Haier 2008 Annual Report Download - page 13

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
11
Chairman’s Letter
主席函件
業績回顧 （續）
大力開拓三四線市場。 中國三、四線市場是未來本
集團市場開拓的重點，三、四線市場確有廣大需
求，但也面臨著分銷、物流、售後服務等諸多難
題。本集團將通過「家電下鄉」的不斷推廣，逐步建
立深入到鎮、鄉、村的分銷、物流及服務網絡，以
有效覆蓋三、四線市場用戶及提供有針對性解決方
案。
產品創新。 本集團的產品服務於全球各地區用戶，
產品需求多樣化和個性化，因此本集團產品創新焦
點在於產品開發完全以滿足用戶需求和客戶價值創
造為導向。我們確保產品開發流程確實源於用戶和
客戶的需求，我們期望我們設計出的產品切合當地
用戶需要、擁有高附加值和多功能。我們認為堅持
產品創新才能使得本集團在不利的市場環境下有效
應對其他國內外品牌的強大競爭。
前景
儘管當前市場需求相對疲弱，白色家電行業的長期
增長動力仍然存在。農村市場洗衣機和熱水器保有
量相比城市仍然較低，在國內農村市場需求拉動和
本集團於農村市場之營銷、配送及服務網絡不斷拓
展下，應有龐大市場空間。在國內一、二線市場，
雖有房地產市場不景氣、城市居民消費意願減弱等
不利因素，中國居民對生活品質要求仍不斷提高，
本集團可以通過更多功能和更新款式的產品創新刺
激用戶家電消費的更新需求。
Business Review (Cont’d)
Strengthening the development of 3rd and 4th tier markets. The
Group will focus on developing the domestic 3rd and 4th tier markets
going onward. Despite the huge potential demand in the 3rd and 4th
tier markets, the issue of distribution, logistics and after-sale services
still needs to be solved. The Group will establish its sales, logistics and
service networks in towns, and further expand to the countryside and
villages gradually by leveraging on the further promotion of the “Rural
Area Subsidized Electrical Appliances Purchase Policy”, so as to extend
the coverage of its network to all customers in the 3rd and 4th tier
markets and provide them with tailor-made solutions.
Product innovation. The products of the Group enjoys worldwide
presence which cater to the diversifying needs and individual preference.
Therefore, the Group’s product innovation is oriented towards addressing
users’ demands and creating customer values in product development.
We ensure that the needs of users and customers are the beginning of
our product development process and expect that the products designed
will cater to the needs of local customers, with high added value as well
as multiple functions. We believe that the continuous product innovation
is the only way for the Group to respond to the intense competition
with both domestic and foreign brands at the amidst of the adverse
market conditions.
Outlook
Despite the relatively weak market demand at present, the momentum
for the long-term growth in the white goods industry still exists. The
penetration rate of washing machines and water heaters in the rural
markets is relatively low as compared with the urban market, as fuelled
by the growing market demand from rural areas and the Group’s
continuous efforts paid in the marketing activities and expansion of
distribution, logistics and service network, it is expected that ample
business opportunities would be unlocked. In respect of the 1st and 2nd
tier domestic markets, in spite of the unfavourable factors such as the
deteriorated property market and the negative consumption sentiments
of urban residents, demand for the home appliances still exists. The
Group believes that by launching diversified innovative multi-functional
products, it would be able to capture the increased market demand
brought by customers’ willingness to replace old home appliances in
view of the improving living standards.
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