Because I currently work in a medium-sized logistics firm here in Japan, I have often discussed the struggle for such firms to be resilient in the face of the rapidly and deeply penetrating effects of globalization into once isolated domestic markets such as in Japan and China, amongst other countries throughout the world's history.
Recently, I came across an article in Cargo News Asia titled "Small Firms Fight for Survival" that I later discovered had been touched on by both the China Economic Review and also referenced by the China Law Blog. Expanding on their commentary, I would like to look at the article from my experience as someone working in a logistics company and also reflect on the similarities between China and Japan's logistics market dynamics for smaller firms.
Due to the fact that Japan's logistics industry has been highly regulated until only recently, its dynamics are not too unlike China's logistics market, and in some cases it could be said that China's logistics market is more progressive. Alongside the picture painted in this article by Ramond Duan in Beijing, I will try to paint a parallel picture of Japan.
The article starts off with the following paragraphs:
Small Chinese logistics operators are fighting for their lives as consolidation and expansion-minded multinationals form a two-pronged assault on an industry predicted to grow by 15 to 20 percent a year until after 2010.
Consolidation has been in full swing since China opened up its logistics sector on December 11 last year under World Trade Organisation agreements. Multinationals have seized the opportunity to enter the market independently or take over niche domestic operators and expand into the hinterland, while big Chinese domestic firms are gobbling up small mainland companies.
As the competition hots up in the coming years, "there will definitely be fewer but stronger players in the logistics market,'' said Cai Jin, director of the China Logistics Information Centre. "Many will have to pull down their shutters or merge with rivals."
Due to the maturity of the Japanese market, the logistics industry here isn't expecting near the growth of China, but small Japanese logistics operators are under extreme internal and external pressures as larger firms become more comfortable with M&A strategies, and as foreign firms further adapt to the unique demands of the Japanese market.
Japan's logistics industry has also experienced deregulation not unlike that China has initiated under WTO requirements. In the past, logistics operations across Japan were extremely fractured and thus smaller firms could count on being protected from competitive pressures due to local barriers to entry; they could maintain their local niche without the fear that more resourceful firms could readily establish competing operations. However, with the concept of a "nationwide network" being key to the marketing of logistics services for Japanese 3PL's, larger firms are moving to solidify this type of network via acquisition while regionally-based niche firms are trying to increase value-added services that will help them maintain market position. Those medium-sized firms caught inbetween establishing a viable niche and providing a flexible, nationwide network are in a difficult strategic position--these firms either will need to get larger via M&A or restructure to enable a focusing of resources into their most successful and resilient niche services to avoid going out of business.
The article illustrates that China's market is similarly fractured:
There are more than 700,000 logistics enterprises registered on the mainland, mostly small and medium-sized operators, according to the Chinese Federation of Logistics and Purchasing. Most of them lack strategic planning, skillful personnel and systematic management, amplified by a poor level of information technology.
Wu Yue, a senior logistics researcher with the Beijing Materials College, said: "As competition grows and the market environment changes, the consolidation of various types of logistics providers will expand, both in scale and scope."
And that smaller Chinese firms have similar strategic decisions to make as smaller Japanese firms:
If Chinese operators specialise in specific areas in which they hold the upper hand they could get stronger, despite the flood of foreign capital, said a source at the Chinese Federation of Logistics and Purchasing.
The interesting thing about the first highlighted paragraph above is that it clearly emphasizes the three pillars of strategy management as presented in The Balanced Scorecard and strategy mapping. Those pillars, under the "Learning and Growth" perspective, are organizational capital--which strategic planning and systems management falls under, informational capital--which information technology falls under, and human capital--which skillful personnel management falls under. In such a difficult and rapidly changing market environment, strategy mapping is a management tool that can assist small logistics firms in making the strategic decision(s) being forced upon them.
In essence, the strategic decision(s) facing small- and medium-sized Japanese logistics firms is the same facing Chinese firms:
He (Mr. Wu Yue above) warned that resources would flow towards strong businesses, the average profit ratio of the industry would further decline along with demand for brand and service quality, and the small operators would be ousted or shift their focus to survive.
Below the article illustrates just how aggressive foreign operators are in shifting strategy in the face of deregulation. Interestingly, the pace and depth of this activity seems to exceed that of Japan in a historical comparison, with foreign operators now simultaneously strengthening their presence in Japan. I believe that the growth in China has logically had a profound effect on the strategic decisions made by foreign operators in the rest of East Asia, particularly with the heavy amount of trade between between China and the Japanese and South Korean markets.
Since the opening of the logistics market, there have been big changes on the foreign logistics landscape: Schenker set up a logistics centre near Beijing's airport; STX Panocean of Korea launched a joint venture in Qingdao in April; US multimode operator Burlington Northern Santa Fe Corporation set up an office in Shanghai in April; Prologis and Wurth plan to expand their logistics park in Shanghai; and container service provider Scoular settled down in Guangdong.
But it was the buy-outs of businesses by multinationals that is causing the biggest ripples. FedEx, which entered into a 50-50 joint venture with Datian in 1999 after leaving another partner, paid the company US$400 million to purchase the other 50 percent early this year. Soon afterwards, TNT offered US$135 million for 100 percent control of Huayu Logistics, the biggest truck operator on the mainland, based in Heilongjiang Province. A year earlier, UPS agreed to pay US$100 million to break free from a joint venture with Sinotrans.
One of the interesting phenomenon to watch will be how small- and medium-sized, private Chinese logistics firms react to M&A by larger foreign operators and other mainland logistics firms. With the above deals and the additional information below, it seems already that the Chinese market is at least in line with Japan, and perhaps even more open to such activity. In the least, operators are considering a number of strategic options and this in and of itself will contribute to growing sophistication in the market over time:
Then why are local operators eager to sell? Money matters, said a Beijing company manager. Private operators see opportunities to make lucrative gains by offering their services to multinationals.
(From my limited experience in China, I have found that traditions are less of a barrier when money is to be made as compared to Japan).
Wang Zhile, director of the Multinationals Research Centre of the Ministry of Commerce Research Institute, said foreign investors needed first to consolidate domestic market resources and management to improve efficiency before buying out their mainland partners.
Other local operators have decided on a different route to stay in the fight. Chen Ping, chairman of Zhai Ji Song Express Delivery (ZJS Express), based in Beijing, plans to list the nation's top private express company in Hong Kong. He is already in contact with fund managers and accountancy firms. Baogong Logistic Group, a 3PL in Guangdong, is also considering the IPO (initial public offering) route on the mainland since the government lifted its IPO ban in the Shanghai and Shenzhen stock markets in late May after a year-long closure.
There are a number of resources on M&A activity in China, but below is one of the most recent and publicly available reports I have on hand:
Download china_ma_report_2006.pdf