更多资料加入知识星球:水木调研纪要 关注公众号:水木纪要 电商家电专家空调铝代铜专家周日双交流 20260104 摘要 Q&A 2025 年 12 月家电销售情况如何?各品类的同比增长情况如何? 2025 年 12 月是全年销售绝对值最低的一个月份,主要原因是年底收官以及避免 透支 2026 年新年购物季的需求。12 月家电部分总支付金额为 529 亿元，同比下 降 8.3%。分品类来看,空调销售额为 132亿元,同比下降 9.7%;洗衣机销售额 为 85 亿元,同比下降 5.1%;冰箱销售额为 113 亿元,同比下降 10.9%;黑电(如 争 狗 - · 2025 年第四季度家申市场预计同比下降 9%,虽下滑但未恶化。2026年国 补政策范围扩大至超20省,线上线下打通,六大品类均覆盖,但全年资 金或低于 2025年,一级能效/水效产品优先,地方政府和平台商家将增加 补贴。 京东平台 2025 年侧重打破地域壁垒,覆盖一线及农村市场,预计新增 . 3,000-4,000万用户参与国补,与品牌商合作推出定制新品,提供送装一 体服务。上半年超 1 亿人次享受京东平台优惠政策。 近期家电销售额增长,前三天近 10 ...

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]

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 ...

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].

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].

智通财经APP获悉，广发证券发布研报称，2025年以旧换新效果显著，高基数下预计2026年家电行业增 速放缓，龙头公司有望凭借渠道、品牌优势跑赢行业。从长期看，在全球市场份额提升逻辑支撑下，家 电外销亦有望维持稳健增长。白电业绩稳健增长，具备稳定ROE及高分红优势，推荐美的集团(00300， 000333.SZ)、海尔智家(06690，600690.SH);黑电龙头受益全球份额提升和产品结构升级，推荐海信视像 (600060.SH)、TCL电子(01070);自下而上推荐具备份额提升和品类扩张的九号公司-WD(689009.SH)、石 头科技(688169.SH)。 广发证券主要观点如下： 2025年回顾 板块整体涨幅靠后，板块分化。(1)指数：根据iFinD数据，年初以来(2025.01.01-2025.11.28)，申万家电 累计涨幅8.1%，在全行业中排名第27位，跑输沪深300指数10.4pct。分板块看，家电零部件、黑电、照 明设备、小家电、厨电、白电板块分别同比+64.7%、+12.6%、+11.9%、+9.5%、-0.7%、-1.1%。 (2)基本面：根据统计局数据，2025年1-10月家电社零 ...

Summary of Key Points from Conference Call Records Industry or Company Involved - **Industry**: Outbound Supply Chain, E-commerce Logistics, Manufacturing, Home Appliances, Cement, Pet Food - **Companies**: Financial Securities, Jitu Express, Beibu Gulf Port, Xiaogoods City, Zhongchong Co., Ltd. Core Points and Arguments - **Outbound Supply Chain Growth**: Financial Securities recommends leading companies in the outbound supply chain due to benefits from U.S. fiscal expansion, capital inflow from emerging markets, and a shift in policy focus towards manufacturing, which will drive growth through increased industry concentration and global demand recovery [1][3][4] - **"Running Horse 50" Portfolio**: The portfolio is constructed using the RCA competitive advantage index to select export-advantaged products, resulting in an excess return of approximately 4% since its launch [1][5] - **Jitu Express Performance**: Jitu Express is experiencing significant growth in Southeast Asia and Latin America, particularly driven by e-commerce platforms like TikTok, with package growth rates reaching 79% in Q3 [1][6][7] - **Beibu Gulf Port Growth**: The port has seen a 22.7% increase in cargo throughput and double-digit growth in container throughput, benefiting from trade with ASEAN countries [1][7] - **Focus on Mechanical Products**: In the current interest rate cut cycle, attention is drawn to mechanical products with significant alpha attributes, particularly tools and pet sales, which are showing signs of recovery [1][8][9] - **Home Appliance Export Trends**: The home appliance export chain is expected to show a trend of internal stability and external strength by 2026, with emerging markets projected to achieve double-digit growth [1][13][14] - **Xiaogoods City Export Performance**: Xiaogoods City reported a 26% year-on-year increase in import and export scale, with exports reaching 550 billion yuan [1][19][21] - **Cement Industry Opportunities**: The cement industry is focusing on overseas expansion, particularly in Southeast Asia and Africa, where per capita cement demand is still low [1][16][17] - **Zhongchong Co., Ltd. Global Supply Chain**: The company has established factories in various countries, benefiting from tariff exemptions under trade agreements, and is expected to see significant production value growth in the coming years [1][22][23] Other Important but Possibly Overlooked Content - **Market Adjustment Factors**: The market is experiencing adjustments due to unresolved overseas liquidity issues and uncertainties regarding future monetary policy, with the Shanghai Composite Index seen as a potential bottoming point around 3,800 [2] - **Emerging Market Investment**: Emerging markets like Mexico are benefiting from capital outflows from the U.S., leading to increased local employment and consumption [1][4] - **Pet Food Market Growth**: The global pet food market is valued at $150 billion, with significant growth potential for Chinese brands in overseas markets [1][23]

Summary of Key Points from Conference Call Records Industry Overview - **Liquor Industry**: Despite facing challenges, the liquor sector shows investment potential due to low inventory, low valuations, and high dividend yields. Some quality companies may have already passed their worst period, focusing on strong brands, stable demand, and refined operations [1][8]. - **Consumer Goods Sector**: The dining chain shows improvement, benefiting frozen food and seasoning companies. Rapid development in snack wholesale stores and new channels, along with new product categories like konjac, brings growth opportunities. Health products are gaining attention due to health trends [1][4]. - **Dairy Industry**: A turning point in the cost cycle is anticipated, with decreasing raw material costs like raw milk and molasses benefiting large dairy companies and alleviating price war pressures, thus restoring profits [1][6]. - **Home Appliance Industry**: The core strategy is "going overseas," with traditional categories like white and black appliances holding high market shares. Emerging categories like pool robots and lawn mowers have significant growth potential, especially in the context of the US interest rate cut cycle and markets in developing countries [1][13]. - **Textile and Apparel Industry**: The strategy is "export first, internal demand accumulation." The US interest rate cut cycle is expected to boost demand, while stable China-US tariffs favor exports. High-end markets and brands with strong aesthetic appeal are more attractive [1][18]. Investment Opportunities - **Consumer Sector**: In 2026, despite a poor performance in 2025, there are investment opportunities in both traditional and new consumption sectors. The liquor index remains low compared to the overall market, indicating potential for recovery [2]. - **Food and Beverage Sector**: Opportunities include the expansion of duty-free policies, which enhance sales potential by attracting more inbound travelers and encouraging domestic consumption [3]. - **Snacks and Health Products**: The snack industry benefits from new channels and low-calorie products, while health products are gaining traction due to increased consumer health awareness [4][5]. - **Cost Cycle Impact**: The decline in raw milk prices is expected to benefit large dairy companies, while the decrease in molasses costs will enhance profit elasticity [6][11]. Challenges and Market Dynamics - **Liquor Industry Challenges**: The liquor sector has seen a decline in demand post-Spring Festival, with some companies reporting revenue drops exceeding 50%. However, the low inventory and high dividend yields suggest that some quality companies may recover in the coming quarters [8]. - **Dining Industry Status**: The dining sector is currently in a marginal profit state, but recent data indicates a recovery trend. The overall environment is improving, providing opportunities for related companies [7]. - **Home Appliance Market**: The domestic market faces pressure, but overseas markets are expected to grow faster. Companies need to adapt to changes and seek transformation to capture growth [13][17]. Future Outlook - **Food and Beverage Investment Strategy**: Focus on quality liquor companies post-cleanup, alongside opportunities in snacks, beverages, and health products driven by new channels and cost cycle benefits [11]. - **Home Appliance Export Opportunities**: Traditional categories have high market shares, while emerging categories like pool robots present significant growth potential. The US market is expected to improve gradually [14][15]. - **Textile and Apparel Export Growth**: The US interest rate cut cycle is likely to boost demand, with companies in the textile sector showing resilience and growth potential [18][19]. Additional Insights - **Duty-Free Policy Impact**: Recent updates to the duty-free policy have expanded the customer base, significantly enhancing sales potential for duty-free products [27][29]. - **Cross-Border E-commerce Trends**: The sector is driven by new product logic, with emerging household necessities like 3D printers and AI applications expected to become significant growth drivers [34]. - **High-End Retail Trends**: The service industry is shifting towards high-quality offerings, with high-end retail and medical aesthetics showing strong performance [35].

Summary of Conference Call Records Industry Overview - The real estate market is currently experiencing a downturn, particularly in first-tier cities where second-hand housing prices have fallen more than the national average, negatively impacting market confidence [1][2][4] - Despite a stable overall performance in the first half of 2025, prices have accelerated downward since the third quarter, with a significant decline in sales and investment data in October [2][3] Key Points and Arguments Market Performance - In the first half of 2025, the real estate market was stable, with good sales of new and second-hand homes, but began to decline in the third quarter [3] - The average price drop in second-hand homes across 70 cities has raised concerns about market confidence [4] Policy Environment - Administrative easing policies have not fully reversed the market downturn; the main expectation is a reduction in mortgage rates [5] - The LPR (Loan Prime Rate) saw only a slight decrease in 2025, limiting banks' ability to lower rates further due to net interest margin pressures [5] - There are discussions about implementing fiscal subsidies to alleviate the burden of mortgage loans, which could cost between 50 to 60 billion yuan annually [6] Stock Market Outlook - There is a relatively optimistic outlook for the real estate stock market, as policy advancements could improve market liquidity and company performance [7] - Companies with low debt pressure, ample cash flow, and attractive valuations are recommended for investment, particularly in Hong Kong real estate and commercial properties [7] Company-Specific Insights: Beike (贝壳找房) - Beike's revenue is affected by the price decline in first-tier cities, but its brokerage business is expected to show resilience as market demand recovers [8] - The company anticipates a net profit increase from approximately 5 billion yuan in 2025 to 7 billion yuan in 2026, driven by improved efficiency, AI technology application, and profit release from home decoration and rental businesses [9][11] - Beike's current stock price has significant upside potential, estimated at 40%-50% based on its cash reserves and low P/E ratio [12] Additional Insights Related Sectors - The kitchen appliance and integrated stove sectors are closely tied to the real estate cycle and have faced valuation pressures due to market weakness [13][14] - The central air conditioning sector is also linked to real estate, with potential for valuation recovery if market expectations shift [15] - White and black goods sectors are less correlated with real estate cycles, relying more on their own industry dynamics [16] Building Materials Market - The building materials industry has seen fluctuations in volume and price since 2021, with signs of stabilization in certain segments like coatings [17][18] - Future demand in the building materials sector is expected to decline but at a slower rate, with potential price stabilization due to supply-side adjustments [19] - Investment opportunities are seen in the renovation of existing homes, particularly in coatings and board materials, with a projected 5% compound annual growth rate in renovation area from 2025 to 2026 [21] Risk Assessment - Risks related to accounts receivable and asset impairment from the real estate sector have been effectively controlled, although attention is needed for potential asset devaluation from unsold properties [20] Investment Recommendations - Focus on companies with strong market positions and potential for recovery, such as Beike, and sectors like coatings and engineering materials that are less affected by the real estate downturn [22][24]

Policy Insights - The "trade-in for new" policy for home appliances in China will be strengthened and expanded by 2025, with a total of 162 billion yuan allocated in the first half of the year to support its implementation, stimulating consumer activity, although demand elasticity varies by category and there is regional imbalance in subsidy consumption [1] - The US-China tariff policy shows a trend of "tightening first, then loosening," causing short-term disruptions to China's home appliance exports but also encouraging companies to accelerate global capacity layout and enhance supply chain adjustment capabilities [1] Market Performance - In the first half of 2025, leading brands in the black appliance sector in China have further highlighted their brand and technological advantages, increasing market share, while the trend of industrial structure upgrading continues, with good domestic market performance but pressure on exports [1] - The national subsidy policy has significantly boosted the domestic demand market for white appliances, combined with ecological advantages and extreme weather stimuli, leading to simultaneous growth in volume and quality, although increased competition from export-to-domestic sales is squeezing the survival space of smaller brands [1] - The kitchen and bathroom sector continues to be constrained by ongoing adjustments in the real estate industry, but new policy subsidies focused on this sector have driven both volume and revenue growth for large kitchen and bathroom appliances, while small appliances see a decrease in volume but an increase in revenue [1] - The cleaning appliance industry maintains high growth rates, with leading domestic brands deepening overseas layouts expected to drive export business into a phase of scaling up [1] Financial Overview - In the first half of 2025, the overall credit risk in the home appliance industry is manageable, with rapid growth in total revenue and operational performance, and stable gross profit levels, although profitability varies across sub-sectors, with kitchen and bathroom appliances under continuous pressure, and cleaning appliances seeing revenue growth without profit increase, while black and white appliances show year-on-year profit improvement [2] - The overall operational efficiency of the home appliance industry has slightly declined, capital expenditure has contracted year-on-year, and there is significant room for optimization in debt maturity structure, although financial leverage remains stable [2]