CAITONG SECURITIES·2025-09-11 10:29Core Insights - The home appliance industry shows steady revenue growth with a net profit margin stability, with 1H2025 revenue and net profit reaching 868.5 billion and 70.3 billion yuan, respectively, representing year-on-year increases of 8.4% and 12.9% [5][11][15] - The white goods sector demonstrates robust growth, particularly in domestic sales, with significant increases in air conditioning, refrigerators, and washing machines, while export growth has slowed [5][27][35] - The small appliance sector, especially cleaning appliances, has seen rapid growth, with revenues increasing by 28.4% year-on-year, while traditional small appliances face challenges [5][45][47] Industry Overview - The overall revenue and net profit of the home appliance sector increased, with a gross margin of 24.1% and a net profit margin of 8.1% in 1H2025, showing a slight decline in gross margin but an increase in net profit margin compared to the previous year [5][11][12] - The operating cash flow improved significantly, reaching 93.7 billion yuan, a year-on-year increase of 51.1% [11][12] White Goods Sector - The white goods sector's revenue and net profit for 2Q2025 increased by 13.8% and 5.9% year-on-year, respectively, although growth rates have slowed compared to 1Q2025 [35][37] - Domestic sales for air conditioning, refrigerators, and washing machines showed notable growth, with air conditioning sales reaching 39.2 million units, up 12% year-on-year [27][28][32] Small Appliances Sector - The cleaning appliance segment has experienced rapid growth, with key players like Ecovacs and Roborock showing year-on-year revenue increases of 37.6% and 73.8%, respectively [45][46] - Traditional small appliances are under pressure, with a slight decline in revenue, highlighting a shift in consumer preference towards cleaning appliances [45][47] Black Goods Sector - The black goods sector reported stable revenue growth of 1.8% in 2Q2025, but net profit declined by 9.0%, indicating pressure on profitability [53] - Haier Vision led the sector with revenue and net profit growth of 8.6% and 36.8%, respectively, outperforming competitors [53] Investment Recommendations - The report suggests focusing on companies with strong domestic and overseas sales growth, particularly in the cleaning appliance category and those with robust supply chains and manufacturing capabilities [5][21][45] - Key companies to watch include Midea Group, Haier Smart Home, Gree Electric, and Ecovacs in the small appliance sector [5][17]