以下文章来源于昕锐消费笔谈 ，作者孟昕赵梦菲金桐羽 昕锐消费笔谈 . 以新锐视角分享和传递家电、轻工及智能制造等新消费的研究心得 文章转自2025年12月17日太平洋家电轻工团队报告，分析师： 孟昕 、赵梦菲、 金桐羽 投资要点 行业端：智能马桶渗透率提升空间较大，适老+轻智能产品有望助推行业增长。 1）市场表现： 2024年我国智能坐便器普及率不到10%，相较发达国家90%的渗透 率仍有较大提升空间；同时伴随行业政策和标准的逐步规范和头部企业的持续创新，长尾企业有望加速出清，行业集中度也或将进一步提升。 2）增长动力： 根 据有望凭借较高的品牌认知度和成熟的渠道网络率先受益；同时轻智能马桶凭借配置功能丰俭由人的优势，助推品类向公共区域和家用中低端下沉市场更好渗透。 2025年发布的《关于做好2025年家装厨卫"焕新"工作的通知》，智能马桶作为"适老产品"补贴标准高达30%，在政策催化下市场潜力有望加速释放，头部企业 公司端：前瞻布局轻智能和适老产品，店效提升有望助力业绩迎来拐点。 1）产品端： 公司通过箭牌、法恩莎和安华三大品牌实现卫浴空间产品全覆盖，于2015 年和市开占始率前提瞻升布。局轻2）智渠能道产 ...

Core Viewpoint - Arrow Home's revenue performance is under pressure in Q2 2025, but product and channel optimization may lead to a turning point in operations [1][5]. Financial Performance - In H1 2025, Arrow Home achieved revenue of 2.837 billion yuan, a decrease of 8.12%, and a net profit of 28 million yuan, down 25.15%. The adjusted net profit was 14 million yuan, an increase of 6.33% [2]. - For Q2 2025, revenue was 1.787 billion yuan, down 8.51%, with a net profit of 102 million yuan, a decline of 20.86%, and an adjusted net profit of 98 million yuan, down 18.09% [2]. Product and Channel Analysis - The share of smart toilets increased, contributing to product structure upgrades, with smart toilet revenue reaching 661 million yuan, up 4.20%, accounting for 23.32% of total revenue, an increase of 2.76 percentage points [3]. - Revenue from various segments in H1 2025 included: bathroom furniture at 339 million yuan (+1.46%), faucets at 839 million yuan (+0.72%), tiles at 118 million yuan (-10.04%), sanitary ceramics at 1.36 billion yuan (-13.34%), and bathtubs at 120 million yuan (-20.38%) [3]. - Domestic revenue was 2.764 billion yuan, down 5.54%, while overseas revenue was 74 million yuan, down 54.69%, primarily due to changes in the international economic environment [3]. Profitability and Cost Structure - Q2 2025 gross margin improved to 29.73%, an increase of 1.17 percentage points, likely due to product structure optimization [4]. - Net margin for Q2 2025 was 5.63%, a decrease of 0.89 percentage points, attributed to an increase in expense ratios [4]. - Expense ratios for sales, management, R&D, and financial costs were 8.18%, 9.47%, 4.66%, and 0.59%, respectively, with slight increases in most areas [4]. Strategic Initiatives - The company is focusing on the silver-haired demographic by launching the "He Yue" barrier-free health bathroom series, addressing specific needs [4]. - Arrow Home is committed to a multi-channel marketing strategy, enhancing retail and e-commerce channels to drive revenue growth [4]. Investment Outlook - The consumption upgrade policy is expected to stimulate demand, particularly from the silver-haired demographic, which may become a new growth point for the smart toilet and bathroom industry [5]. - As a leading company, Arrow Home is positioned to benefit from industry growth, with expectations of improved product structure and revenue performance driven by marketing strategies [5]. - Projected net profits for 2025, 2026, and 2027 are 303 million yuan, 394 million yuan, and 447 million yuan, respectively, with corresponding EPS of 0.31, 0.41, and 0.46 yuan [5].