained (bottom panel), things should continue looking up for the sector, especially given the recent success constituents have had in raising selling prices. Bottom Line: Earnings growth looks set to reaccelerate in the S&P household products index; we reiterate our overweight recommendation. The ticker symbols for the stocks in this index are: BLBG: S5HOPR – PG, CL, KMB, CLX and CHD. Prices At The Pump Are Helping Households Prices At The Pump Are Helping Households  

Neutral U.S retailers have reported excellent sales numbers in the most recent quarter, most notably Walmart that delivered a surprising 3.4% same store sales growth number; the market has responded in kind and spared the S&P hypermarkets index that has held up well vs. the broad equity market. Still, this outperformance seems anecdotal as hypermarkets have struggled to gain traction against other retailers. Likely, higher consumer wages are being deployed elsewhere (second panel). With a savings rate that is still elevated relative to history (third panel), the consumer has significant dry powder to deploy, but this appears to have little bearing on hypermarkets and their less discretionary consumption offering. This suggests an absence of a margin lever, which is reflected in the accelerating downward trend of S&P hypermarkets EPS growth relative to the broad market (bottom panel). Net, despite the market's sanguine view on the operating performance of hypermarkets, we prefer to stay on the fence. The ticker symbols for the stocks in this index are: BLBG: S5HYPC - WMT, COST. Hypermarket Sales Are Looking Up But What About Margins Hypermarket Sales Are Looking Up But What About Margins    

Highlights Chinese pro-consumption policy stimulus will likely stabilize Chinese household consumption growth at 8-10% over the next 12-15 months, with service consumption continuing to be the key driver. Our research shows that Chinese nominal retail sales of consumer goods are currently growing at only 3-4%, significantly lower than the 9-10% pace that the Chinese government has reported, and that the market has commonly quoted. We expect it to rebound moderately to 4-6% in 2019 on the government's pro-consumption stimulus. The services sector including healthcare, education, travel, entertainment, sports, high-tech, daycare for kids, nursing homes for the elderly, and so on will likely experience strong growth. In the consumer discretionary space, car sales will also likely rebound as the country may soon release stimulus measures supporting the auto industry. For now, we advise overweighting consumer discretionary stocks versus the benchmark. We also recommend going long consumer discretionary versus consumer staples. Feature The Chinese economy is in transition from investment- and export-led growth to consumer-led growth. With faltering investment growth and escalating China-U.S. trade tensions, the strength and durability of Chinese household consumption has become all the more important to the country's economic growth. To address increasing challenges facing the economy, the government over the past several months has released a slew of policies aimed at stimulating domestic consumption. Our focus in this week's report is to outline these policies and in turn gauge what the strength of Chinese household consumption will be over the next 12-15 months. In order to do this, some key questions need to be addressed, including: What is the current growth rate of household consumption? What pro-consumption policies have already been implemented, and what additional policies are likely on the way? How effective will stimulus be on Chinese household consumption this time around? One of our key findings is that Chinese nominal retail sales of consumer goods - a common proxy for Chinese household spending - is currently growing at only 3-4%, significantly lower than the 9-10% pace the Chinese government has reported, and that the market has commonly quoted (Chart 1). Chart Retail Sales Growth Measure: Which One Is Accurate? Retail Sales Growth Measure: Which One Is Accurate? Retail Sales Growth Measure: Which One Is Accurate? Another important finding is that recent pro-consumption policy stimulus will likely increase household income levels by 400-500 billion RMB. In addition, we expect more pro-consumption policies from the Chinese government later this year or early 2019 - i.e., cutting car sales taxes or giving out subsidies to encourage households' purchases of automobiles, especially in rural areas, and/or lowering the policy rate to spur spending by reducing households' borrowing costs. This will stabilize Chinese household consumption growth at 8-10% over the next 12-15 months, with service consumption continuing to be the key driver. Making Sense Of The Data According to the National Bureau of Statistics (NBS) data, Chinese nominal household consumption accounted for about 40% of GDP last year, and grew 8.2% year-on-year (about 9-10% in 2015 and 2016). We estimate that currently about 65-70% of Chinese household consumption is consumer goods, with the remainder going to services. Goods consumption Chinese retail sales figures are probably the most-often-used among market participants as a proxy for Chinese household consumption, despite the fact that the data only provide a partial picture of Chinese household spending: spending on consumer goods. Based on the NBS's definition, Chinese total retail sales of consumer goods refer to the sum of retail sales of commodities sold to urban and rural households for household consumption, and to social institutions for public consumption for non-production purposes. Chinese total retail sales also include online goods sales but do not include online service sales. They also do not include many service sectors including education, medical care, travel, entertainment, eldercare and childcare. In short, while Chinese retail sales cannot represent the full picture of Chinese household consumption, they can indeed reveal the strength of Chinese household consumption on consumer goods. The most quoted retail sales growth data by the majority of market participants is from the NBS - a straight growth number that the bureau reported every month - which recently decelerated to 9% (the dotted line in Chart 1). The bureau does not give out information about how to calculate this growth data. The NBS also reports the level data of retail sales every month, from which the year-on-year growth actually plunged to 3.8% (the solid line in Chart 1). Which one is more accurate? All of the findings below suggest the validity of the growth estimates we calculated from the level of NBS retail sales. For major consuming discretionary goods like cars, washing machines, air conditioners, refrigerators and TVs, all products excluding TVs exhibited a sharp drop in sales volume growth this year (Chart 2). Chart 2Falling Sales Volume Nearly Across The Board From Discretionary Goods... Falling Sales Volume Nearly Across The Board From Discretionary Goods... Falling Sales Volume Nearly Across The Board From Discretionary Goods... Some major consumer staples such as dairy products, soft drinks and liquor - also experienced a sharp decline in sales-volume terms (Chart 3). Chart 3...To Major Consumer Staples ...To Major Consumer Staples ...To Major Consumer Staples The sub-categories of total nominal retail sales in value terms also showed a significant slowdown in terms of urban and rural, and in terms of commodity goods and catering (Chart 4). Chart 4Weakness In Retail Sales From Urban To Rural Weakness In Retail Sales From Urban To Rural Weakness In Retail Sales From Urban To Rural Meanwhile, 26 out of 31 provinces experienced retail sales growth slower than 6% for the first six months, with three provinces - Shandong, Jilin and Guizhou - in contraction. Why did Chinese retail sales experience such a significant drop this year? We believe it is because households' sentiment and willingness to consume has diminished considerably (Chart 5). Chart 5Falling Marginal Propensity To Consume Falling Marginal Propensity To Consume Falling Marginal Propensity To Consume The cracking down of peer-to-peer lending, falling stock prices and high mortgage payments this year have all reduced household wealth. Mortgage interest payments currently account for nearly 50% of the nation's household disposable income, higher than 45% a year ago.1 In addition, rising China-U.S. trade tensions have also increased uncertainty on future income growth and affected confidence. Service consumption If our estimate of Chinese retail sales growth can correctly capture the strength of consumer goods consumption, what data can be used to measure services consumption. Chart 6 can at least provide some sense in gauging the strength of household service consumption, as tourism, medical services and entertainment services (i.e., movie box office receipts) are all major household service consumption components. In the meantime, online services sales can also somewhat reflect the overall strength of Chinese household services consumption. Chart 6Services Consumption Still Growing At A Double Digit Pace Services Consumption Still Growing At A Double Digit Pace Services Consumption Still Growing At A Double Digit Pace Chart 6 clearly shows that despite the growth deceleration, nominal services consumption growth is currently still quite strong - in the range of 10-15% - considerably higher than the 3-4% growth in nominal consumer goods consumption. To gauge how Chinese nominal household consumption growth will be going forward, we need to assess the pro-consumption policies that have already been implemented. Consumption Stimulus A flurry of pro-consumption policies has been announced over the past several months, aiming at spurring consumer spending to support the country's underlying economic growth. Personal tax cuts and tax exemptions will increase households' ability to spend, while improvements in the quality of goods and services supplied and more availability of high-quality products will also encourage consumption. On October 21, China unveiled a new income tax law to boost consumption. The law increases the tax-free threshold from 3,000 RMB per month to 5,000 RMB per month and expands the lower tax brackets, effective October 1, 2018. It also adds new itemized tax deductions related to education, housing, eldercare, childcare and medical care, which will come into effect on January 1, 2019. Additional details of the new itemized deductions have so far not been released. The Ministry of Finance estimates that the tax changes will collectively lift household incomes by approximately 320 billion RMB. This is equivalent to about 1% of household consumption expenditures, or about 0.4% of GDP. Given that the total amount of personal income tax was 1.2 trillion RMB last year, the total tax deduction from the new income law and new itemized tax deductions should be much smaller than the amount of total personal income tax. Assuming 40-50% of the 1.2 trillion RMB personal tax will be deducted in 2019, this will be equal to about 500-600 billion RMB in household incomes (1.6-1.9% of household consumption expenditures, and about 0.6-0.7% of GDP). On September 20, the government released a policy guideline: "New measures to spur residential consumption." Two weeks later, on October 11, the government announced a "three-year (2018-2020) action plan to stimulate domestic consumption." The government's plan is geared to facilitating a virtuous cycle in which boosting consumption leads to supply innovation, and subsequently improvement in new consumption growth. According to the plan, the authority will widen the openness of seven key service sectors for private and / or overseas companies to enter in sectors such as tourism, culture, sports, healthcare, eldercare, home services and education/training. The country aims to develop rental markets, promote new-energy automobiles, support high-tech products (VR, robots, etc.), encourage green consumption and upgrade the quality of existing goods and services. Insufficient high-quality supply in these service sectors have in the past curbed consumption growth to some extent. By boosting the supply of high-quality services, the government expects to increase consumption in these sectors. Starting on July 1, China reduced import tariffs on 1449 imported items, resulting in a decline in average import tariffs from 15.7% to 6.9%. Starting on November 1, the government further lowered tariffs with most-favored nations on an additional 1585 items with the average tax rate falling from 10.5% to 7.8%. Clearly, there are two trends from these policies. First, the services sector including healthcare, education, travel, entertainment, sports, high-tech, childcare, eldercare, and so on will benefit most, as households in general have high demand for these services and are willing to spend more on these sectors (Chart 7). Chart 7Service Consumption Vs. Consumer Staples Consumption: Higher Growth Chinese Household Consumption: Full Steam Ahead? Chinese Household Consumption: Full Steam Ahead? For example, while China's aging population will have increasing demands for medical and eldercare service, the termination of the one-child policy will continue to boost demand for childcare and education services. Food and clothing accounts for about 35% of total Chinese household consumption expenditures (Chart 8), significantly higher than the 21% proportion in South Korea. Meanwhile, Chinese consumers spend 11% of their disposable income on education, culture and recreation, lower than the 17% figure in South Korea. Chart 8Chinese Household Consumption Structure Chinese Household Consumption: Full Steam Ahead? Chinese Household Consumption: Full Steam Ahead? Second, the supply of high-quality consumer goods and high-quality services will strongly increase in response to rising demand of wealthier Chinese consumers. This increase in supply will be met by both domestic production of goods and services and overseas imports. What additional policies could be implemented in the remainder of 2018 and 2019? The government may release more supportive policies to promote car sales - i.e., reducing the sales tax on cars with a capacity of 1.6L or lower, or providing subsidies on car purchases. They have implemented similar stimulus measures since 2008. If recent pro-consumption policies and supportive policies for the auto industry still cannot revive household consumption strongly enough, the authorities may cut the policy rate to spur additional spending. After knowing the probable scale of the pro-consumption stimulus, we can now put everything together to see what Chinese household consumption growth could be in 2019. How Strong Will Household Consumption Be? Structurally, we believe growth in Chinese household consumption is facing strong headwinds, including lower household income growth in real terms (inflation-adjusted) because of slowing productivity growth and rising household debt levels (Chart 9). Chart 9Structural Headwinds For Chinese Household Consumption Growth Structural Headwinds For Chinese Household Consumption Growth Structural Headwinds For Chinese Household Consumption Growth However, over the next 12-15 months, we still expect the government's pro-consumption policies to be able to stabilize domestic household consumption growth at 8-10%. We estimated in the first section that the new income law and itemized tax deduction policy will likely release about 500-600 billion RMB of income available for spending. The ratio of marginal propensity to consume gauges the proportion of one additional unit of disposable income spent on consumption. We estimated that the marginal propensity to consume for Chinese households is currently at about 50%. This will result in 250-300 billion RMB spending on household consumption, equaling about 0.7-0.8% of 2017 Chinese retail sales of consumer goods (36.6 trillion RMB), or 0.8-0.9% of household consumption expenditures. Autos will be another major potential driver of overall household consumption growth. China has stimulated the car industry by slashing the auto sales tax from 10% to 5% in 2009-2010 and again in 2015-2016. As a result, the volume of passenger car sales jumped 50% in 2009 and 15% in 2016, respectively (Chart 10). While car sales have dropped each time the stimulus measures have expired, a temporary growth rebound in auto sales in 2019 is still possible. Chart 10The Government May Stimulate The Auto Market Again The Government May Stimulate The Auto Market Again The Government May Stimulate The Auto Market Again As car sales volumes are currently in double-digit contraction, the Chinese government is likely to implement similar stimulus measures in late 2018 or early 2019. If so, Chinese car sales in volume terms may rebound by 5-10% in 2019. By the end of last year, the measure of urban households with cars was about 37.5 out of 100. There is still plenty of upside, with the rural areas having much bigger potential for car sales than urban areas. The value of Chinese auto sales was 4.2 trillion RMB last year. It increased 280 billion RMB in 2016 and 220 billion in 2017, but decreased 220 billion for the first nine months of this year. Assuming a 5% growth in the auto sales value next year because of the stimulus, it will be about 200 billion RMB increase, equivalent to 0.2% of 2017 GDP or 0.6% of household consumption expenditures. Although households have already taken out much more in the way of consumer loans for purchases of homes and other day-to-day expenses, with plenty of consumption-related stimulus policy in place, consumer loan growth will likely continue to grow in the double digits in 2019 (Chart 11). In September, household loans for short-term consumption (non-mortgage) grew at 28% year-on-year. Chart 11Consumer Loan Growth May Remain Strong In 2019 Consumer Loan Growth May Remain Strong In 2019 Consumer Loan Growth May Remain Strong In 2019 Chart 12 shows that the breakdown of household borrowing - medium- and long-term consumption loans (mostly mortgage loans) accounted for 60% of total household borrowing. Chart 12Most Of Consumption Loans Are Mortgage Chinese Household Consumption: Full Steam Ahead? Chinese Household Consumption: Full Steam Ahead? With the property market now slowing down and a gradual decline in the Chinese central bank's PSL lending,2 property sold has been decelerating (Chart 13). This may lead to less mortgage borrowing, leaving more loans available for short-term spending. Chart 13Household Borrowing In 2019: Less For Mortgage And More For Consumption? Household Borrowing In 2019: Less For Mortgage And More For Consumption? Household Borrowing In 2019: Less For Mortgage And More For Consumption? How different is this round of stimulus versus the previous two episodes? First, the strength of household consumption growth due to recent policy stimuli will be much weaker than the 2009-2010 and 2015-2016 episodes (Chart 14). Chart 14Stimulus Impact On Household Consumption Growth In 2019: Less Than Previous Episodes Stimulus Impact On Household Consumption Growth In 2019: Less Than Previous Episodes Stimulus Impact On Household Consumption Growth In 2019: Less Than Previous Episodes Home appliance markets like TVs, air conditioners, washing machines and refrigerators have already entered a mature phase. On average, as of the end of 2017 there were already 133 TVs, 100.3 air conditioners, 97.1 washing machines and 97.2 refrigerators for every 100 urban households (Chart 15, top panel). Even in rural areas, as of the end of last year there were 120 TVs, 52.6 air conditioners, 86.3 washing machines and 91.7 refrigerators for every 100 households, significantly higher than 2008 levels (Chart 15, bottom panel). Chart 15Home Appliance Markets: More Mature Than The Auto Market Chinese Household Consumption: Full Steam Ahead? Chinese Household Consumption: Full Steam Ahead? Second, this time the stimulus is focusing more on the services sector, while the previous two episodes were more on consumer goods. As result, this time the stimulus will have much less impact on commodities than the previous two episodes, in which major commodity goods sales and production experienced significant growth. Overall, China's pro-consumption policies will likely stabilize Chinese household consumption growth at 8-10% over the next 12-15 months, with services consumption remaining the key driver. We expect household service consumption to continue to grow at 10-15%, and retail sales growth to rebound to 4-6% from 3-4%. Investment Implications Chinese pro-consumption policy will likely benefit services and the automobile industry more than consumer staples. Meanwhile, commodity sectors may not benefit much. For now, we recommend overweighting the domestic consumer discretionary sector versus the Chinese CSI300 benchmark, a trade that we are initiating as of today (Chart 16, top panel). The sector's relative P/E and P/B valuations versus the benchmark also suggest its relative attractiveness (Chart 16, middle and bottom panels). Chart 16Overweight Consumer Discretionary Versus Benchmark Overweight Consumer Discretionary Versus Benchmark Overweight Consumer Discretionary Versus Benchmark China's pro-consumption stimulus also warrants the opposite position of what was one of our most successful trades over the past year (long investable staples / short investable discretionary), which we closed at the end of September for a profit of 48%.3 Within the domestic market, investors should go long consumer discretionary versus consumer staples, a trade that we are also initiating as of today (Chart 17). In addition to the cyclical tailwind from policy, relative valuation ratios suggest that the former is likely to outperform the later. Chart 17Go Long Consumer Discretionary Versus Consumer Staples Go Long Consumer Discretionary Versus Consumer Staples Go Long Consumer Discretionary Versus Consumer Staples Finally, our conclusion that policymakers are likely to succeed at stabilizing household consumption growth has implications beyond the relative performance of consumer stocks. Our outlook for a stable consumer over the coming year supports the argument that China will not push for a significant reacceleration in credit growth as a response to ongoing economic weakness, and argues in favor of our view that the "strike price" of the China put option has fallen. As we have noted in previous reports, we have no doubt that Chinese policymakers will eventually move to a maximum reflationary stance if they feel that the existing slowdown will lead to deep, threatening economic instability. But it will be impossible for investors and policymakers to make a judgement about the true odds of such an outcome without hard evidence of the magnitude of the tariff-induced export shock, which for now remains obscured by trade front-running (which may persist until the new year). This means that it is too soon to bottom fish deeply oversold Chinese financial assets (such as A-shares), and China-related plays more generally. Ellen JingYuan He, Associate Vice President Emerging Markets Strategy EllenJ@bcaresearch.com 1 Pease refer to Table 1 in the China Investment Strategy Special Reports "China's Property Market: Where Will It Go From Here? ", dated September 13, and Table 1 in the Emerging Markets Strategy Special Report "China Real Estate: A Never-Bursting Bubble?", dated April 6, 2018, available at ems.bcaresearch.com. 2 Pease see China Investment Strategy Special Report "China's Property Market: Where Will It Go From Here?", dated September 13, 2018, available at cis.bcaresearch.com. 3 Pease see China Investment Strategy Special Reports "GICS Sector Changes: The Implications For China", dated September 26, 2018, available at cis.bcaresearch.com. Cyclical Investment Stance Equity Sector Recommendations

Highlights China's old economy continues to slow in the leadup to the negative effect of U.S. import tariffs on Chinese export growth. Weaker trade data over the coming few months is likely to weigh further on investor sentiment. Our Li Keqiang leading indicator has risen off of its low, but not in a broad-based fashion. While the RMB depreciation has caused Chinese monetary conditions indexes to move sharply higher, money and credit growth remain weak. The recent breakdown in Chinese consumer staples stocks is an exception to the broad trend of low-beta sector outperformance. Fears have risen that the Chinese consumer is faltering, a concern that we will address in a Special Report next week. Feature Tables 1 and 2 highlight key developments in China's economy and its financial markets over the past month. On the growth front, the September update to Bloomberg's measure of the Li Keqiang index (LKI), and our newly created alternative LKI, makes it clear that China's economy continues to slow in the leadup to the negative shock from the external sector. The fact that both LKIs peaked early in 2017 highlights that the slowdown was precipitated by monetary tightening, which has only recently reversed. This easing in monetary conditions has likely improved the liquidity situation in China, but it remains to be seen whether it will prompt any meaningful acceleration in credit growth. Table 1The Trend In Domestic Demand, And The Outlook For Trade, Is Negative Checking In On The Data Checking In On The Data Table 2Financial Market Performance Summary Checking In On The Data Checking In On The Data From an investment strategy perspective, our recommendations remain unchanged. Despite deeply oversold conditions in China's stock markets, investors should avoid outright long positions for now due to the high odds of additional negative catalysts over the coming few months. We expect further weakness in the RMB, and expect USD-CNY to break through 7, suggesting that investors trading within the Chinese equity universe should only favor domestic stocks in currency-hedged terms for now. Finally, we continue to recommend an overweight stance towards low-beta sectors within the investable market, and believe that onshore corporate bonds are a buy despite pervasive default concerns. In reference to Tables 1 and 2, we provide several detailed observations concerning developments in China's macro and financial market data below: Bloomberg's measure of the Li Keqiang index (LKI) fell in September, confirming that activity in China's old economy is trending lower. A downtrend in industrial activity is even more apparent in our alternative LKI (Chart 1), which is constructed using total freight (instead of railway freight) and secondary industry electricity consumption (instead of overall electricity production). Chart 1China's Old Economy Is Slowing, Before The Trade Shock Hits China's Old Economy Is Slowing, Before The Trade Shock Hits China's Old Economy Is Slowing, Before The Trade Shock Hits Our BCA Li Keqiang leading indicator has risen somewhat from its June low, driven by the two monetary conditions indexes (MCIs) included in the indicator. Both of these MCIs have, in turn, been driven by the substantial weakness in the RMB over the past four months. This sharp improvement has not been matched by the other components of the indicator: Chart 2 illustrates that the low end of the component range remains quite weak, in contrast to mid-2015 when both the high and low ends of the range were in a clear uptrend. Chart 2A Narrow Pickup In Our LKI Leading Indicator A Narrow Pickup In Our LKI Leading Indicator A Narrow Pickup In Our LKI Leading Indicator Nearly all of the housing market indicators included in Table 1 are above their 12-month moving average, with the exception of pledged supplementary lending by the PBOC. Pledged supplementary lending itself sequentially increased quite meaningfully in October, underscoring that policymakers are keen to avoid the risk of overtightening the economy at a time when external demand is likely to weaken considerably. Still, smoothed residential sales volume growth has ticked down for two months in a row, suggesting that the extremely stretched pace of floor space started is likely to moderate over the coming months. Chinese export growth remains buoyant, despite several manufacturing and general business condition surveys showing a substantial deterioration over the past few months. As we go to press, China's October trade data has not yet been released, but we expect exports to weaken considerably in the coming few months. This could further weigh on investor sentiment if the slowdown exceeds the market's expectations. Within China's equity market universe, both domestic and investable stocks are deeply oversold in absolute terms, having declined 30% and 28% from their late-January peaks, respectively. Our technical indicators for both markets suggest that Chinese stocks have actually reached 1 standard deviation oversold, a level that has historically served as a platform for a rebound. Still, this speaks merely to the odds of a rebound, not when one will occur, and we can identify further negative catalysts for the equity over the coming 3 months. Avoid outright long positions for now. Despite having fallen significantly themselves, Taiwan and Hong Kong's equity markets have materially outperformed Chinese investable stocks since the beginning of the year (Chart 3). However, Taiwan's outperformance trend has recently moved in the opposite direction, as global investors begin to price in the fact that tensions between the U.S. and China are strategic and long-term in nature, not merely focused on trade.1 Taiwan is extremely exposed to this rivalry, warranting a higher equity risk premium. Chart 3Taiwan's Recent Outperformance Is Likely Reversing Taiwan's Recent Outperformance Is Likely Reversing Taiwan's Recent Outperformance Is Likely Reversing Within Chinese investable stocks, low-beta equity sectors have in general continued to outperform over the past month. Our long MSC China low-beta sectors / short MSCI China trade is up 10% since initiation on June 27, and we expect further gains in the near-term. One exception to this trend is the relative performance of domestic and investable consumer staples stocks, which have recently underperformed their respective broad markets (Chart 4). The selloff has been sharp in the case of the domestic market, and has been in response to heightened fears that household consumption is weakening, a sector of the economy that heretofore had been reliably strong. In response to these developments, please note that BCA's China Investment Strategy service will be publishing a Special Report outlook detailing the outlook for the Chinese consumer next week. Chart 4Fears About Chinese Consumers Are Growing Fears About Chinese Consumers Are Growing Fears About Chinese Consumers Are Growing The Chinese government bond yield curve has bull steepened considerably since the middle of the year, although it has oscillated without a trend over the past month. To the extent that traditional interpretations of the yield curve apply similarly to China, this suggests that domestic investors are pessimistic about the growth outlook, and expect monetary policy to remain easy. For now, this supports our recommendation to avoid outright long positions in Chinese stocks. Domestic Chinese and global investors remain deeply averse to Chinese corporate bonds, and we continue to disagree that aversion is warranted. Chart 5 highlights that the ChinaBond Corporate Bond total return index remains in a solid uptrend, even for bonds rated AA-. Incredibly, panel 2 of Chart 5 illustrates that global investors who have access to onshore corporate bonds have not lost money this year in unhedged terms, despite the material weakness in the RMB since the middle of the year. We continue to recommend onshore corporate bond positions over the coming 6-12 months.2 Chart 5Chinese Corporate Bonds: A Contrarian Long Chinese Corporate Bonds: A Contrarian Long Chinese Corporate Bonds: A Contrarian Long CNY-USD rose materially last week, in response to speculation that the U.S. is readying a possible trade deal with China. Our geopolitical strategists recommend fading the odds of a near-term trade truce, implying that the odds of USD-CNY breeching 7 over the coming months are substantial. While economically meaningless in and of itself, the threshold is psychologically important and its failure to hold could spark meaningful renewed fears of uncontrolled capital outflow from China. Jonathan LaBerge, CFA, Vice President Special Reports jonathanl@bcaresearch.com 1 Please see Emerging Markets Strategy Weekly Report "EMs Are In A Bear Market," published October 18, 2018. Available at ems.bcaresearch.com. 2 Please see China Investment Strategy Weekly Report "Investing In The Middle Of A Trade War," published September 19, 2018. Available at cis.bcaresearch.com. Cyclical Investment Stance Equity Sector Recommendations