Haier 2010 Annual Report Download - page 31

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 29
MANAGEMENT DISCUSSION AND ANALYSIS
(Cont’d)
Outlook
2011 marks the beginning of the “Twelfth Five-year” Plan in China.
The government has decided to construct 36 million social housing
during this period. We expect this move will begin to drive the home
appliance industry from 2012. Under the backdrop of the continuous
economic recovery, accelerated urbanisation in China, rising consumers’
income together with the State’s further implementation of the domestic
stimulus polices such as the “Rural Area Subsidised Electrical Appliances
Purchase Policy” and the “Home Appliance Replacement Policy”, the
home appliance market is expected to maintain a stable growth in the
next few years.
Meanwhile, our results growth in the future is also exposed to various
challenges. Prices of raw materials such as steel, copper, aluminum and
plastics, which are widely used in the home appliance industry, are at
high levels and fluctuating greatly, which are fueled by factors including
inflation and demand and supply. The improvement in the composition
of the economy in China will simultaneously lift labour cost as well.
The increasingly fierce competition from the home appliance industry
has imposed certain pressure on our market share and product prices.
Although our newly developed integrated channel service has come
into shape, we still need to step up efforts and allocate more staff
and capital in such areas as the expansion of brand supplier resources,
optimisation and extensive development of network and building of
logistics strength.
In response to the above challenges, we will adhere to the customer-
oriented philosophy. Efforts will be made to identify customers’ needs
to the full extent and mass tailor-made marketing and production will
be promoted. We will persist in product innovation and product mix
optimisation, relentlessly focusing on production and operational efficiency
enhancement. In addition, we will invest more in the development of
integrated channel services business and spare no effort to build our core
competitive advantage, i.e, integrating sales network, logistics network
and after-sale service network, so as to share further the benefits arising
from the growth of the home appliance distribution sector.
管理層討論及分析 （續）
展望
二零一一年，是國家十二五規劃的開之年，在此
期間，國家確定了將於十二五期間建設3,600保
房，預計將於二零一二年對家電行業產生有
效動。隨著全經濟的持續，中國秳化進
程的加，消費者收入的增長，加上在國家已確定
將會延續的「家電下」、「以舊換新」等內需政策
激下，未來年，國內家電市場預期仍可保持穩步
增長。
同時，的未來業績增長也面臨著種種。通
貨脹及供需因素家電業大規模使用的、、
、料等原料價格處於高水平且波動，中
國經濟結構升級同時帶來人力成本上升。家電行業
的競爭日益激，對的市場份額及產品售價產
生了一定力；新發展的渠道綜合服務業務雖然
已經初具規模，但仍在品牌供應商資源展、渠道
的優化及度佈局、物流競爭力的造等方面
需要加大人力、資本等投入。
對於以 上 ， 將 傂 持用戶為 中 的價 值 主
傽，最大限度僪用戶需求，推行包銷定制，傂持
產品創新，優化產品結構，提高生產及營運效率。
另外，也將加大投入力度發展渠道綜合服務業
務，力造營銷、物流及售後三合一的核競
爭優勢，進一步在家電分銷傁分享家電行業成長
帶來的成果。