Record sales thanks to a customer-oriented product strategy
The economic rebound has continued particularly in the growing markets in Asia, Eastern Europe and South America in the first half of 2010 as well. The business of the “Haitian” and “Zhafir” brands has developed excellently thanks to the large demand for high quality, energy-saving and attractively priced machine solutions. Compared with the same period in 2009 revenues rose by 135% to CNY 3,231.5 million (equating to approximately 373 million Euros).
Sales in the Chinese domestic market went up in the first half of 2010 by 135.7% to CNY 2,383.3 million. At the same time Haitian International is benefiting from a rising sensitivity of the plastic processing plants to energy-saving machine concepts, which are being shaped by the increasingly demanding, state defined environmental programs. On the other hand, more and more of the processors are convinced of the product quality of the local machine suppliers. Thanks to forceful implementation of the product strategy of “Haitian” and “Zhafir” the Group continued to dominate in China with an estimated market share of more than 35% overall and of 70% for machines over 1000 tons.
The energy-saving “Mars Technology” holds its ground in 2010 as the best seller as it did so already in 2009. So the “Haitian Mars Series” reports a sensational 270% growth in sales in the first half of this year, which equates to a 65% share of total sales. The successful “Mars” philosophy continues development with the Haitian “Pallas Series” upgrade. Equipped with the “Mars” drive technology the “Pallas” additionally offers more injection speed and precision. Haitian Plastics Machinery will show a machine of this series of machines for the first time in Europe at the K-Show in Düsseldorf.
The export business improved compared with the half year of 2009 by an outstanding 153% to CNY 792.3 million. In spite of the still difficult situation on the international markets this business continues to be 17% up compared with pre-crisis level.
The economic situation actually looks to be recovering but the processors – particularly in Europe – are more aware of costs than ever. More and more the well-priced alternatives are being drawn into the short list of choices. In addition to this the demand for energy-saving and all-electric machine solutions is rising but the high prices of the premium brands from Europe and Japan are still scaring off a lot of processors. This is where the German subsidiary “Zhafir Plastics Machinery” is able to provide all-electric technology with the “Venus Series”, which offers performance parameters that are absolutely comparable and to some extent are even better and which are at the same price level like hydraulic technology in Europe.
The strategy works out, sales of the “Venus” doubled for the first half of the year compared with total 2009 sales.
The new high performance machine “Zhafir Mercury Series” will also be shown for the first time at the K 2010. A new machine generation for technologically sophisticated tasks.
Overview of the company figures on June 30, 2010:
|(in millions of RMB)||Half year 2010||Half year 2009|
|Net profit after taxes||453,0||110,3||+310,7 %|
|Domestic sales||2.383,3||1.011,2||+135,7 %|
|Export sales||792,3||313,6||+152,6 %|
Foreign exchange rate, status 10/20/2010: EUR 1.00 = CNY 9,2175
Ms. Guanjie He
Haitian International Holding Ltd.
|Press contact in Europe:
Longo Communication GmbH
Tel.: +49 9123 99037-93
Fax: +49 9123 99037-95
Haitian International at K Show 2010, Hall 15, Booth A41