家电行业 行业研究 | 动态跟踪 PPI 上行周期，中高端卡位机会显现 核心观点 投资建议与投资标的 投资建议： PPI 上行周期，中高端卡位机会显现。龙头公司顺价能力更强，盈利确定性 更高，推荐经营稳健的龙头公司。 主线一：龙头公司经营效率更高，成本上行周期经营更稳健，结合较高股息率可作为稳 健配置首选，相关标的：海尔智家(600690，未评级)、海信视像(600060，增持)。 主线二：出海仍为长期主线，2026 年有望迎来估值切换，相关标的：石头科技 (688169，买入) 、莱克电气(603355，买入)。 风险提示 以旧换新补贴政策持续性存在不确定性、关税扰动反复。 国家/地区 中国 行业 家电行业 报告发布日期 2026 年 02 月 05 日 看好（维持） | 李汉颖 | 执业证书编号：S0860525100006 | | --- | --- | | | lihanying@orientsec.com.cn | | | 021-63326320 | | 曲世强 | 执业证书编号：S0860525100004 | | | qushiqiang@orientsec.com.cn | | | 021- ...

Group 1 - The core viewpoint is that Hisense is focusing on upgrading its home air conditioning business through its two main brands, Hisense and Kelon, to compete in the market [1] - Hisense's Kelon brand is targeting young consumers by emphasizing the sleep economy and healthy home trends, aiming to strengthen its brand image among younger demographics [1] - The company positions itself on cost-effectiveness, aiming to meet the essential demand of young consumers for high quality at low prices [1]

Core Viewpoint - Hisense Home Appliances reported disappointing half-year results, marking the lowest revenue growth in six years and the lowest net profit growth in three years, raising concerns about the company's performance under the new leadership of Gao Yuling [1][2][12]. Financial Performance - In the first half of 2025, Hisense Home Appliances achieved revenue of 49.34 billion yuan, a year-on-year increase of 1.44%, and a net profit attributable to shareholders of 2.077 billion yuan, up 3.01% year-on-year [1]. - The air conditioning segment, which contributed 48.02% of total revenue, saw revenue growth slow to 4.07% from 7.59% in the previous year, with product gross margin declining by 1.56% [1][5]. Management Changes - Gao Yuling was appointed as the new chairman of Hisense Home Appliances, taking over from Dai Huizhong, and also assumed the role of president following the resignation of Hu Jianrong [4][5]. - The company announced several key personnel changes, including the appointment of Yin Bitong and Fang Xueyu to the new management team [4]. Market Competition - The home appliance market is becoming increasingly competitive, with Hisense facing challenges from both established brands like Gree and Midea and emerging players like Xiaomi, particularly in the online sales channel [7][8]. - Hisense's online market share for air conditioning products has declined, while its offline market share has improved, indicating a significant gap in e-commerce performance compared to competitors [7][8]. Regional Performance - In the first half of 2025, domestic revenue decreased by 0.31% year-on-year, while international revenue grew by 12.34%, but at a slower rate than the previous year [9]. - The gross margin for domestic sales fell by 0.06%, reflecting broader challenges in both domestic and international markets [9]. Investor Sentiment - Following the release of the half-year report, Hisense's stock price dropped by 5.5%, with several major shareholders reducing their stakes in the company, indicating a shift in market confidence [11][12].