家电行业 2026 年度投资策略 20251230 摘要 2026 年家电行业整体需求空间明确，但增长动力有限，边际景气度和 格局变化是关键影响因素。需求韧性强或格局改善的品类，业绩确定性 更高，白电和两轮车领域增长机会相对确定。 白电领域以更新需求为主，海外市场具备结构性增量，重点龙头企业有 望实现 5-10%的收入增长。小米增速放缓，高端化策略缓释价格竞争， 行业格局有所改善，提升业绩保证度。 两轮车市场具备刚需属性，存量更新有底盘支撑，新国标加持下行业格 局优化，中高端市场拓展带来结构性增量。若内需良好，潜在弹性较大， 有望实现个位数以上增长。 黑电需求中枢萎缩但有结构性升级趋势，受外部环境影响不确定性较高， 国内企业竞争激烈，毛利率提升受制约，需求态势需持续关注。 厨电与照明受地产后周期影响，短期需求可能回落，但行业格局优化， 中期利好龙头企业，可作为中期关注对象。小家电及清洁设备海外需求 良好，国内有回流风险，经营层面逐步改善，值得关注。 Q&A 2026 年家电行业的年度策略是什么？ 2026 年家电行业的年度策略主要围绕两个核心主线：一是把握确定性机会， 二是关注出海赛道。具体而言，确定性机会主 ...

Investment Rating - The report rates the home appliance industry as "Positive" for investment, marking it as the first recommendation for 2026 [3]. Core Insights - The report emphasizes that leading companies with strong product capabilities, channel efficiency, cost control, and brand premium are positioned to gain market share during a challenging domestic demand environment. The industry is shifting from "incremental competition" to "stock integration" [4]. - It highlights that while short-term revenue growth may be difficult to expect, leading companies are likely to maintain profit growth due to improved efficiency and cost reduction. A stabilization in demand could lead to a new golden era for these companies [4]. - The report suggests focusing on three main investment themes: companies benefiting from domestic market consolidation, those redefining products for overseas markets, and quality dividend stocks with low valuations [4]. Summary by Sections 1. Market Performance and Fundamentals - The home appliance sector underperformed the CSI 300 index in 2025, with a growth rate of 9.7%, lagging behind the index by 7.8 percentage points, primarily due to external tariffs and domestic policy fluctuations [9]. - The report notes that the home appliance sector's valuation remains low compared to other consumer sectors, with a PE ratio of 14.7X as of November 30, 2025, reflecting the industry's mature phase and pressures from declining domestic real estate demand [19][20]. 2. Main Line One: Opportunities in Market Consolidation - The report identifies opportunities in the smart projection market, where domestic consolidation is occurring, and leading companies are gaining market share. The market is expected to improve as consumer demand recovers [61]. - In the kitchen appliance sector, leading companies are showing resilience in performance despite weak demand, with market shares increasing as smaller competitors exit the market [76]. 3. Main Line Two: Redefining Products for Export Markets - The report discusses the growth potential in the robotic vacuum cleaner market, which is expected to see double-digit growth in the overseas market from 2024 to 2029, driven by product innovation [86]. - It also highlights the potential for growth in the lawn mower robot market, particularly in Europe, where the penetration rate is expected to rise significantly [104]. 4. Main Line Three: Quality Dividend Stocks - The report suggests that companies like Midea Group and Haier Smart Home are positioned well due to their stable cash flows and increasing dividend payouts, making them attractive for long-term investment [85].

Core Insights - The home appliance industry is experiencing a decline in domestic sales growth while external sales are improving, with a focus on self-owned brands [5][6][11] Industry Overview - The home appliance sector reported a revenue of 12,678 billion yuan and a net profit of 955 billion yuan for the first three quarters of 2025, reflecting a year-on-year growth of 6.4% and 10.2% respectively [11][12] - The overall profitability of the industry remains stable, with a gross margin of 24.3% and a net profit margin of 7.5% [11][12] White Goods Sector - In Q3 2025, the domestic sales growth of air conditioners, refrigerators, and washing machines showed a decline, with external sales down by 13%, 5%, and 1% respectively [6][16] - The revenue and net profit growth for key white goods companies in Q3 2025 was 9.0% and 2.7% respectively, indicating a slowdown compared to Q2 2025 [26][28] Small Appliances Sector - The small appliances segment saw rapid growth in cleaning appliances, with a year-on-year revenue increase of 21.5%, while traditional small appliances maintained a stable growth rate of 5.6% [35][37] - Key players like Ecovacs and Roborock reported significant revenue growth of 29.3% and 60.7% respectively [35][37] Black Goods Sector - The black goods sector experienced a revenue decline of 4.5% in Q3 2025, but net profit increased by 94.4%, showing a significant recovery from the previous quarter [50][52] - Companies like XGIMI led the industry with a revenue growth of 2.9% and a net profit increase of 79.7% [50][51] Kitchen Appliances Sector - The traditional kitchen appliance segment reported a slight revenue decrease of 0.7% but a net profit increase of 2.0%, indicating an improvement compared to Q2 2025 [59][60] - Boss Electric showed strong performance with a revenue growth of 1.4% and a net profit increase of 0.2% [59][60]

Investment Rating - The report assigns an "Overweight" rating to the home appliance sector, indicating a projected performance exceeding the Shanghai and Shenzhen 300 Index by more than 15% [1][36]. Core Insights - The report highlights that government subsidies stimulated sales in Q2, leading to continued positive revenue growth. The competitive landscape has improved, driving profitability recovery in the small appliance sector, while leading players in major appliances are enhancing market share concentration [3][4]. Summary by Sections Overview - Domestic sales were boosted by government subsidies in Q2, with most categories achieving double-digit year-on-year growth despite some temporary restrictions. The sustainability of these subsidies is crucial for the industry's performance in the second half of the year [8][13]. Domestic Sales - The report notes that during the 618 shopping festival, online sales for various appliance categories saw significant year-on-year increases, with cleaning appliances up by 26%, water appliances by 22%, and kitchen small appliances by 22%. However, kitchen major appliances experienced a decline of 13% [13][14]. Export Sales - Q2 exports faced short-term setbacks due to uncertainties in tariff policies, with April's export growth dropping to 1.5% and May seeing a 6% decline. However, as tariff policies become clearer, exports are expected to gradually recover [16][17]. Competitive Landscape - The small appliance sector is experiencing improved competition dynamics, particularly in the robotic vacuum cleaner market, which has high growth potential and low penetration rates. The kitchen small appliance segment is also beginning to recover after two years of decline, with a growth rate exceeding 20% during the 618 festival, primarily driven by price increases [19][20]. Investment Recommendations - The report suggests two main investment themes: 1. The improvement in the competitive landscape of small appliances, particularly in the robotic vacuum sector, and the recovery of kitchen small appliances. Recommended stocks include Stone Technology (2025 PE: 18.2×), Ecovacs (2025 PE: 20.3×), Bear Electric (20.8×), and Beiding Co. (36.5×) [25][26]. 2. Concentration of market share among leading brands and high dividend yields for stable investment. Recommended stocks in this category include Midea Group (12.7×) and TCL Electronics (11.3×) [25][26].