160 countries 96 product lines products employees. Qingdao. European School of Economics Milan, Apr 28. Haier a global worldwide company

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1 0, 0, 0,7, headquarters: from Qingdao to the whole world Qingdao European School of Economics Milan, Apr 8 98 a global worldwide company 00 0 countries 9 product lines.00 products employees Los Angeles U.S.A Montreal American Refrigerator Co.LTD Trading centers: Design centers: 8 Poland Europe Bulgaria Iran Middle-east Tunis India Morocco Egypt Asia Indonesia Seoul HK HAIER GROUP Philippine s Tokyo Industrial parks: 0 Factories: 0 (overseas: ) An amazing increase Actuals 00:, billion USD Global sales turnover (billion US dollars) Annual increase by 8% on average 0,00 0,00 0,009 0,0 0,0 0,0 0,0 0, 0, 0, average growth rate in the past 0 years, 8% Year 00 in household appliance Sales TurnoverBillion USD Rank White Goods Companies Year 00 Year 00 Whirlpool.0 0. Electrolux Panasonic GE.07.8 Market Share% Rank White Goods Brands Year 00 Year 00 Whirlpool GE.79.8 Bosch-Siemens.8.8 LG.. According to Euromonitor (00), ranks world No. in term of sales turnover and No. refrigerators market share

2 RANK Far East Economic Review Leadership Ranking of Chinese Companies COMPANY Group Legend China Mobile Industrial and Commercial Bank of China Shanghai Automotive Industry Corp PetroChina Sinopec China First Automobile Group China Telecommunication Bank of China MARKS The leadership competitiveness is evaluated on: ) High quality of service and product; ) Innovation of response on consumers requirements; ) Value for others to follow s market shares in 00 Domestic Market: first brand for market share and turnover No. refrigerator.. No. air-conditioner. 0.8 washer freezer No...9 No. no.. 8. dishwasher 0..8 No. Water heater (Source: National Statistics Bureau - Zhongyikang Co.) 7 8 Differences CULTURE (Country/Employees/Working) COMPETITION MARKET PROCEDURES RELTIONSHIPS WITH CUSTOMERS END USERS HABITS European Divisions White goods Europe Trading HET Brown goods Mobile phones Europe Electronics HEE IT products Europe IT HEI Air Conditioning AC Italy AC Spain AC UK Combi Factory Appliances HAP HET HEE AC HAP HEI 9 0 European organization HET European Supply Chain HET Branches: Italy, Germany, France, Spain Distributors Uk Ireland Holland Belgium + Luxembourg Denmark + Sweden Norway + Finland Greece Portugal Austria Switzerland HET Distrib Branch Distribution centers Italy France Spain Germany Spare Parts European Central warehouse Italy Warehouses Ports Spare Parts Central Warehouse

3 HET BRANCH ITALY Subsidiary Varese Market Dir. Marco Minoletti Sales dept. Di Pietro Gianluca Mkting dept. cooling Lovati Alessandro washing Bordin Luca Back office Rossi Silvia Logistic Sara Porretti European organization What is our Mission? What is our challenge? OUR MISSION IS TO BE A KEY PLAYER IN THE EUROPEAN WHITE GOODS MARKET OUR CHALLANGE IS: To become a favourite partner to the Trade To establish has a well-known brand Agency : on the main regions agents To reach a Market share of 0% (within 00) To be among the main Players in Europe (within 00) s key focus To increase MARKET SHARE in the Home Appliances Sector through Products of high Prestige (innovation and design). To reach high levels of efficiency and adjustment to the real needs of the DISTRIBUTION CHAINS (80% OF THE BIG CHAINS TO REACH 80% OF THE MARKET) or any other relevant channel according to the structure of the Markets. To search permanently, through Quality and Service factors to EXCEED OUR CUSTOMERS EXPECTATIONS, that are indeed the reason of the existence of our activity. We will reach our main target Customer: Trade INCREASE SALES MAIN TARGET: INCREASE MARKET SHARE Consumer: End User INCREASE BRAND AWARENESS To develop an IMAGE OF EXCELLENCY (BRAND AWARNESS) in the market presenting a dynamic and capable team, to guaranty the growth and the profitability of the company. INCREASE PENETRATION EXTEND THE NETWORK CHANNELS / MARKETS Work with the Trade for the Consumer What should we offer? OFFER ADVANTAGES MARGINS SERVICES PRICES QUALITY Customer: Trade Consumer: End User TRADE: (margins/services) CONSUMER: (prices /quality) What should we get? Built up relationships with Trade as profitable and reliable supplier Built up End Consumer s trust in as an affordable innovative brand VERY HIGH VALUE FOR THE RIGHT PRICE offer right margins offer high quality services offer very high clear features vs prices reliability thru brand awareness What should we offer? 7 8

4 CUSTOMER RELATIONS - ITALY How to give advantages to the Trade and to the Consumer?. COMMUNICATION (Customer Relations) dimensions approach. ORGANIZATION (Structure and tools). INNOVATION (Product and features). SERVICES (Customer Care) 9 BRAND AWARENESS to be increased reaching the end user while gaining credibility with the Trade Co-branding Activity 0 OBJECTIVES Brand Awareness Enter Enter Enter Market Market Market Trade Trade Trade Actions Actions Actions End User ADV Increase BRAND VISIBILITY & AWARENESS Build a STRONG and CONTINUATIVE COLLABORATION with trade partner (Fidelization) INCREASE SALES in the short and medium term but most important IN THE LONG TERM Get a APPROVAL MARK from an important trade partner in the market Drive INTEREST from the market Intro Growth - - Consolidation Yrs This kind of activity is impossible without a clear agreement /contract/ with the trade partner In store actions 00 Displays DISPLAY VISIBILITY POP PROMOTERS SALES/ QUESTIONNAIRE FEED BACK GIFT/LOTTERY BRAND CONFIDENCE FREE DELIVERY REAL BENEFITS CONSUMER CREDIT

5 Specialised Trade Magazines WINNING FACTORS FULL RANGES mix, first of all (BRAND) CORRECT POSITIONING clear policy, continuity CRM TROUGH SERVICES sales are only the last part of a process STRONG PARTNERSHIP without trade is impossible to reach the end users COMMUNICATION trough products, trough clients SPARE PARTS AFTER SALES SERVICE SALES DELIVERING SPARE PARTS AFTER SALES SERVICE SALES TRUST IN THE COMPANY DELIVERING TECHNOLOGY COMPETITIVENESS POSITIONING PRODUCTS ASSORTMENTS INNOVATION DESIGN TRACKING CLIENT SUPPORT ADMIN 7 TECHNOLOGY COMPETITIVENESS POSITIONING PRODUCTS ASSORTMENTS INNOVATION DESIGN TRUST IN THE BRAND TRACKING CLIENT SUPPORT ADMIN 8 BRAND CONCEPT COOL INNOVATION (PRODUCT and FEATURES) CLEAR INNOVATIVE FEATURES EASY TO SELL FOR CUSTOMERS EASY TO UNDERSTAND FOR END-USER WASH MWO HAIER Despite the matematics rules, the sum of the different ranges is not only, there is a big added value, the value that only the biggest company can have : the value of the brand 9 NO FROST FRIDGES INVERTER TECHNOL. PLACE SETT. DISH DRAWER FREEZERS LT MICROWAVE OVEN TREND IN MOST EUROPEAN MARKETS PURE TECHNICAL INNOVATION THE BIGGEST IN THE MARKET THE MOST USEFUL STORAGE FREEZER AMONG THE BIGGEST IN THE MARKET 0

6 dimensions approach will allow to:. COMMUNICATION (Customer relation) Perceive Value Our ideal positioning in the Market:. ORGANIZATION (Structure and tools). INNOVATION (Product Features and Quality) ESTABLISHED BRANDS. SERVICES (Customer Care) - Escape from the pure price competition - Support brand positioning DO NOT COMPETE ON PRICES WITH PRIVATE LABELS PRIVATE LABELS ABLE TO GIVE ADVANTAGES TO TRADE AND CONSUMER Dual Brand Strategy COMPETE ON PRICES WITH PRIVATE LABELS Perceived Price Source : Eurisko + estimates Perceived Value PREMIUM BRANDS (Ultimate Lifestyle) White Goods Europe Competitors Ranking (all families BI+FS) Electrolux 00 Bosch-Siemens A BRANDS Top Core Market 00 Far Kendo Medion Selecline Privileg Bluesky Electra 00 B BRANDS Bottom Core Market PRIVATE LABELS (Every Day Value) Source : Eurisko + estimates Perceived Price Market share Beko ,% Elco Brandt Samsung Candy Merloni LG 0,0% Whirlpool Source : Euromonitor + estimations Brand awareness Thank You!