相关研究： 证券研究报告 2026 年 3 月 2 日 湘财证券研究所 | 1.《板块下挫，咖啡机龙头递表 | | | --- | --- | | 港交所》 | 2026.01.31 | | 2.《新国补落地首月成效显著》 | | | 2026.02.08 | | | 3.《2025年地产配套家电市场下 | | | 滑，2026年或有低基数效应》 | | | 2026.02.24 | | 行业研究 家电行业周报 以旧换新政策加力，春节消费潜能持续释放 行业评级：增持（维持） 近十二个月行业表现 % 1 个月 3 个月 12 个月 相对收益 2.2% 7.8% 12.0% 绝对收益 -0.5% 11.1% 21.1% 注：相对收益与沪深 300 相比 分析师：李育文 证书编号：S0500523060001 Tel：021-50295328 Email：liyw3@xcsc.com 分析师：张弛 证书编号：S0500525110001 Tel：17621838100 Email：zc08241@xcsc.com 地址：上海市浦东新区银城路88号 中国人寿金融中心10楼 核心要点： ❑ 本周家用电器行业涨跌幅为-0 ...

Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - The company is expected to achieve a net profit attributable to shareholders of 1.67 to 1.85 billion yuan for 2025, representing a year-on-year increase of 54% to 71%. The non-recurring net profit is projected to be 1.62 to 1.79 billion yuan, also showing a year-on-year increase of 53% to 69%. For Q4 2025, the net profit is expected to be between -117 million to 63 million yuan, reflecting a year-on-year decline of 202% to 45% due to increased income tax and exchange losses. The profit forecast for 2025-2027 has been adjusted downwards, with expected net profits of 1.759 billion, 2.316 billion, and 2.954 billion yuan respectively, corresponding to EPS of 24.42, 32.15, and 41.00 yuan. The current stock price corresponds to P/E ratios of 21.2, 16.1, and 12.6 times for the respective years. The company is expected to maintain double-digit growth in its two-wheeler segment and stable profitability due to increased APP profits and ongoing channel optimization [5][7]. Financial Summary - The company’s revenue is projected to grow significantly, with expected revenues of 21.403 billion yuan in 2025, 29.132 billion yuan in 2026, and 37.117 billion yuan in 2027, reflecting year-on-year growth rates of 50.8%, 36.1%, and 27.4% respectively. The gross margin is expected to improve to 30.3% in 2025 and further to 31.4% in 2026. The net profit margin is projected to be 8.2% in 2025 and 7.9% in 2026. The return on equity (ROE) is expected to reach 22.1% in 2025 and 23.5% in 2026 [8][10]. Product Performance - In Q4 2025, the two-wheeler segment is expected to focus on inventory clearance, with an estimated shipment of 4.1 million units for the year and 200,000 to 300,000 units for Q4, showing a decline due to policy changes. However, the average selling price is expected to increase. The all-terrain vehicle segment is anticipated to continue its growth in non-US regions, while the lawn mower segment is expected to exceed expectations due to low inventory levels [6][7]. Growth Outlook - For 2026, the two-wheeler segment is expected to outperform industry growth, with a target of 30% volume increase driven by electric motorcycles and low inventory. The lawn mower segment is projected to double its revenue, supported by the release of nine new SKUs and channel deepening. The E-Bike segment is also expected to show strong growth potential following positive feedback from product launches [7][8].

Investment Rating - The investment rating for the company is "Buy" (maintained) [1][5] Core Insights - The company is expected to achieve a net profit attributable to shareholders of approximately 1.67 to 1.85 billion yuan for 2025, representing a year-on-year increase of 54% to 71%. The adjusted net profit is projected to be between 1.62 to 1.79 billion yuan, reflecting a growth of 53% to 69% year-on-year. However, for Q4 2025, the net profit is anticipated to decline by 202% to 45% due to increased income tax and exchange losses [5] - The company has adjusted its profit forecast for 2025-2027, now estimating net profits of 1.759 billion, 2.316 billion, and 2.954 billion yuan respectively, with corresponding EPS of 24.42, 32.15, and 41.00 yuan. The current stock price corresponds to P/E ratios of 21.2, 16.1, and 12.6 times for the respective years [5] - The company is optimistic about the growth of its two-wheeled vehicles and the continued expansion of its brand channels, expecting double-digit growth and stable profitability. The introduction of new products and steady channel expansion in 2026 is also anticipated to contribute to growth [5][7] Financial Summary - For 2025, the company expects total revenue of approximately 21.403 billion yuan, a year-on-year increase of 50.8%. The net profit margin is projected to be 8.2% for 2025, with a gross margin of 30.3% [8] - The company forecasts a revenue growth of 36.1% in 2026, reaching 29.132 billion yuan, and a further increase of 27.4% in 2027, targeting 37.117 billion yuan [8] - The company's return on equity (ROE) is expected to be 22.1% in 2025, increasing to 23.5% in 2026 and stabilizing at 23.4% in 2027 [8] Product Performance - In Q4 2025, the two-wheeled vehicle segment is expected to focus on inventory clearance, with an estimated shipment of 410 million units for the year, and 200,000 to 300,000 units in Q4, reflecting a decline due to policy changes and inventory management [6] - The all-terrain vehicle segment is projected to maintain growth in non-US regions, while the lawn mower robots are expected to exceed expectations due to low inventory levels and seasonal demand [6][7] - For 2026, the two-wheeled vehicle segment is anticipated to outperform industry growth, with a target of 30% volume increase, while the lawn mower robots are expected to see revenue growth double year-on-year [7]

Group 1: Industry Overview - The light industry and beauty sector is expected to stabilize and improve due to the dual drivers of domestic demand policies and steady export growth [3] - The "14th Five-Year Plan" marks a year of enhanced domestic demand policies, coupled with consumers' increasing pursuit of high-quality living, creating significant growth opportunities for the industry [3] - The penetration rate of cross-border e-commerce has ample room for improvement, and the recovery of international relations and demand from emerging markets will further drive market expansion [3] Group 2: Beauty Sector - The cosmetics market is projected to grow steadily, with the skincare segment being the largest, reaching a market size of 4,619 billion yuan in 2024, and expected to grow at a CAGR of 8.6% from 2024 to 2029 [19] - The high-end cosmetics market is rapidly expanding, with the market size for high-end skincare products increasing from 749 billion yuan in 2019 to 1,144 billion yuan in 2024, reflecting a CAGR of 8.84% [19] - Key companies in the beauty sector include: - **Mao Geping**: Revenue reached 25.88 billion yuan in H1 2025, with a growth rate of 31.28% [23] - **Lin Qingxuan**: Revenue grew to 10.52 billion yuan in H1 2025, marking a 98.28% increase [27] - **Marubi**: Revenue is expected to reach 29.70 billion yuan in 2024, recovering from previous declines [32] Group 3: Medical Aesthetics - The medical aesthetics sector is facing short-term pressure due to cautious consumer spending, but the long-term growth potential remains strong, with a projected CAGR of 10%-15% from 2024 to 2027 [36] - The market penetration rate for medical aesthetics in China is currently at 4-5%, indicating a growth potential of 2-5 times compared to countries like the US and South Korea [36] - Key companies in the medical aesthetics sector include: - **Jinbo Biological**: Achieved revenue of 12.96 billion yuan in Q1-Q3 2025, with a year-on-year growth of 31.10% [45] Group 4: Daily Chemicals - The daily chemical industry is benefiting from domestic demand policies, with local brands poised to capture market share [49] - Companies such as **Dengkang Oral Care** and **Runben** are highlighted for their strong market positions and growth potential [51][55] - **Shanghai Jahwa** has shown significant growth, with revenue reaching 49.61 billion yuan in Q1-Q3 2025, reflecting a 10.83% increase [59] Group 5: Home Furnishing - The home furnishing sector is under pressure due to weak real estate sales, with a 15% decline in residential investment in 2025 [65] - National subsidies for home appliances and furnishings have provided some support, but the long-term effects are limited [65] - Leading companies such as **Oppein Home** and **Kuka Home** are noted for their strong channel capabilities and multi-category layouts [65]

Summary of Key Points from the Conference Call on the Home Appliance Industry Industry Overview - The home appliance industry is expected to have a clear demand space in 2026, but growth momentum is limited, with marginal prosperity and structural changes being key influencing factors [1][3] - Categories with strong demand resilience or improved structures are likely to have higher performance certainty, particularly in the white goods and two-wheeler sectors [1] Core Insights and Arguments White Goods - The white goods sector is primarily driven by replacement demand, with structural growth opportunities in overseas markets. Leading companies are expected to achieve revenue growth of 5-10% [1][5] - Xiaomi's growth has slowed, and its high-end strategy has alleviated price competition, leading to an improved industry structure and increased performance certainty [1][5] - The overall valuation of the white goods sector is relatively low, with leading companies maintaining an upward trend, indicating potential for a strong rebound [3][12] Two-Wheeler Market - The two-wheeler market has essential demand characteristics, supported by inventory updates and structural growth opportunities in the mid-to-high-end market due to new national standards [1][9] - If domestic demand remains strong, the market could achieve single-digit growth [1][9] Black Goods - The black goods sector is experiencing a shrinking demand center but shows a trend of structural upgrades. However, external uncertainties and intense domestic competition may limit profit margin improvements [1][6] Kitchen Appliances and Lighting - Kitchen appliances and lighting are influenced by the real estate sector's post-cycle effects, with short-term demand potentially declining. However, the industry structure is improving, which could benefit leading companies in the medium term [1][7] Small Appliances and Cleaning Equipment - The small appliance sector is diverse and somewhat discretionary, with cleaning equipment being a focal point. Overseas demand is strong, but domestic risks exist due to subsidy factors [1][8] Additional Important Insights - The overall demand for the home appliance industry in 2025 was clear, but significant growth stories were lacking. Key factors include changes in marginal prosperity and industry structure [3] - Leading white goods companies are cash-rich and committed to increasing dividend payouts, with expectations of exceeding 70% [3][18] - The two-wheeler industry is expected to face a demand decline of 5-10% in 2026, but structural growth opportunities remain due to new standards and market dynamics [19][20] - The overseas market, particularly in Southeast Asia, presents significant potential for the two-wheeler industry, supported by favorable policies [21] - Brand expansion into international markets is crucial for future growth, with low penetration rates in emerging categories providing opportunities for Chinese brands [22] Investment Recommendations - Investment strategies for 2026 should focus on two main areas: dividend opportunities in white goods and two-wheelers, and overseas expansion potential in companies with reasonable valuations and strong brand/channel capabilities [29]

Summary of Conference Call Records Industry and Company Focus Home Appliances Industry - The tightening of national subsidy policies is focusing on core categories such as black and white appliances, which supports companies like Midea, Haier, TCL Electronics, and Hisense Visual. However, competition remains fierce for brands like Hisense Home Appliances and Gree Electric, with better investment opportunities expected after Q1 [1][4] Pet Industry - The pet industry continues to experience high single-digit growth, with pet food growth around 10%. Online channels, particularly Douyin and Pinduoduo, are seeing significant growth, while offline channels face pressure. The industry is expected to add approximately 4 million new pet owners in 2025, driving demand [5][6] - Head brands are growing significantly faster than the industry average, while smaller brands are struggling, often focusing on offline channels to maintain profitability. The trend is increasingly favoring market concentration towards head brands [6] Education Industry - China Oriental Education is benefiting from post-pandemic expansion and a national focus on employment, with double-digit growth in enrollment numbers. The company specializes in vocational education with a high employment rate, which provides a competitive advantage. New training programs are rapidly growing, and the company is expanding into emerging fields [8][10] Pharmaceutical Industry - The pharmaceutical industry is focusing on the small nucleic acid supply chain, with Novartis's Inqisiran entering medical insurance but facing capacity shortages. Companies that meet FDA audit standards and enter multinational supply chains, such as Lianhua Technology and Chen Da Pharmaceutical, are recommended for attention [11] Food and Beverage Industry - The food and beverage industry is seeing trends towards spring excitement, health directions, new products, and cyclical growth. Health products and oatmeal sectors are performing well, with companies like Dongpeng Beverage expected to grow over 20% next year [12][13] Light Industry - The light industry is adopting a dual strategy focusing on both domestic and international sales. The two-wheeler market is performing well, and solid-state batteries may drive growth in the electric vehicle sector. The industry is expected to have a positive outlook in the near future [14] Key Points and Arguments Home Appliances - The 2026 home appliance replacement policy will focus more on traditional large appliances, reducing the variety of small appliances eligible for subsidies. The overall subsidy amount may decrease, but support for core categories is expected to remain stable or even increase [2] Pet Industry - The pet industry is facing a bottleneck in product innovation, with most developments being minor improvements. There is a consensus on the need for functional and specialized products, requiring more investment in consumer education and brand building [5][6][7] Education Industry - The company expects to achieve a revenue of 1 billion yuan in 2026, with a projected compound profit growth rate of 15%-20% over the next three years. The current valuation is low, with a high dividend rate, making it a recommended investment target [9][10] Pharmaceutical Industry - The small nucleic acid supply chain is critical, with China being the largest production market. The industry faces challenges in meeting quality standards for FDA compliance, making it essential to focus on companies that can meet these standards [11] Food and Beverage Industry - Companies with strong operational momentum are expected to perform well, and the white liquor sector is seen as having good investment value [12][13] Light Industry - The light industry is expected to see sales growth due to inventory levels being low and potential technological effects in the upcoming quarters [14][15] Globalization and Export Markets - The export market is influenced by the appreciation of the RMB and pessimistic expectations regarding the US real estate market. However, long-term focus should be on new product development and self-owned brands [17][18] Pulp Industry - The pulp sector is expected to have significant elasticity in the first half of next year due to external factors affecting wood chip supply and no new capacity expansion, leading to potential price increases [19][20]

Group 1 - The Chengdu metropolitan area is becoming a focal point for investment from the Yangtze River Delta, as evidenced by a recent investment promotion conference themed "Hand in Hand with Urban Circles, Sharing New Opportunities" [3] - Companies such as Qingtao Energy and Jiangyin Nanguang Forging are establishing operations in Chengdu and Deyang, respectively, due to the region's advanced manufacturing base and favorable industrial ecosystem [4][5] - Chengdu's metropolitan area has achieved significant economic growth, with a comprehensive strength ranking first in the central and western regions of China, and a high level of urban integration [5][6] Group 2 - The Chengdu metropolitan area is characterized by deep industrial integration, promoting collaboration through models like "headquarters + base" and "R&D + manufacturing," leading to the establishment of 21 national-level industrial clusters [5][6] - The region's business environment is highlighted as a key factor for investors, with efficient government responses and support for project implementation being crucial for companies [7][10] - Companies are increasingly recognizing Chengdu as a vital investment hub in the western region, citing geographical advantages, government support, and the collaborative effects of the metropolitan area as key reasons for their investment decisions [10][11]

Summary of Key Points from Conference Call Records Industry Overview Retail Industry - In November 2025, the total retail sales of consumer goods grew at a rate of approximately 1%, indicating a slowdown in growth momentum. Restaurant revenue increased by 3.2% year-on-year but showed a month-on-month decline, reflecting weakened overall consumption market dynamics [1][3] - Online retail sales of physical goods accounted for 26% of total retail sales, but the growth rate has declined compared to previous periods. Offline retail, particularly convenience stores and supermarkets, remains relatively robust, while department stores and specialty shops show lower growth rates, indicating an imbalance in the development of online and offline retail formats [1][3] - Essential consumer goods like grain and oil maintain steady growth, while discretionary items such as cosmetics and gold jewelry perform well due to promotions and rising gold prices. However, home appliances are experiencing a year-on-year decline due to policy impacts and demand exhaustion, highlighting consumption differences across categories [1][3] Automotive Industry - The total retail sales of automobiles in November 2025 amounted to 445.4 billion yuan, down 8.3% year-on-year. Despite this, passenger car sales and export volumes continue to grow, with a penetration rate of new energy vehicles remaining high, indicating structural changes in the automotive market and potential for export growth [1][7] - The expected continuation of trade-in subsidies may release pent-up demand, with companies like Geely and Great Wall Motors being highlighted as potential investment opportunities. BYD is noted for its strong overseas market prospects, while XPeng Motors is recommended for its leading smart driving technology [1][7] Duty-Free Industry - The duty-free industry showed steady growth in the first ten months of 2025, with the fourth quarter benefiting from high-value items like gold jewelry and mobile phones. It is expected that Hainan's offshore duty-free sales will maintain positive growth at least until the third quarter of next year, reflecting the growth potential of duty-free consumption [1][6] - Companies to watch include China Duty Free Group, ShouLai JinJiang, Huazhu, and Atour, along with restaurant chains like Haidilao and Baosheng China, which are noted for their strong management capabilities and new brand incubation strategies [1][6] Food and Beverage Industry - The food and beverage sector experienced relatively flat demand in November 2025, with retail sales of tobacco and alcohol declining by 3.4% year-on-year. The overall demand is in a slow recovery phase, influenced by seasonal factors and the timing of the upcoming Spring Festival [1][11] Home Appliance Industry - The home appliance sector faced significant sales declines due to the impact of national subsidy policies, with retail sales down 19.4% year-on-year. However, there is an expectation that these policies may continue into next year, suggesting a focus on resilient demand in white goods and two-wheeler markets, as well as overseas market opportunities [1][2][14] Alcohol Industry - The liquor industry is currently in a phase of active destocking, with high-end brands like Moutai experiencing price corrections that support demand. The upcoming Spring Festival is expected to see marginal improvements in sales, with recommendations to gradually allocate investments in the liquor sector, particularly in high-end brands [1][12] Textile and Apparel Industry - In November 2025, online sales of clothing and textiles grew by 3.5% year-on-year, although there was a month-on-month decline. The overall performance is expected to improve in the fourth quarter, aiding inventory reduction and setting the stage for a favorable market in the following year [1][9] Investment Recommendations - Focus on companies with strong growth potential in the beauty and personal care sector, such as MaoGaoPing and Shangmei, and in the gold jewelry sector, prioritize firms with strong product design and foundational support [1][4] - In the automotive sector, consider companies like Geely and Great Wall Motors, as well as BYD for overseas expansion opportunities [1][7] - For the duty-free sector, keep an eye on leading companies like China Duty Free Group and ShouLai JinJiang, as well as promising restaurant chains [1][6]

Core Viewpoint - The automotive industry is expected to continue the vehicle replacement policy until 2026, but Q1 2026 may face a demand overdraft period. Investors are advised to focus on globally competitive Chinese companies and embrace new industry trends [1][10]. Passenger Vehicle Market - The vehicle replacement policy is likely to continue, with Q1 2026 potentially being the worst period for the industry. Long-term investments should prioritize companies with overseas market potential [1][3]. - In the first ten months of 2025, China's wholesale passenger vehicle sales reached 24.17 million units, a year-on-year increase of 12.8%, with new energy vehicle sales at 12.18 million units, up 32% [2]. New Energy Vehicles - The purchase tax policy for new energy vehicles is set to decline in 2026, and while the vehicle replacement policy may continue, there will be changes compared to 2025. A demand overdraft period of approximately 3-4 months is anticipated [3]. - The total sales of new energy passenger vehicles in 2026 are expected to reach 1.811 million units, a year-on-year increase of 14.9% [3]. Autonomous Driving - 2025 is projected to be a year of accelerated penetration for intelligent driving, with high-speed NOA and urban NOA penetration rates reaching 16% and 14%, respectively [4]. - The intelligent driving industry is shifting from "function definition" to "data definition," with several trends emerging, including increased parameter counts in models and the importance of world models and reinforcement learning [4]. Humanoid Robots - Tesla's fourth chapter of its grand vision emphasizes bringing AI into the physical world, with humanoid robots being a core product. The Optimus V3.0 is expected to be released in Q1 2026 [5][6]. - The Chinese robot supply chain is well-established, and domestic companies are expected to play a significant role in the development of humanoid robots due to their manufacturing capabilities [6]. Commercial Vehicles - In the first ten months of 2025, commercial vehicle sales reached 3.472 million units, a year-on-year increase of 9%. The heavy truck segment is expected to benefit from the vehicle replacement policy [7]. - The export of heavy trucks in 2025 is projected to reach 274,000 units, with a year-on-year increase of 12% [7]. Two-Wheel Vehicles - The domestic market is undergoing a supply upgrade, with new national standards promoting industry normalization and leading to the exit of smaller brands. The market is expected to recover in the long term [8]. - Exports of large-displacement motorcycles increased by 59.1% in the first ten months of 2025, indicating strong overseas demand [8].

Core Viewpoint - The pricing logic of Chinese stocks is subtly changing, with China taking a more proactive role in global trade, and the manufacturing sector entering a globalization development cycle. The real estate market is stabilizing, leading to a shift in economic thinking, while macro tail risks are decreasing. New technologies and industries are emerging, creating more opportunities in structural development areas [1]. Group 1: New Consumption Trends - The pet food industry is experiencing a simultaneous increase in volume and price, driven by diversified growth and strong brand loyalty, suggesting significant potential for leading brands [2]. - The gold and jewelry sector is expected to maintain a favorable outlook through 2026, with a focus on the value retention of gold jewelry and the strengthening of leading brands [2]. - The collectible toy market is evolving towards a global business model, transitioning from a single product focus to an integrated IP and ecosystem approach, highlighting the importance of strong brand positioning [2]. - The new tobacco sector is seeing stricter regulations but a steady recovery in the compliant market, with increased penetration of heated tobacco products (HNB) [2]. - The AI smart glasses market is projected to grow significantly, with sales expected to reach 1.8 million units by 2026, indicating a shift in product development priorities [2]. - The two-wheeler market is undergoing regulatory changes that are optimizing the industry structure, with leading companies expected to benefit from improved product offerings [2]. Group 2: Cyclical Opportunities - The home furnishings sector is anticipated to remain in an adjustment phase until 2026, with growth driven by demand for soft and smart home products [3]. - The paper industry is facing a tightening supply of wood chips, which may support a gradual recovery in pulp prices, with leading companies expected to enhance their competitive advantages [3]. - The metal packaging industry is seeing increased concentration, with expectations of slight price increases in 2026, while the paper and plastic packaging sectors are maintaining stable demand [3]. Group 3: Export Dynamics - Following the US interest rate cuts, expectations for real estate improvement are rising, and corporate orders are showing signs of recovery, with leading companies benefiting from localized production strategies [5]. - Companies with global layouts, such as home furnishings and automotive brands, are demonstrating resilience and expanding their brand influence through mature local operations [5]. Group 4: Textile and Apparel - The outdoor apparel market is projected to grow significantly, with a CAGR of 9.6% for outdoor clothing and 9.2% for footwear from 2025 to 2029, driven by product innovation [6]. - The men's clothing and home textile sectors are showing resilience, with leading companies benefiting from high dividend yields and online sales growth [6]. - The textile manufacturing sector is optimistic about external demand, with healthy channel inventories and improving orders, particularly in Indonesia as a key production destination [6].