4 2004/2005 Global Retail & Consumer Study from Beijing
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China China 4 2004/2005 Global Retail & Consumer Study from Beijing to Budapest PricewaterhouseCoopers China ECONOMIC OVERVIEW After two decades of market reform first instigated by China’s GDP evolution (1992-2003) Deng Xiaoping 20 years ago, China has become the world’s second-largest economy by purchasing power 4000 40.0% parity. Since joining the World Trade Organization 2000 35.0% 30.0% (WTO) in 2001, China has been gradually liberalizing 0000 25.0% and expanding its market, creating tremendous 8000 20.0% opportunities for both domestic and foreign investors. 6000 15.0% rate Growth RMB billion 4000 10.0% GDP AND CPI 2000 5.0% 0 0.0% 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 Notwithstanding the outbreak of Severe Acute Year Respiratory Syndrome (SARS), China achieved real Source: China Statistical Yearbook 2003 GDP growth of 9.1% in 2003. From 1992 to 2003, China’s GDP has grown at an average annual rate of The CPI increased by an annual average rate of 1.2% 15.5%, increasing fivefold since 1992. in 2003, after a marginal decrease in 2002 of 0.8%, mainly due to price rises in food, services items, housing, fuels and utilities. Official estimates put inflation for 2004 at an average of 3.2% as the government acts to cool investment levels to prevent the economy from overheating. Area (‘000 sq km): 9,600 (US 9,600 – EMU 2,500 – World 133,700) Capital: Beijing Population (million): 1,280 (US 288.4 – EMU 305.5 – World 6,200) GDP (USD billion): 1,300 (US 10,400 – EMU 6,600 – World 32,300) GNI per capita (USD): 960 (US 35,400 – EMU 20,320 – World 5,120) Currency: Chinese Yuan Renminbi (CNY or RMB) Languages: Standard Chinese or Mandarin, Yue (Cantonese), Wu (Shanghaiese), Minbei (Fuzhou), Minnan (Hokkien-Taiwanese), Xiang, Gan, Hakka dialects, minority languages (see Ethnic groups entry) Main religions: Daoist (Taoist), Buddhist Government type: Communist state PricewaterhouseCoopers 2004/2005 GlobalRetail Retail & & Consumer Consumer Thought Study from Leadership Beijing toStudy, Budapest 2004 5319 China UNEMPLOYMENT ECONOMIC FORECASTS China’s official urban unemployment rate was 4.2% in Fixed asset investment, particularly the State sector, is September 2003. However, this figure does not include one of the driving forces of economic growth in China. displaced rural migrants, laid-off workers who have However, recognizing that rampant investment is labor contracts with their former state-owned threatening the economy, the central government has employers, or new graduate and young people been taking measures to moderate investment flows entering the work force. Overall urban and rural and to maintain a stable growth. At the same time, the unemployment could therefore be much higher. At the government is focusing efforts on stimulating domestic same time, more laborers are withdrawing from the consumption as the key driver for sustained economic work force due to dismal prospects in the job market – growth. Some economists estimate that the Chinese most of the jobless are low-skilled workers engaged in economy will grow at an annual rate of 7-8 % from traditional sectors. Moreover, private enterprises also 2004 to 2008. The robust performance in export in face greater pressure to rationalize their operations to 2003 is set to continue as the outlook for the world be more efficient to fend off increasing foreign economy becomes more positive. Growth in private competition. Urban unemployment is targeted to stay consumption will lag behind overall economic growth, below 5% in the tenth Five-year Plan period. In 2004, but it is likely to pick up and contribute steadily to the government is planning to create nine million new continued growth in the future as disposable jobs as a means to defuse the potential threat to social incomes rise. stability posed by rising unemployment. REGULATORY ENVIRONMENT FOREIGN DIRECT INVESTMENT On 16 April 2004, the Ministry of Commerce issued the MOFCOM Notice (2004) No.8 “Administration In 2003, China overtook the US as the largest recipient Measures for Foreign Investment in Commercial of foreign direct investment (FDI). FDI in 2003 Sector” providing further relaxation for foreign amounted to USD53.5 billion, a 1.4% increase from participation in retail and wholesale industries. 2002. 39% of FDI was attributed to investments from Major relaxations brought about by the Notice are: Hong Kong and Taiwan, while investments from the US, Japan and Korea amounted to 26%. A major part • Lower registered capital requirement: The of the total FDI was channeled into manufacturing with requirements are set to align with those stipulated a focus on labor-intensive, low-tech export in the Chinese Company Law, which are manufacturing projects. With the substantial substantially lower than the WTO commitment. The liberalization of China’s service sector by December minimum registered capital for setting up a 2004, it is expected that more FDI will go to the wholesale enterprise is RMB500,000 and service sector. RMB300,000 for a retail enterprise. Regulations governing the retail and consumer sector • Elimination of prerequisites for foreign investors: and its relaxation There will no longer be any requirements on annual sales and asset value on foreign investors (except In accordance with the World Trade Organisation for selected goods like motor vehicles) in order to (“WTO”) market access timetable, foreign enterprises enter China’s retail & consumer sector. are allowed to set up wholly foreign-owned enterprises (“WFOE”) to engage in retail and wholesale activities • Granting of import and export right: The WFOE set by 11 December 2004. Most restrictions on equity, up under the Notice will have full import and export geography, number of service suppliers will be rights. eliminated by then. 204 2004/2005 Global Retail & Consumer Study from Beijing to Budapest PricewaterhouseCoopers China • Removal of geographical restrictions: All restrictions Shanghai Waigaoqiao FTZs, have set up logistics parks on the locations for operating wholesaling and and repositioned themselves as logistics and retailing activities will be removed at the end distribution hubs in order to attract foreign of 2004. investments. • Expansion of business scope: The business scope PROPERTY / REAL ESTATE REGULATIONS has been expanded so that a single WFOE can engage in different distribution activities including In China, all land is owned by the State, but individuals, wholesaling, retailing, franchising and commission including foreigners, can hold long-term leases for the agency services upon approval. right to use land and property. Real estate transactions take place in the form of transfer of the right to use Major hurdles of investing in retail and wholesale land. One can acquire the right to use land from the industries for foreign investors will therefore be government for a fixed term and must use the land for removed. the purpose specified in the land-grant contract. Granted rights have approximate true title, i.e. the rights Closer economic partnership arrangement can be leased, mortgaged or transferred in the open market. The rules governing real estate business On 29 June 2003, the China government signed the conducted by foreign investors consist of two levels, the Closer Economic Partnership Arrangement (CEPA) with central government and local authorities. The most the government of the Hong Kong Special notable rules regulating land administration are the Law Administrative Region. CEPA permits earlier access for of Land Administration, the Interim Rules on Sale and Hong Kong companies and service providers to the Transfer of State Land’s Use Rights in Cities and Towns mainland market, ahead of China’s WTO timetable by and the Regulations on Development and Administration way of lifting customs tariff for Hong Kong exports, of Tracts of Land by Foreign Investors. liberalizing market access and lowering investment thresholds for Hong Kong companies. For some OTHER REGULATIONS industry sectors, CEPA offers concessions extending beyond China’s WTO commitments. With its accession to WTO, China has been reviewing laws related to foreign trade to make its legal system Companies in Hong Kong can start to set up WFOE consistent with its WTO commitments. In many areas engaged in retailing and wholesaling on 1June 2004 regulated by WTO rules, such as service, provided that they have obtained the CEPA Hong Kong telecommunications and market monopoly, China has Service Supplier certification in accordance with the to promulgate the necessary laws and regulations. In requirements of CEPA from the Hong Kong Trade and other areas such as foreign investment, customs, Industry Department. intellectual property protection, foreign trade, China has been modifying existing laws, regulations and rules Free Trade Zone trading companies to ensure conformity with WTO requirements. In addition to the necessary changes in its body of laws Largely due to the heavy restrictions imposed in this and regulations, China is also making efforts to ensure sector before the full liberalization by 11 December that all laws and regulations are applied and 2004, foreign investors use different ways to carry out administered in a uniform and fair manner. their distribution businesses in China. One of the most common distribution models in China is setting up A major legal step has been taken in the recent wholly owned trading companies in some of the 15 amendment to the Foreign Trade Law, which has come free trade zones (FTZs), including Shanghai into force on 1 July 2004. Among other amendments, Waigaoqiao and Shenzhen Futian FTZs. It is expected the revised law removes the restrictive qualifications that with China’s full market liberalization by the end of for foreign trade operators and provides a level 2004, the attractiveness of FTZs as the only trading playing-field in foreign trade. Moreover, the revised platforms may minimize because foreign companies law adds three chapters about investigation into unfair can set up trading and distribution companies without practices, trade dispute remedies and protection of geographical restrictions.