Haier 2010 Annual Report Download - page 28

Annual Report 2010 二零一零年年報
HAIER ELECTRONICS GROUP CO., LTD 海爾電器集團有限公司
26
BUSINESS REVIEW 業務回顧
管理層討論及分析 （續）
洗衣機業務
本集團洗衣機業務包括製造及銷售波輪式洗衣機及
滾筒式洗衣機。二零一零年洗衣機業務實現收入為
人民幣11,519,000,000元，較二零零九年之收入人
民幣9,185,000,000元增長25.4%，洗衣機業務收入
的增長主要得益於中國洗衣機市場成長及全
市場銷量明顯提升。
根據歐透視(Euromonitor)數據顯示，二零一零年
全洗衣機銷售總量為113.46百台，本集團洗衣
機銷量有顯著上升達10.31百台，按量洗衣機業務
在全市場品牌佔有率為9.1%，全第一。
本集團洗衣機業務於年內出口收入較二零零九年同
期增長23.2%，在歐美市場增長，認知度進一
步提高。根據中傸時代市場研究報告，二零一零
年，本集團之洗衣機按量而計國內市場整體佔有率
為26.9%，繼續維持國內市場第一。
通過優化產品組合與結構、大力開發高及高附加
值產品，使得洗衣機業務的利率由二零零九年之
27.1%上升到二零一零年之28.1%。
二零一零年本集團開發了集雙動力和滾筒優點於一
體的動力洗衣機，其與本集團自主研發的秋
式大滾筒洗衣機，秎創新的設計理及出產
品性能雙雙摘得全工業設計大獎 — 二零一一年度
「iF設計大獎」。
隨著國 內 消費者 收 入 的增長、秳 化 比 例不斷 提
高，及國家「家電下」、「以舊換新」等內需政策
激下，預期未來年，國內洗衣機市場預期仍可保
持一定的增長水平。
MANAGEMENT DISCUSSION AND ANALYSIS
(Cont’d)
Washing machine business
The Group’s washing machine business comprises the manufacture and
sales of top-loading and front-loading washing machines. In 2010, the
washing machine business achieved a revenue of RMB11,519,000,000,
representing a growth of 25.4% from last year’s RMB9,185,000,000,
which was mainly caused by the robust growth of the China’s washing
machine market in China and the apparent growth in sales from the
global market.
According to the data of Euromonitor, the sales volume of washing
machines totaled 113.46 million worldwide in 2010, while the sales
volume of the Group’s washing machines increased significantly to 10.31
million, accounted for 9.1% of the market share of the retail sales volume
of worldwide washing machine brands, ranking first in the world.
The Group’s revenue from the export of washing machines grew by
23.2% for the year over the corresponding period of 2009. The market
share of Haier brand grew rapidly in European and US markets with
further improvement in brand awareness. According to market research
reports by China Market Monitor Co. Ltd., the Group’s washing machines
enjoyed a domestic market share of 26.9% in term of sales volume for
2010, continuing to rank No. 1 in the domestic market.
By optimising product mix, aggressively developing premium and high
value-added products, the gross profit margins of the washing machine
business increased from 27.1% in 2009 to 28.1% in 2010.
In 2010, the Group has developed hybrid washing machines comprising
the advantages of dual-drive products and front-load products. Both the
hybrid washing machines and the Casarte duplex large-cylinder front
loading washing machines were awarded “2011 iF Design Awards” for
their innovative concept and excellence performance.
With the increasing consumer income, the mounting urbanisation rate
and the governmental policies such as “Rural Area Subsidised Electrical
Appliances Purchase Policy” and “Home Appliances Replacement Policy”
driven rise in domestic demand, the domestic washing machine market
is expected to maintain a stable growth in the next few years.