Affärer i Kina
- Praktiska Tips Och Råd -
Jens Wernborg
Chef Exportrådet Södra Kina
jens.wernborg@swedishtrade.se
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MITT MÅL: ATT BÖRJA FYLLA EN VERKTYGSLÅDA MED PRAKTISKA TIPS OCH RÅD GÄLLANDE…..
Att exportera till Kina &
Kina som marknad
Att importera från Kina
Att etablera sig i Kina
Att komma igång
Checklistor, information och handledningar
Nätverk
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VÅRA VERKTYG OCH VÅRT KUNNANDE KOMMER FRÅN ATT VI ARBETAR MED DESSA FRÅGOR VARJE DAG
• Under de senaste två åren har vi hjälpt till att genomföra:
– Över 30 etableringar av fabriker och trading bolag – Över 20 etableringar av inköps och försäljningskontor
– Över 135 rekryteringar av lokal personal (både svenskar och Kineser) – ….samt många många försäljnings- och inköpsresor till Kina
• Idag:
– Över 50 personer som arbetar på Exportrådet i Kina – Vi hanterar ekonomin åt över 25 svenska företag i Kina
– Vi sköter löneadministration och skattefrågor åt över 50 Kineser som arbetar åt svenska företag i Kina
Jag har jobbat i Södra Kina sedan 1998
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Att exportera till Kina &
Kina som marknad
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KINA VÄXER OCH VÄXER OCH BLIR RIKARE OCH RIKARE Olika ”Kina” Ger Olika Möjligheter - Tillväxt från olika nivåer
• Inköp och tillverkning…
• Direkt export &
Försäljning!
Utveckling = Möjligheter
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DEN KINESISKA KONSUMENTEN KONSUMRAR….MER OCH MER
Plan to buy in the next two years
Among those living in the big three cities (Beijing, Guangzhou, and
Shanghai; App: 40 Million inhabitants)
Among those making 30,000 RMB or more a year
TV (regular or flat screen) 27 percent 34 percent
Refrigerator 21 percent 24 percent
Air conditioner 23 percent 26 percent
Microwave Owen 17 percent 23 percent
Stereo System 20 percent 23 percent
DVD/VCD player 18 percent 16 percent
Mobile Phone 34 percent 15 percent
Computer 28 percent 31 percent
Digital Camera 29 percent 29 percent
Automobile 13 percent 16 percent
Hur man ska läsa detta: 13% av 40.000.000 kommer att köpa en bil
= 5.2 million bilar (på två år) - mätt endast i 3 stora städer
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KINA KAN OCH VILL TA GIGANTISKA TEKNOLOGISKA KLIV FRAMÅT
Start Vår utveckling under de senaste 100 åren
Start Kinas utveckling under se senaste 20 åren
Vi ska vara med och sälja vårt kunnande!!!
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VAD KAN MAN EXPORTERA TILL KINA?
”High Tech” Konsument
produkter
Tjänster ”Bra” råvaror
Maskiner / tillbehör Nisch produkter är bra…
Finns det några genvägar till Export?
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MÅNGA DRAR SIG FÖR ATT GÖRA AFFÄRER I KINA….
?
?
?
?
?
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DET BEHÖVER INTE VARA SÅ SVÅRT – BÖRJA – SÅ KOMMER FÖRSTÅELSEN OCH AFFÄRERNA
?
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!
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!
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MEN FINNS DET NÅGRA GENVÄGAR…..?
Dina befintliga kunder är
Din första exportmöjlighet till Kina Ditt första steg ”in i” Kina
Men se till att Du säljer till dem innan någon annan gör det!
Häng på dem!
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TANKAR ATT LÄGGA VERKTYGSLÅDAN
• Risker och problem
– Arbetar för långsamt -> tappar kunder till andra företag
– Tar inte reda på vad marknaden egentligen vill ha
• Anpassar inte erbjudandet efter marknaden – Fattar beslut på för lite information
– Undersöker inte eventuella barriärer
– Ger bort marknaden till en ”lokal Kinesisk partner”
• Skyddar inte sitt material – Provar inte…
Att exportera till Kina &
Kina som marknad
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Att importera från Kina
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ATT JOBBA MED INKÖP I KINA ÄR SOM ATT VASKA GULD - Det finns en massa grus…
... så det gäller att hitta guldklimparna
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INFORMATION OM FÖRETAGEN I KINA
• Företags information – UC?
– Kreditupplysningar?
– Certifikat? -> Vem har utfärdat det? -> Fråga den som utvärderat det -> ….. Gå hela vägen..
• Skaffa Dig Din egen uppfattning
– Besök fabriken Æ Gör inte affärer på ”postorder”
– Träffa ägaren
– Begär in referenser
• Viktigt: Behåll kontakten med företaget under processen Æ Gå inte på ”semester”
• Finns det skurkar?
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INFORMATION FRÅN FÖRETAGEN I KINA
Regel 1: Om man kan svara ”ja” och få affären svarar man ”ja”,
…..eventuella problem löser man sedan
Regel 2: Om Du inte har frågat om ”det” så är ”det” Ditt problem
Se upp med svar typ 1A : ”Yes, we can do, no problem”
Så var noga med vad Du frågar om….
…. och var misstänksam - för $$$$ styr
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HUR VI UTVÄRDERAR EN LEVERANTÖR
- Bra Information Att Begära In
- Gör en lista på det DU vill veta - Visa att DU kan
1 & 2 Guangzhou XXXX Co., Ltd. YYY Processing Co., Ltd.
Company Address Webpage Contact Person Title Telephone Mobile Fax Email Number of Staff Year of Establishment Factory Area Ownership Product Line Brand Name Used Turnover Export Percentage Exporting Countries OEM
Import & Export Right
Certification Acquired
Material Provided
Remarks
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ARBETA SYSTEMATISKT
• Contacts
>30
12-15
Branch- organizations
Trade Fairs
Interviews Databases
Potential Manufacturers
2 9
Past experience
Produktion = Inköp
Förbered er noga!!
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En etablering i Kina
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VAD KRÄVS VID EN ETABLERING?
Var?
+ -
När?
+ -
Hur?
+ -
• Hemläxa och förarbete
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SE TILL ATT HELA DITT FÖRERAG ÄR MED I PROCESSEN
• Etableringen måste köras från start till slut och gör helst inga stopp om det inte krävs stopp
• Håll uppe farten
• Var beredd på att det kommer att ta extra tid
• Är det något eller någon som inte är bra…. Byt ut innan det är för sent
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Checklistor, information och
handledningar
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MARKNADSINFORMATION OCH HANDLEDNINGAR FÖR EXPORT
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THERE ARE AROUND 67 CAR MANUFACTURING PLANTS IN CHINA - FAW and SAIC produce the most
56,000 130,000 49,000 Chang’an Auto
Chang’an Ford (Volvo) Suzuki
Buses, Light Trucks, Cars Chongqing Jiangbei#1
Chongqing Bei Xin #2 Chongqing Yu Dong #3 Chang’an
267,000 160,000 387,000 85,000 General Motors
Volkswagen Volkswagen/GM Chery
Cars, Buses, Light Trucks Liuzhou #1,Shanghai #2
Shanghai I,II,III,IV #3-6 Yantai #7 SAIC
28,000 16,000 185,000 Beijing Jeep
Beijing Futian Beijing Hyundai Cars, Light Trucks, Buses BDA #1 Beijing #2
Futian #3 Tianzu #4 (10 plants altogether) BAIC
57,000 15,000 95,000 42,000 102,000 Nissan,Renault
Honda PSANissan Yudea-Kia Trucks, Buses, Cars Huadu #1
Wantong #2 Wuhan #3 Xiangfan #4 Yancheng #5 DFM
340,000 12,000 62,000 8,000 31,000 10,000 91,000 124,000 FAW car, Fengyue,
Volkswagen, Audi Hainan Motor FAW Huatai Toyota Tianjin Huali Toyota Tianjin Xiali Cars, Buses, Heavy &
Light Trucks Changchun #1
Changchun II #2 Haikou #3 Rongcheng #4 Tianjin Tanggu #5 Tianjin Lilou #6 Tianjin Mazhuang #7 Tianjin Zhong bei #8 etc FAW
Models and focus Production volume Plant
(Around 67 in total) Manufacturer
Source: Magazine Automobil Produktion, China Daily, www.globalautoindex.com, Corporate websites
The 5 largest OEM car manufacturers in China
Bilindustrin
4China Airports at A Glance
• Total airports: 190 airports, about 20 that handle international flights
• Biggest international airports:
– Beijing Capital Airport – Shanghai Pudong Airport – Guangzhou Baiyun Airport
• Steady growth of traffic flow in recent years. It is predicted to continue a two-digit growth before 2010.
• The total traffic flow of international passengers in 2005 reached 30 million, with a growth of 14.1%
Flyg och infrastruktur
32Distributors Distributors
Hospitals Hospitals
BOTH DIRECT SALES AND THROUGH DISTRIBUTORS IS PREVALENT
Private clinics / hospitals and pharmacies Private clinics / hospitals and
pharmacies
Medical device manufacturer Medical device manufacturer
D ire ct s al es to h os pi ta ls (s m al l v al ue )
According to the rules, every procurement over 100,000Yuan(US&12, 345) should be public bidding. The Health government/hospital authorize a third party bidding company to execute public biddings in order to secure lower prices.
Public procurement: Private procurement:
D irec t sa les
Peoples’ Liberation Army Hospitals Peoples’ Liberation
Army Hospitals
General Logistics Department of Peoples’ Liberation Army
Distributors
D irec t sa les
Source: STC Analysis, Interviews
PLA procurement:
Sjuk och hälsovård
1.Nuläge
62.Varför?
4.Vem?
5.Vart?
6.Hur?
3.Vad?
7.När?
8.Affärsplan
Steps to Export – ”Exportstegen”
”Företagsprofil”
Affärsidé och vision SWOT-analys på företaget
Produkt / Marknads / Kundmatris - P/M/K-matris Exempel på exportmotiv Grundmotiv Lista över era exportmotiv Exempel på ”exportstyrkor”
Slutkund Samarbetspartner Andra intressenter
Vad styr marknadsval?
Marknadsprioritering Preliminärt marknadsval Marknadscheck /Marknadsundersökning
Val av etableringsform
”Partnerkrav”
Representantsökning Att utveckla representantnätet
Intern kravanalys Etableringskalkyl Handlings- och tidplan
Identifiera framgångsfaktorer på befintliga marknader EFN analys
SWOT-analyser på produkter och tjänster Analysera fram möjliga nya erbjudanden
Affärsplan export Uppföljning!
Expansion Fortsättning?
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HANDLEDNINGAR FÖR IMPORT
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IN ORDER TO SUCCESSFULLY PRODUCE IN CHINA ITS IMPORTANT THAT ALL SEVEN MAIN COMPONENTS ARE IN PLACE
Production plan for China Products, volumes and values
appropriate for China.
Production plan for China Products, volumes and values
appropriate for China.
Production agreements and Payment Terms With cancellation, penalty clauses etc checked by a Swedish lawyer & bank Production agreements and Payment Terms
With cancellation, penalty clauses etc checked by a Swedish lawyer & bank
List of production companies To start discussions with provided by STC,
ensure that you have a back-up supplier List of production companies To start discussions with provided by STC,
ensure that you have a back-up supplier
Internal routines for follow-up from Sweden When production is in place to check of delays
or substandard quality Internal routines for follow-up from Sweden When production is in place to check of delays
or substandard quality
Internal routines for inspections in China of goods and factories at a regular interval and
to check CSR* questions Internal routines for inspections in China of goods and factories at a regular interval and
to check CSR* questions Constant dialogue and follow up between the Swedish and Chinese companies
and updates of routines and agreements are essential for successful sourcing
On site discussions with prod. companies Check factory facilities, working conditions (CSR*),
agree on quality measurements, etc.
On site discussions with prod. companies Check factory facilities, working conditions (CSR*),
agree on quality measurements, etc.
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* CSR = Corporate Social Responsibility
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¾What have others done?
¾What policies can be developed to reasonable costs?
¾On what basis will your company set its engagement?
¾Compliance with Chinese laws.
¾Respect of universal principles.
¾Strategic CSR – going beyond compliance.
¾Build on your company’s existing culture, values and own corporate success stories.
CORPORATE SOCIAL RESPONSIBILITY (CSR) IS ABOUT WORKING TOWARDS A BETTER SOCIETY WHILE AT THE SAME TIME IMPROVING BUSINESS PERFORMANCE
A simple idea
CSR is the inclusion of social and environmental aspects in a company’s operations.
Benefits
CSR can give you a positive reputation with customers, and a highly motivated staff with increased productivity as well as other benefits.
The control function you implement when working with CSR will also improve the overall quality of your products.
It can furthermore help you minimize risks related to brand- name, investment, operational risks, etc.
Quick fixes do not help
If a manufacturer is not acting in a responsible way, directly changing to another does not improve matters.
First steps towards working with CSR
Be very clear about your policy and your requirements.
Put pressure on your partners.
Follow up continually in a way that secure your company’s code of conduct.
- Four steps in implementing CSR -
Identify and formulate your company’s general business principles and values
Detect CSR business risks and opportunities in your market and business area
Define your strategy
¾Four levels of implementation will bring you closer to the goal
¾Code of conduct, Engage with stakeholders, Share experience, and Cooperate with professionals Take action!
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IN ORDER FOR THE PROJECT TO BE SUCCESSFUL YOU NEED TO PROVIDE US WITH SOME BASIC DATA FOR THE COMPONENTS YOU WANT TO SOURCE IN CHINA
• Subcomponents
(please provide one information set per sub component) –
– – –
• Level of difficulty to produce in your opinion – Easy / Medium /Difficult
• Volume to be sourced in China – Year 1:
– Year 2::
Photo
Page 1 of 3 Component name / Sub component name:
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FOR EACH (SUB)COMPONENT PLEASE DESCRIBE THE PROPERTIES OR CRITICAL AREAS FOR THE CHINESE COMPANY NEEDS TO BE ABLE TO HANDLE
Critical issues (production related) Specifications
(material etc)
Component name / Sub component name:
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Main tasks to carry out during an establishment
Based on a number of key issues / key questions the following tasks are derrived
Step 1 Done?
Evaluation of industry zones.
Study of 5-10 zones
Pre-visit by STC to 4-5 different zones Meetings with the zones and Swedish company Strategic recommendations in regards to the zone to select Negotiations with the zone(s) in question
Double check of information given by the zones in regards to tax Prepare: Feasibility Study Report
Prepare: Article of Associations (First Draft) Prepare: Applications and Board of Resolutions
Step 2 Done?
Hand in: Registration of the legal proper name of the company Translating legal documents into Chinese
Hand in: Article of Associations Hand in: Feasibility Study Report Decide on the board of directors
Sign leasing agreement for production premises Power of Attorney for company owners Appointment letter for directors of new company Populate the board
Obtain approvals, licenses, certificates from the local government, authorities and departments concerned
Local Peoples’ Government Approval Certificate Business license
Company code
Official stamps signatures in Local Public Security Bureau Registration in Local Foreign Currency Control Bureau.
Opening company account in both USD and CNY Tax registration in local tax authorities Finding a good tax agent
Customs registration in the local Customs House Company entity registration in the local Finance Bureau Verification of registered capital
Registration Certificate from Guangzhou, Shenzhen or Dongguan Statistics Bureau (or the city of choice)
Registration in the local Labour Bureau.
Arrange documents enabling Swedish staff to enter and reside in China.
Step 3 Done?
Supervising the construction/renovation for the new premises Recruiting key personnel
Mapping and scanning of potential suppliers
Employment issues to ensure that social welfare benefits and taxes are paid according to Chinese law
Logistic and financial arrangements for the import of machinery and start-up materials
Administrative and financial assistance Repatriation of profits
Accounting assistance until the end of the first fiscal year
Potential issues to consider when establishing a factory in China
Based on our expereince, it is important to have the following potential issues in mind when establishing a factory in China OK?
Have you done an environmental impact report?
Have you taken into account the costs you have now when asking for the business license so that you can get the money back before taxing them?
How will you handle the import and the customs (and then telling him about this Swedish company that had a factory up and running but no import license
Check for electricity 24 / 7 Check for environmental issues Check for import rights / set import rights Arrange for repatriation of profits from the company
Arrange for payback of initial costs (please find a nicer word for this) Check for land use rights
Check the rental agreement for XXXX
Check rental agreement is same in English and Chinese Check the background of the landlord
Check the feasibility study for XXXX Suppliers???
Local authorities??
Other potential show stoppers??
Quality??
CHECKLISTOR FÖR ETABLERINGAR
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PURCHASING ORGANIZATION IN CHINA – OPTION TWO - Hong Kong company option
Hong Kong China
Sweden
HK Ltd Rep Office [Se Co]
AB
Ownership from Sweden
Extension of the HK company Purchasing from HK
company Quality control
Purchasing staff
Sales from HK Co.
to Swedish Co.
Payment from HK
Swedish Manager
