Core Insights - The implementation of the "mobile national subsidy" policy on January 20 significantly impacted the smartphone market, with a reported doubling of foot traffic in stores on the first day of the subsidy [1][3] - OnePlus's Ace 5 Pro emerged as a standout model, with a price drop of 400 yuan, making it the lowest-priced Snapdragon 8 Gen 2 model in the market, leading to immediate stock shortages [3][4] - The national subsidy is seen as a catalyst for consumers to opt for higher-performance products within their budget, benefiting mid-range models like the OnePlus Ace 5 series [4][5] Industry Impact - The national subsidy policy, which offers a 15% rebate on smartphones priced under 6000 yuan, has led to a 5% year-on-year increase in smartphone shipments in Q1 2025, totaling 70.9 million units [4] - Industry experts note that while the subsidy has stimulated initial demand, its marginal benefits may diminish over time, raising questions about the sustainability of growth in subsequent quarters [4][5] - OnePlus is strategically targeting the small-screen smartphone market, which has a significant demand gap, with the upcoming OnePlus 13T positioned to meet this need [5]

Core Viewpoint - The smartphone market is witnessing a rising competition for "small screen flagships," with OnePlus launching the 13T as the industry's first "small screen performance flagship" featuring a 6.32-inch display and high-end specifications [1][4]. Market Trends - The small screen smartphone market has seen a surge in activity since the second half of 2024, with multiple flagship models being released, including the vivo X200 Pro mini, Xiaomi 15, Samsung Galaxy S25, and OPPO Find X8s, all around 6.3 inches [1]. - Over 50% of consumers are actively interested in small screen models, indicating a shift in consumer demand and technological trends [2]. Technological Advancements - Recent technological advancements, such as the introduction of high-performance processors like Snapdragon 8 and Dimensity 9400, have enabled small screen smartphones to deliver strong performance despite their compact size [3]. - Innovations in battery technology, particularly silicon-carbon anode batteries, have addressed previous concerns regarding battery life in small screen devices [3]. Market Performance - The Chinese smartphone market has shown positive performance in early 2025, with a 2.5% year-on-year increase in sales, largely driven by government subsidy policies and the Spring Festival sales peak [5][6]. - The overall smartphone shipment in China reached 71.6 million units in the first quarter of 2025, reflecting a 3.3% year-on-year growth, although this growth was below IDC's expectations [6]. Challenges and Future Outlook - Despite the initial boost from subsidy policies, the effectiveness of these measures is waning, and the market is facing challenges such as rising costs and cautious consumer sentiment [7][8]. - Companies are encouraged to focus on product quality and innovation to differentiate themselves in a competitive landscape, as the subsidy will not be a core competitive advantage [7][9].

Core Viewpoint - The development of edge AI models is a significant trend, with companies focusing on enhancing product capabilities and market competitiveness in the smartphone industry [1][10]. Group 1: Company Strategy and Market Position - OnePlus has experienced a sales increase due to the inclusion of consumer electronics in national subsidy policies, but the company believes that these subsidies will not be a core competitive advantage [1][8]. - The company plans to continue investing in research and development to optimize product layout and improve market competitiveness [2]. - OnePlus 13T aims to fill a gap in the market for small-screen performance devices, targeting a large untapped market segment [3][4]. Group 2: Product Features and Innovations - The OnePlus 13T combines small screen size with enhanced gaming experiences, featuring a self-developed gaming chip and upgraded battery capacity [4][6]. - The company is also set to release two large-screen gaming flagship devices next month, indicating a diverse product strategy [7]. Group 3: Market Trends and Competition - The smartphone market is witnessing a shift towards differentiated competition, with brands like Xiaomi and Vivo also entering the small-screen flagship segment [4]. - IDC forecasts a 1.5% year-on-year growth in global smartphone shipments in Q1 2025, driven by national subsidy policies, with Chinese brands performing particularly well [8][9]. Group 4: Future Outlook and Challenges - The national subsidy policy is expected to boost smartphone consumption in the short term, but it may not create new market demand [9]. - Companies must focus on product strength and market positioning rather than relying solely on subsidies for competitive advantage [9].

Investment Rating - The industry investment rating is optimistic [1] Core Insights - The national subsidy for small household appliances is expanding, with JD.com increasing the range of subsidized products, adding 36 new items as of April 22, 2025. This includes essential items like microwaves and rice cookers, with a significant recovery in growth expected for most categories in 2025 [3][8] - The expanded subsidy coverage is expected to benefit three types of companies: those with a high proportion of essential products at mid-to-high price points, companies with a significant share in long-tail products like health pots and electric appliances, and companies with a high proportion of sales through JD.com [3][9] - Recommended stocks include Supor, which has a high market share in rice cookers and is positioned in the mid-to-high price range, and Bear Electric, which leads in the health pot market and benefits from strong subsidies in Guangdong [3][32] Summary by Sections National Subsidy Impact - The national subsidy for small household appliances is set to cover a wider range of products, with JD.com leading in subsidy strength. As of April 22, 2025, 36 new small appliance categories have been added to the subsidy list [3][4][8] - The online sales proportion of kitchen small appliances is projected to reach 79% by 2024, indicating a significant shift towards e-commerce [5][8] Company Recommendations - Supor is highlighted for its strong online sales in rice cookers, with a current PE ratio of 19x, and is well-positioned to benefit from the subsidy [3][32] - Bear Electric is noted for its leading market share in health pots and strong regional subsidies, also with a PE ratio of 19x [3][32] Market Trends - The report indicates a recovery in demand for essential products, with price increases observed in long-tail categories like health pots and electric appliances. The growth in these categories is attributed to the national subsidy program [9][14] - Data shows that from January 1 to April 13, 2025, health pots experienced a 37% increase in sales volume, indicating strong consumer demand [14][25] Competitive Landscape - The competitive landscape for rice cookers shows that Supor and Midea dominate the market, with a combined market share of 51% as of Q1 2025 [20][21] - Bear Electric leads in the health pot segment, while Joyoung holds a significant market share in the electric appliance category, particularly in soy milk machines [25][27]

手机厂商如何应对其中的机遇与挑战成为当下必答题。 21世纪经济报道记者骆轶琪 西安报道 "国补"政策的持续推动，为国内手机厂商带来向高端市场突破的契机，也引发新的隐忧。 多名业内人士都对21世纪经济报道记者表示，"国补"正推动国内2000-6000元价位段手机消费，但也担 心这将提前预支下半年的消费力，恐怕届时将影响到市场行情。 对此，OPPO 副总裁、中国区总裁刘波对21世纪经济报道记者分析，执行"国补"政策以来，虽然3月手 机销售有所回落，但节假日期间的消费力同比有一定提升。"因此我们判断，在五一、暑期、618等节 点，手机销售将表现良好，整体中国手机市场会有一定增长。" 此外，"国补"政策也对国内手机消费者带来一定观念转变，刘波认为，虽然"国补"不会对国内大盘销量 带来太大助推，但正明显拉动GMV（总交易额）增长，预计全年将拉动超过5%同比增速。 随着国内手机消费进入发展成熟期，围绕手机打造多元智能生态也成为厂商目前角逐的重要赛道，这甚 至关乎厂商未来在手机领域的市场空间，只是不同厂商的定位策略有所差异。 一方面，进入AI时代，生态策略正成为保留用户黏性的"稳定剂"；但另一方面，过多的产品布局可能反 而 ...

汽车、家电国补扩大补贴范围。 国家发改委、财政部今日再提继续向地方安排超长期特别国债，支持消费品以旧换新，并更新国补明细 指导政策，具体包括： 积极支持家装消费品换新，加快推进电动自行车以旧换新。 当前，各地政府发起的国补以旧换新活动，主要通过京东、天猫等线上电商渠道进行，消费者可领取某 个地区补贴发全国，这意味着国补对线上社零的拉动将明显强于线下。此外，新政策意味着此前江苏等 地推行的千元补贴 iPhone 将成为过去式。 监管放行，蜜雪冰城距港股上市更近一步。 中国证监会发布了蜜雪冰城赴境外上市的备案通知书，它既不代表证监会对企业价值作出任何判断，也 不代表证监会对招股说明书真实性作保证，但是是港交所启动聆讯环节的前提。2022 年，蜜雪冰城尝 试 A 股上市募资 64.96 亿元，但未获进展，于是在 2024 年初转战港股。和蜜雪冰城同期赴港上市的古 茗获备案通知书则是在几周前。 Temu 商家可以投广告了。 继此前的冰箱、洗衣机、电视等 8 类家电产品后，新增微波炉、净水机、洗碗机、电饭煲等 4 类 电，单件最高补贴 20%。每人每类产品可享 1 件，空调可享 3 件，单件上限 2000 元。 手机、 ...