Mid-Term Plan MG20R - Maxell...only1 products [llexam」 Brand Division Class range Product Sales...

©All Rights Reserved, Copyright 2019 Maxell Holdings, Ltd. 1

Mid-Term Plan MG20RLife Solution Division

Koji NORIMATSUDirector and General Manager

Life Solution DivisionMaxell, Ltd.

May 31, 2019


1. Organizational Change

■2018/10：Consolidated Izumi Seiki

■2019/4 ：Organizational restructuring from functional to divisional

【New organization】 from2019/4

Consumer & Solution BU

Life Solution Division

【Former organization】

Sales & Marketing BU

Business Planning U

Technology Strategy BU

Life Solution Division

Products & Solution BUKey device

BU

・・・Design development

・・・Manufacturing

・・・Sales

・・・Planning

・・・[Products (B2C, B2B, OEM)]Health and beauty careproducts, battery,audio-video equipment

・・・[Components (B2B)]EF2(Electro Fine Forming)Smart card, Reader/Writer

Maxell IzumiCo., Ltd.

・・・Electric AppliancesHydraulic Tools

(Consolidated in 2018/10)

[Functional Organization] [Divisional Organization]


2. MG20R Mid Term Plan

Operating Income

0

40

80

120

(%)

100

0

200

300

(%)Key Device BUConsumer ＆ Solution BU

Electric AppliancesHydraulic Tools

(※)Result of Maxell Izumi in 2018 is described by year equivalent

2020(MG20R)

2018 2020(MG20R)

2018

【Life Solution Division】

【Maxell Izumi】

Key Device BUConsumer ＆ Solution BU

Electric AppliancesHydraulic Tools

【Life Solution Division】

【Maxell Izumi】

SALES

MG20R Target SALES 110% (vs 2018) Operating Income 290% (vs 2018)

100

60

20

The figures on the above are target of the division, and do not match the data released by Maxell Holdings, Ltd.


BU (point) Product Growth Strategy

Consumer＆

SolutionBU*1

(Maximize profits)

■Reform sales method of own brand products: Achieve high profit by selling only1 products at sales channel except major electronics retail stores

■Grow OEM business and ensure stable profits by collaborating with cosmetics maker

■Obtain the benefit of the remaining players by legacy products such as disc and

audiocassette

Key Device BU(Develop new

business)

■Begin mass production of metal mask for OEL panel

■Begin mass production of IC sheet fore-Passport

Maxell IzumiCo., Ltd.

(Create synergy)

■Integrate development and manufacture of shaver and dryer into Maxell Izumi

■Expand hydraulic tools business as a niche top by synergizing (ex. Improving battery and adopting IoT)

（*1）EF2：Electro Fine Forming

【Beauty care】

【Health】

【Battery・AV equipment】

【EF2】

【 Smart Card, Reader/Writer 】

【Electric appliances】

【Hydraulic Tools】

■Put more weight on profit than on sales

(*1) hereinafter called ”C&S BU”

：Today’s topic

3. Growth strategy to achieve MG20R


■Maximize profits by sales strategy for each brand especially only1 products [llexam」

Brand Division Class range Product Sales Channel

BtoBBtoC

High-end

・Beauty salon route・Department store, Hotel, Sell door-to-door ofcosmetics(develop overseas)

BtoBHigh-end～Middle

・Housing equipment route・Hospital, Nursing house, Pet shop(develop overseas)

BtoBBtoC

High-end～Middle

・Hospital, Nursing house, Beauty salon

・TV・online shopping, Major electronics retail stores(develop overseas)

BtoC Middle・TV・online shopping・Major electronics retail stores, Specialty shop

BtoCMiddle～Volume

・Online sales・Major electronics retail stores

BtoC Volume・Online sales・Major electronics retail stores

Increase Marketshare

4.C＆Ｓ BU (1)Redefine Portfolio of own brand

Develop & Expand


4.Ｃ＆Ｓ BU (2) Expand OEM products

■Started to supply OEM products to cosmetics maker from 2006

【Example】

Total Moisturizing support and Cleansing product sales were 2.2M pcs (by 2019/3)

■Tech of penetration and extraction of ion

■Valuation and validation tech

■Expand OEM products & ensure stable profit by collaborating with cosmetics maker

■Supply products for 5 cosmetics for now

Propose products and technology

Maxell Cosmeticsmaker

■Expand OEM products by improving salesforce of Only1 products

Request

Development and supply OEMproducts


4.Ｃ＆Ｓ BU (3)Reference：Examples of OEM products

■Expand supply of OEM products for cosmetics makers

NarisCo., Ltd.

POLA CO., Ltd.

SHISEIDO CO., Ltd.

FUYOSAQINACo., Ltd.

Nippon Menard Cosmetic Co., Ltd.

Supa Experience H2Skin Scope(Handy)ⅢOptune (ver. β) Mega Beauty

Skin lensMemoret(sample）

(※) List in abc order


4.Ｃ＆Ｓ BU (4)Propose Skin Camera for Clients as OEM

■Skin Camera : Easily shoot high-quality image resolution of skin

■Launch subscription business by development of app ■Propose collaboration with llexam products

【3. Development of new clients 】

Clients Needs for checking skin condition

AAchieve 「Individual Skin Care」 and promote sales

B

C

DSales expansion support for sales person

EAttract customer and support sales promotion for clients of hair salon

F

Achieve 「One-to-One Marketing for beauty and health」 by online sales

G

H

I

send

hada more

Check skin condition

SkinCamera

OurHada more

server

Client’sserver

Client’s App

【1. Skin Camera】・・・・development

■Easily shoot high-quality image resolution of skin

■App starts by just inserting cable for smartphone (anyone can use it)

■Earn service fee via OEM clients by providing skin evaluation service

【2. System configuration of skin evaluation service 】

Clients：cosmetics maker, supplement maker, etc.

IODATA productDevelop by synergy PJ


5.Key Device BU (1)MP start of OLED stencil

■Development completion of Stencil for vapor deposition for OLED panel → Shift to Mass Production phase

Item Phase1 Phase2 Phase3 Phase4 Phase5 Phase6

TermJan.-Mar.

2018Apr.-Jun.

2018Jul.-Sep.

2018Oct.-Dec.

2018Jan.-Mar.

2019Apr.-Jun.

2019

Contents

【2. History to MP】・・・Joint development with JDI

Corner R by chemical etching

EF2

HighDefinitionStencil

【1. Maxell OLED stencil】Feature②:No need to attach a frame

General etching stencil Maxell hybrid stencil

Strip shapestencil

Frame

Invar materialframeintegralstructure

Japanese patent（No. JP4369199）

Feature①:High definition by EF2

technology

Competitor’setching stencil

Target level

Yie

ld

Development Phase

Yield improvement

MPStartup of equipment 1

Taskextraction

Setting toframe withmicron level

precision

Startup of equipment 2

Startup of MP line

Preparation of factory

Yield stabilization

Establishment of MP

MP qualitystable supply

Establishment of MP quality technology

Yield up


5.Key Device BU (2) MP start of e-Passport IC sheet

【High reliability contactless nonwoven IC inlet technology】・・・Public use result: 97M sheets

Antennawelding

Printing bureau:

Technical investigation

Physical spec.・Software spec.

↓Pass

Printing bureau:Bid of e-

Passport IC sheet

↓Successful bid(June, 2018)

IC inlet

Nonwoven Antenna welding to IC(High reliability)

IC card microcomputer

Antenna

■ Won the bid of e-Passport IC sheet for National Printing Bureau →MP from October, 2019

In-house machine

Evolution

Adjustment【IC card built-in software development technology】■ Develop security enhanced built-in software

for next passport

1．Won the bid of e-Passport IC sheet by IC inlet unique technology

IC sheet image

SheetEmbedding→

2．MP start and future plan

■ After getting ISO/IEC 15408 Common Criteria security certification, start MP from October 2019

■ Cost down for future continuous received order■ Consideration of overseas e-Passport entry for business expansion


6. Maxell Izumi (1)Synergy Project

■Enhance synergy in a consolidated management with Maxell Izumi

No Items Action Status

1■Consolidate developing and production of

shaver and conventional hair dryer to Maxell

Izumi.

Proceeding

2■We have consolidated sales team to Yoyogi

branch and Osaka branch.

3■Closed Dongguan office and transfer these

functions to Shenzhen IzumiDone

4■Increase the voltage of rechargeable batteries

and expand IoT functions into hydraulic toolsProceeding

【The case of Synergy Project】

Improve

developing

& production

Improve

efficiency

of sales

activities

Partial

Success

Make the

most of

Overseas branch

Share the

Maxell

technology


■Expand line-up of shaver corresponding with each skin condition.

■Maximize sales and distribute new customer together.

【OEM business covers 64% of appliance business】

■Maintain strong relationship with OEM partners.

【Production for 3-type blades of shavers 】

■Maxell・Tornado covers all 4 types

【Lint Remover：No.1 Share】

■Overwhelm other companies with performance.

【Own Factory】

■Our production base that can meet market requirements and OEM requirements

■Japan : Matsumoto factory■China : Shenzhen factory

【Increased the sales of shaver in 2018 by 11% y/y】

■We growth steadily compare with market growth.

6. Maxell Izumi (2)Integration of Shaver & Dryer

Shaver

OEMOverseas,

Domestic,OEM

IZUMI brandDomestic,

47%

17%

36%

Dryer,

Kitchen appliance+ Tornado

comparison with the previous year

2014 2015 2016 2017 2018


■Develop new categories and new market through our technology■Combine resource of Maxell and Maxell Izumi in order to enhance synergy

【Combine resource of Maxell and Maxell Izumi to enhance synergy 】

■Cooperate with Maxell Energy division■Expand sales to overseas market by using Maxell overseas affiliate (from 2019)■Joint developments for added value products with Maxell Life solution division and I-O data

【No.1 share in battery power tools in Japan.- over 50%】

■Main products is hydraulic tools■Get JIS C9711

【Our products get authorization and are provided to all power companies in Japan】

■North America is our main market of overseas sales

■Create sales channel in Euro, Australiaand China

■Basic technology of design, process and assemble for high power hydraulic tools

【Establish good relationship with distributer in overseas】

6. Maxell Izumi (3)Integration of management of battery power tools

【Basic technology for high power hydraulic tools】

Tohoku Electric Power Co.,Inc.

Tokyo Electric Power Company Holdings, Inc.

Hokkaido Electric Power Co.,Ltd.

CHUBU Electric Power Co.,Inc..

The Kansai Electric Power Co.,Inc.

Shikoku Electric Power Co.,Inc.

The Okinawa Electric Power Co.,Inc.

Kyushu Electric Power Co.,Inc.

The Chugoku Electric Power Co.,Inc.

Hokuriku Electric Power Company


1. About Beautyworld Japan・An exhibition for the latest beauty products, services and technologies.

2. Period: 13-15 May, 2019

3. Place: Tokyo Big Site

4. Number of visitors: 70,512

■Exhibited the “llexam” beauty products at Beautyworld Japan. Promotional sales to visitors.

【Luminous hair dryer】

【Maxell booth】

【Demonstration of Luminous hair dryer】

【The “llexam” products】

【Facial cleaner】【Electrolytic hydrogen water shower】

【Hydrogen generator for bathtub】

7. Topic (1) Beautyworld Japan


1. About ASEANbeautyThe premier international beauty trade show for Southeast Asia

2. Period: 2-4 May, 2019

3. Place: Bangkok InternationalTrade & Exhibition Centre

4. Number of visitors: 12,000

7. Topic (2) ASEANbeauty Thailand

■Exhibited facial cleaner, Electrolytic hydrogen watergenerator and Ozon deodorizer in Bangkok show

【Ozone deodorizers】

【Maxell booth】

【Visitor from Thailand government】【Demonstration of facial cleaner】

【Hydrogen water shower】

【Talk show on facial cleaner】

【Electrolytic hydrogen water generators】


7. Topic (3) JECE FAIR

■Exhibited at Japan’s largest electrical constructionequipment & materials show

■With the large variety of products and high technologies, as a leading company in the industry

1.About JECA FAIR 2019・The largest electrical equipment exhibition inJapan that transmits all kinds of informationon Equipment, Tools, Construction, etc.

2. Period: 22-24 May, 20193. Place: Tokyo Big Site4. Number of visitors: 104,683

【Maxell Izumi booth】【Variety of electrical construction equipment】



Notes about statements about the future

Parts of this document contain predictions about the future that are based on our current expectations and beliefs.These statements are provided as background material

for investors.We cannot ensure or guarantee that any such statement will prove to be correct.Please keep in mind that actual outcomes might differ

from anticipated results.

Date post:	04-Jul-2020
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Mid-Term Plan MG20R - Maxell...only1 products [llexam」 Brand Division Class range Product Sales...

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