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Tuesday, February 15, 2005

The Chinese Way to Brand Identity

In the Feb. 13 edition of The New York Times William Holstein, editor in chief of Chief Executive magazine recently interviewed Oded Shenkar, professor of international business at Fisher College of Business of Ohio State University and the author of "The Chinese Century" in regards to how Chinese are seeking increased brand identity in the US market.

The article The Chinese Way to Brand Identity [log in required] provides excellent insight into why market entry for Chinese companies will be remarkably different from the way the Japanese or Koreans did it in the 80s.

In having worked with many Chinese manufacturers, we see there is great opportunity for US manufacturers and marketers to work with the Chinese to bring product and brands to market in the US. The article states, "Both Haier and Kelon started with niche products, such as small refridgerators used mostly in offices. They are gradually expanding. They already are opening manufacturing facilities in the United States. Because of the nature of their products, there are substantial shipping costs from China."

As we always preach, it will be critical for US marketers and manufacturers to have insight into the Chinese business culture and learn how to effectively create partnerships and trust between them.

Sunday, February 13, 2005

Good Sources of China Info

I was reading an article on CNET NEWS.com the other day titled Sourcing in China Not a Sure Bet that was very well written and quite accurate. It begins by echoing what we've always maintained - that companies tend to jump into the China market without putting in sufficient time, energy, and money to really understand the nature of how their items are made or sourced.

The article is very automotive-centric but the advice it gives is sound and applicable to many industries. Of particular note are the five criteria it sights in evaluating if China is right for you. Basically any project requiring a good amount of labor makes sense and anything where you're looking at high overheads makes sense. Issues to bear in mind when thinking about manufacturing in China are transportation costs, lead times, and engineering demands on the Chinese. Where the article falls short is on a cultural understanding of the Chinese people and companies one might be dealing with. The concerns mentioned are all good ones and necessary ones, but companies looking to get into China should also be asking themselves; "who will understand the poeple involved and work to protect my best interests?"

A note on the concept of decreasing overheads: for most mid-size consumer products companies the cost of building molds is a big attraction. An injection mold that may cost $10,000.00 in the US is likely to cost only $4,000.00-$5,000.00 in China. The per units costs will most likely be less, but even if the transportation and development costs make it a wash, the building of molds, and of a network for future savings on molds is not to be taken lightly.

All in all the article is a good source of important information and issues to bear in mind, just don't forget that any business is only as good as the people involved.

Wednesday, February 02, 2005

Impact of Textile Quota Removal for China

What opportunities does the eliminations of textile quotas provide to US manufacturers?

Quotas, unlike tariffs or duties, impose a set limit on the number of a given product allowed to be shipped to the country issuing quota. What the removal of quotas for textiles from China it is our belief the US will see a sharp increase in Chinese manufactured garments, table linens, drapes, etc. China already has many factories in place to supply their huge domestic market and the cost to add capacity is minimal. With the removal of quotas they will be able to take advantage of slightly higher profit margins on exported goods. The cut and sew business is an incredibly labor intensive industry. China’s median wage of around $0.60 per hour is still the lowest in Asia. People who argue that having Mexico so close to the US, and thus cutting down delivery times, makes it an attractive alternative would be wise to keep in mind the $2.50 an hour wage rate.

There are about 550 million migrant workers throughout China right now. In years past they flocked to the Southern China coastal region of Guangdong, near Hong Kong. With the rapid development of the Chinese infrastructure in the past 3-5 years, the ports of Shanghai, Ningbo and Xiamen are increasingly busy. We project seeing a rapid increase in textile manufacturing due to the development of the infrastructure in these regions, the lifting of US quotas, and the relative proximity to the middle of China where a great number of those migrant workers come from.

What segments in the Chinese textile industry seem to be most prepared to expedite the opportunity?

Certainly the Chinese are poised to impact the basic cotton clothing industry enormously. These types of facilities are everywhere in China supplying both the export and domestic markets and they simply need to add more machines at a very low cost to increase their output and capitalize on higher demand for exported products. Makers of household textiles should similarly be well prepared for significant and rapid growth.

Under pressure of strong lobbyists the US is putting restrictions on certain categories of products, which may limit their impact on US shelves. Gowns and brassieres have had heavy duties leveled on them and we will see most industry lobbyists arguing for anti-dumping legislation. This will hinder certain industry sectors in China from impacting the US market as profoundly as they otherwise would.

What are the most important questions I need to ask myself before going into China for textiles?

The first question to answer when contemplating any China strategy is: “Am I willing to put in the time to succeed?” Even in industries where the product is known, and manufacturing expertise is mature, it takes considerable time and energy to navigate the business landscape of China. The cultural differences are profound, and it takes a long time to understand the nature of any company or organization. How can you know whose hands are in the pot? How do you make sure quality standards are met and kept up? How will you handle any Chinese imposed export duties or issues?

Secondary questions you should answer are: How will I get there? Do you do business their now and have someone who can help you? Are you manufacturing textiles somewhere else and have no idea how to get into China? One of the most important aspects of doing business in China is maintaining an on-the-ground presence either yourself or through a solid partnership.

Financing is always a critical factor and one that needs to be deal with immediately. Ask yourself: “Do I have the financing to buy from China?” Most all companies exporting products from China will need either a deposit or letter of credit. Any manufacturer willing to work without one is more than likely making too much money on your deal. It boils down to risk and reward. If the reward is big enough they’ll risk not being paid. If they’re working on thin margins they will not take the risk. The safest bet for both parties is a letter of credit.

Tuesday, February 01, 2005

Insights and Opinions on Manufacturing in China

Vital Sourcing is dedicated to educating companies and individuals about the Chinese business cultural and more specifically manufacturing in China. My partner Jason Sprong is a firm believer that our job is first and foremost to be advocates and teachers of best practices for sourcing and manufacturing in China. Yes we are a sourcing company, but our real job is to provide the insight and understanding about what it takes to successfully conduct business in China.

We welcome comments and input and are very excited to join the blogosphere.