Investment Rating - The investment rating for the company is "Buy" (maintained) [1] Core Views - In the first half of 2025, the company achieved a revenue of 3.857 billion yuan, representing a year-on-year increase of 40.6%. The net profit attributable to the parent company was 275 million yuan, up 32.74% year-on-year [7] - The company is recognized as a leader in consumer electronics exports in China, with significant growth expected from new NAS products and the expansion of offline channels [7] - The revenue forecast for 2025 has been adjusted upwards due to high growth expectations, while the net profit forecast has been slightly lowered due to increased short-term expenses [7] Revenue and Profit Forecast - Total revenue is projected to reach 8.661 billion yuan in 2025, with a year-on-year growth of 40.38% [1] - The net profit attributable to the parent company is expected to be 619.23 million yuan in 2025, reflecting a year-on-year increase of 33.95% [1] - The earnings per share (EPS) is forecasted to be 1.49 yuan in 2025, with a price-to-earnings (P/E) ratio of 45.23 based on the latest diluted EPS [1] Product Performance - The storage category, particularly NAS products, saw a remarkable revenue increase of 125.13% year-on-year, contributing 410 million yuan to total revenue [7] - Charging products generated 1.43 billion yuan in revenue, up 44.39% year-on-year, while transmission products achieved 1.03 billion yuan, growing by 29% [7] Channel Expansion - Online sales reached 2.85 billion yuan, a year-on-year increase of 36.8%, with Amazon contributing 1.33 billion yuan, up 42.24% [7] - Offline sales grew significantly, reaching 1.01 billion yuan, up 52.9%, with successful entry into major retail chains in the US and Europe [7]

Core Insights - The NAS industry is experiencing significant growth driven by the increasing demand for data storage due to the upgrade of smart devices, the expansion of internet applications, and the diversification of recording methods. Personal data storage has surged, with the memory required for a single photo and one minute of video increasing by 4-10 times and 6-10 times, respectively, from 2015-2018 to 2023-2025 [1][9][17]. Group 1: Data Storage Demand - The demand for data storage is escalating, with 87% of surveyed individuals facing "storage space insufficient" warnings and 83% experiencing anxiety when deleting files. Over 50% of respondents fit the definition of "data hoarding syndrome" users [1][19][22]. - The rise of content creators and platforms is further driving the need for storage solutions, with the number of creators on major platforms exceeding 14.93 million by 2024 [1][17]. Group 2: NAS Advantages - NAS (Network Attached Storage) offers advantages such as larger capacity, higher security, and efficient data interconnectivity compared to traditional storage solutions. It is more economical than upgrading to larger capacity smartphones and provides better privacy and speed than public cloud storage [1][9][30]. - NAS devices can support Docker and virtual machine functionalities, enhancing their usability and appeal [1][35]. Group 3: Market Dynamics - The NAS market has historically been dominated by established players like Synology and QNAP, which together held approximately 64% of the global market share in 2023. However, these products are often targeted at professional users, resulting in a high usage barrier [1][10][43]. - New entrants like UGREEN and Jizhuan are driving market growth by offering user-friendly software systems, frequent updates, and competitive pricing, leading to a 62.4% increase in sales and a 32.4% increase in volume in the domestic online NAS market from January to May 2025 [1][10][11][54]. Group 4: Future Outlook - The global NAS storage revenue is projected to reach approximately $1.578 billion in 2024, with a compound annual growth rate (CAGR) of 24% expected from 2025 to 2031. The potential market for NAS devices is substantial, with estimates suggesting a 10-fold increase in sales compared to current figures [1][11][30]. - The competition in the NAS market is shifting from niche to mainstream, with product usability becoming a core competitive factor that will test manufacturers' ongoing research and development capabilities [1][11][12].

Core Viewpoint - Xiaomi is set to launch its NAS product aimed at the consumer and light enterprise market, with production testing starting in early October and a release planned before New Year's [1][4]. Group 1: Market Context - The Chinese home NAS market is projected to grow from 712 million yuan in 2023 to 9.619 billion yuan by the end of the year, indicating a significant demand increase driven by cloud computing and big data [3]. - Xiaomi's NAS is positioned to cater to users who require easy-to-use storage solutions, contrasting with more complex NAS systems that may not be suitable for novice users [3][4]. Group 2: Product Features and Positioning - Xiaomi NAS aims to provide a user-friendly experience, focusing on integrating with various devices such as smartphones, PCs, and TVs, while also serving as a family media center [7]. - The product is expected to be priced between 999 yuan and 1999 yuan, making it more accessible compared to competitors like Huawei, which starts at 2399 yuan [7][16]. Group 3: Competitive Landscape - Xiaomi's NAS will compete with established brands like Huawei, QNAP, and Synology, which have already made significant inroads into the NAS market [9][16]. - The success of Xiaomi's NAS will depend on its ability to offer a "no-sense experience" and leverage its ecosystem to provide unique user value, particularly in AI-driven functionalities [10][15]. Group 4: Challenges and Considerations - There are concerns regarding Xiaomi's software and hardware integration capabilities, which could impact consumer perception and acceptance of the new NAS product [3][16]. - The competitive landscape is evolving, with companies like Ugreen successfully targeting entry-level NAS users, highlighting the need for Xiaomi to differentiate its offering effectively [10][16].