Haier 2008 Annual Report Download - page 11

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
9
Chairman’s Letter
主席函件
業績回顧
二零零八年之營業額達11,409,000,000港元，較二
零零七年之8,549,000,000港元增加33.5%。二零零
八年銷售受到全球金融危機、出口受阻、房地產市
場不景氣、國內居民消費意願下降、原材料價格波
動等不利因素影響，另外，國內外諸多家電品牌的
價格競爭和市場滲透日趨激烈。從有利因素來看，
包括「家電下鄉」等一系列拉動農村內需的政策使得
三、四線市場的家電購買需求得以激發。二零零八
年，本集團採取策略促進於三、四線市場銷售服務
及拓展農村地區銷售網絡，使得農村市場洗衣機產
品的銷售有所增加，從而一定程度上彌補了出口和
國內一、二線市場銷售未達預期帶來的不利衝擊。
Business Review
Turnover for the Year amounted to HK$11,409 million, representing an
increase of approximately 33.5% from HK$8,549 million in 2007. The
sales in 2008 was affected by a number of unfavourable factors such
as the global financial crisis, the shrinkage in exports, sluggish property
market, negative domestic consumption sentiment and raw material
prices volatility. On the other hand, the competition in terms of price and
market penetration among domestic and international home appliance
brands was intensifying. Looking at the favourable factors, a series of
policies for stimulating the domestic demand in rural areas such as
the “Rural Area Subsidized Electrical Appliances Purchase Policy” has
effectively boosted up the demand for home appliances in the 3rd and 4th
tier markets. In 2008, the sales of washing machines in the rural market
substantially increased due to the Group’s strategy to increase sales in
the 3rd and 4th tier markets and expand the sales network in rural areas.
Such increase has alleviated the negative effects of the unsatisfactory
exports and sales in the 1st and 2nd tier domestic markets.
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