股 票 研 究 上海楼市政策放宽加码，春节错期白电产销均有增长 [Table_Industry] 家用电器业 家电行业 2026W08 周报 | [姓名table_Authors] | 电话 | 邮箱 | 登记编号 | | --- | --- | --- | --- | | 蔡雯娟(分析师) | 021-38031654 | caiwenjuan@gtht.com | S0880521050002 | | 成浅之(分析师) | 021-23183327 | chengqianzhi@gtht.com | S0880525110002 | 本报告导读： 上海新"沪七条"发布，楼市政策放宽加码，春节错期下白电产销均有增长。 投资要点： [Table_Summary] 投资建议：1）地产链业绩修复拐点+股价底部向上：老板电器（13.8 X，2026PE，下同）、公牛集团（15.9X）；2）国补有望平稳过渡，黑 白电龙头稳健经营叠加高股息，配置具备性价比,推荐美的集团 （12.2X）、海尔智家（10.5X）、TCL 电子（10.9X）、海信视像（10.6X）； 3）智能家电出海核心驱动，推荐扫地机器人双雄石头科技(1 ...

Summary of Conference Call Notes Industry Overview - The conference call primarily discusses the home appliance industry, focusing on sales performance and trends in 2025 and projections for 2026 [2][4][5]. Key Points and Arguments Sales Performance in December 2025 - December 2025 recorded the lowest absolute sales for the year, with total payments for home appliances at 52.9 billion yuan, a year-on-year decrease of 8.3% [2]. - Specific category sales included: - Air conditioners: 13.2 billion yuan, down 9.7% - Washing machines: 8.5 billion yuan, down 5.1% - Refrigerators: 11.3 billion yuan, down 10.9% - Black electronics (e.g., TVs): 12.6 billion yuan, down 7.2% [3][2]. Market Trends and Projections - The overall home appliance market is expected to decline by 9% in Q4 2025, though the decline is not as severe as initially feared [4]. - For Q1 2026, a modest growth target of 4% is set, with expectations of maintaining low single-digit growth [8][2]. National Subsidy Policy Changes for 2026 - Starting January 1, 2026, the national subsidy policy will expand to over 20 provinces, covering six major categories of home appliances [5]. - Although the first quarter will have sufficient funding, the total annual budget is expected to be lower than in 2025 [5]. - Priority will be given to energy-efficient products, with local governments and platform merchants expected to increase subsidies [5][6]. E-commerce and Consumer Engagement - JD.com aims to break regional barriers and expand its reach into first-tier and rural markets, expecting to add 30-40 million new users to the subsidy program [7]. - Over 100 million users benefited from JD.com's promotional policies in the first half of 2025 [7]. Recent Sales Trends - Recent sales data shows a slight recovery, with home appliance sales reaching nearly 10 billion yuan in three days, a year-on-year increase of 1.4% [8]. - However, air conditioners and refrigerators are still experiencing negative growth [8]. Price Trends and Material Changes - The average price of air conditioners rose to 2,900 yuan in December, a month-on-month increase of nearly 12% [10]. - The shift from copper to aluminum in air conditioning units is being driven by rising raw material costs, with significant cost savings projected [13][15][21]. - The air conditioning industry is expected to see price increases due to ongoing material cost pressures, with Midea announcing a 3-4% price hike [21]. Aluminum-Copper Transition in Air Conditioning - Major manufacturers are transitioning to aluminum in air conditioning units, with North American markets leading the way [13][20]. - The use of aluminum is expected to save costs significantly, with potential for replacing 100,000 tons of copper annually in the industry [15][17]. - Concerns about product reliability have been addressed through improved testing standards, ensuring that aluminum does not compromise product lifespan [14]. Competitive Landscape - Major brands like Midea, Gree, and Haier are facing challenges with declining sales across various categories, with specific negative growth rates reported for each brand [9]. - The competitive landscape is shifting as companies adapt to new materials and market demands, with Gree's stance on aluminum usage being particularly noteworthy [20]. Additional Important Insights - The home appliance market is experiencing a significant transformation driven by material cost changes and evolving consumer preferences, with a focus on energy efficiency and sustainability [5][21]. - The impact of local government subsidies and e-commerce strategies will play a crucial role in shaping market dynamics in 2026 [7][5].

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]

Summary of Key Points from the Conference Call on the Home Appliance Industry Industry Overview - The home appliance industry is expected to have a clear demand space in 2026, but growth momentum is limited, with marginal prosperity and structural changes being key influencing factors [1][3] - Categories with strong demand resilience or improved structures are likely to have higher performance certainty, particularly in the white goods and two-wheeler sectors [1] Core Insights and Arguments White Goods - The white goods sector is primarily driven by replacement demand, with structural growth opportunities in overseas markets. Leading companies are expected to achieve revenue growth of 5-10% [1][5] - Xiaomi's growth has slowed, and its high-end strategy has alleviated price competition, leading to an improved industry structure and increased performance certainty [1][5] - The overall valuation of the white goods sector is relatively low, with leading companies maintaining an upward trend, indicating potential for a strong rebound [3][12] Two-Wheeler Market - The two-wheeler market has essential demand characteristics, supported by inventory updates and structural growth opportunities in the mid-to-high-end market due to new national standards [1][9] - If domestic demand remains strong, the market could achieve single-digit growth [1][9] Black Goods - The black goods sector is experiencing a shrinking demand center but shows a trend of structural upgrades. However, external uncertainties and intense domestic competition may limit profit margin improvements [1][6] Kitchen Appliances and Lighting - Kitchen appliances and lighting are influenced by the real estate sector's post-cycle effects, with short-term demand potentially declining. However, the industry structure is improving, which could benefit leading companies in the medium term [1][7] Small Appliances and Cleaning Equipment - The small appliance sector is diverse and somewhat discretionary, with cleaning equipment being a focal point. Overseas demand is strong, but domestic risks exist due to subsidy factors [1][8] Additional Important Insights - The overall demand for the home appliance industry in 2025 was clear, but significant growth stories were lacking. Key factors include changes in marginal prosperity and industry structure [3] - Leading white goods companies are cash-rich and committed to increasing dividend payouts, with expectations of exceeding 70% [3][18] - The two-wheeler industry is expected to face a demand decline of 5-10% in 2026, but structural growth opportunities remain due to new standards and market dynamics [19][20] - The overseas market, particularly in Southeast Asia, presents significant potential for the two-wheeler industry, supported by favorable policies [21] - Brand expansion into international markets is crucial for future growth, with low penetration rates in emerging categories providing opportunities for Chinese brands [22] Investment Recommendations - Investment strategies for 2026 should focus on two main areas: dividend opportunities in white goods and two-wheelers, and overseas expansion potential in companies with reasonable valuations and strong brand/channel capabilities [29]

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].

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 from the "old-for-new" policy in 2025, but leading companies are likely to outperform the industry due to their channel and brand advantages [1][3]. 2025 Review - The overall performance of the home appliance sector has lagged behind, with the Shenyin Wanguo Home Appliance Index showing a cumulative increase of 8.1% from January 1 to November 28, 2025, ranking 27th among all sectors and underperforming the CSI 300 Index by 10.4 percentage points [2]. - The home appliance retail sales from January to October 2025 increased by 20.1% year-on-year, driven by the "old-for-new" policy, but growth rates slowed in September and October due to high base effects [2]. - Home appliance export values from January to October 2025 decreased by 3.4% in USD terms and 2.5% in RMB terms, primarily impacted by the US-China trade war, yet the decline was manageable, reflecting resilience and global competitiveness [2]. 2026 Outlook - On the demand side, the home appliance industry is expected to slow down in 2026 due to high base effects from the "old-for-new" policy in 2025, but leading companies are anticipated to leverage their channel and brand advantages to outperform the market [3]. - The profitability outlook remains stable, with only copper prices rising recently, while shipping costs have returned to normal levels and exchange rates have shown slight appreciation, keeping overall cost pressures manageable [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 [3]. 2026 Sub-industry Outlook - In the white goods sector, growth may slow due to high base effects from national subsidies, but exports are expected to remain resilient, supported by emerging markets, leading to stable growth for leading companies [4]. - The small appliance segment is likely to see continued improvement in average prices due to ongoing policy support, with the vacuum cleaner industry expected to gain market share overseas, indicating significant long-term growth potential [4]. - In the black goods sector, product structure upgrades are anticipated to drive price increases and improve profitability, with overseas market share expected to continue rising [5]. - The two-wheeler industry is projected to maintain growth in 2026 with the full implementation of new regulations, as smaller manufacturers exit the market, allowing leading companies to increase their market share, particularly in overseas markets [5].

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]