1. 1H 2013 TV presentation
Poland, March 07th 2013
2. Agenda
I. Haier Group and Haier TV
II. TV inside Haier Group
III. TV market trends
IV. 2013 TV strategy
V. Key technologies
VI. 1H 2013 line-up overview
4. The Haier Group:
A Global Brand Born in China
• Haier ranked #1 global major appliances brand for the 4th
consecutive 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)
5. $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.
25
23.3
20
15
10
5
0
1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2011
6. 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
7. 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
8. Innovation
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.
Transparent TV Brain Wave TV Eye Control TV
prototype (IFA 2011) prototype (CES 2012) prototype (IFA 2012)
German Engineer
9. 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
10. Haier:
8th most innovative company worldwide
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.
10
11. Refrigerators
• World’s leading refrigerator brand with 13.7%
volume market share in 2011 (source: Euromonitor)
• Annual production capacity: 18 Millions units
12. Washing Machines
• No.1 brand in the world with 10.9% retail
volume share in 2011 (source: Euromonitor)
• Annual production capacity: 10 Millions units
13. Wine Coolers
• N°1 brand in the world with 14,8% volume market
share in 2010 (source: Euromonitor)
• Production capacity: 0.5 Million units
14. Home Solutions Pioneer
• 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
Investing to build the future in a sustainable way.
15. Televisions
• Annual production capacity: 10 M units
• Highlights:
Ø state-of-the-art television sets with LED technology
Ø Numerous functional innovations: USB recording,
timeshift
Ø Wide range of sizes, from 19” to 55”
16. 27 Haier TV Manufacturing plants
A production capacity of 10
millions sets/year
Chinese Factory Overseas Factories
Location! Qingdao! Hefei! Jiao Chong Location! Thaïland! Jordan! India! Europe
nan! qing! (Czech Rep)!
LCD/LED 4! 6! 5! 2! LCD/LED 4! 2! 2! 1 (SKD)!
lines! ranges!
17. 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
19. Haier TV brand awareness
2012 2011 Evolution Dynamic
15 10 + 5pts #1 growth
(#2 Telefunken)
20 14 + 6pts #1 growth
(#2 Techwood)
19 15 + 4pts #1 growth
(#2 Samsung)
• In 2012 Haier awareness exceeds 20% in core Eu markets
• Increased by 300% in 3 years time
2012
Haier
Brand
Equity
Tracking
Report
20. LCD LED TV Global Sponsorship
Official sponsor of Beijing 2008 Olympic games
August 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.
22. Advertising
Pan European advertising campaigns for:
• TV
• Fridges
• Washing machines
MyZone - UK Times Magazine MyZone - msn.be home page
Haier Glass Design – Berlin Airport ABT Washing Machine – Berlin Airport Haier Metal TV – Berlin Airport Haier Corporate – IFA International
23. Sport, Arts & Culture
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.
• 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
25. 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
26. 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
27. Facebook branded content
• Regular operations every 2 months (games, • Daily messages published
competitions, gifts, films, branded content, etc) on fans walls
