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1 성공적인 Going China 유성민 SCM Leader Greater China Group

2 IBM은 1934년에 중국에서 비즈니스를 시작했고 1979년에 중국에 사무소를 설립했습니다. IBM Presence in China 26 Branch and office Harbin 6 Open Partner Center Service Center Urumqi North China Shenyang Beijing Dalian Tianjin Shijiazhuang Taiyuan Jinan Zhengzhou Xi an Nanjing East China Hefei Chengdu Shanghai Wuhan Chongqing Suzhou Hangzhou Changsha Ningbo Nanchang South China Fuzhou Kunming Nanning Guangzhou Shenzhen 4 Global Deliver Center North China CRL CSDL CSC SOA Solution Center Branch of SW Development Center Retail Innovation Center System Technology Development Lab South China ISSC CBIC East China China HQ of IGS ISTC Center of Command and Technology Support Global Procurement HQ 1

Zhengzhou Xi an Nanjing East China Hefei Chengdu Shanghai Wuhan Chongqing Suzhou Hangzhou Changsha Ningbo Nanchang South China Fuzhou Kunming Nanning Guangzhou

3 IBM은 현재중국에서가장좋은외국인회사로인정받고있으며, 향후 가장 좋은 중국회사 (The Best company in China)를 목표로하고 있습니다. It's not good enough to be viewed as the best foreign multinational company in China, you should want to be the best company in China." If clients are going to trust you to help them transform, we have to operate in a way above and beyond criticism. Sam Palmisano, GCG Town Hall Meeting November 14,

4 목차 China Business Trend Winning in China s Mass Market Basic Rules for Doing Business in China 3

5 2007년말 기준 중국 GDP는 세계제4위이고 2040년 세계최대 경제대국으로 발전될 예상입니다. GDP International Comparison, 2007 USD Billion GDP Forecasts, E USD Billion 45,000 U.S ,000 China Japan Germany ,000 30,000 25,000 USA Japan Germany China ,000 U.K ,000 France ,000 Italy , Despite having 20% of the world s population, China only accounted for 5% of global GDP and 24% of US GDP in 2007 Source: CEIC; World Development Indicators Database, World Bank; Dreaming with BRICs, Goldman Sachs, Oct 03; IBV analysis 4

K 2727 15,000 France 2562 10,000 Italy 2107 0 5000 10000 15000 5,000 0 2000 2005 2010 2015 2020 2025 2030 2035 2040 2045 2050 Despite having 20% of the

6 그렇지만 중국의 인당 GDP는 미국의7%밖에 안되며 국제적으로 보았을 때 상대적으로 낮은 수준입니다. GDP Per Capita, 2007 USD GDP Per Capita Forecasts USD U.S U.K France ,000 75,000 65,000 CAGR China 7.5% USA 7.5% Japan 1.7% Germany 1.4% Japan ,000 Italy ,000 Korea South ,000 World Average ,000 China (142) Indonesia ,000 5, , Source: World Development Indicators database, World Bank, revised 10 September 2008; Dreaming with BRICs, Goldman Sachs, Oct 03; IBV analysis 5

4% Japan 37670 55,000 Italy 33540 45,000 Korea South 19690 35,000 World Average 7958 25,000 China (142) Indonesia 3260 1650 15,000 5,000 0 10000

7 중국 실제 인당 GDP는 빠른 속도로 성장하고 있으며, 제조업의 비중이 가장 큰 편입니다. Real GDP per Capita and Real GDP Growth GDP Composition $3,000 12% 100% Real GDP per Capita($) 10% 8% 6% 4% GDP Growth 80% 60% 40% Services Industry 2% $ % 20% 0% China US Taiwan S. Korea Vietnam Agriculture Real GDP per Capita($) Real GDP Growth (%) China economy is projected to continue growth between 9-10% in real terms, and with population growth of less than 3% While China s economy is still largely manufacturing (industry) based, services are growing rapidly with government encouragement Source: CIA World Fact Book, Business Monitor International, IMF, WDI, IBM Corporate Economics, IBM Analysis 6

2008 2009 2010 0% 20% 0% China US Taiwan S.

8 중국의 경제는 지역별로 편차가 크고 다양한 편입니다. 상위 6개성의 GDP가 전체중국의50%를 차지합니다. 10K people People by Region RMB Yuan GDP Per Person SC NC EC 年 2001 年 2002 年 2003 年 2004 年 2005 年 2006 年 2007 年 0 Heilongjiang 2000 年 2001 年 2002 年 2003 年 2004 年 2005 年 2006 年 2007 年 GDP 100Million Yuan Xinjiang Tibet Qinghai Yunnan Ningxia Shanxi Inner Mongolia Beijing Tianjin Hebei Shandong Jilin Liangning Gansu Shaanxi Henan Jiangsu Anhui Shanghai Hubei Sichuan Chongqing Zhejiang Jiangxi Guizhou Hunan Fujian Guangdong Guangxi Hainan GDP by Province, 2007 Third Industry Secondary Industry Primary Industry 0 广东山东江苏浙江河南河北上海辽宁四川湖北北京湖南福建安徽黑龙江 7 内蒙山西广西江西陕西天津吉林云南重庆新疆贵州甘肃海南宁夏青海西藏

2001 年 2002 年 2003 年 2004 年 2005 年 2006 年 2007 年 GDP 100Million Yuan 100000 50000 Xinjiang Tibet Qinghai Yunnan Ningxia Shanxi Inner Mongolia Beijing Tianjin Hebei Shandong Jilin Liangning

9 중국의 생활수준은 부유한(Well-off, 엥겔지수 기준) 수준에 도달했지만 도시와 농촌의 차이는 점점 커지고 있습니다. Engel Coefficient, (Food Expenses/Total Consumption Expenditure) Income per Capita, RMB 70.0% 60.0% Urban Rural Urban:Annual Disposable Income per Capita Rural:Annual Net Income per Capita 50.0% 40.0% Well-off (1) 8000 Urban CAGR 8.49% Rural CAGR 6.81% % 20.0% % % Note: (1) Normally a society can be labeled as "well-off" if its Engel Coefficient is between 40 and 50 percent. Source: National Bureau of Statistics of China; CEIC; IBV analysis 8

0% Urban Rural 12000 10000 Urban:Annual Disposable Income per Capita Rural:Annual Net Income per Capita 50.0% 40.0% Well-off (1) 8000 Urban CAGR 8.49% Rural CAGR 6.

10 연수입이9,000달러를넘은가구가5천만명 정도로 추산되며, 2010년에는 1억을 초과할 예상입니다. A small percentage of households have very high incomes Estimated Income Distribution in China (2004) (1,2) Wealthy Households (NIA>$250K) Affluent Households (NIA>$9K) 0.15% 3.88% Number of affluent households is reaching critical mass The total number of affluent households is nearly 50M as of 2004 and will reach 100M by Affluent Residents in China (1) Non-Wealthy Households (NIA<$9K) 95.97% Residents in Million Number of Households Year (1) Source: _ChinaAutoWeekly_china-luxury-car-market (2) Source: BCG Wealth Management Database, China Statistical Yearbook 9

88% Number of affluent households is reaching critical mass The total number of affluent households is nearly 50M as of 2004 and will reach 100M by 2012 140 120 Affluent Residents

11 중국본토, 홍콩, 대만 (GCG) 시장은빨리성장하고있고중국2009년의 전망은 여전히 좋은 것으로 보여주고 있습니다. GCG Highlights China 2009 Outlook China's GDP grew by 10.2% in the first half of 2008 China represents the largest market opportunity with fastest growth rate 3 rd largest economy by 2010 China government s priorities: Harmonious Society balanced, spreading of the wealth inland. Rural development: Indigenous innovation Reduce energy consumption & environmental pollution Support local enterprises go global HKG will continue to benefit from its strong infrastructure in financial systems and links to China TWN lags behind China and Hong Kong, investment slowing down due to presidential election and increasing tension across the strait 6th largest IT market by nd fastest growth market for Small Medium Business Shift to Solutions, Software and Services Every industry is growing > 10% YTY through 2010 Solutions are critical and major pieces of infrastructure are required 4.1M graduates, 600K engineers per annum Strong engineering and technical skills 10

12 중국 2008년 올림픽후 Olympic effect on total China economy is not much. - $43billion spending accounts only speck of country economy - Even there is economic hangover in Beijing, it will not suffer whole country However, China economy growth has already began to slow down even before Olympic. The trend will continue after the event. Two new national economy goals after Olympic - Seek fast and sustained economic growth - Keep inflation under control Global economy circumstance will have a negative effect on China economy in Possible US Recession and global slowdown will cause export slump - One-digit growth is realistic in

economy growth has already began to slow down even before Olympic. The trend will continue after the event.

13 목차 China Business Trend Winning in China s Mass Market Basic Rules for Doing Business in China 12

14 중국의 매스마켓(Mass Market) 에서 성공하는 것이 중국에서 성공하는 지름길입니다. IBM China Mass Market Study, 2007 Objectives: - Understand China mass market opportunity - Offer recommendations in three key areas Sales and distribution R&D and procurement Human resources Fact based: Study Overview foreign companies in China surveyed - Over 50 foreign and Chinese front-line executives interviewed Focused on four key industries: - Electronics - Automotive - Consumer packaged goods - Retail 13

three key areas Sales and distribution R&D and procurement Human resources Fact based: Study Overview - 180 foreign

15 중국의 매스마켓은 점점 더 많은 회사의 Market Share을 높이고 이익을 창출할 수 있는 전장이 되고 있습니다. Premium Battle For Profits and Market Share Foreign Companies Why Mass Markets? 1. Premium-end segments are maturing and have limits Product Offerings Profit Pressures 2. Lower-middle ranges large and growing rapidly 3. Pre-empt domestic competitors Mass Market China Chinese Companies Target Markets Global Challenge is pursuing mass markets while sustaining leadership in the high-end 14

Premium-end segments are maturing and have limits Product Offerings Profit Pressures 2.

16 IBM은 이 거대한 시장을 지리적 측면과 고객세분화를 감안하여 정의하고 있습니다. China s Mass Markets Emerging China 305 Tier 3-5 Cities Annual Household Incomes US$3,000-6,000 Lower- Middle Class ~40% of all households by 2008 Relatively untapped urban markets for industrial and consumer products Under-served, price-sensitive customers across urban China Source: IBV analysis; Rise of the Chinese Consumer. CSFB conservative scenario 15

Lower- Middle Class ~40% of all households by 2008 Relatively untapped urban markets for industrial

17 이시장은GDP의 43%를 차지하는신규성장도시와40%의 도시인구를 포함하고 있습니다. China Population vs. GDP Share 70% 60% 50% 40% 30% 20% 10% 0% Prosperous China Chinese cities Emerging China Total Population 37M 82M 234M ,300 Average Population Tier 1 cities Population share Tier 2 cities GDP share Tier 3 cities 9.4M 3.9M 1.3M.9M.7M 16 Tier 4 cities Tier 5 cities Poor China Tier 6 cities Total.7M N/A.9M GDP % 13% 21% 43% 14% 8% 100% No. of Cities N/A 654 Note: The 654 cities within Tiers 1-6 are defined as county-level and larger by the PRC City Statistical Yearbook. They represent 92% of total GDP and 46% of the population Source: China City Statistical Yearbook 2005; IBV China analysis Rural

share Tier 2 cities GDP share Tier 3 cities 9.4M 3.9M 1.3M.9M.7M 16 Tier 4 cities Tier 5 cities Poor China Tier 6 cities Total.7M N/A.9M GDP % 13% 21% 43% 14% 8% 100% No.

18 일반적인 예상과는 달리, 상당부분의 신규 성장 도시는 내륙지방이 아닌 연해지역에 있으며 신속히 발전을 하고 있습니다. Tier 3-5 Cities 58% in coastal provinces Beijing Tianjin Shanghai 80% with average salaries in lowermiddle class range Key Tier 1 and 2 cities Tier 3 to 5 cities Tier 1 cities in bold Guangzhou 50% growing by 15% per year or more Source: China Statistical Yearbook IBV analysis 17

salaries in lowermiddle class range Key Tier 1 and 2 cities Tier 3 to 5 cities Tier 1

19 중국의 매스마켓에서 성공하기 위해서는 비즈니스 모델과 Value Chain 전반에 걸친 운영모델의 변화가 요구됩니다. Illustrative Manufacturing Operations R & D 구매 생산 판매 배송 A/S Human Resources Prosperous China -Premium Market Strategy Global, Global, higher higher cost cost Globally Globally Driven, Driven, Global Global Specs Specs Primarily Primarily In-house In-house Tier Tier 1 1 and and 2 2 cities cities Specialized Specialized logistics logistics Primarily Primarily in-house in-house Buying Buying talent talent from from Tier Tier cities cities??????? Emerging China -Mass-Market Strategy Localized, Localized, lower lower cost cost Locally Locally Managed, Managed, China China Specs Specs Outsourced Outsourced Tier Tier 1 1 to to 5 5 cities cities Vast but Vast but improved improved traditional traditional network network Both inhouse and Both inhouse and outsourced outsourced Building Building talent talent nationwid nationwid e e 18

Global Specs Specs Primarily Primarily In-house In-house Tier Tier 1 1 and and 2 2 cities cities Specialized Specialized logistics logistics Primarily Primarily in-house in-house Buying Buying talent

20 중국 매스마켓에서 성공하기 위해서는 주로 3가지 운영 부문에 중점을 둬야 합니다. 핵심 운영 영역 Mass Market Levers Sales and Distribution Channels R&D and Procurement Human Resources Geographic Coverage and New Channels: Broader yet flatter channel networks to reach tier 3-5 cities Strategic Partnerships: Specialized partners for coverage and sales. Use of third party logistics providers (3PLs) Collaboration: Deeper relationships with channel partners enabled by electronic sharing of information China R&D: Products developed to meet China s mass market preferences and price points China Procurement: Strategic procurement capabilities to build local supply base and maximize savings Localization: Management team with the required deep market knowledge to win in mass markets Recruitment and retention: Build instead of buy strategies to recruit and retain talent nationally 19

Strategic Partnerships: Specialized partners for coverage and sales.

21 매스마켓에서 합리적인 가격의 제품을 개발하기 위해서는 4가지 영역을 잘운영해야합니다. R&D and procurement strategies for the mass market 1. Establish local R&D and product specifications to meet local market needs 2. Improve method for identifying and qualifying local suppliers R&D Suppliers Use similar structure/format as sales and channels section Market 3. Protect IP and increase collaboration by grooming and investing in local suppliers 4. Improve R&D and procurement organization capabilities Demand Rural Urban Current Future Mass Targeted 20

22 현재까지 많은 회사는 지적재산권과 다른 이슈 등으로 인하여 중국에서 R&D 투자를많이하지않았으나, 향후 이 부분에 대한 투자가 증가할 것으로 예상됩니다 Original products for China and global markets Localization of global products, minimal customization We can t develop CT scanners in Milwaukee for China we ve got to develop them in China Jeffrey Immelt, Chairman and CEO, General Electric 1990 Minimal investment in R&D We need to be present here, understand the trends and work with local institutions to provide products and solutions based on these trends. -- CEO Richard Hausmann, Siemens 21

23 Motorola와 Peugeot는 중국시장에 저가격 고기술의 제품을 이미 투입했으며, 다른 회사도 이를 따라할 것으로 예상됩니다. Motorola Motofone F3 Low price: < $40 USD High growth: Targets new subscribers, estimated at 74 million in 2007 mainly from emerging cities High-tech: slimmer than a RAZR, battery life of 400 hours, voice-activated calling User-friendly: icon-based interface and local language voice prompts are easy for new users Peugeot 206 Compact Sedan Low price: Prices starting at US$9,000. Competitive with domestic offerings High growth: Subcompact and microcar segments account for 50% of new car sales and are growing High-tech: Most fuel-efficient car in category (1.4 liter) and winner of 30 industry awards Mass appeal: European style, quality at local price Successful: Over 30,000 sold in 2006, helping Peugeot double China sales Source: Motorola and Peugeot websites, Sohu.com auto portal, Asian Telcos in 2007, Lehman Brothers. IBM 22

24 IBM의 조사결과에 의하면 중국에서 소싱을 하는 목적은 중국 자체와 수출 목적 공히 50% 정도로 대등하게 나타나고 있으며, 중국 지역 공급사들의 비용 잇점을 당분간 누릴 것으로 예상됩니다. What portion of your sourcing is for China versus global markets? 2005 vs What is the average savings you have / will achieve by using local suppliers instead of importing? 100% 90% 50% 50% 80% 70% 60% 50% 40% 30% 20% 54% 52% 46% 48% Export Markets Domestic Consumption 40% 30% 20% 10% 35% 26% 20% 5% 5% 10% 0% % Source: IBM Operational challenges facing MNCs in China survey

25 뿐만 아니라, 향후 3년간 중국에서의 소싱 비율은 비약적으로 증가할 것으로 예상됩니다. Percentage of Global Sales Revenue Sourced in China (2006 vs. 2009) 20% % for 2009 % for % 11% 14% CAGR 57% 12% 13% 15% 10% 9% 7% 8% 8% 0% Automotive Overall average Retail Consumer Products Electronics Source: IBM Operational challenges facing MNCs in China survey 2006, IBM Institute for Business Value 24

26 중국의 소싱을 통한 성장 및 비용절감을 달성하기 위해서는 내부 및 외부의 다양한 문제들을 극복해야 합니다. What are the main challenges in your China procurement operations? Change from 2006 to 2009 Finding and qualifying suppliers 34% -21% Quality management 32% -4% Intellectual property management 30% +3% Enforcing transparent and ethical business practices 28% -1% Total cost-effectiveness 21% +4% Supplier management and collaboration Complexity of supplier processes and regulations Finding qualified procurement managers and staff Coordination with global operations 19% 19% 18% 18% +7% -2% -7% +5% 0% 5% 10% 15% 20% 25% 30% 35% Source: IBM Operational challenges facing MNCs in China survey 2006 Percentage of Respondents 25

27 목차 China Business Trend Winning in China s Mass Market Basic Rules for Doing Business in China 26

28 중국 비즈니스의 기본 원칙 Rule 1: Everything is possible. Rule 2: Nothing is easy. Rule 3: Western business logic may not always apply. Rule 4: It's a fun project if there's no deadline. Rule 5: If you persist - it will come to you eventually. Rule 6: "You don't know China" means they disagree. Rule 7: "New regulations" means they've found a way to avoid something. Rule 8: "International regulations" means they are mad at you. Rule 9: "Basically, no problem" means Big Problem. Rule 10: When you feel optimistic - remember Rule #2. Rule 11: When you feel pessimistic - remember Rule #1. Andrew Carpenter - The China Club 27

29 중국의기업문화 --- 협상 Westerners negotiation style is relatively more direct. Chinese style are more reserve in general, and it takes time to reach the bottom line. Having meals together is a common way of building relationships. Providing delicacies indicates the desire to further a relationship A successful result requires knowing both sides is Chinese philosophy. From Blueplate_Chinese_Culture by Wendy Chen and Kevin Beck 28

30 중국의기업문화 --- 관계 중시 Westerners normally focus on commercial transactions and, if they are successful, a relationship will ensue. Chinese prefer prospective business partners have a relationship, and a good relationship will have a positive impact on the commercial transactions. A business card is very important during the introduction. A relationship has its obligations. Relationships are developed slowly and cautiously. From Blueplate_Chinese_Culture by Wendy Chen and Kevin Beck 29

31 중국의기업문화 --- 이미지 중시 Image is an essential component of the Chinese national psyche. Having a good image means having a high status and a wide influence in the eyes of one's peers, and is a mark of personal dignity. In general, Chinese are sensitive to gaining and maintaining image in all aspects of social and business life. Insulting an individual or criticizing them in front of others (including some improper joking) can cause some negative impact to a good image. Nothing personal, it is just business is U.S. philosophy. From Blueplate_Chinese_Culture by Wendy Chen and Kevin Beck 30

32 중국의기업문화 --- 지위 및 사회적 레벨 Chinese society, companies and communications are more organized on the level of the position. Social manner encourage the Chinese to stay within their own responsibilities. For example, it is preferred that the opinion is presented by the leader instead of the member, so as to keep the consistency of the team s image. From Blueplate_Chinese_Culture by Wendy Chen and Kevin Beck 31

33 谢谢! Sean Ryu

15_3oracle

15_3oracle Principal Consultant Corporate Management Team ( Oracle HRMS ) Agenda 1. Oracle Overview 2. HR Transformation 3. Oracle HRMS Initiatives 4. Oracle HRMS Model 5. Oracle HRMS System 6. Business Benefit 7.