中国经济增长放缓 外国公司心生惶惑
Auto-Sales Slowdown in China Clouds Growth Assumptions
SHANGHAI -- A sudden sales slowdown is shaking up automobile companies in China, dimming one of the brightest lights of the Chinese economy and amplifying the anxieties of other industries doing business in the fast-growing market.
After two years of growth that topped 50%, China's auto market has hit the skids. In September, year-to-year sales dropped 3.6%, the first monthly decline in 2004. Several of China's best-selling models saw sales drop more than 50% in the month from a year earlier, according to the China Association for Automobile Manufacturers, an industry group. Although nine-month sales are still up nearly 17% from the year-earlier period, momentum has stalled for swaths of the industry. Auto executives say Chinese government efforts to curb credit are taking a toll on consumer appetite, while manufacturers cutting prices on new cars to remain competitive have hurt profits.
"It's mainly an issue of consumer confidence," says Philip F. Murtaugh, chief executive of the Chinese group at General Motors Corp. of Detroit. "When the economy is a bit tenuous, people don't spend." Also, gasoline prices are creeping higher, presenting an additional threat to car sales, though government controls keep domestic prices much lower than international prices.
The shaky state of China's auto market is lifting the stakes for the multitude of foreign companies that have announced billion-dollar-plus expansion plans in the country. It raises questions about the long-range bets global auto makers have made on what two decades from now may be the world's largest car market.
China's economy grew 9.6% in the second quarter from a year earlier. Some of China's wealthy coastal cities such as Shanghai continue to boom. But growth is expected to have slowed to 8.9% in the third quarter, according to a survey of 13 economists conducted by Dow Jones Newswires. Although the U.S. still drives the global economy, China's share of global trade -- now at 6% -- has tripled since the early 1990s, raising the prospect that a Chinese slowdown could have significant repercussions, according to the International Monetary Fund.
With many foreign companies counting on China's growth to drive sales, even slight economic blips are being felt in corporate boardrooms. GM last week blamed a lackluster third quarter in part on slowing sales in China, even though its units here continue to make money. Nokia Corp.'s revenue from mobile phones, which globally fell 13% for first nine months of 2004, have come under pressure in China amid a price war for market share.
Mobile-phone sales in China slumped 23% in the second quarter compared with the previous quarter, after nine straight months of growth. The decline came as mobile-phone shops cut down on their orders in anticipation of an economic slowdown, says Liu Wei, a marketing executive at Analysys International, a Chinese consulting company specializing in the information-technology and telecommunications industries. The pace of purchasing laptop computers also eased 6.3% in the second quarter from a year earlier after rising 36% in first three months, according to Analysys International.
The slowdown even is showing signs of hitting companies that sell basic consumer goods. Whirlpool Corp. of Benton Harbor, Mich., which reported a 3.8% drop in third-quarter net income yesterday, said slowing demand in China was partly to blame for an operating loss of $10 million in its Asian operations for the period.
Meanwhile, strong sales in China have boosted the recent fortunes of some. International Business Machines Corp. of Armonk, N.Y., said Monday that it enjoyed one of its best third quarters of earnings in years partly because of new business in China and Russia. New York's Corning Inc., a maker of ultrathin glass and other products, has experienced a boom in supply to producers of sleek computer and television screens. Yet reflecting how some sectors are suffering more than others, sales of ceramic materials for catalytic converters have tapered off with the auto industry's slowdown.
"This is part of China becoming a more mature market, and industries are doing it at different speeds," says Simon J. MacKinnon, president of Greater China for Corning. "Previous growth rates were unsustainable."
Auto companies are scrambling to adjust to the changing landscape. Several foreign auto makers quietly are paring production, including the Shanghai units of market leaders Volkswagen AG of Germany, and GM. Japan's Mitsubishi Motor Corp., citing a "change in business conditions," has scaled back its sales presence in China, closing four distributors and two branch offices. The move comes amid Mitsubishi's severe operating difficulties in Japan and the U.S but also reflects a less certain outlook for the Chinese market, said a Mitsubishi executive. Other car makers have revised 2004 forecasts downward. Italy's Fiat SpA is projecting flat passenger-car sales from a year earlier, according to an executive at Fiat's joint venture in Nanjing.
Topping the list of concerns is a sharp rise in inventories of unsold cars, which put pressure on dealers as well as auto makers. The China Association of Automobile Manufacturers estimates car inventories rose 115,000 in August from 80,000 for the first three months of 2004. "If you take a look at the industry, inventories are increasing -- pretty alarmingly, really," says Mr. Murtaugh of GM, which recently trimmed Shanghai GM's production of its popular Buick. "Over the last few months, we decided to hold production in line with sales," he says.
The slowdown also is rippling beyond the makers of automobiles to the companies that supply them with parts. Delphi Corp. of Troy, Mich., which reported a third-quarter loss of $114 million, has been squeezed by low-cost Chinese producers. Yet even ultracompetitive Chinese auto-parts suppliers, such as Fuyao Glass Industry Group Co., have felt the pinch. Fuyao, China's largest maker of automobile glass, in August cut its work force by 17%, laying off 1,000 workers, according to Huang Zhongsheng, a senior manager.
He says such moves highlight efforts to bring down Fuyao's costs and ultimately could contribute to the industry's longer-term health with less-expensive cars spurring new buying. While China's auto industry enjoys low labor costs, tariffs on top imported parts tend to drive up sticker prices. "It's unreasonable for Chinese car prices to be so much higher than the rest of the world," he says.
Many Chinese urbanites, enamored with one day owning their own car, have refrained from buying in anticipation that prices still could go lower. But pockets of demand are apparent, especially in sedans priced below the luxury level. Sales at Guangzhou-Honda Automobile Co., maker of the Accord, rose 90% in the first nine months from a year earlier. Chang'an-Ford Automobile Co. saw sales more than triple over the same period as it began promoting its Mondeo.
VW remains the market leader, with roughly less than a third of the market, but its share has been eroding amid strong gains by other auto makers. Its FAW VW joint venture's sales declined roughly 3% in the first nine months from a year earlier, while sales at VW's Shanghai joint venture declined about 8%. The softening demand has prompted Shanghai Volkswagen to "make adjustments in its output," says Zeng Jialin, a spokesman for Shanghai VW.
Ford Motor Co., based in Dearborn, Mich., says the company is bracing for more market volatility in China and also could adjust production if sales slow. The company's joint-venture partner, Chongqing Changan Automobile Co., said yesterday that its third-quarter net profit fell 32% on the year, thanks to weak car sales. "We don't like the volatility," says Kenneth Hsu, a Ford China spokesman. "But we know it's something we have to live with."
By 2025, GM and others say, China could overtake the U.S. to become the world's largest car market. GM in June announced it would invest $3 billion over the next three years to more than double capacity. GM's Mr. Murtaugh, who continues to see "tremendous demand" in China for cars after sales grew 54% in the first nine months, says the company took into account that growth would slow when formulating its plans.
"We never based our plans on unrealistic growth expectations," he says. In the meantime, GM continues to roll out new models to try to tempt consumers back to the market. On Monday, Shanghai GM introduced its latest car aimed at Chinese yuppies, the Excelle HRV Hatchback, a model that combines Italian design and a price tag of $16,500.
Other car makers that have enjoyed an unusual combination of fast sales and fat profit margins say the recent pace of sales offers a more realistic picture of what to expect here on out, they say. "We believe it is quite normal," says Mr. Zeng of Shanghai VW, which recently knocked about $1,200 off its Santana model that retails for about $15,000. "This situation will last for a few years." 中国经济增长放缓 外国公司心生惶惑
销售突然放缓使得中国的汽车行业有了前所未有的一种危机感,这个中国经济中最亮的一盏灯看上去已有些黯淡,也使得中国这一迅速增长中市场的其他行业猛然间增大了心中的焦虑感。
连续两年增幅超过 50% 的中国汽车市场已戛然踩住了刹车。 9 月份中国的汽车销售量较上年同期下降了 3.6% ,这种月销售量低于上年同期的现象今年还是第一次出现。据行业协会中国汽车工业协会 (China Association for Automobile Manufacturers) 的数据, 9 月份中国最畅销几款车型的销售量较上年同期均有超过 50% 的跌幅。虽然今年前 9 个月的销售仍较上年同期有近 17% 的增长,但业内许多领域的增长动力已经消失。汽车行业的管理人士表示,中国政府限制信贷的措施也抑制了消费需求,制造商们为保持竞争力而降低新车售价则损害了利润水平。
“这主要是消费者的信心问题,”通用汽车 (General Motors Corp.) 中国公司首席执行长墨斐 (Philip F. Murtaugh) 表示,“当经济有些不佳,人们总是节制支出。”而且,汽油价格也在逐步攀升,给新车销售带来更多压力,虽然中国政府的控制使得国内油价大大低于国际价格。
中国汽车市场的不景气,使那些计划在中国投资数十亿美元以进行业务扩张的外国公司面临挑战。同时,全球汽车制造商有关 20 年后中国将成为世界最大的汽车市场的长期预言,也似乎不再那么让人全然信服。
第二季度中国经济较上年同期增长了 9.6% 。一些富裕的沿海城市如上海,仍在持续繁荣。但据接受道琼斯调查的 13 位经济学家的预期,第三季度经济增长已放缓至 8.9% 。虽然美国仍在推动全球经济,中国在国际贸易中的份额已较 90 年代初增长了两倍,达到 6% ,国际货币基金 (International Monetary Fund) 认为,这使得中国经济放缓的影响将大为增加。
由于有这么多外国公司指望中国成为其销售增长动力,中国经济哪怕出现些许问题都会成为公司董事会中讨论的焦点。上周,通用汽车将第三季度业绩的不如意就部分归咎于中国地区销售的放缓,虽然其中国子公司仍在盈利。诺基亚 (Nokia Corp.) 的全球手机收入今年前 9 个月下降了 13% ,也是因为受到中国市场价格战的压力。
在连续 9 个月增长后,中国第二季度的手机销售量较前一季度下降了 23% 。中国信息技术和电信咨询公司易观国际 (Analysys International) 的营销主管刘伟(音)表示,由于预计经济增长将会放缓,手机零售店减少了订单。根据易观国际的数据,第二季度台式电脑的销售量较上年同期下降了 6.3% ,第一季度为增长 36% 。
经济的放缓似乎还影响到了出售基本消费品的公司,如惠而浦 (Whirlpool Corp.) 周三公布第三季度净利润下降了 3.8% ,并将其亚洲业务这一季度出现 1,000 万美元的运营亏损部分归咎于中国市场的需求减缓。
与此同时,产品在中国市场上的旺销也给一些公司带来了福音。国际商业机器公司 (International Business Machines Corp.) 周一宣布,第三季度的收益情况是多年来最好的,这应部分归功于公司在中国和俄罗斯新推出的业务。超薄玻璃制造商纽约的康宁公司 (Corning Inc.) 也受益于超薄电脑和电视屏幕生产商需求的大增。但也有一些行业受到了负面影响,用于生产触媒转化器的陶瓷材料销售就受了汽车行业的拖累。
“这是中国市场日益成熟的一个标志,各个行业的发展速度不一样了,”康宁的大中华区总裁麦肯农 (Simon J. MacKinnon) 表示,“以前的增幅是难以维持的。”
汽车公司目前正努力应对市场的变迁。几家外国汽车制造商正在悄悄削减产量,包括市场领军人物大众汽车 (Volkswagen AG) 和通用汽车 (GM) 的上海子公司。日本三菱汽车 (Mitsubishi Motor Corp.) 以“商业环境变化”为由,缩减了在中国地区的销售力量,关闭了 4 家经销店和 2 个分办事处。此举虽与三菱汽车在日本和美国的业务遇到了严重的经营困难不无关系,但三菱汽车的一位管理人士表示,这也反映了中国市场的前景变得更不明朗。其他汽车制造商也向下修正了 2004 年的预期。意大利菲亚特公司 (Fiat SpA) 预计今年轿车的销售量将与上年持平,这是菲亚特南京合资企业的一位管理人士透露的。
最令人担忧的还属汽车库存的急剧增长,这不仅对汽车制造商是个压力,也让经销商感觉沉重。中国汽车工业协会估计,截至 8 月底汽车库存从第一季度末的 8 万辆增至了 11.5 万辆。“如果你看看汽车行业的状况,库存增加的确令人触目惊心,”通用汽车的墨斐表示,“过去几个月,我们决定将产量保持在与销售持平的水平。”上海通用汽车最近下调了受欢迎的别克 (Buick) 轿车的产量。
这种放缓也从汽车制造商传递至了汽车配件供应商。面临中国低成本制造商的竞争,德尔福公司 (Delphi Corp., DPH) 第三季度亏损 1.14 亿美元。但即使是最具竞争力的中国汽车配件供应商,如福耀玻璃 (Fuyao Glass Group Industry Co. Ltd.) ,也感到了痛楚。这家中国最大的汽车玻璃制造商 8 月份裁员 1,000 人,裁员幅度达到 17% 。
该公司高级经理黄中生(音)表示,这是福耀玻璃降低成本的大举动,有利于行业的中长期健康,汽车价格的下降可吸引更多人买车。虽然中国的汽车行业享受低劳动力成本的优势,但关键进口配件的关税也会将售价推高。他说:“中国的汽车价格比世界其他地方贵这么多是不合理的。”
梦想拥有私家车的许多中国都市人因为期待汽车价格将一降再降而持币观望。但需求依然明显,特别是定价低于豪华级的轿车。雅阁 (Accord) 的生产商广州本田汽车 (Guangzhou-Honda Automobile Co.) 的销售今年前 9 个月较上年同期增长了 90% 。正在促销蒙迪欧 (Mondeo) 轿车的长安福特汽车 (Chang'an-Ford Automobile Co.) 同期销售增长了两倍多。
大众汽车依然是市场的领军人物,市场占有率稍低于 1/3 ,但在其他汽车制造商的步步进逼下,其市场占有率呈现下降。其一汽 - 大众 (FAW VW) 合资企业今年前 9 个月的销售较上年同期下降了 2.8% ,而上海大众合资企业的销售下降了大约 8% 。上海大众的发言人曾家林(音)表示,需求的疲软也促使上海大众进行产量调整。
但福特汽车 (Ford Motor Co.) 表示,公司为中国市场出现更多的波动做好了准备,如果销售量下降,也可以调整产量。该公司的合资方重庆长安汽车 (Chongqing Changan Automobile Co.) 周三表示,第三季度净利润较上年同期下降了 32% ,原因是汽车销售疲软。“我们不喜欢市场的波动,”福特中国的发言人许国祯 (Kenneth Hsu) 表示,“但我们知道,我们必须适应这一点。”
通用汽车和其他公司预计,到 2025 年,中国可能就会超越美国成为全球最大的汽车市场。全球最大的汽车制造商通用汽车 6 月份宣布,未来 3 年将投资 30 亿美元将在华产能扩大一倍以上。通用汽车的墨斐在看到今年前 9 个月销售量增长 54% 后,继续看好中国庞大的汽车需求。他表示,公司在制定计划时就已考虑到了增速会放缓的可能。
“我们从来不基于不切实际的增长预期制定计划,”他说。与此同时,通用汽车继续推出新款车型,以试图吸引消费者重返市场。周一,上海通用汽车推出了旨在吸引中国雅皮一族的凯越 HRV 两厢轿车,这款融合了意大利设计的车型售价 16,500 美元。
其他一贯坐享销量劲增和丰厚利润的汽车生产商们表示,最近的销售速度提供了一个更实际的持续前景。“我们相信,这非常正常,”上海大众的曾家林表示,“这种状况将持续几年。”上海大众最近将桑塔纳 (Santana) 轿车的售价调低了 1,200 美元。