本报讯 （记者梁傲男）今年海外"双11"刚结束，"黑五"大促还在热卖，深圳清洁家电品牌ILIFE已经交出了一份让同行侧 目的成绩单。 海外"双11"期间，ILIFE在阿里旗下跨境电商平台速卖通AliExpress上的销售额同比增长130%，首次超过了其在亚马逊平台 的销售额。过去一年，ILIFE在速卖通的总销售额同比增长近3倍。仅在波兰一个国家，ILIFE年销售额就突破千万美元，一举 成为波兰"国民级"清洁家电品牌。 "每10户波兰家庭就有一台我们的扫地机。"ILIFE总经理缪群毅表示，"我们过去一年的增长基本全来自速卖通，明年速卖 通有可能成为我们'出海'第一阵地。" ILIFE选择加大速卖通投入的一个重要因素是经营成本。"在速卖通上的整体成本约为亚马逊的一半。其中佣金费率在5%— 10%，低于亚马逊约10个百分点；且人力投入不到亚马逊的一半，售后率相对更低。"缪群毅介绍。 速卖通正在攻入亚马逊的欧美核心主场，成为越来越多中国品牌"出海"的第一阵地。 据悉，海外"双11"大促期间，超300个品牌在速卖通实现了对亚马逊销量的双倍反超，达成百万美金销售额的品牌数量同 比激增80%。应用分析平台Sensor To ...

智通财经APP获悉，天风证券发布研报称，展望2026年，家电行业投资主线清晰：一是在不确定性中追 求确定性，白电龙头凭借低估值与高股息凸显防御价值，且外销在产能出海与降息预期下有望改善；二 是在新动能中寻找高增长，以扫地机、智能割草机为代表的新兴品类正引领全球渗透，成为最强劲的增 长引擎；三是在格局重塑中把握机遇，黑电领域"中进韩退"趋势明确，中国品牌通过技术升级与全球化 运营持续提升份额。整体而言，行业正从规模扩张转向价值增长。 天风证券主要观点如下： 2025年1-11月市场表现回顾 2025年1-11月，申万家电行业指数整体上涨8%，内部呈现显著结构性分化。家电零部件板块年内上涨 62%，市场对其成长逻辑给予高溢价。从估值角度看，白电龙头尽管股价承压，但低估值与高股息特性 凸显其防御属性。 白电：内销前高后低，外销静待改善 扫地机：全球市场保持量价齐升。2025年行业进入"活水洗地"产品周期，但高价位抑制渗透率快速提 升。预计2026年竞争将转向性价比活水产品，需关注国补退坡影响。智能割草机：主流路线收敛（RTK 融合、激光雷达、视觉方案主导）驱动渗透率快速提升。中国品牌（库犸、科沃斯、追觅）已在线上渠 ...

2025 年 11 月 22 日 尔机器人与 INDEMIND i 合作,比依股份定增获批 -《2025/11/17-2025/11/21》家电周报 本期投资提示: 相关研究 证券分析师 刘正 A0230518100001 liuzheng@swsresearch.com 刘嘉玲 A0230522120003 liujl@swsresearch.com 联系人 刘嘉玲 A0230522120003 liujl@swsresearch.com 本周家电板块跑赢沪深 300 指数。本周申万家用电器板块指数下跌 2.3%，同期沪深 ● 300 指数下跌 3.8%，家电板块指数跑赢沪深 300。重点公司方面，奥普科技（6.7%)、 浙江美大 (2.7%)、苏泊尔 (1.5%) 领涨;九阳股份 (-15.6%)、倍轻松 (-9.3%)、比 依股份（-9.2%）领跌。 行业动态：1）海尔机器人与 INDEMIND 达成战略合作。11 月 19 日，海尔机器人与 ● 北京盈迪曼德科技有限公司（INDEMIND）在北京正式签署战略合作协议，共同推动 具身机器人在家庭场景的落地与应用。在具体合作上，INDEMIND 将作为海尔 ...

Investment Rating - The report maintains a positive outlook on the home appliance sector, highlighting that the sector outperformed the CSI 300 index during the week [2][3]. Core Insights - The home appliance sector index fell by 2.3%, while the CSI 300 index dropped by 3.8%, indicating a relative strength in the sector [2][3]. - Key companies such as Aopu Technology, Zhejiang Meida, and Supor showed gains, while companies like Joyoung, Beiqi, and Biyi experienced significant declines [4]. - Haier Robotics and INDEMIND signed a strategic cooperation agreement to advance the application of embodied robots in home settings [8]. - Biyi Electric received approval from the China Securities Regulatory Commission for a specific stock issuance [9]. Sales Data - In October, sales of cleaning appliances increased year-on-year, with robotic vacuum sales rising by 36.01% to 500,900 units and sales revenue increasing by 35.34% to 1.025 billion yuan [29]. - Sales of washing machines also saw a significant increase, with units sold rising by 60.11% to 429,300 and revenue increasing by 60.34% to 756 million yuan [29]. - Personal care products showed mixed results, with hairdryer sales slightly up by 0.31% but revenue down by 18.17%, while electric shaver sales rose by 29.12% with revenue up by 38.05% [34]. Industry Dynamics - The report identifies three main investment themes: 1. The potential of leading white and black appliance companies characterized by low valuations, high dividends, and stable growth [2]. 2. Upstream core component manufacturers are diversifying into emerging tech fields such as robotics and data center cooling [2]. 3. The increasing penetration of new consumer categories like cleaning appliances presents significant growth opportunities [2]. Macro Economic Environment - As of November 21, 2025, the USD to CNY exchange rate was reported at 7.0875, reflecting a year-to-date decrease of 1.40% [40]. - In October 2025, the total retail sales of consumer goods reached 46,291 billion yuan, showing a year-on-year increase of 2.90% [42].

Group 1 - The demand for home appliances has significantly improved, with the white goods sector showing a rebound in valuation. In the first nine months of 2025, air conditioning sales reached 90.81 million units, a year-on-year increase of 8.4% [2][3] - The "old-for-new" policy implemented in July 2024 has positively impacted sales, particularly in the kitchen appliance sector, where retail sales of range hoods and gas stoves saw year-on-year increases of 14.9% and 15.7%, respectively [2][3][24] - The overall valuation of the home appliance sector has declined, but it is currently at a near-bottom level, indicating high cost-effectiveness for investment [2][3][29] Group 2 - Three main investment themes are identified: 1. **Dividend**: Leading white and black goods companies exhibit low valuation, high dividends, and stable growth, making them attractive for investment [4] 2. **Technology**: Core component manufacturers are diversifying into emerging tech fields such as robotics and data center cooling, seeking cross-industry transformation [4] 3. **Overseas Expansion**: The penetration rate of new consumer categories, such as clean appliances, is increasing, indicating substantial growth potential [4][5] Group 3 - The white goods sector is expected to maintain stable growth due to the ongoing effects of the "old-for-new" policy, with head companies like Haier, Midea, and Gree being recommended for investment [4][5] - The kitchen appliance sector shows a clear division in performance, with traditional categories benefiting from government subsidies while new categories like integrated stoves face challenges [24][25] - The export market is experiencing a gradual decline in demand, with air conditioning exports dropping by 12.9% year-on-year in Q3 2025, influenced by previous tariff policies and high base effects [3][9][18]

Core Viewpoint - The home appliance industry demonstrated resilience during the 2025 Double Eleven shopping festival, with nearly 60% of consumers in first- and second-tier markets opting for new trend appliances that integrate AI features, indicating a shift in consumer preferences and a stable market outlook supported by policy and structural benefits [1][2]. Group 1: Market Performance - The Double Eleven event concluded with resilient growth in the home appliance sector, driven by promotional discounts and the recovery of policy funding, which is expected to support demand for essential appliances and structural upgrades [1]. - Major brands like Midea and Haier maintained strong performance, with Midea's COLMO suite sales increasing over 40% and Haier's suite sales exceeding 4 billion [2]. - The younger demographic is increasingly engaging with these brands, with Midea seeing over 50% growth in young consumers and Haier's Z-generation audience growing by 38% [2]. Group 2: Export Trends - There are signs of improvement in overseas sales for leading home appliance companies, despite high baseline pressures, with some companies showing sequential improvements in their international business [3]. - The positive developments in US-China trade negotiations at the end of October are expected to enhance global operations for leading brands, facilitating inventory clearance and potential export recovery [3]. - The penetration of smart appliances in overseas markets continues to grow, indicating a structural upturn in demand [3]. Group 3: Investment Outlook - The home appliance sector is expected to maintain a "stronger than market" rating, with limited pressure on domestic sales and a gradual recovery in exports anticipated [4]. - The overall valuation of the appliance sector has returned to historical low levels, presenting investment opportunities, particularly in high-quality companies with strong dividend yields [4]. - Recommended stocks include Midea Group, Haier Smart Home, Hisense Home Appliances, and Gree Electric, among others, which are expected to benefit from their competitive advantages and market positioning [4].

行 业 及 产 业 家用电器 2025 年 11 月 16 日 各品牌陆续发布双十一战报，九阳 行 业 研 究 / 行 业 点 评 相关研究 证 券 研 究 报 告 证券分析师 刘正 A0230518100001 liuzheng@swsresearch.com 刘嘉玲 A0230522120003 liujl@swsresearch.com 本期投资提示： ⚫ 本周家电板块跑赢沪深 300 指数。本周申万家用电器板块指数上涨 1.1%，同期沪深 300 指数下降 1.1%。重点公司方面，九阳股份（26.6%）、莱克电气（12.2%）、海信视 像（7.1%）领涨；三花智控（-12.3%）、荣泰健康（-2.6%）、科沃斯（-1.5%）领跌。 ⚫ 行业动态：1）石头科技发布双十一战报：登顶清洁电器品牌 TOP1，扫地机市场份额 TOP1，达到 34.75%，洗地机市场份额 TOP2，达到 25.02%，净销售额同比增长 408.52%。吸尘器净销售额同比增长 2295.52%。2）九阳豆业"哈基米豆浆"引领热 潮：九阳豆业推出名为"哈基米南北绿豆豆浆"的植物饮料并在消费市场掀起热潮，九 阳豆浆旗舰店所属公司为杭州 ...

Core Insights - Stone Technology has achieved significant growth during the "Double Eleven" shopping festival, establishing itself as a leading brand in the cleaning appliance market [1] Market Performance - During the "Double Eleven" promotion period (October 6 to November 2), Stone Technology ranked first in the vacuum cleaner market with a market share of 34.75% and second in the floor washing machine market with a market share of 25.02% [1] - From October 9 to November 11, the net sales of Stone Technology's vacuum cleaners increased nearly 23 times year-on-year, with strong performance also seen in washing and drying machines [1] Business Strategy - Stone Technology has successfully transitioned from being solely a vacuum cleaner brand to a comprehensive provider of home cleaning solutions, leveraging its vacuum cleaner as a stable foundation and expanding into floor washing machines and other smart cleaning products [1] - The company's recent organizational restructuring has led to more aggressive product and marketing strategies, including enhancing product pricing, differentiating product capabilities, diversifying sales channels, and increasing brand and traffic investments [1] Strategic Validation - The "Double Eleven" event not only marked a surge in sales but also validated the company's "technology-driven experience" strategic path, demonstrating its capability to provide a full-scene home cleaning solution [1]

Core Insights - Stone Technology has achieved significant growth during the Double Eleven shopping festival, establishing itself as the "global number one cleaning appliance" brand with a strong market presence in various product categories [1][19] Group 1: Performance Highlights - The market share of Stone Technology's sweeping robots reached 34.75%, maintaining the top position across all platforms [5] - The P20 Ultra Plus sweeping robot topped multiple sales rankings, including JD.com and Tmall, showcasing its strong market performance [5][8] - The sales revenue of vacuum cleaners increased nearly 23 times year-on-year, indicating robust demand for the product line [15] Group 2: Product Innovations - The P20 Ultra Plus features a unique "three-fold thermal cleaning" solution, achieving a high sterilization rate of 99.99% with international certifications [6][8] - The A30 Pro Steam washing machine is recognized as a "top-tier model" in the industry, offering advanced cleaning technologies such as high-temperature sterilization and powerful suction [14] Group 3: Strategic Developments - Stone Technology's organizational restructuring and proactive marketing strategies have contributed to the strong performance of its washing machine segment, with a market share of 25.02% and a year-on-year sales increase of 408.52% [10][14] - The company has successfully expanded its product offerings beyond sweeping robots, creating a comprehensive home cleaning solution that includes washing machines and other cleaning products [19]

Core Viewpoint - Anker Innovations plans to issue H-shares and apply for listing on the Hong Kong Stock Exchange to enhance its global strategy, competitiveness, and brand influence in international capital markets [1][3]. Group 1: Company Overview - Anker Innovations, established in 2011, capitalized on the cross-border e-commerce trend by selling power banks on platforms like Amazon, leading to significant brand recognition [3]. - The company became known as the "power bank king" after its listing on the Shenzhen Stock Exchange in August 2020 [3]. - Anker has established a strong presence in overseas markets, with 96.5% of its revenue coming from international sales in the first three quarters of 2025 [1][3]. Group 2: Financial Performance - In the first three quarters of 2025, Anker achieved a total revenue of 210.19 billion yuan, a year-on-year increase of 27.79%, with a net profit of 19.33 billion yuan, up 31.34% [6]. - The company’s revenue from overseas markets for 2023 and 2024 is projected to be 96.36% and 96.42%, respectively [3]. - Online sales contributed 143.96 billion yuan, growing 25.22%, while offline sales reached 66.23 billion yuan, increasing by 33.76% [6]. Group 3: Product and Market Strategy - Anker is expanding its product range beyond power banks, focusing on smart electricity, smart home automation, and smart audio, among other areas [5]. - The company has established partnerships with major retailers in North America and is expanding its presence in Europe, Japan, Southeast Asia, and South America [3]. Group 4: Challenges and Recalls - Anker is currently facing a recall issue, having recalled over 2 million power banks globally due to safety concerns related to battery risks [2][4]. - The recalls include significant numbers in both the Chinese and U.S. markets, which may lead to economic losses for the company [4]. Group 5: Research and Development - Anker is committed to increasing its R&D investment, with 7.51 billion yuan spent in the third quarter of 2025, a 24.72% increase year-on-year [7]. - The company is also focusing on enhancing its brand and user engagement, with sales expenses reaching 18.72 billion yuan, up 25.13% [7]. - Anker is advancing its robotics initiatives, including the development of basic and advanced robotic products, with ongoing recruitment of high-end talent [7].