The China Times

EU Chamber of Commerce Business Confidence Survey 2012

May 29, 2012

Despite strong growth optimism, regulatory concerns and rising costs are impacting upon European companies’ investment plans.

Download the PDF: English, Chinese.

Beijing, 29 May 2012 — China is becoming an increasingly important strategic market for European companies, but a significant proportion may shift investments away from China’s increasingly costly marketplace to other countries due to increased market pressures and missed opportunities caused by market access and regulatory barriers, according to the Business Confidence Survey 2012 released today by the European Union Chamber of Commerce in China and Roland Berger Strategy Consultants.

As the largest contributor to current global growth, China’s importance for European companies has increased to an unparalleled level. Revenue generated from Chinese operations now comprises more than 10% of worldwide revenue for half of the respondent companies, representing an increase of 50% from 2009, and 64%of European companies reported EBIT growth over the last year in China. With numerous indicators in the Survey pointing to a maturing marketplace, the top 3 areas in which private Chinese companies are perceived to be most competitive are pricing, marketing and sales and brand recognition, suggesting that competition is becoming fiercer in traditional business areas. However, state-owned companies are deemed most competitive in governmental relations, an area which is improving from an already strong base.

This maturing marketplace is, however, not mirrored by corresponding developments in the regulatory environment, which continues to be perceived as being discriminatory against foreign companies. Due to market access and regulatory barriers, 48% of European companies report missing out on business opportunities, with 64% of these estimating the value of these missed opportunities to represent 10-50% of revenue. 22% of respondents admitted that they are considering shifting investment from China to other markets.

Davide Cucino, President of the European Chamber commented, “We are happy to report that European companies are continuing to invest and create jobs in China, but the lack of reform of the regulatory environment is worrying and has a disproportionate impact on foreign business as well as on the domestic private sector. There are indications from this survey that as reform continues to stall and costs rise, a previously reliable stream of FDI may slow and planned investments may be shifted to other emerging markets.”

Waston Liu, Vice President of Roland Berger Strategy Consultants Asia, said, “European industry is facing increased competition in China from both international and domestic competitors. In particular, vast improvements have been seen from local competitors in brand recognition, marketing and sales capability, and product quality. In order for European companies to stay competitive in China, they need to seek to understand what local clients and consumers demand and continue to differentiate their products and services. To that end, this report is designed to help European businesses gain insights that support their strategic planning and tactical decision-making.”

The European Chamber Business Confidence Survey 2012 is again produced in partnership with Roland Berger Strategy Consultants and was compiled with the input from over 550 European companies operating in China.

For more information, please contact:

Effie Wu

Press Officer

European Union Chamber of Commerce inChina

Phone: +86 (0)10 6462 2066 – 22

Mobile: +86 134 8888 1345

E-mail: ewu@europeanchamber.com.cn

Website: www.europeanchamber.com.cn

新闻通稿
欧洲公司对中国增长保持乐观,但监管环境、成本上升将影响投资计划

北京,2012年5月29日 – 今天由中国欧盟商会和罗兰贝格管理咨询公司联合发布的《中国欧盟商会商业信心调查2012》显示,即便中国市场对于欧洲企业的战略地位愈发重要,由于日渐白热化的竞争以及市场准入和监管障碍导致的商机错失,相当一部分欧洲企业可能将投资从成本渐涨的中国市场转移至其他国家。

作为当前全球经济增长最大的贡献者,中国对于欧盟企业的重要意义已达到了前所未有的高度。超过半数参与问卷调查的企业反映,中国市场带来的收入已超过了企业全球总收入的10%,这一数据较之2009年增长了50%。另有64%的受访企业表示息税前利润在去年有所增长。本次《调查》发现,种种迹象表明中国市场正在走向成熟,产品定价、市场营销和品牌认知度是中国私营企业的三大竞争强项,,标志了传统业务领域竞争的日渐白热化。国有企业被认为在政府关系方面最有竞争力,而这个领域也是国有企业的传统强项。

然而,监管环境的进步并未能跟上市场发展的步伐,外资企业仍感觉受到了政策上的歧视对待。48%的受访欧洲企业认为,市场准入和监管障碍使他们错失了商机,这其中64%的公司认为,这些错失的商机价值占他们在中国收入的10%至50%;参与问卷调查的公司中,22%承认他们正在考虑将投资从中国转移至其他经济体。

中国欧盟商会主席大卫先生说道:“我们对在华欧洲企业进一步投资、继续创造就业岗位的情况表示欣慰,但是监管环境缺乏改革的现状令人担忧,严重影响外资企业和中国私营企业的运营。今年的《调查》中有数据表示,随着成本的上升和改革的停滞,以往稳定的FDI流动恐将放缓,而计划中的投资也可能被转移至其他新兴市场。”

罗兰贝格大中华区副总裁刘文波先生说:“在华欧洲企业面临着越来越多来自国内和国外的竞争。其中,中国本土企业在品牌、市场营销与销售能力和产品质量方面都有了很大的提高。为了在中国市场保持其竞争力,欧洲企业需要更好地了解当地客户和消费者的需求,并继续实行产品和服务的差异化。本《调查》旨在协助欧洲企业更好地理解市场,并引导他们的战略策划和决策制定。

《中国欧盟商会商业信心调查2012》再次由中国欧盟商会和罗兰贝格战略咨询有限公司合作推出。今年有超过550家会员企业参与了调查。

如需更多信息,请联系:

吴冕
中国欧盟商会新闻官
电话: +86 10 6462 2066 – 22
传真: +86 10 6462 2067
手机: +86 134 8888 1345
E-mail: ewu@euccc.com.cn
网址: www.europeanchamber.com.cn

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