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Despite increasing scrutiny on the real estate market, construction activity remains a large percentage
of Chinas Gross Domestic Product (GDP). The sector is dominated by Chinese State Owned
Enterprises supplying the bulk of construction activity. Western companies are often found at the top
end of the technology and quality spectrum where a lot of interesting niches exist and new
technologies are introduced.
On account of rising labour costs, a burgeoning middle class and a mounting concern over
environmental issues, innovative products and services able to respond to the challenges posed by a
changing economy are gaining considerable momentum in China, creating opportunities for EU
SMEs that can bring technology and know-how into the market.
(such as steel, cement, glass, etc.), downstream products (such as steel frames, windows, concrete parts,
etc.) and complete systems (e.g., air-conditioning, elevators, security, etc.) that are put in place by
system providers.
It is common practice for the companies engaged in this market to provide a mixture of the above
mentioned products and services, also including engineering and design as well as the supply and the
installation of equipment.
In this paper, we will follow the categorisation of products and services in the construction industry as
presented above. However, it should be noted that Chinese authorities use a different classification
system 1 which includes:
Building and civil engineering;
Construction installations;
Construction decorations;
Other construction.
In residential real estate alone, China is building about 1.8bn m per year. To put this number in
perspective, China is building more than one third of all the buildings in the world, producing and
consuming 55% of the cement globally in doing so. It builds the equivalent in square metres of living
space of a city like Rome in about two weeks and a country like the UK or Spain every single year. 2
1
Chinese standard GB/T 4754-2002, category E: Construction
2
EIU: Building Rome in a Day: The sustainability of Chinas housing boom. April 2011.
Chart 1: Chinas newly completed residential floor space by year VS Europes stock
Source: EIU
Total investment in construction has reached about RMB 100tr (EUR 12tr) in 2012, with growth rates
fluctuating between 20 and 25%. Expectations are that this number will continue to grow faster than
GDP, at least in the short term.
With the government resorting to
Chart 2: Total investment in construction in China
adjustments in real estate parameters
(interest rates and regulations) and fixed
assets investments (through bank
financing) as a tool for macroeconomic
policy, the growth of the construction
sector will depend deeply on future
government plans. With consumption
expected to balance off the investment as
main driver of economic development, it
is very likely that the government will try
to reduce the weight of construction in the
GDP figures in the future.
Geographical distribution remains
skewed towards the Eastern part of the
country. Although Western areas are
Source: National Bureau of Statistics of China slowly increasing their share in the total
pie, this shift to the west will likely
remain a long-term evolution, since more than 85% of the building activity is still happening in the
Eastern (seaboard) part of China. However, it is obvious that there is a considerable shift of building
activity from first tier cities (like Beijing or Shanghai) to second tier cities (like Chengdu, Chongqing,
Changchun, etc.).
When divided into sectors, it is clear that buildings Chart 3: Chinas construction sectors
including residential, public and industrial buildings
remain the lions share of the market. It is expected that
on a nationwide scale this distribution will remain
similar, although the situation can change from
province to province and regional differences can be
enormous.
A closer look at the prospecting and design and
construction supervision subsectors reveals
opportunities for SMEs on account of the large market
shares of designing and project supervision.
1.3 Forecasts
Forecasts for the short to mid-term future remain positive, with growth rates well above GDP rates, as
shown in the below table.
Table 2: Forecasts for selected indicators in Chinas construction sector
Indicator 2013f 2014f 2015f
Construction % in GDP 5.4% 5.3% 5.2%
Total output value of construction (RMB bn) 14,584 16,772 19,456
Construction output growth (%) 13% 15% 16%
Output value of building construction (RMB bn) 838 947 1,079
Growth of output value of building construction 12% 13% 14%
Value added of construction (RMB bn) 2,781 2,976 3,214
Growth of value added of construction (%) 10% 7% 8%
Source: EMIS Emerging markets Information Service
Cities like Beijing, Shanghai and Guangdong have growth rates that have dropped below 20%, while
some of the highest growth rates are found in the northeast and in a number of central provinces like
Henan, Shaanxi and Hebei. Massive infrastructure projects (such as high speed rail, water
transportation and road works) and fast growing second and third tier cities have definitely contributed
to this growth.
However, this should not lead foreign investors to abandon the seaboard areas and focus only on the
inlands: the Eastern provinces will remain a key market for more sophisticated Western products for
the foreseeable future.
3
Usually those changes find their reason in disruptive events, such as collapsing buildings, fires, earthquakes, falling wall panels, and they
are promptly translated into government policies.
As builders and buyers are not the same people, total cost of ownership is a concept rarely entering the
equation, and price often remains the only criteria.
Cement
Glass
Blinds Blocks
Design products
Passive Houses
Precast
Smart systems
Glass coating
demand for comfort, the growth of villa-estates, government regulation and the rapid development of
gas distribution have created a new market for individual gas boilers, which hardly existed ten years
ago. The more expensive and efficient condensing technology which has replaced most of the
normal boilers in Europe in the last 15 years still only has a tiny market share in China.
LED lighting: China can also be quick to adapt and implement new
technologies. As electricity bills are quite often paid by the same people
installing lighting, there is an incentive to go for more expensive, but longer
lasting products. We expect that LED lighting penetration will be as fast in
China as it is in Europe.
2. Regulation
2.1 Regulators
A number of Chinese government departments are involved in the regulation of the construction
industry in China. Some of the major ones are listed below:
The Ministry of Housing and Urban-Rural Development of the PRC (www.mohurd.gov.cn) is
responsible for the administration and supervision of construction works including licences,
requirements, surveying, design, tenders and bidding procedures. This ministry is also responsible for
the supervision and administration of requirements for construction enterprises in China.
The Ministry of Transportation of the PRC (www.moc.gov.cn) is responsible for the administration
of construction for ports, highways, waterways, airports, water conservation projects and hydropower
facility projects. It plans them, but also manages their maintenance and quality control.
The National Development and Reform Commission of the PRC (www.ndrc.gov.cn) is responsible
for general macro-economic planning issues associated with the construction industry.
The Ministry of Railways of the PRC (www.china-mor.gov.cn) is responsible for the administration
of services relating to the survey, design, and tendering and biding for railway construction projects.
The Ministry will be split into two separate entities in the near future due to restructuring following
major scandals regarding the safety of Chinas high-speed railway system and widespread corruption.
The Ministry of Transportation will oversee the railways administrative functions, while a private
company will handle its commercial operations.
The Ministry of Environmental Protection of PRC (www.zhb.gov.cn) is responsible for the
supervision and administration on environmental protection control during the construction process.
The State Administration of Work Safety (www.chinasafety.gov.cn) is responsible for the
supervision of work safety in construction projects.
At national level, the NDRC has required five provinces 5 and eight cities 6 to include low-carbon
development models in their regional 12th Five-Year Plans. Subsidies and tax breaks are provided to
developers that comply with the new regulations.
At local level, second tier cities are expected to showcase high growth rates in the years to come.
Many cities have developed plans for the establishment of green buildings, eco-cities and low carbon
4
A report on the green building sector in China will be published by the EU SME Centre later this year.
5
Guangdong, Liaoning, Hubei, Shanxi, and Yunnan.
6
Tianjin, Chongqing, Shenzhen, Xiamen, Hangzhou, Nanchang, Guiyang, and Baoding.
communities, in full accordance with the framework for a sustainable development recently adopted
by the central authorities.
The policies seem quite successful, as the number of green buildings although still limited in
numbers is rising fast. 7 The latest Five-Year Plan forecasts the construction of 1 billion m of green
building floor space by 2015 up to 20% of the total floor space constructed during that period.
3. Major trends
We expect three major trends to be the most influential in shaping the future development of the
construction market in the next five to ten years:
Increasing labour efficiency;
Increasing energy efficiency;
Design and quality.
We expect them to impact aspects such as building practices, services and products more than the total
volume of buildings itself. In doing so, they will determine the ability of foreign companies to
establish a successful business in China.
Each of these trends is in itself driven by social, political and economic drivers in the Chinese society.
7
Source: Ministry of Housing and Urban-Rural Development.
The sector has always been based on a pool of unskilled, cheap and untrained labour, and it will not
develop into a skilled model overnight.
However, the sector is adapting to the changing circumstances and is gradually adopting equipment,
materials and systems that require fewer efforts to be installed and maintained.
4.2 The basic building blocks: know- how, brand and niche
As mentioned above, the Chinese mass market is a difficult arena for large Western companies, let
alone SMEs. It is therefore imperative to focus on a niche market where the company has distinct
know-how either through intellectual property (IP) or a special skill that can be defended in the
market and to create strong (European) brand awareness.
Owing to the experience and the business practices that local competitors have gained and developed
over time, engaging in a price war is not a good strategy either. Reliability, quality, European branding,
innovation, niche markets and premium prices are better tactical approaches.
8
China launched its Green Building Evaluation Standard in 2006, and the evaluation work was formally carried out in 2008. The Green
Building Label, also known as the Three Star System, assesses the building based on several environmental indicators, such as energy and
water efficiency, indoor air quality and maintenance requirements.
In almost all aspects of the construction sector, European companies have developed a sound know-
how and advanced technologies that are ahead of the present Chinese building practices. However, not
all of them can find immediate application in China, and will be introduced gradually in the next 5-10
years.
Keep up-to-date on Long profit horizon; Find the right partner Localise the business
changes in the Choose the right (distributor, licence model;
regulatory framework; moment on the S- taker, etc.); Find best practices
Protect your IP; curve. Manage relationships through
Avoid price personally. experimentation;
competition. Be cautious with local
business practices
(guanxi );
Prepare a plan B in
advance.
The China IPR SME Helpdesk is a free service which provides practical, objective and factual
information aimed to help European SMEs to understand business tools for developing IPR value and
managing risk: www.china-iprhelpdesk.eu
Price competition: a business model based on price competition is hard to sustain in a Chinese
environment where local competitors are capable of rapid cost-cutting and can employ sales practices
that are unavailable to Western companies. Western companies therefore need to build a business
model based on niche products, branding and marketing as well as quality.
9
Gauge your readiness for the Chinese market by answering the EU SME Centre online quiz Are you ready for China? at the following
link: www.eusmecentre.org.cn/quiz.
Business
Market Partner Imple- Active
model
research search mentation follow up
definition
10
Learn how to conduct due diligence on potential Chinese partners though the EU SME Centre guide Knowing your Partners in China
available at: http://www.eusmecentre.org.cn/content/knowing-your-partners-china
7. Conclusions
Although government intervention may cause the Chinese construction sector to experience
fluctuations and unequal growth paths, it remains a pillar industry of the domestic economy and
represents a market which should not be ignored by any company with international ambitions.
The bulk of the market is dominated by Chinese enterprises, with only the niche markets more often
than not at the top end of the spectrum left to foreign companies. However, these niche markets can
grow fast and be very profitable for those businesses that can offer technological solutions and build a
brand name in China.
The rapid changes in many aspects of the Chinese society are causing increasing labour costs,
mounting pressure on environmental performance and the emergence of a middle class endowed with
financial resources to spend on its comfort and living environment. This creates opportunities for
companies that can offer technologies to support labour productivity and energy saving or products of
high quality and sophisticated design to the Chinese market.
Despite high growth rates, entering the Chinese market remains an enormous challenge for European
SMEs. It requires good planning, timing and an effective choice of business partner.
8. Resources
Further reading
Building Rome in a Day: The sustainability of Chinas housing boom
www.excellentfuture.ca/sites/default/files/Building%20Rome%20in%20a%20Day_0.pdf
Published by: Economist Intelligence Unit, April 2011
China Construction Industry Overview 2011
www.tusiad.org/__rsc/shared/file/ChinaBusinessInsight-June2012-
ChinaConstructionIndustryOverview2011.pdf
Published by: Turkish Industry & Business Association, August 2011
Chinas Construction Industry: Strategic Options for Foreign Players
www.thebeijingaxis.com/tca/editions/the-china-analyst-mar-2011/2
Published by: The China Analyst, March 2011
China to be largest construction market by 2018
http://english.people.com.cn/90001/90778/90860/6811992.html
Published by: Peoples Daily Online, November 2009
Chinese Challenge or Low Carbon Opportunity: The Implications of Chinas 12th Five-Year-Plan for
Europe
www.e3g.org/programmes/europe-articles/chinese-challenge-or-low-carbon-opportunity/
Published by: E3G, 2011
Greening China: Outlook for European SMEs
www.friendsofeurope.org/Contentnavigation/Library/Libraryoverview/tabid/1186/articleType/Article
View/articleId/2319/Greening-China-Outlook-for-European-SMEs.aspx
Published by: Friends of Europe, China Dialogue, spring 2011
Exhibitions
The 15th Domotex Asia/China Floor
www.dacf.cn/en/
March 26 to March 28 2013, Shanghai New International Exhibition Centre, China
The 9th International Conference on Green and Energy-Efficient Building & New Technology and
Products Expo
www.chinagb.net/gbmeeting/igebc9/english.shtml
April 1 to April 3 2013, National Convention Centre Beijing, China
Chaoyang District
Beijing, 100125
The EU SME Centre assists European SMEs to export to China by T: +86 10 8527 5300
providing a comprehensive range of free, hands-on support services F: +86 10 8527 5093
including the provision of information, confidential advice, networking
events and training. The Centre also acts as a platform facilitating
www.eusmecentre.org.cn
coordination amongst Member State and European public and private
sector service providers to SMEs. info@eusmecentre.org.cn
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Legal legal information, ask the expert initial consultations and professional advice on any subject matter.
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