The Hainan Opportunity
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HAINAN HONG KONG + DUBAI + SINGAPORE? Oliver Wyman’s Point of View 6 May 2021 CONFIDENTIALITY Our clients’ industries are extremely competitive, and the maintenance of confidentiality with respect to our clients’ plans and data is critical. Oliver Wyman rigorously applies internal confidentiality practices to protect the confidentiality of all client information. Similarly, our industry is very competitive. We view our approaches and insights as proprietary and therefore look to our clients to protect our interests in our proposals, presentations, methodologies and analytical techniques. Under no circumstances should this material be shared with any third party without the prior written consent of Oliver Wyman. © Oliver Wyman BASIC FACTS Key statistics of Hainan Key economic zones in Hainan province HAIKOU population 9 MN Positioned as center of Population of Switzerland or Austria conference and exhibition Qionghai Bo'ao 35,354 sq km Size of Belgium Wanning SANYA Tropical beach; Positioned EUR 71 BN GDP Other cities are still 0.54% of China as tourism destination comparatively under-developed GDP of Luxembourg International airport 1. Excluding Hainan resident travelling in Hainan; 2. As of 2020 Domestic airport Source: Hainan government announcement, Oliver Wyman analysis Major seaport © Oliver Wyman 3 A CRITICAL COMPONENT OF PRC GOVT’S DUAL CIRCULATION PLAN CONSUMPTION & RE-SHORING HAINAN MASTERPLAN • With economic growth slowing down, pushing consumer • As part of the grand plan, Hainan is set to become a full- spending has become even more critical for PRC government island free trade port (FTP) with systems in place by 2025, • Dual-Circulation has been set as a key economic driver in the fully matured by 2035 14th Five-Year Plan • Multiple programs are developed to accelerate re-shoring of consumption, incl. FTZ, CBEC + + 1 Policy framework for Hainan 6 4 Source: Government announcement © Oliver Wyman 4 THE GRAND MASTERPLAN “6+1+4” POLICY FRAMEWORK 1 6 4 Constructing Ensure facilitation in: Five aspects of Modern Industrial • Tax system • Trade freedom and • System • Social governance Investment facilitation Institutional • Capital flow (medical, finance ) • Rule of law system • Access for people + Construction • Risk prevention and • Transportation Safe and Orderly control system • Flow of data Flow of Data Modern service High-efficiency Tourism High-tech industry industry1 agriculture 1. Including medical and health, international finance, professional services, etc. Source: Hainan government announcement, Oliver Wyman analysis © Oliver Wyman 5 TURNING HAINAN INTO A WORLD CLASS TOURISM HUB , 23 hotel projects with Duty Free shopping Infrastructure Specialty travel total of 11,208 hotels • Expansion of offshore duty-free • Investment in transport • Designated destination for shopping targeting domestic doubled over the past 5 years medical/aesthetic, rural and travelers • 29+ hotel projects ongoing, cultural tourism • Haitang Bay Duty Free Shopping adding to the 122 hotels1 in • Positioned as a cultural hub for Center as the world’s largest 2020 One Belt One Road standalone duty-free shop 1. Those 122 hotels are star rated hotels Source: Chinese Government, National Bureau of Statistics, Oliver Wyman analysis © Oliver Wyman 6 HAINAN SAW ~50 MN CHINESE TRAVELERS IN 2020 AND EXPECTS TO WELCOME ~100 MN BY 2025 Chinese travelers to Hainan, 2019 – 2025F MN trips +10% 97 91 83 +17% of -19% 74 ~60% 67 2019 international travel scale (155MN) 62 54 ~2x 2018 Hong Kong scale (51MN) 19 20E 21F 22F 23F 24F 25F Source: Hainan Tourism Board, Oliver Wyman analysis © Oliver Wyman 7 A WELCOME ALTERNATIVE FOR PAST INT’L TRAVELERS, STUCK IN CHINA BECAUSE OF COVID Question: How many times have you been to Hainan in the past 12 months? % Chinese international travelers1 1 time 39% None 44% 3% 14% 2 times 3 times or more 1. Chinese aged 18+ who traveled internationally (including Macau, Hong Kong and Taiwan) in 2019 N = 2,000, weighted Source: Consumer survey, Oliver Wyman analysis © Oliver Wyman 8 2 YEARS OF ADVANTAGE BEFORE INTERNATIONAL TRIPS RECOVER TO 2019 LEVEL Number of outbound trips by Chinese travelers 2018-2024F, MN PAX Before COVID COVID Projection Back to baseline 51 51 +3% 47 48 47 42 44 39 40 39 39 39 40 36 35 35 33 25 17 18 13 10 6 3 0 1 2 2 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2018 2019 2020 2021F 2022F 2023F 2024F (150 MN) (155 MN) (20 MN) (20 MN) (89 MN) (174 MN) (192 MN) Source: Chinese traveler recovery dashboard (Apr 26) © Oliver Wyman 9 HAINAN IS HERE TO STAY EVEN WHEN INT’L TRAVEL RESUMES Willingness to travel to Hainan % respondents If borders are still closed… If borders are reopened… % willing to travel to Hainan as an alternative of international travel % respondents who ranked Hainan as their top 3 destinations Hainan travelers 98 2 48 52 Non-Hainan travelers 88 12 29 71 Unlikely Likely Others Top 3 destination Question: If travel ban is still in effect In the foreseeable future, how likely will you travel to Hainan as an alternative to international travel? Question: Assume the pandemic is fully under control and China has resumed travel with the entire world, what would be your top destination to visit? N = 2,000, weighted Source: Consumer survey, Oliver Wyman analysis © Oliver Wyman 10 SIMILAR IN POPULARITY AS HONG KONG Question: Assume the pandemic is fully under control and China has resumed travel with the entire world, what would be your top destination to visit? Top 3 locations, % of respondents who traveled internationally in 2019 41 40 35 33 28 25 25 24 21 14 12 Hong Kong Hainan Japan Western Singapore Korea Macau Australia / Thailand North Taiwan Europe New Zealand America vs. 20181 +23% +21% -13% -1% +13% +2% +14% +18% -5% +1% +3% N = 2,000; weighted; 1. Except Hainan (2019) Source: Consumer survey, Oliver Wyman analysis © Oliver Wyman 11 THE JOURNEY TO A FULL DUTY-FREE ISLAND HAINAN DUTY-FREE Launch of Resident Duty-Free • RMB 8K/year personal quota • Applicable for Hainan residents Increased to RMB 16K/year RMB 30K/year • Increased to 21 categories 38 categories personal quota personal quota • Details to be announced 2011 2012 2015 2016 2018 2020 2021 2025 Introduction of Offshore Duty-Free Relaxation of Offshore Duty-Free Full Island Duty-Free (Expected) • RMB 5K/year person quota • RMB 100K/year personal quota • Most products will be duty and tax free • 18 product categories • Increased to 45 categories • Removed most product-level quota restrictions 1. To be announced Source: State Council “Master Plan for the Hainan Free Trade Port “, expert interviews, Oliver Wyman analysis © Oliver Wyman 12 DUTY FREE: HOW BIG ? 30+ % Hainan duty free sales forecast of China luxury spending in 2030 ? 2019-2025F, BN EUR ~301 Bank of America projection in 2021 Q1, driven by: Latest gov. target is €8 BN (incl. • New licenses and malls , 5x CDFG, or 7x DFS duty-paid), duty-free est. to be • Entry of international suppliers €5-6 BN 2x • Price advantages 2020 sales from 4 DF stores • Potentially brands could operate their own in Hainan is €4+ BN with duty-paid e-commerce stores when Hainan becomes fully tax-free 14 Morgan Stanley projection in 2020 Q3 +102% 11 8 5 6 2 4 19 20 21F 22F 23F 24F 25F 1. Bank of America estimate Hainan total sales in 2025 to be EUR 33.34 BN, inclusive of duty-paid channels which amounted to 85% in 2019 Source: Bank of America, Morgan Stanley, Oliver Wyman analysis © Oliver Wyman 13 COMPELLING OFFERINGS IS THE BIG UNKNOWN. PENETRATION IS KEY Breakdown by key drivers1 2019–2025F +10% -19% +17% # of travelers in 91 97 74 83 Hainan2 67 54 62 (MN trips) +6 pts. +5 pts. +3 pts. 21% 17% 19% Penetration of 12% 16% Hainan duty free3 6% 8% +7% +19% +76% 1,280 1,360 1,030 1,120 1,200 Average spending 790 (EUR) 450 19 20 21F 22F 23F 24F 25F FX: EUR/RMB = 7.8: 1 1. Based on Morgan Stanley forecasts 2. The tourists number includes only tourists from outside Hainan (Hainan local tourist is ~20% of total tourists) which are unqualified for duty-free 3. Number of purchases as a % of number of travelers, multiple purchases in one trip are counted separately Source: Ministry of Commerce, Hainan tourism board, Morgan Stanley, Euromonitor projection, Oliver Wyman analysis © Oliver Wyman 14 MANY AFFORDABLE MODE OF TRANSPORT ALLOWING PEOPLE OF VARIOUS INCOME TO VISIT WITH EASE Hainan travelers by arriving transportation, 2019 Travel time and costs % of travelers Flight Ferry & train Self-driving & bus 11%~19% BEIJING 3 hr 45 min (EUR 250) Train is carried by ferry through the Qiongzhou Strait (between Hainan and 22%~25% 58%~65% Guangdong) SHANGHAI 2 hr 50 min (EUR 250) 5 trains (Departure station: Harbin [northeast], Changchun [northeast], GUANGDONG PROVINCE Shanghai, Beijing, Zhengzhou) HAINAN 1 hr 20 min from Guangzhou (EUR 230) 6+ hr from Zhanjiang (EUR 9) 1 hr from Xuwen (EUR 5) Source: Ctrip, Hainan Tourism Bureau, Oliver Wyman analysis © Oliver Wyman 15 ~70% OF INT’L TRAVELERS SEE IT AS A LONG-TERM SHOPPING PARADISE Preference for shopping when int’l travel resumes Top rationale for continue shopping in Hainan – Overseas vs. Hainan % respondents, by household income N = 2,0001 1 Lower travel expense 54% 29% 2 Better shopping experience 20% 3 Support for local tourism 13% 71% Hainan is posing a threat to Hong Kong and Korea as a world-class shopping paradise Revert to mostly overseas shopping Continue shopping in Hainan Question: Do you think you would substitute your overseas shopping with Hainan when travel resumes? 1. Weighted Source: Consumer survey, Oliver Wyman analysis © Oliver Wyman 16 THE REAL SIZE OF HAINAN IS STILL DEPENDENT ON BRANDS’ SUPPORT Comparison of Sanya CDF Mall and Hong Kong Harbour City1 Sanya CDF Duty Free Mall Hong Kong Harbour City Sales Area 72K sqm 185K sqm Sales Value 10.4 BN RMB (2019) 33.6 BN RMB (2018) # of Beauty Brands 58 323 # of Fashion & 196 335 Accessories Brands Selected Brands 1.