OSIM Strategy 1) Push Family Value

Why? because this aligns with asian values increases value of product without price, hence increasing willingness to buy might combat copycat problems, since willing to spend on family?

Implementation a) product recommendation: customizable to family members b) some other recommendation: making stores more family-friendly? building home theaters for the family experience – selling the osim experience and family values?

Strategy 2) Lease/Sell to new segment of customers: corporate

Why? diversify customer base, aligns with "napping" culture in asia benefits: with kiosk, becomes like "mini store" and might increase indiv. consumer sales

Implementation a) phase 1: asia, where growth potential in china is huge need to get brand name out there and also letting workers try the chairs in their office might give signals about quality b) phase 2: america, where sales are lagging this might help get the osim name more familiar in american households helps to break stereotypes that massage chairs don't do anything (females- leg massagers- high heels) Similar to having gyms in offices?

Strategy 2- Other Comments Can focus on appropriate target: rising middle/upper class at large companies Argument: if people can sit there at work, why do they need one at home? – Rebuttal: Privacy, convenience, don’t need to fight other people in office for it

Other Notes Where are they not? Russia, South America – South America: spending on personal care? Examples of other companies to look at, from different industries: luxury cars (personalization of seats/steering wheel etc) Partner with luxury cars for car seat massagers? (Expansion into Japan?? But Japanese market pretty saturated 22% households own) Distraction to driver? Passenger seats? Already has partnership with LG in Korea—Sam’s idea of selling the experience?