Investment Rating - The report maintains an "Outperform" rating for the industry [1] Core Insights - The demand for lawn and pool robots is surging due to technological upgrades, with domestic companies competing vigorously [5] - The global lawn mower market is projected to reach $10 billion by 2024, with a compound annual growth rate (CAGR) of 2% from 2013 to 2023 [3] - The penetration rate of robotic lawn mowers is expected to increase significantly, driven by advancements in technology [3][29] Summary by Sections 1. Overseas Lawn Demand and Market Size - The lawn care culture in Europe and the U.S. has led to a substantial market for lawn mowers, with 180 million private gardens [3][12] - The global lawn mower market is expected to reach approximately $10.8 billion in 2024, with a CAGR of 2.1% from 2013 to 2023 [13][15] 2. Rapid Iteration of Boundaryless Smart Lawn Mowers - The introduction of RTK satellite differential positioning technology has significantly improved the performance of robotic lawn mowers, leading to a sales explosion [3][30] - By the first half of 2025, global sales of robotic lawn mowers are expected to grow by 327% year-on-year, reaching 2.34 million units [29] 3. Competitive Landscape of the Robotic Lawn Mower Industry - Traditional leaders like Husqvarna and Worx still hold significant market share, but domestic companies such as Ninebot, Ecovacs, and Mamotion are rapidly gaining ground [40][42] - Domestic companies are leveraging technological advantages and innovative product iterations to capture market share in overseas markets [42] 4. Pool Robot Market Dynamics - The global pool robot market is projected to reach $2.5 billion by 2024, with a CAGR of 16% from 2019 to 2024 [6] - The penetration rate of pool robots is expected to rise from 18% in 2019 to 26% in 2024, with further growth anticipated by 2029 [6] 5. Investment Recommendations - The report suggests focusing on companies like Stone Technology, Guangfeng Technology, and Ecovacs, which are well-positioned to benefit from the technological advancements in the industry [5]

2025年10月08日 证券研究报告 | 割草机器人&泳池机器人行业专题 技术升级推动需求爆发，国内企业群雄逐鹿 行业研究 · 行业专题 家用电器 投资评级：优于大市（维持） 证券分析师：陈伟奇 0755-81982606 chenweiqi@guosen.com.cn S0980520110004 证券分析师：王兆康 0755-81983063 wangzk@guosen.com.cn S0980520120004 证券分析师：邹会阳 0755-81981518 zouhuiyang@guosen.com.cn S0980523020001 联系人：李晶 lijing29@guosen.com.cn 摘要 海外割草需求旺盛，全球割草机百亿美元规模 请务必阅读正文之后的免责声明及其项下所有内容 ➢ 欧美草坪文化盛行，私人花园存量达1.8亿个，草坪修剪成为高频刚需，由此催生出规模庞大的割草机等户外动力工具市场。根据欧睿及公司 公告数据测算，预计2024年全球割草机规模在100亿美元，2013-2023年复合增长2%。虽然行业发展较为成熟，但品类结构的变迁悄然来临。割 草机主要三大品类中，手持式/骑乘式销额占比超 ...

Group 1 - The core idea is that despite a perceived economic downturn, certain industries are thriving and generating significant profits, particularly in Japan and China [2][3][29] - The concept of a "low-desire society" does not equate to a lack of opportunities; instead, it presents unique business prospects [3][29] - Consumption patterns are shifting, with a focus on second-hand markets and affordable luxury items, indicating a migration of demand [4][5][6][7][8] Group 2 - The second-hand economy is booming, with platforms like Xianyu and Zhuanzhuan seeing substantial growth in user activity and transaction volume [8][9] - The pet economy is flourishing, with brands like Inaba in Japan and Guobao in China experiencing strong sales, reflecting a shift in spending priorities towards pet care [10][11][12] - The adult care market is expanding, particularly in China, with products like adult diapers showing significant growth potential [13][14][15] Group 3 - Health food and beverage sectors are rising due to changing demographics and increased health awareness, with brands like Dongfang Shuye and Jianchun gaining traction [17][18][19] - The beauty and personal care market is thriving, with products like Ulike hair removal devices achieving substantial sales [20] - Outdoor and leisure products are seeing increased demand, with brands like Kailas and Camel experiencing rapid sales growth [21] Group 4 - The emotional economy is gaining traction, with brands like Labubu and Rio catering to consumers seeking comfort and enjoyment [22][23] - The convenience economy is on the rise, with frozen food brands and smart home appliances addressing the needs of younger generations who prioritize time-saving solutions [25][26][27][28] - The overall trend indicates that in a low-desire market, time-saving innovations may hold more commercial value than cost-saving measures [28][29]

Group 1 - The report highlights that Chinese "manufacturing hard consumption" companies are entering a golden development period for globalization, transitioning from "product export" to "brand export" due to technological accumulation, supply chain advantages, and global layout [1][2] - The Chinese government has introduced favorable policies to support the globalization of manufacturing hard consumption enterprises, including guidance on brand internationalization and cross-border trade facilitation [2][3] - In 2024, policy support will focus on cross-border e-commerce and overseas warehouse construction, addressing challenges in overseas storage and distribution for enterprises [3][4] Group 2 - Chinese manufacturing hard consumption enterprises have developed a multi-faceted overseas expansion model characterized by "technological breakthroughs, localized production, and brand upgrades," with significant global factory layouts [3][4] - The innovation capabilities of Chinese companies in the consumer electronics and smart hardware sectors are gaining global recognition, with products like robotic vacuum cleaners and portable chargers consistently ranking as best sellers on cross-border e-commerce platforms [4][5] - The report identifies three major opportunities for the globalization of Chinese manufacturing hard consumption during the 15th Five-Year Plan period: the release of demand in emerging markets, product premiumization driven by technological upgrades, and the improvement of cross-border e-commerce and overseas warehouse systems [5][6] Group 3 - The globalization of Chinese manufacturing hard consumption is evolving from simple "product output" to "standard output" and "service output," with companies participating in the formulation of global industry standards and establishing comprehensive after-sales service networks [5][6] - The report emphasizes that the globalization journey of Chinese manufacturing hard consumption enterprises has entered a new phase, supported by policies, industrial foundations, and innovation vitality, positioning them as key players in the global consumption market [6][7] - The report outlines a comprehensive policy framework to support the internationalization of the domestic consumption industry, facilitating the transition from "product export" to "capacity export" and "brand export" [24][25]

Group 1 - The monthly "golden stocks" list reflects the comprehensive research strength and stock selection ability of various brokerages, with 111 stocks included as of October 1, 2023 [1] - Notable stocks attracting institutional attention this month include Hikvision, Stone Technology, Huayou Cobalt, Ecovacs, and Luoyang Molybdenum, with sectors like electronics, automotive, and pharmaceuticals receiving broker recognition [1][2] - Institutions believe that favorable factors for A-share performance are still in play, with expectations for the market center to rise in October due to technological industry catalysts and long-term policy layout windows [1][6] Group 2 - Hikvision, Stone Technology, Huayou Cobalt, Ecovacs, and Luoyang Molybdenum received recommendations from two brokerages each, including Everbright Securities and Guojin Securities [2][3] - The electronic sector, including stocks like Zhaoyi Innovation and SMIC, is favored by brokerages, with expectations for a strong performance in the fourth quarter due to traditional seasonal demand [4] - All 11 brokerage "golden stock" combinations have recorded positive returns year-to-date, with the top five being KSY Securities, Huaan Securities, Dongxing Securities, Everbright Securities, and China Galaxy [5] Group 3 - Institutions are optimistic about the "Red October" market, with catalysts for A-share performance continuing, and a potential upward shift in market structure expected [6] - Factors such as the calendar effect of the National Day holiday and the initiation of a Federal Reserve rate cut cycle are seen as supportive for market sentiment [6] - The liquidity outlook remains positive, with expectations for continued inflows into the market, and a structural rally may re-emerge after addressing short-term valuation issues [6]

Core Viewpoint - The competition landscape for Chinese cleaning appliance manufacturers has shifted from online traffic and technology iteration in the domestic market to channel coverage and service capabilities in overseas markets like Vietnam [1][14]. Group 1: Market Dynamics in Vietnam - In Vietnam, the sales strategy for cleaning appliances, particularly robotic vacuums, relies heavily on offline channels, with approximately 70% of sales coming from physical stores [6][10]. - The local market is characterized by a trust network built on specific locations and personal relationships, making face-to-face service crucial for consumer confidence [9][12]. - The penetration rate of robotic vacuums in Vietnam is currently below 10%, indicating significant growth potential as the market matures [16][18]. Group 2: Competitive Landscape - Chinese brands like Ecovacs, Roborock, and others have captured over 80% of the Southeast Asian robotic vacuum market, with Ecovacs holding a market share exceeding 40% in Vietnam [6][13]. - The competitive pressure from traditional brands like iRobot has diminished in the robotic vacuum segment, allowing Chinese companies to dominate [13][14]. Group 3: Sales and Distribution Strategy - Ecovacs employs a "single country single agent" model in Vietnam, partnering with a local distributor to manage marketing, sales, and after-sales service, which allows for a more localized approach [11][12]. - The company has established over 1,000 sales points in Vietnam, primarily through small family-run stores, enhancing community engagement and trust [10][12]. Group 4: Future Outlook - The cleaning appliance industry is expected to experience intense competition for the next three to five years, with opportunities for growth in overseas markets as domestic markets stabilize [16][17]. - The average income in Vietnam allows consumers to invest in cleaning appliances, with a willingness to spend on products that enhance their lifestyle [13][16].

家用电器，简称家电，是指以电能来进行驱动(或以机械化动作)的家庭电器用具，可帮助执行家庭杂务。 家电基本上可以分为大型家电和小家电。大型家电与小家电相比体积较为宽大，不易运送且较常固定摆 放在一个位置，此外也可能因其耗电量较大而需要有特殊的装置或插头来供应电力。小家电是指一个相 对于"大家电"、"白电"、"黑电"的俗称，同时也是相对的概念，其基本特点是体积较小，价值较小，用电 量较小。本文对于小家电概念界定如下：小家电指的是体积较小、功率较小且便于携带的，主要用于提 升家庭生活品质或者个人生活质量及体验的家用电器。 依据小家电产品的功能、用途可以将小家电行业划分为厨房小家电、家居小家电、个人护理小家电。具 体产品介绍如下。 图表1：小家电分类 | 獎訓 | 产品 | | --- | --- | | 厨房小家电 | 酸奶机、煮蛋器、电热饭盒、豆浆机、电热水壶、电压力煲、豆芽机、电磁炉、电饭煲、电饼档、 烤饼机、消毒碗柜、榨汁机、电火锅、微波炉、多功能食品加工机等。 | | 家居小家电 | 电风扇、音响、吸尘器、电暖器、加湿器、空气清新器、饮水机、净水器、电动晾衣机等。 | | 个人护理小家电 | 电吹风、电动剃 ...

Core Viewpoint - The domestic home appliance market in China shows resilience with both volume and revenue growth driven by the "trade-in" policy, although there is significant internal differentiation within the small home appliance sector [1] Group 1: Market Performance - In the first half of 2025, the total revenue of 22 listed white goods companies reached 60.909 billion yuan, an increase of 12.1% compared to the same period in 2024 [1] - The total revenue of 10 kitchen small appliance companies was 29.391 billion yuan, with a net profit of 1.930 billion yuan, representing increases of 3.4% and 6.7% respectively compared to the first half of 2024 [1] Group 2: Company Performance - Companies such as Joyoung, Rainbow Group, Beike, and Beiyikang experienced declines in both revenue and net profit, with Beike and Beiyikang turning from profit to loss [1] - Supor led in revenue with 11.478 billion yuan, 1.32 times that of the second-ranked Ecovacs, and nearly 3.7 billion yuan higher than the third-ranked Xinbao [1] Group 3: Cost Control - Small appliance companies generally saw an increase in operating costs, with about half of the companies experiencing a growth rate in costs that exceeded revenue growth [1] - Dechang's operating cost ratio was notably high at 86.0%, with a sales gross margin decrease of 3.7 percentage points to 14.0% [1] Group 4: Expense Efficiency - Companies like Feike Electric, Aishida, Rainbow Group, and Joyoung reduced sales, management, and R&D expenses year-on-year, while others like Beike, Ecovacs, and Stone Technology saw all three types of expenses increase [1] - ST Dehao had the highest management expense ratio at approximately 15.0% among the 22 companies, but also recorded the largest decrease in management expenses compared to the first half of 2024 [1] Group 5: R&D Investment - The R&D expense ratio for small appliance companies generally remained between 2.5% and 6.0%, with Beike reaching 9.0%, and Stone Technology and Beike also above their peers at 8.7% and 7.0% respectively [1] Group 6: Profitability - Ecovacs and Supor had similar net profits of 979 million yuan and 940 million yuan respectively, outperforming competitors in the same segment [1] - Feike Electric led in sales net profit margin at 15.2%, a slight increase of 1.6% compared to 2024, while Beike ranked last with -9.4% [1] Group 7: Cash Flow and Inventory Management - Companies like Ecovacs, Bear Electric, Biyi, and Aishida reported positive operating cash flow, while others like Beike and Rainbow Group experienced net cash outflows from operating activities [1] - Rainbow Group's inventory turnover days increased significantly to 338 days, with a year-end inventory balance of approximately 567 million yuan [1]

近日，京东物流旗下一站式服务平台"京东服务+"与科沃斯机器人达成战略合作，在扫地机器人领域率先推出"送装一体"一站式服务。消费者在京东自营店铺购买科沃斯机器人产品，将由"京东 近年来，智能清洁家电逐渐走进更多家庭。消费者在购买相关产品时，不仅期待产品及时快速送达，更希望获得专业的上门安装与使用指导。京东物流也在多年沉淀的大件家电家居仓配一体、送 本次签约仪式在河北"京东服务+"技术培训认证中心举行。近年来，"京东服务+"持续完善工程师培训体系，课程内容涵盖服务规范、产品知识、实操技能及突发情况应对，培训范围也正从空调 此次"京东服务+"与科沃斯的合作，是末端"送装一体"服务拓展至智能家电品类的重要一步。未来，"京东服务+"将继续秉持"好服务，为生活加分"的理念，携手更多优质品牌，为用户提供更安 本次合作，"京东服务+"也将通过成熟的"送装一体"模式，为智能中小家电商家及用户解决配送与安装脱节，服务链条分散等需求，助力品牌提升交付体验与服务效率。在末端配送环节,将有专 作为智能清洁家电的领先品牌，科沃斯长期坚持产品与服务创新；"京东服务+"则已形成涵盖家电、家居、3C、新能源等多个品类的安装、清洗、维修、回收与 ...

Group 1 - Consumers purchasing Ecovacs robot products from JD's self-operated stores will receive "delivery and installation" services provided by "JD Services+" [1]