Building new market in China

Transcription

1 China(Shanghai) International Boat Show (CIBS) Building new market in China Helena Gao June 2013

2 Table of Contents A. General Information about CIBS B. Highlights of CIBS2013 C. Boat Industry in China D. Upward Trend In the Consumer Activity E. Summary & Prospects

3 A. General Information about CIBS CIBS, Navigator of Asian Leisure Boating Largest boat show in Asia Covering the Whole Yacht Industry Oldest boat show in China since 1996 Co-organized with CBITA

4 A. General Information about CIBS SQM ( m2 ) Within 10 years, the exhibition space is 7 times of that in 2004.

5 A. General Intro about CIBS The exhibitors of 2013 is 4 times of that in More boats under 8 meters were exhibited onsite, an increase of 43% from CIBS2012 as for years the general public has shown big interest in smaller boats in the Chinese market, proving that boating is not only fun for the rich but also for middle-class with larger population.

6 A. General Intro about CIBS The visitors of 2013 is 6 times of that in PPL In spite of the health concerns of Bird Flu, CIBS 2013 saw an increase of 10% in terms of visitor numbers accredited by the third party. In total, 34,822 visitors from 51 countries.

7 B. Highlights of CIBS2013 B1. General Information 10% increase of visitors number from 2012; More than 500 exhibitors with approximately 550 boats presented on the show; SQM, an increase of 26% from the previous year; 6 National Pavilions with the tremendous support from the governments or associations of their home countries; 20 yachts exhibited on the mother river of Shanghai city; 60 new boat models launched for first time ever in China, with more than half revealed to the world for the first time; 50 events organized by the show organizer and partners articles reported with media return valued RMB 32,851,000 in total by April 18 th. Supporting Organizations of National Pavilions

8 B. Highlights of CIBS New Boat Models Launched On the bund of Huang Pu River Outdoors Exhibiting Mr. Bjorn Ingemanson, Grobal CEO of Volvo Penta in CIBS.

9 B. Highlights of CIBS Onsite Events and Programs 2013 China Int l Forum on Yacht Economy and Waterfront Leisure Industry Development 4 th Asian Marine & Boating Awards 6 th CIBS Charity Regatta On site Try & Testi in the pool 18 th Int l Conference on High Performance Marine Vessels

10 B. Highlights of CIBS2013 B2. Visitor Analysis According to the data accredited by a third party, 40% visitors of CIBS2013 were professional buyers with industry knowledge and expertise. From many exhibitors' words, the majority had clear purchase intention and went to the exhibitors with more specific questions and inquiries while visitors to earlier shows lacked understanding of the boats and yachting scene. CEO/GM 15% Others, 5% Chairman/ Partner 12% Department Manager/ supervisor 19% Senior Civil Servant 20% Professionals 20% Manager/ person in charge 19% By the title of the visitors By the expense of family on the leisure boating (RMB)

11 C. China Market RMB GDP Per Capita & Growth Rate GDP per capita Growth rate Forbes list of 2010 confirms that there are 64 billionaires in China, which places the country at No.2 in the global Billionaires list. However, please it should be noted that there are over 900,000 people whose net worth is more than 10 million RMB (USD 1.3m) with the majority aged under39. An even larger, and younger, population exists at the 5 million RMB worth. Shanghai (132,000 millionaires) has the second highest number of wealthy people in China after Beijing, reported by China Daily citing the Shanghai Wealth Report 2011.

12 C. China Market Vehicle Population Vehicle population (0000) Growth rate (%) *Source: <2012 China Luxury Report> and China Custom Information networks * Source: State Statistics Bureau

13 C. China Market Yachts Import Volume & Turnover in China Import Volume Import Turnover(USD, million) *Source: <2012 China Luxury Report> and China Custom Information networks Including the yachts between 8m-90m and other boats.

14 C. China Market Top 3 Chinese Domestic Yacht Manufactures Double Happiness Sunbird Sea Stella

15 C. China Market Yacht Clubs in China Shanghai Bahrfuss Yacht Clubs On the bund of Huangpu River 52 berths Sanya Serenity Marina Stopover of Volvo Ocean Race 325 berths Shenzhen Longcheer Yacht Club * First Yacht Club in China * 245 berths 3 yacht clubs planning over 1000 berths respectively are under construction Shanghai King Leader Yacht Club, 3000 berths Chongqing Longqin Yacht Club, 1000 berths Xiamen Xiangshan Yacht Club, 1000 berths Qingdao Olympic International Sailing Center Purposed initially for 2008 Beijing Olympic Games 500 berths

16 C. China Market 30 boat shows held in China while they can be divided into 4 different types. Business-oriented Full supply chain of Maritime Industry: CIBS City-wide or provincial: Shenzhen boat show, Macau boat show Multi-discipline event: Hainan Rendez-Vous ( along with the other luxury brands) Guangzhou boat show (focusing on the sports brands) Governmental-backed Xiamen boat show, Qingdao Boat Show,Haikou Boat Show 6 boating magazines, 15 boating websites

17 D. Upward Trend In the Consumer Activity Purposes to purchase personal leisure/challenge business entertainment Marketing tool Types of boats purchased by the Chinese owners Motor boat: Ferretti, Azimut, Princess, Sunseeker and Fairline. Sail boat: Beneteau, Jeanneau Catamaran(*): more space, easier to handle, more kinesthetic. Fishing boat & Sports boat: Brunswick, Regal Consuming Trend Senior boat owners: They have increasingly higher demands for boat quality. (e.g. The first private owned boat was imported 15 years ago, which is made in Taiwan. But now the same owner has a fully customized 115 footer ; Junior boat owners: The overall number is stably increasing. But due to some hiccups e.g. knowledge, skill, crew and government policy, they rather choose small boats to start with.

18 D. Upward Trend In the Consumer Activity Largest Motor Yacht in Province * Source: <China Boating>

19 D. Upward Trend In the Consumer Activity 2012 Asian Marine & Boating Awards List Awards Best Dayboat (Sportsboat/Dinghy) Best Sailing Yacht -45 Best Sailing Yacht 45+ Best Fishing Boat Plateau25 Prize-Winner Beneteau Oceanis43 Passport Vista 545 CC Riva Iseo Best Motor Yacht -40 Searay 390 Best Motor Yacht Ferretti 720 Best Motor Yacht 75+ Most Innovative Company Best Brand Penetration Best Yacht Designer Asian Regatta of the Year Asian Boating Capital of the Year Personality of the Year Yacht Club of the Year Azimut Grande 120 SL Adastra Design Team Sunseeker Ed Dubois Volvo Ocean Race Sanya Stopover Hong Kong,China Tiger Teng jianghe of VOR Team Sanya Royal Hong Yacht Club 2013 Asian Marine & Boating Awards List Awards Prize-Winner Best Dayboat (Sportsboat/Dinghy) RS Sailing Best Sailing Yacht -45 Hanse 415 Best Sailing Yacht +45 Jeanneau Sun Odyssey 469 Best Motor Yacht -40 Regal 35 Sport Coupe Best Motor Yacht Monte Carlo 65 Best Motor Yacht +75 Ferretti 124 Custom Line Best Brand Penetration Sunseeker Best Yacht Designer Axis Design Hansheng Yachts for new use of Asian Regatta of the Year solar power on a cruiser Best Sports Boat Chris Craft Corsair 32 Best Sports Fishing Boat Most Innovative Company Asian Regatta of the Year Asian Boating Capital of the Year Asian Boating Personality of the Year China s Leading Lights-- Media Special Awards Boston Whaler 270 Dauntless Yamaha helm-master Outboard Control System China Cup Hong Kong Guo Chuan Sunbird, Double Happiness, Sea Stella

20 CIBS2012 D. Upward Trend In the Consumer Activity Bahrfuss Royal 88/RMB368 mil./sold 1 Sunseeker 40/ RMB140 mil./sold 1 Brunswick: Harris/RMB3.2 mil. per/sold 13 Searay185/RMB4.35mil. Per/sold 1 Searay270SLX/RMB14.5 mil. per/sold 1 Harris/sold 8 (intention) Searay330 /RMB31 mil. per/sold 1 (intention) Meridian/RMB150 mil. per/sold 1(intention); Ferritti: Ferritti 570, Ferritti620, Riva Iseo/RMB450 mil.(totally intention) Jeanneau: Prestige500/ RMB86 mil. per 1NC11/ RMB 33 mil. per/sold 1 (intention); Smooth Marine: sold RMB30 mil.(total) Jebsen: Fairline58/190 mil. per/sold 1 (intention) SEALORD CHINA: Bayliner335/22 mil. per/sold 1 MISTY HARBOR /2.7 mil. per/sold 1 AVA49/RMB86 mil. per/sold 3 (intention) Selected list of intention and deal CIBS2013 Bahrfuss: Sold 13 yachts with RMB49 million in total; 15 members applied for yacht driving school valued RMB300,000 in total. Sunseeker: Got 2 intended orders for Mahattan53 valued RMB2400 million in total; Got 1 intended order for M53 valued RMB31 million in total. Speedo Marine: Got several intended orders for Regal 30 & Regal whose unit price is RMB2-3 million/per; Sold Regal 2300 valued RMB900,000 in total and got several intended orders for feet yachts. Smooth Marine: Sold 12 motorboat & all-terrain vehicle presented onsite valued RMB4 million in total. Sea Stella: Sold feet catamaran valued RMB50 million in total; Got 10 intended orders for Seastella-53 valued RMB40 million in total and 2 intended orders for Seastella-63 valued RMB18 million in total.

21 D. Upward Trend In the Consumer Activity A dozen of big regattas held in China every year! China Cup: 6-year history with 30 Beneteau 40.7 as the biggest one-design fleet worldwide. Last year, it beat Phuket King s Cup in terms of the entry numbers and recently scheduled in the racing calendar of ISAF; Round Hainan Island Regatta : Annual event starting from stop by stop circuit in 2009 and became oneoff passage race in 2012 Taiwan-Strait Regatta:Racing across the strait directly to encourage the friendship between mainland China and Taiwan.. Various regattas in the coastal cities including Xiamen, Qingdao, Shenzhen... Regatta and sailing events on the lake organized weekly by the grassroots sailing yacht clubs Swan 82s is so far the biggest sail boat registered in Asia and guess what.. It belongs to a Chinese entrepreneur!

22 E. Summary & Prospects Major Advantages in China Why China s maritime sector matters km navigable waterways 10 th longest coastline 7 of the top 10 ports in the world 3 rd largest Merchant Marine 9 th largest shipping flag state 4 th on beneficial ownership Around marinas can be found in China Around boat builders are located in China The current Chinese waterfront leisure & marine industry Strong market demand for waterfront leisure industries and marine industry development Strong individual purchasing power thanks to the increased GDP and income. Strong attention and financial resources assigned by the Government being steered towards waterfront development and industrial economy.

23 E. Summary & Prospects Major Challenges in China Manufacturing ---Varied yacht design to meet Chinese customer demand and geographical conditions --- Environmental power and propulsion system --- Infrastructure and construction requirements Operation Management & Service --- Marina Construction for private and public demand --- Lack of yacht driving, operation, manufacturing and talent management --- Need for yacht clubs and water safety management Government Policy & Culture --- Lack of standards and rules for safety, declaration process and examination --- China maritime industry and lifestyle culture is still in the early stages

24 E. Summary & Prospects Toward the Ocean & Ocean Economy --- announced by the new Chinese government In 2009, the Council adopted the Views on Speeding Up the Development of Tourism," and put tourism and leisure - one of the Autonomous Region's pillar industries - in a prominent place and to develop it vigorously. In 2013, the Government launched National Platform for Leisure Tourism in which the development of the yachting industry is listed as the State Guiding Category of Encouraged Projects is a period of important strategic opportunities for the cruising and yachting industry. The 2011 gross income was 2.25 trillion RMB which is 208 times that of 1994 ( billion RMB). Included in this, the 2011 gross domestic tourism income was 19 times higher than in 1994.

25 E. Summary & Prospects Mediterranean Caribbean

26 Thank You!