Summary of Suoer's Conference Call Company Overview - **Company**: Suoer - **Industry**: Home Appliances Key Financial Performance - **Revenue**: For the first three quarters of 2025, Suoer achieved revenue of 16.897 billion yuan, a year-on-year increase of 2.33% [4][2] - **Net Profit**: The net profit attributable to shareholders was 1.366 billion yuan, a year-on-year decline of 4.66% [4][2] - **Third Quarter Performance**: In Q3 2025, revenue decreased by 2.33% year-on-year, and net profit fell by 13.4% [4][2] Core Insights and Arguments - **Impact of Policies**: The decline in net profit is attributed to the diminishing marginal effects of the old-for-new appliance subsidy policy and increased self-subsidy expenses [2][4] - **Product Performance**: Strong performance in core categories such as rice cookers and frying pans, while actively expanding into emerging categories like water purifiers and tea machines [2][4] - **Domestic Sales**: Domestic sales continued to grow in Q3, supported by optimized product structure and pricing, although overall gross margin remained stable [2][4] - **International Sales**: International sales growth slowed due to tense international trade conditions and weak market demand, leading to pressure on revenue and profits [2][4] Sales and Market Dynamics - **Sales Goals**: Initially aimed for a 5% annual growth, but this target has become challenging due to the parent company Cyber Group's downward revision of its performance expectations [2][6] - **Gross Margin**: Q3 domestic gross margin improved, while international gross margin declined temporarily. An 18% gross margin agreement with Cyber is expected to maintain stability for the year [11][2] - **Marketing Strategies**: Increased marketing and promotional spending in Q3 due to competition, with a focus on maintaining a stable expense ratio [13][2] Regional and Export Insights - **Export Markets**: Europe is the primary export market, with North America accounting for less than 20% of total exports. Tariff issues in North America have a limited impact overall [7][8] - **Production Capacity**: Production capacity for North America has shifted to Vietnam, with plans for expansion depending on future order targets [8][12] Future Growth and Innovation - **New Product Development**: The company has successfully expanded into kitchen appliances and small home appliances, with a focus on high-cost performance products and innovation [14][15] - **Emerging Categories**: Future growth is expected in categories like cleaning appliances and kitchen home appliances, with ongoing product launches and technological innovations [15][16] - **Membership Growth**: The number of members is expected to exceed 40 million by 2026, enhancing customer loyalty and reducing traffic costs [16][2] Dividend Strategy - **Dividend Policy**: The company plans to maintain a dividend payout ratio of 50% to 80% of net profit, aligning with business development needs [19][2]

Core Viewpoint - The Chinese television market is experiencing a downturn, with a 2.1% year-on-year decline in May's shipment volume, despite the early start of the 618 shopping festival on May 13, 2025, which is the longest in history [1][3] Market Performance - In May, the total shipment volume of televisions in China was 2.83 million units, marking a continuous decline for two months [1] - Cumulative shipments from January to May reached 14.035 million units, showing a slight increase of 1.7% year-on-year, primarily supported by strong performance in the first quarter [1] Brand Analysis - The top eight television brands in May collectively shipped 2.7 million units, a slight decrease of 0.9% year-on-year, with market concentration rising to 95.4% [4] - TCL, Hisense, and Skyworth, the traditional top three brands, shipped a total of 1.66 million units, down 2.4%, holding a market share of 58.7% [4] - Xiaomi's shipments increased by 9.1% to 600,000 units, raising its market share to 21.2% [4] - Changhong, Haier, and Konka combined shipped 340,000 units, down 4.2%, with a market share of 12.0% [4] Market Trends - The cautious inventory preparation by brands for the 618 shopping festival has further suppressed shipment momentum [3] - The upcoming expiration of the home appliance replacement subsidy policy is expected to stimulate consumer purchases during the 618 period [4] - The market is undergoing a significant reshuffle, with oversupply, weak demand, and competition from substitutes leading to a "survival of the fittest" scenario [7] Competitive Landscape - Xiaomi's growth is attributed to its high cost-performance strategy and ecosystem synergy, making it a standout performer in a cooling market [5] - TCL is expected to maintain its leading position, having shipped nearly 2.6 million units from January to April, with a year-on-year growth of 20.2% [6] - Konka faces severe challenges, having dropped to eighth place and experiencing significant declines due to management changes affecting operational continuity [6]

Core Viewpoint - The appliance trade-in subsidy policy has shown significant effects on consumer electronics, with notable sales increases despite the policy transitioning from a burst effect to a normalized state [2][3]. Group 1: Policy Impact - The national subsidy policy has maintained a strong influence on appliance sales, with sales during the May 1-5 period reaching 460 million yuan, a 43.8% increase compared to last year's Golden Week [3]. - Cumulatively, the trade-in program has generated 11.81 billion yuan in sales since its inception, with government subsidies amounting to 1.98 billion yuan [3]. - The policy has led to an increase in demand for quality-of-life appliances, with companies introducing innovative products like cleaning appliances and dishwashers at lower prices due to subsidies [3]. Group 2: Future Outlook - Different perspectives exist regarding the future of appliance consumption, with some experts predicting a downturn post-promotional periods due to a decline in consumer willingness rather than ability [4]. - The appliance industry is seen as entering a phase of upgrading existing products rather than merely increasing sales volume, with a shift towards improving lifestyle through integrated solutions rather than individual products [5]. - Key opportunities identified include policy support for industrial demand expansion, positive consumer response to trade-in policies, and a shift towards experience-driven consumption [4]. Group 3: Market Dynamics - The market is transitioning from a focus on basic needs to a greater emphasis on improvement needs, with consumers seeking comprehensive solutions for their living spaces rather than standalone products [5]. - Companies are adapting their service offerings to meet the evolving consumer expectations, focusing on providing holistic solutions that enhance quality of life [5].

Investment Rating - The investment rating for the company is "Buy-A" with a target price of 17.10 CNY for the next six months [4][6]. Core Views - The company has shown strong growth in overseas sales, with a year-on-year increase of 15.8% in Q1, driven by robust demand for small household appliances and increased inventory needs due to uncertainties in U.S. tariff policies [2]. - Domestic sales have shown marginal improvement, with a year-on-year decline of 4.9% in Q1, compared to a decline of 11.2% in Q4 2024, supported by government subsidies for replacing old appliances [2]. - The company's profitability has improved, with a net profit margin of 6.4% in Q1, up by 1.5 percentage points year-on-year, attributed to better investment returns and a favorable exchange rate [3]. Financial Performance Summary - In 2024, the company achieved a revenue of 16.82 billion CNY, a year-on-year increase of 14.8%, and a net profit of 1.05 billion CNY, up by 7.7% [1]. - For Q1 2025, the company reported a revenue of 3.83 billion CNY, a year-on-year increase of 10.4%, and a net profit of 0.25 billion CNY, up by 43.0% [1][3]. - The company's gross profit margin improved by 0.5 percentage points year-on-year, indicating better cost management and product mix [3]. Future Outlook - The company is expected to benefit from ongoing government subsidies for small household appliances, which will likely enhance domestic sales [4]. - The establishment of a manufacturing base in Indonesia is anticipated to mitigate trade policy risks and support stable growth in overseas sales [2]. - The projected earnings per share (EPS) for 2025 to 2027 are estimated to be 1.43 CNY, 1.62 CNY, and 1.88 CNY respectively, indicating a positive growth trajectory [7].