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FARCENT Investor Presentation 2017

Dec 8, 2017

51907_rns_2017-12-08_41c7c54e-6c3b-4c86-a14d-9316009cdb81.pdf

Investor Presentation

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花仙子法人說明會

- 公司簡介 概況

  • 成立於1983年，至今在快速消費品市場已有33年歷史

  • 2001年在台灣股票發行上市

  • 在家用消費品市場已有許多領導品牌

  • 亦經營代理事業及策略聯盟

  • 總部設於台北，在台灣及中國設有工廠，產品分布於主要亞 洲市場

  • 積極拓展版圖，目標成為亞太的領導品牌

2

公司簡介 近年重要里程碑

  • 90年 成立泰國花仙子公司

  • 91年 成立上海花仙子北京花仙子分公司

  • 96年 代理美國康寧餐具成為台灣地區總代理99年 成立馬來西亞花仙子公司

  • 104年 取得帝凱(好神拖)公司經營權

  • 105年 增加資本額為NT$569MM

3

公司簡介 自有品牌

品牌跨足香氛、除溼劑、清潔工具、各式洗劑

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4

公司簡介 市占率

家用品類擁有六個領導品牌

品類 地位 市場占有率*
除溼劑 #1 80%
香氛 #1 53%
靜電拖把及除塵紙 #1 62%
旋轉拖把 #1 51%
馬桶水箱清潔錠 #1 31%
馬桶清潔劑 #1 27%

*註:部分資料為尼爾森資料, 或者為通路銷售資料推估

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5

公司簡介 芳香消臭產品線

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空氣芳香劑

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芳香除臭劑

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6

公司簡介 除溼/清潔工具產品線

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除溼劑

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清潔工具

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7

公司簡介 清潔工具產品線

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清潔工具
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8

公司簡介 洗劑產品線

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清潔劑

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天然洗劑

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9

公司簡介 台灣銷售通路

全通路銷售，包含量販、超市、個人用品店、經銷及網路

全通路銷售，包含量販、超市、個人用品店、經銷及網路 全通路銷售，包含量販、超市、個人用品店、經銷及網路 全通路銷售，包含量販、超市、個人用品店、經銷及網路
通路 客戶名稱 店數
量販店 大潤發, 家樂福, 愛買, 好市多, 特力屋等 171
超市/個人用品店 全聯, 惠康, 屈臣氏, 康是美, 寶雅, 小北等等 2,443
便利商店 7-11, 全家, OK 8,949
軍公教/福利總處 福利總處 41
經銷 小型連鎖超市 300
網路商城 PC Home, Yahoo, MOMO, UDN,博客來 15

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10

公司簡介 經營版圖

目前經營海外市場有中國、泰國、馬來西亞

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台灣:

  • 營運總部

  • 代工廠

  • 中國

  • 華東銷售據點(上海)

  • 華北銷售據點(北京)

  • 工廠(蘇州)

泰國

  • 銷售據點

  • 工廠

馬來西亞

  • 銷售據點

11

公司簡介 經營理念

便利新科技，智慧好生活

精進 消費者 改良 需求 研發創新

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12

企業社會責任

偏鄉教育協助

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多元才藝啟發

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員工照顧_羅國水教育基金

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員工社團補助

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扶助弱勢教育 創造幸福企業

弱勢孩童課業協助

共識營/返讀行動

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13

三年經營成果

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+7%
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+20%

14

花仙子企業願景

稱霸台灣, 積極拓展海外市場

15

台灣市場成長策略

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通路擴展

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  • 全聯加碼

  • 深耕電商

  • 新通路開發

借力使力

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  • 授權商品

  • 異業結合

產品線擴充

  • 菜瓜布/垃圾袋市場進攻

  • 去霉味/防蚊產品線

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  • 香氛產品升級

擴大曝光

  • 電視廣告

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  • 數位傳播

  • 多元化行銷

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中國市場成長策略

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通路擴展

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  • 投資電商/增加人力

  • 家樂福進口品通路

  • 新通路: 高超/經銷

今年雙十一 創新高+80%

區域擴展

  • 華中區拓點

深耕香氛香薰市場

  • 低價香膏與香薰搶攻實體市占

  • 虛擬通路以中高價香薰為主

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策略聯盟

  • 與中國知名品牌雙品牌合作 拖把產品線

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17

帝凱成長策略

全新商品上市

  • 專利平板旋轉拖把

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中國產線投產

  • 降低成本, 搶攻市場

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  • 智能家電產品開發

廣告投資

  • 新品電視廣告

  • 體驗式行銷

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市場擴展

  • 中國內銷市場

  • 東協市場

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18

海外市場成長策略

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泰馬市場

  • 產品在地化

  • 代理德國拖把Vileda

  • 跨境電商

品牌形象更新

國際化形象營造

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東協生產據點

組織擴充

  • 評估泰國設廠

  • 儲備外派人才

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進攻VIP市場

  • 2017越南花仙子成立

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19

OEM成長策略

成本優勢, 更易接單

  • 除溼劑自動化生產

  • 拖把中國投產

集團資源共享

  • 關係企業海外資訊分享, 拓 展潛力客戶

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主動出擊

參加國際展覽

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20

Thank You!

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