Doing Business in China
Doing Business in China
Bilateral thinking
By John Willman
Published: October 17 2008 16:20 | Last updated: October 17 2008 16:20
China may have astonished the world with its 51 gold medals at this year’s Beijing Olympic Games, but it is not just in sport that the country is rewriting the record books. The world’s fastest growing economy has almost certainly overhauled Germany this year to become the third largest in the world.
It is the second largest exporter of goods and will become the number one within a few years. It is the largest consumer of metals, the biggest emitter of carbon dioxide and will quite soon be the world’s largest consumer of primary energy.
It also offers unrivalled opportunities for British businesses, which already export more to China than to any other Asian country and invest more in the country than any other European nation. Unsurprisingly, the UK government is keen to further strengthen trade and investment links and has increased its support for British-based organisations hoping to enter the Chinese market.
Yet the impact of the global credit crunch has dented investor confidence, as the world waits to see just how sensitive the Chinese economy will be to the slowing economies of Europe and North America. Moreover, the business environment in China remains challenging, with some sectors off-limits to UK businesses, continuing problems in protecting intellectual property rights and inflation boosted by rising commodity prices and labour shortages in the biggest centres.
Lord Digby Jones, who recently stepped down as Britain’s trade and investment minister, says that despite such considerations, the trade relationship between the UK and China is deepening rapidly. “In the current world economic climate and against the background of globalisation, a strong partnership is essential to capitalise on mutual strengths,” he says.
The evolving relationship is illustrated by the sharp increase in bilateral trade between the UK and China, which has more than doubled in the past five years. British exports of goods and services to China surged more than 40 per cent in the first half of 2008, while imports increased 10 per cent. The UK is investing in 6,000 projects in China worth more than £8bn, and is by far the biggest recipient of Chinese foreign direct investment in Europe – capturing 11 per cent of the total.
British businesses made a significant contribution to the Beijing Olympics, designing the city’s new airport terminal, helping in the design and construction of the “Bird’s Nest” stadium and the Olympic swimming pool and monitoring the capital’s air quality.
China continues to build the infrastructure needed to maintain its astonishing economic growth, buying electrical and mechanical equipment and iron and steel from the UK. It is the largest overseas market for Bentley’s luxury cars. And 10 times more people watch English football on television there than in Britain.
Earlier this year, Gordon Brown led his first trade delegation to China since becoming prime minister, attending the UK-China Business Summit in Beijing, where he reached agreement with Wen Jiabao, the Chinese premier, to increase two-way trade to £34bn by 2010.
“I want British business to set their sights on raising their exports in goods and services to China to £9bn by 2010, almost double that of 2006,” the prime minister said.
Manufacturing is one sector to have benefited from the flourishing trade between the two countries. Many of the consumer goods that come in boxes labelled “Made in China” include high value-added components made by British companies. CSR makes the chips that are used in the Sony PlayStation 3 and for Bluetooth mobile phone headsets. Wolfson Microelectronics, the Edinburgh-based company, makes chips that help Apple’s iPod music players convert digital music files into audio.
The fragmentation of the manufacturing process means many countries are involved in making products these days, with design in one, component manufacture in another, assembly in a third and marketing and after-sales service elsewhere. But the UK government says this fragmentation has provided opportunities for British companies.
“Integration into global supply chains helps British manufacturers reduce costs and improves their productivity,” said Baroness Shriti Vadera, business minister, when she launched the government’s new manufacturing strategy last month. “Britain’s history of free trade and openness gives UK companies comparative advantage in the new international structures of value creation.”
Financial services is another sector where Britain has developed strong links with China, encouraging its investment and banking institutions to use the City of London as their European base and introducing scores of Chinese companies to the London markets. HSBC and Standard Chartered, two UK lenders, are among the leading foreign banking groups in China, while insurers such as Aviva, Prudential and Lloyd’s of London are also expanding rapidly in the Chinese market.
Retailers such as Tesco and B&Q are already well-established, while Marks & Spencer this month opened a flagship store in Shanghai.
“Given that the average Chinese household saves more than 40 per cent of its annual income,” says Guy Dru Drury, the CBI’s chief representative in China, “there is a huge opportunity for UK business to tap into this domestic nest-egg by providing high-value services to the emerging middle classes.”
There is also a demand for specialist engineering and design, he adds, in building iconic landmarks such as the Olympic Stadium or the China Central Television Tower, Beijing’s tallest structure, and rebuilding schools in Sichuan that are earthquake-proof and energy-efficient.
China’s desire to increase energy efficiency and reduce pollution and carbon emissions is also providing lucrative opportunities for British companies. Investment in renewable energy increased 91 per cent in 2007 to £6.1bn, with most going into mini-hydroelectric generation, solar water heating and wind power.
Funding China’s ambitions will depend on the country continuing the stellar growth seen during the past three decades, expanding more than 10 per cent annually for the past five years. Growth is slowing, but the International Monetary Fund is still predicting growth of above 9 per cent a year between now and 2013.
Other economists are forecasting lower growth rates, as the downturn in North America, the European Union and Japan hits exports. However, their forecasts would still put China among the fastest growing economies in the world. And there are hopes that any fall in business investment – which has underpinned China’s extraordinary growth rates - will be matched by buoyant consumer spending as the new middle class spends its cash.
Nonetheless, a recent survey of Chinese finance directors by CFO Magazine found that 82 per cent were worried about an economic slowdown after the Beijing Olympics. Among those who were concerned, three-quarters were worried about a collapse of the stock market or property prices, and 70 per cent thought the slowdown of the world economy would hit the Chinese economy. Just over half said there was overcapacity in the manufacturing sector.
The Chinese government has been active in trying to cool the overheated property market without precipitating a crash. But it may need to relax monetary policy to stimulate growth – it has already made a start in reducing interest rates as consumer price inflation has eased in recent months. It also has scope to increase public spending on infrastructure such as roads and railways, having run small budget deficits and with tax revenues rising.
Some slowing of economic growth could be welcome to businesses in the main centres for foreign companies such as Beijing and Shanghai, where labour and other costs are rapidly rising. Now many overseas investors are finding more attractive opportunities in less well-known regional cities on the coast and in the country’s west and south-west. Ambitious local leaders in such cities have put the welcome mat out for businesses in priority sectors such as infrastructure, power generation and water supply – especially if they can help achieve China’s ambitious climate change targets to reduce carbon emissions.
Aside from the economic issues, the main concerns of those contemplating doing business in China remain the bureaucracy facing new entrants and the still developing framework of intellectual property protection. Sir David Brewer, chairman of the China-Britain Business Council, says entering the Chinese market is no different from entering other European countries. “There is no special recipe,” he explains. “It just takes a little longer – and you need patience and persistence.”
Sir David is no novice when it comes to China: a former Lord Mayor of London, he visited the country more than 100 times as an insurance company executive, opening Sedgwick’s first office in China in 1981 and obtaining the first broker’s authorisation for the group in 1993. He says the protection of intellectual property is still the first question on the list for most businesses that approach the Council for advice, but attitudes in China are changing fast.
“There have been court judgments recently protecting foreign intellectual property rights, and they have been upheld,” he says. “This has been helped by the fact that the Chinese have developed their own brands domestically, and want to protect them from being pirated by competitors.”
Mr Dru Drury of the CBI says IP protection remains a concern for many British companies, especially in the pharmaceutical sector. But he welcomes new legislation such as the anti-monopoly law passed this year, and says the Chinese business environment continues to improve for UK businesses.
“Regular feedback from our member companies indicates they remain profitable and will continue to expand their China operations,” he says. “Given the current economic outlook in the US and Europe, this seems like a sound strategy.”
Copyright The Financial Times Limited 2008
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