2026伊始，"新"是第一关键字。而大家最为熟悉的 海尔智家 ，则在开年也令人耳目一新。 1月6日，海尔智家发布了一支时长为一分半钟的视频《海尔智家的全球化：以小见大》。视频画面并不复杂，只是从大家最熟悉的"Haier"Logo切入，到 Logo所在的场景，以及对这个场景所在的国家业绩进行全面梳理，却透露出别出心裁的创意。因为我们从视频上看到的还是表象，更深层次的内核在于视 频向外界传递了海尔智家全球化的广度与深度。 比如，在高度成熟的欧洲市场，海尔智家白电整体份额位居中企第一，欧洲暖通两大主流渠道份额TOP1；其中在法国市场，位居千欧元以上高端大冰箱市 场第一。而在潜力巨大的新兴市场东南亚，海尔智家实现了白电整体份额第一；其中在泰国，海尔空调份额第一；在印尼，旗下AQUA成为中资品牌第 一……这只是海尔智家全球化进程中的几个代表性片段，在这些场景的背后，是遍及200多个国家和地区本土化布局的广度。 再来看深度，每一处Logo所在场景，都反映出其本土化运营的深度。无论是亚洲杯板球赛场的广告牌，还是欧洲法网赛场上的醒目Logo；也无论是澳网的 赞助，还是泰国刚刚崛起的新工业园……这些场景能够看到一个品牌本土化运 ...

Group 1 - Home appliance stocks experienced a significant rise, with Skyworth Group increasing by 10.45% to HKD 5.18, Midea Group rising by 5% to HKD 89.2, Haier Smart Home up by 4.2% to HKD 25.3, and Hisense Home Appliances gaining 2.33% to HKD 23.72 [1] - The National Development and Reform Commission and the Ministry of Finance jointly issued a notice on December 30 regarding the implementation of large-scale equipment updates and the old-for-new policy for consumer goods in 2026 [1] - Dongfang Securities anticipates that the domestic sales pressure will improve in the first quarter of 2026 with the arrival of national subsidy funds, and the industry will gradually enter a post-subsidy era [1] - Guotou Securities forecasts that the old-for-new policy for home appliances will continue in 2026, with optimized support scope, subsidy standards, and implementation mechanisms, leading to steady domestic home appliance consumption [1] - Companies with advantages in research and development, distribution, and branding in both white goods and black goods sectors are expected to benefit more from the new policy [1] - The easing of the China-U.S. trade conflict is expected to reduce tariff pressures, and home appliance companies are gradually releasing global production capacity, with emerging markets contributing incremental growth [1]

1月2日， 再涨超7%，截至发稿，涨7.46%，报5.04港元，成交额1553.65万港元。 消息面上，近日，创维光伏海外市场再传佳音——位于意大利阿布鲁佐奥克拉的10MW分布式光伏电站项目正式签约，标志着该项目进入实质性建设阶段。 除此之外，创维光伏已在欧洲市场取得积极进展，包括在法国波尔多成功签约10MW光伏项目，逐步构建起覆盖欧洲重点区域的清洁能源网络。 值得注意的是，2026年家电以旧换新政策近日出台。国投证券指出，2026年补贴政策聚焦白电、彩电等品类，补贴资金重点投向高能效产品，且强调支持线 下实体零售。该行认为，新政策有望推动家电行业向着高端化、智能化、绿色化升级，带动产品结构优化，具有研发、渠道和品牌优势的大家电企业将更受 益于补贴政策。 编辑/KOKO ...

家电行业 2026 年度投资策略 20251230 摘要 2026 年家电行业整体需求空间明确，但增长动力有限，边际景气度和 格局变化是关键影响因素。需求韧性强或格局改善的品类，业绩确定性 更高，白电和两轮车领域增长机会相对确定。 白电领域以更新需求为主，海外市场具备结构性增量，重点龙头企业有 望实现 5-10%的收入增长。小米增速放缓，高端化策略缓释价格竞争， 行业格局有所改善，提升业绩保证度。 两轮车市场具备刚需属性，存量更新有底盘支撑，新国标加持下行业格 局优化，中高端市场拓展带来结构性增量。若内需良好，潜在弹性较大， 有望实现个位数以上增长。 黑电需求中枢萎缩但有结构性升级趋势，受外部环境影响不确定性较高， 国内企业竞争激烈，毛利率提升受制约，需求态势需持续关注。 厨电与照明受地产后周期影响，短期需求可能回落，但行业格局优化， 中期利好龙头企业，可作为中期关注对象。小家电及清洁设备海外需求 良好，国内有回流风险，经营层面逐步改善，值得关注。 Q&A 2026 年家电行业的年度策略是什么？ 2026 年家电行业的年度策略主要围绕两个核心主线：一是把握确定性机会， 二是关注出海赛道。具体而言，确定性机会主 ...

2025年，A股大消费板块面临多重挑战，部分企业陷入"增收不增利"的困境，与此同时，消费者对商品 质量、服务体验和透明度的要求日益提高，使得企业必须从粗放式竞争转向精细化运营。 宏观层面，国家发展改革委、财政部印发的《关于2026年实施大规模设备更新和消费品以旧换新政策的 通知》12月30日对外发布，明确2026年"两新"政策的支持范围、补贴标准和工作要求。与此同时，为优 化实施"两新"政策，做好政策平稳有序衔接，满足元旦、春节等旺季消费需求，近日，国家发展改革委 会同财政部，已向地方提前下达2026年第一批625亿元超长期特别国债支持消费品以旧换新资金计划。 12月14日，商务部、中国人民银行、金融监管总局联合印发《关于加强商务和金融协同 更大力度提振 消费的通知》，指导地方相关部门和金融机构加强协同，精准施策推动惠民生和促消费紧密结合。通知 围绕商品消费、服务消费、新型消费、消费场景、消费帮扶等重点领域和强机制、抓落实、促合力等关 键环节提出3方面11条政策措施。 此前于11月14日召开的国务院常务会议，部署增强消费品供需适配性进一步促进消费政策措施。11月26 日，工业和信息化部等六部门联合印发《关于增 ...

Core Insights - The report maintains a strong market rating for the home appliance sector, emphasizing the shift in consumer behavior towards a more present-focused consumption mindset, driven by the new generation of consumers [1] - The report highlights the expected leadership of the new consumption sector in 2025, while traditional consumption sectors are anticipated to show lackluster performance [4] Macro Consumption Trends - The report notes a significant transformation in consumer attitudes, moving from a culture of saving to one of cautious spending and living in the moment, which is expected to create new investment opportunities [4][11] - It identifies a structural opportunity in consumption, with the main drivers shifting from broad-based recovery to specific demographic groups, particularly the elderly and single-person households [32] Global Economic Landscape - The report emphasizes the importance of global emerging markets, suggesting that Chinese companies are well-positioned to lead in new product categories with significant growth potential [4] - It points out that the export structure is evolving towards innovation-driven categories, enhancing resilience against geopolitical risks [4] Domestic Consumption Dynamics - The report indicates that domestic consumption is entering a phase of refinement, with strong companies benefiting from the changing consumption landscape [4] - It highlights the ongoing growth in the pet economy and health supplements, suggesting that companies with e-commerce capabilities will be favored [4] Export Opportunities - The report discusses the resilience of exports, noting a shift from reliance on developed markets to emerging markets, with significant growth in exports to countries like India and Indonesia [49] - It highlights the importance of diversifying export markets and supporting new business models such as cross-border e-commerce [49] Sector-Specific Insights - The report identifies specific sectors poised for growth, including cleaning appliances, which are expected to benefit from government subsidies and increasing consumer demand [53] - It suggests that the pet economy and health products will continue to thrive, driven by changing consumer preferences and increased awareness [4] Consumer Income and Spending - The report notes that while income growth is stabilizing across different income groups, the spending power of high-income households is expected to drive consumption growth [35] - It emphasizes the importance of asset conditions, particularly housing, in influencing consumer behavior and spending patterns [35] Rural Consumption Potential - The report highlights the growing consumption potential in rural areas, where income growth is outpacing urban areas, suggesting a shift in focus towards rural markets [39] - It notes that rural high-income groups are likely to lead in spending on services, healthcare, and entertainment [39]

人民财讯12月25日电，中信证券研报称，原材料价格波动，对白电毛利率影响有限。2025年四季度以 来，铜铝在供给偏紧与需求结构性增量影响下，价格中枢上移，但中信证券认为其对白电盈利影响有 限，主要因铜铝价格上行与塑料价格下行形成对冲，并且家电龙头会对大宗原材料进行套保。若原材料 价格高位震荡并再度上行，中信证券预计，成本压力或在2026年二季度、三季度有所体现。 ...

Investment Rating - The report rates the home appliance industry as "Positive" for investment, marking it as the first recommendation for 2026 [3]. Core Insights - The report emphasizes that leading companies with strong product capabilities, channel efficiency, cost control, and brand premium are positioned to gain market share during a challenging domestic demand environment. The industry is shifting from "incremental competition" to "stock integration" [4]. - It highlights that while short-term revenue growth may be difficult to expect, leading companies are likely to maintain profit growth due to improved efficiency and cost reduction. A stabilization in demand could lead to a new golden era for these companies [4]. - The report suggests focusing on three main investment themes: companies benefiting from domestic market consolidation, those redefining products for overseas markets, and quality dividend stocks with low valuations [4]. Summary by Sections 1. Market Performance and Fundamentals - The home appliance sector underperformed the CSI 300 index in 2025, with a growth rate of 9.7%, lagging behind the index by 7.8 percentage points, primarily due to external tariffs and domestic policy fluctuations [9]. - The report notes that the home appliance sector's valuation remains low compared to other consumer sectors, with a PE ratio of 14.7X as of November 30, 2025, reflecting the industry's mature phase and pressures from declining domestic real estate demand [19][20]. 2. Main Line One: Opportunities in Market Consolidation - The report identifies opportunities in the smart projection market, where domestic consolidation is occurring, and leading companies are gaining market share. The market is expected to improve as consumer demand recovers [61]. - In the kitchen appliance sector, leading companies are showing resilience in performance despite weak demand, with market shares increasing as smaller competitors exit the market [76]. 3. Main Line Two: Redefining Products for Export Markets - The report discusses the growth potential in the robotic vacuum cleaner market, which is expected to see double-digit growth in the overseas market from 2024 to 2029, driven by product innovation [86]. - It also highlights the potential for growth in the lawn mower robot market, particularly in Europe, where the penetration rate is expected to rise significantly [104]. 4. Main Line Three: Quality Dividend Stocks - The report suggests that companies like Midea Group and Haier Smart Home are positioned well due to their stable cash flows and increasing dividend payouts, making them attractive for long-term investment [85].

如何看 2025 年 11 月消费数据 20251215 摘要 2025 年 11 月社会消费品零售总额增速放缓，商品零售总额增速约为 1%，餐饮收入同比增长 3.2%，环比有所回落，表明消费市场整体增长 动能减弱。 实物商品网上零售额占比达 26%，但增速较前期有所下滑，线下零售业 中便利店和超市保持相对景气，而百货、专业店和品牌专卖店增速较低， 反映线上线下零售业态发展不平衡。 必选消费品如粮油食品保持稳健增长，可选消费品中化妆品和黄金珠宝 受益于促销和金价上涨表现较好，但家电受政策和需求透支影响同比下 降，揭示不同品类消费差异。 汽车社零总额同比下滑 8.3%，但乘用车销量和出口量仍保持增长，新 能源车渗透率维持高位，预示汽车市场结构性变化和出口增长潜力。 免税行业四季度受益于黄金珠宝和手机等大单品拉动，预计海南离岛免 税至少到明年三季度将维持正增长，反映免税消费的增长潜力。 白酒行业处于主动去库存阶段，春节旺季备货启动较晚，但茅台等高端 品牌价格回落对需求形成支撑，预计春节动销有望边际改善，建议逐步 配置白酒板块。 家电行业受国补政策影响销售下滑，但预计明年政策可能延续，建议关 注需求韧性强的白电和两 ...

Core Viewpoint - The report from GF Securities indicates that the home appliance industry is expected to experience a slowdown in growth in 2026 due to high base effects, despite significant benefits from the "old-for-new" policy in 2025. Leading companies are anticipated to outperform the industry due to their channel and brand advantages. Long-term growth in overseas sales is also expected to remain stable, supported by an increase in global market share [1][2]. Summary by Sections 2025 Review - The home appliance sector has shown a cumulative increase of 8.1% year-to-date as of November 28, 2025, ranking 27th among all sectors and underperforming the CSI 300 index by 10.4 percentage points [2]. - The performance of various segments includes: home appliance components (+64.7%), black appliances (+12.6%), lighting equipment (+11.9%), small appliances (+9.5%), kitchen appliances (-0.7%), and white appliances (-1.1%) [2]. - Retail sales of home appliances from January to October 2025 increased by 20.1% year-on-year, driven by the "old-for-new" policy, although growth slowed in September and October due to high base effects. Exports in the same period decreased by 3.4% in USD terms and 2.5% in RMB terms, primarily due to the impact of the US-China trade war, but the decline was manageable, indicating resilience and global competitiveness [2]. 2026 Outlook - Domestic demand is expected to slow down in 2026 due to high base effects from the "old-for-new" policy in 2025, but leading companies are likely to outperform the industry due to their channel and brand advantages. For external sales, companies have adapted to trade policy fluctuations since 2018-2019, and long-term growth in overseas sales is anticipated [3]. - Profitability is expected to remain stable, with manageable cost pressures as copper prices have risen, shipping costs have returned to normal levels, and the exchange rate has shown slight appreciation [3]. - As of November 28, 2025, the price-to-earnings ratio (PE-TTM) for the home appliance sector increased from 15.1x at the beginning of the year to 17.3x, placing it at the 66th percentile historically since 2016. The proportion of public funds heavily invested in the home appliance sector decreased to 2.5%, down 1.8 percentage points from the previous quarter, marking a continuous decline over three quarters [3]. 2026 Sub-industry Outlook - White Appliances: Expected to face a slowdown in growth due to high base effects from national subsidies, but overseas sales are projected to remain resilient, benefiting from emerging market demand [4]. - Small Appliances: Continued policy support is expected to improve average prices in kitchen small appliances, with significant growth potential in the overseas market for robotic vacuum cleaners [4]. - Black Appliances: Product structure upgrades are anticipated to enhance average prices and profitability, with continued growth in overseas market share [5]. - Two-Wheelers: The implementation of new regulations in 2026 is expected to sustain industry growth, with leading companies likely to increase their market share as smaller competitors exit the market, and significant opportunities in overseas markets [5].