Investment Rating - Industry Rating: Outperform the market (maintained rating) [5] Core Insights - The governance improvement of Hisense Group is supported by mixed ownership reform, and the leadership's involvement in listed entities is beneficial for long-term development [1][2] - Hisense Group's diversified business layout and effective international brand strategy have shown significant results [3][26] - The group's revenue for 2024 is projected to reach 214.3 billion yuan, with substantial contributions from both listed entities, Hisense Visual and Hisense Home Appliances [3][29] - The overseas revenue for Hisense Group is expected to be 99.6 billion yuan, accounting for 46.5% of total revenue, with a strong focus on brand internationalization [3][31] Summary by Sections Shareholder Structure - Hisense Group has a diverse shareholder structure, including natural persons (31.0%), Hisense Group Co., Ltd. (26.8%), and Qingdao New Feng Information Technology Co., Ltd. (24.4%) [1][12] - The mixed ownership reform initiated in May 2020 has transitioned the group to a state without a controlling shareholder, enhancing governance and operational efficiency [2][17] External Investment - Hisense Group operates in various sectors, including information technology services, manufacturing, wholesale and retail, real estate, leasing and business services, and finance [3][26] - The international marketing subsidiary has been pivotal in expanding Hisense's brand presence globally since the establishment of its internationalization strategy in 2006 [3][31] Financial Performance - The projected revenue for 2024 is 214.3 billion yuan, with Hisense Visual and Hisense Home Appliances contributing 58.53 billion yuan and 92.75 billion yuan, respectively [3][29] - The overseas revenue is expected to reach 99.6 billion yuan, representing 46.5% of total revenue, with a significant portion coming from the two main listed entities [3][31] Market Trends - Recent policy changes, including interest rate cuts, are expected to stabilize demand in the real estate sector, positively impacting home appliance sales [4] - The upcoming promotional events, such as the 618 shopping festival, are anticipated to drive demand in key segments like air conditioning and cleaning appliances [4]
25W19周度研究:海信系的治理改善、业务布局复盘-20250514