GREE(SZ:000651) Jing Ji Guan Cha Bao·2025-09-05 06:16Core Viewpoint - Gree Electric Appliances emphasizes a long-term value strategy over participating in price wars, maintaining optimism for future growth despite a slight decline in revenue [1][2][7]. Financial Performance - In the first half of 2025, Gree reported revenue of approximately 973 billion yuan, a year-on-year decrease of 2.46%, while net profit attributable to shareholders was about 144 billion yuan, reflecting a year-on-year increase of 1.95% [1][2]. - The net profit margin and earnings per share have improved compared to the previous year [2]. Strategic Approach - Gree's strategy is encapsulated in three key terms: structure, efficiency, and discipline [4]. - Structure: Focus on healthy home appliances and high-quality supply, promoting categories like air conditioning, refrigeration, washing, and purification [4]. - Efficiency: Enhanced operational precision and tighter supply chain collaboration have positively supported profit formation [5]. - Discipline: Maintaining a value baseline in price wars, prioritizing profit and quality over short-term sales [6]. Market Positioning - Gree has consistently avoided impulsive participation in price wars, positioning itself as a long-term value player in the market [7]. - The company has undertaken three main initiatives: 1. Upholding product and service quality standards [8]. 2. Strengthening brand recognition and consumer memory [8]. 3. Ensuring operational quality with a focus on profit margins and customer satisfaction [8]. International Growth - Gree's overseas revenue reached 163.35 billion yuan in the first half of the year, marking a 10.19% increase year-on-year, with 70% of exports attributed to its own brand [10]. - The company aims to transition from selling capacity to selling brand value, enhancing its bargaining power and customer loyalty [10]. Second Growth Curve - Gree's second growth curve includes industrial products and green energy, with revenue of 95.91 billion yuan in this segment, reflecting a 17.13% year-on-year increase [11]. - The smart equipment segment also showed strong growth, with a revenue increase of 20.90% [11]. Channel Strategy - The "Dong Mingzhu Healthy Home" initiative focuses on upgrading channels from single product sales to solution-based offerings, with a principle of "same model, same price, same service" [12]. - The integration of online and offline channels is set to enhance long-term customer relationships [12]. Financial Quality and Shareholder Returns - The steady growth in profit and net profit margin indicates a solid foundation of operational quality and brand premium [13]. - Earnings per share increased to 2.60 yuan, reflecting the company's commitment to shareholder returns and long-term value [13]. Future Outlook - Gree plans to focus on structure, brand, channels, and international expansion while maintaining a cautious yet optimistic outlook for the future [14]. - The company believes that the quality of growth is more important than growth itself, aligning with its long-term vision [14].