Haier 2010 Annual Report Download - page 34

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
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FINANCIAL REVIEW 財務回顧
毛利率 （續）
二零一零年三、四級市場渠道綜合服務業務利率
為3.1%，相比較中報的2.6%提升0.5%。利率的
提升一方面得益於分銷業務的展帶來的規模
效應降低了成本，因此分銷業務自身利率提升到
2.7%，另一方面由於併入的物流業務利率較高為
7.4%，相應帶來利率的提升。
由於三、四級市場渠道綜合服務業務的利率低於
洗衣機、熱水器業務之利率，而三、四級市場渠
道綜合服務業務的收入佔較大比重，業務與收入結
構發生了變化，故本集團整體利率由二零零九年
(重列)之25.0%調整為二零一零年之13.3%。
銷售費用
本集團通過實施實的費用管控僫施，改善市場人
工薪酬機制、營銷費用效率與投入產出、提升產品
質量以降低售後費用率，年內本集團洗衣機及熱水
器業務之銷售費用佔該業務收入之比率自二零零九
年之19.9%下降到二零一零年之18.7%。
三、四級市場渠道綜合服務業務的銷售費用佔該業
務收入比率為1.0%，銷售費用主要用於渠道綜合服
務之品牌推廣成本及產品營銷。
管理費用
由於規模效應帶來費用、ERP系統的全面推廣應
用提升組离運營效率，年內洗衣機及熱水器業務的
管理費用佔收入比率從二零零九年的5.2%下降到二
零一零年之4.5%。
在三、四級市場渠道綜合服務業務方面，管理費用
佔該業務分部總收入的0.58%。
Gross Profit Margins (Cont’d)
In 2010, our integrated channel services business in the 3rd and 4th
tier markets experienced gross profit margin of 3.1%, representing
an increase of 0.5% from 2.6% disclosed in the interim report. The
increase in the gross profit margin was due partially to the realisation
of economies of scale of the distribution business from the increasing
penetration of the distribution network, which results in the gross margin
of the distribution business growth to 2.7%. Besides, the consolidation of
the logistic business with a higher gross profit margin of 7.4% brought
corresponding increase in gross profit margin.
The integrated channel services business in the 3rd and 4th tier markets,
which has a lower gross profit margin than the washing machine and
water heater businesses, accounted for a higher proportion of the Group’s
total revenue. Due to this change in the business mix and revenue
components, the Group’s consolidated gross profit margin decreased
to 13.3% in 2010, from 25.0% in 2009 (restated).
Selling and Distribution Cost
The Group has implemented solid expense control measures, including
optimising incentive pay mechanism, improving marketing expenses
productivity, lowering after-sale expenses through product quality control.
The ratio of selling and distribution costs of the Group’s washing machine
and water heater businesses to revenue decreased from 19.9% in 2009
to 18.7% in 2010.
The ratio of selling and distribution costs to revenue for integrated
channel service business in the 3rd and 4th tier markets was 1.0%.
Selling and distribution costs mainly arose from brand promotion and
product promotion expenses.
Administrative Expenses
The administrative expenses of the washing machine and water heater
business, as a percentage of consolidated net sales, accounted for
approximately 4.5% in 2010, from 5.2% in 2009. The decrease was
primary due to economies of scale leading to cost reductions and
operational efficiency benefiting from ERP system implementation.
The administrative expenses of the integrated channel services business,
as a percent of consolidated net sales, accounted for 0.58% in 2010.