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家电出口跟踪与展望:结构亮点众多,出口蕴藏生机
Orient Securities· 2025-07-25 09:21
Investment Rating - The report maintains a "Buy" rating for Haier Smart Home (600690) and recommends "Increase" for Hisense Visual (600060) [4][20] Core Viewpoints - Despite underwhelming June export data for home appliances, actual exports are expected to meet forecasts when considering capacity transfer and high base disturbances. The report highlights numerous structural bright spots in home appliance exports, such as the potential increase in air conditioning penetration in Europe due to high temperatures, strong demand for refrigerators and washing machines in Africa and Latin America, and the growing global market for vacuum cleaners and robotic vacuums. The report anticipates continued growth in large-screen TVs and Mini LED penetration, with expectations for long-term benefits from sports events [4][20] Summary by Sections Export Performance - June home appliance export data was not impressive, but actual exports are projected to align with expectations when accounting for capacity transfer and high base effects. The report notes that high temperatures may drive increased air conditioning adoption in Europe, and there is strong growth potential for refrigerators and washing machines in Africa and Latin America, with exports of these categories to Africa increasing by 49% and 27% respectively in the first half of the year [4][20] Vacuum Cleaners - The global vacuum cleaner market is experiencing growth across multiple regions, with exports to the U.S. expected to be supported by capacity transfers. The report indicates that vacuum cleaner exports, including robotic vacuums, have shown sustained growth in Asia, Africa, Latin America, and Europe. The report also highlights that the structure of robotic vacuum cleaners is expected to continue improving [4][20] Television Market - The report emphasizes the importance of structural improvements in the television market, noting that TCL Electronics saw an 8.7% year-on-year increase in overseas TV shipments in the first half of 2025, with significant growth in larger screen sizes. The trend towards larger screens and Mini LED TVs is expected to continue, with TCL's overseas Mini LED TV shipments showing promising growth [4][20]