CHINA Archives

22/04/2013by EOS Intelligence EOS Intelligence No Comments

Can ‘Made In China’ Become a Desirable Label in the Luxury World?

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If you type ‘Chinese luxury’ in your search engine, you are very likely to get a plethora of information on China being a hot spot for Western-produced luxury goods, as the demand for luxury is strong and continues to grow. What you are unlikely to find amongst your top searches, is information about recognized and valued China-originated luxury brands. Is this likely to change any time soon?

Over the next 5-7 years, China is expected to move up to become the second largest luxury market in the world, after Japan. Luxury market growth in China is forecast at a healthy 10-15% during 2013, driven by aspirational consumers whose financial position is rapidly improving and who originate from a cultural background where image, social stand, and respect from others are important values. The concept of luxury falls well within Asian cultural context, as luxury goods are a great tool to wordlessly manifest one’s high stand in the society.

Budding Chinese Brands

For several years now, China has been an attractive market for European luxury products, but it is yet to build its own set of valued, recognized luxury brands that can figure alongside the likes of Hermes or Louis Vuitton. While there seems to be some activity on this front, with some truly Chinese brands struggling to up their game and attempting to compete in the luxury market, the question is whether they are capable of succeeding.

Undoubtedly, there are some established high-end labels that have originated from Hong Kong and China, including Shanghai Tang, Ne-Tiger, Longio, Ascot Chang, Qeelin, Shang Xia, or Mary Ching. But for now they are known and appreciated mostly locally, and even in their domestic market, they lag behind the Western luxury brands. Chinese consumers are instinctively patriotic, so those Chinese luxury brands that are able to build associations with status statement are likely to win domestic consumers over period of time. But will these brands become as relevant and influential internationally as the brands in the LVMH portfolio?

Two Great Challenges

The first challenge for aspiring Chinese luxury houses is to develop great quality brands that will represent superior materials, flawless craftsmanship, unique and relevant designs, consistent quality management, and luxury-level service. This might be relatively easy to do, with proliferation of young creative Asian designers, who often gain their experience abroad. With several high-end and luxury European brands having some parts of production located in China, the know-how and skill set is already being transferred. In some regions, e.g. Southern China, manufacturing is shedding its image of low-cost, mass-produced, low-quality manufacturing center.

The second challenge is to change consumer attitudes, both domestically as well as internationally. Fighting the ‘made in China’ image requires revamping consumer perceptions, which oftentimes, once built, are very difficult to alter. For years, China has been associated almost exclusively as the source of cheap, substandard, unoriginal, and mass products. Even in China itself, while the attitudes towards Chinese-made apparel in mid range segment have improved, domestic high-end brands have not gained good recognition and acceptance, and many domestic luxury customers still prefer well known European brands. Local brands simply cannot provide the status that Chinese luxury shoppers look for. At least not yet.

The negative connotations are particularly strong in Western markets, where it will take a very long time before consumers are ready to accept a ‘made in China’ luxury brand. A European aficionado of luxury couture brands such as Louis Vuitton, Hermes, Gucci, Chanel, or Prada is unlikely to be open to trying luxury products originating from China, a land known for counterfeit goods, bad quality and cheap equivalents available for the masses.

Regardless of the geography, majority of purchases of luxury brands are driven by the desire to conspicuously communicate the belonging to the high, rich, and exclusive sphere in the society, and LV or Hermes logo communicates it in a matter of seconds. Purchasing a piece with a logo that is not instantly recognized by others appears pointless and contrary to the very essence of luxury logo display. This is also true (though to somewhat lower extent) for far more sophisticated, mature, and less conspicuous consumption-oriented European luxury consumer, who also value great quality in luxury products (and Chinese-made products are known for lack of it).

Fighting the Stigma

There are some industry voices cheerfully claiming that today ‘made in China’ is perceived differently than 10 years ago, but it appears more of a wishful thinking. As of now, many Chinese brands still need to exhibit some European connection to get through to the luxury customer both in domestic and foreign markets. This might be a finishing touch added to the product in Europe or internationally-recognized celebrity endorsement (e.g. Angelina Jolie ‘being a fan’ of Shanghai Tang luxury brand). But this is far too little to break the stigma of the Chinese label.

Interestingly, some brands opted for a different approach to nurturing their brand culture. Instead of piggybacking the European luxury heritage, they are trying to highlight Chinese roots, rich tradition of great quality going way back to pre ‘made in China’ era as we know it. This might be a good way for brands to start building on, and execute very careful moves when creating brand based on the Chinese ancient heritage when expanding in foreign markets.

It still remains a long term perspective to see Chinese luxury brands becoming as influential as Prada, Gucci, LV, and other big names in the luxury arena. For the time being, most brands are likely to opt for associating their products with European luxury as a less risky way to win customer base. Only a handful of visionary Chinese brands will be able to put long term brand building ahead of short term gains.

It is worth keeping an eye on Chinese luxury brands, striving hard to win market presence internationally, but their path to success will be long and rocky.

08/04/2013by EOS Intelligence EOS Intelligence No Comments

Venezuela – Evolution After the Revolution?!

It has been a month since Hugo Chavez passed away, losing a two-year long battle against cancer. With snap elections on 14 April, both Venezuelans and the rest of the world eagerly await the outcome – an outcome that might drive Venezuela deeper into a state of socialism or towards the path of market-oriented economic development.

Whatever the result of the election, perhaps the most pertinent question is how Chavez’s demise has impacted the future of Venezuela’s oil economy? What good has the largest proven oil reserves in the world (297.57 billion barrels) brought Venezuela in terms of inclusive human and economic development?

Let us retrace our steps to 1998. The global oil industry was in a big mess, with prices at an all time low of (less than $10 per barrel), driven by oversupply of oil by OPEC member countries, which were unwilling to comply with production and export quotas. Things, however, took a turn for the better when in February 1999 Hugo Chavez came into power in Venezuela. Now at the helm of affairs of one of the world’s largest oil producing nations, it became important for Mr. Chavez to revive the oil sector, which was to become the driving force behind his socialist policies. In his own charismatic manner, Hugo Chavez convinced the OPEC members to lower production, thus driving-up oil prices (to a price of $25-28 per barrel).

Further, driven by his ambition to bring about a socialist revolution in Venezuela, a new Hydrocarbons law was passed in 2001, to bring all oil production and distribution activities in Venezuela under the purview of the government. The law proposed a minimum 51% state ownership of PDVSA, the national oil company, and an increase in royalties paid by foreign corporations from 16.6% to 30%.

Under Chavez, Venezuela also shifted its focus from the US, to forge closer alliance with Russia, China, Nicaragua, Cuba and Iran by signing preferential oil deals. These deals, however, put additional economic pressure on PDVSA, and in turn the Venezuelan economy, with 43% of the company’s crude and oil products sales not being paid directly in cash, resulting in shelving of some of the company’s investment plans.

Oil-sector reforms were carried out under a veil of socialist change and reform. While the pro-socialist policies of Hugo Chavez remain popular among the Venezuelan masses, they have resulted in a lack of talent and investment, causing the Venezuelan oil industry to decline. According to Morgan Stanley reports, Venezuela’s oil production declined by 25% during the Chavez era (1998-2013).

While the socialist regime under Chavez is said to have brought about a sense of income equality amongst Venezuelans, the cost of this equality has left the country in an economically dilapidated state. Huge deficits and high inflation have lead to significant devaluation of its currency (30% to the US Dollar in February 2013).

The state of the economy hinges purely on the outcome of the elections, with Nicolas Maduro, the acting president and the hand-picked successor of Chavez, and Henrique Capriles, the governor of Miranda State, vying to be the next president.

Nicolas Maduro, who served as a foreign minister under Chavez for six years, is a right-wing activist. A loyalist to Chavez, Maduro pledges to follow Chavez’s policies. Given his closeness to Chavez, Maduro also enjoys the support of military.

On the other hand, Henrique Capriles, who came closest to beating Chavez in the last elections in 2012 (bagging 44% votes), vows to adopt pro-business policies, which include de-politicization of the oil sector and opening-up Venezuela to foreign investments. Capriles does recognize that actions taken during the Chavez era cannot be undone over a short period of time.

Driven by the emotions linked with Chavez’s death, initial polls widely tip Maduro to win the upcoming elections. But given the economic condition of Venezuela, would this be a right choice? Even if Capriles wins, will the government be stable enough to guide Venezuela to development? Will the Venezuelan oil sector open for global trade? One can only speculate.

Irrespective of who comes to power, one thing will stay unchanged. The oil sector will remain critically important in either continuing to aid the path towards a fully-socialist state or changing the course to a more market-oriented economy.

01/04/2013by EOS Intelligence EOS Intelligence No Comments

Will Shale Gas Solve Our Fuel Needs for the Future?

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At first glance, shale gas might look too good to be true: large untapped natural gas resources present on virtually every continent. Abundant supplies of relatively clean energy allowing for lower overall energy prices and reduced dependence on non-renewable resources such as coal and crude oil. However, despite this huge potential, the shale gas revolution has remained largely limited to the USA till now. Concerns over the extraction technology and its potentially negative impact on the environment have hampered shale gas development in Europe and Asia on a commercial scale. However, increasing energy import bills, need for energy security, potential profits and political uncertainty in the Middle East are causing many countries to rethink their stand on shale gas extraction development.

How Large Are Shale Gas Reserves And Where Are They Being Developed?

An estimation of shale gas potential conducted by the US Energy Information Administration (EIA) in 2009 pegs the total technically recoverable shale gas reserves in 32 countries (for which data has been established) to 6,622 Trillion Cubic Feet (Tcf). This increases the world’s total recoverable gas reserves, both conventional and unconventional, by 40% to 22,622 Tcf.

Continent	Shale Gas Reserves and Development
North America	Technically Recoverable Reserves: 1,931 Tcf Till now, almost whole commercial shale gas development has taken place in the USA. In 2010, shale gas accounted for 20% of the total US natural gas supply, up from 1% in 2000. In Canada, several large scale shale projects are in various stages of assessment and development. Despite potential reserves, little or no shale gas exploration activity has been reported Mexico primarily due to regulatory delays and lack of government support.
South America	Technically Recoverable Reserves: 1,225 Tcf Several gas shale basins are located in South America, with Argentina having the largest resource base, followed by Brazil. Chile, Paraguay and Bolivia have sizeable shale gas reserves and natural gas production infrastructure, making these countries potential areas of development. Despite promising reserves, shale gas exploration and development in the region is almost negligible due to lack of government support, nationalization threats and absence of incentives for large scale exploration.
Europe	Technically Recoverable Reserves: 639 Tcf Europe has many shale gas basins with development potential in countries including France, Poland, the UK, Denmark, Norway, the Netherlands and Sweden. However, concerns over the environmental impact of fracturing and oil producers lobbying against shale gas extraction are holding back development in the region with some countries such as France going as far as banning drilling till further research on the matter. Some European governments, including Germany, are planning to bring stringent regulations to discourage shale gas development. Despite this, countries such as Poland show promising levels of shale gas leasing and exploration activity. Several companies are exploring shale gas prospects in the Netherlands and the UK.
Asia	Technically Recoverable Reserves: 1,389 Tcf China is expected to have the largest potential of shale gas (1,275 Tcf). State run energy companies like Sinopec are currently evaluating the country’s shale gas reserves and developing technological expertise through international tie-ups. However, no commercial development of shale gas has yet happened. Though both India and Pakistan have potential reserves, lack of government support, unclear natural gas policy and political uncertainty in the region are holding back the extraction development. Both Central Asia and Middle East are also expected to have significant recoverable shale gas reserves.
Africa	Technically Recoverable Reserves: 1,042 Tcf South Africa is the only country in African continent actively pursuing shale gas exploration and production. Other countries have not actively explored or shown interest in their shale gas reserves due to the presence of large untapped conventional resources of energy (crude oil, coal). Most potential shale gas fields are located in North and West African countries including Libya, Algeria and Tunisia.
Australia	Technically Recoverable Reserves: 396 Tcf Despite Australia’s experience with unconventional gas resource development (coal bed methane), shale gas development has not kicked off in a big way in Australia. However, recent finds of shale gas and oil coupled with large recoverable reserves has buoyed investor interest in the Australian shale gas.

What Are The Potential Negative Impacts Of Shale Gas Production?

Despite the large scale exploration and production of shale gas in the USA, countries around the world, especially in Europe, remain sceptical about it. Concerns over the environmental impact of hydraulic fracturing, lack of regulations and concerns raised by environmental groups have slowed shale gas development. Though there is no direct government or agency report on pitfalls of hydraulic fracturing, independent research and studies drawn from the US shale gas experience have brought forward the following concerns:

Will Shale Gas Solve Our Future Energy Needs?

Rarely does an energy resource polarize world opinion like this. Shale gas has divided the world into supporters and detractors. However, despite its potential negative environmental impact, shale gas extraction is associated with a range of unquestionably positive aspects, which will continue to support shale gas development:

Shale gas production will continue to increase in the USA and is expected to increase to 46% of the country’s total natural gas supply by 2035. USA is expected to transform from a net importer to a net exporter of natural gas by 2020.
Despite initial opposition, countries in Europe are opening up to shale gas exploration. With the EU being keen to reduce its dependence on imported Russian piped gas and nuclear energy, shale gas remains one of its only bankable long-term options. Replicating the US model, countries like Poland, the Netherlands and the UK are expected to commence shale production over the next two-five years and other countries are likely to follow suit.
Australian government’s keenness to reduce energy imports in addition to the recent shale gas finds has spurred shale gas development the country. Many companies are lining up to lease land and start shale gas exploration.
More stringent regulations from environment agencies are expected to limit the potential negative environmental impact of shale gas exploration.
Smaller energy companies that pioneered the shale gas revolution in the USA are witnessing billions of dollars worth of investments from multinational oil giants such as Exxon Mobil, Shell, BHP Billiton etc. are keen on developing an expertise in the shale gas extraction technology. These companies plan to leverage this technology across the world to explore and produce shale gas.The table below highlights major acquisitions and joint venture agreements between large multinational energy giants and US-based shale gas specialists over the last three years.

Major Deals in Shale Gas Exploration

Company	Acquisition/Partnership	Year	Investment
Sinopec	Devon Energy	January 2012	USD 2.2 billion
Total	Chesapeake Energy	January 2012	USD 2.3 billion
Statoil	Brigham Exploration	October 2011	USD 4.4 billion
BHP Billiton	Petrohawk	July 2011	USD 12.1 billion
BHP Billiton	Chesapeake Energy	February 2011	USD 4.75 billion
Shell	East Resources	May 2010	USD 4.7 billion
Exxon Mobil	XTO Energy	December 2009	USD 41.0 billion
Source: EOS Intelligence Research

Shale gas production is expected to spike in the coming three-five years. Extensive recoverable reserves, new discoveries, large scale exploration and development and technological improvement in the extraction process could lead to an abundant supply of cheap and relatively clean natural gas and reduce dependence on other conventional sources such as crude oil and coal For several countries including China, Poland, Libya, Mexico, Brazil, Algeria and Argentina, where the reserves are particularly large, shale gas might bring energy stability.

The need for energy security and desire to reduce dependence on energy imports from the Middle East and Russia (and hence to increase political independence), are likely to outweigh potential environmental shortfalls of shale gas production, and some compromise with environment protection activist groups will have to be worked out. Though the road to achieving an ‘energy el dorado’ appears to be long and rocky, it seems that with the right governments’ support, shale gas could become fuel that could significantly contribute to solving the world energy crisis over long term.

08/03/2013by EOS Intelligence EOS Intelligence No Comments

South Korea – At the Crossroads!

South Korea is the world’s fifth largest automobile manufacturer, behind China, Japan, the US and Germany. Automobile sales in South Korea breached the 8 million units mark for the first time in its history in 2012. The surge was mainly on account of strong overseas demand for locally-made models – exports accounted for 82% of these sales while domestic sales (accounting for the remaining 18%) actually contracted 4.2% to 1.4 million units in 2012.

Contracting domestic demand for local companies is mainly due to lack of real income growth, increased debt repayment burden and slump in the housing market in Seoul Special City (houses are often bought in South Korea for investment purposes). Meanwhile, overseas sales, cars exported from South Korea and vehicles assembled in overseas plants, expanded 7.9% to 6.8 million units in the same year.

The South Korean market is dominated by Hyundai Kia Automotive Group which accounted for 82% of domestic sales and 81% of exports in 2012. GM Korea, Renault Samsung and Ssangyong (acquired by Indian company Mahindra and Mahindra in 2011) account for 10% of the domestic sales while rest of the market is catered to by imports. BMW, Daimler (Mercedez-Benz), VW, Audi, Toyota, Chrsyler and Ford are the leading importers.

Free Trade Agreements

South Korea has aggressively pursued FTAs, with the provisional enforcement of an FTA with the EU from July 2011 and the full enforcement of an FTA with the US from March 2012. In the automotive industry, tariffs on parts and components were abolished as soon as the agreements came into force, whereas tariffs on vehicles will be abolished between South Korea and the EU over a three-to-five-year period and those with the US in the fifth year after enforcement of the agreement.

As a result of the FTA, exports to the EU sky-rocketed and the double-digit growth trend continued until March 2012. However, as the EU economy weakened, exports declined and returned to pre-FTA levels. In case of the US, exports surged around the time of the enforcement of the FTA in March, even though the tariffs on vehicles are yet to be scaled down. This phenomenon was labelled as ‘announcement effect’.

An interesting trend that has emerged is that whereas the domestic sales of South Korean cars declined by about 6.3% in 2012, domestic sales of imported cars increased by 24.6% in the same year. Moreover, for the first time, imports accounted for 10% of domestic sales, which is in sharp contrast to the 2% share about a decade back. European automotive OEMs have benefitted the most from this surge in demand for vehicles. This increased market share for European vehicles is mainly due to the fall in prices; as part of FTA between South Korea and the EU, the tariffs on large vehicles reduced from 8% to 5.6%.

Thus it can be said that while the enforcement of FTAs has been effective in boosting exports, it has brought about structural changes in South Korea’s domestic market.

Labour Strife

After an almost 4-year gap, strikes by the labor union returned to plague automotive manufacturing in South Korea in the summer of 2012. The industrial action, which also hit car parts manufacturers and some other industries, revived memories of the days when strikes were chronic in South Korea. Workers went on strike in 21 of the first 22 years since the unions’ formation in 1987; however, unions’ political influence has dimmed in recent years with declining memberships.

Hyundai, Kia and GM Korea were affected by the strikes and suffered record losses – Hyundai alone is estimated to have lost more than USD 1 billion. The main points of contention were the abolition of graveyard shift, wage increase and to confirming of permanent positions to the high proportion of contract workers. Although the companies agreed to most of the demands of regular workers, discussions with contract workers are still ongoing.

To offset the loss suffered from such strikes, OEMs are diversifying their production bases. Hyundai for one has moved to reduce the dependence on domestic manufacturing plants by expanding production in the US, China, India, Brazil and Turkey during the last decade. South Korean plants accounted for 46% of Hyundai’s capacity in 2011, down from 60% in 2008, when the last strike took place and 93% in 2000. Although another objective for establishing a global production network is to make inroads into the global markets.

Another consequence of strikes is that production costs are expected to shoot up, mainly on account of increased wages and also due to the additional investments that the OEMs will now have to undertake to make up for the reduced working hours per day; along with the abolition of the graveyard shift, another demand of the workers was to reduce the number of hours being worked in the two shifts from 20 to 17 hours.

Currency Uncertainties

The Won has been strengthening against the Yen and the US dollar since mid-2012, increasing production costs while adding to currency conversion losses, as sales in foreign markets translate into fewer Won. This has significantly eroded South Korean automotive OEMs competitiveness; companies such as Hyundai and Kia have consequently ceded market share to Japanese OEMs which are enjoying resurgence on the back of a brightening export outlook.

The Yen is also on a two-year low against the US dollar while the Won was at the highest level against the dollar since August 2011 in January 2013. Toyota can now in principle offer a discount of more than 10% to its US customers whereas South Korea’s Hyundai Motor has to raise the dollar price by over 5% to keep up with the Won.

A December report by the Korean Automotive Research Institute (KARI) states that South Korean export would shrink by 1.2% annually for every 1% drop in the Yen against the Won.

Over the years, the strategy of the South Korean Automotive OEMs has revolved around exports and the companies have established global production network to cater to geographies around the world. However, the recent upheaval in the foreign exchange markets have raised serious doubts about the company’s short-medium term prospects.

With increasing competition from global OEMs both in the domestic and global markets (resulting from FTAs) and currency uncertainties nullifying cost advantages that the Korean car makers have traditionally relied on, it is perhaps time for country’s OEMs to shift focus from quantity to quality – stressing superior design and engineering over sales growth.

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In our fourth discussion in this series, we understand the automotive market dynamics of Turkey. Its proximity to Europe and cultural affinity to Asia has seen a growing presence of both European and Asian OEMs. Is Turkey a long-term growth market for automotive OEMs, or is the market as developed as most western countries?

Part I of the series – Mexico – The Next Automotive Production Powerhouse?
Part II of the series – Indonesia – Is The Consecutive Years Of Record Sales For Real Or Is It The Storm Before The Lull?

05/03/2013by EOS Intelligence EOS Intelligence No Comments

Ultimate Convenience Indian Style – Why Do Ready-to-eat Meal Producers Have a Difficult Job in India?

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After a long day at work, a tasty meal is every hard working man and woman’s dream. But, cooking such a meal late in the evening – more of a nightmare. Enter ready-to-eat meals. Throw a packet in the microwave and your main meal of the day is steaming hot in under five minutes. What could be faster, tastier, more convenient and cheaper than that? Many options, Indians respond.

The healthy growth of ready-to-eat (RTE) consumer meals (i.e. microwavable pouches containing ready dishes) has become a success story across many countries, where lifestyles are getting busier, disposable incomes are increasing and women are becoming an integral part of the workforce. The RTE industry is taking several emerging economies in Asia by storm, as dynamic demographic and economic transformations occurring in many of these economies drive increased interest in convenience sought in matters of food by the region’s inhabitants. The trend, though, is of uneven magnitude, with rural communities largely remaining deeply traditional about home-cooked food, besides having very limited financial capacity to afford RTE products or a microwave oven. However, the growing preference for such meals is so strong amongst middle class groups, that, overall, the RTE segment across Asian markets has become an attractive area of opportunity for food companies.

RTE foods sector is one of the most dynamic growth sectors in the packaged foods markets across Asia, and on a global scale, Asian consumers exhibit the highest interest in RTE meals. A 2007 AC Nielsen study revealed that seven out of top ten markets with the highest propensity to purchase RTE meals are Asian countries, with Thai consumers emerging as the world’s biggest fans of RTE products.

Surprisingly though, India does not feature in the list of top 10 RTE markets. Unquestionably, the country does enjoy most of the RTE foods market growth prerequisites – fast developing economy, expanding modern retail channels, dynamically growing middle and upper class, rising nuclear family format, soaring participation of women in workforce, rapidly rising incomes and the growing reality of hectic lifestyles driving the demand for convenience.

So where is India in this picture? Why does its name not appear in the list of attractive RTE meals markets? Why do India-made RTE food products have a bigger market internationally than domestically? What are the challenges that RTE producers such MTR Foods, ITC Foods, Heinz India or Haldiram’s face in their home territory?

The fact is that although there is a market for RTE products in India, its size is modest and its growth is slowing down. AC Nielsen estimates the Indian RTE market growth slowed from 44.9% in 2010 to 28.1% in 2011 (reaching INR 506 crore, or about USD 110 million). In comparison, the Thai RTE market grew by 105% during 2005-2010, with a strong, upwards trend that is set to persist.

The reasons for such differing dynamics are many, largely due to cultural background and the Indian consumer’s mindset. Here are six key reasons why RTE foods producers have a difficult job in the Indian market, reasons, that might make them reconsider RTE expansion plans:

Traditionally, Indians are accustomed to hot fresh food served straight from sizzling pots, mainly because of easy and cheap access to domestic help and primary cooking ingredients easily available for purchase. RTE meals, despite their convenience, have a hard job competing with home cooked food.
Busy Indian consumers look for speed and convenience, and there’s plenty of options in the food services sector – countless cheap order-in and take-out options, that also offer great advantages over RTE meals, especially as these are freshly cooked, a factor of great importance to Indian consumers.
Unlike in many other countries, RTE foods in India are more expensive than most order-in and take-out options. This, paired with the preference for freshness, tends to put RTE products at a disadvantageous position.
Despite growth in modern retail format, majority of Indians still do their food shopping in traditional stores, which have limited space and interest in carrying novelties such as RTE foods (organised food retail is estimated to still account for only about 3-5% of the total retail market).
Considering the hot climate, Indian consumers tend to be reluctant to trust the safety of a ready meal that has been stored and transported out of temperature-controlled supply chain, especially given the largely inefficient supply chain management.
Some RTE meals, which do require cold storage, also fall prey to inefficient supply chain management and frequent power cuts, which lead to rise in production costs, in turn translating into higher RTE product prices resulting in lower demand for such products.

In spite of the many challenges, the Indian RTE market is growing, though at much slower rate than once anticipated. Indian attitude towards meal from a pouch is changing, with growing social acceptability to consume such foods and to prepare meals in the microwave.

Producers are optimistic, as the mere size of the potential customer base offer vast opportunities, even with slower y-o-y growth. But they also remain cautious, citing improvements in supply chain and distribution management, growth in modern retail format, continuous growth in consumers’ disposable incomes as the main changes needed to occur for the Indian RTE market to actually take off. However, given that many of these transformations have been occurring over the past years, perhaps these form just a secondary problem. Perhaps the key prerequisite for RTE market growth is the change in the Indian consumer’s mindset – change that is the slowest to occur and hardest to influence by producers.

13/02/2013by EOS Intelligence EOS Intelligence No Comments

Production Re-shoring – a Great Idea That Won’t Materialize?

After years of shifting American production capabilities to China as the primary low-cost location, the trend might be somewhat changing. As costs increase in this previously cheap destination, American executives have started to question whether it still makes economic sense to spend more and more on Chinese labour and transport the products back half across the world to the final customer.

With estimations that Chinese wages double every four years, it is clear that the cost benefit of off-shoring to China is narrowing and the country might start losing its competitive edge. It has been, and will continue to be, a very slow process, and we will surely hear stories of another industry giant opening another production facility in this ‘global manufacturing centre’. Yet, the concept of re-shoring, i.e. shifting manufacturing capabilities, once off-shored in search for decreased costs, back to the USA, has been the story of several American producers for the past couple of years. While reasons vary, cost element is probably a key deciding factor, as cited to be the reason behind the re-location of some of the capabilities by Apple or General Electric.

But it is not only the cost that is forcing companies to think of bringing manufacturing capabilities back home. There is a range of reasons indicated as strong factors that should force American manufacturers to consider re-shoring:

Slowly, but gradually the cost benefit of off-shored production will narrow, given the faster rise in labour costs in locations such as China
Shipping costs associated with long-distance logistics are also increasing, e.g. shipping rates, cutbacks in logistics infrastructure, are estimated to have caused an average hike of 70% in shipping costs between 2007-2011
Quality inconsistency issues, both real and perceived, continue to resurface in Asia-manufactured products – flawed production lots, inaccurate specifications, as well as end customers’ continued scepticism towards the ‘made in China’ label
Production is increasingly executed in small lots to ensure responsiveness to fluctuations in demand volume and structure, customization requests, and to mitigate the risk of reduced liquidity with cash trapped in inventory
Supply chains are found to be more and more vulnerable to disruptions caused by ‘beyond control’ factors, from natural disasters (earthquakes, tsunamis in Asian locations) to political disruptions affecting smooth and timely shipping
Weaker dollar requires US-based companies to spend more bucks on the same foreign-based production and transportation services
While economic result matters most, producers also consider the customers patriotic interest to buy products that are ‘local’ to them – in terms of appeal as well as the production location, which can be an extra public relations benefit for the company re-shoring its manufacturing jobs back to the USA.

While reasons are varied and not mutually exclusive, there is still a question whether re-shoring is actually a strong trend, and whether jobs will return to the USA. The question cannot be ignored – if re-shoring turned out to be a persisting trend, it could be a well-needed kick to this crisis-shaken American economy.

Not long ago, in mid-2012, Forbes published an article, in which it asked whether re-shoring is actually a trend or more of a trickle. A simple survey conducted amongst MFG.com members, an online marketplace space for the manufacturing industry, proved that re-shoring can be a real trend, as a number of American executives indicated new contracts being awarded to them – contracts that had previously been off-shored. The re-shoring trend seems to be further confirmed by the frequently quoted 2010 Accenture report, which indicated that around 60% of manufacturing executives surveyed considered re-shoring their manufacturing and supply capabilities. The trend could be additionally supported by tax incentives proposed by Barack Obama for companies re-shoring back to the USA, as well as drives such as The Reshoring Initiative, founded by Harry Moser in 2010, aiming at promoting the concept amongst American businesses and tracking the phenomenon. According to Moser, re-shoring brought some 50,000 jobs back to the USA during the period of 2010-2012.

But, with all these points being legitimate reasons for American companies to re-think their off-shoring, perhaps the big believers in the return of the ‘Made in the USA’ era, should curb their enthusiasm just yet. It is quite unlikely that low-cost producers will return to the American soil for good – on a scale large enough to have a positive impact on American economy.

First of all, China will still hold enough advantage over the next couple of years – an unbeatable advantage of a large pool of workers available for $2 an hour wage, which, even if increases, will still be far lower than in the USA. And it is not only about the cost, but also about the relatively high elasticity of low-cost Chinese labour supply (in terms of wage accepted and workers volumes available), which even at its lower productivity, makes it still more economical to stick to factories based in China, than re-shoring on big scale to the US market. The public relations dimension of bringing back jobs has to be approached realistically too, keeping in mind that much higher productivity of American workers means that for each 4-5 Chinese jobs being cut, American market would gain probably not more than 1, making the job creation benefit much more modest than hoped for. And even if, over long term, the increasing labour cost squeezes the cost benefit tight enough to make the producers leave China, it is highly unlikely that they will turn to American workers as first priority. There are more economical options available across Asia and other geographies (perhaps at higher cost than in China but still well below American levels). We might see some of these manufacturing jobs fly to India, Bangladesh, and the emerging African continent.

It seems that this big re-shoring move might be just wishful thinking, which will translate to a few jobs brought back to the USA, in numbers not significant enough to actually make much difference.

08/02/2013by EOS Intelligence EOS Intelligence No Comments

Mexico – The Next Automotive Production Powerhouse?

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As the first of our five part automotive market assessment of the MIST countries – Mexico, Indonesia, South Korea and Turkey, we discuss the strengths and weaknesses of Mexico as an emerging automotive hub, and the underlying potential in this strategically located gateway to both North and South America.

Emergence of Mexico as a major automotive production hub is the result of a series of events and transformations over the past decade. The most important of which is the growing trend among automotive OEMs and auto part producers to have production bases in emerging economies. And the earthquake in Japan in 2011 tilted the tide in favour of Mexico just as ‘near-shoring’ was already becoming a key automotive strategy in 2011.

Automotive production in Mexico increased by 80% from 1.5 million in 1999 to 2.7 million units per year in 2011, largely thanks to a significant boost in investment in the sector.

Between 2005 and 2011, cumulative foreign direct investment (FDI) in the automotive sector amounted to USD10.3 billion. In the last year, several automotive OEMs have initiated large scale projects in Mexico; some of these projects include

Nissan – building a USD2 billion plant in Aguascalientes; this was the single largest investment in the country in 2012 and should help secure the country’s position as the eighth largest car manufacturer and sixth largest car exporter in the world
Ford – investing USD1.3 billion in a new stamping and assembly plant in Hermosillo, New Mexico
Honda – investing USD800 million in a new production plant in Celaya, Guanajuato
GM – investing USD420 million at plants in Guanajuato and San Luis Potosi
Daimler Trucks – investing USD300 million in a new plant to manufacture new heavy trucks’ transmissions
Audi – has decided to set-up its first production facility across the Atlantic in Mexico; with planned investment outlay of about USD2 billion, this move by Audi represents a significant show of trust by one of the world’s leading premium car brands
Mazda – building a USD500 million plant in Guanajuato; it has reached an agreement to build a Toyota-branded sub-compact car at this facility and will supply Toyota with 50,000 units of the vehicle annually once production begins in mid-2015

Bolstered by this new wave of investment, Mexico’s vehicle production capacity is expected to rise to 3.83 million units by 2017, at an impressive CAGR of 6% during 2011-2017.

Why is Mexico attracting such large levels of investment from global automotive OEMs? Which factors have positively influenced these decisions and what concerns other OEMs have in investing in this North American country?

So, What Makes Mexico A Favourable Destination?

Trade Agreements – Mexico has Free Trade Agreements (FTAs) with about 44 countries that provide preferential access to markets across three continents, covering North America and parts of South America and Europe. Mexico has more FTAs than the US. The FTA with the EU, for instance, saves Mexico a 10% tariff that’s applied to US-built vehicles, thereby providing OEMs with an incentive to shift production from the US to Mexico.
Geographic Access – Mexico provides easy geographical access to the US and Latin American markets, thereby providing savings through reduced inventory as well as lower transportation and logistics costs. This is evident from the fact that auto exports grew by 12% in the first ten months of 2012 to a record 1.98 million units; the US accounted for 63% of these exports, while Latin America and Europe accounted for 16% and 9%, respectively (Source – Mexican Automobile Industry Association).
Established Manufacturing Hub – 19 of the world’s major manufacturing companies, such as Siemens, GE, Samsung, LG and Whirlpool, have assembly plants in Mexico; additionally, over 300 major Tier-1 global suppliers have presence in the country, with a well-structured value chain organized in dynamic and competitive clusters.

The Challenges

Heavy Dependence on USA – While it is good that Mexico has established strong relations with American OEMs, it cannot ignore the fact that with more than 60% share of its exports, the country is heavily dependent on the US. The country needs to grow its export markets to other countries and geographies to hedge against a downturn in the American economy. For instance, during the downturn in the US economy in 2008 and 2009, due to decline in sales in the US, automotive production in Mexico declined by 20% from 2.17 million in 2008 to 1.56 million in 2009. Mexico has trade agreements with 44 countries (more than the USA and double that of China) and it needs to leverage these better to promote itself as an attractive export platform for automotives.
Regional Politics – Mexico is walking a tight rope when it comes to protecting the interests of OEMs producing vehicles in the country. In 2011, Mexican automotive exports caused widespread damage to the automotive industries in Brazil and Argentina and in a bid to save their domestic markets, both the countries briefly banned Mexican auto imports altogether in 2012. Although, later in the year, Mexico thrashed out a deal that restricts automotive imports (without tariffs) to its two South American neighbours rather than completely banning them, it does not augur well for the future prospects of automotive production in Mexico. One of the reasons automotive OEMs were expanding their capacity in the country was to be able to cater to the important markets in Latin America, particularly Brazil and Argentina. Now the Mexican government has the challenge of trying to keep everyone happy – its neighbours, the automotive OEMs and most importantly its own people for whom it might mean loss of jobs and income.
Stringent Regulatory Environment – The Mexican government, the Mexican Auto Industry Association and International Automotive OEMs are locked in a tussle over the government’s attempts to implement fuel efficiency rules to curb carbon emissions. Mexico has an ambitious target of cutting greenhouse gas emissions by 30% by 2020, and 50% by 2050. The regulations are similar to the ones being implemented in the USA and Canada, however, the association has complained that the proposal is stricter than the US version. Toyota went as far as filing a legal appeal against the government protesting the proposed fuel economy standard. Although the government eased the regulations to appease the automotive OEMs in January 2013, the controversy highlights resistance by the country’s manufacturing sector to the low-carbon regulations the government has been trying to introduce over the past few years. Such issues send out wrong signals to potential investors.

So, does Mexico provide an attractive platform for automotive OEMs? From the spate of investments in the country so far, it seems so – over the past few years, the country has finally begun to fulfil that potential and is now a key driver in the ‘spreading production across emerging economies’ strategy of companies looking to make it big in the global automotive market. However, there are still a few concerns that need to be addressed in order for Mexico to become ‘the’ automotive manufacturing hub in the Americas.

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In our next discussion, we will assess the opportunities and challenges faced by both established and emerging automotive OEMs in Indonesia. Does Indonesia continue to be one of the key emerging markets of interest for automotive OEMs or do the challenges outweigh the opportunities?

30/01/2013by EOS Intelligence EOS Intelligence No Comments

Australia – Stepping on to the Mine Field

While most developing countries have been negatively impacted by the significantly deteriorated economic conditions in the US and European markets, Australian economy appeared to be largely shielded from the impact of the global economic slowdown thanks to its mining industry. Following the onset of the 2008 crisis, when most developed economies slowed down, China continued on its path of infrastructure development and investment. This boosted its demand for minerals and resources, large part of which continue to be imported from mines across Australia.

Thanks to the Chinese economy growth sprint, Australian mining industry has been in a boom mode since 2006, and consequently witnessed soaring levels of capital investment in mining and related logistic infrastructure. The industry growth was significant enough to have resulted in higher dependency of Australian economy on this sector, with the mining and mining-related service industries accounting for about 20% of GDP in 2011-12, compared with only 10% a decade earlier.

The industry is still on a roll, yet the situation might change soon. With the Chinese economy showing signs of slowing down in 2011 and 2012, the Australian government and business executives can no longer be certain of the continuous inflow of Chinese orders for Australian mining output. But the decline in orders is just part of their worries, as mining companies operating across Australia are faced with other challenges as well, which question their ability to remain competitive in the global market.

The Challenges

While currently it is estimated that the strong performance of the Australian mining sector will continue till at least 2014, there are already growing challenges in the industry. Slackening demand, particularly from the Chinese infrastructure sector, has lead to a global drop in commodity prices of coal and iron. This decline in prices, coupled with higher operating costs due to rise in employee wages and energy costs, makes it less economical for Australian ore extractors to trade in global markets.

Skills shortage and union pressures further drive the operational costs upwards. A shortfall in skilled personnel is likely to result in employees being available only at a premium, leading to further increase in costs. A shortage of truck drivers in mining sector has seen employees of large companies, such as Rio Tinto and Xstrata, receive as much as three times their base salary. The insufficient talent is also witnessed in more skilled and experienced jobs, including mine planning engineers, geologists, metallurgists and mineral processing engineers. This skill shortage also gives employee unions an upper-hand when it comes to negotiating perks.

The rise in costs is further multiplied by the introduction of additional taxes, including the Carbon Tax and the Mineral Resource Rent Tax, all of which contribute to the rising cost burden of the Australian mining companies.

At the same time, mining productivity has resurfaced as an increasingly relevant issue. According to 2012 estimates by the Mineral Council of Australia, productivity in mining industry has reduced by about 30% since 2003.

These challenges are a visible sign that Australia’s mining sector is likely to have an increasingly harder job to compete with mining companies in other emerging resource-rich countries, such as Indonesia, whose proximity to important Asian customers results in lower shipping costs to the client. This could result in a considerable decline in Australian mineral exports, and thereby, have a negative impact on the Australian economy as such.

The Way Out

Both the government and mining companies are devising ways to overcome the challenges posed by these increasingly pressing issues.

Expecting that the current peak in mining investment boom will soon be followed by the sector’s decline, the Reserve Bank of Australia (RBA) announced cuts of cash and lending rates in December 2012. Concerned by the fact that the non-mining industries in Australia continue to struggle, RBA has introduced these cuts to support the underperforming non-mining sectors, such as housing, construction, and retail. While the short-term outlook for non-resources investment is likely to remain subdued, these cuts are expected to provide impetus for investment in these sectors over a long term.

Mining companies face a tougher task to remain competitive in the global market. In the short-term, several Australian mining companies are looking at temporary shelving of investment projects to deal with the deteriorating demand and decline in commodity prices. For instance, BHP Billiton, the world’s largest mining company, shelved its Olympic Dam and Bowel Basin projects after witnessing a decline in profits.

However, putting investment projects on hold is not enough and mining companies will have to continue to undertake initiatives to tackle the problem of increase in cost per ton of output.

Initiatives to raise employee productivity are being put in place. In 2012, a contracting company overseeing work on Chevron’s $52 billion Gorgon gas project banned sitting during working hours to improve operational productivity.
Companies are trying to explore alternatives to tackle skill shortage. Rio Tinto has started employing driverless trains and trucks to cart iron ore from its mines in order to tackle the premium wage demands, caused by the shortage of drivers in mining operations.
Companies are cutting employee perks to lower wage costs and offset lower returns. In 2012, Fortescue Metals Group scrapped weekly staff barbecues, and removed free coffee and ketchup from the canteens.

While these initiatives might attract negative publicity, particularly with labour unions, these steps have become increasingly necessary for mining companies to get back on the path of competitiveness and profitability over a long run. But will this be enough? Will cutting weekly employee get-togethers, and making workers stand at work take care of 30% productivity decline witnessed over the past decade? These measures definitely appear disproportionate to the problem’s weight. Or do the Australian mining executives have some more tricks up their sleeves that will actually matter in prolonging the mining sector golden years?

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