Core Viewpoint - Haier Smart Home reported strong financial performance for the first half of 2025, achieving a revenue of 156.49 billion yuan, a year-on-year increase of 10.2%, and a net profit of 12.03 billion yuan, up 15.6%, marking a historical high [1][3] Group 1: Financial Performance - In Q2 2025, Haier Smart Home achieved a net profit of 6.55 billion yuan, reflecting a year-on-year growth of 16.14% [1] - The company has maintained double-digit growth in both revenue and profit for two consecutive quarters [3] Group 2: Strategic Execution - The company's success is attributed to three main strategies: focusing on star products and multi-brand collaboration for high-quality development, leveraging AI and digital transformation for cost reduction and efficiency improvement, and pursuing diversified global market strategies [3][10] - Haier Smart Home improved SKU combination efficiency by 13% in the first half of 2025 by focusing on star products and reducing SKUs [4] Group 3: Market Share and Product Performance - Haier Smart Home achieved the top market share in both online and offline channels, with significant growth in various product categories [6] - The Casarte brand, integrating AI technology, saw revenue growth exceeding 20%, with its high-end refrigerator capturing over 50% market share in the 15,000+ yuan segment [6] - The Haier brand's "AI for Home" initiative led to an 18% increase in retail sales, with the "Little Red Flower" series achieving over 1.2 million units sold in the first half of 2025 [6] Group 4: Digital Transformation and Efficiency - Haier Smart Home embedded AI and digital tools across all processes, resulting in a 0.1% optimization in sales management expense ratio [10] - The company enhanced its digital inventory model, leading to a 22% growth in retail scale for newly onboarded customers [11] Group 5: Global Market Strategy - Despite challenges in overseas markets, Haier Smart Home's international revenue grew by 11.66%, with significant growth in regions like South Asia (32.47%) and the Middle East and Africa (65.42%) [14] - The company is building a dual-track supply chain system to enhance resilience and improve delivery speed and stability [14] Group 6: Shareholder Returns - Haier Smart Home announced a cash dividend plan for the first half of 2025, proposing a distribution of 2.69 yuan per 10 shares, totaling over 2.5 billion yuan [14]

转自：推广 当前，中国家电行业面临着多重挑战。在国内，行业竞争已进入白热化阶段，价格竞争加剧；在海外， 关税贸易壁垒及全球物流波动等不确定性增强，作为国际化程度很高的家电行业备受关注。尤其是海外 占比最高、全球化程度更彻底的海尔智家，将会交出一份怎样的答卷？ 8月28日晚，海尔智家发布了2025半年报。财报显示，2025上半年，海尔智家实现营业收入1564.94亿 元，同比增长10.2%；归母净利润120.33亿元，同比增长15.6%，创历史新高。其中，Q2单季实现归母 净利润65.46亿元，同比增长16.14%，业绩增长加速明显。 从业绩表现看，海尔智家实现了营收、利润持续2位数增长，延续了2025一季报的增长态势，很好地回 答了外界关注。那么，海尔智家是如何实现业绩超预期的？其核心在于坚定不移地执行三大战略：一是 聚焦明星爆款与多品牌协同带来的高质量发展；二是AI与数字化变革带来的持续降费提效；三是坚持 全球市场多元化与本土化布局带来的各区域加速增长。 多品类爆款层出与多品牌协同实现国内份额持续第一、持续增长 面对国内竞争白热化和价格战，海尔智家聚焦明星爆品及多品牌协同取得了显著效果。其中，海尔智家 通过 ...

由此可见，洗衣机市场正逐步告别单纯的价格战和参数比拼，转向更深度的用户场景融合与技术沉淀。 只有那些真正解决没有被用户说出口的痛点的产品，才能构建真正的差异化优势，从而持续获得市场的 认可。 其次，海尔系的核心优势不仅体现在产品创新，更反映在其对技术话语权的掌握。从两次荣获国家科技 进步奖、多次获得中国专利金奖，到主导行业唯一多筒洗衣机IEC国际标准，海尔洗衣机在洗净、静 音、智能控制等关键领域已积累近4000项发明专利，并在消费者端逐渐建立起"可靠"的认知。 2025年1-7月，洗衣机行业线上零售量同比增长22.1%，零售额同比增长31.6%，在消费升级与政策刺激 下呈现整体扩张态势。但增长红利分配不均：海尔系线上份额达38.8%，居行业第一，也是TOP3唯一正 增长品牌，其余头部企业份额缩水。这一反差的背后，并非偶然的市场波动，而是海尔系综合能力的集 中体现。 海尔系的持续领先，首先得益于其对用户需求的深度洞察与技术的精准响应。当前洗衣机消费已从"洗 得干净"的基础需求，升级为"洗得快捷、护得精细、用得健康"的综合体验。面对快洗效果不佳、高端 面料洗护难、混洗卫生隐患等真实痛点，海尔系通过差异化产品矩阵实 ...