行 华福证券 轻工制造 2025 年 08 月 24 日 业 研 究 轻工制造 软体龙头 Q2 略超预期，包装纸价延续小幅回暖 投资要点： 行 业 定 期 报 告 【周观点】本周顾家家居、喜临门发布中报，均略好于市场预期，市场情 绪底部关注家居估值修复；玖龙纸业 FY25 业绩预告高增，8 月以来包装 纸价持续小幅回升，金九银十旺季在即，看好废纸系需求回暖；思摩尔国 际发布中报，电子烟 ODM 及自有品牌业务受益美国监管执法趋严、欧洲 换弹式恢复表现亮眼，营收及盈利企稳向上。 强于大市（维持评级） 一年内行业相对大盘走势 团队成员 | 分析师： | 李宏鹏(S0210524050017) | | --- | --- | | lhp30568@hfzq.com.cn | | | 分析师： | 汪浚哲(S0210524050024) | | wjz30579@hfzq.com.cn | | | 分析师： | 李含稚(S0210524060005) | | lhz30597@hfzq.com.cn | | 相关报告 1、轻工纺服行业周报：7 月个护电商改善，中美 关税暂缓关注出口链——2025.08.17 2、轻工 ...

Investment Rating - The report maintains an "Outperform" rating for the industry [3] Core Insights - E-commerce sales for personal care products showed improvement in July, with notable growth in brands like Princess Nais and All Cotton Era, leading to continued recommendations for companies like Steady Medical and Haoyue Care [2][4] - The approval of double-glue paper futures and the current low prices of pulp and paper suggest a potential price recovery, with a focus on leading companies like Sun Paper [2][4] - The US-China tariff suspension for 90 days is expected to alleviate pressure on the domestic export chain, with a focus on companies with overseas supply chain layouts [2][4] Summary by Sections E-commerce and Personal Care - In July, e-commerce platform sales for sanitary napkins, toothpaste, diapers, and tissue paper showed month-on-month recovery, with growth rates of +5% for sanitary napkins and +24% for toothpaste [4][5] - Brands such as Princess Nais (+53%), All Cotton Era (+34%), and Jieting (+25%) maintained high growth, with recommendations for Steady Medical and Haoyue Care [4][5] Paper Industry - As of August 15, 2025, prices for various paper types were reported: double-glue paper at 4950 CNY/ton (-43.75 CNY), copper plate paper at 5150 CNY/ton (-170 CNY), and box board paper at 3484.2 CNY/ton (+20.8 CNY) [4][5] - The report highlights the potential for price recovery in the paper industry due to supply-demand imbalances and recommends companies like Sun Paper and Huawang Technology [4][5] Home Furnishing - In July, retail sales of furniture increased by +20.6% year-on-year, while building materials saw a decline of -0.5% [4][5] - Recommendations include leading custom furniture companies such as Oppein Home and Sofia, as well as soft furniture leaders like Mousse and Joyous [4][5] Export Chain - The US-China tariff suspension is expected to ease export pressures, with a focus on companies like Zhongxin and Jiangxin Home [4][5] - The report notes that shipping costs are gradually decreasing, with the CCFI and SCFI indices down by -0.6% and -2.0% respectively [4][5] Packaging - Meiyingsen reported a revenue of 1.949 billion CNY in H1 2025, with a year-on-year increase of +5.46% [4][5] - Recommendations include companies in biodegradable packaging and metal packaging sectors, highlighting the stable operations and dividend value of leading packaging firms [4][5] New Tobacco Products - The report suggests monitoring new tobacco products as international leaders launch HNB products, with a focus on companies like Simoer International [4][5] Textile and Apparel - The textile and apparel sector showed a decline, with a focus on leading brands like Hailan Home and Anta [4][5] - The report indicates a need for attention on outdoor economy trends and companies like Zhejiang Nature and Mugaodi [4][5]

Investment Rating - The report maintains an "Outperform" rating for the industry [3] Core Insights - Suzano announced a price increase of $20 per ton for commodity pulp in the Asian market for August, indicating a potential recovery in pulp and paper prices from current cyclical lows [2][4] - The report highlights the ongoing price adjustments in the paper industry, with various paper types experiencing different price movements, suggesting a recovery trend driven by supply-demand dynamics [4][50] - The report emphasizes the importance of policy catalysts in the home furnishing sector, particularly in light of recent housing policy optimizations in Beijing [4][31] Summary by Sections Home Furnishing - Recent policy changes in Beijing allow families to purchase multiple properties outside the city center, which is expected to stimulate the housing market [4][31] - Major home furnishing companies are currently valued at historical lows, presenting potential investment opportunities as market sentiment improves [4][31] Paper Industry - As of August 8, 2025, various paper prices are reported: double glue paper at 4993.75 CNY/ton (unchanged), copper plate paper at 5320 CNY/ton (unchanged), white card paper at 3955 CNY/ton (down 35 CNY/ton), box board paper at 3463.4 CNY/ton (up 12.8 CNY/ton), and corrugated paper at 2582.5 CNY/ton (up 46.25 CNY/ton) [4][50] - The report notes that the current pulp and paper prices are at cyclical lows, with expectations for a rebound due to supply-demand imbalances [4][50] Consumer Goods - The report discusses the launch of new health-focused products in the personal care sector, indicating a shift towards higher quality and compliance with health standards [4][6] - The collaboration between Morning Glory stationery and popular anime IPs is expected to enhance brand visibility and sales [4][6] Export Chain - In July, China's total exports increased by 7.2% year-on-year, with significant growth in exports to ASEAN countries [4][6] - The report suggests that the ongoing shift of production capacity to Southeast Asia may enhance the long-term competitiveness of companies with overseas supply chain layouts [4][6] Packaging - New regulations in Shanghai aimed at reducing single-use plastics are expected to drive demand for recyclable and biodegradable packaging solutions [4][6] - The report recommends companies involved in eco-friendly packaging solutions as potential investment opportunities [4][6] New Tobacco Products - The introduction of new electronic cigarette products in the UK is anticipated to boost market share for refillable devices [4][6] - The report highlights the potential for growth in the new tobacco sector, particularly for companies with strong partnerships and product offerings [4][6] Textile and Apparel - The textile and apparel sector has shown resilience, with notable increases in revenue for key players despite some challenges [4][6] - The report identifies leading companies in the apparel sector as potential investment opportunities based on their performance [4][6]

Investment Rating - The report maintains an "Outperform" rating for the light industry sector [3] Core Views - The packaging paper industry has announced price increases, with major companies like Nine Dragons Paper and Jiangxi Lee & Man Paper Manufacturing planning to raise prices by 30 CNY/ton starting August 1 [2][4] - The report highlights the potential recovery in the smart phone market, with expectations of improved sales in the second half of the year due to new product launches and government subsidies [6][12] - The report emphasizes the positive performance of the light industry sector, which outperformed the market with a 1.84% increase in the industry index compared to a 1.69% increase in the CSI 300 index [12] Summary by Sections 1. Home Furnishing - As of July 16, 2025, 280 million people have applied for the old-for-new consumer goods subsidy, driving sales over 1.6 trillion CNY [4] - The third batch of 690 billion CNY in special government bonds for consumer goods is being distributed, which is expected to benefit leading home furnishing companies [4][6] 2. Paper and Packaging - As of July 25, 2025, prices for various paper types have shown mixed trends, with double glue paper at 5012.5 CNY/ton (down 87.5 CNY), and corrugated paper at 2513.75 CNY/ton (down 1.25 CNY) [4][6] - The report suggests focusing on companies with integrated forest-pulp-paper operations and those with strong domestic sales expectations [4][6] 3. Light Consumer Goods - The report notes that the new product from the brand "Jieting" achieved top sales during the 618 shopping festival, indicating strong market demand [6] - Recommendations include companies in the oral care sector and those benefiting from the newborn policy [6] 4. Export Chain - Vietnam's exports in June reached 39.5 billion USD, showing a year-on-year increase of 16.4% [6] - Companies with overseas production capacity are expected to maintain order advantages [6] 5. New Tobacco Products - The report highlights the U.S. FDA's crackdown on illegal e-cigarettes, which may benefit compliant companies [6] - The introduction of HNB products by international tobacco leaders is expected to boost sales in new regions [6] 6. Textile and Apparel - The textile and apparel sector has shown resilience, with companies like Jiejia and Wanlima making significant progress in their respective markets [6][12] - The report suggests focusing on companies with international production capabilities and strong brand partnerships [6]

Investment Rating - The report maintains a positive outlook on the light industry and paper-making sector for the mid-2025 earnings forecast, indicating a favorable investment rating for these industries [1]. Core Insights - The report highlights a divergence in performance within the export sector for Q2 2025, with companies that have a global supply chain showing resilience against external tariff disruptions. Notable performers include Jiangxin Home, Jiayi Co., and Tianzhen Co. [4][5]. - The two-wheeler segment is expected to benefit from government subsidies and new standards, with companies like Yadi Holdings and Aima Technology showing strong growth potential [4]. - The light consumer goods sector is characterized by a robust domestic demand, particularly in personal care products, with companies like Baiya Co. and Dengkang Oral Care expected to perform well [4]. - The packaging industry is undergoing consolidation, with leading companies experiencing a slowdown in capital expenditure, indicating a shift towards a harvest phase [4]. - The home furnishing sector is facing short-term order impacts due to the pause in government subsidies, but long-term growth is anticipated through market integration and new product categories [4]. - The paper-making sector is expected to see stable profitability due to low raw material costs and improved supply-demand dynamics [4]. Summary by Sections Export Sector - Q2 2025 shows performance divergence due to increased external disruptions, with companies like Jiangxin Home expected to see a 40%+ growth in net profit [5][6]. - Jiayi Co. anticipates a 30%+ revenue increase, while Tianzhen Co. is expected to recover orders significantly [4][5]. Two-Wheeler Sector - Companies like Aima Technology and Ninebot are projected to grow by 20% and 50% respectively in Q2 2025, driven by new product launches and market demand [8][9]. Light Consumer Goods - The sector is expected to show resilience, with companies like Chaohongji and Baiya Co. projected to grow by 20% and 2% respectively in revenue [10][11]. Packaging Industry - The report notes a continued consolidation trend, with companies like Yutong Technology and Baosteel Packaging expected to maintain stable revenue growth [12][14]. Home Furnishing Sector - The sector is facing challenges due to subsidy pauses, but companies like Mousse and Zhizhong Home are expected to adapt and show growth in the long term [13][15]. Paper-Making Sector - The report indicates stable profitability for the paper-making sector, with companies like Sun Paper and Huawang Technology expected to benefit from improved market conditions [17].

Investment Rating - The report maintains an "Outperform" rating for the industry [4] Core Viewpoints - The sentiment in the export chain is recovering, and leading companies are expected to grow without issues. The recent trade agreement between the US and Vietnam is expected to have a controllable impact on tariffs, enhancing the competitive advantage of companies with established overseas production capacities [3][9] - The report suggests focusing on companies such as Xiangxin Home, Zhongxin Co., Zhejiang Natural, Yongyi Co., Jiayi Co., and Hars for potential investment opportunities [3][9] Summary by Sections Home Furnishing - The home furnishing sector is expected to stabilize as the industry adjusts to recent conditions. Companies like Oppein Home, Sophia, and Zhijia Home are highlighted as potential beneficiaries of the improving industry landscape [6] - The report notes that the second quarter has seen a gradual recovery in factory orders, with many companies currently valued at historical lows, suggesting a good opportunity for investment [6] Paper and Packaging - As of July 4, 2025, prices for various paper products remain stable, with double glue paper at 5125 CNY/ton and copper plate paper at 5400 CNY/ton [6][47] - The report highlights that several paper companies have announced price increases for corrugated paper, indicating a positive trend in the sector [6] - Investment opportunities are suggested in companies like Nine Dragons and Sun Paper, which are well-positioned in the paper industry [6] Light Industry Consumption - The report emphasizes the growth potential of companies like Sturdy Medical and Morning Glory, which are expected to benefit from brand strength and product upgrades [6] - The entertainment products sector is also noted for its growth, with companies like Morning Glory expected to see a recovery in operations [6] Export Chain - The recent trade agreement between the US and Vietnam is expected to reduce risks for companies in the export chain, particularly those with global supply chain layouts [9] - Companies such as Zhongxin Co., Zhejiang Natural, and Xiangxin Home are recommended for their strong positions in the export market [9] Textile and Apparel - The textile and apparel sector is highlighted for its potential growth, particularly for companies that have established overseas production capabilities [9] - The report suggests focusing on companies like Shenzhou International and Huayi Group, which are well-integrated in their operations [9]

Summary of Key Points from Conference Call Records Industry Overview - **Consumer Sector**: The consumer sector in China is currently facing challenges due to a lack of growth engines, but there are signs of recovery driven by export growth and improvements in domestic economic activities. [1][4] - **Retail Sector**: The retail sector is experiencing supply surplus and insufficient demand, necessitating a focus on new demand opportunities, including traditional channel transformations and the rise of instant retail. [1][7] Core Insights and Arguments - **Economic Recovery**: The recovery of exports is expected to positively impact domestic economic activities and consumption, with a notable rebound in personal income tax indicating a gradual recovery in residents' income. [1][4] - **Investment Strategy**: In July, the investment strategy should avoid liquidity-driven assets and focus on service consumption and high-turnover goods that are less affected by liquidity pressures. [1][4] - **New Consumption Trends**: New consumption is identified as a key growth driver for the next two to three years, emphasizing the creation of new consumption scenarios and business models, particularly in high-turnover and low-leverage service consumption. [1][5][6] Specific Areas of Focus - **Service Consumption**: Investment opportunities in the consumer sector are concentrated in emotional value consumption (e.g., trendy toys, pets) and functional value consumption (e.g., AI-related products). [6] - **Cross-Border Trade**: Companies engaged in cross-border trade should focus on supply chain management, brand premium capabilities, and channel premium capabilities due to tightening trade policies. [8] - **E-commerce Performance**: The 2025 618 e-commerce promotion met expectations, with Douyin's growth exceeding forecasts, highlighting a trend of collaboration across platforms. Instant retail channels performed exceptionally well during this event. [9][10] Additional Important Insights - **Tobacco Industry**: The tobacco industry is showing a stable upward trend, with new products like Glohilo from British American Tobacco expected to perform well in Japan. [3][11][12] - **Home Appliances**: The home appliance sector is expected to see double-digit growth driven by national policy support, with leading companies using pricing strategies to enhance market share. [3][22] - **Household Goods**: The household goods sector is stabilizing at the bottom, with a focus on companies that can demonstrate alpha capabilities. [3][13] - **Competition in Cleaning Appliances**: The competition in the cleaning appliance sector is easing, benefiting companies like Roborock and Ecovacs, with expectations of rising industry profit margins. [3][20] Conclusion The conference call highlighted the complexities and opportunities within various sectors of the Chinese economy, particularly in consumer and retail markets. The focus on new consumption trends, service-oriented products, and strategic adjustments in response to economic conditions will be crucial for navigating the current landscape.

Investment Rating - The report emphasizes a strong hold on high-conviction new consumption leaders, focusing on themes such as emotional consumption, functional value, channel transformation, and brand expansion abroad [2][8] Core Insights - The new consumption sector is expected to see a rise, with a focus on both established leaders and traditional companies adopting new consumption strategies [2][8] - The report suggests that Q3 will present structural opportunities, while Q4 is anticipated to see leading companies reaching new highs [2][8] - The light industry manufacturing sector is highlighted for its growth potential, particularly in new tobacco products and the home goods market [3][16] - The textile and apparel industry is advised to focus on differentiated companies with high growth potential [5][20] - The beauty and personal care sector remains robust, with recommendations for high-value stocks [5][21] - The home appliance sector shows strong performance in sales, particularly during the 618 shopping festival [5][22][23] - The retail sector is experiencing a shift, with online sales stabilizing and offline stores undergoing significant transformations [5][24][25] Summary by Sections New Consumption - Focus on holding high-conviction new consumption leaders and exploring traditional companies with new consumption mindsets [2][8] - Q3 is seen as a period for structural opportunities, while Q4 may bring valuation shifts for leading companies [2][8] Light Industry Manufacturing - New tobacco products are on an upward trend, with significant market expansion expected [3][16] - The home goods market is stabilizing, with a focus on companies showing signs of recovery [3][16] Textile and Apparel - The sector is advised to prioritize companies with unique advantages and high growth potential [5][20] Beauty and Personal Care - The sector remains high in demand, with recommendations for companies showing strong performance and recovery potential [5][21] Home Appliances - The sector has shown excellent sales performance, particularly during promotional events, with a notable increase in production [5][22][23] Retail Sector - The online retail landscape is stabilizing, with significant changes in offline retail strategies [5][24][25]

Investment Rating - The report suggests a focus on companies with high earnings growth certainty and relatively high dividend support in the domestic furniture sector, as well as certain export companies with strong growth logic or overseas production capacity advantages [4][9]. Core Insights - The furniture retail sales in China saw a year-on-year increase of 25.6% in May, with a cumulative increase of 21.4% from January to May. However, the overall order situation has weakened since June, indicating a potential fatigue in demand stimulation from national subsidies [4][9]. - In the new tobacco sector, the glo hilo product launched in Japan is expected to accelerate revenue growth in the second half of 2025, supported by strong marketing resources from BAT [4][12]. - The paper packaging sector is experiencing price stability, with a focus on growth-oriented packaging companies. The report highlights the need to monitor the performance of major paper types and the overall supply pressure in the market [4][15]. - The light consumer goods and pet sectors are seeing increased online competition, with a focus on companies that demonstrate clear growth narratives and operational capabilities [4][16]. - The two-wheeler market is expected to see a rebound in the second half of the year, driven by new national standards and product launches, despite a temporary slowdown due to subsidy fund exhaustion [4][19]. Summary by Sections Furniture Sector - Domestic retail sales of furniture increased by 25.6% in May, with a cumulative increase of 21.4% from January to May. However, the order situation has weakened since June, indicating potential fatigue in demand stimulation [4][9]. - Recommended companies include Sofía, Gujia Home, Mousse, and others, focusing on those with high earnings growth certainty and dividend support [4][9]. New Tobacco - The glo hilo product launched in Japan is expected to accelerate revenue growth in the second half of 2025, with strong marketing support from BAT [4][12]. - Recommended companies include Smoore International, which is expected to benefit from the expansion of the overseas compliant market [4][12]. Paper and Packaging - The paper sector is experiencing price stability, with major paper types showing no significant improvement in orders. The report emphasizes the importance of monitoring growth-oriented packaging companies [4][15]. - Recommended companies include Yutong Technology and others, focusing on those with stable operations and growth potential [4][15]. Light Consumer Goods & Pets - The light consumer goods sector is seeing increased online competition, with a focus on companies that demonstrate clear growth narratives and operational capabilities [4][16]. - Recommended companies include Guibao Pet and others, focusing on those with resilient consumer demand and growth potential [4][16]. Two-Wheeler Market - The two-wheeler market is expected to see a rebound in the second half of the year, driven by new national standards and product launches, despite a temporary slowdown due to subsidy fund exhaustion [4][19]. - Recommended companies include Yadi Holdings and others, focusing on those with strong product capabilities and market expansion potential [4][19].

Investment Rating - The report maintains an "Outperform" rating for the industry [5] Core Insights - The report highlights the expected acceleration in the new tobacco sector for British American Tobacco in the second half of 2025, driven by strong performance in oral tobacco products and the phased launch of new products [2][6] - The 618 shopping festival is anticipated to boost domestic brands in personal care and outdoor sports, with significant growth potential for companies like Morning Glory and others leveraging IP strategies [2][6] Summary by Sections Home Furnishing - The home furnishing sector is expected to gradually recover as consumer confidence improves, with many companies currently valued at historical lows. Key players to watch include custom furniture leaders like Oppein and Sophia [6][10] Paper and Packaging - As of June 6, 2025, prices for various paper products remain stable, with white cardboard prices increasing slightly. The report suggests a cautious outlook due to overall weak terminal demand [6][54] - The paper industry saw a 1.6% year-on-year decline in revenue from January to April 2025, but fixed asset investment increased by 7.6% during the same period [66][68] Light Industry Consumption - The report notes that domestic brands in personal care are rapidly expanding their market presence, particularly through platforms like Douyin. Companies such as Dekang and Baiya are highlighted for their growth potential [6][8] Export Chain - The report indicates a robust outlook for export-oriented companies, with shipping costs rising due to increased demand for goods from China. Companies like Zhongxin and Zhejiang Nature are recommended for investment [6][8] New Tobacco - British American Tobacco's new tobacco segment is projected to see significant growth in the latter half of 2025, with a full-year growth expectation of mid-single digits, driven by strong performance in oral tobacco and the introduction of new products [6][8] Textile and Apparel - The textile and apparel sector has shown resilience, with notable sales increases during the 618 shopping festival. Brands like Anta and Li Ning are recommended for their strong performance [6][10]