Another great article from Cargonews Asia that I wanted to go through is titled "Intel picks up 'Go West' gauntlet" and written by Lily Su out of Shanghai.
Intel has always been a deep interest of mine since 2003 when I was recruited for their summer internship program out of Michigan State's MBA program. Although Intel didn't end up having any projects available for our prospective interns that summer, including myself, the blessing in disguise was that I was then able to venture off to Japan and South Korea to do a great deal of independent research and study. Throughout my research of Intel during the recruiting period and while I was in Tokyo and Seoul, I had the chance to communicate with several Intel employees working with their market base in Asia.
If you look at their geographical revenue breakdown from their most recent annual report, 50% of Intel's business base is in the Asia Pacific with another 10% driven by Japan. As the leader in their industry and with so much of their business aggregated in the Asia Pacific + Japan, it is very insightful to look at aspects of their vision and investments in China within that context.
The "Go West" policy of China was adopted in 2000. A brief summary of this policy comes from a 2002 OECD report on the policy's influence regarding the energy sector:
The "Grand Western Development" Project encompasses two million square miles and 300 million people spread across eleven provinces and autonomous regions: Guangxi Zhuang, Xinjiang Uyghur, Ningxia Muslim, Tibet Autonomous Regions, and Yunnan, Sichuan, Shaanxi, Guizhou, Gansu, and Qinghai provinces, as well as Chongqing Municipality in the west. President Jiang declared the development plan crucial to China's stability and development/ According to government sources, the so-called China's second opening to the outside world calls for building 35,000 kilometres of new roads, including a Sichuan-to-Guangxi expressway, and 4,000 kilometres of new railway over the next decade. The project also includes construction of a US$14 bn pipeline linking Xinjiang's natural gas fields to Shanghai.
The government was expected to provide US$45.5 bn in 2000 to develop the West, US$8.4 billion from Treasury bond to boost infrastructure and US$37.1 bn in subsidies for local governments. At the same time, a large part of the central government’s efforts lies in cajoling better-off provinces, and state banks, to help with its western plans. Chinese domestic banks have been asked to ensure that much of their portfolios also go to borrowers in the hinterland.
The Industrial and Commercial Bank of China, one of the four first tier banks in China, hasalready responded by increasing the proportion of its loans to western provinces. However,domestic finance and technology will not suffice to undertake such a colossal task. Foreign investors and even banks are now actively being courted.
Of the more than US$400 bn in foreign direct investment that China has drawn since 1978, only a small proportion had gone into the west. With the western development plan, the government is now offering low taxes and land-use fees to lure Chinese and foreign companies that invest. The government also said that it would set up four western special economic zones that will give investors the same preferential treatment, as do similar zones on the coast.
Additional context is provided by this 2003 article in the Christian Science Monitor titled "Go west: China looks to transform its frontier:"
Like America's western expansion, China's push acts partly as a "safety valve" for the eastern unemployed. As with the US West, there are local populations, mainly ethnic Uighurs of Turkic Muslim origin, not yet reconciled to the march by the ethnic Han into their world. The Uighurs dominated Xinjiang for centuries; in 1949 they made up 90 percent of the population. Today, they are 45 to 50 percent, estimates Chien-peng Chung, at Nanyang Technological University in Singapore.
China has slowly pushed west for years. But during the mid-1990s, after the Soviet Union breakup created new fledgling states in Central Asia, the strategic importance of China's west increased. Ethnic tensions were sharply rising among Uighurs, including separatists, who felt their identity to be in jeopardy.
Some groups are violent. The spreading influence of a stricter Islam was also in evidence in Central Asia. Collectively, these changes concerned Beijing enough to initiate a Central Asian grouping, the Shanghai Cooperation Organization, designed to give Beijing a more formal tie to states on its western border, particularly to Kazakhstan, Kyrgyzstan, Tajikistan, and Uzbekistan. Just this week in Beijing, the five-year-old group moved past a concept to a formal structure, with funding and an antiterrorism center to be built in Uzbekistan.
At the same time, the west appeared to Chinese leaders as a cornucopia of untapped zinc, gold, coal, oil, energy, and land. China had spent the previous decade turning its east coast into a manufacturing mecca, a place to "get rich," in the words of paramount reformer Deng Xiaopeng.
With strategic, internal, and cross-border issues at stake, Beijing deemed it time to initiate a "Great Western Development" policy. "First develop the east, then shift to the west," as Party Secretary Wang says.
The above context is important when putting the economic considerations of this policy into consideration as a business operating in China, especially a foreign business. As I have illustrated before, the assessment of security, people, and political flows must be combined with an assessment of economic flows to understand more completely the environment within which one intends to do business.
With this in mind, lets move to the present and the article at hand. The author opens with a simplified assessment of the current state of the "Go West" policy:
China's plea to foreign companies to "Go West'', away from the popular trade centres of the Pearl River Delta, Yangtze River Delta and Bohai Rim, seems to have fallen on deaf ears. Companies have complained of the poor infrastructure, such as road and airport facilities, which result in higher logistics costs as some of the reasons for not setting up operations in the West.
Obviously, this is an article about Intel going west, and it is interesting how much research was involved in doing so:
One company, however, heeded the government's call and unperturbed by the challenges of moving to the West, decided to go ahead and set up its operations in Chengdu, capital of Sichuan Province. Although it took US computer giant Intel three and a half years of intensive research before making the move to Chengdu in 2004, the company is pleased with its decision and since then has started expanding its facilities.
As an industry leader, it doesn't seem unreasonable to do this much research and groundwork towards establishing a foothold in a relatively untested China west. I believe many project planners out there would agree with me that such a human capital intensive investment in advance ensures that future investments in physical infrastructure and capital will be more sound and in line with an entity's overall strategy.
The article goes on to outline Intel's primary investments:
Intel started with a microprocessor testing and assembly factory in December 2005 and is to set up a second facility currently under construction next to the present one, which will begin operations in 2007. The company's investment in the Chengdu facilities adds up to US$450 million. Intel's move has attracted other major foreign companies to set up operations in Chengdu.
Of particular interest to me are Intel's peripheral investments:
Intel has made an effort to enhance Chengdu's logistics infrastructure and efficiency. For example, Intel worked with the Chengdu Shuangliu Airport authority to improve facilities, upgrade security measures and enhance ground handling.
Chengdu is what could be called an "island of connectivity," a term I have used in previous posts. Intel's investments above are the perfect example of my comments below:
Thus, the difficulty we face in ensuring the above islands of connectivity are malignant is not only because their proximate infrastructure is so bad, it is because we are in reality having to ramp-up the whole region's dilapidated supply chain infrastructure that happens to parallel a dilapidated security infrastructure. This is due to the fact that the physical, informational, financial, relational and innovational supply chain architectures that feed into an "island" must go through at least one if not several Gap states or networks that are equally poor if not worse in terms of cost, quality, speed, and safety.
The article quotes an Intel representative on the biggest barrier:
"The biggest challenge in Chengdu is still the Customs,'' said Joshua Wu, Intel's Greater Asia region logistics transport manager. "Compared with Shanghai, Chengdu Customs is more laid back and not accustomed to dealing with large quantities of fast moving, high-valued products.'' But they are ready to learn and know now what is required by a high-tech company, said Wu. Intel sponsored the Customs staff from Chengdu to visit Beijing and Shanghai to learn and improve their service.
The following comment by Wu validates my comments above and illustrates why momentum in building an island of connectivity into a long-term, outward connectivity driver is critical:
Intel hopes more multinational corporations will move to Chengdu which could help reduce logistics costs. "Bring more friends and there will be less costs,'' said Wu.
Other similar businesses, including Semiconductor Manufacturing International Corporation of China, MPS of the United States, Unisem of Malaysia and PSI Technology of the Philippines, have set up assembly and testing facilities in Chengdu. And telecom companies such as Motorola and Nokia set up R&D labs and technology centres in Chengdu even earlier than Intel.
As I stated in my earlier post regarding China's focus on building air cargo capacity, having the air logistics piece in place will allow firms to more feasibly venture west while the ground infrastructure catches up. This article mentions some air cargo firms building up that air logistics piece:
International carriers are flying into the West as well. Last year, Lufthansa made Chengdu its new freighter destination, and this year, Air France-KLM will connect Chengdu with Amsterdam. DHL is also considering setting up an operation centre at Chengdu airport.
Again, Intel has been a driver in raising the level of supply chain logistics plugging into Chengdu:
Wu said Intel played an important role in the European carriers' decision to operate out of Chengdu, but convincing them was hard work. "The airlines need to see a common value to fly in there,'' he said. "Chengdu has not been so convincing as a cargo airport in the past, and we had to show them the growth potential of the place."
Maintaining an island of connectivity while trying to extend that connectivity further is hard work. As the article further articulates, not all companies are interested in that challenge, or perhaps even fit for the challenge, and of course need to make considerations based on their particular industry:
Maurice Herschtal, area sales manager of TimCal Group, said, "I will not go to Chengdu.'' A manufacturer of graphite products, the company is based in Beijing, with a factory in Changzhou, which is close to Shanghai. Herschtal explained that to benefit from operations in an inland province, the company must either find raw materials available there, or have high value-added products that make the logistics cost minimal. "And we don't see any of that in Chengdu. "Intel can go to the end of the world if they like,'' said Herschtal. "But for us, producers of low-value goods, the logistics cost can add up to 10 percent in the final product price. We cannot take the same strategy as the IT industry.''
The above type firm will move into an "island" like Chengdu when the regional logistics network has reached a certain standard level. In this case, it is probably wise for a smaller firm to let a big investor like Intel take the lead in bringing the regional logistics infrastructure up to acceptable standards, but observing the development process closely as it moves forward and entering the market a few months prior to the point when the overall benefits can be reasonably forecasted to outweigh the costs.
The article gives a couple more examples that suggest this is the approach to take for going West:
George Zhao, vice-president, supply chain, of B&Q, was of the same opinion. B&Q, a home improvement retailer, has opened stores in Chongqing and Chengdu, but Zhao said they are not making money in the two largest Western cities. "Unlike Intel, we have to meet different tastes of local customers, which make our logistics more complicated, and our product is also not of high value,'' he explained. "Logistics cost is a huge deal to us, and the cost to deliver to the West is simply too high.''
Andrew Corporation, a manufacturer of communications equipment such as antennas, also marked Western China as "negative''. David Liu, the company's general manager in logistics and distribution, Asia Pacific, said Andrew carried out an evaluation last year on whether to set up factories in Western China. "The answer was 'don't go','' he said. But Liu expected things could change in a few years, by which time Andrew will re-evaluate the possibility of going West.
Of course, its too narrow of a perspective to say that logistics costs alone will make or break a deal to go West. A business must consider all the key drivers towards successfully executing the desired strategy. Via its initial round of research, Intel has done that:
Wu from Intel acknowledged the numerous logistics challenges in moving westwards, and said setting up plants in Chengdu does not really save much on logistics costs, compared to setting up base in Shanghai, Beijing or Hong Kong. But he said there were other incentives such as tax breaks and favourable regulations that made the total cost attractive to them.
The Sichuan government expanded the duty-free trade development zone to accommodate the Intel plant, and also removed the quotas that apply to the level of borrowings of companies with foreign investment.
The manner in which Intel links the logistics hubs in the East with its location in Chengdu is illustrative of the air/ground trade-offs and difficulties companies will have to expect over the short- to mid-term:
Currently, Intel does consolidation work in Shanghai's Waigaoqiao Free Trade Zone, and then moves the materials from Waigaoqiao to Chengdu using air freight or truck transport depending on the quantity of goods.
Bonded air transport is still a "'muddy'' situation, said Wu, when describing the current status of their intra-China distribution. As for the road to the West, many of the sections are still narrow mountain roads which cannot support container trucks, so Intel uses one-tonne or five-tonne trucks. Intel is also considering using new tracking technology as there were too many GPS (Global Positioning System) blind spots for trucks on their way to Chengdu.
Wu said as an emerging economy, the Western area is definitely more expensive in terms of logistics costs. "Every logistics service provider will charge you a premium to go there,'' he said. "But prices will get cheaper once the market starts to adopt the industry. There is always going to be a no-cheapness phase.'' For its factory in Chengdu, Intel is now using more than 10 logistics service suppliers, because they are unable to find a good 3PL there.
Of course, where there are inefficiencies, there are business opportunities. Mr. Wu goes on to provide some basic advice:
Wu advised companies to abandon the "one size fits all'' mindset if they want to set up multiple sites in China. "Maturity level and motivation differs from province to province, and so do the interpretation and understanding of the regulations,'' he said.
He pointed out that apart from enabling an existing model to meet the basic logistics requirements, it is most important to exert external influences to stimulate the local area's logistics adoption, such as what Intel did with Chengdu Airport and the carriers.
"Be patient - we took five years,'' he stressed. "But if I re-did the selection process all over again, I would still select Chengdu.''
Businesses interested in areas like Chengdu should regularly track milestones in the improvement of key logistics infrastructure such as below:
In April, Chengdu Airport began the construction of a $25.6 million cargo terminal which is expected to be complete in October. The new cargo terminal will have an annual capacity of 400,000 tonnes, and will be five times larger than the current cargo facilities.
For more on Chengdu:
UPDATE: China Law Blog takes a look at a recent Wall Street Journal interview with Ian Yang, Intel's Beijing-based co-general manager of Asia-Pacific. This is very complementary to the above information on Intel.