家用电器行业专题研究 割草机器人：技术破界，海外启航 2026 年 03 月 26 日 【投资要点】 【配置建议】 挖掘价值 投资成长 强于大市（维持） 东方财富证券研究所 证券分析师：秦一超 证书编号：S1160525040002 证券分析师：童心怡 证书编号：S1160525060002 相对指数表现 -20% -10% 0% 10% 20% 30% 2025/3 2025/9 2026/3 家用电器 沪深300 相关研究 《国内验证-产链壁垒-海外降维，三代黑 电 Mini LED 从领先迈向全面突破》 2025.12.31 《内销风雨，出海筑底，细分找α》 2025.11.28 《小米三问：生态链转变？模式取舍？横 垂之争，皆为序章》 2025.09.19 《国内风云起，见出海、见内功、见变局》 2025.06.25 《边际布局国内结构升级+出海深度价值》 2025.05.09 行 业 研 究 / 家 用 电 器 / 证 券 研 究 报 告 智能割草机器人赛道高成长性，渗透率提升空间广阔。据灼识咨询和 Euromonitor，24 年全球割草机年需求量 2018 万台、同比+8%，预计 销额 84.5 ...

根据工信部发布的数据，中国智能家电市场规模从2016年的2000亿元增长至2022年的5000亿元，六年时 间规模翻了一番。在扫地机器人、智能厨电和洗碗机三个市场，中国的市场渗透率较美国仍有提升空 间，因而也蕴含了巨大的蓝海机会。 中国消费市场在全球举足轻重 智通财经APP获悉，中原证券发布研报称，基于产业演进阶段和企业竞争禀赋，从以下三个维度提出家 电行业投资策略：一、股息友好策略;二、高成长策略;三、出海策略。目前，白电个股普遍有着低估 值、高股息的特征，兼具安全边际和股息价值。该行推荐海尔智家(600690.SH)、美的集团(000333.SZ) 和格力电器(000651.SZ)作为高股息、低估值的配置组合。考虑到高端厨电和扫地机器人细分市场的发 展前景，以及相关上市公司的技术领先和估值情况，该行推荐扫地机器人上市公司石头科技 (688169.SH)，以及高端厨电代表公司老板电器(002508.SZ)。此外，推荐海尔智家、石头科技、科沃斯 (603486.SH)作为"出海"资产的优质配置。 中原证券主要观点如下： 根据对Statista和IDC数据的交叉测算，该行认为2025年全球智能家电的市场规模约为 ...

欧洲能源涨价驱动储能需求上升—— 12W2026 周报 家用电器 投资评级:看好(维持) 最近 12 月市场表现 -12% -6% 1% 8% 15% 22% 家用电器 沪深300 分析师 孙谦 SAC 证书编号：S0160525060001 sunqian@ctsec.com 分析师 于雪娇 SAC 证书编号：S0160525080005 yuxj@ctsec.com 相关报告 1. 《重视红利与全球化》 2026-03-24 2. 《AWE2026：AI 应用深化，家电产品结 构升级——11W2026 周报》 2026-03- 15 3. 《一文读懂卧安机器人：10W2026 周报》 2026-03-09 证券研究报告 行业投资策略周报 / 2026.03.25 核心观点 核心观点 请阅读最后一页的重要声明！ ❖ 周度研究聚焦：欧洲能源涨价驱动储能需求上升 ❖ 需求端：电价压力重现，家用储能经济性提升。受中东局势影响，欧洲天然气 价格大幅上涨，荷兰 TTF 期货自 2 月底以来上涨近 75%，推升发电成本。 电力市场边际定价机制下，终端电价中枢上移，同时峰谷价差显著扩大，以西 班牙为例，峰谷价差扩大约 2 ...

家电 分析师：刘冉 登记编码：S0730516010001 liuran@ccnew.com 021-50586281 从规模到价值：智能家电行业的竞争与增长 ——家电行业深度分析 证券研究报告-行业深度分析 同步大市(首次) 资料来源：中原证券研究所，聚源 -12% -7% -2% 3% 7% 12% 17% 22% 2025.03 2025.07 2025.11 2026.03 家电 沪深300 相关报告 联系人：李智 投资要点： 风险提示：宏观与政策风险；产业竞争风险；企业经营风险和市场估值风险。 本报告版权属于中原证券股份有限公司 www.ccnew.com 请阅读最后一页各项声明 第1页 / 共22页 发布日期：2026 年 03 月 25 日 电话： 0371-65585629 地址： 郑州郑东新区商务外环路10号18 楼 地址： 上海浦东新区世纪大道1788 号T1 座22 楼 ⚫ 根据对 Statista 和 IDC 数据的交叉测算，我们认为 2025 年全球智能家电的市 场规模约为 1475 亿美元。2016 至 2026 十年间，全球智能家电的市场规模保持 了 22%的年均复合增速；随着 ...

Investment Rating - The report maintains an "Outperform" rating for the home appliance industry [2][48]. Core Insights - The AWE2026 exhibition highlighted the significant trends of "embodiment + AI" in home appliances, showcasing advancements in executing household tasks and enhancing user experience [7][48]. - The integration of AI is expected to make home appliances smarter and more humanized, with products featuring advanced perception and decision-making capabilities [26][48]. - New product categories such as consumer-grade 3D printing and smart mobility are emerging, indicating further growth potential for the industry [32][48]. Summary by Sections AWE2026 Showcases "Embodiment + AI" Trends - The AWE2026 event, held from March 12-15, 2026, in Shanghai, attracted over 1,200 exhibitors and 200,000 visitors, focusing on AI technology and smart living scenarios [7][48]. - The exhibition featured a dual-zone model, emphasizing both consumer electronics and upstream core components [7]. Embodiment Enhances Appliance Execution - Home appliances are increasingly capable of executing household tasks effectively, with companies like Haier and Hisense showcasing robots designed for various domestic scenarios [9][48]. - Haier's family service robots demonstrate advanced capabilities, such as recognizing and sorting food items, while Hisense introduced humanoid robots for commercial and domestic use [9][48]. AI Enhances Intelligence and Humanization - AI models are being integrated into home appliances to improve their decision-making and service capabilities, with products like Haier's AI Eye 2.0 and Boss Appliances' AI cooking glasses leading the way [26][48]. - The report anticipates that as AI capabilities evolve, appliances will become more intuitive and user-friendly [26][48]. Emerging Product Categories Worth Noting - The report highlights the growth of consumer-grade 3D printing, with companies like Anker and JD.com launching innovative products aimed at expanding the market [32][48]. - In smart mobility, new products such as electric scooters and water flying vehicles were introduced, showcasing advancements in personal transportation [37][48]. Investment Recommendations - The report recommends investing in leading companies with competitive advantages, including Midea Group, Haier Smart Home, Hisense, and Gree Electric for white goods; Hisense Visual for TVs; and Roborock and Ecovacs for cleaning appliances [48].

Investment Rating - The report maintains an "Outperform the Market" rating for the home appliance industry [5][6][70]. Core Views - The home appliance retail demand in China has shown signs of recovery in January and February, with a notable improvement in both domestic and export sales [2][18]. - The export value of home appliances in China increased by 9% year-on-year in the first two months, indicating a significant recovery in the export market [3][38]. - The U.S. home appliance retail sales continued to grow slightly in January, reflecting a steady recovery in consumer demand [4][44]. Summary by Sections 1. Investment Recommendations - Recommended companies include Midea Group, Haier Smart Home, TCL Smart Home, Gree Electric, and Hisense Home Appliances in the white goods sector; Hisense Visual and TCL Electronics in the black goods sector; and Roborock and Bear Electric in the small appliances sector [5][14][16]. 2. Market Performance and Trends - The home appliance sector achieved a relative return of +0.34% this week, outperforming the broader market [4][47]. - The retail sales of major home appliances showed a narrowing decline, with specific categories like air conditioners and refrigerators experiencing improved performance [2][19]. 3. Export Performance - In the first two months, the export volume of home appliances grew by 16%, with the export value reaching 119.2 billion yuan, reflecting a robust recovery [3][38]. - The average export price decreased by 4.4% to 21.1 USD per unit, indicating competitive pricing in the international market [3][38]. 4. U.S. Market Insights - U.S. retail sales for electronics and home appliances increased by 1.6% year-on-year in January, continuing a steady growth trend since the second half of 2025 [4][44]. - Inventory levels in U.S. home appliance stores have been recovering, which supports the demand for Chinese exports [4][44]. 5. Key Data Tracking - The report tracks raw material prices, noting increases in copper and aluminum prices, which may impact production costs [4][51][56]. - The shipping index for major routes has shown slight fluctuations, indicating ongoing adjustments in logistics costs [4][60].

Investment Rating - The report assigns an "Accumulate" rating for the home appliance industry [5]. Core Insights - Geopolitical conflicts and European energy transition policies are expected to catalyze opportunities in heat pumps and home storage systems. The AWE 2026 event showcased the integration of AI in home appliances, with significant advancements in AI agent applications [2][5]. - The report highlights the potential for growth in heat pump and home storage demand due to rising energy prices driven by geopolitical tensions, particularly the ongoing conflict between the US and Iran affecting LNG transport to Europe [5]. - The AWE 2026 event marked a significant upgrade in AI integration within home appliances, moving from reactive to proactive service capabilities, and expanding the interaction ecosystem beyond home environments [5]. Summary by Sections Investment Recommendations - The report suggests several investment opportunities based on the recovery of the real estate chain and the stability of leading home appliance companies. Recommended stocks include: - Midea Group (12.0X PE) - Haier Smart Home (10.2X PE) - TCL Electronics (10.4X PE) - Hisense Visual (10.4X PE) [5]. - The report emphasizes the importance of smart home appliances' international expansion, recommending companies like Roborock (13.4X PE) and Ecovacs (14.3X PE) [5]. - Companies with stable performance and upward potential include Ninebot (14.2X PE), Anfu Technology (31.9X PE), and others [5]. Market Trends - The report notes that the TTF natural gas price reached €50.12 per MWh on March 13, reflecting a 62.17% increase over the past month, indicating a significant rise in energy costs [5]. - The European Commission's approval of a new investment fund for green energy transition is expected to drive demand for heat pumps and home storage solutions [5]. - The integration of AI in home appliances is advancing, with companies achieving practical breakthroughs in embodied intelligence and expanding their operational capabilities [5]. Company Valuations - Key company valuations as of March 13 include: - Midea Group: 76.86 CNY, PE 12.0 - Haier Smart Home: 25.08 CNY, PE 10.2 - TCL Electronics: 11.72 HKD, PE 10.4 - Ecovacs: 63.70 CNY, PE 14.3 - Roborock: 132.77 CNY, PE 13.4 [6].

Investment Rating - The report maintains an "Overweight" rating for the consumer discretionary sector and the home appliance industry [6] Core Insights - The 2026 AWE showcased a shift in the home appliance industry towards AI integration and ecosystem building, indicating significant investment opportunities and potential for valuation reassessment in the tech consumer sector [1][5] - The report emphasizes that AI has transitioned from an optional feature to a critical component in product innovation, with robots moving from demonstration to practical household applications [2][3] Summary by Sections Trend 1: From "Tools" to "Partners" - Home appliances, particularly cleaning devices, are evolving to possess cognitive capabilities, sensory perception, and mechanical functions, enabling them to perform complex household tasks [2] - The next decade is projected to be a golden era for the commercialization of robots in home settings [2] Trend 2: AI Empowerment Revitalizing Traditional Appliances - Traditional appliances are shifting from passive to proactive roles, utilizing AI to understand and serve user needs [3] - Innovations include gesture-controlled TVs and AI-enhanced cooking glasses, indicating a rapid iteration of smart hardware [3] Trend 3: Moving from "Product Display" to "Ecosystem Building" - Future competition in the home appliance industry will focus on strategic vision and ecosystem integration rather than just product specifications [4] - Companies are embedding AI capabilities into various household scenarios, enhancing user experience and operational efficiency [4] Investment Opportunities - The report highlights the potential for growth in the tech consumer sector driven by AI and product innovation, recommending several companies for investment, including TCL Electronics, Ecovacs, and Midea Group [5][8] - Companies with strong ecosystem advantages are expected to capture market share, while undervalued tech consumer firms may experience valuation reassessment [5]

Core Insights - The 2026 AWE showcased a significant shift towards robotics and AI in the home appliance sector, with major brands like Haier, Midea, and TCL prominently featuring these technologies [2][4][10] - A new standard for smart home interoperability was introduced, aiming to unify communication between devices from different brands, addressing a major pain point in the industry [3][14][15] Group 1: Robotics and AI Innovations - The AWE featured over 60 robot models from various companies, indicating a growing trend of traditional appliance manufacturers entering the robotics space [2][5] - Notable products included the "Eight Realms" robot from Ecovacs, which integrates AI capabilities for task planning, and Haier's "Havva" series of household service robots [4][5] - AI is being integrated into traditional appliances, such as TCL's flagship TV that uses AI for automatic picture adjustments and air conditioners that monitor sleep patterns [10][12] Group 2: Industry Standards and Interoperability - The GIIC alliance announced the OneConnect standard, which aims to facilitate device interoperability across different brands, addressing the current lack of cross-brand communication [14][15] - The standard includes specifications for device access, control interfaces, and safety requirements, covering nearly 200 product categories [16][15] - The push for these standards is driven by both government initiatives and the recognition among companies that collaboration is essential for industry growth [18][19] Group 3: Market Trends and Future Directions - The home appliance industry is at a transformative point, with AI becoming a core driver of innovation, as highlighted by industry leaders during the AWE [19] - The focus is shifting from merely adding smart features to creating products that address consumer pain points and enhance value [10][19] - The establishment of the OneConnect standard is expected to lead to a more cohesive smart home ecosystem, enhancing user experience and driving market growth [17][18]

Investment Rating - The report assigns an "Accumulate" rating for the home appliance manufacturing industry [4]. Core Insights - The integration of AI with traditional home appliances is advancing, moving from "responding to commands" to "proactive service" [2][4]. - Companies leading in AI integration are expected to reshape their valuation systems [2]. - The report highlights the practical breakthroughs of embodied intelligent robots, which are now capable of executing complex household tasks [4]. - There is a trend towards cross-domain integration, expanding from a "home ecosystem" to a "people-vehicle-home-outdoor" interconnected system [4]. - Interaction methods are evolving from centralized devices to more convenient, unobtrusive, and biometric recognition wearable devices [4]. Summary by Sections Trends in AI and Home Appliances - AI and traditional home appliances are merging, enhancing their capabilities to actively perceive, decide, and execute tasks [4]. - Embodied intelligent robots are transitioning from mere demonstrations to practical applications, addressing complex household tasks like cleaning and cooking [4]. Cross-Domain Integration - The home appliance ecosystem is expanding to include smart travel and outdoor devices, creating a comprehensive management system for home cleaning, cooking, and short-distance travel [4]. Interaction Evolution - The interaction interface is shifting from centralized devices to lightweight, unobtrusive wearable technology, enhancing user experience through AI capabilities embedded in everyday items [4]. Investment Recommendations - The report recommends investing in companies that are actively integrating AI into their products, such as Midea Group, Haier Smart Home, Boss Electric, Hisense Visual, and TCL Electronics [4]. - It also highlights opportunities in AI glasses and embodied intelligence sectors, recommending companies like Ecovacs, Roborock, Ninebot, and Anfu Technology [4]. Valuation Table - The report includes a valuation table for key companies, indicating their earnings per share (EPS) and price-to-earnings (P/E) ratios, all rated as "Accumulate" [5].