GREE(SZ:000651) Changjiang Securities·2025-09-03 15:25Investment Rating - The investment rating for the company is "Buy" and is maintained [9]. Core Insights - The company reported a revenue of 97.325 billion yuan for the first half of 2025, a year-on-year decline of 2.46%. The net profit attributable to shareholders was 14.412 billion yuan, an increase of 1.95% year-on-year. The net profit excluding non-recurring items was 13.946 billion yuan, a growth of 0.59% year-on-year. In the second quarter of 2025, the revenue was 55.818 billion yuan, down 11.99% year-on-year, with a net profit of 8.508 billion yuan, a decrease of 10.07% year-on-year [2][6]. Summary by Sections Revenue Performance - The company experienced a revenue decline of 2.46% in H1 2025, with consumer electronics revenue down 5.09%, while industrial products and green energy grew by 17.13%, and smart equipment increased by 20.90%. Domestic revenue fell by 5.27%, but overseas revenue rose by 10.19%, with self-owned brands accounting for nearly 70% of export sales [12][12]. Channel Reform and Strategy - The company is actively promoting channel innovation and upgrades, focusing on live e-commerce and social e-commerce while enhancing its own online platform's user operation system. Offline, it is upgrading "Dong Mingzhu Health Home" stores to showcase a full range of health appliances, aiding the transition from air conditioning to a comprehensive home appliance brand [12][12]. Profitability and Financial Health - In H1 2025, the company's gross margin decreased by 0.88 percentage points. However, the sales expense ratio fell by 0.65 percentage points, indicating improved operational efficiency. The operating profit for H1 was 13.235 billion yuan, down 2.16% year-on-year, but the operating profit margin increased by 0.04 percentage points [12][12]. Future Outlook - The company has established a multi-brand industrial matrix covering consumer goods and industrial equipment, with a positive outlook supported by national subsidies. The projected net profits for 2025-2027 are 34.406 billion, 36.936 billion, and 40.220 billion yuan, respectively, with corresponding price-to-earnings ratios of 6.76, 6.30, and 5.78 [12][12].