丨证券研究报告丨 公司研究丨点评报告丨海尔智家（600690.SH） [Table_Title] 营收业绩延续较好增长，经营质量显著改善 陈亮 SAC：S0490517070017 SFC：BUW408 请阅读最后评级说明和重要声明 %% %% %% %% research.95579.com 1 报告要点 [Table_Summary] 2025H1 公司实现营业收入 1564.94 亿元，同比增长 10.22%，实现归母净利润 120.33 亿元， 同比增长 15.59%，实现扣非归母净利润 117.02 亿元，同比增长 15.18%；其中，2025Q2 公司 实现营业收入 773.76 亿元，同比增长 10.39%，实现归母净利润 65.46 亿元，同比增长 16.02%， 实现扣非归母净利润 63.38 亿元，同比增长 14.81%。同时，公司拟向全体股东每 10 股派发现 金红利 2.69 元（含税），对应 2025H1 归母净利润比例为 20.83%。 分析师及联系人 [Table_Author] 海尔智家（600690.SH） cjzqdt11111 [Table_Title2] 营收业绩延续较 ...

Summary of Key Points Core Viewpoint - Haier Smart Home announced a share buyback program, indicating confidence in its stock value and commitment to returning capital to shareholders [1]. Group 1: Share Buyback Details - As of August 2025, the company has repurchased approximately 2.57 million shares, accounting for 0.027% of its total share capital, with a total expenditure of about 64.93 million yuan [1]. - From the start of the buyback on April 7, 2025, until the end of August 2025, Haier Smart Home has repurchased a total of approximately 35.95 million shares, representing 0.383% of its total share capital, with a total expenditure of about 899 million yuan [1]. - The highest purchase price during this period was 26.3 yuan per share, while the lowest was 23.6 yuan per share [1]. Group 2: Revenue Composition - For the first half of 2025, the revenue composition of Haier Smart Home is as follows: refrigerators accounted for 27.17%, air conditioners for 20.94%, washing machines for 20.22%, kitchen and bathroom appliances for 13.1%, channel services and others for 11.97%, and water appliances for 6.11% [1]. Group 3: Market Capitalization - As of the report date, Haier Smart Home's market capitalization stands at 243.5 billion yuan [1].

Core Viewpoint - Haier Smart Home has shown a stable performance in the home appliance sector, with a market capitalization of 241.89 billion yuan and a recent trading volume of 1.22 billion yuan, indicating investor interest and potential growth opportunities [1]. Company Overview - Founded in 1984, Haier Group has expanded from producing refrigerators to a wide range of sectors including home appliances, IT, logistics, finance, and biopharmaceuticals, becoming a global leader in providing solutions for a better life [2]. - The company is recognized as the world's largest brand in major home appliances, holding a global retail market share of 10.2% in 2014 and maintaining this position for six consecutive years [2]. Shareholder Structure - The top ten circulating shareholders include significant entities such as Central Huijin Asset Management and China Securities Finance Corporation, indicating institutional support [3]. - As of March 31, 2025, Haier Smart Home had 188,700 shareholders, reflecting a 13.34% increase from the previous period [7]. Financial Performance - For the first quarter of 2025, Haier Smart Home reported a revenue of 79.12 billion yuan, representing a year-on-year growth of 14.70%, and a net profit attributable to shareholders of 5.49 billion yuan, up 14.95% year-on-year [7]. - The company has distributed a total of 46.155 billion yuan in dividends since its A-share listing, with 21.766 billion yuan distributed in the last three years [8]. Market Activity - The stock has seen a net inflow of 979,200 yuan today, with a 0% market share, and has been experiencing increased institutional investment over the past two days [4]. - The average trading cost of the stock is 25.42 yuan, with the current price approaching a resistance level of 25.90 yuan, suggesting potential for upward movement if this level is surpassed [6].

Core Viewpoint - Haier Smart Home has shown a positive stock performance with a 1.15% increase in share price, reaching a market capitalization of 240.11 billion yuan [1] Company Overview - Haier Group, founded in 1984, has expanded from producing refrigerators to a wide range of sectors including home appliances, IT, logistics, finance, real estate, and biopharmaceuticals, becoming a global leader in providing solutions for a better life [2] - The company's main business includes the research, production, and sales of home appliances such as refrigerators, kitchen appliances, air conditioners, washing machines, and smart home solutions [2][6] - As of March 31, 2025, Haier Smart Home reported a revenue of 79.12 billion yuan, a year-on-year increase of 14.70%, and a net profit of 5.49 billion yuan, up 14.95% year-on-year [6] Financial Performance - The company has distributed a total of 46.155 billion yuan in dividends since its A-share listing, with 21.766 billion yuan distributed in the last three years [7] - The average trading cost of the stock is 25.41 yuan, with the current stock price approaching a resistance level of 25.90 yuan, indicating potential for upward movement if the resistance is broken [5] Shareholder Structure - As of March 31, 2025, the number of shareholders increased to 188,700, with an average of 0 circulating shares per person [6] - Major shareholders include Hong Kong Central Clearing Limited and various ETFs, with some reductions in their holdings compared to the previous period [7][8]

Core Viewpoint - Haier Smart Home has shown a stable performance in the home appliance sector, with a focus on innovation in wireless charging technology and a diverse product range [2][6]. Company Overview - Haier Group, founded in 1984, has expanded from producing refrigerators to a wide array of products including home appliances, IT digital products, logistics, finance, real estate, and biopharmaceuticals, becoming a global leader in providing solutions for a better life [2]. - Haier Smart Home, established on March 31, 1994, specializes in the research, production, and sales of smart home appliances, including refrigerators, washing machines, air conditioners, and kitchen appliances [6]. - The company's revenue composition includes: refrigerators 29.11%, washing machines 22.04%, air conditioners 17.15%, kitchen appliances 14.38%, equipment and channel services 11.33%, water appliances 5.51%, and other businesses 0.49% [6]. Financial Performance - For the period from January to March 2025, Haier Smart Home achieved a revenue of 79.118 billion yuan, representing a year-on-year growth of 14.70%, and a net profit attributable to shareholders of 5.487 billion yuan, with a year-on-year increase of 14.95% [6]. - The company has distributed a total of 46.155 billion yuan in dividends since its A-share listing, with 21.766 billion yuan distributed in the last three years [7]. Market Activity - On August 20, Haier Smart Home's stock increased by 0.40%, with a trading volume of 1.36 billion yuan and a market capitalization of 237.388 billion yuan [1]. - The stock has experienced a net outflow of 62.4094 million yuan from major investors, indicating a reduction in holdings over the past two days [3][4]. Technical Analysis - The average trading cost of the stock is 25.41 yuan, with the current price approaching a resistance level of 25.34 yuan, suggesting potential for a price correction if this level is not surpassed [5].

Core Viewpoint - Haier Smart Home is a leading player in the home appliance industry, focusing on innovation and technology to enhance its market position and product offerings [2][6]. Company Overview - Haier Smart Home, established on March 31, 1994, is located in Qingdao, Shandong Province, and was listed on November 19, 1993 [6]. - The company specializes in the research, production, and sales of smart home appliances, including refrigerators, washing machines, air conditioners, and kitchen appliances [6]. - The revenue composition includes: refrigerators 29.11%, washing machines 22.04%, air conditioners 17.15%, kitchen appliances 14.38%, equipment and channel services 11.33%, water appliances 5.51%, and other businesses 0.49% [6]. Market Position - Haier Group, founded in 1984, has expanded from producing refrigerators to a wide range of sectors, becoming a global leader in providing solutions for a better life [2]. - In 2014, Haier held a global retail market share of 10.2%, maintaining its position as the world's largest home appliance brand for six consecutive years [2]. Financial Performance - For the period from January to March 2025, Haier Smart Home achieved a revenue of 79.118 billion yuan, representing a year-on-year growth of 14.70%, and a net profit attributable to shareholders of 5.487 billion yuan, up 14.95% year-on-year [6]. - The company has distributed a total of 37.159 billion yuan in dividends since its A-share listing, with 17.090 billion yuan distributed in the last three years [7]. Investment and Shareholding - As of March 31, 2025, Haier Smart Home had 188,700 shareholders, an increase of 13.34% from the previous period [6]. - Major shareholders include Hong Kong Central Clearing Limited, holding 581 million shares, and various ETFs, which have seen a decrease in holdings compared to the previous period [8]. Technical Analysis - The average trading cost of the stock is 26.26 yuan, with the current price near a support level of 25.30 yuan, indicating potential for a rebound if this support holds [5].

Investment Rating - The report maintains a "Buy" rating for Haier Smart Home [12] Core Viewpoints - Profit margin improvement is a continuous evolution direction for Haier, with a steady upward trend in profit margins observed in recent years. The report aims to systematically assess the potential and space for Haier's long-term profit margin enhancement by addressing three core questions: what factors have historically led to Haier's relatively low profit margins, what driving forces exist for profit improvement during the transformation process, and how much room for profit margin enhancement is there in the future [4][20] Summary by Relevant Sections Current Profit Margin Structure - Haier's overall gross margin has shown a year-on-year improvement since 2020, with a projected gross margin of 27.8% in 2024. The gross margins for various business segments in 2024 are expected to be 30.8% for refrigerators, 31.4% for washing machines, 23.9% for air conditioners, 29.3% for kitchen appliances, 41.6% for water appliances, and 8.6% for channel services, all reflecting year-on-year increases [23][25] Factors Leading to Low Profit Margins - The company's long-standing profit structure features "high gross margin + high expense ratio + low net profit margin." This is primarily due to differences in sales models compared to competitors, with air conditioning business still in the optimization phase and a significant investment in overseas acquisitions since 2015 impacting overall profitability [7][49][71] Drivers of Profit Margin Optimization - Since 2019, Haier's profitability has entered a phase of continuous improvement, with gross and expense sides contributing approximately 50% each to the incremental growth. The company is leveraging AI tools for digital transformation, which has already shown significant efficiency improvements. The domestic high-end brand Casarte has established a leading position, while overseas operations are undergoing organizational changes and production facility optimizations [8][10] Future Profit Margin Elasticity - Through digital transformation, product premiumization, and supply chain optimization, Haier aims to enhance profitability. Projections for 2024 suggest a long-term steady-state gross margin could rise to between 29.97% and 32.30%, with the expense ratio potentially optimizing to between 17.34% and 20.07%, leading to a net profit margin increase to between 10.85% and 14.08%, corresponding to an additional performance release of 56%-106% [9][10] Investment Recommendations - The report suggests seizing opportunities with this quality growth leader, as Haier's profitability has gradually improved since 2019. The domestic high-end market position of Casarte is expected to drive product structure optimization, while overseas business restructuring and efficiency improvements are anticipated to support continued growth. The company is expected to achieve net profits of 21.034 billion, 23.807 billion, and 26.207 billion yuan in 2025, 2026, and 2027, respectively, with corresponding P/E ratios of 11.4, 10.1, and 9.2 [10][18]

Investment Rating - The report maintains a "Buy" rating for the company, projecting strong growth in revenue and net profit over the next few years [104]. Core Views - The company is expected to benefit from global expansion and digital transformation within its supply chain, particularly enhancing its competitiveness in the air conditioning sector [104]. - Revenue for 2025-2027 is forecasted to grow at rates of 7.6%, 6.4%, and 6.1% respectively, with net profit growth rates of 13.2%, 12.9%, and 10.0% [104]. Financial Performance Summary - In 2024, the company achieved a revenue of 286 billion yuan, a year-on-year increase of 4.3%, with a net profit of 18.741 billion yuan, reflecting a growth of 12.9% [9][15]. - The gross margin for 2024 was reported at 27.8%, with a net profit margin of 6.8% and a return on equity (ROE) of 17.4% [15]. - The company’s earnings per share (EPS) for 2024 was 2.00 yuan, with projections of 2.26 yuan for 2025, 2.55 yuan for 2026, and 2.81 yuan for 2027 [105]. Business Segmentation - The company’s revenue breakdown for 2024 includes air conditioning (49.056 billion yuan), refrigerators (83.241 billion yuan), washing machines (63.028 billion yuan), kitchen appliances (41.111 billion yuan), and water appliances (15.751 billion yuan) [10][11]. - The air conditioning segment showed a significant growth rate of 7.4%, while kitchen appliances experienced a slight decline of 1.1% [9][10]. Market Trends - The home air conditioning market is expected to remain robust, with domestic sales projected to grow due to government subsidy policies [28]. - The company’s international sales reached 1,429 billion yuan in 2024, marking a year-on-year increase of 5.3% [13]. Future Outlook - The company is projected to achieve revenues of 307.846 billion yuan in 2025, 327.512 billion yuan in 2026, and 347.385 billion yuan in 2027, with corresponding net profits of 21.208 billion yuan, 23.944 billion yuan, and 26.329 billion yuan [105].

Investment Rating - The investment rating for Haier Smart Home (600690) is "Accumulate" [1] Core Views - The company reported a revenue of 285.98 billion RMB in 2024, a year-on-year increase of 4.29%, and a net profit attributable to shareholders of 18.74 billion RMB, up 12.92% year-on-year [2] - In Q1 2025, the company achieved a revenue of 79.12 billion RMB, representing a year-on-year growth of 10.06%, and a net profit of 5.49 billion RMB, up 15.09% year-on-year [2] - The domestic market is benefiting from digital transformation, while overseas markets continue to show strong growth [3][4] Summary by Sections Revenue and Profit Growth - In 2024, the revenue breakdown by product shows air conditioning revenue at 49.06 billion RMB (+7.44%), refrigerator revenue at 83.24 billion RMB (+1.96%), kitchen appliances at 41.11 billion RMB (-1.15%), water appliances at 15.75 billion RMB (+4.93%), and washing machines at 63.03 billion RMB (+2.87%) [3] - Domestic revenue was 141.68 billion RMB (+3.12%), while overseas revenue reached 142.90 billion RMB (+5.32%) [3] Q1 2025 Performance - In Q1 2025, the company’s revenue in the Chinese market grew by 7.8%, with the Casarte brand growing over 20% [4] - Overseas revenue increased by 12.6%, with significant growth in North America and emerging markets [4] Profitability and Cost Management - The gross margin for 2024 was 27.8%, with domestic gross margin at 29.79% and overseas at 25.40% [5] - The net profit margin for Q1 2025 was 7.13%, reflecting improvements in cost management and operational efficiency [5] Financial Forecast - The company’s revenue is projected to reach 303.75 billion RMB in 2025, 321.84 billion RMB in 2026, and 340.16 billion RMB in 2027 [6] - The net profit forecast for 2025 is 21.57 billion RMB, with EPS expected to be 2.30 RMB [7]

Group 1 - Haier Smart Home announced a share buyback plan for part of its A-shares, which was approved during the 13th meeting of the 11th Board of Directors on March 27, 2025 [2] - The announcement regarding the share buyback was disclosed on March 28, 2025, on the Shanghai Stock Exchange [2] - The top ten unrestricted shareholders before March 27, 2025, collectively held approximately 6.389 billion shares, accounting for 68.09% of the total shares [2] Group 2 - For the year 2024, Haier Smart Home's revenue composition was as follows: refrigerators 29.11%, washing machines 22.04%, air conditioners 17.15%, kitchen and bathroom appliances 14.38%, channel comprehensive services and others 11.33%, and water appliances 5.51% [3]