Guoxin Securities·2025-10-20 07:25Investment Rating - The report maintains an "Outperform" rating for the home appliance industry [5][6]. Core Views - The home appliance sector is experiencing a mixed performance, with major appliances under pressure due to high base effects from last year, while small appliances continue to show growth. The upcoming Double Eleven shopping festival is expected to further boost sales in small appliances [1][12]. - The export value of home appliances in September saw a decline of 9.6%, with air conditioning exports particularly affected, while refrigerators and washing machines showed positive growth [3][40]. - The report highlights the resilience of the home appliance sector despite external challenges, with expectations for continued growth potential in overseas markets as companies expand their global presence [12][40]. Summary by Sections 1. Investment Rating - The home appliance industry is rated as "Outperform" [5]. 2. Market Performance - In September, retail sales of major appliances declined by approximately 20% due to high base effects, while small appliances like rice cookers and air fryers saw growth of 6.1% and 27.7% respectively [1][18]. - The Double Eleven shopping festival has been extended, allowing consumers more time to make purchases, which is expected to benefit sales [2][36]. 3. Export Performance - Home appliance exports fell by 9.6% in September, with air conditioning exports down 23.2%. However, washing machines and vacuum cleaners continued to grow by over 10% [3][40]. - The report notes that the actual overseas sales performance may be better than export figures suggest, as companies are diversifying their production and sales channels [40]. 4. Key Company Recommendations - Recommended companies include Midea Group, Gree Electric Appliances, Haier Smart Home, and TCL for white goods; Boss Electric for kitchen appliances; and Roborock and Ecovacs for small appliances [4][12][13].