Changjiang Securities·2025-07-27 02:11Investment Rating - The report maintains a "Buy" rating for the company [15]. Core Viewpoints - The company's home appliance business has shown significant growth, evolving from a supplementary role in the IoT ecosystem to a crucial component of the "human-vehicle-home" strategy. The company has established a competitive advantage through its ecosystem model, popular product strategy, and effective marketing capabilities. With the development of its automotive business, the company is expected to optimize its offline channel system and actively promote its large appliance export plans, enhancing the long-term growth potential of the home appliance segment [3][9][39]. Summary by Sections Home Appliance Business: Strategic Upgrade and Scale Breakthrough - The company has built a comprehensive "human-vehicle-home" ecosystem over more than a decade, with home appliances as a core business. The smart home appliance business is projected to achieve a CAGR of 48.8% from 2020 to 2024. The company has achieved full category coverage in home appliances, primarily developing white and black goods in-house while utilizing an ecosystem model for other categories [9][20][26]. External Factors: Differentiated Positioning and Market Trends - The company has rapidly gained market share in a mature domestic home appliance industry due to two main external factors: a cautious consumer environment leading to a preference for high cost-performance products and a shift in leading companies focusing more on profitability, which has created favorable conditions for the company [10][40]. Internal Factors: Ecosystem Support and Innovation - The company's competitive edge in home appliances is attributed to three main aspects: rapid category expansion through its ecosystem model, a successful product strategy that allows for cost advantages, and strong marketing and user operation capabilities that enable quick capture of consumer demand [11][39]. Growth Potential: Initial Foundation and Promising Outlook - The home appliance segment has significant growth potential, with high penetration rates in certain categories and room for expansion in others. The company is expected to see strong growth in online markets for air conditioners, dishwashers, and electric ovens, supported by the optimization of offline channels and global expansion of large appliances [12][39]. Investment Recommendation: Seizing Multi-Dimensional Development Potential - The company has established a leading global platform for smart terminals, with steady growth in its IoT business. The cautious consumer environment and the industry's focus on profitability provide a favorable backdrop for the company's development. The home appliance business is expected to deliver strong growth momentum in the long term, supported by the anticipated high growth of its smartphone and IoT business, as well as rapid expansion in the automotive sector. The projected net profits for 2025-2027 are estimated at 42.39 billion, 55.75 billion, and 70.08 billion respectively, with corresponding PE ratios of 32.6, 24.8, and 19.7 [13][39].