证券研究报告 |报告要点 基数及经营节奏影响下，空调 10 月内外销压力如期释放，国内龙头终端表现好于出货，产业 健康运行，价格体系稳定为主，经营面α及积极变化值得关注；出口关税压力减轻，美国开启 降息，有望带动外需，龙头 OBM 势能强劲，海外转产持续推进，修复阶段或好于线性预期。 |分析师及联系人 行业研究|行业点评研究|家用电器 产业在线 10 月空调数据简评： 压力释放，静待拐点 请务必阅读报告末页的重要声明 glzqdatemark1 2025年11月19日 证券研究报告 请务必阅读报告末页的重要声明 1 / 6 孙珊 管泉森 蔡奕娴 SAC：S0590523110003 SAC：S0590523100007 行业研究|行业点评研究 glzqdatemark2 2025年11月19日 家用电器 产业在线 10 月空调数据简评： 压力释放，静待拐点 投资建议： 强于大市（维持） 上次建议： 强于大市 相对大盘走势 -10% 3% 17% 30% 2024/11 2025/3 2025/7 2025/11 家用电器 沪深300 相关报告 1、《家用电器：从双十一看家电：韧性收官， 关注结构红利》2025 ...

Q&A 近期家电板块的表现如何？有哪些月份表现较好？ 海信家电 20251118 摘要 家电板块在业绩期前（3-4 月、7 月）通常跑赢大盘，当前市场下行风 险中，建议关注估值低位、增长稳健的公司，把握高切低机会。 2026 年家电行业核心增长点预计在海外市场，欧美需求优于新兴市场， 美国受益于《大美丽法案》和降息周期，地产相关性高，预计下半年经 济和消费将转正。 国内市场面临国补退坡压力，但龙头企业报表韧性强。双十一数据显示 价格竞争缓解，渠道库存周转良好，大规模价格战条件不具备。美的、 海尔等公司股息率较高，具备配置价值。 小家电领域，扫地机器人市场竞争格局改善，石头科技等公司通过产品 迭代（如双圆盘、活水滚筒洗地机）实现收入增长和利润率改善，建议 关注石头科技未来表现。 出口链方面，需关注特朗普关税政策影响，具备海外产能布局弹性的公 司（如海尔、美的）更具优势。今年完成产能铺设但业绩负增长的公司， 明年表现值得关注。 从 2017 年到 2024 年的数据来看，家电板块在某些月份往往表现较好，尤其 是 11 月至 12 月。这段时间机构投资者的风险偏好降低，资金流向稳健增长的 行业，如家电。此外，在业绩 ...

资金流向方面，主力资金净流出1719.46万元，特大单买入363.09万元，占比2.11%，卖出784.81万元， 占比4.55%；大单买入2475.88万元，占比14.36%，卖出3773.62万元，占比21.89%。 海信家电今年以来股价跌5.32%，近5个交易日跌2.38%，近20日涨4.51%，近60日涨7.55%。 11月17日，海信家电盘中下跌2.02%，截至13:43，报26.20元/股，成交1.72亿元，换手率0.71%，总市值 362.83亿元。 资料显示，海信家电集团股份有限公司位于广东省佛山市顺德区容桂街道容港路8号，成立日期1997年4 月21日，上市日期1999年7月13日，公司主营业务涉及冰箱、空调器及家用电器的制造和销售。主营业 务收入构成为：暖通空调48.02%，冰洗31.20%，其他主营13.40%，其他(补充)7.38%。 机构持仓方面，截止2025年9月30日，海信家电十大流通股东中，香港中央结算有限公司位居第四大流 通股东，持股2689.05万股，相比上期减少132.86万股。南方中证500ETF（510500）位居第七大流通股 东，持股673.42万股，相比上期减少9 ...

（文章来源：证券日报） 证券日报网讯海信家电11月14日在互动平台回答投资者提问时表示，管理层对公司未来发展充满信心， 目前正全力推进各项经营计划，致力于以更好的业绩回报广大投资者的信任。公司将通过扎实的工作和 持续的沟通，努力提升公司价值。 ...

Market Overview - The white goods sector experienced a decline of 0.74% on November 14, with Hisense Appliances leading the drop [1] - The Shanghai Composite Index closed at 3990.49, down 0.97%, while the Shenzhen Component Index closed at 13216.03, down 1.93% [1] Stock Performance - Aokema (600336) saw a significant increase in its closing price to 7.70, up by 5.62% with a trading volume of 668,600 shares [1] - Whirlpool (600983) closed at 10.35, up 0.78%, with a trading volume of 52,000 shares [1] - Midea Group (000333) closed at 79.23, down 0.46%, with a trading volume of 273,100 shares [1] - Gree Electric (000651) closed at 40.62, down 0.93%, with a trading volume of 351,200 shares [1] - Hisense Appliances (000921) closed at 26.74, down 1.76%, with a trading volume of 81,800 shares [1] Capital Flow - The white goods sector experienced a net outflow of 164 million yuan from institutional investors, while retail investors saw a net inflow of 129 million yuan [1] - Aokema had a net inflow of 52.74 million yuan from institutional investors, while retail investors had a net outflow of 27.33 million yuan [2] - Midea Group had a net inflow of 10.00 million yuan from institutional investors, but retail investors experienced a net outflow of 20.38 million yuan [2] - Hisense Appliances faced a net outflow of 31.43 million yuan from institutional investors, while retail investors had a net inflow of 23.60 million yuan [2]

Core Insights - Hisense's washing machine business has shown steady growth, with domestic revenue increasing by over 30% year-on-year and market share in the mid to high-end segments doubling [1] - The company achieved significant sales growth during the "618" shopping festival, with e-commerce sales rising by 83% year-on-year [1] - Hisense's overseas market performance has also been strong, with a market share of over 11% in the UK and exceeding 30% in countries like Croatia, Serbia, and South Africa [1] Product Innovation - Hisense launched the 4-in-1 heat pump washing and drying machine, the Hisense Cotton Candy Ultra, which features an integrated heat pump drying system and precise temperature control for gentle drying at 42 degrees [3] - The Hisense Cotton Candy Ultra has received multiple industry awards, including the "Best Design Award" at IFA and recognition as the top-selling model in its price segment [3] - The E8Q model, released in late September, has optimized space utilization while maintaining high drying efficiency, quickly becoming the second best-selling product within two weeks of its launch [3] Industry Recognition - Hisense washing machines have received various accolades, including being named a "Leading Brand in Healthy Laundry Care" and one of the "Top Ten Brands in the Washing Machine Industry," highlighting the company's comprehensive strength and leadership position in the sector [5]

Market Overview - Hong Kong stocks showed a positive trend, closing up 0.85% as bulls took control, indicating a lack of negative news is perceived as positive [1] - The U.S. House of Representatives is expected to vote on a compromise plan to end the longest government shutdown in U.S. history, which could restore funding to government agencies [1] - The ADP private sector employment report for October showed a decrease of 45,000 jobs, the largest drop in two and a half years, suggesting a cooling labor market and increasing expectations for a Fed rate cut in December [1] Sector Performance - The banking sector saw a rebound with major banks like Agricultural Bank of China reaching new highs, driven by long-term investments from insurance funds and public funds [1] - Consumer sectors are gaining traction, with companies like "Hushang Auntie" seeing a significant increase of nearly 29%, indicating a recovery in consumer sentiment [2] - Retail sales in Hong Kong are projected to rise by 4% year-on-year in October, benefiting retail rental stocks [3] Company Highlights - Baijie Shenzhou reported a 44.2% increase in total revenue for the first three quarters, driven by sales growth of its self-developed products [3] - Xiaomi announced a significant sales figure of over 29 billion yuan during the Double 11 shopping festival, indicating strong consumer demand [4] - The Ximangdu iron ore project, with reserves exceeding 4.4 billion tons, has commenced production, potentially altering the global iron ore supply landscape and benefiting companies like Maanshan Iron & Steel [5] Industry Developments - The Chinese commercial aerospace sector is set to advance with the upcoming maiden flight of the reusable rocket "Zhuque-3," which aims to reduce launch costs significantly [6] - The sportswear manufacturing sector is expected to see a recovery in demand, with Shenzhou International projecting a 15.3% increase in revenue for the first half of 2025 [7] - The company has expanded its overseas production capacity, with 53% of its garment output coming from international facilities, indicating a strategic shift towards globalization [8]

Group 1 - Hisense Home Appliances (00921.HK) shares increased by over 6%, specifically rising by 6.11% to reach 26.4 HKD [1] - The trading volume for Hisense Home Appliances was reported at 116 million HKD [1]

Core Viewpoint - Hisense Electric is considering merging its electronics and home appliance businesses, which has led to a significant stock price increase of over 6% [1] Financial Performance - For the first three quarters, Hisense Electric reported a revenue of 71.5327 billion yuan, representing a year-on-year growth of 1.35% [1] - The net profit attributable to shareholders for the same period was 2.8118 billion yuan, showing a year-on-year increase of 0.67% [1] - In the third quarter alone, the company achieved a revenue of 22.19 billion yuan, which is a year-on-year increase of 1.16% [1] - The net profit for the third quarter was 740 million yuan, reflecting a year-on-year decrease of 5.4% [1] Market Analysis - Huatai Securities noted that the company's performance in the third quarter was under pressure primarily due to weak central air conditioning sales and fluctuations in exports [1]

Core Viewpoint - Hisense Home Appliances is considering merging its electronic products and home appliance businesses, which has led to a significant increase in its stock price by over 6% [1] Financial Performance - For the first three quarters, the company achieved an operating revenue of 71.5327 billion yuan, representing a year-on-year growth of 1.35% [1] - The net profit attributable to shareholders for the same period was 2.8118 billion yuan, showing a year-on-year increase of 0.67% [1] - In the third quarter alone, the company reported revenue of 22.19 billion yuan, an increase of 1.16% year-on-year [1] - The net profit attributable to shareholders in the third quarter was 740 million yuan, reflecting a year-on-year decrease of 5.4% [1] Market Impact - The stock price of Hisense Home Appliances rose by 6.11%, reaching 26.4 Hong Kong dollars, with a trading volume of 116 million Hong Kong dollars [1] - Huatai Securities noted that the company's performance in the third quarter was under pressure due to weak central air conditioning sales and fluctuations in exports [1]