Nachhaltiger Erfolg in China Erfahrungen eines ... · Erfahrungen eines Automobilunternehmens mit...

Ulrich Walker / Daimler Northeast Asia

Nachhaltiger Erfolg in ChinaErfahrungen eines Automobilunternehmens mit den Herausforderungen im größten Automobilmarkt

März 1, 2012

Stuttgart, Deutschland

Ulrich WalkerChairman & CEO

Daimler Northeast Asia

Daimler NEA / Corporate Office 2

Content

Daimler Business Set-up in China11

33 Indigenous Innovation for Sustainable Growth in China

44 Daimler Innovation and China Future Strategy

22 Dragon Rising: An Inside Look at China Today


Beijing

Taiwan

Hong Kong

Fuzhou

Shenzhen

Korea

Mercedes-Benz (China) Ltd.

Equity: DAI 51% / LSH 49%

Product: MB PV wholesale

2005

Mercedes-Benz Auto Finance Ltd.

Equity: DAI 100%

Business: Financial Services

2005Daimler Northeast Asia Parts Trading & Services Co., Ltd.

Equity: DAI 100%

Business: Spare Parts Trading & Services

2008

Beijing Foton Daimler Automotive Co., Ltd.

Equity: DAI 50% / Foton 50%

Product: MHDT Auman Truck, OM457 Engine

2011

Fujian Daimler Automotive Co., Ltd.

Equity: FJMG 50% / DAI 34% / CMC 16%

Product: MB Vito/Viano, Sprinter

2007

Shenzhen BYD Daimler New Technology Co., Ltd.

Equity: DAI 50% / BYD 50%

Product: NjEV (2013)

2011

Mercedes-Benz Taiwan Ltd.


Product: MB PV & CV wholesale

2001

Mercedes-Benz Korea Ltd.


Product: MB PV wholesale

2002

Daimler Trucks Korea Ltd.

Equity: DAI 100%

Product: MB CV wholesale

2007

Daimler is the ONLY company in China that covers all automotive segments

Beijing Benz Automotive Co., Ltd.

Equity: DAI 50% / BAIC 50%

Product: MB C-Class, E-Class, GLK-Class

2005

Daimler Northeast Asia Ltd.

Equity: DAI 100%

Business: Investment Holding

2001

Equity: DAI 100%

Product: MB PV & CV wholesale

Mercedes-Benz Hong Kong Ltd.2005



Growth Potential of China (Daimler Business)

� Wholesale VolumePV / Trucks / Van[in thousand units]

� Wholesale Net RevenuePV / Trucks / Van[in million EUR]

� Headcount China

CAGR

+50%

CAGR

+55%

CAGR

+28%

31

2006 … 2011

1,414

2006 … 2011

~12,850

590

2006 … 2011

~2,000

~230



1S-Class & R-Class rank No.1 in

worldwide MBC ranking

200,000Another record year with sales

of almost 200,000 units in China

35Fast growing premium brand in

China with a 35% YoY growth

5,800Deliveries of around 5,800

units in China in the year 2011

91Nearly doubling sales with a 91%

growth compared to 2010

4The 4th largest market for

Daimler in 2010

5,800Deliveries of around 5,800

units in China in the year 2011

91Nearly doubling sales with a 91%

growth compared to 2010

4The 4th largest market for

Daimler in 2010

Daimler China Performance 2011

Mercedes-B

enz Trucks

Mercedes-B

enz A

uto Finance

Mercedes-Benz Cars

Mercedes-Benz Vans

1.8Portfolio increased to EUR1.8

billion in 2011

15.0MCG Penetration rate reached

15.0% in 2011

90Market coverage in close to 90

retail cities in China in 2011


5353 dealerships in operation by

the end of 2011

12,909Sales reached 12,909 units in

2011, a 43% growth over 2010

2China ranked No.2 for Viano in

worldwide MB Van ranking


Key to Success: Full Commitment to China

FJDA R&D CenterAuto Shanghai 2011BDNT Business LicenseOpen MB Arena

BBAC Engine Plant€2 billion investment MB Design StudioNew C-Class Launch Sprinter SoP at FJDA China Auto Academy

VDA 6.2 Certificate Supervisory Board Visit New CLS Launch

July 2011June 2011 July 2011July 2011 August 2011 September 2011

MofCom Approval Mr. Jia Qinglin HQ Visit

September 2011September 2011 September 2011 October 2011

GLK Job#1 at BBAC

November 2011 December 2011

Sustainability Dialogue Star Fund 1st anniversary

May 2011February 2011January 2011 April 2011 May 2011 June 2011



Content






China: History and Transformation

Dragon Rising: An Inside Look at China Today22

1949

New China Established,

Economy Started

1978

Reform & openness,

Economy transferred

1992

Market economic

Mechanism be set up

2001

Joined WTO, integrated

into the global economy

2008

Stimulus package

against financial crisis

……‘55 ‘78 ‘80 ‘85 ‘90 ‘95 ‘00 ‘05 ‘10 ‘11

61 units 149 222 443 5091,452

2,068

7,707

18,418Automotive Production Volume- in thousand units -

Source: National Bureau of Statistics of China

China Economic Growth: GDP Growth Rate (in %)

9.1

12.714.2

9.6 9.2 10.3 9.210.010.111.3

8.3

01 02 03 04 05 06 07 08 09 10 11


China Government Intervention

9 Standing Members of the Politburo Standing Committee

(PSC) of the Communist Party of China

Sizable government subsidies(Stimulus package)

Tax exemptions & incentives

Promising Domestic Demand

Significant leaps with infrastructure

Policy formulation & changes

NDRC clustering control

Restraint of trade & investment

IPR protection / Piracy


�☺

Communist Party of China leadership faces the toughest

management task on earth

Ministries and Commissions

of the State Council

(NDRC, MofCom, MIIT, etc)

Municipalities, Provinces,

Autonomous Regions, Special

Administrative Regions

The State Council

National People's Congress (NPC)

Central Committee of the Communist Party of

China (CCCPC)

9 Members of Standing Committee&

Political Bureau of CPC Central Committee

Ministries and Commissions

of the State Council

(NDRC, MofCom, MIIT, etc)

Municipalities, Provinces,

Autonomous Regions, Special

Administrative Regions

The State Council

National People's Congress (NPC)

Central Committee of the Communist Party of

China (CCCPC)

9 Members of Standing Committee&

Political Bureau of CPC Central Committee


124

234

427

450

505

563

9India

China

Brazil

Russia

USA

Japan

Germany

Italy

China Auto IndustryGreat potential for future growth

Regional Differences

Middle

WestEast

Source: China State Statistics Bureau


Urbanization

47.5%End of 2010

51.5%End of 2015

��

10Cities, population > 10 million



>

~

Low Car Density

Car per 1000 people

(in units, as of 2010)

990

548

295

5,949

2,554

1,348

26,005

6,016

11,670

‘90 ‘95 ‘00 ‘05 ‘10


GDP Growth in East, Middle and West

(1990 – 2010, in billion RMB)

~40


New Consuming Power supports Innovation

Source of Wealth

Source: Chinese snap up luxury products, China daily.com

Chinese Millionaire – A General Profile

…30% are female

…is 39 years old

…full 15 years younger

than their Western

counterparts

In 2011, according to Hu Run wealth list, the average

wealth of top 1000 entrepreneurs is 5.9 bil. RMB, up

20% from last year. Their average age is 51.

Chinese people spend…

• $7.2 bil. abroad on luxury goods during this

Spring Festival, up 29%

• RMB 14 bil. on designer handbags

• RMB 12 bil. on accessories

“ Chinese people buying high-end

products, including cell phone, is a way

of showing off their status, identity and

being noticed “

High-end products have a bright future…

China …

• has already become the largest

consuming country for Swiss watch

• has already become the second largest

luxury market worldwide

• is the world's largest mobile phone

market, and Apple's second-biggest

market



Content






China Economy and DevelopmentLead the growth among major world economies in 2011

China Today:

• 975.3Mio. Cellphone Carriers;

• 513.1Mio. Internet Users;

• 149Mio. Weibo (microblog) active visitors;

• 187Mio. Online Shoppers;

• 76.4% Searches through Baidu.com.

Innovation-oriented Country:

China will embark on a new path of innovation with

Chinese characteristics, the core of which is to adhere

to innovation, seek leapfrog development in key areas,

make breakthroughs in key technologies and common

technologies to meet urgent requirements in realizing

economic and social development.

(Hu Jintao at 2006 National S&T Conference)

Informationalization in social life (till 2010):

• 975.3Mio. Cellphone Carriers;

• 513.1Mio. Internet Users;

• 149Mio. Weibo (microblog) active visitors;

• 187Mio. Online Shoppers;

• 76.4% Searches through Baidu.com.

Infrastructure related achievements (till 2010):

• 91,178 Km Railway Mileage;

• 85,000 Km Highway Mileage;

• 2,765,147 Km Total Mileage of Civil Aviation Routes;

• 6,113 Mio. Tons Coastal port cargo throughput;

• 55.89 Mio. Units Car Parc


iResearch Consulting Group

Indigenous Innovation for Sustainable Growth in China33


Innovation Performance“Science and technology are primary productive forces”

Gross Domestic Expenditure on R&D

GERD (in billion RMB)

GERD/GDP (%)

245

300

371

462

580

706

1.321.39 1.4

1.47

1.761.7

2005 2006 2007 2008 2009 2010

State High-Tech Development Plan (863 Program)

“Independent Innovation, Focused Development”

Key Innovation Field:

1. Information technology

2. Biotechnology and medical technology

3. New materials technology

4. Advanced manufacturing technology

5. Advanced energy technology

6. Resources environment technology

7. Marine technology

8. Modern agricultural technology

9. Modern transportation technology

10.Earth observation and navigation technology

Source: The Ministry of Science and Technology of China



Innovation Performance: Major Achievements

Telecommunication Technology High-speed Railway

Aerospace Science and Technology Aviation Technology



China’s improving IPR landscape


Actual situation on the Chinese IPR landscape Future actions for a stronger IPR

landscape

+22%

+29%

In China…

•Dramatically increasing number of patent and trademark applications

•Fast increase in the number of court cases

Admitted cases YoY +25.49%

closed cases YoY +29.73%

•Foreign litigants involved cases reduced to 4.46% - it indicates that more and more Chinese sue Chinese because of IP infringement

•Newly established IPR regulations and strategies

The Chinese government ….

• gives incentives to stimulate independent innovation by Chinese enterprises

• will strengthening its future IPR landscape in 7 core fields (12th Five Year Plan)…

2003 2005 2007 2009 2011

Patent applications

Trademark applications

IP applications: China vs. Germany (in k units)


Content






Innovation in Technology and Business

Further optimization

of combustion engine

Increase efficiency

with hybridization

Emission-free driving

(battery-electr./fuel cell)

Car2go: Intelligent concept for up-to-date mobility

Paris Vienna San Diego

Sustainable mobility for the future

Daimler Innovation and China Future Strategy44


Daimler’s R&D Institutions in China

19

Beijing

Shanghai

Shenzhen

Mercedes-Benz AdvancedDesign Center of China

Focus : Advanced design

of MB automobiles

2011

Mercedes-Benz Research & Development China (GRPCN)

Focus : Advanced engineering,

Group Research,

2011R&D Center of Beijing Benz Automotive Co., Ltd.

Focus: Local produce for MBPV

2011

Mercedes-Benz SIM Technology Co., Ltd.

Focus : R&D and services in auto

electronics and electronic

packaging

2000Shenzhen BYD Daimler New Technology Co., Ltd.

Focus: NjEV (2013)

2011

R&D Center of Fujian Daimler Automotive Co., Ltd.

Focus: R&D for Local Van produce

2011MBC Engineering SupportingOffice (ESO)

Focus : Support for localized MB

products in China

2006

R&D Center of Beijing Foton Daimler Auto

Focus: R&D for CV

2011

R&D in JV

R&D within Daimler

Fujian



Innovation Initiatives with Partners


Daimler China Automotive Academy

Mercedes-Benz F-CELL World Drive in China

Telematic & Infotainment

Mercedes-Benz Safety Workshop

Nachhaltiger Erfolg in China Erfahrungen eines ... · Erfahrungen eines Automobilunternehmens mit...

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