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C H I N A
T O O L S

M A C H I N E
M A R K E T

February 2004

I N D U S T R I A L

M A R K E T S

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2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Preface
China is firmly on the radar screens of machine tool companies around the world.
Not only has China overtaken the US and Germany to become the largest machine
tool market in the world, Chinas skilled labor force and low cost base also makes
it a viable base for sourcing or manufacturing.
Information and insights on this market are difficult to come by however,
and the pace of development in China presents companies with a constantly
moving target. As a result we have prepared China Machine Tools Market
to provide a better understanding of the market and the issues of concern
to industry participants.
In our analysis, KPMG has drawn on a number of public sources of information
and spoken to both local and foreign industry participants in China. We have also
conducted a survey of leading machine equipment industry participants in
Germany to shed light on how they are responding to the opportunities in China.
Most respondents are already trading or manufacturing in China and provided
their first hand views on the issues of greatest concern to their business there.
Our analysis shows that there will continue to be a sizable market for imported
high-end machine tools in China, but that local firms are rapidly closing the
technology gap and improving quality and performance. Multinational players
will need to carefully assess how to participate in China effectively in light
of the rapidly changing competitive landscape and market conditions.
Please contact us if you wish to discuss this report or obtain additional copies.
Contact information can be found at the end of the report.
Paul Brough
Partner-in-charge
Financial Advisory Services
KPMG in China and Hong Kong

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Contents
Page

Executive summary

Market

18

Competition

28

Entering China

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Executive summary

Market

China is now the largest machine tool market in the world, with a consumption of USD 5.7 billion
in 2002(a)

Fuelled by a large influx of foreign investment, Chinas machine tool market is expected to continue
to grow

Automotive-related manufacturing has accounted for half of machine tool consumption in recent years;
aircraft-related manufacturing, in particular the repair and maintenance sector, is likely to become
another significant market in China

In line with the upgrading of key sectors in China, demand for numerical controlled (NC) machine
tools has been increasing

Continued imports of high value numerical controlled (NC) machines can help ensure China
continues to be an important export market; imported machine tools account for over half of the
Chinese market

Competition

Manufacturing is scattered throughout China; most Chinese machine tool manufacturers are small
in term of revenues when compared to overseas competitors

Competition in China is intensifying as China further integrates with the world economy; Chinese
manufacturers have become increasingly sophisticated in their choice of machine tools, leading
to growth in demand for NC machine tools

Accession to the World Trade Organization (WTO) has accelerated the development of the machine
tool industry

The low-end market is crowded with domestic players, which has resulted in significant pressure
on prices; foreign equipment still dominates the middle to high-end market with superior technology
and quality

To stay competitive, domestic companies are becoming more active in new product development
and more willing to use Joint Ventures (JVs) and cooperative arrangements to acquire new technology

Note:

(a) For metal cutting and forming machines only; does not include machine parts, tools and other consumables

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Entering China

Many foreign companies have decided to move production from higher cost locations to China

Joint venturing with a local manufacturer is a popular form of entry for foreign investors,
although wholly foreign-owned investments are permitted

Domestic machine tool companies are interested in finding foreign JV partners but generally
are reluctant to give up majority control

At present, machine tool manufacturers in China serve their customers directly from company
headquarters through regional sales offices or third party distributors

Outsourcing of some manufacturing activities is becoming more common in China as domestic


machine tool companies take steps to become more nimble

Survey in Germany

Given the fact the Germany is the second largest machine tool consuming country and one of the
leading machine tools exporters in the world, KPMG conducted a survey of machine equipment
and machine tools companies in Germany between August and November 2003

A structured questionnaire was distributed to 330 companies; a total of 50 were completed


and returned

Out of the 50 respondents, 98 percent are currently doing business with China either through
export (52 percent), established production facilities (36 percent), or licensed production (15 percent)

Findings confirmed that:


a large majority of survey respondents viewed China as an important end market
most of the respondents in the KPMG survey already in China are likely to expand
intellectual property is seen as the most critical business factor for respondents
over half of respondents indicated that recruitment and the regulatory environment
were two major business issues when doing business in China

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Market
The requirements of Chinas booming manufacturing
sector has made it the largest machine tools market
in the world, with sales of USD 5.7 billion in 2002
Economic development in China
Since the late 1970s China has been implementing various economic and political reforms
to restructure its economy and integrate China with the global economy

Chinas GDP has grown steadily over the past 10 years and reached around USD 1.4 trillion
in 2003; this represents a compound annual growth rate (CAGR) of 8.1 percent between
1998 and 2003

The economy is expected to continue to grow strongly at 9.3 percent per annum until 2007,
giving China a GDP of slightly more than USD 2 trillion

Chinas GDP 1998-2007e


2500
Forecast
2,028

USD billion

2000

1,853
1,691

1500
1000

1,315
961

1,005

1,080

1,420

1,544

1,159

500
0

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Source: Economist Intelligence Unit, Country Forecast, 2004

Global machine tool consumption


China overtook Germany as the worlds top machine tool market(a) in 2002; total consumption
grew from USD 4.7 billion in 2001 to USD 5.7 billion in 2002, a year-on-year growth
of 20 percent

Note:

(a) Represent metal cutting and metal forming machines only; does not include machine parts,
tools and other consumable

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Of the top 10 global machine tool markets, China was the only growth market in 2002
Germany, the worlds largest machine tool market in 2001, suffered a drop of 16 percent
in 2002
Japan and the US, the worlds second and third largest machine tool markets in 2001
suffered decreases of 35 percent and 36 percent respectively in 2002
China is the only growth market and hence everyone is focusing on it..., an overseas sales
group manager for JSW(1)
Of course, we are worried (about SARS(a)) ...but you have to make contact with the customers
(attending the 8th China International Machine Tool show) ...China is the only growth market
for us at the moment, participant of the 8th China International Machine Tool Show(2)

Over half of the China market is imported machines(3)

Top 10 machine tool markets 2001-2002


Change
from 2001
0.9
0.8
0.9
0.9
1.1
1.0

Spain
Canada
Taiwan
France
South Korea
Italy
US
Japan
Germany
China

-23%
-8%
3.1
2.9

-5%
5.2

-36%

3.3
5.3

-35%

3.4
4.8
4.7

1
2001

-7%
-13%

1.5
1.2
1.3
1.2

Source:

-7%

3
4
USD billion

5.7

-16%

5.7

20%

2002

Gardner Publications, World machine tool output and consumption survey, 2003

Most of the respondents in the KPMG survey in Germany viewed China as a very
important market
92 percent of the respondents believe that China is an important end market
this is in line with the fact that China has become the largest machine tool market in the world

Importance of China as an end market

Very important

58%

Important

34%

Neutral

8%

Not important

0%

No answer

0%

0%
Note:
Source:

10%

20%

30%

40%

50%

60%

70%

n = 50
KPMG survey

China is a bright spot for machine tool manufacturers


Note:
Sources:

(a) SARS refers to the highly infectious Severe Acute Respiratory Syndrome which caused hundreds of deaths
in China between November 2002 and May 2003
(1) Chemical Week Associates, Modern Plastics, 1 May 2003
(2) Financial Times, Tool companies place business health ahead of threat from SARS, 16 April 2003
(3) China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, edition 2002

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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10

Fuelled by an influx of foreign investment, Chinas


machine tool market will see continued growth
Foreign direct investment (FDI)
Foreign direct investment to China reached USD 57.0 billion(1) in 2003
with a population of 1.3 billion(2), China has quickly become one of the most important
manufacturing centers in the world
foreign companies have focused on China both as a marketplace and to establish a low
cost manufacturing base for export to other markets
total value of global FDI amounted to USD 653 billion(1) in 2003; Chinas share
was around 9 percent

FDI in China was USD 57.0 billion in 2003(1), representing 8.2 percent growth from 2002
levels, despite the impact of SARS(a)

Foreign direct investment in China 1998-2003

USD billion

60

52.7
45.5

40

57.0

46.9
40.3

40.7

1999

2000

20
0

1998

2001

2002

2003

Sources: (1) National Bureau of Statistics, PRC, China Statistical Yearbook,


editions 2002 and 2003
(2) United Nations Conference on Trade and Development,
Global FDI decline bottoms out in 2003, 12 January 2004

Note:
Sources:

(a) SARS refers to the highly infectious Severe Acute Respiratory Syndrome which caused hundreds of deaths
in China between November 2002 and May 2003
(1) United Nations Conference on Trade and Development, Global FDI decline bottoms out in 2003,
12 January 2004
(2) Central Intelligence Agency, The World Factbook, edition 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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11

China machine tool consumption


Machine tool consumption(a) in China has grown steadily over the last six years and is expected
to continue through 2005, with a compound annual growth rate (CAGR) of 15 percent
between 1998 and 2005
by 2005(1), China machine tool consumption is estimated to reach USD 7 billion
in sales value
growth in the period 2003-2005 alone is equivalent to the size of the entire South
Korean market
Growth drivers
Local manufacturers need to improve quality levels (including precision, speed, reliability, etc.)
to stay competitive

Chinas accession to the World Trade Organization (WTO) in late 2001 has exposed
the country to greater global competition
local Chinese manufacturers see machine tools as a means to improve their product quality

More foreign manufacturers are shifting production to China(2)


foreign manufacturers of goods want to maintain the same level of quality in China
as elsewhere
frequently they specify the same production equipment (usually high-end machine tools)
as they would normally use elsewhere

Consumption of machine tools(*) in China 1998-2005e

USD billion

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8
7
6
5
4
3
2
1
0

Forecast
7.0
CAGR 98-05:
15%

5.7
4.8
3.7
2.7

1998

3.0

1999

2000

2001

2002

2005

Note:

(*) Machine tool covers metal cutting and forming machines only,
excluding any machine parts, tools, and consumables
Sources: (1) National Bureau of Statistics, PRC, China Markets Yearbook,
editions 2003 and 2004
(2) China Machine Tool Builders Association (CMTBA), Consumption
of Machine Tools in China, 23 October 2003

The need for companies in China to produce to global


quality standards is driving demand

Note:
Sources:

(a) Consumption is the summation of domestic production and import, net of export
(1) China Machine Tool Builders Association (CMTBA), Consumption of Machine Tools in China,
23 October 2003
(2) Credit Suisse First Boston, China: An opportunity for Japans manufacturers, 30 April 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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12

Automotive-related manufacturing has accounted


for half of machine tool consumption in recent years
Key market segments
Major buyers of machine tools typically include manufacturing companies from the
automotive, aerospace and military(1) sectors, which normally have annual capital investment
budgets, a large portion of which is invested in renewing or purchasing new and advanced
machine tools

It was estimated that the automotive industry accounted for nearly 50 percent of the total
consumption of machine tools in 2001(1)

Auto makers demand special purpose precision machine tools


Auto enterprises not only needed universal-precision machine tools, but also special
purpose precision machine tools, participants of the China International (Beijing)
Machine Tool Exhibition(2)

The automotive industry


Total vehicle sales(a) grew from 1.4 million units in 1995 to 3.3 million units in 2002,
a compound annual growth rate (CAGR) of 12.5 percent(3)
most of the growth was recorded in the last four years. Between 1999 and 2002,
the number of vehicles sold grew by 21.2 percent per annum

Annual sales are expected to reach 7.0 million units in 2010 and 8.9 million units in 2015,
a CAGR of 7.9 percent from 2002 to 2015. The seventh largest market for vehicle sales
globally in 2001, China is expected to be the third largest by 2010(4)

Annual sales of vehicles by type 1995-2015e

Million units

Forecast

10
9
8
7
6
5
4
3
2
1
0

8.9
1.3

7.0
1.2

4.1
3.2
1.4

1.5

1.6

1.6

0.4
0.7
0.3

0.4
0.7
0.4

0.4
0.7
0.5

0.4
0.7
0.5

Sources:

Bus

1.9

2.1

0.5
0.8
0.6

0.7
0.8
0.6

2.3
0.8

1.0

1.1

Truck
Sedan

1.3
5.6

1.2

1.1

0.8
0.7

1.1

1.1

1.6

4.2
2.6

1.8

1995 1996 1997 1998 1999 2000 2001 2002 2003 2005 2010 2015

Sources: (1)
(2)
(3)
(4)

Note:

2.0

5.0

Credit Suisse First Boston, China Auto Sector, January 2003


Peoples Daily, Auto sales to hit 4 million units in 2003, January 2003
Peoples Daily, Chinas 10th 5 Year Plan, 4 March 2002
KPMG analysis

(a) The automotive industry for the purpose of this report includes buses, trucks and sedans, and excludes
other vehicles, such as motorcycles
(1) China Machine Tool and Builders Association, China Machine Tool & Tools Industry Yearbook, edition 2002
(2) Financial Times, Business Daily Section, 29 May 2003
(3) ING, Gearbox: China, January 2003
(4) McKinsey & Co, Chinas Automotive Market, 2001

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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13

The aircraft industry


Driven by increasing demand for air travel, the number of commercial aircraft in China
is expected to grow from around 550 units in 2002 to nearly 700 units in 2005, 1,000 units
in 2010 and 2,200 units in 2020(1)

The need to provide repair and maintenance, and Chinas emerging role as an outsourcing
center for major aircraft manufacturers, will lead to increased demand for high quality
machine tools
China is understood to be Boeings biggest parts supplier outside the US; an estimated
3,200 Boeing aircraft, a quarter of the total, fly with parts made in China(2)
to date, Airbus has signed six outsourcing agreements (worth USD 200 million) in China(3)
leading Chinese aircraft component makers include Chengdu Aerospace and Xian Aircraft(4)

Number of commercial aircraft in China 2002-2020e

Forecast

2,500

2,198

Number of aircraft

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2,000
Others

1,500

China National
Airline Group
1,018

1,000
550

500
0

594

642

2003

2004

China Eastern
Airline Group

693

China Southern
Airline Group

110
118
142
180

2002

2005

2010

2020

Sources: (1) Economist Intelligence Unit, Country Forecast, 2003


(2) Civil Aviation Administration of China (CAAC), The Development
of Chinas Civil Aviation Industry, October 2000
(3) KPMG analysis

The aircraft manufacturing sector is likely to become


a significant market for machine tools in the next
five years

Sources:

(1)
(2)
(3)
(4)

Center for Asia Pacific Aviation, Chinas Airline Groups Officially Launched, November 2002
Boeing, Current Market Outlook, June 2003
Peoples Daily, Airbus joins hands with Chinas Aviation industry for business expansion, June 2002
Uniworld, China Civil Aviation report, September 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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14

In line with the upgrading of key manufacturing sectors


in China, demand for numerical controlled (NC)
machine tools has been increasing
Production of NC machine tools in China
Production of NC machine tools has grown at a CAGR of 13 percent between 1992
and 2002(1). The annual production tripled to 26,320 sets in 2002, from a low base in 1998

NC machines represent a growing share of machine tool production(1); NC production


accounted for 10 percent of the total machine tool sector in 2002, up from only 3 percent(2)
in 1992

At present, most NC machines produced by domestic machine tool manufacturers are low-end
and offer less precision

As competition intensifies, there will be more urgency for domestic machine tool
manufacturers to upgrade their technology and increase the proportion of NC machines
in their product portfolio

Production of NC machine tools, China 1992-2002

Annual production of NC
machine tool (sets)

30,000
26,320

25,000
20,000

18,593
14,053

15,000
10,000

9,478
7,450

6,223

7,291 8,142

9,007

9,051
7,087

5,000
0

1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

Source: National Bureau of Statistics, PRC, China Statistics Yearbook,


editions 2002 and 2003

Sources:

(1) National Bureau of Statistics, PRC, China Statistical Yearbook, editions 2002 and 2003
(2) Institute of Scientific and Technical Information of China, China CNC Machine Tool Market, 1998

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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15

Technological edge for imported NC machine tools


There is an obvious technology gap between domestic and imported NC machine tools,
with imported machine tools being generally more advanced in terms of quality, precision,
speed, reliability, and ease of maintenance(1)

Prices reflect this technological gap, with imported NC machine tools costing roughly four
times the average price of domestic machines in 2001 (USD 80,000 versus USD 21,000)(1)
People are willing to pay for the difference because they know imported machines
will have better quality and reliability(2)

Average price difference of imported and exported NC machine tools


1996-Oct 2002
Price difference (USD '000)

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100
80
66

63

60

64
58

53

40

44

44

1999

2000

20
0

1996

1997

1998

2001

Oct-02

Note:
Price difference = average import price - average export price
Source: China Machine Tool Builders Association,
China Machine Tool & Tools Industry Yearbook, edition 2002

Imported machines have commanded a significant


price premium over domestically produced ones

Sources:

(1) China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, edition 2002
(2) KPMG interviews with a leading Beijing machine tool manufacturer, July 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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16

Imported machine tools account for well over half


of the Chinese market; NC cutting and metal forming
machines are the main import items
The import market
Machine tool imports to China are expected to reach USD 4 billion in 2005, a CAGR
of 10 percent from 2002; 60 percent were metal cutting machine tools and 40 percent metal
forming machine tools, mainly from Germany, Japan, Italy, Switzerland and Taiwan(1)

Imports will continue to account for around 60 percent of total machine tool consumption
in China through to 2005(1)
I think imports will continue to be large as long as foreigners continue to keep their
best technologies in their home country(2)

Imports are mainly high-end machines not normally available in the domestic market
67 percent and 45 percent of imported metal cutting and metal forming machines
respectively, were NC machines(3)
almost all the worlds first tier global companies have brought new products into
the Chinese market. They find that it is almost impossible to enter the Chinese market
with obsolete or older generation technologies. US Department of Commerce(4)

Average unit price of imported NC machines was USD 70,000-100,000 from 1996 to the
end of October 2002, about 2-5 times the average unit price of exported NC machines

Imports and exports of machine tools(*), China 2000-2005e

Forecast
4.0

3.5

USD billion

3.3

Imports

3.1

Exports
2.4

1.9
1.2

1
0

0.6
0.3

0.3

0.3

2000

2001

2002

2003

0.9

2004

2005

Note:
(*) Metal cutting and forming machines only
Source: China Machine Tool Builders Association, China Machine Tool & Tools
Industry Yearbook, edition 2002

Sources:

(1)
(2)
(3)
(4)

China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, edition 2002
KPMG interviews with a leading domestic machine tool manufacturer in Beijing, July 2003
KPMG analysis
US Department of Commerce, China Machine Tools - Market Assessment

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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17

The export market(1)


Chinas machine tool exports were USD 305 million in 2002, about 10 percent of the value
of its imports in the same year

Exports are rising and are expected to reach USD 1.2 billion in 2005, a CAGR
of 58 percent from 2002

Major export markets include the US, Hong Kong (mainly for re-export), Germany,
Canada, the UK and Southeast Asia; most exports are low-end NC machines

The average unit price of exported NC machines varied between USD 11,489-40,000
from 1996 to the end of October 2002

Prices of imported and exported NC machines 1996-Oct 2002

USD

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100,000
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
1996

Average price
of imported NC
Average price
of exported NC

1997

1998

1999

2000

2001

Oct-02

Source: China Machine Tool Builders Association, China Machine Tool & Tools
Industry Yearbook, edition 2002; China Machine Tool Builders Association web-site

Exports, mainly low-end NC machines, are one-tenth


the value of imports

Source:

(1) China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, edition 2002

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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18

Competition
Manufacturing is geographically scattered
throughout China

Liaoning and Jiangsu are the largest machine tool production regions in China

Machine tool company revenues by region 2002

Heilongjiang

Jilin
Xinjiang
Liaoning
Gansu

Inner Mongolia

Shanxi

Ningxia

Qinghai

su
ng
Jia

Sichuan

ng
do
an
Sh

Henan

Shanxi

Tibet

Beijing

Tianjin
Hebei

Shanghai

Anhui
Hubei

g
in
gq
on
Ch

Zhejiang
Jiangxi
Hunan

Guizhou

Key: USD 000


> 400,000
250,000-400,000
100,000-250,000

Fujian

Yunnan
Guangxi

g
don
ang
Gu

Taiwan

Hong Kong
Hainan

50,000-100,000
< 50,000

Source: National Bureau of Statistics, PRC, China Markets Yearbook, 2004

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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19

There are over 600 machine tools manufacturers in China, however, most are small
listed below are the top 10 manufacturers for metal cutting and metal forming
machine tools

Top 10 Chinese machine tool companies in metal cutting and forming, 2002
Metal cutting

Ownership

Location

1.

State owned

Liaoning

USD 228 M
USD 140 M

Dalian Machine Tool Group Co Ltd

2. Shen Yang Machine Tool (Group) Co Ltd

Joint Stock

Liaoning

3. Wuxi Kaiyuan Machine Tool Group Co Ltd

Limited liability

Jiangsu

2002 Revenue

USD 74 M

4. Qin Chuan Machine Tool Group Co Ltd

State owned

Shanxi

USD 62 M

5. Nanjing Machine Tool Group Co Ltd

State owned

Jiangsu

USD 52 M

6. Beijing No. 1 Machine Tool Factory

State owned

Beijing

USD 41 M

7.

State owned

Shanghai

USD 34 M

Shanghai Machine Tool Works Co Ltd

8. Henan Xinji Co Ltd

Joint Stock

Henan

USD 33 M

9. Suzhou San Guang Group Company

Foreign funded

Jiangsu

USD 31 M

10. Jinan No. 1 Machine Tool Group Co Ltd

State owned

Shandong

USD 28 M

State owned

Shandong

USD 56 M

Metal forming
1.

Jinan No. 2 Machine Tool Group Co Ltd

2. Jiangsu Yangli Forging & Pressing


Machine Tool Co Ltd

Limited liability

Jiangsu

USD 38 M

3. Nanjing Zhouyu Machine Tool Manufacturing Co Ltd

Limited liability

Jiangsu

USD 20 M
USD 18 M

4. Nanjing Juwei Machine Manufacturing Co Ltd

Limited liability

Jiangsu

5. Zhejiang Shuangli Group Co Ltd

Limited liability

Zhejiang

USD 16 M

6. Jiang Yin Machine-building Inc.

Limited liability

Jiangsu

USD 16 M

7.

Joint stock

Zhejiang

USD 14 M

8. Guangdong Forging & Pressing Machine


Tool Factory Co Ltd

Zhejiang Forging & Pressing Machine tool Factory

Limited liability

Guangdong

USD 13 M

9. Jin Feng (China) Machinery Industry Co Ltd

Foreign funded

Zhejiang

USD 13 M

Shandong

USD 12 M

10. Shandong High Density High Forging Machine Co Ltd Limited liability
Note:
Source:

State-owned: firms owned by different level of governments; collectively owned: firms owned by collective
bodies, e.g. a village, township; joint stock: owned partly by private investor or the government
National Bureau of Statistics, PRC, China Markets Yearbook, 2004

Compared to overseas competitors, most Chinese


machine tool companies are small in terms of revenue

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Competition in China is increasing as China further


integrates with the world economy; Chinese
manufacturers have become increasingly sophisticated
in their choice of machine tools
Performance
Increasing demand for high performance machines(1)

Multipurpose NC machine tools offering better integration, higher speed, more intelligence,
greater accuracy and more environmentally friendly features are increasingly required
by domestic and overseas customers, in particular those from the automotives,
aerospace and the military sectors.

Performance is one of the most important factors in our customers consideration and that
is why customers are willing to pay more for imported components in their machines.

After-sales Service
Important but becoming ubiquitous(1)

After-sales service is crucial in our business; we normally guarantee an eight-hour response


time. If the problem persists, we can provide on-site support within 48 hours in most locations
in China.

I dont think anyone can afford not to provide prompt after-sales service in the current market.
Although we are small, we still promise 24 hours on-site support to most of our customers.
In some provinces, we work with our distributors to provide after-sales service.

Quality
Brand = Quality; an important factor in winning new customers(1)

The ability to perform consistently is extremely important in our business. People just come
to us because they know our quality is good.

Poor quality wont get you very far; people will begin to know after a while.

Some people have tried to imitate our brand because they know our quality is good.

People like to purchase from manufacturers because they want to make sure that the machine
is genuine.

Price
More pressure on pricing in the low-end market(1)

There is more pressure to cut the price of our manual machines than our NC machines.

Customer will expect us to cut the price but there is really a limit to what we can do because
of the cost of imported components.

Most of our machines are aimed at the middle-end market. There is some pressure on price,
but in general it is still manageable.

After-sales service has become less of a differentiator

Note:
Source:

For metal cutting and forming machines only; does not include machine parts, tools or other consumables
(1) KPMG interviews with leading domestic machine tool manufacturers in Beijing and Shanghai

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Accession to the WTO has accelerated the development


of the machine tool industry in China
Lower entry barriers(1)
Further opens the market to foreign competition
no restriction on foreign ownership
the machine tool industry is defined as an encouraged(a) category for foreign investment

State enterprise reform to encourage the private sector to play a bigger role in the industry

As part of its WTO commitments, the Chinese government has reduced most import tariffs
on machine tools

Tariffs before and after accession to the WTO


Before WTO

2003 onwards

Metal cutting machines

9.7% - 20%

5% - 12%(*)

Metal forming machines

9.7% - 18%

9.7% - 12%(*)

Notes:
Source:

(*) final bound tariffs


China Industrial Press, Tariff on major machine tools in 2003, 19 June 2003

Policy support aimed to help domestic companies become more competitive(1)


Continue to provide funding for R&D projects in state-owned enterprises through the
State Machinery Bureau

Encourage joint research programs between research institutes and state-owned companies

Tax concessions for companies that have purchased machines from domestic companies
(up to 40 percent of the cost can be deducted from taxable income)

Preferential treatment for domestic machine tool companies in government-sponsored projects

Encourage the merger of state-owned companies to form a few large regional machine tool
companies that have the scale to compete effectively

The machine tool industry is regarded as the foundation of the manufacturing industry
and hence has an important role in Chinas ongoing economic development(2)

The machine tool sector is one of the encouraged


categories for foreign investment and one with
relatively few restrictions

Note:
Sources:

(a) China classifies its industries into 4 categories for foreign investment, i.e. encouraged, permitted, restricted
and prohibited; those classified as encouraged will receive the least amount of restriction from the government
(1) China Industrial Press, Tariff on major machine tools in 2003, 19 June 2003
(2) KPMG interviews with China Machine Tool Builders Association, July 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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The overcrowded low-end market has resulted


in significant price-based competition
Small, inefficient producers
State-owned and private domestic companies together accounted for 78 percent and 80 percent
respectively of the total number of companies in metal cutting and metal forming sectors
in 2002(1)

Most of these companies are small and relatively inefficient


in metal cutting, only 22 out of 411 companies managed to achieve sales of over
USD 12 million in 2002
in metal forming, the number was only 10 out of 218 companies
most of these companies are products of the former centrally planned economy and hence
are burdened with excessive labor, outdated production facilities and technologies

Ownership of metal cutting machine tool manufacturers 2002

36%

42%

Privately owned
State owned
Collective-owned
Foreign invested

14%

8%

Note:
Of 411 companies, only 22 companies had sales over RMB 100m (USD 12m) in 2002
Source: National Bureau of Statistics, PRC, China Markets Yearbook, 2004

Ownership of metal forming machine tool manufacturers 2002

20%
Privately owned
State owned

11%
60%

Collective-owned

9%

Foreign invested

Note:
Of 218 companies, only 10 companies had sales over USD 12m in 2002
Source: National Bureau of Statistics, PRC, China Markets Yearbook, 2004

Source:

(1) National Bureau of Statistics, PRC, China Markets Yearbook, 2004

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Increasing competition at the low-end


As China further embraces market competition, many local companies find it increasingly
hard to compete for market share and resources to invest in new technologies. Most are
forced to compete in the low-end market with little or no differentiation
Chinas state-owned machine tool companies mainly produce low to mid-level tools
for their own market and export to other markets(1)

Changing market demand is exacerbating competition at the low-end


Chinas manufacturing industries have undergone significant transformation over the
last few years
increasing demand for new product features and quality are prompting manufacturers
to upgrade their tools and equipment
future demand for machine tools is expected to shift towards middle to high-grade machines

Intense competition and shifting demand are putting pressure on pricing

There are too many suppliers in the low-end market


where demand is shrinking. We have decreased the
price of our low-end machines by around 10-15 percent
since last year(1)

Source:

(1) KPMG interviews with a domestic machine tool manufacturer in Beijing, July 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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To stay competitive, domestic companies are


becoming more active in new product development
and more willing to use JVs and cooperative
production(a) to acquire new technologies
Domestic companies rolling out new products
365 new machine types were developed by leading Chinese machine tool companies in 2001,
of which 212 or 58 percent were NC machines(1)

Most of these new machines were developed in-house, indicating a high level of internal
product development capability
We have purchased a lot of machine tool technology from our Japanese partners
since the early 1990s. In addition, we have received funding from the state to develop
new products(2)

Number of new products developed in 2001

Metal cutting machines


Metal forming machines
Total
Source:

Note:

Sources:

Non NC

NC

Total

% developed in house

100

198

298

97%

53

14

67

85%

153

212

365

89%

China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, 2002

(a) Cooperative production refers to an one-off project-based cooperation between domestic and foreign
manufacturers; in most of the cases, foreign manufacturer provides technology and management know-how
and domestic manufacturer is responsible for production
(1) China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, 2002
(2) KPMG interviews with machine tool manufacturers in Beijing, July 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Technology transfer methods


Technology transfer is still the major approach in acquiring more advanced machine tool
technologies among Chinese machine tool producers

Instead of outright technology purchases, JVs or cooperative production have become


more popular. Some even went as far as acquiring overseas companies
in 2001, at least nine JVs and 32 cooperative production agreements were signed(1)
in 2003, Dalian Machine Tool Group company purchased Ingersoll International
(a US company), in order to acquire better technology and management know-how(2)
Chinese machine tool makers have progressed 50 years in the last 10... some gained
at the expense of foreign intellectual property rights but more through joint ventures
and cooperative agreements with US, Japanese or European companies, exhibitors
at the China International Machine Tool Show 2003(3)

Leading Chinese machine tool manufacturers have begun to gain market share in the middle
grade machine segment which was traditionally dominated by imports from Taiwan and Korea
Our machines now compete head to head with those produced by Taiwanese
manufacturers. The price gap between a Taiwanese machine and ours used to be around
20 percent, but now it is no more than 10 percent, a domestic machine tool manufacturer
in Beijing(4)

Number of joint ventures and cooperative production agreements in 2001


Joint Ventures
Metal cutting machines
Metal forming machines
Total
Source:

Cooperative production

25

>3

>7

32

China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, 2002

Domestic machine tool companies may acquire


technology by purchasing companies overseas

Sources:

(1) China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, 2002
(2) PR Newswire Association, Ingersoll International Announces Sale of Ingersoll Production Systems,
11 October 2002
(3) Financial Times, Tool companies place business health ahead of threat from SARS, 16 April 2003
(4) KPMG interviews with machine tool manufacturers in Beijing, July 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Foreign companies have dominated the middle to


high-end market with superior technology and quality
Domestic machine tool component technology development
Chinese machine tool companies have traditionally put more emphasis on in-house
manufacturing and less on outsourcing

The lack of specialization has limited the development of dedicated machine tool component
manufacturers and hence constrained the development of key machine tool component
technologies locally

Since the opening of its economy in the mid-1980s, China has been aggressive in acquiring
foreign technology

China is already able to produce a range of key machine tool components domestically
but still relies on foreign imports for more advanced technologies
... China still has a long way to go to catch up with the developed world in
terms of speed and intelligence of CNC machine tools, as well as in the area
of green manufacturing(1)

Respondents in our survey indicated that the significance of competition from local
companies is similar to that from foreign companies(2)

Major Machine Tool Components Technology Comparison


Standard in China
Electric spindle

Precision ball screws

Linear guide ways

Overseas standard

Torque: <100 Nm
Speed: <15,000 r/min
Lubrication: oil/grease

Precision: 0.004 / 300mm


Speed: 45 m/min
Surface hardness:
lack of uniformity
High noise

Torque: <300 Nm
Speed: <75,000 r/min
Lubrication: atomized oil
Precision: 0.002 / 300mm
Speed: 80-160 m/min
Surface hardness:
high uniformity
Low noise

Precision: 0.005 / 1,000mm


Speed: 100 m/min
High noise

Precision: 0.003 / 1,000mm


Speed: 200 m/min
Low noise

NC systems

MTBF: 10,000 hours

MTBF: 30,000 hours

Robotic arm tool change

Tool change time: 3-4s

Tool change time: <1.5s

High speed cover

Breadth: 2,000-4,000mm
Speed: 15 m/min

Breadth: 4,000-5,000mm
Speed: 30-40 m/min

Note:
Source:

Sources:

MTBF stands for machine time before failure


China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, edition 2003

(1) KPMG interviews with China Machine Tool Builder Association, July 2003
(2) KPMG survey in Germany

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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The high-end machine tool(a) market(1)


Machine tools that meet the highest level of specification in speed, precision, quality
and automation

Typically used for production of precision parts in the automotive, aerospace, military,
medical equipment and electronics industries

A stronghold for foreign machine tool companies from Germany, Japan, the US, Switzerland,
France and Italy

The mid-range machine tool(a) market(1)


Mid-range machines that are capable of volume production in a highly automated environment

Typically used in large scale production by small to large industrial companies

Predominantly served by companies from Germany, Japan, the US, Switzerland, France,
Taiwan and South Korea, and increasingly by leading Chinese companies

The low-end machine tool(a) market(1)


Manual and low grade NC machines

Typically used in small machine shops and processing factories

Completely dominated by Chinese domestic machine tool companies

Leading domestic machine tool manufacturers have


been able to move up-market to compete in the
mid-range market

Note:
Source:

(a) Represent metal cutting and forming machines only; does not include machine parts,
tools and other consumables
(1) KPMG interviews with China Machine Tool Builder Association, July 2003; KPMG analysis

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Entering China
More foreign companies have decided to move
production into China to be able to provide product
to customers in China at competitive prices
Market entry for foreign companies
A total of 77 foreign-invested metal cutting and metal forming companies have been set up
since China opened its door to foreign investment in the mid-1980s, with around 46 since 1998

The rise in the number of foreign-invested companies reflects:


a desire to move production onshore to serve customers in China
a response to increasing competition from leading domestic companies as well as foreign
competitors already in China

Number of foreign invested machine tool companies in China - 1998 and 2002

Metal cutting machine tool companies

1998

2002

32

57

Metal forming machine tool companies

14

20

Total

46

77

Sources:

(1) China Machine Tool Builders Association, China Machine Tool & Tools Industry Yearbook, 2002
(2) National Bureau of Statistics, PRC, China Markets Yearbook, 2004

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Results of the KPMG survey in Germany confirm that China is a key production base
58 percent of respondents indicated that China is important as a production base
this is roughly the same as the percentage (54 percent) of respondents which already
have some sort of production in China

Importance of China as a base for production

Very important

30%

Important

28%

Neutral

24%

Not important
No answer

18%
0%

0%

5%

10%

15%

20%

25%

30%

35%

Note:
n = 50
Source: KPMG survey in Germany

Moving production to China has a clear impact on the cost base


cost reduction stems from Chinas more favorable input costs such as labor, land,
and utilities
investment in machine tool manufacturing falls into the most favored investment
category and is potentially eligible for favorable tax treatment and other incentives
such as exemption of import duty on production machinery(1)
local production has enabled us to sell at a price 20 percent lower than equivalent ones
produced in Japan, a leading Japanese machine tool manufacturer(2)

Manufacturing locally brings the company closer to its customers in China,


which is increasingly an important attribute in todays purchasing considerations
localization of our products will reduce costs and ensure more competitive
and personalized products and services for Chinese customers, a European machine
tool manufacturer(3)

Sources:

(1) KPMG interviews with machine tool manufacturers, July 2003


(2) Chemical Week Associates, Modern Plastics, 1 May 2003
(3) Business Weekly, DMG Enters Chinas Machine Tool Market, 2 November 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Our KPMG survey in Germany revealed that most of the foreign manufacturers already
in China are positive about their China businesses
59 percent of respondents indicated that they had new products already in the pipeline,
and 52 percent will expand geographically
most hold a positive view about the future and expect to continue to expand
of the three respondents yet to develop a presence in China, all indicated they plan
to either export to or produce in China

For those already with a presence in China, what is your plan for future
development in China?

Already have
new products in
pipeline for
Chinese market

Expand
geographically
within China
0%

YES (59%)

NO (41%)

YES (52%)

20%

NO (48%)

40%

60%

80%

100%

Note:
n = 44
Source: KPMG survey

Overseas companies that have already moved into China


will have the advantage of a lower cost base and better
market information

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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A JV is a common form of entry for foreign investors


in this sector
Increasing Risks and Return
Technology Transfer

One-off licensing
deal, with limited
scope for further
cooperation

Whole product
technology will
be transferred

The technology
transferor will receive
a one-off payment as
well as a continuous
stream of royalties
from the use
of its technology

Cooperative Production

More direct involvement


with the local partner
than technology transfer

Work together to fulfil


specific orders from
customers, e.g. respond
to bid request from
key customers

Ownership to key
technology can
be retained

Foreign partner typically


provides the technology
and utilizes the local
partners manufacturing
facilities for production

Declining in
popularity
only early
generations of
technology are
available to
transfer

Generally of limited
duration; may or may not
continue after the order
is fulfilled

Allows foreign companies


to take part in key
development projects
without heavy investment
in plants and equipment

problems obtaining
continued support
from transferor
transferor may
lose control of
the technology
transferred
transferor may
end up competing
with its own
technology

Source:

Allows domestic
companies to shop
for needed technologies
without loss of control

Popular in mid-1990s
but gradually giving
way to other forms
of domestic/foreign
cooperation

Joint Venture

More permanent
working relationship
between involved
companies

Foreign companies
typically provide both
funding and technology
while domestic
partners provide land,
facilities and labor

Transfer of more
advanced technology
and continued support
from foreign partners
Able to utilize the
domestic partners
local knowledge,
relationship with
customers and
government officials,
and existing sales and
distribution network
May be difficult for
foreign companies
to exert control, even
in majority-owned JVs

Potential to enjoy
preferential tax
treatment and other
benefits if located
in high-tech zones

Steadily gaining
popularity in
recent years

Wholly foreignowned company

More permanent
way of doing
business in China

Start with a
clean slate
and avoid potential
partner issues

Large investment in
new facilities, need
to develop sales
and distribution
from scratch

Possibility of better
management control
over operations

Potential to enjoy
preferential tax
treatment and other
benefits if located
in high-tech zones

Retain full control


of intellectual
property and key
technologies

Likely to become
more common
after foreign
companies become
more experienced
in China

KPMG analysis of discussion with industry participants, July 2003

Despite their drawbacks, JVs are likely to remain


as the most viable entry option; it is crucial that any
partnership be based on a shared set of objectives

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Domestic machine tool companies are interested


in finding foreign JV partners but some are reluctant
to give up majority control

There is tremendous pressure on domestic machine tool companies to find foreign JV partners
all of the five companies we interviewed in Beijing indicated that there had been
ongoing foreign JV discussions in the company
all agreed that finding a foreign partner would be a positive development for
their companies

Apart from their more advanced technology and access to capital, foreign partners are expected
to instill better management, more rigorous process control and stronger product development
capabilities in the JV

Local Companies Views on Joint Ventures


We have talked to a number of foreign machine tool companies about forming joint ventures
but most did not go too far. One of the key issues was that our management wishes to retain
majority control...
We are a state-owned enterprise and have recently been selected by the government as one of the
104 companies to be privatized. The buyer can be anyone and it is largely up to our management
bureau to decide.
When we announced that we are interested in finding a foreign partner, many companies have
knocked on our door... there are still other foreign companies which might be interested to work
with us, but we will be more selective and give more consideration to the JV we just formed.

Source:

KPMG interviews with domestic machine tool manufacturers in China

For some state-owned companies, the process of forming a JV may also bring much-needed
clarity and streamlining of the ownership structure
in state-owned enterprises, management rights are scattered (e.g. multiple levels
of ministries and government bureaus)
making decisions is complicated, which has often led to delays and missed opportunities
in the market
outside investment will help dilute the ownership of the government and put company
executives in the drivers seat

Executives from domestic machine tool companies are in general reluctant to give majority
control to foreign companies
ownership issues have become major obstacles in many foreign JV discussions
intervention from the relevant government bureaus is often needed for the deal
to move ahead

The government is expected to welcome foreign/domestic JVs that make domestic companies,
in particular state-owned companies, more competitive

In most state-owned companies, it is the relevant


government bureau rather than the company executives
that makes the final decision in JV discussions
2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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After-sales service is an important issue for customers;


manufacturers have several options
Major customer groups
Large industrial companies in the automotive, shipping, aerospace, military and heavy
equipment sectors

require more attention


prefer to deal directly with company headquarters
increasingly looking for turnkey solutions and specialized machines
stringent requirement on service and quality (e.g. 12-hour response time and 24-hour
on-site service from suppliers)(1)
bidding may be required for high value orders

Small and medium sized manufacturing companies, processing factories and machine shops
served by machine tool company sales representatives in regional offices or through
non-exclusive third party distributors
need less specialized machines and can be price-sensitive
less sophisticated and require frequent support (usually provided by local distributors)

Sales channel
A three-tiered sales channel has evolved over time with
sales representatives at headquarters serving large industrial customers nationwide
directly owned regional offices in major cities serving small to medium customers
third party distributors in cities not covered by the company serving small
to medium customers

Machine Tool Sales and Distribution and Repair and Maintenance Service Map
Larger industrial
customers
ABC
Machine
Tool
Company

Regional Representative offices

Small to medium
customers

In key markets only

Third party distributors

On site response
within 12 hours

On site response
within 24-48 hours

Small to medium
customers

In other large cities where the company


does not have a direct presence
Source:

KPMG interviews with leading machine tool manufacturers in Beijing and Shanghai, July 2003

Repair and maintenance


Repair and maintenance are usually provided directly by the machine tool manufacturer
due to the complexity of machine tool technology

Service quality has increased rapidly and 12-48-hour service response time has become
the industry standard(2)

Providing good quality service nationally is a huge


challenge, in particular to new entrants
Sources:

(1) KPMG interviews with leading machine tool manufacturers in Beijing and Shanghai, July 2003
(2) KPMG analysis

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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In the past, machine tool companies were


self-sufficient and highly vertically integrated
Chinas machine tool manufacturing
Chinese companies were historically organized on the basis of self-sufficiency and most
companies sought to produce everything in-house. A typical Chinese machine tool company
would have a relatively large manufacturing operation producing most of the parts required
by its products(1)

The over-emphasis on self-sufficiency has prevented Chinese companies from specialization


and capturing the economic benefits from volume production

Large in-house production has also tied up substantial working capital and prevented many
companies from responding to fast-changing customer needs

A traditional machine tool manufacturer


R&D

Product
Design

Sourcing

Manufacturing
& Assembly

Sales

Service

Most parts, components


and sub-assemblies

Mainly raw materials and


certain key components

A flexible machine tool manufacturer


R&D

Product
Design

Sourcing

Assembly
& Processing

Some raw materials, most are


components and sub-assemblies
Source:

Sales

Service

Limited manufacturing, mainly


involved in assembly and processing

KPMG interviews with leading machine tool manufacturers in Beijing and Shanghai, July 2003

Focus on flexibility and restructuring


Following state enterprise reform in the late 1990s, many domestic companies began to realize
the need to change and become more flexible

Many machine tool manufacturers have identified a greater need for outsourcing and concentrated
on value-added activities, such as R&D, product design, sales and services

A great deal of restructuring and downsizing has resulted


We will continue to look for opportunities to outsource. We have already outsourced a lot
of machine tool parts to third party processing factories. We have reduced our headcount from
over 4,000 to around 800 two years ago(1)
Some of the Taiwanese companies in China are simply assembly factories. They buy nearly
everything from outside and hence they are extremely flexible. There are only around
20 people in the company(1)

Smaller or virtual companies are emerging as more


flexible competitors
Source:

(1) KPMG interviews with a domestic machine tool manufacturer in Beijing, July 2003

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Understanding the local industry participants is


important when assessing potential partners in China

Two snapshots of relatively large Chinese firms to illustrate their operations, scale
and development issues

Snapshot One

Background

Large, highly integrated company

One of Chinas state-owned computer numerical control (CNC) machine tool manufacturers

Currently 2,000 employees after a significant headcount reduction in the last two years

Engaged in both export and import businesses. Sales in 2002 exceeded USD 50 million

Business plan

Is vertically integrated and manufactures its own components, in contrast to other companies
which outsource some or all component product activities

Recently formed a JV with an Asian machine tool manufacturer, commenced operations in 2003,
with a planned capacity of over 1,000 CNC machine centers annually

Market / product

Specializes in heavy types of milling machines, such as plano milling and boring machines

Have captured a significant share of the non-CNC milling machines market in China

Core customers are molds and auto-related manufacturers

The CNC plano milling machine tool market dominates the market with a majority share

A heavy machine tool is 30-40 percent less expensive than equivalent imported units

Sales and distribution

Promotes its products mainly through exhibitions and advertisements in trade magazines

Employs sales representatives in major cities

Engages third party distributors for areas not covered by sales representatives

Handles repairs and maintenance work on its own

Sources:

(1) Company literature


(2) KPMG interviews with industry participants, July 2003
(3) KPMG research

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Snapshot Two

Background

A medium-sized state-owned enterprise

Currently 800 employees after massive downsizing since 2000

Engaged mainly in assembly process, with component parts outsourced

Included in a recent privatization scheme by a municipal government

Business plan

In four to five years, the company aims to become a small to medium scale grinding machine
tool company

Aims at diversifying its product lines

Wishes to develop its own R&D capability

Market / product

Specialized in grinder manufacturing, such as cylindrical grinders and CNC cylindrical


grinding machines

Has a significant share of the market in small to medium sized grinding machine tools

Over one third of production is for automotive-related manufacturers

Normally takes 6-8 months to produce a CNC machine tool

Has recently cut prices

Sales and distribution

Find it difficult to sell directly to the market

Engage third party distributors to cover most provinces, except Tibet, Hong Kong, and Macau

Prefers non-exclusive agencies for distribution

Sources:

(1) Company literature


(2) KPMG interviews with industry participants, July 2003
(3) KPMG research

2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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The Chinese business environment poses operational


challenges to foreign companies
Market factors
Intellectual property rights and the legal and regulatory environment were rated very critical
and critical by most respondents

In general, respondents to KPMGs survey in Germany do not seem to be overly concerned


about the political environment and the state of the economy in China

How important are the following factors to your business in China?

Intellectual
property

2.44

Legal and
regulatory
environment

1.66

Political
environment

1.06

State of the
economy

0.86

Notes:

(a) n = 50
(b) 0 - not critical; 1 - somewhat critical; 2 - critical; and 3 - very critical
Source: KPMG survey in Germany

Key issues encountered in China


Over half of the respondents to KPMGs survey in Germany indicated that recruitment
and the regulatory environment were major issues in doing business in China

This is in line with our report findings that JVs are the preferred form of entry
by foreign companies because of the difficulty of hiring good people and dealing with
government and regulatory bodies

What are the major issues you face in China?

Recruitment

62%

Regulatory
environment

52%

Identify a partner
for cooperation

20%

Cultural issues

18%

Speed of change
in China
0%

12%

10%

20%

30%

40%

50%

60%

70%

Note:

(a) n = 49
(b) Multiple answers per respondent were accepted
Source: KPMG survey in Germany

Local knowledge and patience will be required


to address the issues involved in entering and
operating in China
2004 KPMG International. KPMG International is a Swiss cooperative of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent legal entity and each describes itself as such. All rights reserved.

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Please contact KPMG for further information:


KPMG in China

KPMG in Germany

Global Industrial &


Automotive Products

Paul Brough
Partner
Head of Financial Advisory Services
27th Floor, Alexandra House
16-20 Chater Road
Central
Hong Kong
Tel:
(852) 3121 9800
Fax:
(852) 2973 6616
E-mail: paul.brough@kpmg.com.hk

Richard Markus
Partner
Head of Industrial MarketsCorporate Finance
Kurfrstendamm 207-208
10719 Berlin
Germany
Tel:
(49) 30 2068 4126
Fax:
(49) 30 2068 5 4126
E-mail: rmarkus@kpmg.com

Oliver Gross
Global Executive
Industrial & Automotive Products
Kurfrstendamm 207-208
10719 Berlin
Germany
Tel:
(49) 30 2068 4254
Fax:
(49) 30 2068 5 1630
E-mail: olivergross@kpmg.com

Thomas Stanley
Director
Strategic & Commercial Intelligence
27th Floor, Alexandra House
16-20 Chater Road
Central
Hong Kong
Tel:
(852) 3121 9812
Fax:
(852) 2973 6616
E-mail: thomas.stanley@kpmg.com.hk

Thorsten Amann
China Desk Germany
Hessbrhlstrasse 21
70565 Stuttgart
Germany
Tel:
(49) 711 9060 1741
Fax:
(49) 711 9060 2 1741
E-mail: tamann@kpmg.com

Warren Phillips
Partner
Head of Transaction Services
8/F, Office Tower E2
Oriental Plaza
1 East Chang An Avenue
Beijing 100738
China
Tel:
(86) 10 8518 9225
Fax:
(86) 10 8518 5111
E-mail: warren.phillips@kpmg.com.cn
Honson To
Partner
Transaction Services
50th Floor, Plaza 66
1266 Nanjing West Road
Shanghai 200040
China
Tel:
(86) 21 5359 4666 Ext 2708
Fax:
(86) 21 6288 1889
E-mail: honson.to@kpmg.com.cn

KPMG International, as a Swiss cooperative, is a network of independent member firms. KPMG International provides
no audit or other client services. Such services are provided solely by member firms in their respective geographic areas.
KPMG International and its member firms are legally distinct and separate entities. They are not and nothing contained
herein shall be construed to place these entities in the relationship of parents, subsidiaries, agents, partners, or joint
venturers. No member firm has any authority (actual, apparent, implied or otherwise) to obligate or bind KPMG
International or any member firm in any manner whatsoever.
The information contained herein is of a general nature and is not intended to address the circumstances of any particular
individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such
information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act
on such information without appropriate professional advice after a thorough examination of the particular situation.

Our information and analysis used in the report is based on research and interviews conducted in July 2003 and updated
in December 2003.

China machine tools market


February 2004
Designed and produced by KPMGs UK Design Services
No: 207 - 220
2004 KPMG International. KPMG International is a Swiss cooperative
of which all KPMG firms are members. KPMG International provides
no services to clients. Each member firm is a separate and independent
legal entity and each describes itself as such. All rights reserved.
Printed in the UK.
The KPMG logo and name are trademarks of KPMG International.

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