EBSCN·2025-07-22 10:09Investment Rating - The report maintains a "Buy" rating for Haier Smart Home (600690.SH) with a current price of 26.05 CNY and a target price of 35.54 CNY [1]. Core Views - Haier Smart Home is positioned to benefit from the increasing demand for air conditioning in Europe due to climate change, with the company holding significant market shares in Eastern and Western Europe [5][6]. - The report highlights that the air conditioning penetration rate in Europe is significantly lower than in other major economies, indicating substantial growth potential [5]. - The extreme heat conditions in Europe are expected to further drive the demand for air conditioning, with projections showing a doubling of air conditioning units in the EU by 2050 [5][6]. Summary by Sections Market Performance - The report notes that Haier's air conditioning business is experiencing significant growth, particularly in Eastern Europe where it holds a 34% market share, and 9% in Western Europe, ranking first and second respectively [6]. - The penetration rates for air conditioning in Western and Eastern Europe have increased by 8 and 11 percentage points compared to 2019 [5]. Financial Forecasts - The report projects Haier Smart Home's net profit for 2025 to be 21.5 billion CNY, with a corresponding PE ratio of 11 [7]. - Revenue is expected to grow from 261.43 billion CNY in 2023 to 307.31 billion CNY in 2025, reflecting a growth rate of 7.46% [8]. Competitive Positioning - Haier's competitive advantage in Europe is attributed to its "three-in-one" strategy of localized R&D, manufacturing, and marketing, which has allowed it to adapt products to local needs effectively [6]. - The company has established a strong service network in Russia, with 196 service centers across more than 120 cities [6]. Industry Trends - The report emphasizes that the air conditioning market in Europe is underpenetrated compared to China (97%), the US (92%), and Japan (96%), suggesting a significant opportunity for growth [5][10]. - The International Energy Agency (IEA) predicts that the number of air conditioning units in the EU will increase to 275 million by 2050, more than double the number in 2019 [5].