Guoxin Securities·2025-05-20 02:50Investment Rating - The report maintains an "Outperform the Market" rating for the home appliance industry [4][6][57]. Core Views - The home appliance retail demand in China accelerated in April, with online and offline sales increasing approximately 20% year-on-year. The 618 shopping festival started earlier this year, extending the promotional period [1][18]. - The export value of home appliances in April slightly decreased by 2% due to the impact of U.S. tariffs, but categories like air conditioners and washing machines continued to show strong growth [2][22]. - The 618 shopping festival has simplified rules and started earlier, with major platforms like Tmall and JD.com adjusting their promotional strategies to enhance consumer engagement [3][33]. Summary by Sections Retail Demand Growth - In April, the online and offline retail sales of home appliances grew by 21.8% and 18.6% year-on-year, respectively. Cumulatively, from January to April, the growth was 9.1% and 14.8% [1][18]. - The growth in retail volume and price was significant, driven by national subsidy policies, with online and offline retail volumes increasing by 6.5% and 10.8% year-on-year in April [1][18]. Export Performance - The export value of home appliances in April saw a year-on-year decline of 1.7%, marking the first drop since the recovery began in 2023, primarily due to U.S. tariffs. However, the impact was relatively limited [2][22]. - Categories with lower reliance on U.S. markets, such as air conditioners and washing machines, experienced growth, with air conditioner exports increasing by 11.9% and washing machines by 9.6% [2][22]. 618 Shopping Festival - The 618 shopping festival commenced on May 13, with a longer promotional period and simplified rules. Tmall reintroduced pre-sale options, while JD.com added a new shopping season to enhance consumer participation [3][33]. - The promotional strategies focus on straightforward discounts, eliminating complex conditions to encourage consumer spending [3][33]. Key Company Recommendations - Recommended companies in the white goods sector include Gree Electric Appliances, Midea Group, Haier Smart Home, TCL, and Hisense. For kitchen appliances, Boss Electric is recommended, while for small appliances, Bear Electric, Roborock, and Xinbao are highlighted [4][14][57].