Haier 2008 Annual Report Download - page 20

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
18
Financial Review
財務回顧
BUSINESS REVIEW
2008 was a year full of challenges for many players in the white goods
industry due to the fluctuation in raw material prices, negative market
sentiment, slowdown of consumer spending and reduction in export
brought by the global financial tsunami. In the 2nd half of 2008, market
demand declined and inevitably posed a negative impact to the Group’s
financial performance for the whole year. Despite the challenging business
environment, by leveraging on its product innovation, well-established
“Haier” brand image, successful market expansion strategies to tap into
3rd to 4th tier markets and capturing the surging demand in the rural
market, the Group was able to maintain (and in some areas, enhance)
its leading market position in the washing machine and water heater
manufacturing industry. The Group recorded a turnover of HK$11,409
million for the Year, representing an increase of 33.5% as compared to
HK$8,549 million in 2007.
To strengthen its long-term competitiveness in the market, the Group
increased the investment on research and development of high value-
added innovative products which are catering the requirement of the
customers. At the same time, the strengthened brand building activities
such as the sponsoring of the Beijing Olympic Games, expanding in
the 3rd to 4th tier markets, upgrading of the Group’s ERP system and
recruiting global professional talents were measures taken during the
Year to enhance long-term development of the Group. As a result
of the abovementioned measures, the net profit attributable to the
shareholders for the year 2008 decreased 11.6% to HK$152 million
(2007: HK$172 million).
During the Year, the Group also implemented various measures to
maintain healthy operating cashflow including the adoption of make-to-
order policy and reduction in inventory level. As a result, the inventory
for the Year dropped 53.4% from HK$659 million to HK$307 million in
2008, and the inventory turnover days dropped 65% from 40 days in
2007 to 14 days in 2008.
業務回顧
對眾多白色家電企業而言，二零零八年面臨諸多挑
戰，原材料價格波動、市場不景氣、居民消費意願
放緩、出口亦因全球金融危機有所減少。市場需求
於二零零八年下半年急速下滑，無可避免對本集團
全年之財務表現造成了負面影響。儘管外部營商環
境充滿挑戰，然而，憑藉產品創新、良好的「海爾」
品牌形象和成功進軍三、四線市場，抓住農村市場
需求不斷上升之機會，本集團仍維持了（並於若干
地區提升）其於中國洗衣機及熱水器行業之市場領
導地位。本集團本年度之營業額為11,409,000,000
港元，較二零零七年之8,549,000,000港元增長
33.5%。
為了增強在市場上長遠之競爭力，本集團年內增加
投入研發高附加值之創新產品，以滿足用戶需求。
同時，加大品牌宣傳投入（如贊助北京奧運）、擴展
三、四線市場網絡、升級ERP系統、引入全球化專業
人才。因上述原因，對利潤產生一定影響，二零零
八年股東應佔純利下調了11.6%至152,000,000港元
（二零零七年︰ 172,000,000港元）。
年內，本集團亦採取了多項措施，以維持穩健之現
金流，包括實行按單生產政策及減少存貨水平。因
此，本年度存貨由二零零七年之659,000,000港元，
下調53.4%至二零零八年之307,000,000港元，而存
貨週轉天數則由二零零七年之40天，下調65%至二
零零八年之14天。
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