--- title: "海尔智家转型至高端市场" type: "News" locale: "zh-CN" url: "https://longbridge.com/zh-CN/news/277441752.md" description: "海尔智家正在适应严峻的宏观经济环境，专注于高端产品并利用中国的替换市场。他们 2025 年的收入达到 4268 亿元人民币，同比增长 6.3%，奢侈品牌 Casarte 的增长尤为显著。尽管由于北美市场疲软而面临挑战，海尔的股票仍受到分析师的积极评价，目标价格暗示有潜在的上涨空间。然而，全球房地产市场的低迷和地缘政治问题仍然是可能影响销售的挑战" datetime: "2026-03-02T09:50:59.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/277441752.md) - [en](https://longbridge.com/en/news/277441752.md) - [zh-HK](https://longbridge.com/zh-HK/news/277441752.md) --- > 支持的语言: [English](https://longbridge.com/en/news/277441752.md) | [繁體中文](https://longbridge.com/zh-HK/news/277441752.md) # 海尔智家转型至高端市场 Wherever you look, 2025 was a pretty rough ride for companies across the board, thanks to those mounting macroeconomic hurdles, particularly for those in the business of selling fridges and washers. In the US, the housing market was stuck because mortgage rates were too high, severely straining buyer affordability for potential homebuyers. The US-focused Association of Home Appliance Manufacturers reported that sales of major appliances (like fridges, washers, and stoves) hit a wall in the first half of 2025. Similarly, the "new home" market in China was so weak, it proved to be a major buzzkill for new appliance sales. Over in Europe, even though inflation chilled out to 2.2%, citizens in Germany and France were still feeling the pinch. Their wages weren't keeping up, so they ghosted big-ticket purchases according to Eurostat consumer confidence data. ## ‘Smart’ moves But instead of panicking, China-based Haier Smart Home, a global manufacturer of household appliances and a pioneer in integrated smart home ecosystems, found a way to thrive. In China, they went all-in on the "Replacement Market," leveraging the country’s national trade-in policy to get people to swap their old appliances for new ones. In Haier’s 2024 Annual Report (dropped March 2025), management bragged about moving to "scenario-based solutions" to hike up prices. They even debuted AI Vision tech in March 2025 for "unmanned housework". Next, they doubled down on "local-for-local" manufacturing—like that 3,500 crore INR India investment and a new Egypt eco-park—dodging global drama. They also put their money on Casarte, their homegrown luxury appliance brand. The Casarte Suite strategy— selling matching sets of high-end appliances—paid off. These premium packages now make up 36% of their sales, contributing to a record 426.8 billion Chinese Yuan in revenue, up 6.3%. ## Suite dreams During 9M 25, they hauled in a CNY 234.05bn in revenue—a 9.98% jump from 9M 24 (CNY 212.81bn). Even in 3Q 25, Haier collected CNY 77.56bn in revenue (up 9.51%) and a net profit surge of 12.69%, landing at CNY 5.34bn. In China, Haier’s HVAC (air conditioning) segment revenue skyrocketed by more than 30% in Q3, considering the rest of the industry only grew about 10.8%. Europe wasn't far behind, also posting more than 30% growth in HVAC. Their "Emerging Market" game was on fire—sales in the Middle East and Africa soared over 60%, and South Asia saw a 25% bump in Q3 25. While North America was a bit of a struggle due to a soft housing market, Haier kept its head above water by pivoting to premium products. Haier's strategic shift towards premium pricing indicates a move away from lower-margin traditional devices. The high-end Casarte grew 18%, while the youth-focused Leader brand jumped 25% over nine months. ## Going by the (play) book Haier’s stock is currently sitting at CNY 25.70, which gives the company a market cap of CNY 230bn (USD 33.5bn). Returns in the past one year have been humbling—down 2.1%—but the valuation numbers suggest a different story. Its FY 26 PE ratio points at 10.4x, a discount compared to its three-year historical average of 12.5x. The pros have taken a note of it. Out of 29 analysts tracking the stock, a whopping 25 have a "Buy" rating. They’ve slapped on an average target price of 33.18 CNY, which means they’re eyeing a potential +29.1% upside. Another plus: Haier's dividend yield is projected to climb to 4.86% in 2026 before hitting a 5.5% in 2027. ## Growing pains Their biggest headache is the global housing slump. If people aren't buying homes in the US or China, appliance sales naturally take a hit. There’s also the geopolitical drama—trade wars and tariffs make moving parts across borders a pricey nightmare. Plus, they’re betting big on AI and premium tech, which is cool until a recession hits and nobody wants to drop significant chump change on a "smart" laundry suite. If their digital pivot or overseas expansion hits a snag, those record-breaking margins could vanish pretty fast. ### 相关股票 - [易方达中证家电龙头ETF (159328.CN)](https://longbridge.com/zh-CN/quote/159328.CN.md) - [国泰中证全指家用电器ETF (159996.CN)](https://longbridge.com/zh-CN/quote/159996.CN.md) - [海尔智家 (06690.HK)](https://longbridge.com/zh-CN/quote/06690.HK.md) - [博时龙头家电ETF (159730.CN)](https://longbridge.com/zh-CN/quote/159730.CN.md) - [广发中证全指家用电器ETF (560880.CN)](https://longbridge.com/zh-CN/quote/560880.CN.md) - [富国中证全指家用电器ETF (561120.CN)](https://longbridge.com/zh-CN/quote/561120.CN.md) - [家居家电ETF永赢 (515730.CN)](https://longbridge.com/zh-CN/quote/515730.CN.md) - [海尔智家 (600690.CN)](https://longbridge.com/zh-CN/quote/600690.CN.md) ## 相关资讯与研究 - [石头科技，坐上 “斗地主” 的牌局](https://longbridge.com/zh-CN/news/277884464.md) - [敏华控股授出 289.8 万股奖励股份](https://longbridge.com/zh-CN/news/277438493.md) - [奥克斯电气预期 2025 年度公司拥有人应占溢利约人民币 22 亿元 同比下降](https://longbridge.com/zh-CN/news/278067407.md) - [国联民生证券：26 年春节错期低基数 1 月空调出货双位数增长](https://longbridge.com/zh-CN/news/277587925.md) - [房地产：26 年"小阳春"成色如何？](https://longbridge.com/zh-CN/news/277859450.md)