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A presentation I made to the Automotive News World Congress in 2004. A lot of it is still true today, but it is most interesting to me to compare the predictions with what actually happened
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Keith LomasonExecutive Director — China
10 Recommandments For
Conducting Business in China
Who is Magna?
Auto supplier – ranking in world (sales*) #4
Sales growth – CAGR since 1994 22%
Content per vehicle – CAGR since 1994** 18%
Market cap ~$7.5B
*Automotive News ranking
**Excluding vehicle assembly sales
93 94 95 96 97 98 99 00 01 02 03 04
2004 Sales Growth
$1.9B
$20.7B
22%CAGR
35%
Magna International Inc. 2005 Group
Structure
COSMA MAGNADONNELLY
MAGNASTEYR
MAGNAPOWERTRAIN DECOMA INTIER
INTERIORSINTIERSEATING
Organization Structure
MAGNACLOSURES
A Global Presence for Global OEMs*
Magna Facilities222 Production58 Engineering, R&D
Magna Employees82,700
S. America 3
Europe81 25
Asia Pacific10 7
28,800
2,400
500
*As at September 2005
Canada 62 8
USA 53 18
Mexico 13
22,000
18,200
10,800
Magna International, China
Magna International, China
Coordinate Market Development, Purchasing, and SQA activities for all groups that wish to participate.
Develop and maintain high-level contacts with customers, government officials and other key players related to our success.
Provide short and long-term office space and services for Magna groups.
Magna Int’l China office
Magna in China 2006:2,500 Employees, 19
Facilities
MAGNA International, CHINA Shanghai, Pudong
7
MAGNA DONNELLY Optera Touch
Screen Co., Shanghai Auto Elect Tech.
Co., Shanghai Fu Hua Window
Systems Co. – Glass JV,
Shanghai MD Mirrors,
Shanghai MD Mirrors, Guangzhou
10
9
INTIER SEATINGIntier JiaoYun Automotive Seating, Anting (Previously SLASSCO, Shanghai)Intier-Das Mechanisms, SuzhouIntier-Das Seating, FuzhouIntier-Das Seating, Beijing
MAGNA CLOSURESIntier Automotive Co., Kunshan
MAGNA POWERTRAIN Magna Powertrain, Changzhou Litens Automotive, Suzhou
INTIER INTERIORSCIAI, ChangshuCIAI, ChangchunInterlink, Suzhou
MAGNA STEYR MSF Engineering Center, Wuhan
COSMAMTTS Tianjin, Tianjin(Operational 7/2006)Cosma, Anting
4
17 3
5
6
1
12
13
11 8
14
12
3
46
7 95
8
131011
12
14
Wuhan
Tianjin
Guangzhou
Chengdu
15
15
16
16
2
17
New/Operational Facilities 2006
19
18
1819
0
10
20
30
40
50
60
70
80
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Mill
ion
s
ME/Africa
S. America
South Asia
C/E Europe
China/T-w an
W. Europe
Japan/Korea
N America
The industry enters a new stage of utilizing new capacity in Emerging Markets
Mature markets will grow more slowly as production is displaced Demand diversification in non-mass markets (domestic vs. export)
allows for more sustainable demand
2.1% CAGR 3.7% CAGR3.0% CAGR
Global Production
Shift Towards Lower Cost/Higher Growth Markets
The Labor Cost Shift
Growth of Sourcing from ULCCs and LCCs
Global platform rationalization enables for a shift to Ultra-Low Cost Countries (ULCCs)
Several OEMs looking to ‘escape’ competitive High Cost Countries (HCCs)
A number of situations where Low Cost Countries (LCCs) will lead the charge into export markets
Source: Boston Consulting Group, EIU, S&P, other sources
0 10 20 30 40
I ndones i aC hi naI ndi a
R us s i aT hai l andM al ays i a
M ex i c o
P ol andB r az i l
H ungar y
C z ec h R epubl i cT ai wan
K or eaSpai n
I ta l yFr anc e
U K
C anadaJ apan
U SG er many
Hourly Compensation Including Benefits US$ 2009
LCCsAverage of $8-10 per hour
Inflation of 3-4% per annum
HCCsAverage of $23-27 per hourInflation of 2-3% per annum
ULCCsAverage of $3 per hour
Inflation of 6-7% per annum
Why China?
1990’s
Lower Costs
Market Potential
PRC Govt. & Industry hungry for investment
PRC Govt. & Industry hungry for investment
“good deal” partnerships offered
2000’s
• Market Share
• Scattered opportunities
- Grow with existing customers
- Grow with new customers
- Grow into new products/capabilities
Every investment must be:– Evaluated on its own merits – Structured in the best way to benefit your company
Adhering to as many of the following suggestions as possible will help ensure a successful operation in the China environment
The “Ten Recommandments”Preface:
Recommandment One:
Exception should be made ONLY if partner provides strategic
Market Share There are many functions you can start in China
today that do not require a local contact: – Purchasing– Engineering – Sales and Marketing
Your group will probably be better served in the long run if you commit to the cost of a sales office for 2-3 years to gain business as a WFOE than you will be if you rush to market via a partnership built on a desire to have a presence in China
Investment Vehicle = WFOE
Maximum tax rate of 15%*
Central government approved and managed
Listed in WTO documents (legal structure)
More developed infrastructure than most other areas
55 locations – there is one near where you want to be!
Location = Central Government Economic Development Zones (CEDZ)
Recommandment Two:
Comparing Economic Development Zones and Non-EDZs Investment and Operational Costs
Area Name Customers Build Lease/yrWater
$/Met tonElect.
$/kw hourNat. Gas
$/m3GM Dept Mgr Office
General Prod
Technical
Anting, Shanghai SGM, SVW 24% 25 72.5-96.7 17.4-23.2 0.199 0.104 0.157 25,000 5,800 2200-3000 900-1200 1750-2200 45.50%
Changchun, Jilin CEDZ FAW-VW 15% 20-33 60-100 26 0.56 0.08 0.18 5000 2500 1900 2200 43.50%
Chongqing CEDZ Changan Suzuki & Ford 15% 27 60 7.2-21.7 0.33 0.055 0.12 12000 4500-7500 2200-4500 870-1450 1200-2200 40%
Changshu CAIP 15-24% 9-15 72-97 11.6-21.7 0.26 0.06 0.29 4500 3000 720-960 960-1200 30-42%
Changzhou CZYJ Auto Component Co. 15% 20 72-97 11.6-21.7 0.21 0.06 0.22 7500 1750-2600 1160-1450 870 1160-1740 30-42%
Fuzhou, Fujian CEDZ Southeast Motors 15% 10-30 97-145 0.97-1.45 0.23 0.06 10000 6000 3500 1350 1800 37-40
Guangzhou, Guangdong CEDZ Honda, Toyota 15% 30-50 96-360 21.7-50.7 0.15 0.07 N/A 5000 2600-3200 1500-1800 2200-3000 37.50%
Haikou, Hainan CEDZ Mazda 15% 13 4.3-10.1 0.16 0.07 1200 870 1450 30%
Kunshan, Jiangsu CEDZ SGM, SVW 15% 18 60-120 11.6-17.4 0.19 0.07 N/A 20,000 7,000 4,000 2,500 3,500 30%
Liuzhou, Guangxi CEDZ SGM Wuling 15% 11-22 3.6-6.0 0.19 0.06 0.49 3,500 2,500 1,500 1,500 2,000 27.4-28.7%
Nanjing, Jiangsu CEDZ Iveco, Ford, Fiat 15% 18-21.8 96 15.7 0.32 0.08 N/A 5000 4000 3300 1300 2500 25%
Pudong, Shanghai CEDZ SGM, SVW 15% 73-108 240 26-53 0.16 0.07 0.31 30,000 9,000 6,000 3,000 5,000 38.80%
Puxi, Shanghai SGM, SVW 32% 63 483 44 0.27 0.07 30,000 9,000 6,000 3,000 5,000 60%
Shenyang, Liaoning CEDZ Brilliance, BMW, SGM 15% 13 66-100 1.2-1.8 0.08 0.05 N/A 5000 4000 1750 1150 1450 42.50%
Songjiang, Shanghai SGM, SVW 24% 25-30 180 25.2 0.18 0.07 N/A 12,500 7,500 3,000 1050-1450 1750-2500 30%
Suzhou, Jiangsu SEDZ near SGM, SVW 15% 38701 240 21.6-36 0.28 0.06 0.28 14500 12000 1850 1350 1950 14-20%
Wuhu, Anhui CEDZ Chery, Hyundai 15% 11 60 14.5 0.16 0.06 0.42 4,000 1,800 1,450 850 1,185 42%
Yantai, Shandong CEDZ SGM DongYue 15% 12 85 1.2 0.22 0.07 0.29 4000-6000 2500-3500 2000-2900 870-1150 1450-1750 32%
Utilities LOCAL Salary USD/yearSocial
Benefits as % of Salary
INVESTMENT INFORMATION FOR KEY AUTOMOTIVE LOCATIONS IN CHINA Corp.
Income Tax
Purchase Land use 30 Years USD/Sqm
Standard Factory cost USD/sqm
Social Benefit Standards 2004
StandardArea Pension Unemployment Medical Accident Maternity
22.50 2.00 12.00 1.00 1.00 7.00 45.5022.00 2.00 12.00 0.50 N/A 7.00 43.50
Changshu 18.00 2.00 8.00 0.4-0.8 1.00 8-12 29.4-41.8Changzhou 18.00 2.00 8.00 0.4-0.8 1.00 8-12 29.4-41.8
20.00 2.00 9.00 2.00 N/A 7.00 40.0018.00 2.00 6-8 0.5-1.5 0.70 10.00 37.2-40.218.00 2.00 8.00 0.50 1.00 8.00 37.5020.00 2.00 8.00 N/A N/A 30.0020.00 2.00 6.00 1.10 0.90 8.00 30.0020.00 2.00 4.00 0.5-1.8 0.90 27.4-28.714.00 2.00 8.00 0.3-0.8 1.00 25.3-25.820.00 2.00 8.00 0.60 N/A 8.00 38.8024.00 2.00 7.00 N/A N/A 15-20 48-5323.50 2.00 8.00 1 N/A 8.00 42.5018.00 2.00 8.00 0.5-1.5 0.70 29.2-30.2
4.50 1-2 4.5-9 0.45 3.40 77.5-8213.85-19.3523.00 2.00 8.50 N/A N/A 7.50 41.0021.00 2.00 8.00 0.6-1.2 0.90 6.00 38.5-39.1
Suzhou, Jiangsu SEDZWuhu, Anhui CEDZ
Changchun, Jilin CEDZ
Fuzhou, Fujian CEDZ
Haikou, Hainan CEDZ
Shenyang, Liaoning CEDZ
Pudong, Shanghai CEDZPuxi, Shanghai
Liuzhou, Guangxi CEDZ
Housing Fund(%)
*Total(%) of Salary
------------------------------INSURANCES AS A % OF SALARY------------------------------
Yantai, Shandong CEDZ
Kunshan, Jiangsu CEDZ
Anting, Shanghai
Chongqing CEDZ
Guangzhou, Guangdong CEDZ
Nanjing, Jiangsu CEDZ
Songjiang, Shanghai
* Total (%) of Salary represents money that company must pay to government on behalf of the employees
This % is applied to the employees total cash compensation for calculation purposes, but is paid by the company
While there is quite a bit of disparity between regions today, this gap will close over time
Reduces intellectual property exposure
Lower costs for overseas support, training, engineering, etc…
Visteon “best practice” comparison from beginning of China activity
General motors following practice once investment rules changed, allowing using SAIC together to buy out other China partners
Recommandment Three:
If you must use JV, Use One Partner for all China Activity
Quadruple Your Normal Training Plan
Recommandment Four:
Education different from that in North America or Europe– Learning through memorization and repetition vs. Free thinking and creativity
High turnover - especially in coastal areas
In many cases, must continually break “bad habits”
Go Greenfield - Eventually
Recommandment Five:
Very few existing structures are adequate for long-term use– Land cost in China is still relatively cheap, but will only continue to climb
Operations can start in rented pre-fab facility, but plan on move to “purpose-built”– More efficient– Higher quality– Better locations (CEDZ)
Go Quickly – Or Wait Until 2010
Recommandment Six:
Tax reduction/holiday for foreign invested enterprises being reduced – may be eliminated– Even if you have no imminent production, you can establish a company in a CEDZ, from which you can begin your operations
Large volumes overall, but extremely fragmented and therefore difficult to justify investment
Fragile domestic market – it is growing, but has plateaus, is very fragmented and first-time buyers cause swings
Improves economies of scale
Quality requirements for exports typically higher than domestic requirements resulting in better product than domestic competitor
Savings at home may help meet customer demands*– *Recent and ongoing revaluation of RMB will make exports less profitable and imports more reasonable
Where Possible, Exploit Export Opportunities
Recommandment Seven:
Due Diligence & Business Plan
Recommandment Eight:
Profits will be harder to come by in future– Market growth is slowing– Vehicle prices are dropping– Price pressures on OE’s passed on to suppliers
– Payment terms being extended
Hype must be ignored – know what to expect and have robust business plans – most competitive market in the world right now
Get ready for OE & Supplier shakeout and consolidation (20% during next 5 years?)
Utilize External Experts When Necessary
Recommandment Nine:
Good legal advice is critical– Keep it focused on key issues– Have solid exit/takeover clauses for JVs– Ensure all tax advantages are utilized
Understand that negotiations with a PRC partner begin AFTER the contracts are signed – not a ploy, simply a difference in cultures
Establish your own local resources group– Maybe 1 person, maybe 100– Specific to your needs– Local Networking can not be over emphasized– Can monitor swiftly changing environments
Rethink Your Normal Manufacturing Process
Recommandment Ten:
Overcapacity exists at the OEMs, but is even more prevalent at the Tier-2 level and below
OEMs do NOT pay for most tooling up front but want it amortized – this cost can be pushed down to the component supplier
If there is overcapacity on a component your company normally manufactures, you will not be able to compete on price – but the OEMs (especially foreign invested) need your engineering and supplier management capabilities
Suppliers and sub-suppliers will need constant assistance with SQA and development activities
+ management costs/- capital & component costs
THANK YOU