Haier 2009 Annual Report Download - page 10
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CHAIRMAN’S LETTER 主席函件
HAIER ELECTRONICS GROUP CO., LTD ANNUAL REPORT 2009
8
Overview
The financial crisis was severely raging throughout the world exactly
at this point of time last year. A year later, after the Chinese economy
underwent the most difficult times, it realised a GDP growth of 8.7%
in 2009. Through implementing strategies including product innovation,
expansion into the 3rd and 4th tier markets as well as continuous
optimization of cash flows, the Group achieved a revenue growth of
13.3% and a growth of the profit attributable to the owners of the
Company of 172.1% in 2009. According to the data sources published
by Euromonitor in December 2009, Haier washing machines brand shares
ranked as world No. 1 in terms of retail volume globally.
Review of Operating Results
The Group’s revenue for 2009 amounted to RMB11,531 million,
representing an increase of 13.3% from RMB10,180 million in 2008.
Thanks to the consistent global brand strategy, innovation of differentiated
products, competitive incentive mechanism on “Alignment between
market Order and Personnel”, and strong marketing network expansion
under the favourable governmental “Rural Area Subsidized Electrical
Appliances Purchase Policy” and “Home Appliances Replacement
Policy”, the Group generated record revenue from principal businesses
in 2009.
In the Chairman’s letter last year, I proposed an aggressive expansion
of the 3rd and 4th tier markets, and expected that the “Rural Area
Subsidized Electrical Appliances Purchase Policy” would drive the Group’s
sales growth. Facts have proved that the marketing strategy for treating
the domestic market as our top priority and for treating the 3rd and
4th tier markets in the local market as key segments has already made
satisfactory progress. In 2009, revenue from overseas markets declined
GDP8.7%
13.3%
172.1%Euromonitor
11,531,000,000
10,180,000,000
13.3%
7.6%