HaierOpening Benelux Office

12th of June 2012

Agenda • Haier Group

• Strategy• Core Values• Products

• Haier in Europe• Branding• Build The Future

• Haier Benelux

• Questions?

• Visit showroom

Haier Group

Haier, A Leading Global Brand

According to the leading business intelligence firm Euromonitor International, Haier is the number one brand of Major Appliances in the world with a 7.8% retail volume share in 2011*.

Haier also ranks* number one in refrigeration appliances, freezers, home laundry appliances and electric wine cellars.

Key figures:• 70,000 employees worldwide• Strong network of 133,000

retailers • Presence in 165 countries

throughout the world (30 in Europe)

*Source Euromonitor International Limited; retail volume sales in units based on 2011 data.

Euromonitor Brand Market Share (%)

Brand 2006 2007 2008 2009 2010 2011

Haier 3.9 4.5 4.9 5.9 6.8 7.8

Europe

8

3

1

12,622

China

42

2

17

105,647Asia Pacific

12

2

14

10,451

Americas

1

2

4

10,860Middle East & Africa

1

0

7

3,750

Haier is a worldwide brand with a strong focus on local management and production. Gradually reinforcing its local presence, the main group headquarters are located in Qingdao (Asia), Paris (Europe), and New York (Americas).

A Global Brand With Local Operations

64 Trading Companies

10 R&D Centres

45 Production Facilities

143,000 Sales Networks

US$23 Billion in Worldwide Sales

Haier has showed consistent growth over the last three decades, achieving a record turnover of $23.3 Billion in 2011 (vs. $20.7 Billion in 2010).

1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 20110

5

10

15

20

25

30

Since its inception in 1984, critical development stages have been handled

• 1984: Haier Group founded in Qingdao with a commitment to quality as its cornerstone and with a single product line of refrigerators

• Diversification through acquisition of factories

• 1990: Initiation of internationalisation with the first export of refrigerators to Germany

• 1999: New phase for globalisation with the opening of the first US factory in South Carolina

• 2001: Further product facility acquisitions (Italian Factory) / set up of factories throughout the decade

• Set up of dedicated sales organisations in all continents

• Opening of local R&D centres in major geographies

Stage 11984-Late 80’s

Brand Creation

Stage 290’s

Diversification

Stage 3Late 90’s-00’s

Internationalisation

Stage 4Late 00s-10’s

Global Branding

• 2009: For the first time, Haier ranks as No. 1 brand of Global Major Appliances market in terms of volume share

• 2010: New phase for development to assert Haier position as a leading brand and bring it to the top 5 worldwide brands

Haier International Development Key Milestones

1984Haier Group is founded in Qingdao, China – with a commitment to quality as its cornerstone and with a single product line of refrigerators

1999 Haier opens a factory in South Carolina, US, initiating production in America

1990 Haier enters the European market by starting exporting refrigerators to Germany

2001Haier acquires the Italian Meneghetti refrigerator company, in Campodoro, Italy, initiating European production

2005

For the first time, Haier ranks n°1 brand in the Global Major Appliances market according to Euromonitor International

2010 Haier nominates a new CEO in Europe and open European HQ in Paris

2011

Haier sees a very strong development of its activities, including in Europe with entry in all major distribution networks. Haier opens an R&D centre in Germany specialising in dishwashersHaier acquires Sanyo Asia

Haier establishes sales companies in Europe, with 5 branches established in France, Italy, Spain, Germany and the UK

2009

2012 Haier opens offices in Benelux and Poland. It also launches Home Solutions, its new division and opens a R&D center in Lyon (France)

Strategy

A Strategy Relying on 6 Dimensions

Coverage of all market segments

Product Range enlargement

Geographic Development

Industrial Platforms R&D

Innovation and Design

HR Empowerment Philosophy

Maximise products, market segments and geographic coverage

Ensure that the organisation delivers the most innovative / breakthrough products while maximising cost efficiency

Levers to Maximise Brand Development

Coverage of all market segments

Product Range enlargement

Geographic Development

• Pursue and accelerate efforts to extend product range coverage

• Eg. Cooking products • Eg. Development of Home Solutions:

• Solar thermal systems• Air Conditioning• Heat Pumps

• Pursue and accelerate initiatives taken to cover all market segments including the top notch segment

• Assert and increase position of Haier in priority markets

• Chinese Market • North America• Europe• Asia/Pacific

• Prioritise development in Emerging Markets

• India • South America• Africa/Middle

East

Levers to Enhance Product Innovation, Manufacturing and Organisation Efficiency

R&D

Industrial Platforms

HR Empowerment Philosophy

• Pursue and accelerate efforts to strengthen existing industrial platforms through the extension and upgrading of existing manufacturing lines

• Set up local industrial platforms to best meet local needs and ensure maximum reactivity (minimise product lead time)

• Accelerate R&D efforts • Maintain R&D investment of 4% of turnover• Keep on mobilising the 8,000 R&D dedicated

employees involved in innovation programmes worldwide

• Accelerate the opening of new local R&D and Design Centres (Eg. Germany for white good products; France for Home Solutions; Japan for white good products )

• Share and deploy efficient management practices that will allow values of courage, self-determination and ability to “think out of the box” to grow (inverted triangle and ZZJYT management innovation programmes)

Core Values

At Haier, quality is the foundation upon which the brand’s reputation is built.

• Service QualityCustomer satisfaction and service excellence are essential to Haier (after-sales and customer service dedicated centers).

• Product QualityReliability, durability and performance are ensured by rigorous quality control procedures.

• Environmental QualityHaier is truly committed to going the extra mile to incorporate environmental concerns when developing new products.

Quality

The contemporary home has evolved. Appliances and televisions are now as much ‘part of the furniture’ as the furniture itself.

Haier is at the forefront of understanding and interpreting trends.

Our designs have earned numerous international awards and each product category has a defining aesthetic such as Haier Glass Design® home appliances.

Design

Haier Glass Design® refrigerators range, winner of the 2011 IFA Preview design award

Innovation is at the heart of Haier’s strategy.

Particular efforts are put to develop the products of tomorrow :

• 4% of turnover invested in R&D • 8,000dedicated employees involved in

innovation programmes worldwide• 12,300 patents • 4,200 certified inventions

Innovation

Transparent TV prototype German Engineer

A Human Company• Seeking to promote the wellbeing and happiness of its

customers and collaborators

A sustainable Company• Water and electricity consumption concerns when

developing new products • Electronics recycling schemes • Encourage eco-awareness and responsibility amongst

end users.

Organisations & Causes• Supporter of the WWF Earth Hour operation worldwide• Sponsor of the American National Parks Conservation

Association

Corporate Social Responsability

Haier Products

Comprehensive Product Portfolio

Cooling, Washing, Television, Multimedia and Home Solutions product ranges

• World’s leading refrigerator brand with 13.7% volume market share in 2011 (source: Euromonitor)

• Annual production capacity: 18 Million units

• Highlights: • Stylish and functional Haier Glass Design®

range• MyZone innovation

Refrigerators

• Annual production capacity: 10 Million 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

• No.1 brand in the world with 10.9% retail volume share in 2011 (source: Euromonitor)

• Annual production capacity: 10 Million units• Highlights:

• High-efficiency programmes that use less water and energy

• Exclusive Antibacterial Treatment eliminating more than 99.8% of bacteria

Washing machines

• Annual production capacity: 1 Million units

• R&D center opened in 2011 in Germany

• Highlights: • Increased load capacity• Reduced noise levels

Dishwashers

Wine cellars

• No. 1 brand in the world with 16.8% volume market share in 2011 (source: Euromonitor)

• Annual production capacity: 0.5 Million units• Innovative technologies:

• Active-carbon filter to keep wine in perfect atmospheric conditions

• Vibration absorbing technology optimises wine protection

• 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

• At 2008 Beijing Olympic games, Haier became the first official provider of energy efficient products in Olympic history supplying 60,000 sustainable products.

• Air Conditioner Annual production capacity: 28 Million units

Home Solutions

Investing to build the future in a sustainable way

Haier in Europe

European presence in 30 countries

• 30 countries• European HQ in France

with support functions in Italy

• R&D / design centres in Italy, Germany and France

• Manufacturing plant in Italy

Haier local offices Haier products available

Spain

United Kingdom

France

Germany

Italy

Poland

Russia

Haier’s European operations

Benelux

European Strategy

As a worldwide leader in home appliances, Haier has an ambitious development programme in place to become a major European player.

• Product development: extending product ranges to all market segments to respond to most consumers need.

• Distribution: reinforcing partnerships with large market distribution networks as well as with local businesses.

• Branding and marketing: accelerating the awareness and recognition of the Haier brand image

• New organisation in Europe implemented in 2010:

• Europe CEO• Marketing / sales: Product and

communication marketing teams• Support functions: HR, Finance, Logistics, IT,

etc.

Strong Organisation & Recruitment of Industry Experts

Logistics &Projects & IT

Logistics IT business Support Director

Severin de Pommery

Finance & Administration

Tax & TP DirMauro

Pramaggiore

GM Mktg White GoodsJean-Franck

Badalian

Marketing & Sales TV MgrChristophe Chancenest

Marketing Product

C.S.S Dir.& Quality

Stefano Locatelli

Marketing &Communication

Com MktgDirector

Olivier Faucon

HR DirectorCatherine

Bernard-Le Gault

Human Resources

Eastern Europe Sales

& Devpt GMPatrick Drugeon

CEORené Aubertin

CustomerService

GM For Home SolutionPatrick Bailly

General ManagerSun Shubao

EU CFORichard Cao

Home Solutions

Italy Market DirectorEnrico Ligabue

UKMarket Director

Wei Duan

FranceGeneral Manager Cédric Audebert

SpainGeneral Manager

Santiago Belenguer

GermanyMarket Director

William Cantara

BeneluxMarket Director

Thierry Destexhe

PolandMarket Director

Jarosław Piekut

Russia Market DirectorSun Zhenhua

Branding

Advertising

Football stadiums Outdoor

Press TVWeb

Street Marketing

Haier Mascot

• E-Zy: The smart and friendly robot used for online and offline communications

To be launched on June 8, 2012 – Sports / Euro Cup Facebook game

Virtual Showroom

www.haier-showroom.comLaunched in 2011

Available 7 languages

Tradeshows & fairs

In order to ensure the visibility of our products, Haier is not only present at major consumer and professional tradeshows such as IFA in Germany, CES in the U.S., Canton Fair in China, but also at local fairs.

TV Wall IFA 2011 TV Booth IFA 2011

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.

• Deauville Asian Film Festival: official sponsor of the annual event

• Art Exhibition of The Forbidden City at The Louvre: Treasures once housed in the Forbidden City of Beijing, were exceptionally presented at the Louvre in Paris thanks to the support of Haier

Investing to Build the Future

R&D Center in Germany

Cutting edge research, development and design centre opened in 2011, located in Nuremberg, composed of a team of 29 German engineers and experts, specialised in white goods products

With 550 sqm research and design facilities:• To improve the

existing range of products.

• To develop a new approach to design in terms of aesthetics

• Performance laboratory

• Hydraulic laboratory• Electronic laboratory• Prototype shop• Software simulation

unit

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.

Conclusion

• Haier’s target : to reach the European top 5

• Core success factors implemented to reach that objective:• New organisation• Team of specialists • R&D investments• Efficient sales structure (zero

distance, after sales service)• Product development

Haier Benelux

• Purchasing powerThe economic situation in the Benelux region is positive compared to some of our fellow European countries, such as Spain.

• BNX Market lead by Quality and DesignCustomers willing to buy value for money, tend to focus on product quality and design first and foremost

• Geographic positionConnecting France & Germany - two markets where Haier is already present via Brussels & Amsterdam

• CoherenceLocal sales offices ensure the same brand and service strategy as implemented across the rest of Europe

Why the Benelux?

Years of preparation…

Home Office

Distributor

Haier Benelux Office

• Collaboration started in 2009

• First steps on the Benelux market

• Get to know the market & competition

• Opening of home office in 2011

• Distribution via partner

• Internal sales force

• Official opening today

• Changes in distribution structure

• Changes in European structure

Benelux Team

• Regional team, headed by Thierry Destexhe

• Local organisation for Belgium, Luxembourg & The Netherlands

• Launch of Haier.be and Haier.nl in January 2012

Major Retailers in Belgium:

Major Retailers Netherlands

Benelux Team: Objectives

Thierry Destexhe

Create the right team to achieve market share objectives

Dean de WinterAccounting/After Sales

17/04/2012

Sarah MuylleCustomer Service/Logistics

01/03/2012

Maxime WeberSales BEFR /Product Marketing

01/04/2011

Michel de MeyerSales BENL01/07/2011

Bart Van HardeveldSales NL

01/01/2012

Haier: No. 1 choice of supplier &

leader in customer satisfaction

Improve in-store presenceand product presentation

Results

2010 2011 2012

Comparison 1st half of the year sales to customers

X 2

2010 - 2012: Only on existing product categoriesNew product categories and models to be launched in 2nd half of

2012

Challenges

• Cooling: Short Term: Launching A ++ and A+++ No Frost Focus on design, innovation and eco performance• Freezing Short Term: Launching A +++ Chest Freezers and A ++ No Frost 1 Door Focus on design, innovation and eco performance • Washing:

Short Term: Launching ABT innovation : 82 Series A+++ and A -50% Dryers

Focus on washing performance and eco performance • Television:

Short Term: New Z 18 series in large sizes Focus on design and ease of use

Objective: 5% market share in 2015 in Haier’s main product categories

Combination of Unbeatable Quality / Innovation / Design / Eco performance / Price offer

Brand Awareness: Bring Haier’s product quality to the forefront

Questions & Answers

Thank you for your attentionEnjoy your visit of the showroom