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Interview
with Jonathan
Reuvid,
Consultant
Co-editor, Global Market Briefings Series
Doing Business with China
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Question
1: Jonathan, this is the fifth
edition of
your Global
Market Briefings Series "Doing Business in China". This is also
the third of these new updates that we have had the pleasure to review
at www.business-in-asia.com
and I must say I found the new edition which has just been issued in
late 2006
to be much easier to work with than your earlier editions while still
covering
subjects with respect to China in detail as your Doing Business with
China guide
does so well. Can you tell us a little about your new edition,
the changes
and how you feel you succeeded in improving what was already an
excellent guide?
Answer: Thank you for your
positive comment,
Chris. Other readers familiar with earlier editions have given us
similar
playback. The difference in approach for the revised fifth edition is
that we
decided to avoid 'reinventing the wheel' and to make best use of the
most
up-to-date publishing software that we could find to deliver the
product. In
terms of content we updated only those chapters in Parts 1 to 7 of the
book
where there had been significant changes in the regulatory regime and
business
regulations. In Part 8 we focused exclusively on updating selected key
industries: for the automotive industry, individual chapters on
automobiles,
trucks and buses and auto-components; for banking, both domestic and
foreign-invested banks; developments in the securities industry; steel
production and core minerals; and the oil and gas industry. The
enhanced IT
technology enabled us to deliver the new edition online, with all the
updated
chapters highlighted and flagged, either in PDF format or in hard
copy.
Question 2: Over
the last 20 years, the average annual rate of growth in China has been
10 per
cent or more. This year, GDP growth is up some by some reports
over 12
percent. Can China continue to grow the economy at this rate
throughout
the next decade and if so or if not, what does this change in growth
hold for
China, the region and the World?
Answer: I see no reason why
China should
not maintain a 10 per cent average annual rate of GDP growth for the
foreseeable
future. Of course, the task gets ever harder as the level of GDP in
absolute
numbers rises each year,
and much depends on how successful the government is in its quest to
stimulate
domestic consumer expenditure. China's GDP growth is certainly good for
the
ASEAN countries from which it draws much of its imports but the impact
on the
rest of the World is more debatable. For sure, U.S. and EU consumers
will
continue to enjoy the benefit of low cost clothing and other
consumables and
durables imported from China. No doubt U.S. and EU manufacturers will
increase
their efforts to hold back Chinese imports by persuading their
governments to
introduce protective tariffs and quotas or direct subsidies, but these
measures
are constrained by WTO rules and there are limits to the number
breaches that
the governments concerned are prepared to sanction. More positively, as
the
standard of living of Chinese consumers rises, opportunities for U.S.
and EU
manufacturers to export their premium products and innovative
technology to
China will grow while domestic demand may mop up some of China's export
production capacity.
Question 3: China
now produces 75 percent of the world's toys, 58 percent of the world's
clothes,
29% of the world's mobile phones plus countless other high percentage
numbers of
various products from low to even high tech. Chinese national and
business
leaders have now put the world on notice that it is not satisfied only
producing
lower technology products but also wants access to high technology and
plans to
compete worldwide in this sector. Is such speeches only words,
and if not
what are the implications for this new push for market share in high
tech
products for Japan, the EU and the U.S.?
Answer: China's progression
up the
manufacturing value chain was inevitable and the invasion is happening
already
in consumer durables such as personal computers, TVs and domestic
appliances. It
was recently announced that China now spends more annually on R&D
except for
the U.S., having pushed Japan into third place. Setting aside
neo-protectionist
measures, big business will no doubt react pragmatically, as it always
does, to
its own benefit. I foresee growing M&A activity involving Chinese
companies,
both as targets and predators. The process will be stimulated by the
arrival of
more and more Chinese company listings on U.S. and EU stock exchanges,
notably
in New York and London. The degree to which China will tolerate foreign
company
stakes in its key industries will be affected by the policies that the
U.S. and
the members of the EU adopt towards reciprocal investments from
China.
Question 4: Recently
the Chinese government announced new policies respecting pricing of
land for
industrial use that acted to nearly double the floor price of
industrial land
country-wide. Also, recently the government announced decisions
to stop
reimbursing lower tech industries for VAT refunds. Also, there
have been
discussions in the newspapers that the Central government will soon
abolish the
more favorable treatment given to foreign companies in terms of
exemption from
income tax during the initial years. Do these changes indicate a
decrease
in Chinese government hunger for FDI and how do you see these changes
affecting
new investment?
Answer: The significance of
FDI's role as
the engine of growth and source of international standards of product
quality
for modern China's economy may be fading, but I see these changes as a
positive
move, in line with WTO obligations, to level the playing field for
competitive
enterprises, whatever the source of funding. As to the 'price' of
industrial
land, for which only rights of use rather than freehold can be
acquired, this
move is mainly designed to curb over-investment in speculative
development.
Question 5: According
to a 2004 report from the United Nations Conference on Trade and
Development (UNCTAD),
China is now the fifth most likely country from which outgoing FDI is
expected
to come in the future after the United States, Germany, the UK and
France and
even now exceeds Japan in terms on expected new external
investment. Do
you see this change as significant? Will the investment only be
in raw
materials and energy or does it in fact indicate that China will be
more
aggressively engaged in all sectors in the world economy in the years
to come?
Answer: I have really
addressed this
question when answering your Q3. Whether China will pursue investment
as
aggressively in developed countries as it is now in Africa and
elsewhere for raw
materials and energy in the future is doubtful. The distinguishing
feature of
its current foreign investment drive is the absence of politically
correct
pre-conditions. How that disregard for conventions might translate into
investment in, say, the member states who joined the EU in 2004 is also
an
interesting question.
Question 6: Today,
economist widely expect China to overtake the United States as the
world's
largest exporter by 2010 and expect China's GDP to reach the US level
by 2020.
Both of these dates are not far off. Is the further rise of China
inevitable and is the eclipse of the U.S. really that imminent?
Answer: Of course, the
overtaking of
the U.S. by China in terms of absolute GDP is an emotive subject,
although I do
regard it as inevitable, by 2030 rather than 2020. However,
'eclipse'
gives the wrong impression. In terms of wealth, GDP per head in China
will still
have a long way to go before it catches up with the U.S. and other
leading
developed economies. Increasing Chinese prosperity will be good for the
rest of
the World in that it will drive up Chinese labor rates over time and
erode the
present gap in price competitiveness. At some point quite soon China
will have
to focus on raising productivity if it wants to maintain its
competitive
advantage long-term.
Question 7: In
the book in a series of chapters in Part two you review China's
compliance in
meeting its WTO commitments over the last four plus years. Many people
have
commented upon the continued problems with intellectual property
protection in
China. How do you view China's progress in this area and in the
many other
commitments it made when it entered the WTO?
Answer: Intellectual
property protection in
China remains a problem, for Chinese companies that are brand leaders
as well as
for Western companies. I doubt that this problem will be solved
quickly, however
vigorously the Chinese government tries to impose legal protection. It
seems
likely, as the tide of economic development moves West into the poorer
provinces, that local manufacturers will arise who set out to copy the
products
of successful companies established in the prosperous Eastern provinces
and to
undercut them on price. As to China's other WTO commitments, the record
is
generally good in terms of de-regulation. However, the protectionism in
foreign
trade
that has revived as the Doha Round ground to a halt is likely to be a
brake on
China's further elimination of trade barriers.
Question 8: As
China continues to grow and prosper and as the obligations in terms of
creating
a level playing field for competition improves, obviously the Chinese
market
becomes increasingly attractive for companies worldwide. Your book
covers many
aspects of this changing scene. In 2006, how difficult is it for
a foreign
company to market, distribute and compete on equal terms with Chinese
companies
for consumer dollars?
Answer: Market entry remains
difficult.
Chinese consumer are brand sensitive and have an awareness and
appreciation of
international brands. Pricing is the key issue although it is
surprising how
much Chinese families will pay to eat in Western-branded fast food
outlets in
the major cities. As always, successful entry depends on the quality of
Chinese
partners and 'going it alone' is not a realistic option. However, with
the
explosion of private business in China (now accounting for more than
75% of GDP)
and the new generation of entrepreneurs, there is a wider choice of
partner. The
chapters in our book offering advice on the selection of and
negotiation with
Chinese partners remain relevant.
Question 9: In
Part 8 of the new edition, you cover a wide range of sectors in the
economy in
special sections. These include automobiles, automotive
components, banks,
computer technology, energy, insurance, advertising, retailing,
telecommunications, travel and tourism and many more. When you
compiled
the new edition, what sectors stood out to you as offering the most
improvement
in conditions looking toward rapid growth?
Answer: Undoubtedly, the
liberation of
service industries and the relaxation of controls on foreign investment
in them
offer the most exciting opportunities. The recent announcement that the
consumer
credit market will shortly open up improves prospects for stimulating
household
expenditure. Already, the home improvements market has taken off and I
expect
that we shall soon see the emergence of a used car market and branded
automotive
service centers.
Question 10: Will
there be a sixth edition of Doing Business in China next year? Also,
what other
projects are you working on at the moment and what other books out
there on
China that have come out recently would you recommend to our readers
interested
in business and the economy in China?
Answer: With our new IT
platform and the
technology described earlier, we shall embark on a new series of more
frequent
updates online early in 2007. We are planning to deliver revised
editions at
regular intervals. Rather than purchase a single edition readers will
be able to
subscribe for the ongoing revisions. Full details will be available
soon. An
added bonus is that the more frequent updates will also enable us to
exchange
views more frequently - to which I look forward.
I shall be starting work in the New Year on a new series of
entrepreneurs guides
to developing business in the three key emerging markets of
China, India
and Russia. The new books will supplement the existing titles in the
Global Market Briefings Series and will focus on managing the practical
issues
that arise in the business environment rather than regulatory detail.
They will
include case studies of successes and failures and will hopefully be of
interest
to you readers as well as ours.
Doing Business
with China (revised 5th edition) is published by GMB Publishing.
RRP is
$413.00. For further information about this and other
publications, please
visit www.globalmarketbriefings.com
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About
the
Inverviewer:
Christopher W.
Runckel, a former senior US diplomat who served in many counties in
Asia, is a graduate of the University of Oregon and Lewis and Clark Law
School. He served as Deputy General Counsel of President Gerald Ford’s
Presidential Clemency Board. Mr. Runckel is the principal and founder
of Runckel & Associates, a Portland, Oregon based consulting
company that assists businesses expand business opportunities in Asia.
(www.business-in-asia.com)
Until April of 1999, Mr. Runckel was
Minister-Counselor of the US Embassy in Beijing, China. Mr. Runckel
lived and worked in Thailand for over six years. He was the first
permanently assigned U.S. diplomat to return to Vietnam after the
Vietnam War. In 1997, he was awarded the U.S. Department of States
highest award for service, the Distinguished Honor Award, for his
contribution to improving U.S.-Vietnam relations. Mr. Runckel is one of
only two non-Ambassadors to receive this award in the 200-year history
of the U.S. diplomatic service.
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