-1-SHA-4301-200099-01-01RolandBerger&PartnerGmbH–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Delhi–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–KualaLumpur–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–ZurichTobecomealeadingbrandinthewaterheatermarketinChina–Presentation–BoschThermotechnikWernau,Germany,January17th2000-2-SHA-4301-200099-01-01Thisdocumentwascreatedfortheexclusiveuseofourclients.Itisnotcompleteunlesssupportedbytheunderlyingdetailedanalysesandoralpresentation.ItmustnotbepassedontothirdpartiesexceptwiththeexplicitpriorconsentofRolandBerger&Partners.ContentPageA.TheWTOentryofChina:atwo-edgedweaponforforeign-investedcompaniesintheconsumerdurablessector3B.SalesandmarketingofconsumerdurablesinChina:keyfindings17C.AnalysisofBoschTTwaterheaterbusinessinChina30C1.TheChinesewaterheatermarketwillbecomemoreattractiveduetothegreatgrowthpotential31C2.Inordertoexploitthemarketpotential,BoschTTshouldreconsideritssales&marketingstrategyinChina36C3.Casestudies44D.RolandBerger&Partners:acompetentpartnerforBoschTT48-3-SHA-4301-200099-01-01A.TheWTOentryofChina:atwo-edgedweaponforforeign-investedcompaniesintheconsumerdurablessector-4-SHA-4301-200099-01-01InordertoentertheWTO,theChinesegovernmenthasagreedtofurtheropenthemarketstoforeigninvestorsMaincontentMaincontentCommitmentsCommitments•Openpost-restrictedmarketsectorstoforeigninvestors,e.g.telecommunication,distribution,aftersalesservice,Internet,financialservices,etc.•PermitforeigninvestorstoholdthemajorityshareofjointventuresinpreviouslyrestrictedsectorsWideningmarketaccessEliminationofnon-tariffbarriers•Abolish70barriersimmediatelyaftertheentryofWTO,andremovetherestofabout300barriersby2005(e.g.quotas,licenses,statetradingetc.)•Improveaccesstodistributionchannelsforforeign-investedcompanies•Decreasetheaverageimporttariffofindustrialgoodsfrom17%to10%by2005•Cuttheaveragetariffofagriculturalproductsfrom31.5%to14.5%by2005•Reducethetariffonimportedcarsfrom80%~100%to25%until2006andthetariffofautopartsto10%ReductionoftariffsImprovementoftheenvironmentFDI•Providebetterenvironmentintermsof-Protectionofintellectualproperty-Judicialenforcementandinspection-Transparencyoflawsandregulations-Nationaltreatment-5-SHA-4301-200099-01-01DifferentindustrybyprotectionandinternationalizationextentDifferentindustrybyprotectionandinternationalizationextentComparedtootherindustrialsectors,consumerdurableswillbelessaffectedbytheentryintoWTO1)：Evaluationofprotectionextentofacertainindustryhastwocriteria：oneismarketentrybarrier，theotherisprotectionextentineachlinkofvalue-addedchainofthisindustryReasonsReasons•Thelocalmanufacturerscurrentlydominatethedomesticmarketwiththeadvantageoftheirnationwidesalesandservicenetworks•Mostofthekeyglobalplayersarealreadypresentintheconsumerdurablesmarket•Exceptforafewkeycomponents,mostofthepartsareproducedlocally•Consumerdurablesisoneoftheindustrialsectorswhichwereopenedtoforeigninvestorsintheearlystageoftheimplementationoftheopen-door-policyPublishinghighlowlowhighLOWMIDDLEHIGHPharmaceuticalTransportationConsumerdurablesCommoditysteelBrandedFMCGConstructionElect.Media,telecomAutomotiveBankingFinanceAgriculturalproductDegreeofglobalization1)Protectionba...
