海尔智家（600690）：2024年报点评：全球化大视野稳健经营，管理层创新营销带来新生机

Investment Rating - The investment rating for Haier Smart Home is "Buy" (maintained) [1] Core Views - The report highlights that Haier Smart Home's performance in 2024 was below expectations, with total revenue of 285.98 billion yuan, a year-on-year increase of 4%, and a net profit attributable to shareholders of 18.74 billion yuan, a year-on-year increase of 13% [6] - The company is focusing on domestic market opportunities through trade-in programs and expanding its presence in overseas markets, achieving a total overseas revenue of 143.81 billion yuan, a year-on-year increase of 5.43% [6] - The management team is innovating marketing strategies to enhance brand value and consumer connection, which is expected to drive future growth [6] Financial Data and Profit Forecast - Total revenue forecast for 2025 is 305.13 billion yuan, with a projected year-on-year growth rate of 6.7% [5] - The net profit attributable to shareholders is expected to reach 21.55 billion yuan in 2025, reflecting a year-on-year growth of 15% [5] - The gross profit margin for 2024 was 27.8%, an increase of 0.3 percentage points year-on-year, attributed to product structure upgrades and enhanced brand premium capabilities [6]