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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
12
Chairman’s Letter
主席函件
Outlook (Cont’d)
Since February 2009, the “Rural Area Subsidized Electrical Appliances
Purchase Policy”, which included the subsidies to the purchase of washing
machines and water heaters, was implemented throughout the PRC.
The policy is stimulating the demand for home appliances in the rural
market and provided new growth impetus for the sales of the Group.
However, under the prevailing sluggish economic environment and the
disparity in products demanded, local market situation, logistic, services
and distribution channels among various rural areas in China (the sale
price in rural market is normally less than that in urban market). As such,
the Group is looking forward to put more resources and efforts into the
rural market, explore and develop the right operating model, try our
best to achieve considerable sales growth amid the fierce competitive
environment, meanwhile realizing a certain profit margin.
Amid the sudden economic downturn, the impact on the Group’s results
is confined to the period since the second half of 2008. It is uncertain
when the market will recover. Based on our experience, we must be
humble and adopt prudent financial policies so as to ensure sufficient
funding for our future capital investments.
We will take all necessary actions to maintain the growth generated from
real cash flow. Our brand image, product innovation and sales networks
will only get better during this challenging period. Our greatest assets
are always our commitment to provide our customers with more new
products of higher quality and our competent and innovative employees.
With these fundamentals in place, we will be well-positioned to capitalize
our growth opportunities when the market recovers to normal levels.
前景
（續）
二零零九年二月起，包括洗衣機和熱水器在內的「家
電下鄉」將擴展到全國，該政策將有利於農村市場家
電需求激發，為本集團提供銷售增長驅動因素。唯
當前經濟環境不景氣，且在農村家電下鄉覆蓋到的
中國廣大農村最基層市場，產品、市場、物流、服
務和渠道各有特性（如銷往農村市場的產品價格較
低），因此，本集團預期將加大投入，以期能探索出
在中國農村市場之有效經營模式，並在激烈的競爭
環境中實現銷售增長，及盡力實現一定的利潤率。
市場環境突然轉變，對本集團業績的影響在二零零
八年下半年起集中顯現。市場何時恢復尚不能準確
預計。基於我們過去的經驗，必須以謙遜的姿態，
建立穩健的財務政策以為未來投資拓展留下空間。
我們將採取一切措施保持有現金流的增長，我們的
品牌形象、產品創新和渠道網絡將變得更強大，我
們最大的資產仍然是努力為用戶提供創新產品和為
客戶創造價值的員工。有了以上因素，我們相信當
未來市場復甦時我們將更具備能力抓住增長機會。
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