耐用品2026年策略：坚定出海搏增长，关注美洲与新兴市场机遇

Core Viewpoint - The outlook for 2026 indicates that high base effects will suppress performance in the first half of the year, with the impact of the real estate sector leading to a situation where external sales may recover before domestic demand [2][4]. Group 1: Industry Performance Overview - As of November 2025, the cumulative growth of the home appliance and light manufacturing industries has not outperformed the CSI 300 index, with light manufacturing showing a notable advantage over home appliances [2][3]. - The domestic demand for durable consumer goods, particularly in home appliances and home furnishings, is expected to weaken due to the continuous decline in housing completion data and diminishing effects of government subsidies [2][4]. Group 2: Domestic Demand and Real Estate Impact - The potential for new rounds of housing purchase restrictions and stimulus policies has increased following a rapid decline in residential sales price indices in October 2025, which may help related sectors achieve valuation recovery [5]. - The total number of second-hand and new housing transactions is projected to decline by 4.8% in 2026, slightly better than the 5.9% drop in 2025, indicating continued pressure on home decoration demand [5][7]. Group 3: Consumer Subsidy Effects - The anticipated effects of the old-for-new subsidy program may lead to a decline in domestic sales of air conditioners, refrigerators, and washing machines by 7.5%, 8.6%, and 9.7% respectively in 2026, due to demand exhaustion and high base effects [10]. - If the subsidy program continues without significant increases in scope or intensity, the positive impact on demand is expected to be weaker than in previous years [10][12]. Group 4: External Trade and Market Dynamics - The external sales performance of home appliances, furniture, and other consumer goods is expected to see a turning point in the second quarter of 2026, driven by low base effects and improved demand in developed markets like the U.S. and Europe [11][12]. - Emerging markets, particularly in Latin America and Southeast Asia, are expected to show stronger demand growth compared to developed economies, with the Middle East facing weaker demand due to declining oil prices [11][12]. Group 5: Strategic Recommendations - The focus for 2026 should be on overseas markets, as companies with a high proportion of external sales and better profitability abroad are likely to outperform domestically [12]. - Companies less affected by domestic demand pressures, such as those in the kitchen small appliance sector, are expected to perform more steadily compared to those closely tied to home decoration demand [12].