Category: Commercial development

CHINA’S BEER MARKET

Last week, temperatures went up to 35° in Shanghai and Guangzhou, and reached 40° in Beijing… Summer and its dog days are back in China! For more and more Chinese, it is time to enjoy a cool beer, beer that comes as a huge opportunity for European breweries: imported beers are increasingly popular among Chinese consumers, and 75% of these beers are European. This month, we will then explore the characteristics of this expanding market where European companies enjoy such a reputation’s advantage.

The first worldwide market for beers

Twice the size of the American market, five times that of Germany (the biggest consumers of beers in Europe), the Chinese beer market reached 45,7 billion liters in 2017. Beer is the first alcoholic beverage consumed by Chinese (in terms of volume), making up 75% of the whole consumption (below figure). This market has been growing fast over the last years and is now in maturation: volumes decrease but the value remains at the same level. In other words, there is a premiumization of the beer market in China. This trend is all the more advantageous for European breweries as their products are premium on the Chinese market (high quality beers).

Source: SME Center

The millenials seeking for premium products

The reason for this phenomenon lies within the profile of the Chinese consumers, and the market segmentation induced. Like many consumer goods, the millennials are the driving consuming force today in China: young, urban, with increasing incomes and a sharp eye for the quality and services offered by brands (cf VVR’s June article). In the beer market, which can be divided in three sub-sections: mass consumed beers, leisure beers and craft beers (EU SME Centre classification), these young consumers are increasingly turning to leisure beers and craft beers, which happen to be both mostly imported beers.

Mass consumption beers: manufactured locally

The largest subsector, mass consumed beers are today declining in sales (a 3% decrease over the last three years).  Most of these beers are domestically produced. They have a low alcohol rate (3%) and are very cheap (1euro per liter). They are consumed by all type of consumers, mainly to go with Chinese-style dinner.

The European beers are leisure beers. They are mainly consumed in first and second-tier cities

European beers are mostly part of the second subsector: the leisure beers. These leisure beers are mostly sold in bottles (330ml, 500ml, using original packaging, rarely available on kegs). Almost all of them are from foreign brands, produced either abroad or in China. In all cases, their price is much higher than the mass consumed beers’ one: 13 euros per liter in bars. Thus, they are consumed by urban high-income Chinese, in bars or at home, alone or with snacks. While this type of beer is mostly found in first and second tiers cities, the fast adoption of e-commerce by Chinese consumers rends sales available in the rest of China possible as well. No specific type of beer, nor specific brands are dominating this market. In fact, it is rather characterized by a strong diversity in the offer, in terms of tastes and brands. Chinese consumers seem to be liken this diversity and show interest for… innovation.

13 European countries among the Top 20 countries exporting beers to China

This market is expanding fast (38% growth rate in 2017) and is therefore a huge opportunity for European breweries whose products correspond to the demand. Thus, more and more of them are entering China now, and the volume of importations has had a double-digit growth for the last 5 years. All in all, in ten years, importations were multiplied by 22. Particularly successful countries are Germany, United States, Belgium, the Netherlands and Portugal, the 5 largest exporters of beers to China in 2017. No less than 13 European countries are also among the 20 largest exporters.

Draft beers: a closed market

The last category is craft beer. Either locally produced or imported (in the latter case, they shall be counted as part of the importations figures mentioned above), these beers are very expensive (13,4euros the liter in bars). Craft beers are commonly consumed alone or to go with Western-style meals, by young, urban consumers with high-income. It was almost impossible to find any craft beers 10 years ago. Because of their relative newness, we mostly find them in first tier cities, and they develop fast in second tier cities. Like for the leisure beers, there is no preference for a type of beer neither even if blondes do get the upper hand. Meanwhile, the number of actors on this market is by contrast very restrained, with only a few foreign breweries. This is explained by the Chinese regulation which only allows for breweries with big production capacity. Thus, microbreweries can only either outsource part of their production, or sell their beer to an actor already present on the market, such as AB InBev who is largely dominating the market.

Regulation

When it comes to leisure beers, regulations do not seem to be a major obstacle for importation. Like any food and beverage, one need to satisfy the customs (CIQ), the food safety regulations, as well as the regulations on labelling of pre-packaged food (2011) and pre-packaged alcoholic drinks (2005).

In short

Because there is no need for changing one’s packaging, the cost of entry for leisure beers stands relatively low compared to the high potential profit this market can yield today. European business should enjoy this golden opportunity given on them by the reputation of European beers among the Chinese millennials. Yet, one should bear in mind the high level of competition that is characteristic of the Chinese market for any consumer good: to stand out of the crowd, it is thus important to have a quality product, and a solid marketing strategy. The Anufood China, an exhibition on Food and Beverages is happening next November in Beijing. It might be an interesting first step, in order to investigate one’s potential competitors as well as potential partners, two must-do when one prepares their entry on the Chinese market.

By Manon Bellon

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HOW CAN A COMPANY ADAPT TO THE NEW CONSUMPTION HABITS IN CHINA?

Two stories about tea and dairy products

The conclusions of the governmental report that was released in May at the E-commerce Convention in Beijing came as no surprise: e-commerce transactions grew by 11,7% in 2017.

Several facts were as well underlined in this report: the outstanding development of the cross-border e-commerce (+120% in cross-border imports), the fact that online platforms and offline industries are increasingly integrated through the use of big data technologies, and the dramatic changes in consumption habits such as the use of mobile payment which increased by 44%. In other words, e-commerce is today one of the main distribution channels for consumption goods, when it is not the most important one.

This article thus explores how companies, especially in traditional sector (tea and dairy products), adapt to this new (online) normal. Their stories are not only inspiring for tea and dairy products’ companies, they are also characteristic of an essential asset companies must display on the Chinese market: the faculty to adapt.

Tea for the millenials

Tea is to China what wine is to France or beer to Germany, a part of their culture. Now is the time when the “Grands crus” arrive on the market, and some of them can reach several thousands of euros for a kilo of tea leaves (the price is determined by the region where the tea leaves are grown). Yet, tea is less and less affectionate by young Chinese. Besides, it is a challenge for the consumers to recognize a good tea from the taste, and even a bigger challenge to recognize it from the packaging, when buying one’s tea in supermarkets. Contrary to wine, price is not a reliable indicator of quality.

Recently, several tech companies saw an opportunity and came up with innovative business models in order to tackle these challenges: Xiaomi introduced Xiao Guan Tea, NetEase came up with Yanxuan, and Penguin Guide also launched their own tea brand. These undertakings seem at first daring as none of them had previous experience in the tea business where it does matter. Yet, Xiaoguan’s 700 millions yuan sales in 2017 indicates otherwise.

Indeed, these tech companies used their technology and innovative sales methods and adapted them in the tea market. They thus managed to improve and modernize the consumer’s experience, a decisive feature in a brand’s success say all the recent consumers studies in China. For instance, selling on e-commerce platforms gave them a reach to the post-90s consumers, and it simplified the purchasing act for the consumers.  Reaching the post-90s is primordial in nowadays market as they become the driving force of the consumption market (McKinsey survey 2017). These consumers are now looking for high quality unique and traceable products, as well as to a lesser extent, other generations of consumers.

XiaoGuan also used the authority of height “tea masters” for marketing, which provided the brand with an image of know-how, guaranteed quality and uniqueness. The fact that the founder of the brand is himself originating from a traditional growing area surely helped: it brought a feeling of tradition, and a deal of personal history to XiaoGuan’s products.

The opening of offline shops completed this innovative strategy. Decorated by the Apple stores’ designers, these shops are the offline side (consumer’s unique experience) of the online sales (easy purchasing process).

All in all, in adapting their products to the new consumption loci and in developing a branding strategy, these tech companies could enter a traditionally rather close market with success.

Improve your knowledge of your consumers, personalize the consumers’ experience

Certain actors, already since long on their market, are also starting to use big data, such as Mengniu, one of the leaders in dairy products for around one century in China.  For Mengniu’s CEO, Jeffrey, Minfang LU, artificial intelligence is a tool for companies to use to improve their organization and their service to consumers (McKinsey interview, 2017). It is all the more necessary that digitalization of the commerce in China also creates several challenges for big traditional companies. Indeed, in the dairy products’ case, Chinese increasingly buy online and opt for home delivery. Consequently, they buy more often and in smaller quantities. They are thus more often choosing a product in a market that is also having a wider offer, and dairy products’ companies need to convince them more often, and through a different media for what it matters.

A national company such as Mengniu counts more than 20millions of “active” consumers, meaning that these consumers share voluntarily information about their preferences and their consumption habits on e-commerce platforms and social networks. For Jeffrey LU, these data are a goldmine to know how to improve their products and marketing. Yet, the company’s current resources are insufficient to treat all these data. One solution that was found is to cooperate with e-commerce platforms who already collect and analyze these data. For instance, Mengniu has a project with Alibaba to analyze their supply chain and determine where to produce, and how to improve their transportation network to gain in efficiency. Mengniu’s teams also analyze consumers’ data in order to design more personalized products, which the consumers are now looking for.

Lastly, market digitalization is not only an opportunity for companies to gather more data about their consumers, it also opens a new communication channel where they can rather directly reach these consumers. Chinese consumers want healthier products with a better traceability, information that a firm like Mengniu can easily provide as it disposes of data on all their farms and even on their cows. Thanks to nowadays data technologies, Mengniu has the capacity of taking up an informative role towards their consumers, not only providing them with information on the products, but also on the nutritional values of dairy products. Jeffrey LU also sees an opportunity to build a story around their milk: “We are not just a milk manufacturer telling you what we can do; we want to be part of your life.” as he says.

Hence, these two stories illustrate the trends of the markets, and the changing expectations from consumers, whatever the sector, and how companies can deal with that. The tea companies showed innovative capacity and put in place a new business model that seems successful in a market in needs of modernity. Regarding the dairy products industry, Mengniu managed to take advantage of their great pool of data to answer requirements from the consumers in terms of better information, personalized products and service. Exploiting these data is also useful in order to improve the supply chain of the company. In many instances in China today, it is all about building a story with the consumer.

By Manon Bellon

Credits : Photography by 魏徐亮 Wei Xuliang

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2018 CHINESE PHARMACEUTIC SECTOR AT A GLANCE

China’s 1.4 billion-large population is getting richer and older, creating one of the potentially most profitable market for pharmaceuticals, an industry where Western companies’ R&D has still no Chinese equivalent. In 2016, China becomes the second largest market worldwide for medicines, with a market worth 110 billion USD. Yet, this market is still not mature in many aspects, which causes foreign brands to face many entry barriers and other issues.

In 2020, 18% of the Chinese population will be over 65 years

Life expectancy in China is 78 for women and 75 for men, with around 15% of the Chinese population being over 65 (against 10% in France) and 1.8% over 80 (2017). Forecasts for 2020 are that 18% of the Chinese population will be over 65, and 6.5% over 80. In 2035, Chinese median age should also be higher than the French median age.

Urbanization, sedentarization and enrichment of the middle class

Besides these favorable demographic data, changes in Chinese society also seem to pave the way for pharmaceutical sales. The rising middle class not only has a stronger purchasing power, but they are also living in cities, changing their eating habits and lifestyle. Consequently, today Chinese main health issues, just like the developed countries’ ones, lie in chronic diseases. In 2016, 26% of deaths were due to cancer, 22.1% to cardio-vascular diseases, 20.4% to cerebral-vascular diseases, and 12% to respiratory diseases. Likewise, diabetes prevalence increased to one Chinese in ten, and is still increasing. China also faces infectious diseases like AIDS, tuberculosis, hepatitis, mainly in its Western, poorer regions and the Chinese government is offering substantial funds to help tackle them. Regarding its Eastern part, internationally connected hubs are increasingly concerned with new epidemics risks. Finally, China is chronically short of medicines for rare diseases, pediatrics and infant diseases, market niches for European pharmaceutical laboratories.

79% of medicines are delivered under prescription

Two third of medicines sold in China are chemical, and 13% of them are using biotechnology, mostly bio-similar ones. 79% of Chinese medicines are prescription drugs, thus making doctors the priority target of laboratories’ promotional activities. Most of the prescribed drugs are generics, a sector where local competition is particularly high and low-cost.

Imported medicines are consequently mainly patented drugs.

In the last few years, the Chinese governments and local laboratories have been encouraging the setting of partnerships with Western well-known laboratories in order to develop new drugs.

Major players on the pharmaceutical market are large companies as well as SMEs, foreign companies (for patented drugs) and domestic ones (for generics). The three largest domestic players are Sinopharm, Shanghai Pharma, and Jointown Pharmaceutical Group. Only this latter is a private company and they all benefit from close relationship with hospitals, the main sales point for medicines.

Chinese legal environment in pharmaceuticals is ambiguous and often changing.

A health reform has been under way since 2009. It aims among others at expanding reimbursement of health expenses, thus opening lower-tier cities markets to Western, more costly medicines. Yet, the procedure to added on the list of reimbursed drugs is obscure and favorize de facto domestically produced drugs since it exerts a downward pressure on prices.

China also opened its market to foreign investments in certain health sectors. Besides, similarly to what is seen in the food sector, the government stepped up their inspection procedures to control for the authenticity, quality of drugs, as well as to fight against corruption in hospitals (cf GSK scandal).

Thus, the pharmaceutical sector comes with many opportunities for European companies, provided they find the right way to enter the Chinese market and the right local partners to stay on this market. Indeed, accessing this market is not an easy task as customs duties are high and distribution channels are extremely fragmented, varying across Chinese provinces. One might need up to 6 intermediaries to sell their medicine in certain regions. Consequently, imported drugs loose in competition, as they are substantially more expensive than local drugs.

Registering a new drug in China, and understanding the legislation frame for promotional and sales activities are other serious challenges one can hardly undertake alone. Indeed, these legislations meld in old legislations, temporary measures and new laws together. Besides, if there is a trend towards reinforcing the legislator framework, there is also a trend towards favoring domestic manufactured products, as the government wishes to establish “national champions”, in the bio-similar technology domain for instance. Thus, foreign companies sometimes face differentiated or discriminatory treatment from local authorities.

Another challenge is the downward pressure caused by the increase in the number of reimbursed drugs.

Lastly, intellectual property rights protection is still weak or inadequate. As a matter of fact, 17 000 applications for the registration of foreign drugs were left untreated in 2016, which renders complex the planning for the safe launch of a new drug on the Chinese market. Despites the government’s increased efforts, counterfeit drugs remain a lingering issue on the Chinese market.

Demand is growing, and the local offer can not satisfy it

Nonetheless, international companies are looking into the Chinese market and they have good reasons for that. Not only consumers are numerous, but they also ask for better quality healthcare: it appears from a 2014 survey that they are the nationality who care the most for their health, when compared with Brazilians, Russians, Indians, Americans, Europeans and Japanese. Thus, vitamins and food complements’ sales are said to double by 2020 (compared to 2014 sales). This is all the more interesting for European companies since Western drugs are enjoying a good reputation in Chinese consumers’ views, representing security and quality. Moreover, despite the economic slowdown, Chinese are increasingly solvable thanks to the universal medical insurance and the development of private insurances.

Although Chinese workers’ qualifications level improved and large investments are put into research, Chinese laboratories are still lacking R&D capacity. This explains the recent pushes, some of them successful, for partnerships with Western laboratories.

Pharmaceutical companies’ network

In order to overcome the many obstacles seen above, institutional support is precious. Thus, Business France and Biomérieux founded the “French Health Alliance” (Club Santé Chine) which gathers large groups, SMEs, hospitals and the French Embassy, in order to gain visibility on the Chinese market but also to share information. This alliance has four working groups on: hospital design and management, ageing and aged-link dependency, chronic diseases and infectious diseases. Recently, Shanghai received a delegation from Les Pays de la Loire and composed of many pharmaceutical companies, several of them specialized in biotechnology.

Innovation is another strength for the health sector in China

Health applications of Artificial Intelligence is yet another land of opportunities for European businesses. Part of the National Strategy for Development of AI, it is also the targets of recent investments made by Baidu, Tencent and Alibaba, and is the topic of many articles in the Chinese media, sign that it is a priority of the country.

Other distribution channels to satisfy the demand

Lastly, e-commerce constitutes a specific area of potential development for OTC drugs (except from injections) as consumers increasingly use this sales channel for buying drugs too. A 2017 survey found that Internet is a primary source of information when patients look for medical explanation. Thus, not only can SMEs increase their visibility by using this sale channel, but it is also a necessary platform of advertising for any pharmaceutical company, provided publications are bear an informative value.

By Manon Bellon

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CHINA AND SMART ENERGY

Smart energy solutions must be discussed when one tries to understand the current Chinese economic environment. In three of our publications already, we described Chinese engagements in electric cars, green buildings and renewable energies, and we showed the challenges that the Chinese authorities faced to fulfill these commitments.

In this April article, we offer you a critical synthesis of different reports by the National Reform and Development Council of China (NRDC), the World Bank, the US Trade Ministry and other global players. Indeed, we noticed that all these reports coincide in three points: China needs to develop an efficient management system for its energy distribution and consumption, AI technologies can be of some help (see VVR’s article from last month), and whatever happens in China will most probably be of global importance in the domain of energy.

China, a global leader in reducing carbon emissions?

With the Paris Agreement, China definitely took a leading role in the fight against carbon emissions. This strategic choice in terms of international relations, was also dictated by its internal situation, namely the alarming atmospheric pollution rate. China is thus becoming a laboratory of the energetic transition for developing countries: indeed, in 2016, coal was still amounting for 62.6% of China’s energy mix (US Trade Ministry). Besides, Chinese energetic challenges are typical of developing countries: a fast-speed urbanization rate and the development of rural zones, both increasing the country’s needs in energy. These latter increased by 6.6% in 2017, compared to 5% the year before (Global Energy Statistical Yearbook). Overall, China’s energy consumption could increase by 40% on the next 15 years (World Resources Institute).

An unefficient electric grid

Large Chinese investments have been announced in renewable energies, but worldwide analysts agree on the assessment that nowadays Chinese production in renewable energies is overly wasted because it is not connected to the country’s grid. This grid is a monopoly of two State-Owned enterprises, so it is hardly accessible to foreign businesses. Nonetheless, it is interesting to know that the State Grid Corporation, responsible for 80% of the national distribution system, has published large investments targets in smart meters (they plan to install 280 million of them by 2022) as well as automatization and distribution systems (investments worth USD 7billion by 2020).

Source : International Finance Corporation (World Bank)

Building, work in progress

Thus, green building is a priority of the 13th Five-Year Plan; in theory, half of the new constructions should be “certified” green. However, higher costs and delay in getting the certifications often deter private promoters for engaging in green building. As such, the clients looking for smart grid technologies are often the local authorities: the China Daily reported that 290 cities already launched a smart city project, amounting to 95% of the provincial capitals. These projects are likely to have a global impact: Kuala Lumpur already showed some interests in the Hangzhou’s City Brain (a project launched together with Alibaba and Foxconn). Some nuance needs to be done here: most of the projects we read about are located on the East coast, and especially in Shanghai, Zhejiang, and Jiangsu, as these provinces dispose of the suitable development and urbanization state for such projects as well as financial resources.

70% of the energy in China is going to the buildings today, 60% of which (around USD 100 billion) is wasted because of outdated or broken equipment (China Economic Review). And it just happens that 70% of carbon emissions come from cities, one third of them from the electricity consumed by buildings (NRDC).

The International Finance Corporation (World Bank) identified green buildings as the sector that will receive the most investment by 2030 in China: an amount estimated at USD 12.9 trillion.

All in all, to solve the gap between electricity offer and demand in China, the central government, local authorities, and State-Owned enterprises all turn to smart grid and other smart energy solutions. Both public and private actors in China seek to attract innovative start-ups around events such as Arup’s forum on green building (Shanghai, April 2 and 3) and the Smart Energy China Fair (focusing on IoT) and the Energy Storage China Fair (both in Tianjin, on September 19, 20 and 21). The first one claim to be the locus of discussion on public policies in Shanghai while the other two invite government officials to speak at conferences.

Which place for European companies?

Able to produce equipment at low costs, China is now looking for smart energy and smart grid technologies, which often come from the West. Some American start-ups are thus already present on the market.

Some challenges to the entry of foreign businesses in this sector should be pointed out. Firstly, there is an overall preference for local actors. One reason for that might be the fact that energy is strategic for any country’s government. Secondly, also due to national security concerns, Chinese authorities increasingly require that the data processed in big data technologies should not leave the Chinese territories, obliging foreign businesses to develop facilities in China. Solutions exist to these challenges, one of them is to find a Chinese partner. Lastly, another obstacle might be the lack of unification in urban policy, making this environment complex for a foreign actor not acquainted with the Chinese system to understand. Besides, policies are not always implemented. For instance, the objective to reduce carbon emissions as a part of China’s GDP by 40 to 45% between 2005 and 2020 had to be lowered. In China, terms such as “green” or “environmental” are mostly political or used for communication purpose, and they rarely fit with the European definitions.

Owning innovative technologies, European and French are fit for the Chinese smart energy market. During the Smart Mobility Forum which happened in Marseilles last February, French businesses showed their dynamism and innovative spirit in the domain of smart energy (although the focus of the forum was mostly transportation). Besides, France already stepped in the Chinese market: in 2016, EDF launched a smart energy project with Changfeng Energy for the city of Sanya, to reduce the carbon emissions of this town.

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ON THE CHINESE ROAD TO ARTIFICIAL INTELLIGENCE

Much has already been written on China’s plan to become an Artificial Intelligence (AI)’s world leader by 2030. These two trendy words also appear almost daily in the Chinese media and political communication. Thus, based on the analysis of governmental plan and the reading of the relevant press, this article seeks to depict today’s actual picture of AI in China; leaving aside announcement effects and articles looking for a mediatic buzz on a topic that both fascinates and worries.

What exactly do these plans contain? How do they impact Chinese society and economy? And which opportunities for foreign – particularly French – companies can be identified today?

At the Barcelona World Mobile Congress this year, Huawei was showing the world the first car entirely driven by a smartphone, using AI. This smartphone, issued last fall, was qualified as the first smartphone truly using AI. Besides the world reactions to the announcement that a smartphone effectively drove a car on ten meters and avoiding all obstacles on the road, it is interesting to note that China has today become unavoidable in discussing the advancements of AI technologies in the world. As such, Huawei was the first company to appear in a news story broadcasted by a European channel about the World Mobile Congress.

Become a major worldwide leader in AI in 2030

In the last past years, China issued several plans to structure its transition from the world workshop to the world laboratory. Innovation is a central part to the three following plans: Made in China 2025 (2015), Internet + (2015), and the 13th Five-Year Plan (2015) and is further developed in last July’s National Strategy for the development of AI.

The official target is to become a major world player in AI by 2030, with two middle-steps in 2020 and 2025. Eluding the numerous political and strategic objectives, we here explore the economic ones mentioned in the strategy. Indeed, this paper puts forward the figure of a 150M CNY (19,2M EUR) direct contribution to the Chinese economy by 2020 and of 1bn CNY (128M EUR) by 2030. The audit cabinet PwC were more optimist about these figures, forecasting a global contribution of AI to the world economy as large as 16bn USD (13bn EUR) by 2030 with half of it for the Chinese economy.

Privileged sectors for AI applications mentioned in the strategy and in the overall Chinese political communication are production, urban planning, agriculture, renewable energies, robotics, intelligent cars, medical care and national defense. However, the concrete encouraging mechanisms are still not known.

How much AI and which kind of AI is used in nowadays China? We seek here to understand where potentials for further development lie in China; knowing whether China or the US is leading the AI race is a topic for another discussion.

Governmental political and financial support

According to the global media reports and analysis, Chinese assets are: a supportive government in terms of financing and legislation (data protection is almost absent in the Chinese law as it is practiced), wide data resources thanks to a large, diverse and connected population, and scientific talents (20% of the world’s currently trained scientists in AI are Chinese). An interesting feature is that China is apparently better placed thanks to its talent in research on translation and language, due to the complexity of the Chinese language.

Proactive big players

In terms of data, China disposes of its own produced data (thanks to Baidu, Alibaba and Tencent, also called BAT). These data are sufficiently numerous and available thanks to a non-fragmented environment. Indeed, the pervasive application Wechat now counts more than 800 millions of accounts and is used by Chinese people to chat, but also to pay, localize themselves, rent taxis, bikes, order foods… Half of the Chinese smartphones are also equipped with online payment (see VVR article on this topic) and many observers comment on the general Chinese affection for connected objects. All in all, owning these data is a decisive asset nowadays as AI is merely a sophisticated calculating tool which improves through the processing of huge number of data. In other words, data are AI’s food. However, some scientists say they are today able to develop AI systems using simulated data. This would thus reduce in the long-run the advantage of American and Chinese groups who dispose of large sets of data.

China also owns strong calculus systems

Baidu’s image recognition is now more reliable than Google’s (by 0.3%) and Huawei’s last smartphone is equipped with microchips made in China. Yet, Chinese vocal recognition is still not as efficient as the American one; large investments are spent on it.

Investments

Capital is indeed the last trump in that game, and Chinese hand is full of it. BAT all recently made public their development roadmaps for AI. Baidu is investing 3bn EUR in image recognition, augmented reality, and deep learning while Alibaba announced the opening of 8 research centers for AI and quantum computing, an investment worth 15 bn USD (12,7 bn EUR). Baidu is also engaging in the development of self-driving car and made public in that context their will to put their data in opensource, contrary to American uses.

On the governmental side, Beijing made public their intention to invest in universities, incubators, and start-ups for an amount up to 150bn CNY (19,15bn EUR) with the objective of developping Chinese AI systems. More specifically, they announced beginning of this year the creation of a professional park dedicated to AI (focusing on big data, biometric identification and deep-learning) located in Beijing and gathering some 400 companies, an investment worth 13,8bn CNY (1,8bn EUR).

What about foreign companies in China?

Reading these facts, it appears that China is increasingly competitive in AI and intelligent technologies. Nevertheless, opportunities for foreign and French businesses also arise from this evolution: available investments, possibility to come to China, soon available trained manpower, efficient Chinese AI technologies and large data sets if these data are indeed put in opensource. Foreign and French businesses could also play an intermediary role between Chinese products and European business in that sector as The Economist describes the difficulty for Chinese AI to export itself. The coming China International Import Export Exhibition might thus be an interesting opportunity as an entire hall will be dedicated to high-end technology and intelligent equipment. It will take place in November 2018.

To sum up:

The various governmental publications lead us to expect a rise in the already abundant public and private investments for AI. The target of these investments are the development of AI technology and its applications in the following sectors: production, urban planning, agriculture, renewable energies, robotics, intelligent cars, medical care, and national defense. France made known its will to cooperate with China specifically in AI and according to the rhetoric used in governmental publications, China doesn’t wish to restrain this domain to its national businesses. Today, we can mostly assess Beijing favorable policies for the coming of foreign talents. Besides, research centers announced by private and public actors are not operating yet. Therefore, immediate opportunities for foreign and French businesses mainly lie in the needs that Chinese companies might have in terms of AI, or on the contrary, in the technologies that these companies might have developed.

By Manon Bellon

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THE CHINESE EMBARGO ON FRENCH BEEF WILL BE LIFTED WITHIN 6 MONTHS

Chinese people are getting ready for the dog’s year, French President Macron offered a horse to his Chinese counterpart, yet another Chinese sign is drawing the attention of French exporters to China: the beef. During his official visit, Emmanuel Macron announced the total lift of the Chinese embargo on bovine meat “within six months”. The Beijinger wrote that this decision was welcomed by the F&B industry in China as well as all the meat lovers.

Origin (and end?) of the embargo

In 2001 while Europe was facing the crazy cow outbreak, China decided to shut its market to all European beef importers, then American, as a protection measure. In March 2017, the Chinese market slightly opened itself to French beefs: only deboned meats coming from beefs under 30 years old could be imported in China. Eventually, Emmanuel Macron announced a total lift of the embargo during his visit to China in early 2018, in a speech punctuated with some sentences in Cantonese, much appreciated from the Chinese audience.

An expanding market

This decision comes at the right moment. Many studies emphasize the current evolution in the habits of the 1.4 billion Chinese consumers, especially regarding the consumption of meat. As a result, the market is booming (it was multiplied by 10 between 2010 and 2015) while the French beef market is decreasing by 5% per year. Pork meat still makes the bulk of Chinese meat consumption, accounting for 60% of it. Yet, beef consumption is increasingly growing mainly because of the growth of the middle-class: in 2016, a Chinese would eat on average 4 kilos of beef when it was only 3 kilos in 2005, according to OECD figures. For comparison only, French consumption of beef is four times higher than the Chinese one.

The meat market is all the more attractive for exports that prices have been quadrupled in 15 years (3.5 euros per kilo today). Chinese growing middle class is now looking for quality. Thus, according to a note from the Dutch bank Rabobank, they tend to prefer to import meats despites the price.

Opening of the Chinese food sector to importations

If the Chinese food market used to be difficult to access, this situation changed since the 13th Five-Year Plan (2016–2020). Indeed, the Chinese government officially opened China to the international food markets to ensure its food security. Today, China is a net importer of food with a deficit of 34 billion euros in 2015, according to Chinese custody. Every year 1.7 million tons of meat are imported to China, accounting for 20% of total food imports, as a result of the Chinese thirst for imported products in this domain. Food is also the third-largest sector for French exports to China, although meat only accounts for 9% of all exports. As China is about to become the largest importer of beef worldwide, before the United States, meat’s share in French exports to China is expected to increase in the future Franco-Chinese trade balance.

A high level of foreign and local competition

This decision is following the lift of the embargo on American beef last June. In Europe, France is the third country benefiting from it, after Ireland and the Netherlands. The lift regarding French beef was actually decided on March the 3rd. 2017 but it was in a stalemate because of Chinese health requirements.

For the 150,000 French farmers raising beef (a sector worth 6.6 billion euros), the lift is a real opportunity, yet not a given one. Indeed, about 90% of the Chinese beef market is owned today by Australian, Brazilian and Uruguayan importers, and Chinese beef cattle is about 10% of the world cattle, five times more important than the French one.

Yet, unique French assets

French exporters are expecting about 50,000 tons of beef to be exported at first, which would amount to one fifth of all nowadays French beef exports. The market targeted in China is the high quality and high standing food market, but there is also an opportunity in the sale of unwanted meat pieces in France, such as beef tails, a piece mostly appreciated in China. In the 6 months needed for the lift to be effective, France has the opportunity to promote its French beef for its quality (sanitary traceability), for its specific cattle breed, or as a part of the French art de vivre.

Will poultry be next on the list? Discussions are still undergoing for a lift of the embargo that was imposed by China in 2015 following a bird flu outbreak.

To sum up

The beef market in China has been multiplied by 10 between 2010 and 2015, and still increasing. Both consumption and prices are on the rise in China, due to a growing middle-class. On this market, Chinese people particularly prize imported beef. Within 6 months from January 2018 on, it will be possible to export French beef in China.

By Manon Bellon

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“SINGLE DAY” IN CHINA

New sales record for Chinese giant Alibaba

Alibaba hit a new sales record on November 11th, 2017 or Singles’ day. The Chinese e-commerce giant reported that sales during what has become over the last decade the world’s biggest shopping day amounted to $25.3 billion, a 40 percent jump compared to the same period last year. Additionally, the retailer set a record $18 billion in just 13 hours on Saturday, eclipsing last year’s record of $17.8 billion in 24 hours. Sales from the Chinese e-commerce’s one-day holiday are nearly double those from Black Friday and Cyber Monday in the U.S. combined.

Just like U.S. versions of shopping holidays, Alibaba offered discounts on 15 million products from 140,000 brands. To celebrate the kickoff of this event, Alibaba founder Jack Ma held a gala at the Shanghai Mercedes Arena, with celebrities like Pharell Williams, Nicole Kidman, and Jessie J in attendance. On stage, a countdown was running on a huge screen, where a billion dollars in revenue from Tmall (B2C) and Taobao (C2C), Alibaba’s platforms, was reached within two minutes. The show was aired on both Alibaba’s video service and on three Chinese TV networks, and was covered by hundreds of Chinese and foreign journalists.

A waning interest

Singles’ Day was created at China’s Nanjing University in 1993 by four friends as a version of Valentine’s Day for people without romantic partners. The college students came up with the idea of celebrating singles on November 11th (11.11) because all four digits for this day are the lonesome “1”. At first, only men partook in the festivities, whereas now both sexes do. The first Singles’ Day sale was organized in 2009 by launching a massive marketing push and offering special “Double 11” deals.

But if Singles Day’ may be the most important timing to achieve annual revenue goal for retail companies, interest seems to be already waning in the country after just eight Single Days. According to the Chinese marketing data technology firm Admaster, only 65 percent of interviewees said they would attend the festival in 2017, compared to 84 percent in 2015. These figures highlight changing consumption trends among middle-class shoppers. If Singles’ Day is renowned for the deep discounts offered by retailers, more and more Chinese are looking for better quality products and services. And for that, they are willing to pay.

JD.com is now taking advantage of this trend. This direct online sales company, Alibaba’s main competitor in the domestic market, has a major advantage: better logistics management. Alibaba’s platforms put sellers in direct contact with customers, while JD.com works more like an online supermarket. The company buys products, stores them in its own warehouses and delivers them through an army of delivery men, who also provide customer support. Its “Double 11” lasts 11days, from November 1 to 11, allowing for more flexible operations.

More international brands

Facing this competition, Alibaba wants to lure more international brands onto its platforms, combating Taobao’s bad reputation for offering counterfeit products. It seems to be paying off. According to Alibaba, out of 100,000 retailers who attended Singles’Day last year, 10,000 were foreigners. This year, out of 140,000 sellers, 60,000 came from abroad, 250 of which were French.

Alibaba is also trying to be more innovative. This year, the giant retailer used an online-to-offline strategy to streamline sales between its e-commerce platforms and the merchants with bricks-and-mortar stores selling on them. For example, Alibaba took the Pokemon Go augmented reality game idea and applied it to Tmall, but with cats (Catch the Tmall cats). Chinese consumers were then able to find discount coupons in different stores, such as the French cosmetics brand L’Occitane. L’Oréal set up an interactive mirror at its Shanghai store where shoppers could try on virtual makeup using augmented reality and then order products on a touch screen linked to an Alibaba platform.

But the blockbuster sales of Singles’ Day create an enormous amount of waste. According to Greenpeace, the manufacturing, packaging and shipping linked to the event produced 258,000 tons of carbon dioxide emissions last year. It would take about 2.6 billion trees to absorb it all. This year’s online shopping frenzy is about to leave an even larger carbon footprint, warned the environmental activist group.

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THE ACQUISITION OF CHINESE SMES IS GETTING POPULAR AMONGST FRENCH COMPANIES

VVR International’s CEO Camille Verchery speaks for Classe Export

Since 2013, a susbstantial number of French firms of a certain size have been willing to acquire Chinese SMEs or ISEs (Intermediate-Sized Enterprises), whose turnover is between 5 and 50 million Euros. This trend is creating a basis of a true bilateral evolution of the market. On the one hand, French managers are now understanding the limits of Joint-Ventures and WOFEs (Wholly Owned Foreign Enterprises). On the other hand, Chinese SME entrepreneurs are questioning their management approaches, which were based, until now, on the perspective of a promising future. From the 1990s to the 2000s, Chinese State companies, which became collective, encouraged their managers to be richer by becoming the owners of their own factories. The results turned out to be quite disastrous. In the next decade, managers gave their employees the opportunity to benefit from shares in their companies, or to split profits. But from 2010 to 2015, profit redistribution remained quite opaque.

Today, Chinese SMEs promise additional compensation for to stock exchange valuations reaching 5 to 10 times turnover, which is becoming unreachable. This is due to their company size itself, but also due to employees’ lack of tech-savvy knowledge and management ability. The only solution these companies have is to play the globalization game and accept to be re-acquired by international firms. But the international firms must face their own challenges (i.e. identifying these SMEs or ISEs, and persuading them to collaborate). This is the mission of VVR International/BNP PARIBAS TRADE DEVELOPMENT.

Download here the full version of this article in French.

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Last 4th April 2023, on the occasion of the SNITEM Start-up day, Irénée Robin, founder and partner of VVR Medical, expert of Chinese health market, was with the MEDICALLIANS experts from UK - Germany - France - USA - Middle East, to present the development opportunities in the main international health markets. During a workshop...

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RENEWABLE ENERGIES

China bites off more than it can chew

When it comes to renewable energies, China seems to be insatiable.

In a decade, the country has become the world leader in renewable energy production, surpassing the United States last year, according to the latest BP Statistical Review of World Energy. China is currently contributing about 40 percent of the global growth (more than the entire OECD), providing the main source of world growth in hydro and nuclear power. In 2015, China has become the world’s largest investor in renewable energy, spending a total of $103 billion and currently account for 36 percent of the world total according to the United Nations Environment Program’s annual report on global trends in renewable energy.

In order to meet 20 percent of China’s needs by 2030, China wants to invest about three times more (around $370 billion) in solar, wind, hydro and nuclear power generation by 2020, creating 13 million jobs in the sector, announced the National Energy Administration (NEA). China added 35 gigawatts on new solar generation in 2016 alone, which is almost equal to Germany’s total capacity. Every hour, China erects another wind turbine and installs enough solar panels to cover a soccer field, according to Greenpeace Beijing. And if it complies to the 13th Five Year Plan, by 2020, China is expected to install 340 GW of hydropower, 200 GW of wind, 120 GW of solar power, as well as 58 GW of nuclear capacity and 15 GW of biomass. The country has, thus, become a major manufacturer and exporter of renewable energy technology, supplying about two thirds of the world’s solar panels and producing nearly half of the worlds’ wind turbines.

Too much clean energy wasted

This commitment aims to reduce the role of coal, China being the largest emitter of carbon dioxide in the world, and to ease the severe air pollution that kills an estimated 1.1 to 1.6 million of its people every year. However, the country needs to overcome important issues to no longer rely on imported fossil fuels.

China is, in fact, is finding difficult to use all its new electricity, to the point the National Energy Administration (NEA) has to ask the local authorities in six Chinese provinces to stop authorizing the construction of wind turbines on their territory. In 2016, China’s wind curtailment rate – which means that wind energy that could have been generated and used but wasn’t – reached 17%, i.e. more than double what it was two years before. Meanwhile China’s solar curtailment rose by 50% in 2015 and 2016. This is a serious challenge for China. A considerable amount of clean energy that should be replacing coal-generated power is wasted.

A more flexible grid

One can justify this trend by the fact that currently wind turbines are mostly installed and connected to the grid in the sparsely populated northwestern provinces in China. And because of a lack of transmission lines, diffusing this energy to the highly-populated coastal areas is problematic. But it does not explain it all. For the NEA, China’s electricity grid needs to be more flexible for the power grid to operate properly. The amount of electricity that is supplied must perfectly match the load on the system. Improving flexibility would help the grid to manage the variable renewable energy due to different wind speeds or sunlight levels for instance.

It is crucial to identify new uses for the renewable energy produced in China’s northern provinces as well. One promising approach would be to use wind energy to help fulfill the region’s extensive heating needs. The NEA encourages natural gas production and pumped hydro storage as an ancillary service and cleaner and more efficient substitute to coal-fired powered plants. In addition, the NEA supports the creation of direct markets for renewable energy. Renewable energy generators would then be empowered to sell electricity directly to those who need it. That would provide an additional outlet for their electricity if the grid cannot take it all.

Image credits: Michal Strba

Commercial success in China: Know Your Consumers

Commercial success in China: Know Your Consumers The Chinese market may seem vast, but it is far from homogeneous. So while there are real opportunities for many business sectors, it is essential to study the structure of this market and its dynamics in advance. Indeed, if you want to do business in China for the...

Strategies for standing out in the ultra-competitive Chinese market

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Journey to the Heart of China’s Major Business Cities

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CHINA’S AMBITIONS FOR A NEW SILK ROAD

Restoring the Silk Road. On May 14th and 15th, China held its first international forum devoted to the One Belt, One Road (OBOR) project, bringing together some 100 country representatives in Beijing. Launched by Chinese President Xi Jingping in late 2013, the initiative aims to revive the ancient Silk Road, a huge network of land and sea trade channels used by China to connect with Europe, the Middle East and Africa via Central and Southeast Asia. China, the second – biggest world economic power, wants to further develop commercial activities and relations between Eurasia and Africa through the construction or modernization of energy and transport infrastructure.

A Far-Reaching Project

The initiative is titanic, including within its scope more than 68 countries with 4.4 billion inhabitants and around 40% of the world’s GDP. Nearly USD 1 trillion of investment has already been pledged by development banks such as the Asian Infrastructure Investment Bank (AIIB), to finance roads, rail, energy and port projects, including a railway linking London to East China, and a string of sea ports connecting Southeast Asia to North Africa. China, for its part, made available USD 40 billion of initial capital through its “Silk Road Fund”, to which should be added a supplement of about USD 15 billion, as announced by President Xi at the Summit.

Geopolitical and Economic Risks

In addition to outlines yet to be defined and benefits yet to be determined, the initiative also presents risks. According to a report published on April, 10th 2017 by the Chinese Academy of Social Sciences (CASS) and the rating agency “China Bond Rating”, the development of OBOR could be notably influenced by geopolitical events. Indeed, disturbances linked to terrorism, corruption and independence movements along the trade corridors constitute risks for OBOR. Furthermore, the implementation of the initiative depends on the application of good governance practices in the countries where OBOR infrastructure is being constructed. CASS experts are also concerned that protectionist trends in the United States and Europe will affect other parts of the world and weaken the whole project.

In its report of January 2017, the rating agency Fitch warned of risks in the financing of OBOR projects for Chinese banks. In addition, while acknowledging that these investments will improve and modernize infrastructure in the various Asian countries involved in OBOR through China’s technical funding and expertise, Fitch had doubts about the ability of Chinese enterprises to adapt and operate in the countries concerned. To reduce these risks, Fitch advocated greater EU involvement in the initiative to reassure the international community of the business logic of OBOR projects.

Jean-Pierre Raffarin, former Prime Minister and representative of France at the OBOR Forum in Beijing, along with several other notable experts, will discuss these issues regarding the Belt and Road initiative on June 12th, 2017, from 8:30 am to 10:30 am, at the MEDEF premises (Main employers’ organization in France) in Paris.

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Strategies for standing out in the ultra-competitive Chinese market

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