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Wal-Mart in China

Wal-Mart in China. Andrew Berman Gesche WaiYi Haas. Overview. Company profile 公司簡介 Wal-Mart enters Chinese market 沃爾瑪進入中國市場 Good government relations – a crucial factor for success 與中國政府保持著良好的關係 ---- 成功的一個關鍵因素 . Wal-Mart‘s impacts on China‘s economy 沃爾瑪對中國經濟的影響

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Wal-Mart in China

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  1. Wal-Mart in China Andrew Berman Gesche WaiYi Haas

  2. Overview • Company profile 公司簡介 • Wal-Mart enters Chinese market 沃爾瑪進入中國市場 • Good government relations – a crucial factor for success 與中國政府保持著良好的關係----成功的一個關鍵因素. • Wal-Mart‘s impacts on China‘s economy 沃爾瑪對中國經濟的影響 • Wal-Mart & the US China trade deficit 沃爾瑪與中美貿易赤字 • Labor Unions 工會 • Adapting to the market and impacting the Chinese 適應市場與對中國人的影響

  3. Wal-Mart • Founded 1962 1962年成立 • World‘s largest retailer 世界上最大的零售商 • Core principal 核心價值

  4. Wal-Mart enters China • Wal-Mart opens first store in Shenzhen August 1996. Since 2000: Accelarated expansion 1996年沃爾馬在深圳開了第一家零售店.從2000年起加速其在中國的擴張. • Wal-Mart can partly be described as local retailer. 沃爾馬可以被不完全的形容為一家地方的零售商 • In 2004, Wal-Mart procured 18 Billion USD worth of merchandise at the Shenzhen procurement center: China as factory of the world 在2004年,沃爾馬在深圳獲得了價值180億的商品:中國世界工廠的地位. • Reliance on the Chinese market 對中國市場的依賴.

  5. China: not just providing products but also customers • Probable slowing growth in the US prompts Wal-Mart to explore new markets. 在美國可能發生的增長變慢是促使沃爾馬開拓新市場的原因. • China with its vast population of 1.3Billion is also the fastest growing economy in the world with a GDP growth rate of around 9.4%, and a total of $6 trillion in total retail spending in 2004 13億人口的中國是世界上經濟增長最快的國家,GDP增長率接近9.4%/年.2004年中國的零售總支出為6万億. • In US market Wal-Mart stores serve 30,000-50,000 residents compared to 200,000-300,000in China. 在美國市場沃爾瑪的客戶群是30,000-50,000的美國居民爾在中國客戶群人數則是: 2000,000-300,000

  6. Smooth government relations due to various factors: • Wal-Mart benefits China by, providing jobs and contributing to the GDP. 沃爾瑪為中國創造了工作機會並對GDP的增長創造了機會. • Wal-Mart operates in the less strategic retail sector (vs for e.g. Banking system, Information Systems, Telecommunications etc). 沃爾瑪活動的領域相對於銀行,信息以及電子通訊領域來說,數於 戰略性較低的零售領域. • Government increasingly more relaxed towards foreign entrants into the market as a result of China joining the WTO. 中國加入WTO的一個結果是中國政府對外國投資者的態度越來越寬鬆.

  7. Wal-Mart has a more positive image in China than in America. 沃爾瑪在中國的形象比在美國正面. • The more products Wal-Mart procures from China the more jobs will be created. 沃爾瑪在中國獲得的產品越多,能為中國創造的工作機會也越多. • Now opening stores in economically less developed Middle and Western parts of China. 其現在的做法是在經濟相對落後的中國中西部開設零售店 • Even after WTO entrance Wal-Mart wants to keep Chinaas its joint venture partner. 即使在其加入WTO之後,沃爾瑪希望保持與中國,合資企業合夥人的關係.

  8. Difficulties for central government to control local authorities 中央政府控制地方勢力的困難 • From the start Wal-Mart made sure it complied with all Central Government laws. 從一開始,沃爾瑪就保證會遵守所有的中央政府制定的法律. • Carrefour signed contracts with local governments before obtaining the Central Government‘s approval. 爾家樂福則是再取得中央政府的肯定前,先與地方政府簽定了合同.

  9. Indicators for good government relations 良好的政府關係的指標 • In 2003 Wal-Mart and the Chinese government both presented the same argument in the Five Rivers Electronic Innovations dumping case. 在2003年,沃爾瑪與中國政府對於”五河電子新技術傾銷案” 發表了同樣的立場聲明. • SARS 2003, Wal-Mart influenced the Chinese Government actions. 2003年非典期間,沃爾瑪影響了中國政府的行動. • On September 30, 2004, Mr. Joe Hatfield, Senior Vice President of Wal-Mart Stores, Inc., President & CEO of Wal-Mart Asia, was honored the 2004 Friendship Award by the State Administration of Foreign Experts Affairs in the Great Hall of the People 2004年9月30日,沃爾瑪公司的副總裁,亞洲區總裁兼CEO在人民大會堂被中國外交部授于友誼獎

  10. Wal-Mart‘s impacts 沃爾瑪的影響 • Wal-Mart‘s entrance into China fosters modernization of Chinese retail sector. 沃爾瑪進入中國助长了中國零售業部門的現代化. • Survey by McKinsey & Co.: by adopting Wal-Mart’s strategies alone, domestic retail enterprises have increased their efficiency by 30-50% since 2000. 根據麥肯錫的調查:從2000年開始,國內的零售企業光因為採用沃爾瑪的商業策略,就增加了30-50%的效率. • Currently normal market shares for supermarket chains in China do not typically exceed 1% 目前中國本地的連鎖超市所佔的市場分額不超過1%

  11. Wal-Mart & the US China trade deficit • If Wal-Mart were a country, it would be China’s sixth largest export market and eight largest trading partner. 如果沃爾瑪是一個國家,那它就是中國第六大出口市場以及第八大貿易夥伴. • 2004: Merchandise from its global procurement center in Shenzhen - only 10% of merchandise that Wal-Mart sells in the United States and worldwide 2004年沃爾瑪在其深圳全球采购中心获得的商品中只占其銷往美國和世界上其他地方的商品的10%. • Procurements from China for Wal-Mart are expected to increase from 10% to over 20% within five years 在五年內, 中國市場提供的商品將從10%增加到20%

  12. Labor Unions • Also in China does Wal-Mart persist on its anti-labor union stance. 在中國,沃爾瑪同樣堅持其反工會的立場. • State-run ‘All China Trade Federation’ (ACTFU) tries to pressurize Wal-Mart. 國有中華全國總工會試圖對沃爾瑪施壓 • November 2004: Wal-Mart agrees to allow trade unions when officially demanded by workers. 2004年11月,沃爾瑪在得到工人正式的要求後, 同意允許設立工會.

  13. Wal-Mart: the US retailer is widely appreciated among Chinese 沃爾瑪: 美國零售商受到了中國人的廣泛好評. • Stores that offer such a wide range of goods like Wal-Mart are still a novelty in China. 如同沃爾瑪這樣經營如此多品種商品的超市在中國被 認為是一種新奇的事物. • One stop‘ system widely appreciated. 一站式體系受到廣泛好評 • Wal-Mart adjusts to the behavior of Chinese consumers by adapting the types of goods sold at its Chinese stores. 沃爾瑪通過調整其在中國門店中銷售的物品種類來是適應中國消費者的消費行為.

  14. More influences on the Chinese mindset • Wal-Mart imposes its core values through its Chinese stores: A clash of cultures in areas like gift giving. This helps reduce corruption and bribery. 沃爾瑪通過其在中國的門店來灌輸其核心價值:在一些區域中的文化衝突就像是給予禮物.這有助於減少腐敗與收賄. • Differences when training Chinese staff as rank-consciousness and subservience are deeply rooted in their minds. 訓練中國員工要有等級意識與服從性時, 中國人與美國人的不同深深的植根與他們的腦中.

  15. Conclusion Wal-Mart‘s position: 沃爾瑪的地位: • Vulnerable to US China relations 對中美關係敏感 • Gives power to impact economy and politics 對經濟與政治有影響力 • Can change the Chinese way of thinking and attitude towars America 能夠改變中國人的思維方式和對美國人的態度.

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