Haier 2008 Annual Report Download - page 21

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
19
Financial Review
財務回顧
Washing Machine Business
The Group’s washing machine business comprises the manufacture and
sale of top loading and front loading washing machines, which together
accounted for approximately 80% of total revenue for 2008 (2007: 81%).
Despite the global economic slowdown, sales from washing machine
business increased 31.4% from HK$6,927 million in 2007 to HK$9,102
million in 2008 driven primarily by well-received marketing and promotion
campaigns, strategy of promoting sales in the 3rd and 4th tier markets
and the rural market, and focus on product innovation. In addition, the
Group’s sophisticated design and technology were reaffirmed during the
Year by winning awards such as the red dot product design award in
Germany, an internationally recognized quality label for design excellence,
for two consecutive years since 2007. The Group maintains its leading
position in washing machine market in the PRC with market share of
approximately 31.5% according to China Market Monitor.
To ensure steady business growth, the Group increased the expenses in
brand promotion and marketing activities, research and development,
expansion of distribution network in the rural markets, as well as
upgrading IT system. Therefore, the operating profit decreased 39%
from HK$272 million in 2007 to HK$166 million in 2008 whilst operating
margin decreased from 3.9% in 2007 to 1.8% in 2008.
Water Heater Business
The water heater business accounted for approximately 20% of Group
revenue in 2008 (2007: 19%). Revenue grew by approximately 42.2%,
reaching HK$2,308 million in 2008. According to China Market Monitor,
the Group enjoyed the largest market share in the water heater market
in the PRC with approximately 21.3% in 2008.
The Group successfully leveraged on the Beijing Olympic sponsorship to
promote Haier’s product image of innovative, environmental-friendly, high
quality and safety standards which increased consumers’ confidence. It
also increased expenses in research and development expenses as well
as information system. Thus, operating profit decreased by 29.2% from
HK$86.4 million in 2007 to HK$61.2 million in 2008 whilst operating
margin dropped from 5.3% in 2007 to 2.7% in 2008. With the Group’s
extensive experience, expertise and strong emphasis on research and
development, we believe we would be able to capitalize on the growth
opportunities in water heater market in the long run.
洗衣機業務
本集團之洗衣機業務包括製造及銷售波輪式及滾筒
式洗衣機，合共佔二零零八年總收益約80%(二零零
七年︰ 81%)。雖然全球經濟放緩，但洗衣機業務
之營業額仍由二零零七年之6,927,000,000港元，增
加31.4%至二零零八年之9,102,000,000港元，增長
主要由於本集團推行之市場推廣及營銷活動反應理
想，加上採取策略促進三、四線市場及農村市場之
銷售，同時持續進行產品創新。此外，本集團自二
零零七年起連續兩年勇奪德國紅點產品設計大獎(國
際認可之頂級設計獎項）等殊榮，足證其精密設計與
技術得到認同。本集團繼續保持中國洗衣機市場之
領導地位，根據中怡康時代市場研究，本集團之市
場佔有率約為31.5%。
為確保業務穩步增長，本集團增加了品牌推廣及市
場營銷、產品研發、拓展農村市場網絡以及升級信
息化系統方面之開支。因此，經營溢利由二零零七
年之272,000,000港元，下調39%至二零零八年之
166,000,000港元，而經營溢利率則由二零零七年之
3.9%下降至二零零八年之1.8%。
熱水器業務
二零零八年，本集團之熱水器業務佔集團收益約
20%（二零零七年：19%）。二零零八年之收益增長
約42.2%，達2,308,000,000港元。根據中怡康時代
市場研究結果，本集團熱水器之市場佔有率為全國
之冠，於二零零八年約達21.3%。
本集團成功藉著贊助北京奧運會，提升海爾創新、
環保、高品質及符合安全標準之產品形象，增強消
費者之信心。本集團亦增加研發支出和信息系統投
入。因此，經營溢利由二零零七年之86,400,000港
元，減少29.2%至二零零八年之61,200,000港元，
而經營溢利率則由二零零七年之5.3%下調至二零零
八年之2.7%。憑藉本集團豐富之行業經驗、專業知
識以及對研發之著重，本集團相信其長遠能夠抓緊
熱水器市場增長之商機。
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