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Chlitina Holding Limited Group Introduction

Chlitina Holding Limited Group Introduction. CONTENTS. A. About CHLITINA B. Market Environment in China C. Core Competencies 1. A relatively large market 2. A comprehensive training system 3. Professional R&D and production mechanisms 4. A substantive brand concept D. Financial Ratios.

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Chlitina Holding Limited Group Introduction

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  1. Chlitina Holding Limited Group Introduction

  2. CONTENTS A. About CHLITINA B. Market Environment in China C. Core Competencies 1. A relatively large market 2. A comprehensive training system 3. Professional R&D and production mechanisms 4. A substantive brand concept D. Financial Ratios

  3. A. About CHLITINA

  4. A.About CHLITINA Company Information ➲ Company Name: Chlitina Holding Limited ➲ Chairperson: Chen Pei-hua ➲ Paid-in capital: NT$757 million ➲ Total number of employees: 631 ➲ Market segments: R&D and Production Channel Management Skincare Products *Note: Sales results in Hong Kong and Taiwan.

  5. 2013 Named "Most Valuable Beauty Institute" at China Beauty Expo "Most Influential Entrepreneurial Brand" award Gold Medal, Joining China Franchise & China Venture Exhibition Top 10 Business Models, Business Model Summit for Beauty Industry Listed among China's Top 50 High-Growth Franchises (Franchise 50) by ENTREPRENEUR magazine A.About CHLITINA Company Milestones 2012 Honored at the 17th China Beauty Expo as a "Leading Brand" and "The Most Influential Beauty Chain Salon" Listed among China's Top 50 High-Growth Franchises (Franchise 50) by ENTREPRENEUR magazine Named one of "Top 10 Most Investment Value Brand in Asia" at ASIA BRAND ANNUAL MEETING 2012 Number of CHLITINA stores 2008 Formed an R&D alliance with a French partner; CHLITINA saw the 15,000th person complete its elite skincare consultant training program 1989 Launched the CHLITINA brand in Taiwan 2011 Listed among China Famous Trademarks 1997 Chlitina Group set up operations in Shanghai, officially expanding into the Mainland China market 2003 Obtained ISO 9001:2000 certification and the GMP certification for cosmetics manufacturers 3,000 1999 Opened the first flagship store in Shanghai 2,000 198919971999200320052008201120122013 Year

  6. A.About CHLITINA Product and Services

  7. B. Market Environment in China "China is a land of opportunities, and we are in a season of harvest."

  8. B.Market Environment in China Size of China's Cosmetics Market "Mainland China: a high-growth, competitive market despite its relative immaturity" Unit: 100 million RMB Compound Annual Growth Rate (CAGR): 8.12% 2,684 2,488 2,303 2,130 1,968 1,816 Source: Euromonitor

  9. B. Market Environment in China Mainland China Market for Skincare Products, 2011-2016 銷售額（人民幣億元） Body care Face care Hand care Source: Euromonitor（May 2012）

  10. B. Market Environment in China Acne treatments Facial masks Facial cleansers Facial moisturizers Lip care Anti-aging Toners Source: Euromonitor（May 2012）

  11. Analysis of China's Beauty & Recreation Industry B. Market Environment in China "China's beauty & recreation services are mostly delivered by independent businesses, without any differentiated industry leaders." Western Countries Mainland China Chain stores 3% Chain stores 48% A whopping 45% difference in growth rate! Independent stores 52% Independent stores 97% Source: Annual Survey of Aesthetic, Recreation and Wellness Chains, China Chain Store & Franchise Association

  12. Beauty & Recreation Service Providers Worldwide Rely on the "Chain/Franchising" Business Model for Survival B. Market Environment in China "Economies of scale is key to success for chains and franchises." Only 10% of new stores survive! Franchise beauty brands Approx. 9,000 stores (3%) Lack of branding leads to isolation Industry regulatory measures are inefficient Some services providers are unqualified Competition in the market is not properly regulated Non-franchise beauty brands 291,000 stores (97%) Franchising leads to successful brand expansion! Survival among new stores increases to 90% Franchise beauty brands (Mainland China) Non-franchise beauty salons (Mainland China) Source: Annual Survey of Aesthetic, Recreation and Wellness Chains, China Chain Store & Franchise Association 2011-2015 Prospects of Operating a Beauty Chain in China or Making Related Investments, Beijing-based Zhi-Yan Scientific Information Consulting Co. (www.abaogao.com)

  13. Mainland China's Market for Skincare Products B. Market Environment in China

  14. C. Core Competencies "It's not the only option, but the most competitive one."

  15. C.Core Competence TOTAL SOLUTION A relatively large market A comprehensive training system Professional R&D and production mechanisms A substantive brand concept Customized products/treatments GMP-certified manufacturing facilities A technological R&D alliance with a French company China Famous Trademark Enlightenment Educational Program CSR efforts Over 3,000 retail chains Hundreds of stores join the CHLITINA Group each year 11 distribution centers 22 regional training centers Over 15,000 beauticians

  16. Market C.Core Competence Number of CHLITINA Stores in Mainland China "China's largest professional beauty chain is taking shape." Number of CHLITINA stores in China 3500 3000 2500 2000 1500 1000 500 0 A relatively large market 3121 3004 2656 2687 2011 2013Q3 2010 2012

  17. Market Northeast China North China East China Southeast China Northwest China Southwest China Taiwan C.Core Competence CHLITINA's Locations across China Heilongjiang Province 32 locations Xinjiang Uyghur Autonomous Region 13 locations Jilin Province 29 locations Liaoning Province 79 locations A relatively large market Inner Mongolia Autonomous Region 76 locations Beijing City 202 locations Tianjin City 76 locations Ningxia Hui Autonomous Region 6 locations Shanxi Province 75 locations Hebei Province 70 locations Shandong Province 90 locations Gansu Province 4 locations Henan Province 25 locations Shaanxi Province 32 locations Jiangsu Province 343 locations Anhui Province 105 locations Shanghai City 343 locations Tibet Autonomous Region 7 locations Sichuan Province 79 locations Hubei Province 171 locations Chongqing City 54 locations Jiangxi Province 89 locations Zhejiang Province 525 locations Hunan Province 150 locations Guizhou Province 40 locations Fujian Province 58 locations Yunnan Province 17 locations Guangdong Province 301 locations Taiwan 126locations Guangxi Zhuang Autonomous Region 25 locations Hainan Province 5 locations • As of 2013Q3, CHLITINA has: • 2 regular chain stores and 3,121 franchisees in Mainland China • 126 distributors in Taiwan

  18. Market C.Core Competence Presence of CHLITINA Franchisees in Urban Areas "Rendering superior service in an ever-expanding franchise network" A relatively large market At least 700 cities in China have enough target customers to support Chlitina stores—suggesting there is much room for further growth.

  19. Market C. Core Competence High-Quality Storefront and Interior Design "A client-oriented, sophisticated service environment" A relatively large market

  20. C.Core Competence TOTAL SOLUTION A relatively large market Professional R&D and production mechanisms A substantive brand concept A comprehensive training system Over 3,000 retail chains Hundreds of stores join the CHLITINA Group each year 11 distribution centers Customized products/treatments GMP-certified manufacturing facilities A technological R&D alliance with a French company China Famous Trademark Enlightenment Educational Program CSR efforts 22 regional training centers Over 15,000 beauticians 20

  21. Accommodates up to 2,000 trainees and is supported by a highly qualified teaching staff A total of 15,000 well-trained elite beauty consultants currently work at franchised CHLITINA salons nationwide CHLITINA has provided nearly 300,000 trainees with professional courses CHLITINA aims to provide better services while reducing employee turnover • 25 Regional Training Centers • Basic storefront management courses for new franchisees • Basic/advanced product-related knowledge and ordinary skincare skills • Advanced warehousing and market expansion capabilities • High-level seminars on how to expand operations • Knowledge about new products and skincare Dalian Tianjin Inner Mongolia Beijing Hebei Shandong Nanjing Shaanxi Suzhou Anhui Hubei Shanghai Chengdu Ningbo Hangzhou Chongqing Wenzhou Hunan Jiangxi Taipei Fukien Taichung Guangzhou Kaohsiung Shenzhen

  22. Business Administration Marketing Occupational and Professional Image Building Skin Physiology Skincare Consultancy Skincare Techniques (advanced) Product-related Knowledge Skincare Techniques (basic) C.Core Competence A Three-Stage Training Mechanism for Elite Aestheticians "Nurturing well-rounded professionals with comprehensive, career-long training solutions" Comprehensive Store Managers & Aesthetic Consultants A comprehensive training system Senior Consultants Corporate Culture Consumer Psychology Treatment Planning Instructor Training Programs Beauty Ambassadors Skincare Consultants Corporate Culture Basic Training Beauticians Corporate Culture Customer Service Etiquette 22

  23. C.Core Competence Training Facilities "A European-style beauty academy where all professional training courses begin in the HEART" Comprehensive A comprehensive training system

  24. C.Core Competence TOTAL SOLUTION A relatively large market A comprehensive training system Professional R&D and production mechanisms A substantive brand concept Customized products/treatments GMP-certified manufacturing facilities A technological R&D alliance with a French company China Famous Trademark Enlightenment Educational Program CSR efforts Over 3,000 retail chains Hundreds of stores join the CHLITINA Group each year 11 distribution centers 22 regional training centers Over 15,000 beauticians 24

  25. Anti-aging and anti-sagging Expertly rendered salon-quality skincare treatments All-purpose products with results that last all day Guidelines for the Research and Development of Diversified Products C.Core Competence Professional Professional R&D and production mechanisms CHLITINA's technical alliance with a top-notch fashion & beauty consultant from France

  26. Organization of CHLITINA's R&D Division C.Core Competence Professional Professional R&D and production mechanisms

  27. C.Core Competence Flagship Collections "More than 140 professional skincare products!" Professional Professional R&D and production mechanisms E.P.O. Collection NATUREX toner collection FANTASIA collection ALIGHTS collection This cellular metabolism-booster keeps skin cells intact with an adequate moisture level despite potential damage. It seals in moisture to effectively reduce signs of aging, symptoms of dryness or chapped skin. Pure plant extracts of flowers, stems and leaves are formulated with a high-concentration serum to tackle skin conditions caused by excessive sebum secretions, sensitivity, aging, (comedonal) acne, skin damage, dryness, spots or dullness. This terrific sun screen collection effectively shuts out UVA/UVB rays. It contains specially formulated porous powder to protect skin without leaving it greasy. The collection adds a jade-like glow to the face by hydrating, revitalizing and nourishing every skin cell. It is a long-lasting moisturizer that keeps the skin functioning properly, while at the same time giving it the much-needed revitalizing touch. Etc…

  28. C.Core Competence Certificates of Compliance with R&D and Manufacturing Standards Professional Professional R&D and production mechanisms

  29. C.Core Competence CHLITINA's Manufacturing Facilities Professional Professional R&D and production mechanisms

  30. C.Core Competence TOTAL SOLUTION A relatively large market A comprehensive training system Professional R&D and production mechanisms A substantive brand concept Customized products/treatments GMP-certified manufacturing facilities A technological R&D alliance with a French company China Famous Trademark Enlightenment Educational Program CSR efforts Over 3,000 retail chains Hundreds of stores join the CHLITINA Group each year 11 distribution centers 22 regional training centers Over 15,000 beauticians 30

  31. ➲In a rare example, CHLITINA and Ke-Li-Ti-Na (the Chinese name of CHLITINA) were simultaneously designated as China's Famous Trademarks. ➲ "China Famous Trademark" is the highest-level trademark awarded by the State Administration for Industry and Commerce of the People's Republic of China. ➲ Only 14 Taiwan-based businesses have been awarded the Famous Trademark designation. ➲ China's Famous Trademarks reflect excellence in terms of brand awareness, reputation and customer services, as well as favorable recognition from both authorities and consumers. C.Core Competence China Famous Trademark CHLITINA is an iconic business that achieved the highest honor for a brand Substantive A substantive brand concept 31

  32. Branding and Product Promotion • 2002-2009: • Sponsored the advertising campaign for Shanghai International Arts Festival in a successful brand positioning effort • 2004: • Sponsored Tsai Chin's concert "Under the Moon Light" • Sponsored the 4th China Peking Opera Art Festival • Started a year-round advertising campaign in SHANGHAI TIMES for franchisee recruitment • 2006: • CHLITINA published a series of brand stories and new product ads in VOGUE, MODERN WEEKLY and MINI • 2007: • Launched a prime-time advertising campaign on CCTV to raise CHLITINA's brand awareness • Sponsored "Her Village," a TV show hosted by Yang Lan • Started a brand-awareness advertising campaign via Focus Media 32

  33. Branding and Product Promotion • 2008: • Sponsored the 11th Shanghai International Film Festival • Started a year-round brand-awareness advertising campaign in Hong Kong Daily News • Started a year-round brand-awareness advertising campaign via Focus Media • Advertised new products in MODERN WEEKLY and JESSICA • 2009: • Advertised the new FANTASIA collection in MODERN WEEKLY • Published franchisee recruitment ads for regional franchise meetings • 2011: • Advertised new products in nearly 10 fashion magazines, including Xinmin BELLA • Chairperson Chen Pei-hua, CEO Richard Yu and VP Ye Meifeng were interviewed by JESSICA, Top Golf, The Week and many other fashion magazines • Launched outdoor advertising campaigns in multiple places nationwide to enhance brand awareness

  34. Branding and Product Promotion • 2012: • Chairperson Chen Bihua and CEO Richard Yu interviewed by leading business and beauty industry media outlets, including Business Today, Hers and GLOBAL FORTUNE • CHLITINA's new products featured by Hers among other popular fashion magazines • 2013: • Chairperson Chen Pei-hua and CEO Richard Yu interviewed by numerous prominent Internet media outlets

  35. CSR & Charitable Efforts • Started a years-long campaign called "Project Hope" for impoverished people and needy students • 2004: CHLITINA Group contributed to Indonesian Tsunami relief efforts • 2004: Sponsored the CHLITINA Cup Bridge Tournament • 2004: Donated cash to Chongqing City for a charitable drive • May 2007: Sponsored the centenary celebration of Tongji University • 2008: Donated RMB 3.8 million to Sichuan earthquake victims • 2009: Started sponsoring the Enlightenment Educational Program and Project Hope teacher training programs 35

  36. C.Core Competence China Alliances Industry Association China Beauty Expo - Shanghai The Most Influential Beauty Salon Chain Most Valuable Beauty Institute Asia Brand Awards Leading Brand Most Promising Chain Substantive A substantive brand concept 36 36

  37. C.Core Competence Hers magazine ENTREPRENEUR Women's Favorite Brand: CHLITINA 2012 and 2013 Top 50 High-Growth Franchises (Franchise 50) Substantive Gold Medal, Joining China Franchise & China Venture Exhibition The Most Influential Entrepreneurial Brand award A substantive brand concept 2013 China International Investment & Franchise Expo 37 37

  38. C.Core Competence ASIA BRAND ANNUAL MEETING 2012 Top 10 Highest Investment Value Brand in Asia Substantive 2013 Business Model Summit for Beauty Industry A substantive brand concept Top 10 Business Models 38 38

  39. D. Financial Ratios

  40. D.Financial Ratios CHLITINA's Operating Results In millions of NT Dollars Net operating profit 1500 1200 900 600 300 0 791 612 388 177 2010201120122013Q3 In NT Dollars EPS (after tax) 15 12 9 6 3 0 8.84 7.61 4.12 1.72 40 2010201120122013Q3

  41. D.Financial Ratios An Industry with High Gross Profits CHLITINA 82.71% L'OCCITANE 82.71% ESTEE LAUDER 80.10% Natural Beauty 78.57% Shiseido  76.11% KOSÉ 73.54% L’Oréal 70.67% Source: 2012 annual reports

  42. D.Financial Ratios Net Profit Source: CPA-audited annual pro-formaaffiliation reports, released by the aforementioned companies 42

  43. D.Financial Ratios Return on Equity (ROE) Source: CPA-audited annual pro-formaaffiliation reports, released by the aforementioned companies 43

  44. D.Financial Ratios Return on Assets (ROA) Source: CPA-audited annual pro-formaaffiliation reports, released by the aforementioned companies 44

  45. Thanks For Your AttentionQ&A

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