Since the mid-1990s, the global top 500 have
gradually made their way into China. The phenomenon of so
many world-class transnational companies investing in one
country has rarely occurred in world economic history.
Insiders have made the following analysis of these
companies' investment strategy in China:
Industrial distribution: Projects funded by the
global top 500 in China involve oil, chemical, electronic,
machinery, meters and instruments, computer,
telecommunication equipment, household electrical
appliances, transport facilities, medicine, food, beverage
and light industries, as well as real estate, information
and consulting service, logistics management, banking and
insurance, import and export trade, catering, recreation and
other service sectors.
Location: More than 90 percent of the projects
funded by the global top 500 are located in coastal
provinces and cities such as Shanghai, Guangdong, Beijing,
Jiangsu, Tianjin, Liaoning and Shandong, and more than 80
percent of the knowledge-intensive projects funded by the
global top 500 involved in banking, insurance, management
consulting and accounting sectors are situated in Beijing,
Shanghai, Guangdong and Tianjin.
Ranking: Electronic and
electrical industries come first in terms of the number of
projects funded by the global top 500, followed by auto,
motorcycle and auto parts industries, chemical industry,
food, edible oil and beverage processing, metallurgical and
hardware industries, banking, insurance and leasing
companies, textile and clothing industries, oil,
petrochemical and light industries, import and export trade
and warehousing in bonded zones, and machine-building and
telecommunication equipment manufacturing. Enterprises
funded by companies in the list of the global top 500 play a
significant role in sectors featuring an economy of scale
and a distinct trend of economic globalization, such as the
auto industry. Categories of
investment strategy:
--Low-cost strategy. Companies of this
category strive to lower their production costs by taking
advantage of a scale economy, accumulated experiences,
optimized design, ideal location and the timing of market
access. P&G of the United States, for instance, has
developed localized products catering to the tastes of
Chinese consumers, which helps the company meet its low-cost
expansion strategy in China.
--Variation strategy. Enterprises adopting this
strategy attract consumers to their high-priced products by
offering unique and name-brand products accompanied with
special services. The Shandong Matsushita TV Co. funded by
the Japanese Matsushita Electric Industries has developed
high-definition digital television suited to the Chinese
market. Despite its high price, the product has snatched an
increasing market share in China.
--Systemization strategy.
Companies pursuing this strategy have expanded their
investment from a single project to a product series or an
industrial system. Siemens, of Germany, for instance, has
established jointly and exclusively funded enterprises, an
R&D center, trading companies, and management and
training centers in China. In addition, it has set up a
holding company and regional headquarters to assist, serve,
coordinate and manage its enterprises in the country. This
has further systemized its investment
procedures.
--Merging strategy. Foreign investors seek to
enter China's market by purchasing or merging with Chinese
enterprises. This practice, requiring Iow costs and limited
time, helps the merged businesses to expand quickly and
enables the investors to swiftly occupy a potential market,
share the partners' resources, develop an economy of scale,
lower operational costs and enhance their capacity to guard
against risks. An example is the Kodak Co. of the United
States, which has succeeded in purchasing China's sensitive
materials enterprises. --Localization
strategy. Given the growing market force and regional and
comparative advantages of China, the global top 500 have
endeavored to localize the production of components and
parts, as well as design, R&D and the use of human resources.
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