Haier 2010 Annual Report Download - page 29

HAIER ELECTRONICS GROUP CO., LTD 海爾電器集團有限公司
BUSINESS REVIEW 業務回顧
Annual Report 2010 二零一零年年報 27
管理層討論及分析 （續）
熱水器業務
二零一零年本集團之熱水器業務實現收入為人民
幣3,126,000,000元， 較 二 零 零 九 年 之 收 入 人 民 幣
2,345,000,000元增長33.3%，熱水器業務收入增長
主要得益於一、二級市場之新增性需求及三、四級
市場之增長。熱水器的綜合利率為42.5%，同
比上升1.5%，主要因為高產品結構比例提升。
根據中傸報告數據顯示，本集團熱水器業務按量
而計於中國市場佔有率達到19.3%，保持了國內市場
份額第一的地位。二零一零年，本集團借助現有的
優勢渠道資源，繼續對電熱水器、熱水器及
能熱水器等產品及服務進行升級，不僅提高產品
的安全性、適性及熱效率，更為用戶提供了安全
適之產品低能解決方，成功提升用戶口。
  能 熱 水 器 的 增 長  其  ， 收 入 同 比 增 長
218%，一方面得益於本集團在三、四級市場的渠道
優勢，另一方面，因應能熱水器高成長市場
和發展趨勢，本集團不斷強化研發和設計投入，整
合專家團開發了平能產品。本集團開發的
秋能熱水器在德國獲得二零一一年紅
點設計大獎。
MANAGEMENT DISCUSSION AND ANALYSIS
(Cont’d)
Water heater business
The revenue of the water heater business for the year amounted to
RMB3,126,000,000, representing a growth of 33.3% over the revenue
of RMB2,345,000,000 in 2009. The rise was mainly attributable to the
new demand from the 1st and 2nd tier markets as well as the robust
growth in the 3rd and 4th tier markets. The gross profit margin of the
water heater business was 42.5%, representing an increase of 1.5%
compared to last year, which was mainly due to the rise in the proportion
of high end products.
According to the data from China Market Monitor, the Group maintained
its leading position in the domestic market by holding 19.3% market
share in the water heater business in term of sales volume. In 2010,
leveraging on its existing advantage in channel resources, the Group
upgraded its products including electric water heaters, gas water heaters
and solar water heaters as well as its services. While promoting safety,
comfort and efficiency of its products, this also provides users with low
power consumption solutions based on safe and comfortable appliances,
which in turn enhances brand image.
The growth of solar water heater was exceptionally high with a
year-on-year increase of 218%. On one hand, this was attributable to
the Group’s channel advantage in the 3rd and 4th tier markets. On
the other hand, with an aim to match the rapid growth of the solar
water heater market and its development trend, the Group stepped up
its investment in research, development and design, assembled teams
of professionals to develop solar panel powered products. The Casarte
solar water heater developed by the Group was given the red dot design
award in Essen, Germany in 2011.