证券研究报告 海信视像 (600060 CH) 电视盈利质量改善，新成长曲线延展 2025 年 8 月 26 日│中国内地 视听器材 公司公布上半年业绩：25H1 实现营收 272.31 亿元（同比+6.95%），归母 净利 10.56 亿元（同比+26.6%），其中，25Q2 营收同比+8.59%，归母净 利同比+36.72%，盈利能力持续改善。公司凭借大屏化、高端化布局和新显 示业务扩张，在收入端保持稳健增长，并在毛利率和归母净利率均改善的情 况下实现盈利能力提升。我们认为，公司在产品升级+新业务多元化+全球 化产能布局的三重驱动下，有望继续在行业分化中保持优势。维持"增持" 评级。 电视：结构升级支撑稳健增长 公司电视业务表现稳健。1）25H1 公司继续保持国内第一的电视零售份额 （奥维云网），品牌价格指数提升，显示出中高端产品竞争力。展望 Q3， 根据奥维云网数据，25W27-W33(6.30-8.17)海信/Vidda 线上+线下 KA 零售 额分别同比+20.3%/+6.89%，零售价分别同比+12.5%/+17.4%。我们继续 看好需求结构升级趋势延续，国内收入增长可期。2）海关总署数据显示， ...

Core Viewpoint - The Qingdao New Display Industry Park aims to become a leading hub for the new display industry, focusing on module strengthening, panel breakthroughs, terminal expansion, and technological innovation [1][3]. Group 1: Industry Development - The park covers an area of 14,304 acres and is designed to be a new growth pole for high-quality development in the national new display industry [1]. - As of now, the park has attracted major industry players such as BOE Technology Group, Fusion Optoelectronics, and Wanda Optoelectronics, with a total investment exceeding 50 billion yuan and 29 key projects established [3]. - In 2024, the Qingdao West Coast New Area's new display industry cluster was recognized as a provincial strategic emerging industry cluster, achieving an industrial output value of 44.9 billion yuan, a 14% year-on-year increase, and surpassing 50 billion yuan in operating revenue [3]. Group 2: Location Advantages - The park is strategically located in the center of Qingdao, with convenient transportation links, including proximity to Qingdao Jiaodong International Airport (32 km), Qingdao Station (27 km), and Qingdao Port (20 km) [4]. Group 3: Operational Mechanism - The park operates under a "5-in-1" work mechanism led by city-level chain leaders, with guidance from the city’s industrial chain special team and support from the West Coast New Area and Qingdao Development Zone [5]. - A comprehensive set of park planning, policies, and a joint investment promotion team has been established, along with three industrial funds totaling 12 billion yuan [5]. Group 4: Industrial Layout and Key Projects - The Module Panel Area (A Zone) spans 5,754 acres, focusing on attracting OLED and Micro OLED projects while enhancing local supply chain capabilities [7]. - The Materials and Equipment Area (B Zone) covers 7,650 acres, with projects like the Qingdao Optoelectronic Industry Park's first-phase equipment research institute aimed at overcoming domestic industry bottlenecks [7]. - The Terminal Application Area (C Zone) occupies 900 acres, leveraging Hisense Group to strengthen innovation in laser display technology [7]. Group 5: Infrastructure Development - Over 9 billion yuan has been invested in improving the park's infrastructure, including the construction and renovation of 22 kilometers of roads and 143 kilometers of pipelines [8]. - Supporting facilities such as the Innovation Park R&D center and various educational institutions are being developed to create a youth-friendly and integrated urban area [8]. Group 6: Investment Direction - The park is focused on attracting investments across the entire new display industry chain, including upstream materials, core equipment, semiconductor devices, midstream module and panel manufacturing, and downstream smart home appliances and consumer electronics [9].