The New Asian Ascendancy and New Zealand Tim
- Slides: 78
The New Asian Ascendancy and New Zealand Tim Beal School of Marketing and International Business
Environmental correctness • The importance of recycling • Presentation to Asian Studies, University of Otago 18 May 2006
Outline • Asia in global economy – the historical perspective • Importance of Asia to NZ • China’s expansion into global markets • India joins China: The Indian Market • Research Project – Opportunities for New Zealand Business in India – Work in progress - some tentative conclusions
ASIA IN THE GLOBAL ECONOMY – THE HISTORICAL PERSPECTIVE
The Old Order, or our perceptions of it • Example of pre-modern China • Self-sufficient, complacent, autarkic • Eg Qianlong emperor to King George III in 1793, rebuffing attempts to open trade relations
The Celestial Court has pacified and possessed the territory within the four seas. Its sole aim is to do its utmost to achieve good government and to manage political affairs, attaching no value to strange jewels and precious objects. The various articles presented by you, O King, this time are accepted by my special order to the office in charge of such functions in consideration of the offerings having come from a long distance with sincere good wishes. As a matter of fact, the virtue and prestige of the Celestial Dynasty having spread far and wide, the kings of the myriad nations come by land by sea with all sorts of precious things. Consequently there is nothing we lack, as your principal envoy and others have themselves observed. We have never set much store on strange or ingenious objects, nor do we need any more of your country’s manufactures
Mad? • Whilst this condescension and incomprehension was to lead to disaster, the emperor had a point, as we shall see • Look at graphs of GDP and trade – The dominance, decline and resurgence of China and Asia
Rise, decline and resurgence of Asia • Two sets of data • 1: Long term trends in the world economy – Angus Maddison, OECD (2001, 2004) • 2: Rise of Asia in world trade – World Trade Organisation
Wealth and population • Maddison’s regions: – Asia – includes Middle East, not Central Asia • Former USSR – Western offshoots – US, Canada, Australia, NZ • Not Latin America • Here regions conflated to allow focus on Asia • Maddison’s money: 1990 international $ – Comparability over space and time
Figs 1 -5 • 1: Regional distribution of world GDP, 01998 • 2: China and West Europe: population 1 – 2001 • 3: China and West Europe: GDP, 1 -2001 • 4: China and West Europe: pc GDP, 1 -2001 • 5: NZ in East Asian context – pc GDP, 2004
Fig 1: Regional distribution of world GDP, 0 -1998
China and West Europe • Asia>>>China • West Europe & Offshoots >>>West Europe • China, West Europe in columns, Y-axis to left • Relationship (China as % of WE) in line, Yaxis to right • 100% line (above = China>WE)
Fig 2: China and West Europe: Population 1 -2001
Fig 3: China and West Europe: GDP, 1 -2001
Fig 4: China and West Europe: pc GDP, 1 -2001
Fig 5: New Zealand in the East Asian context – pc GDP, 2004
Asia and Trade • Asian resurgence not in isolation, but connected, primarily through trade • Trade – Trade in Services • Eg tourism, education. . – Merchandise trade – goods • Focus here
World Trade Organisation data • Fig 6: Share of world imports, 1948 -2003, Asia and NZ • Fig 7: Share of world exports, 1948 -2003, Asia and NZ • Fig 8: China and NZ in world trade, 19482003
Fig 6: Share of world imports, 1948 -2003, Asia and NZ
Fig 7: Share of world exports, 1948 -2003, Asia and NZ
Fig 8: China and NZ in world trade, 1948 -2003
IMPORTANCE OF ASIA TO NZ ECONOMY
Interaction between NZ and Asia • Decline and rise of Asia • Now economic interaction between NZ and Asia • Asia important to NZ in early days of European settlement – 1792 sealskins to China – ‘jumping off point for China trade’ • Importance declined, then revived
NZ’s trade with Asia • • Fig 9: Direction of NZ exports, 1859 Fig 10: Direction of NZ exports, 1859 -1997 Fig 11: Direction of NZ imports, 1859 -1997 Fig 12: NZ’s top twenty export markets, 2004 • Fig 13: Top 25 source countries for NZ imports, 2004
Fig 9: Direction of NZ exports, 1859
Fig 10: Direction of NZ exports, 1859 -1997
Fig 11: Direction of NZ imports, 1859 -1997
Fig 12: NZ’s top twenty export markets, 2004
Fig 13: Top 25 source countries for NZ imports, 2004
Trade in Services • Tourism • Educational services
Tourism • Fig 14: Asian share of tourism to New Zealand, 1985 -2004 • Fig 15: Provenance of tourists to NZ, 2004, by region • Fig 16: Share and change in tourism from Asia, 2002 -04
Fig 14: Asian share of tourism to New Zealand, 1985 -2004
Fig 15: Provenance of tourists to NZ, 2004, by region
Fig 16: Share and change in tourism from Asia, 2002 -04
Educational services • Fig 17: Continental provenance of global international students, 2001/2 • Fig 18: Provenance of international students in New Zealand, 2004
Fig 17: Continental provenance of global international students, 2001/2
Fig 18: Provenance of international students in New Zealand, 2004
CHINA’S EXPANSION INTO GLOBAL MARKETS
Contemporary geopolitical context • Need to position it within the China-US confrontation – US fearful of rise of China • Eg purchase of Unocol by CNOOC • my China page has many articles – US strengthening US-Japan, US-Taiwan alliances • Forcing China and Russia together • South Korea >>China • Papers in – November 2005: Asian Affairs – December 2005: NZ Journal of Asian Studies
Chinese manufacturing • For some years China has been known as the ‘factory for the world’ • Now seeing corporations, and their brands, surging onto world stage • EG Hai’er, Lenovo and Shanghai Automotive Industry Corporation • Faster, and less expected, than Japan’s expansion in 60 s and 70 s
Entering world markets • Two ways • Low-end producers of labour-intensive products, eg textiles • Manufacturing components and products fro foreign brands • Following Japan, S Korea • Will remainstay of exports for some time
Something new • Acquisitions • Brand expansion • Often connected
Acquisitions • Lenovo buys IBM’s PC division – Formerly Legend • Highly symbolic act – ‘end of an era’
Chinese brands • • Shanghai Automotive Kelon – fridges Galanze – microwaves Guangdong Donlim – kettles GD Midea – rice cookers TCL – TVs and DVDs Hisense – TVs But the big one is….
No, Hai’er • Qingdao – home of China’s first global brand, Tsingtao beer • Also home of Hai’er
Hai’er stands out • Incorporated 1984 – Rapid growth – Diversification across industries – Aggressive global expansion • 78% annual sales growth; 86 categories of products, 13, 000 specifications, 160 countries • Entered US in deal with Wal-Mart and Target, but under own name • Started production in the US
Japanese parallels • Japanese moved production to US to circumvent protectionism • True for Hai’er, but also desire to establish perception as ‘American company’ • US regions now vying for Chinese FDI as sought Japanese in past
Hai'er charisma • Dynamic leader – Zhang Ruimin – Member of Central Committee of Chinese Communist Party – (Hai’er part owned by Qingdao local government) • Spawned a film, a book, scholarly articles and Harvard case studies
Chinese expansion • Rapid, taken most observers by surprise • But in historical perspective not so surprising • Asia was centre of world economy • When regained independence, made transition to modernity then resurgence to be expected
Asian successions • • • Japan 4 (Little) Dragons/Tigers ASEAN China …India
The Indian Market • Like China, India has long been fertile breeding ground for myths – For centuries, even millennia, both countries have been seen as large and rich • The Greeks>>>Marco Polo>>Christopher Columbus
Fig 1: Long-term changes in the share of global GDP: China and India, and the West Source: Maddison 2001
Decline and resurgence • Decline during rise of European expansion and imperialism • mid-20 th century both countries regained independence, and began economic resurgence • Relatively slow growth, especially in India – ‘Hindu rate of growth’
Opening Up and Liberalisation • Late 1970 s China began ‘opening up’ • 1990 s – liberalisation in India • Great expansion of foreign trade and investment, general economic growth – Unasked questions - At what costs? To whose benefit?
Indian economy • One of world’s largest…and fastest growing
Table 1: Growth in GDP, 2004 -5 Source: CIA World Factbook, updated 29 March 2006, accessed 11 April 2006
Table 2: World imports, 2005 Source: CIA World Factbook updated 29 March 2006
The India market • All this makes India an attractive market
Winners and losers • Although imports are growing, performance is uneven
Table 3: Changes in share of imports into India, 2001 -2005 Source: Reserve Bank of India trade database, accessed 23 December 2005
New Zealand asks why • Asia: NZ Foundation commissions research into ‘Opportunities in India for NZ business’ • Awarded to School of Marketing and International Business, Victoria University of Wellington • Interviews in NZ, and India – Video interviews, still being processed
NZ case companies • Interviewed by Val Lindsay and Fergus Mc. Lean – Glidepath – Manukau Institute of Technology – Gallagher Group – Hayes International – Beca International – Robinson Seismic – Fisher and Paykel Healthcare – Vista Entertainment – Beca Carter Hollings and Ferner – Cadmus Payment Solutions – Solid Energy – Tait Electronics – (Tim Fowler, formerly VUW Vic Int in Australia)
Interviews in India • Tim Beal and Michel Rod – Saw it as part of ‘Doing Business in India’ Project • Interviews in South Korea, North Korea, Japan, Malaysia, and Hong Kong • India – February 2006 – 25 interviews – Delhi, Mumbai, Bangalore, Chennai
Interviewees - NZ • NZ officials – High Commissioner, Trade Commissioner (NZers) – Senior Trade Development Manager (Indian) – Honorary Consuls in Mumbai (also tourism), Chennai (Indian) – Honorary Adviser to Asia: NZ Foundation (Indian)
Interviewees - Indians in NZ companies • All of Indian ethnicity • 3 NZ companies – Air New Zealand (Mumbai) – Tourism New Zealand (Mumbai) – Fisher & Paykel Healthcare (Bangalore) • 1 Joint Venture – Britannia NZ Foods Pty Ltd (dairy products)
Interviewees – Indian businesspeople • • Forestry/Wood Education Fruit IT – 1 Software for multiplex cinemas – 2 Building security hardware and software • Coal • Wool • Wine
Two perspectives • NZers – focus on Indian problems – Bureaucracy, trade barriers, infrastructure, corruption • Indians – poor marketing by NZ companies
Poor marketing - Education • Australia main competitor – NZ less active – NZ slower turnround time for applications – NZ immigration requires police clearance – Other issues – work opportunities, immigration possibilities, length of courses – ‘Quality of education’ not a major consideration
Underlying issue • Sustainable comparative and competitive advantage – Mutual benefit for India, NZ – (What benefit for ordinary Indians? ) • Especially evident in IT sector • Wine as example
Wine - now • • Growing market for wine in India High tariffs on imports Increasing domestic production Like NZ, initially poor quality – Grown in wrong places, lack of viticulture skills, undiscerning customers – If NZ can develop world class wine industry, why not India?
Wine – future • Quality of Indian wines will improve – Develop an export market – (watch out for competition from China) • As (if? ) barriers drop growing niche market for NZ wines – Some NZ wines will have sustainable advantage based on land climate
What do we make of India? • Indian market is growing fast, but opportunities are tempered by challenges – Challenges • Complexities of market, • Foreign competition (education- Aus; apples – China) • Domestic competition (wine)
New Asian Ascendancy and NZ • Vital, importance growing, but unevenly – Need to analyse, understand, and prioritise – Large but complex and difficult markets – Need understanding and skills • hence Asian Studies • Finally, a commercial
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