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1H 2013 TV presentationPoland, March 07th 20131H 2013 TV presentationPoland, March 07th 2013
III. TV market trends
V. Key technologies
IV. 2013 TV strategy
VI. 1H 2013 line-up overview
Agenda
I. Haier Group and Haier TV
II. TV inside Haier Group
Haier Group
The Haier Group:A Global Brand Born in China
•Haier ranked #1 global major appliances brand for the 4thconsecutive year with a 8.6% retail volume share in
2012.
•White, Brown goods and Home Solution specialists
•28 years of experience, founded in 1984 in Qingdao, China. Present in 165 countries More than 70,000 employees worldwide Strong network of 133,000 retailers •45 production facilities•10 R&D centers
•2011 global sales figures: 150.9 billion RMB (23.3 billion USD)
$23 Billion in World Wide Sales
Haier has posted consistent growth over the last three decades, achieving a record turnover of $23.3 Billion in 2011.
23.3
Haier’s EU operations
30 countries in Europe
European HQ in Paris
R&D / design centres in Italy and Germany
Manufacturing plant in Italy (fridge)
12 622 Point of Sales in Europe
EU Industrial development
Haier keeps on investing to develop its international business. Local investments are made worldwide to support the brand’s market presence in all continents. It is an essential aspect of Haier strategy to design and manufacture products in different parts of the world, customizing them for specific national and regional markets:
In Europe, in order to further improve its supply chain, Haier is considering new investments in the next 3 years
Innovation is at the heart of Haier’s strategy.
•4% of turnover invested in R&D (USD 60 M)•7,000 dedicated employees involved in innovation programs worldwide•9,258 patents and 2,532 certified inventions •589 software intellectual property rights•Best innovations: Wireless TV, Transparent TV, Brain Wave TV, Eye control TV.
Innovation
Transparent TV prototype (IFA
2011) German Engineer
Brain Wave TV prototype (CES 2012)
Eye Control TV prototype (IFA 2012)
2011 iF Design Award
Haier won this year the prestigious iF Design Gold award for its unique and innovative Haier Net@TV 3D user’s interface and Dual Face remote commander
Haier:8th most innovative company worldwide
10
Haier is ranked 8th most innovative company in the world in 2012 by the Boston Consulting Group.
Haier has won 20 places in this ranking since 2010.
• World’s leading refrigerator brand with 13.7% volume market share in 2011 (source: Euromonitor)
• Annual production capacity: 18 Millions units
Refrigerators
• No.1 brand in the world with 10.9% retail volume share in 2011 (source: Euromonitor)
• Annual production capacity: 10 Millions units
Washing Machines
Wine Coolers
• N°1 brand in the world with 14,8% volume market share in 2010 (source: Euromonitor)
• Production capacity: 0.5 Million units
• Strong industrial background in energy and water treatment solutions
• Complete range of products including solar panels, solar water heaters, heat pumps, water softeners and air conditioners
• Annual production capacity: 28 Millions Air Conditioning units
Home Solutions Pioneer
Investing to build the future in a sustainable way.
• Annual production capacity: 10 M units • Highlights:
state-of-the-art television sets with LED technology
Numerous functional innovations: USB recording, timeshift
Wide range of sizes, from 19” to 55”
Televisions
27 Haier TV Manufacturing plants
Chinese Factory Overseas Factories
Location Thaïland Jordan India Europe (Czech Rep)
LCD/LEDranges
4 2 2 1 (SKD)
A production capacity of 10 millions sets/year
Location
Qingdao
Hefei Jiao nan
Chong qing
LCD/LED lines
4 6 5 2
A new Factory in Europe
• Wistron Key Figures:– Wistron is located in Czech
Republic– 170 000 sqm– 7 production lines (LCD/LED)– Capacity/month: up to 291,060
pcs– Former EU supplier for Sony,
Toshiba and Sharp
Branding main activities
Haier TV brand awareness
2012 Haier Brand Equity Tracking Report
2012 2011 Evolution
19 15 + 4pts
20 14 + 6pts
15 10 + 5pts
Dynamic
#1 growth(#2 Samsung)
#1 growth(#2 Techwood)
#1 growth(#2 Telefunken)
• In 2012 Haier awareness exceeds 20% in core Eu markets• Increased by 300% in 3 years time
LCD LED TV Global Sponsorship
Official sponsor of Beijing 2008 Olympic gamesAugust 2005, Haier becomes official sponsor for 2008 Beijing Olympic Games, starting Haier Olympic trip. While Haier Global branding stage is coming and become new start of Haier overseas marketing.
Haier becomes strategic partner with NBA
In April 2006, Haier Becomes strategic partner of NBA, which means Haier is the first appliance brand to sponsor NBA. As a match stands for American culture, Haier accelerates the steps to become American Local key brands.
Haier Rocks the World With MTV!
After official sponsor of Beijing Olympic Games, Haier becomes Official Sponsor of MTV2006 Asian Music, and marketing activities for Haier brand in Malaysia, Singapore, Thailand, India and Korea carry out. Haier becomes the first Chinese brand MTV participating Asian big prize, making Haier into the ranks of famous international brands.
LCD LED TV WW EVENT OOH
Advertising
Pan European advertising campaigns for:
• TV• Fridges• Washing machines
MyZone - msn.be home pageMyZone - UK Times Magazine
Haier Glass Design – Berlin Airport ABT Washing Machine – Berlin Airport Haier Metal TV – Berlin Airport Haier Corporate – IFA International
Sport, Arts & Culture
• Haier is a sponsor of the Grand tour of Milan, Sept 2012
• Art Exhibition of The Forbidden City at The Louvre: Treasures once housed in the Forbidden City of Beijing, are exhibited exceptionally presented in Oct.-Dec. 2011 at the Louvre in Paris thanks to the support of Haier
• Football: Haier has visible presence in football stadiums in Europe (Italy, France, Spain & Germany) . It also supports education programmes within the sport.
• Haier is a sponsor of the London Museum of Science
Haier is a keen patron of the arts and culture. We believe that art is a universal language able to generate cultural exchanges whilst sport has the power to unite people across the globe.
Volleyball sponsoring in Italy
Trade Shows & Fairs
In order to ensure the visibility of our products, Haier is present at major consumer and professional trade shows such as IFA in Germany, CES in the U.S., Canton Fair in China but also at local national fairs.
IFA 2012
Digital Marketing
Strong focus on digital communication operations: •Active digital strategy, generating strong online visibility•Social media community (Facebook) of more than 300,000 fans in 1 and a half year
Facebook branded content
• Daily messages published on fans walls
• Regular operations every 2 months (games, competitions, gifts, films, branded content, etc)
Virtual Showroom & website
Promotions:
PR activity• 2500 articles as of September 2012• 35 million contacts
Benelux Inauguration
Lyon Home Solutions R&D
center openingPoland launch
Thanks for your attention!