The Chinese Are Coming, Part XV -- India Says It's So

For all the many posts we have done on how Chinese companies are expanding worldwide (this is, after all, part 15 of the series), I still doubt there are more than a handful of Chinese companies capable of breaking into Western consumer or high end business markets. 

Fairly recently, my firm worked with a U.S. home supply manufacturer/wholesaler that had been brought on by a Chinese home supply manufacturer to bring the Chinese manufacturer's products into the United States.  The Chinese company, quite wisely, wanted to use the U.S. company to market and sell its products in the U.S.  Amazingly enough however, the Chinese company kept insisting on retain its three word, difficult to pronounce, intensely Chinese name as the brand to be marketed here in the United States.  They simply refused to believe their name would likely be a huge disadvantage in the United States, where China's reputation is more for taking American jobs than for quality. 

It is not just that one instance.  How many Chinese companies are admired worldwide for their marketing prowess?  How many Chinese companies possess one of the top 500 brand names?  How many Chinese companies are known worldwide for their quality?

Yet the lure/threat of China's companies going international certainly remains and India's Financial Press newspaper, in an article, entitled, "New MNCs Changing the World Order," discusses Chinese companies succeeding worldwide by paying for outside expertise to do so. 

The article sees "a new wave of foreign competitive pressure" "rippling through the U.S. economy, from companies in emerging markets like Brazil, Russia, India and China." Companies from these countries are seeking to become "world-spanning multinationals�just as Samsung Electronics emerged from South Korea and Toyota sprang from Japan in earlier phases of globalization."  Brazilian aircraft manufacturer, Embraer, Russian companies like Gazprom and Lukoil, and Indian tech companies like Wipro and Infosys Technologies have already made huge inroads into the U.S. market and more will follow. 

China will be the largest single source of these new multinationals.  It sees  Lenovo, Haier, Huawei Technologies, the Pearl River Piano Group are proof of what Chinese companies can do.

Antoine van Agtmael, author of a new book, �The Emerging Markets Century: How a New Breed of World-Class Companies Is Overtaking the World,� is quoted as seeing the emergence of these new multinationals as part of �the biggest shift in the global economy since the Industrial Revolution of the 18th century.�  According to van Agtmael, the ascendancy of China and India is "a rebalancing of the global economy back to where it was before the Industrial Revolution, when China and India were major powers in the world.�

Chinese and Indian multinationals are able to rapidly gain the expertise necessary to manage complex multinational operations by paying for outside expertise.  Peter J. Williamson, a professor at Insead, says these multinationals from emerging market countries are "engaging Ogilvy & Mather to do their advertising. They�re using McKinsey for their strategy.� �There�s been a very big shift in the ability to obtain knowledge that once would have been very slow to build up.�

I think expectations are too high.  Look how long it took Samsung and Korea.  And Where is Samsung II?  Chinese companies will continue to improve but these things take time. We will see

Comments (29)

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nanheyangrouchuan - May 2, 2007 11:39 AM

And all of these Chinese MNCs are government owned, as they all must give enough shares to Beijing to ensure the CCP has controlling interest of the company's board of directors. Otherwise these companies could not get sufficient financing.

And with all of the protectionism going on in Russia, the US would be wise to limit the penetration of companies that are effectively state-owned.

Baltimoron - May 2, 2007 9:27 PM

Thanks for the link. I never knew any real people were actually reading my blog.

I will try to provide readable copy of premier subscription-based publications to real readers in the future.

China Hand - May 2, 2007 10:53 PM

Famous old joke about renaming Asian companies so they are more pleasant to sophisticated Western ears: The manager of Nissan calls a meeting of all his top managers. He tells them, "We need a new name for our company to break into the US market, and we need it by tomorrow." One of the managers raises his hand and says in thickly accented English: "Dat soon? [that soon?--ed]." For those of you too young to remember, Nissan originally used the brand name Datsun to enter the US market. Bwahahaha

David - May 3, 2007 2:52 AM

We laugh now, but these guys are working hard to figure out how to make it overseas. It will not be a pretty process, and it will not happen this year or next, but give China's companies a decade, and you can be sure that there will be anything from 6-12 Chinese companies in the global brands list.

Duncan - May 3, 2007 2:58 AM

If they're mentioning the piano group they're basing it on a report on emerging market MNCs from the Boston Consulting Group ( http://www.bcg.com/publications/files/New_Global_Challengers_May06.pdf ).

It's a great read.

JXie - May 3, 2007 9:14 AM

There are actually 12 Korean companies on the Fortune Global 500 list. It's more than just Samsung.

How well a nation's MNCs perform largely depends on how well its labor force is educated. If you want to look into your crystal ball, bear in mind the 2 trends:

* The Baby Boomer generation in the US is the best educated compared to their peers in the world. Yet the education of Gen-X and Gen-Y, relative to the other developed nations (including South Korea), ranks fairly low.

* The education of the post-Jiang/Zhu generation (1998 and onward), has caught up the lower-end of the OECD nations. Only 21 years prior to this generation, China didn't even have any meaningful college education!

China Law Blog - May 5, 2007 4:52 PM

nh --

I am 99% certain Lenovo is not state-owned. I am pretty certain Haier is pretty much not state owned either. I also do not think Huawei is state owned either. I have no clue re Pearl River Piano.

Readers, what do you know about the ownership of these companies?

China Law Blog - May 5, 2007 4:57 PM

Baltimoron --

1. Define "real person."
2. You write an excellent blog, so I am highly skeptical I am the only real person reading it.

China Law Blog - May 5, 2007 4:58 PM

China Hand --

Datsun was apparently not a Nova. Get it?

nanheyangrouchuan - May 5, 2007 5:08 PM

CLB and Chris Carr:

China's exports of death are way beyond food, beware of medicine. Now let's thank corporations for outsourcing basic life needs to sloppy commie bosses:

http://www.iht.com/articles/2007/05/05/asia/web0505-toxic-46350.php

China Law Blog - May 5, 2007 5:19 PM

David --

I don't doubt it.

China Law Blog - May 5, 2007 5:25 PM

Duncan --

You are truly the master of source material. I actually remember the Business Week article on this about a year ago, but never checked the BCG background story. It does look like a really good read. Thanks.

China Law Blog - May 5, 2007 5:34 PM

JXie --

Here are the twelve:

LG
Hyundai Motor
SK
Samsung Life Insurance
POSCO
Korea Electric Power
Kookmin Bank
Hanwha
KT
Samsung
SK Networks

My firm actually does legal work for SK Shipping (part of the SK group) from time to time, but I still would not put SK out there as a top brand name. It is a very well run company, but if you were to ask 100 people in the US or in Europe or even in Japan or China who SK is, I would be surprised if even two would know.

LG and Hyundai Motors have probably the strongest names of the group, but does anyone in the West buy their products for quality as opposed to price?

Samsung has done an amazing job of moving from a low cost producer to a value added producer and its name and innovation now give it cachet. I do not think LG or Hyundai or any other Korean company is there yet.

Your theory/statistics are interesting and they make sense to me.

nanheyangrouchuan - May 6, 2007 9:11 AM

"I am 99% certain Lenovo is not state-owned. I am pretty certain Haier is pretty much not state owned either. I also do not think Huawei is state owned either."

Lenovo is the western varient of the chinese manufacturer "Legend" which was founded by a group of computer scientists who were wholly funded by the Chinese Academy of Sciences, itself one of the main R&D arms of the PLA (just as Northern Industrial Company, or NORINCO, is the main industrial arm of the PLA).

Now, as anyone who really knows business in China will tell you, when chinese companies get to a certain valuation and need licenses for inter-provincial export, international export and stock listings, they must get their licenses and pay fees directly to Beijing's various offices, but this is no big deal.
What is the big deal is that the "hidden fee" for license approval, as well as large commerical loans from the banks (who are ALL state owned), is to sign over majority interest in the company to the CCP as the majority investor. And this carries over into IPOs from Shanghai to HK to the NYSE and LSE.

Doubt me? Try looking into acquiring a majority stake in Haier, Lenovo, Baidu, etc. and see what happens.

JXiehttp://www.amazon.com/exec/obidos/ASIN/0976072696/chinalawblogc-20 - May 6, 2007 10:10 PM

CLB, some random thoughts.

I have been Korea a few times so personally have heard of all the names. Posco isn't shabby. Its revenue is close to twice of the US Steel's, and its market cap is about 3 times of US Steel's. Hyundai cars are made by Hyundai Motor. They surely are not quite Mercedes-Benz or even Toyota yet. The Hyundai chaebol can be loosely compared to GE, if you will. Of its plethora of babies, Hyundai Heavy Industries is the largest shipbuilder in the world.

Sometimes "cachet" can be quite deceiving. At the end of the day, it's revenue, profit, & market cap that count. For instance, very few people heard of a Brazilian company called Companhia Vale do Rio Doce. But do you know that its market cap is equal to the market caps of Dell & Texas Instruments combined?

One major thing Samsung Electronics has done right is trusting and promoting its young people. South Korean youths are quite possibly the best educated bunch in the world. Fledging businesses such as online gaming, where young people excel at, are thriving in South Korea.

A tidbit: LG Chocolate cell phone is hugely popular among young people. In Brazil, LG phones are considered of better quality than Nokia and Motorola. Don't know if LG can capture that buzz there though...

Going back to China. The old saying is that past performance isn't indicative of future result, which in this context means China may not be able to duplicate what it has done in the last 20+ years. However, very few realize the huge disadvantage China had had during most of that period: an important age group didn't have any college education. As it stands, the age group is gradually sliding out to retirement. My money is in the next 2 decades, China will have more upside surprises -- may not in the form of higher raw growth numbers but rather creating things like iPod, ideas like movies that capture the worldwide imagination... We shall see, I guess.

JXie - May 6, 2007 10:52 PM

Huawei is not a public company yet, so its owner structure is not public knowledge though Huawei calls itself "100% employee-owned". The others are publicly tradable so anybody can read through their filings.

Nxxxx, most of your posts are so retarded that I just don't have the interest to rebuff. So you are saying if someone wants to buy out either Lenovo Group Ltd. or Baidu.com, Inc. with significantly more money than either's total market cap, let's say $20 billion, approaches either BOD and the deal will be rejected? Man, you are dumber than I thought.

nanheyangrouchuan - May 7, 2007 12:20 PM

"So you are saying if someone wants to buy out either Lenovo Group Ltd. or Baidu.com, Inc. with significantly more money than either's total market cap, let's say $20 billion, approaches either BOD and the deal will be rejected? Man, you are dumber than I thought."

Apparently you don't understand the concept of "a controlling stake".

China Law Blog - May 7, 2007 9:44 PM

JXie --

Good point re China's education disadvantage in the last twenty years, though in some ways, and in some industries its youth may have been an advantage. Market cap counts, but profit margins count more and profit margins are often tied in with brand cachet. LG's chocolate is actually quite the hip phone for Seattle's tweeners right now.

China Law Blog - May 7, 2007 9:45 PM

JXie --

I concur with you, but let's play nice.

China Law Blog - May 7, 2007 9:57 PM

nh --

But you are not saying there is no price at which those companies can be controlled, are you?

JXie - May 8, 2007 11:24 AM

CLB, about brand cachet, profit margin & others:

A couple of companies come to mind, Coach & Louis Vuitton. My brain wavelength is just not in a range to know a good hand bag from a bad hand bag, or why a hand bag can cost thousands of dollars. LV charges a hell lot more than Coach, but LV (under LVMH) isn't necessarily better. LV's profit margin is somewhat higher (low-30% to Coach's mid-20%), but LV's growth rate is half of Coach's (low-10% to mid-20%). You can make a strong case that Coach is better than LV. It can't be quite confirmed by the market though since LV isn't a public company by itself.

Two Chinese examples: Huawei & Lenovo. Lenovo has gone a long way to try to appeal to the Western world. Even its CEO now is an American. Other the other hand, due to a host of issues, Huawei still can't quite crack the North American market -- one of which is its name that is difficult to be pronounced correctly for most native English speakers. Yet even without detailed knowledge of Huawei's financial data given it's still privately owned, it's beyond any doubt that Huawei is a far superior company than Lenovo financially, or in international expansion.

Yes, LG Chocolate sells well in the US too but the LG brand name isn't quite like Nokia or Motorola yet.

nanheyangrouchuan - May 9, 2007 2:51 PM

CLB:

What I am saying is that if you had the money (and board approval), you could buy a controlling stake in GE, AT&T, even BAE, Sony, Nokia, etc. You cannot buy such control in any publicly traded Chinese company. Not on the NYSE, not in London or HK. Beijing insists on controlling these companies out of paranoia about outsiders learning Chinese secrets and about controlling the Chinese poeple who founded and run these companies.

The Chinese gov't hasn't changed in thousands of years, don't think they are going to make a big conceptual shift in their behavior or thinking just because of globalization and capitalism...or some snotty stock traders.

China Law Blog - May 10, 2007 12:39 PM

JXie --

Coach is a really strong brand name and though their bags cost peanuts compared to LV bags, I'm guessing they sell for double a comparable quality no-name brand.

China Law Blog - May 10, 2007 12:43 PM

Adam Livermore --

You are right, but only to an extent. Samsung is easy to pronounce (or mispronounce) and to a somewhat lesser extent, so are Daewoo and Hyundai. But these are not three Chinese words and the Chinese company I was describing is not particularly well known in China either. I am not against a Chinese company keeping its name in the US, but there are definitely times where it has to, at least, be modified.

China Law Blog - May 10, 2007 12:45 PM

nh --

I agree with you that Beijing is not going to let someone like Carlyle come in and buy up Haier, but even that may eventually change. China itself chose to join the WTO and the repurcussions from that will continue to be felt.

Joseph Wang - May 10, 2007 2:38 PM

In China the term "State-owned enterprise" is a specific legal form, which neither Haier or Lenovo are. Both Haier and Lenovo are listed companies. The largest shareholder in both are "public" in Haier's case, it is the city of Tianjin and in Lenovo's case it is the Chinese Academy of Science (if I'm not mistaken).

Also the attitude of the government toward foreign takeovers changes from industry and industry. I'm sure that there would be a lot of alarms raised if a foreign company tried to buy a controlling stake in a high tech company like Lenovo (just like alarms would be raised if someone from China tried to get a controlling stake in IBM), but there are plenty of companies that the Chinese government is just begging people to buy out.

In the case of Baidu, I don't think a foreign buyout raise any issues, since any foreign company would have to comply with government regulations just as any domestic one's. Yahoo bought a 35% interest in Alibaba recently for example.

Finally saying that the shares are controlled by the CCP is misleading. The companies shared are owned by various parts of the Chinese government which have agendas that might be very different from the Politburo. In areas in which the Politburo does have an interest, they will exercise this power by having the State Council directly issue an administrative regulation than by using the shareholding power, which involves going through six or seven layers of bureaucracy with people having different interests.

Also it isn't true that state ownership is a requirement for public listing or IPO. China Merchants Bank and China Minsheng Bank both have majority non-state ownership and they were able to IPO and go public.

The other point is that a lot of American companies have substantial amounts of "state ownership" through the pension funds and public university endowments.

Joseph Wang - May 10, 2007 2:48 PM

Also, if you had the money and wanted to buy a public company you'd have to go through anti-trust and possibly national security review in any developed country. It would also be likely to be impossible to buy out a Japanese or German company since Japanese or Germans company are owned through a series of interlocking directorships with a bank involved.

Also not all of the Chinese banks are state-owned. China Merchants and China Minsheng aren't, and the CEO of China Merchants is quite publicly proud of that fact.

As far as the inability for China to change. The Chinese economy is very different now than it was five years ago, and it will be very different five years from now.

China Law Blog - May 13, 2007 8:12 AM

Joseph Wang --

Thanks for checking in and for clarifying. What you say jibes with my understanding.

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