HISENSE H.A.(000921) 国投证券·2025-03-31 14:38Investment Rating - The report assigns a "Buy-A" investment rating to Hisense Home Appliances, with a target price of 38.78 CNY over the next six months, representing a dynamic P/E ratio of 14 times for 2025 [3][5]. Core Views - Hisense Home Appliances reported a revenue of 92.75 billion CNY for 2024, reflecting a year-on-year increase of 8.3%, and a net profit of 3.35 billion CNY, up 18.0% year-on-year. The fourth quarter of 2024 saw a revenue of 22.17 billion CNY, a 7.1% increase year-on-year, and a net profit of 550 million CNY, up 34.9% year-on-year. The growth was attributed to the "old-for-new" policy and strong external sales performance in Q4 [1][2]. Summary by Sections Financial Performance - In Q4 2024, Hisense's air conditioning and refrigerator segments showed significant growth, with domestic sales increasing by 17.8% and 2.9% respectively, while external sales surged by 55.4% and 10.4% [1]. - The gross profit margin for Q4 2024 was reported at 19.7%, down 2.3 percentage points year-on-year, primarily due to increased domestic price competition and rising raw material costs. However, the net profit margin improved by 0.5 percentage points to 2.5% [2]. Market Position and Growth Potential - The central air conditioning market is identified as a growth sector within the home appliance industry, with Hisense expected to benefit from increased downstream demand. The integration of Sanlian Electric Holdings has led to improved profitability levels [3]. - Revenue projections for 2025 and 2026 are estimated at 102.59 billion CNY and 115.56 billion CNY respectively, with net profits expected to reach 3.83 billion CNY and 4.36 billion CNY [4][12]. Valuation Metrics - The report forecasts earnings per share (EPS) of 2.77 CNY for 2025 and 3.14 CNY for 2026, with a projected price-to-earnings (P/E) ratio decreasing from 14.8 in 2023 to 10.9 in 2025 [4][12]. - The net profit margin is expected to gradually improve from 3.6% in 2024 to 3.8% in 2026, indicating enhanced operational efficiency [4][12].