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RÉUSSIR Aux Philippines Les Philippines: Une Plate-Forme Vers Les Pays Asiatiques, Une Position Géographique Stratégique

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RÉUSSIR Aux Philippines Les Philippines: Une Plate-Forme Vers Les Pays Asiatiques, Une Position Géographique Stratégique Pour les PME françaises Affaire ou ne pas faire COMMENT... RÉUSSIR aux Philippines Les Philippines: une plate-forme vers les pays asiatiques, une position géographique stratégique. AVANT-PROPOS 3e édition, été 2015, réalisée par Michel Hermelin, Vice-Président de la section des CCE des Philippines ; les effectifs pris en compte pour la section sont ceux existant au 1er octobre 2015. Les Philippines sont certainement un des pays d’Asie le plus facile à aborder à cause de sa proximité culturelle avec l’Occident : • Ancienne colonie espagnole pendant plus de 300 ans, le pays est de tradition catholique et des traces de la culture latine y sont encore vivaces. • Ancienne colonie américaine pendant 50 ans : on peut se faire comprendre partout en anglais. L’influence chinoise est très importante dans plusieurs secteurs d’activités. Une minorité musulmane existe en particulier dans la région de Mindanao. La main d’œuvre y est abondante, flexible, bien formée et ses coûts sont stables. Les Philippines se distinguent des autres pays d’Asie par la qualité de son accueil et une très bonne qualité de vie : les services y sont de bonne qualité et particulièrement bon marché. L’église espagnole de Batanes construite au XVIIIe siècle Monument de l’île de Leyte, qui symbolise J.P. RIZAL, héros national le retour des armées américaines aux (19 juin 1861 - 30 décembre 1896) Philippines le 20 octobre 1944 - 1 - Makati, Centre des affaires Un «Jeepney» Glorietta 2 mall Ile de Boracay Station Total de Cabuyao - 2 - Données géographiques Superficie 343 448 km² Capitale Manille Villes principales Manille, Cebu, Davao Langues officielles pilipino, anglais Langue juridique anglais Langues courantes tagalog (pilipino), anglais Monnaie Peso philippin (PhP) Fête nationale 12 juin Données démographiques (2014) Population 100,1 millions Taux de fécondité 3 enfants par femme Espérance de vie 71,6 ans Taux d’alphabétisation 95,4% catholiques 81%, protestants évangéliques 11%, Religions musulmans 5%, bouddhistes et autres 3% Age médian 23 ans (Plus de 34% de la population a moins de 15 ans) - 3 - SOMMAIRE INTRODUCTION AU MARCHE PHILIPPIN 6 • PRINCIPALES DONNÉES ÉCONOMIQUES EN 2014 6 • COMMERCE EXTÉRIEUR FRANCE - PHILIPPINES 2013 7 • COMMERCE EXTÉRIEUR FRANCE - PHILIPPINES 2014 8 • LES GRANDS SECTEURS DE LA VIE PUBLIQUE 9 CONSEILS A UNE PME POUR REUSSIR AUX PHILIPPINES 10 • DISPOSITIF DE SOUTIEN EN FRANCE 10 • DISPOSITIFS DE SOUTIEN AUX PHILIPPINES 11 ✓ Les Organismes officiels français : 11 ✓ Les CCE 12 ✓ La Chambre de Commerce Française 16 • LA PRATIQUE DES AFFAIRES DANS LE PAYS 17 SECTEURS DE COMPÉTENCE DE LA SECTION DE MANILLE DES CCE 22 • Liste des CCE présents aux Philippines, classés par spécialité 22 • Documents : contributions des CCE installés aux Philippines 23 ✓ Les services et le BPO aux Philippines 26 ✓ La consommation et la distribution aux Philippines 29 ✓ L’énergie aux Philippines 33 ✓ La construction, les normes et les économies d’énergie dans les bâtiments 37 ✓ Le Tourisme et l’Hôtellerie aux Philippines 41 ✓ Le transport et le dédouanement aux Philippines 45 ✓ Le Transport Aérien, et l’Industrie Aéronautique 49 ✓ Secteur des Infrastructure 54 - 4 - Pays des contrastes » Makati, centre des affaires de Manille » Une des nombreuses plages de l’archipel - 5 - INTRODUCTION AU MARCHE PHILIPPIN PRINCIPALES DONNÉES ÉCONOMIQUES EN 2014 (SOURCE: BANQUE MONDIALE) 284,6 Mds USD dont Agriculture (12 %), PIB Industrie (33 %), Services (55 %) PIB/Habitant 2.843 USD Taux de croissance + 6,1 % Taux d’inflation + 4,1 % 6,4 % (avril 2015, National Statistics Taux de chômage Office of the Philippines) Déficit budgétaire /PIB 0,6 % du PIB Dette publique 45,4% du PIB Exportations 62,1 Mds USD Importations 65,4 Mds USD Solde commercial -3,3 Mds USD Etats-Unis (14 % des exportations), Principaux clients (2012) Japon (19 %), Chine (12 %), France (moins de 0.9%) Etats-Unis (12% des importations), Principaux fournisseurs Japon (10.7 %), Chine (11 %), Taiwan (2012) (8 %), Thaïlande (5.7 %), France (1.6 %) Communauté française aux Philippines: 4500 Communauté philippine en France: 80.000 - 6 - COMMERCE EXTÉRIEUR FRANCE - PHILIPPINES 2013 CHIFFRES CLÉS Source: Conseiller économique Rang des Philippines 2012 2013 Exportations 1.459 + 48,3% ème ème françaises (M€) Clients de la France 53 46 Importations Fournisseurs ème ème 428,7 –10,3% 71 71 françaises (M€) de la France Excédents 23ème 10ème Solde 1.030 + 111% de la France Excédents de la France (Md€) Exportations Excédent (+) ASEAN 1. Royaume Uni 8,7 françaises (M€) ou Déficit (–) 2. Hong Kong 4,3 Singapour 5.400 +2.318 3. EAU 2,7 Malaisie 2.580 +646 4. Singapour 2,3 Thaïlande 2.400 +216 5. Australie 1,7 Indonésie 1.600 +52 6. Algérie 1,6 Philippines 1.500 +1.030 7. Grèce 1,6 Vietnam 703 –2.084 8. Brésil 1,3 9. Liban 1,2 10. Philippines 1,03 Exportations françaises vers les Philippines Rang M€ Evolution par grands produits Avions 1 969,6 +112,7% Composants électroniques 2 142,6 –6,7 Produits pharmaceutiques 3 53,7 –1,4% Viandes 4 34,5 –1,9% Lait, fromages 5 20,6 –9,3% Instruments de mesure/navigation 6 13,7 +25,8% Produits amylacés 7 12,8 –9,9% Equipements de froid industriels 8 11,1 +969% Produits chimiques 9 11,7 –16,1% Papiers et cartons 10 9,8 +99,4% Plaques, feuilles, tubes, profilés plastiques 11 8,2 +200,8% ... Automobiles 15 6,8 +41,6% - 7 - COMMERCE EXTÉRIEUR FRANCE - PHILIPPINES 2014 CHIFFRES CLÉS Source: Conseiller économique Rang des Philippines 2013 2014 Exportations 1.895 +30% Clients de la France 46ème 40ème françaises (M€) Importations Fournisseurs ème ème 439 -3,6% 71 68 françaises de la France Excédents 10ème 9ème Solde 1.456 +41,3% de la France Exportations ASEAN Evolution Sode (M€) Singapour 5.035 -7,2% +2.250 Malaisie 2.388 -7,7% +561 Thaïlande 1.372 -42% -915 Indonésie 1.660 +3,4% +131 Philippines 1.895 +30% +1.486 Vietnam 764 +8,6% -2.280 Exportations françaises vers les Philippines par Rang M€ Evolution grands produits Avions 1 1.437 +48% Composants électroniques 2 87 -40% Produits pharmaceutiques 3 61 +13% Viandes 4 48,7 +41% Lait, fromages 5 28,9 +40% Autres produits chimiques 6 22,7 +112% Papiers et cartons 7 13,2 +34,6% Produits amylacés 8 12,5 -1,5% Matières plastiques 9 10 +21,2% Instruments appareils de mesure 10 9,9 -27,7% Véhicules automobiles 13 5,77 -16,2% - 8 - LES GRANDS SECTEURS DE LA VIE PUBLIQUE Malgré les catastrophes naturelles récentes de l’année 2013, les Philippines sont en plein retournement de tendance : • Politique : C’est l’élection de Benigno Aquino, en mai 2010, qui a marqué le début du retournement. Les effets ne s’en pas fait sentir immédiatement, mais actuellement (été 2015) les résul- tats sont tangibles ; finances assainies, PIB en hausse, des effets commencent à se faire sentir dans tout le pays. Les prochaines élections présidentielles se tiendront en mai 2016 et le gouvernement actuel tente de lancer des projets très impor- tants en utilisant la procédure des PPP, ce qui va donner un coup d’accélérateur à toute l’économie. Reste l’incertitude liée aux résultats des prochaines élections, mais les experts semblent confiants. • Santé : les médicaments y sont trop chers compte tenu du faible revenu d’une large partie de la population. Une augmentation des crédits du planning familial a été demandée par le gouverne- ment, en dépit de l’opposition de l’église catholique. • Education : la croissance du budget de l’éducation a permis une augmentation de 2 ans de la durée de la scolarité. Mais l’en- seignement de l’anglais recule, les professeurs étant attirés par les centres d’appel qui paient mieux. • Justice : Le système judiciaire est peu performant. Les actions en justice trainent souvent en longueur. La contrefaçon reste un vrai problème. Mais le gouvernement peut se targuer de premières réussites dans le domaine de la corruption. En conclusion, l’image des Philippines s’est remarquablement redressée dans le monde et en particulier en France : le voyage du président de la république française, en février 2015, a concrétisé le rapprochement entre les deux pays et notamment le renforcement des échanges économiques. - 9 - CONSEILS A UNE PME POUR REUSSIR AUX PHILIPPINES DISPOSITIF DE SOUTIEN EN FRANCE En France, contacter la chambre de Commerce proche de votre entreprise, ou bien : L’UCCIFE 1er réseau français d’entreprises, avec plus de 30 000 membres L’Union des CCI Françaises à l’Etranger regroupe et anime 112 Chambres de Commerce et d’Industrie Françaises à l’Etranger (CCIFE) soit 157 implantations dans 82 pays. Association loi 1901, l’UCCIFE est reconnue d’utilité publique de- puis 1939. Au service des CCI Françaises à l’étranger Fondée en 1907, l’UCCIFE rassemble, représente, coordonne et développe le réseau des CCI françaises à l’étranger. Plus de détails à : http//www.ccifrance-international.org CONTACTS UCCIFE Adresse à Paris : 46 avenue de la Grande Armée | CS 50071 | 75 858 Paris Cedex 17 Tél : 33 1 40 69 37 60 (standard) Fax : 33 1 40 69 37 83 - 10 - DISPOSITIFS DE SOUTIEN AUX PHILIPPINES 1. Les Organismes officiels français : • Le Conseiller économique • Business France Conseiller économique : Gilles Vernet Ligne directe : +63 2 811 10 34 Tél. mobile : +63 917 852 0714 Service Economique : SE de MANILLE Adresse : Rufino Pacific Tower - Units 34 A & B, 6784 Ayala Avenue Makati City MANILLE PHILIPPINES Téléphone : +63 2 811 10 01 Fax : +63 2 811 10 33 Site Web : https://www.tresor.economie.gouv.fr/pays/philip- pines Email : [email protected] Business France : Stéphane Perchenet Adresse : 34/F Rufino Pacific Tower 6784 Ayala Avenue cor. Rufino St., Legaspi Village, Makati City Téléphone : +63 2 811 10 01 to 04 Fax : +63 2 911 10 33 Site Web : www.businessfrance.fr Email : [email protected] - 11 - 2.
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