Haier 2008 Annual Report Download - page 10

Annual Report 2008
二零零八年年報
海爾電器集團有限公司
Haier Electronics Group Co., Ltd
8
Chairman’s Letter
主席函件
Improve • living Standard
改善 • 生活質素
The strategies of maintaining a sound financial position and addressing to
the customer demand will enable Haier Electronics to confidently respond
to the financial tsunami in the market. We believe that we will be in a
better position to capture opportunities when the market recovers.
Overview
Year 2008 was a surprising year that the Group enjoyed significant
increase in both sales revenue and profit in the first half year but was
challenged by the sudden deterioration of market in the second half.
In particular, the unforeseen challenges in the fourth quarter adversely
impacted the Group’s results for the year ended 31 December, 2008
(“the Year”). However, the market position and the brand value of the
Group both remained in leading positions in the industry.
The number of overseas orders in 2008 was affected by the global
financial crisis and the cost of export increased due to the appreciation
of Renminbi. Also, the growth in consumption in the 1st and 2nd tier
markets was limited by the slowdown of the PRC economic growth in
the second half year. We expect that the adverse impacts caused by the
decline in the overall market demand will persist in the short term. To
cope with the current fluctuating and adverse economic conditions, we
have adopted a series of measures, including strengthening the Group’s
product innovation, focusing on cash flow generation, strengthening
the development of the 3rd and 4th tier markets and adhering to a
prudent financial policy.
維持穩健的財務狀況和關注客戶需求的戰略將有助
於海爾電器安然應對外部經濟挑戰。我們相信當市
場復甦的時候，我們仍然將具備更強能力去把握機
會。
概覽
二零零八年是使人意外的一年，上半年集團銷售收
入和溢利取得顯著增長，而下半年由於營商環境急
劇轉差，尤其是第四季度經營面臨未曾預見的挑
戰，故使得全年業績未盡理想。儘管如此，本集團
的市場地位和品牌價值仍然得以在行業內維持領先
地位。
二零零八年環球金融危機影響海外訂單，人民幣升
值導致出口成本上升，下半年中國經濟增長放緩使
國內一、二線市場消費增長也受影響，並且我們預
計短期內，市場整體需求放緩帶來的不利影響不會
迅速好轉。為此，我們已經採取了一系列措施來應
對當前波動和不利的經濟環境，主要是強化產品創
新、關注現金流、大力開拓三、四線市場和保持審
慎財務政策。
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