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WhiteGoodsCompetitorAssessment–HaierSamsungElectronicsChina(SECChina)August,2001CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.Samsung010620BJ-HaierWhiteGoodsCompetitorAssessmCONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing1Samsung010620BJ-HaierCONTENTS1.BackgroundinformaCONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing2Samsung010620BJ-HaierCONTENTS1.BackgroundinformaBACKGROUNDINFORMATION
Source: Annualreport;analystreports;website;YuegangInformationDaily Location:QingdaoStartingyear:1984IPOdate:ListedrefrigeratorbusinessinNovember,1993Brandvalue(2000):~RMB30billionMarketshare:Refrigerator:31%;Washingmachine:29%;AirConditioner:20%;Microwave:2%Numberofemployees:30,000Equitystructure:KeyshareholdersPercentageHaierGroupHaierElectronicInternationalCo,.Ltd31.44%17.93%SalesRevenue(2000):RMB40.6billion3Samsung010620BJ-HaierBACKGROUNDINFORMATION LocatiHAIER'sDEVELOPMENTWENTTHROUGHTHREESTAGES
Source: Haier'swebsite,literaturesearchBrandingDiversification
andexpansionGlobalization1984-19911992-19981998-KeyinitiativeBuiltastrongbrandnameinrefrigeratorsthroughawelldeve-lopedTQCsystemDiversifiedtheproductportfolioto"avoidhavingallthecom-pany'seggsinonebasket"throughmer-gersandacquisitionsTobuildaninternationalbrandnameAspirestobecomefortune500KeyresultsWonthefirstprizein"themostfavoritelightindustryproductsrefrigerators”5yearsinarowWonthestateprizeforqualitymanagementPresentedwiththecustomersatisfactioncupbyChina'scustomersatisfactionmovementcongressAcquired14enterprisesunderthe"eatingdormantfish"strategy.SuccessfullyturnedthesebusinessesaroundbyleveragingHaier'sbrandandintroducingHaier'sOECmanagementExpandedproductportfoliofrom1producttoover9,000productsin42categoriesSoldproductstoover160countriesandregionsandestablishedmorethan38,000salesoutletsacrosstheworld4Samsung010620BJ-HaierHAIER'sDEVELOPMENTWENTTHROUHaier'sbrand
valuein2000:
~RMB30billionHAIER'sBRANDBECAMETREMENDOUSINTANGIBLEASSET
Source: Literaturesearch,websiteExamplesofHaier'ssuccessfulinvestmentwithitsbrandAcquiredQingdaoRedStarElectronicCompanyandchangeditswashingmachine'sbrandinto"Haier".WiththehelpofOECmanagement,quicklyturnedthecompanyintoaprofitablebusiness.HaierbecametheNo.1brandforwashingmachinethenextyearandenjoyedthehighestmarketshareAcquiredcontrollingsharesofShundeWashingMachineFactorywithHaierbrandandquicklyturnedaroundthebusinessTookcontrollingsharesofHangzhouHaierElectronicCompanywithHaierbrandanddevelopedHaierseriesofcolorTV5Samsung010620BJ-HaierHaier'sbrand
valuein2000:
Source: Website KitchenappliancesRefrigeratorFreezerMicrowaveGasrangeSmallappliancesElectricironVacuumcleanerVentilatingappliancesAirconditionerRangehoodAirpurifierCleaningappliancesWashingmachineElectricwaterheaterHAIEROFFERSBROADRANGEOFPRODUCTSHaier'skeyproductofferingsMobilehandsetTelecommunicationsBrowngoodsColorTVVCDTelephonePCPDAIT6Samsung010620BJ-Haier KitchenappliancesRefrigeraHAIERHASSUCCESSFULLYEXPANDEDINTOGLOBALMARKET
Source: AnnualreportDevelopglobaldistributionnetwork62distributorsandaround38,000outletsacrosstheworldSetupproductionfacilitiesoverseasSetupplantsinIndonesia,Philippines,Malaysia,EastEurope,US1999exportsRefrigerator:568,000unitsAirconditioner:200,000unitsWashingmachine:190,000unitsRefrigeratormarketshare
inUS(2000)<124L:30.1%183-266L:35.88%7Samsung010620BJ-HaierHAIERHASSUCCESSFULLYEXPANDECONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing8Samsung010620BJ-HaierCONTENTS1.BackgroundinformaHAIER'sSTRATEGICFOCUSIN2001
Source: Haier'sannualreport"Valuewar"insteadof"pricewar"FocusonimprovingtechnicalcontentsinproductsProduce"individualized"productsGlobalcompetitiveadvantageArrangeallbusinessprocessesaroundorderflowBuildcompetitiveadvantageinquality,costandleadtimethrough"OEC"managementProductdevelopmentDevelopproductsthataretailoredfordifferentcountriesandregionsImprovetechnologyinlargecapacityrefrigeratorsandnetworkrefrigeratorsImproveproductioncapabilityforspecialrefrigeratorsHumanresourceProviderigoroustrainingstoemployeesanddevelopthemintoindustryexpertsandmanagementexpertsServiceBuildextensiveandexclusiveservicenetworktoensurestrongreputationofbeingaserviceleader9Samsung010620BJ-HaierHAIER'sSTRATEGICFOCUSIN200CONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing10Samsung010620BJ-HaierCONTENTS1.BackgroundinformaHAIERS'sKEYWHITEGOODSOFFERING
Source: LiteraturesearchWhitegoodsWiderangeoftypesSide-by-sideRefrigeratorWashingmachineAirconditionerMicrowaveProducttypeDoublechamberDrumPulsatorWindowSplitPackagedCentralairGrillandnon-grillMechanicandelectronic11Samsung010620BJ-HaierHAIERS'sKEYWHITEGOODSOFFERHAIERWHITEGOODSMARKETSHARE,2000RefrigeratorWashingmachineAirconditionerPercent
Source: LIICMicrowave12Samsung010620BJ-HaierHAIERWHITEGOODSMARKETSHARE * RongshengandKeloncombined
Source: SINO-MR,GfK,LIIC 100%=1998Others1999200037.432.435.75.728.030.912.38.610.08.826.1Samsung
ElectroluxMeilingKelon*HaierSiemensHaierandKelonaretheleadingplayers.However,theirmarketsharesaredecreasingAlthoughlatecomerstothemarket,ElectroluxandSiemensarequicklybuildinguptheirpositionsbyfocusingonmid-tohigh-endandhigh-endmarketsComparedtootherMNCplayers,Samsung'sgrowthinthemarketisratherslowMillionsunits,percentRefrigeratormarketshareofmajorplayersinmajorcities4.5-6.215.6270.7101.23.9-6.9-5.0CAGR(98-00)
PercentSamsungHaier/Kelon/MeilingSiemens/Electrolux0.7HAIERISALEADINGPLAYERINMOSTOFWHITEGOODSMARKETSREFRIGERATOREXAMPLE13Samsung010620BJ-Haier * RongshengandKeloncombine * KelonandRongshengcombined
Source: SINO-MR,GfK,LIIC 100%=North
ChinaOthersSamsungElectroluxMeilingKelon*HaierSiemensElectroluxandSiemensaredoingparticularlywellinSouthwestApartfromSouthwest,MNCplayersaredoingbetterineastChinaandSouthChina,relativelymoreaffluentareasSamsungisrelativelystronginEastChinaandSouthChinaNorth
EastEastChinaCentral
SouthSouth
WestNorth
West32.05.31.730.836.65.90.421.926.031.010.53.324.420.411.09.820.833.8Refrigeratormarketshareinmajorcitiesbygeography,2000Millionunits,percentSamsungHaier/Kelon/MeilingSiemens/ElectroluxHAIERHASDEMONSTRATEDSTRENGTHINMOSTGEOGRAPHICREGIONSREFRIGERATOREXAMPLE14Samsung010620BJ-Haier * KelonandRongshengcombin * AnotherKelon'sbrand
Source: SINO-MR,GfK,LIIC 100%=<1,500OthersSamsungElectroluxMeilingKelonHaierSiemensSiemensisfocusingonveryhigh-endmarketwhileElectroluxisfocusingonmid-to-highendmarketSamsungdemonstratedstrengthinlow-pricemarketKelonusesmulti-brandstrategytotargetbothlow-to-midendmarketandmid-to-highendmarket1,500-
2,5002,000-
2,5002,500-
3,0003,000-
4,000>4,0002.01.92.017.819.624.80016.04.145.713.828.310.01.318.736.32.03.82.919.326.09.40.44.70.348.10.312.5Rongsheng*0Refrigeratormarketshareinmajorcitiesbypriceband,2000Millionunits,percentElectroluxKelon/RongshengSiemensSamsungHAIER’SPRODUCTSCOVERALMOSTALLPRICESEGMENTSREFRIGERATOREXAMPLE15Samsung010620BJ-Haier * AnotherKelon'sbrand100%= * AnotherKelon'sbrand
Source: SINO-MR,GfK,LIIC 100%=<100LOthersSamsungElectroluxMeilingKelon*HaierSiemens0.21.00.7HaierisleadinginmostmarketsElectroluxandSiemenshavestrongpositioninmid-to-largecapacitymarketsSamsungisverystronginsmallcapacity
(<100L)marketandisrelativelystronginmidcapacitymarket100-
150L150-
180L180-200L200-
225L225-
250L250-
300L>300L2.60.03Rongsheng*40.47.8051.213.401.49.602.821.424.80.84.229.735.511.010.12.91.17.834.45.013.730.4019.00.20Refrigeratormarketshareinmajorcitiesbyproducttype,2000SamsungHaier/Rongsheng/KelonSiemens/ElectroluxHAIER’SPRODUCTSCOVERBROADRANGEOFTYPESREFRIGERATOREXAMPLE16Samsung010620BJ-Haier * AnotherKelon'sbrand100%=CONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing17Samsung010620BJ-HaierCONTENTS1.BackgroundinformaAPARTFROMSTRONGBRAND,HAIER’SKEYSTRENGTHSLIEINSTRONGATTENTIONTOR&D,SUCCESSFULSUPPLYCHAINANDLOGISTICSMANAGEMENT,WIDEDISTRIBUTIONNETWORKSANDQUALITYAFTER-SALESSERVICESKeystrengthsR&DLeadingtechnologiesinhighefficiency,inverter,energy-saving,environmentalprotection,etc.StrongR&Dresource(R&Dspendingaccountsfor45%ofrevenue)Quickcommercializationofnewtechnologies(75%commercializationrate)ProductdesignreflectingindividualizationFoundedHaierCentralInstituteofResearchwithpartnersfromUS,Japan,Germany,etc.Setup48R&DentitiesworldwideSetupnewproductexperimentcenterineachkeybusinessunitBuildtechnologyalliancewith15researchinstitutesincludingPhilips,C-MoldandNetscreenRecentdevelopmentLogisticsSophisticatedsupplychainmanagementandhighlyefficientlogisticsmanagementLaunched“Idesignmyownrefrigerator"marketingstrategyBuiltERP,BPPandCRMsystemsBuiltChina’slargestandmostadvancedlogisticscenterinQingdaoSalesandmarketingStrongbrandrecognitionInvestedRMB0.5billioninA&PDistributionHighlyefficientdistributionnetwork
(42distributioncenters,andover
9,000salesoutlets)Improveddeliverytimeto8hoursinhubcities,24hoursinsurroundingareas,4daysanywhereinthecountryAfter-salesserviceStrongreputationinofferingexcellent
after-salesserviceContinuepromotetheconcept"customersarealwaysright"18Samsung010620BJ-HaierAPARTFROMSTRONGBRAND,HAIERHAIERLOGISTICSHASGAINEDRICHEXPERIENCEINSOPHISTICATEDSUPPLYCHAINMANAGEMENT
Source:Literatureresearch OptimizedsupplychainmanagementHaier’soperatingobjectiveZeroinventoryZerodistanceZeroworkingcapitalHaierlogisticsmanagementmodel:“one-flowandthree-net”O(jiān)neflow:orderinformationflowThreenetGlobalsupplierresourcenetworkGlobalcustomerresourcenetworkITnetworkCurrentcapabilitiesHaier’sorderflow~6,000orders/month~15,000sourcingpartsSupplierbase978supplier(58%lowerthanbefore)20%internationalsuppliersincludeGE,Emmerson,etc.Internetusage100%purchasingordersonline20%onlinepaymentPurchasingleadtime3dayscomparingwith10daysbefore19Samsung010620BJ-HaierHAIERLOGISTICSHASGAINEDRICHAIER’sDISTRIBUTIONCENTERHASALARGEGEOGRAPHYCOVERAGEINCHINAHaier’sdistributionnetworkHaierlogisticscenter(Qingdao)42distribu-tioncenters1,550specialtystoresand~9,000salesoutletsDistributionnetworkinChinaInternationalpresence:DGforair-conrelatedproductsatHamburgerHarbor,Germany,partneringwithHHLAShanghaiBeijingWithestablishednetwork,Haierhaspromisedacompetitivetimeofdelivery8hourswithincorecities24hoursinadjacentareasofcorecities4daysfornationwidedistributionTransportationequipment:over10,000trucksinChinaHaier’sfacilities20Samsung010620BJ-HaierHAIER’sDISTRIBUTIONCENTERHAHAIERHASADISTINCTIVEDISTRIBUTIONAPPROACHWHICHISHEAVILYFOCUSINGONDIRECTRETAILSALESFORBASEAND
HUBCITIES..
Source:Fieldinterview;McKinseyanalysisSpecialtyshoresFirsttiercitySecondtiercityThirdtiercityHaiershop-in-shopsRetailersinfirsttiercitiesRetailersinsomelargesecondtiercitiesSpecialtystoreHaiershopinshopsRetailersinsecondtiercitiesSpecialtystoreHaiershopinshopsRetailersinthirdtiercitiesSpecialtystoresHaierA/CsalesCo.HaiersalesbranchesinsmallsecondtiercitiesWholesalesinsomethirdtiercitiesHaiersalescenterinfirsttiercitiesHaiersalescenterinsomelargesecondtiercitiesHaiersalescentersinfirstandsecondtiercitiesHaiersalesbranchesinbigthirdtiercitiesEastregionNorthregionWestregionSouthregion21Samsung010620BJ-HaierHAIERHASADISTINCTIVEDISTRICONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing22Samsung010620BJ-HaierCONTENTS1.BackgroundinformaHAIER’SORGANIZATIONSTRUCTUREBODCEOPresidentExecutiveVPVPVPPromotionProductFunctionOver-seasProm-otionBusi-NessFlowProm-otionLogis-TicsProm-otionCashFlowProm-otionRefri-geratorBGA/CBGBusi-nessA/CBGFree-zerBGWarshingMachineBGITBGTech-nicalEquip-mentBGImme-diateBUsTech-nologyCenterPlann-ingAndDevel-opmentCenterH/RDevel-opmentCenterLegalCenterCorpo-rateCultureCenterSecu-rityCenterAmericaBUEastChinaⅠPurcha-singBUCashIn-flowBUEuropeBUMiddle-EastBUAsia-PacificBUEastChinaⅡEastChinaⅢStorage&Transp-ortationBUCashout-flowBU
Accoun-tingBUAssetaudix-IngBURefrig-eratorBUA/CBUHefeiBUMitsubi-ShiBUWuhanBUW/MBUHefeiW/MShundeHaierElectro-nicsBUHefeiElectro-nicsHaimeiBUTourismBUSuperMarketBUTelecomBUComputerBUDishwasherBUElectricHeatingBUMoldBUCapitalOperationBUBiologyBUTest&MeasurementBU...OverseasRefriger-atorBUGuizhouHaierSpecialRefriger-atorBUU.S.HaierExperi-mentBUEquip-mentBUEnergyBUSpecialSteelBUSource: Website23Samsung010620BJ-HaierHAIER’SORGANIZATIONSTRUCTURECONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSales2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing24Samsung010620BJ-HaierCONTENTS1.BackgroundinformaHISTORICALREVENUECAGR=57%RMBbillions199519961997199819992000
Source: MechanicsYearbook25Samsung010620BJ-HaierHISTORICALREVENUECAGR=57%RMBWhiteGoodsCompetitorAssessment–HaierSamsungElectronicsChina(SECChina)August,2001CONFIDENTIALThisreportissolelyfortheuseofclientpersonnel.Nopartofitmaybecirculated,quoted,orreproducedfordistributionoutsidetheclientorganizationwithoutpriorwrittenapprovalfromMcKinsey&Company.ThismaterialwasusedbyMcKinsey&Companyduringanoralpresentation;itisnotacompleterecordofthediscussion.Samsung010620BJ-HaierWhiteGoodsCompetitorAssessmCONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing27Samsung010620BJ-HaierCONTENTS1.BackgroundinformaCONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing28Samsung010620BJ-HaierCONTENTS1.BackgroundinformaBACKGROUNDINFORMATION
Source: Annualreport;analystreports;website;YuegangInformationDaily Location:QingdaoStartingyear:1984IPOdate:ListedrefrigeratorbusinessinNovember,1993Brandvalue(2000):~RMB30billionMarketshare:Refrigerator:31%;Washingmachine:29%;AirConditioner:20%;Microwave:2%Numberofemployees:30,000Equitystructure:KeyshareholdersPercentageHaierGroupHaierElectronicInternationalCo,.Ltd31.44%17.93%SalesRevenue(2000):RMB40.6billion29Samsung010620BJ-HaierBACKGROUNDINFORMATION LocatiHAIER'sDEVELOPMENTWENTTHROUGHTHREESTAGES
Source: Haier'swebsite,literaturesearchBrandingDiversification
andexpansionGlobalization1984-19911992-19981998-KeyinitiativeBuiltastrongbrandnameinrefrigeratorsthroughawelldeve-lopedTQCsystemDiversifiedtheproductportfolioto"avoidhavingallthecom-pany'seggsinonebasket"throughmer-gersandacquisitionsTobuildaninternationalbrandnameAspirestobecomefortune500KeyresultsWonthefirstprizein"themostfavoritelightindustryproductsrefrigerators”5yearsinarowWonthestateprizeforqualitymanagementPresentedwiththecustomersatisfactioncupbyChina'scustomersatisfactionmovementcongressAcquired14enterprisesunderthe"eatingdormantfish"strategy.SuccessfullyturnedthesebusinessesaroundbyleveragingHaier'sbrandandintroducingHaier'sOECmanagementExpandedproductportfoliofrom1producttoover9,000productsin42categoriesSoldproductstoover160countriesandregionsandestablishedmorethan38,000salesoutletsacrosstheworld30Samsung010620BJ-HaierHAIER'sDEVELOPMENTWENTTHROUHaier'sbrand
valuein2000:
~RMB30billionHAIER'sBRANDBECAMETREMENDOUSINTANGIBLEASSET
Source: Literaturesearch,websiteExamplesofHaier'ssuccessfulinvestmentwithitsbrandAcquiredQingdaoRedStarElectronicCompanyandchangeditswashingmachine'sbrandinto"Haier".WiththehelpofOECmanagement,quicklyturnedthecompanyintoaprofitablebusiness.HaierbecametheNo.1brandforwashingmachinethenextyearandenjoyedthehighestmarketshareAcquiredcontrollingsharesofShundeWashingMachineFactorywithHaierbrandandquicklyturnedaroundthebusinessTookcontrollingsharesofHangzhouHaierElectronicCompanywithHaierbrandanddevelopedHaierseriesofcolorTV31Samsung010620BJ-HaierHaier'sbrand
valuein2000:
Source: Website KitchenappliancesRefrigeratorFreezerMicrowaveGasrangeSmallappliancesElectricironVacuumcleanerVentilatingappliancesAirconditionerRangehoodAirpurifierCleaningappliancesWashingmachineElectricwaterheaterHAIEROFFERSBROADRANGEOFPRODUCTSHaier'skeyproductofferingsMobilehandsetTelecommunicationsBrowngoodsColorTVVCDTelephonePCPDAIT32Samsung010620BJ-Haier KitchenappliancesRefrigeraHAIERHASSUCCESSFULLYEXPANDEDINTOGLOBALMARKET
Source: AnnualreportDevelopglobaldistributionnetwork62distributorsandaround38,000outletsacrosstheworldSetupproductionfacilitiesoverseasSetupplantsinIndonesia,Philippines,Malaysia,EastEurope,US1999exportsRefrigerator:568,000unitsAirconditioner:200,000unitsWashingmachine:190,000unitsRefrigeratormarketshare
inUS(2000)<124L:30.1%183-266L:35.88%33Samsung010620BJ-HaierHAIERHASSUCCESSFULLYEXPANDECONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing34Samsung010620BJ-HaierCONTENTS1.BackgroundinformaHAIER'sSTRATEGICFOCUSIN2001
Source: Haier'sannualreport"Valuewar"insteadof"pricewar"FocusonimprovingtechnicalcontentsinproductsProduce"individualized"productsGlobalcompetitiveadvantageArrangeallbusinessprocessesaroundorderflowBuildcompetitiveadvantageinquality,costandleadtimethrough"OEC"managementProductdevelopmentDevelopproductsthataretailoredfordifferentcountriesandregionsImprovetechnologyinlargecapacityrefrigeratorsandnetworkrefrigeratorsImproveproductioncapabilityforspecialrefrigeratorsHumanresourceProviderigoroustrainingstoemployeesanddevelopthemintoindustryexpertsandmanagementexpertsServiceBuildextensiveandexclusiveservicenetworktoensurestrongreputationofbeingaserviceleader35Samsung010620BJ-HaierHAIER'sSTRATEGICFOCUSIN200CONTENTS1.BackgroundinformationLocationStartingyearIPOdateNumberof
employeesBrandvalueMarketshareSalesrevenueEquitystructureEraanalysis4.Valuechainstrategy5.Organizationandownership6.FinancialperformanceFocusonMarketing,
advertisingand
promotionDistribution(channel
andsalesforce)OrganizationstructureSalesProfit2.Strategy3.Product/marketCorporatestrategyKeyproductofferingsMarketpositionKeycustomersValuepropositionGeographicfocusPricing36Samsung010620BJ-HaierCONTENTS1.BackgroundinformaHAIERS'sKEYWHITEGOODSOFFERING
Source: LiteraturesearchWhitegoodsWiderangeoftypesSide-by-sideRefrigeratorWashingmachineAirconditionerMicrowaveProducttypeDoublechamberDrumPulsatorWindowSplitPackagedCentralairGrillandnon-grillMechanicandelectronic37Samsung010620BJ-HaierHAIERS'sKEYWHITEGOODSOFFERHAIERWHITEGOODSMARKETSHARE,2000RefrigeratorWashingmachineAirconditionerPercent
Source: LIICMicrowave38Samsung010620BJ-HaierHAIERWHITEGOODSMARKETSHARE * RongshengandKeloncombined
Source: SINO-MR,GfK,LIIC 100%=1998Others1999200037.432.435.75.728.030.912.38.610.08.826.1Samsung
ElectroluxMeilingKelon*HaierSiemensHaierandKelonaretheleadingplayers.However,theirmarketsharesaredecreasingAlthoughlatecomerstothemarket,ElectroluxandSiemensarequicklybuildinguptheirpositionsbyfocusingonmid-tohigh-endandhigh-endmarketsComparedtootherMNCplayers,Samsung'sgrowthinthemarketisratherslowMillionsunits,percentRefrigeratormarketshareofmajorplayersinmajorcities4.5-6.215.6270.7101.23.9-6.9-5.0CAGR(98-00)
PercentSamsungHaier/Kelon/MeilingSiemens/Electrolux0.7HAIERISALEADINGPLAYERINMOSTOFWHITEGOODSMARKETSREFRIGERATOREXAMPLE39Samsung010620BJ-Haier * RongshengandKeloncombine * KelonandRongshengcombined
Source: SINO-MR,GfK,LIIC 100%=North
ChinaOthersSamsungElectroluxMeilingKelon*HaierSiem
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