Innovation Chinas next advantage?

2012 China Innovation Survey

A Benelux Chamber of Commerce, China Europe International Business School (CEIBS), Wenzhou Chamber of Commerce and Booz & Company Joint Report

How new ideas and practices taking shape in China will change global approaches to innovation
One of Chinas key objectives is to develop an innovationbased economy. Its leaders know that if their country is to make the transition from being a mid-level emerging economy to being an all-round developed economy its companies will have to move up the value chain and this can only be achieved through developing new technologies and expertise inside China. To realize this goal, the government has put a range of policies in place. A key priority of its current Five Year Plan (2011-15) is to transition the country from Made in China to Created in China. The states Science and Technology Development Plan calls for 2.5 percent of GDP to be spent on R&D by 2020. National level research programs, such as the State High-Tech Development Plan and the National Basic Research Program, support the development of new technologies across a wide range of fields.1 The government is strengthening measures to protect intellectual property and spending on education has risen by around 20 percent annually since 1999. Scientists working overseas are being encouraged to return to China via the Thousand Talents scheme, and universities are increasingly involved in knowledge exchange programs with companies. Already officials can point to several major technology breakthroughs in its space program, its high-speed trains, and soon in its commercial aircraft industry, which looks certain to start delivering its first regional jet in 2012, and likely to be delivering large aircraft by the end of the decade. But how successful are all these policies where they matter most in the innovation strategies and practices of companies based in China? To find out, the Benelux Chamber of Commerce, Wenzhou Chamber of Commerce, CEIBS and Booz & Company conducted the 2012 China Innovation Survey, interviewing more than 100 leading Chinese companies and multinational companies (MNCs) across five sectors industrials, automotive, health/life sciences, consumer goods, and chemicals and energy.2 The survey aimed at finding answers to some key questions about innovation in China. Are Chinese companies catching up with global competitors in their capacity to innovate? If so, how? Is China becoming a

global hub for innovation? What are the key issues for innovation in China? Will the current barriers to innovation disappear? And what are the implications of the changes in China-based innovation for both Chinese companies and multinational companies? The results were surprising above all in their finding that many global companies already perceive Chinese companies as major innovation powers. Of the MNCs interviewed, 45 percent said some of their Chinese competitors were equally or more innovative than themselves (Exhibit 1).

Exhibit 1 Almost half of the interviewed MNCs perceive Chinese competitors as equally or more innovative than themselves

45%

Chinese equally innovative or better

Chinese less innovative

55%

In general, the MNCs saw Chinese companies as having key advantages in two separate areas: first, government support, and second, in their ability to deliver products rapidly to markets via their decisiveness, speed-of-action and proximity-to-market (Exhibit 2).

1.The State High-Tech Development Plan is often referred to as the 863 program because of the date of its launch in March 1986, while the National Basic Research Program, launched in March 1997, is also known as the 973 program. 2. For a detailed breakdown of the surveys participants, see Appendix on page 11.

Innovation Chinas next advantage

Exhibit 2 MNCs see Chinese companies as advantaged in government support, decisiveness, speed and proximity-to-market

Chinese companies have the following advantages over MNCs average rating
4.4 4.2 4.1 4.0 4.1 3.8 3.9 3.7 3.5 3.9 3.7 3.4 3.2 3.0 3.7 3.8 3 3.1 3.3 3.1 2.8

2.1 1.9 1.9 1.6

Government Faster support decisionmaking

Quicker to capture opportunities

Higher speed to market

Better Better stakeholder read of inclusion market

More flexible

Better inclusion of suppliers

Better talent

Better processes

Access to best global technology

Global R&D

1=Strongly disagree 5=Strongly agree

MNCs Rating

Chinese Companies Rating

Both these factors are important for innovation. But while large-scale government R&D spending is helping many state-owned companies, particularly those operating in closed or restricted industries such as telecoms services, far more significant in determining the overall form of innovation in China is the business environment in liberalized sectors. In household and consumer goods, electronics, food and drink, and a host of other industries, low barriers to entry, large but still relatively poor markets, and limited regulatory oversight have created the perfect conditions for intense competition. Margins are typically razorthin requiring volumes to be high and the focus is on developing fit-for-purpose products often starting from a copied good or service that just meet the needs of consumers at a price they can just afford. To survive

in such volatile conditions, companies must be able to act and change rapidly by constantly transforming their products and processes to market needs. From these tough conditions have emerged some of Chinas leading brands: Wahaha, Kangshifu, Mengniu and Yili in food; Midea, Gree and Haier in consumer and household electronics, and Jahwa in cosmetics. Even in more restricted sectors, companies have found ways of applying these techniques. Telecom equipment makers Huawei and ZTE, for example, while benefiting from government orders at home, and financial support for overseas business, have taken skills learned in Chinas no-frills lower-tier markets to enter similar market overseas, then reinvested their profits in moving up the technology curve. Sany Heavy Machinery in industrials has followed a similar trajectory.

2012 China Innovation Survey

Chinas intensely competitive business environment has led to many companies falling by the wayside. But a few have developed innovation skills that are allowing them continually to adapt themselves and their products. The best companies such as Future Cola, which has become Chinas third largest carbonated soft drinks firm, or mobile hand-set maker K-Touch have over time become true innovators with their own technologies and practices, in turn able to collaborate closely with other innovative partners and in some cases creating R&D networks both in China and internationally. This tough environment also has one other advantage a significant number of Chinese companies use what Booz & Company believes is the most powerful of the various core innovation strategies businesses can adopt. According to its annual study of world innovation, The Global Innovation 1,000,3 all innovative companies fall into one of three categories:

1. Need Seekers first movers who proactively discover their customer needs and then use this understanding to shape new products. 2. Market Readers second movers who focus on incremental improvement in already existing products. 3. Technology Drivers deliverers of new technological achievements, who realize both breakthrough and incremental change but have less direct contact with customers.

Exhibit 3 The Global Innovation 1,000 study has identified three fundamental Innovation strategies

Need Seekers
Consistently strive to be first movers; Proactively engage customers to determine needs and shape new innovations; Determine new innovations by surfacing unarticulated needs

Market Readers
Adopt a 2nd mover strategy; Focus on driving value through incremental change; New innovation efforts start from the market, with equal focus on competitors and customers

Technology Drivers
Drive innovation via new technological achievement; Leverage technology for both incremental and breakthrough change. The least proactive of the three strategies in directly contacting customers.

3. The Global Innovation 1,000. For more information, see www.booz.com/ media/uploads/BoozCo-Global-Innovation-1000-2011-Culture-Key.pdf.

Innovation Chinas next advantage

At first glance, the majority of innovative Chinese companies, with their closeness to the domestic market, widespread use of products either directly or indirectly copied from other businesses, and reliance on emerging market technologies, would appear to be Market Readers. In reality, we find that there are far more Need Seekers (Exhibit 4) companies which establish and keep a competitive advantage by proactively engaging with consumers to discover previously unknown needs. Once they discover a new need, they must be fast at developing a new good to meet it, and new processes that can produce those goods quickly and in volume. This finding is interesting in itself. But of more significance is that Need Seekers are the most powerful of the three types of innovators, consistently outperforming Market Readers and Technology Drivers in both profitability and enterprise value. By circumstance rather than design, therefore, a high proportion of Chinese companies have found themselves in the most powerful category of innovators. Remarkably the only other place in the world with an above average number of Need Seekers is Silicon Valley, a region widely regarded as the paragon of innovation. The extent to which Chinese companies grasp the strengths of the Need Seeker approach was not one of the subjects of the 2012 China Innovation Survey. We did discover, however, the extent to which they understood the importance of innovation for their business: 96 percent of the Chinese companies interviewed said they either believed or strongly believed that R&D was an important part of their business. They also saw their top advantage compared with MNCs, second only to better stakeholder inclusion, as having a better read of the market. And, overall, they said they were generally satisfied with their innovation capabilities (Exhibit 5). Only a minority of MNCs have perceived China as an innovation location with distinctive strengths. Asked whether their innovation strategy in China was the same as in other parts of the world, 64 percent of the MNCs surveyed said yes, leaving just 36 percent running different innovation strategies in the country. Those which have adapted their innovation programs for China, appear to have done so principally to reach local markets, but with an eye eventually to developing products that can be taken to other markets. We are building up in China with a different innovation strategy which in due time may (have to) be rolled out to other parts of the world, said an executive at an industrial goods MNC.

Exhibit 4 More Chinese companies are Need Seekers than the global average

Innovation strategy by company type

27% 38%

30%

Need Seekers

26% 28%

50%

Market Readers

47% 33% 20%

Technology Drivers

Chinese companies in China

World average of Innovation 1000

MNCs in China

Exhibit 5 Chinese companies are quite satisfied with their innovation capabilities but do see potential for improvement

Chinese companies perception on their R&D capabilities

Average rating
4.3 4.1 3.6 3.5 3

Generate truly innovative products

Pipeline is transparent to management and under control

Projects are on time and on budget

Process are in line with global best practices

1=Strongly disagree 5=Strongly agree

2012 China Innovation Survey

Exhibit 6 Innovation in China is moving up the value chain in all industries

Deeper and higher

Looking to the future, both MNCs and Chinese companies saw all types of R&D as both moving up the value chain and with a growing emphasis on fundamental research and idea generation. Already innovation in China involves more than just market adaptation, with companies seeing their R&D work there as adding roughly the same amount of value as the average for all other regions worldwide (Exhibit 6). All types of company expect an across-the-board rise in the quality of research produced in China. Applied research, fundamental research and ideation activities are all expected to become more prevalent in China in the next ten years. Local companies said they foresaw an increase in their R&D activities in applied research, ideation and process improvement. For them, fundamental research and off-shoring/support of other R&D centers around the world will grow in importance, but remain of lesser significance overall (Exhibit 7).

Degree of value add for R&D in China (for MNCs)

In comparison with R&D work performed worldwide, my companys R&D work performed in China is: 1=Lower value added; 3=Equivalent; 5=Higher value-added Present 2022
4.3

Average rating

2.9

Total

Exhibit 7 Applied research, fundamental research and ideation activities are all expected to become more prevalent in China

Chinese companies R&D activities

% of respondents Present
56 51 42 40 33 44 40 30 21 16 5 Applied research Cost reduction Ideation Process improvement Fundamental research Off-shoring/ support of other R&D centers

MNCs R&D activities in China

75 64 53

2022
56

63 55 45

38 34 28 30 22 17

Applied research

Cost reduction

Ideation

Process improvement

Fundamental research

Off-shoring/ support of other R&D centers

Innovation Chinas next advantage

While Chinese companies see research into cost reduction as declining slightly in importance by 2022, MNCs see both cost reduction and process improvements as rising significantly. MNCs also see offshoring and support of other R&D centers as likely to see a big increase over the next decade. In contrast to Chinese companies, MNCs see ideation in China as a high priority now and in the future, ahead of cost reduction and applied research. These findings point to two conclusion: first, that despite cost increases for staff, land and other inputs, MNCs expect to maintain competitive manufacturing platforms in the country that can serve lower market segments in China and elsewhere; and second, that they envisage using Chinas specific innovation skills to make sure this happens.

A global and regional R&D hub

The importance of China for companies as a regional and even global hub for innovation is clear. Some 40 percent of MNCs surveyed and 50 percent of Chinese companies already develop products in China for markets outside China. This trend is set to intensify, with the survey finding that by 2022, more than 60 percent of all MNCs and local companies expect to conduct R&D in China for global markets. Despite differences in the current level of R&D conducted in China for the world, the trend across all the industries surveyed is consistent. Both MNCs and local companies expect an increased focus on R&D conducted in China developing goods and services for the world. Currently, industrials are the most globally oriented of Chinese companies, with 83 percent of respondents saying they already conducted product development in China for foreign markets (Exhibit 8). That percentage, however, will

Exhibit 8 Despite difference in the current level of China-for-the-world, the trends for all industries are consistent

MNCs that conduct product development for foreign / global markets in China

Local Companies that conduct product development for foreign / global markets in China
2022
83 83

% of respondents Present
83 73 64 57 50 43 43 36 40 38 25 56 50 50 67 67

N/A Auto Chemical and energy Consumer Health/life sciences Industrials Auto Chemical and energy Consumer Health/life sciences Industrials

2012 China Innovation Survey

remain unchanged over the coming decade, according to the survey. The one other industry with no rise in global orientation is consumer goods, with exactly half the companies we interviewed saying they would be doing global product research both now and in 2022. Health/life science is the sector with the fastest expected move towards carrying out product development for world markets, with the current 25 percent of companies set to rise to 67 percent by 2022. Among MNCs, automotive is the only industry that expects no change in the amount of R&D conducted in China for the world over the next ten years suggesting, unsurprisingly, that it will be the Chinese domestic market that preoccupies car and component makers. In chemicals and energy, by contrast, the share of companies conducting product development in China for overseas markets is expected to more than double by 2022, from 36 percent of to 73 percent. MNCs with longer experience of China have higher expectations on expanding R&D in China-for-the-world than more recent arrivals. Whereas 50-55 percent companies which have been in China for up to ten years expect to be conducting R&D in China for foreign markets by 2022, that figure jumps to 67 percent for companies which have already been in China more than a decade. Currently, most of the research that MNCs conduct in China is focused on the Chinese market. And that will be even more

Exhibit 9 The majority of the R&D in China-for-the-world is focused on Asia, and on developing markets

Relevance of R&D from China for different markets for MNCs

My companys R&D efforts in China contribute to developing products / services in:
4.6 4.2 3.9 3.7 3.1

3.0

2.9 2.2

Chinese market

Developing markets

Developed Asia

Western markets

1=Strongly disagree 5=Strongly agree

Now

Future

Exhibit 10 Most of the Chinese companies are expanding their business abroad, and almost 70% plan to expand R&D abroad accordingly

Expansion plans abroad by Chinese companies

My company will extend its overall presence abroad in the next 10 years
Disagree 7% Neutral 7% Disagree 24%

My company will extend its R&D presence abroad in the next 10 years

Neutral 10%

Agree 86%

Agree 66%

Innovation Chinas next advantage

the case in a decades time (Exhibit 9). But over the next ten years, more companies will also devote greater efforts to using China as a base for generating new goods for other developing markets, developed markets in Asia, and developed Western markets clearly suggesting that MNCs already see China as a fast-growing global R&D base. At the same time Chinese companies are broadening their R&D from China to the world- opening new R&D centers outside China. Almost 70% of all surveyed companies are planning to extend their R&D abroad in the next 10 years (Exhibit 10). Some 53 percent of Chinese companies said they saw themselves collaborating with foreign partners, though a large minority 40 percent envisaged setting up their own R&D operations. Only one in five companies said they expected to extend their overseas R&D through an acquisition or merger, indicating an ambition from Chinese companies to build their own innovation capabilities, not only in China, but also abroad.

Challenges today and tomorrow

Asked what they saw as their key obstacles to conducting innovation in China, MNCs and Chinese companies gave broadly similar answers: talent, IP protection and cost are the challenges today; talent will remain the key issue in the future (Exhibit 11). Domestic companies see IP protection as less of a problem now than do MNCs. But whereas MNCs expect IP protection to improve markedly over the next decade, Chinese companies expect it to remain as much of a problem then as it is now. This indicates the ambition of Chinese companies to develop truly new techniques of innovation, and their concern for protection of their investments in innovation in the future.

Exhibit 11 Talent, IP protection and cost are the challenges today talent will remain the key issue in the future

Average view of key obstacles: Today vs. Future

In the process of conducting innovation in China, my company faces and will face the following challenges: Answers by Local Companies
4.2 4.1 3.9 4.0 3.7 3.4 3.1 2.9 2.9 2.6 2.5 3.3 3.3 3.9 3.7 3.8

Answers by MNCs

4.0

3.9 3.6 3.3 3.2 3.2 2.9 3.5

Talent access

Talent retention

Difficulty in Cost underincreases standing market

Inadequate IP protection ecosystem

Talent access

Talent retention

Difficulty in Cost underincreases standing market

Inadequate IP protection ecosystem

1=Strongly disagree 5=Strongly agree

Present

2020

2012 China Innovation Survey

Interestingly, the longer MNCs have been present in China, the greater they rate IP protection as an issue, but the more they think it will decline in importance over time. This apparent paradox reflects other Booz & Company research which shows that more experienced companies express greater concern about IP risk than less experienced ones, and consequently set about finding ways to manage or alleviate this risk. For many companies, it may also be the case that innovating in China is now a sine qua non, so the associated risk just has to be accepted and managed. Across the board, the MNCs interviewed anticipate IP risk being less of a problem in ten years than it now is. Many companies with global experience of protecting IP said the issue was no greater in China than in other locations. MNCs are also confident that their ability to understand local markets will significantly improve over the next decade. Counter-intuitively, Chinese companies foresee the local market becoming marginally harder to understand in the same time period. This suggests that some domestic companies, maybe those selling solely into lower-tier segments, see difficulties in adapting themselves to market changes as a future obstacle to continuing growth. The main reason why talent will remain a challenge is a continuing increase in the cost of, and demand for skilled scientists and research staff in both the private and public sectors. A separate Booz & Company study has found that if Chinas R&D productivity does not improve rapidly, the country will face an acute shortage of R&D staff by around 2020.

their closeness to consumers to drive new product ideas, and see how they too can find ways of listening closely to customers in order to identify un-fulfilled needs. They should also study the processes and organizations the best local companies use to accelerate the rate at which new products are developed and brought to market. The knowledge gained can be applied in adapting and developing products for Chinese markets from within China, and in leveraging the countrys potential as an innovation engine for the world. Already, companies should be planning how to make their China-based innovation functions an integral part of their global R&D network. Chinese companies, in contrast, should draw renewed confidence from the findings. Tempered in the countrys extreme business environment, their unique strengths offer them the potential to out-compete even the best of todays leading MNCS, both within China and overseas. They will have to continue to adapt and modify their innovation techniques as market demand changes. And doing so will require building on the differentiated aspects of their distinctive way of innovating speed, decisiveness, and stakeholder-inclusion. They must also incorporate lessons from global best practices, and improve the planning, structure and organization of their innovation projects. Chinese companies should consider all possible options for expanding R&D abroad establishment of their own operations, collaboration oracquisition and incorporate these into a coherent and consistent strategy. But they must also prepare to be challenged, even in the deepest reaches of their home market. More MNCs are beginning to understand the abilities of the emerging Chinese competitors; they will increasingly look for ways of emulating these strengths and incorporating them into their own proven ways of doing business. To remain competitive, Chinese companies must prioritize the retention of their innovation advantages as they mature, go through leadership and ownership transitions, and become established globally. The one challenge that will be faced by MNCs and Chinese companies alike is a talent squeeze. All companies, regardless of their place of origin, must prepare for prolonged difficulties in attracting and retaining innovation talent. Incorporating this constraint into innovation and HR strategies and finding ways of overcoming it could well be what separates the global innovation winners from the losersover the next decade.

Key take-aways
The 2012 China Innovation Survey points to different conclusions for MNCs and Chinese companies. MNCs should be ready to face Chinese companies that possess strong maybe even superior innovation capabilities. Combined with the major cost advantages of these companies, and the way in which many are migrating upwards into higher market segments, MNCs will increasingly face these competitors not just in China, but also around the world even in their home markets. Consequently, MNCs should study how Chinese companies are using their own innovation techniques to find new ways of developing, manufacturing and marketing goods. They should look at how these companies have adopted Need Seeker techniques to create new businesses that use

10

Innovation Chinas next advantage

Appendix
Over 100 executives from leading MNCs and Chinese companies provided input to the study

Study Participants: Distribution out of the total 110 Participants

Participants by Company Type Chinese vs. MNC
Chinese 41%

Participants by Industry

Participants by Time Spent in China

Auto 23%

Industrials 25%

78% Chemical and energy 11% 93%

>10 years

13% MNC 59% Health/Life sciences 22% Consumer 19% 0% 7% Chinese 9% MNC

5-10 years 0-5 years

Note: 1 in 3 survey participants works in Global Fortune 500 companies

Acknowledgements
The authors would like to acknowledge the involvement of all the companies that participated in the 2012 China Innovation Survey, particularly those which participated in the in-depth interviews that helped validate the empirical survey findings. In addition, we would like to thank the board members of the Benelux Chamber of Commerce and Wenzhou Chamber of Commerce who were instrumental in the study.

We are particularly grateful to: Frans Greidanus, Senior Vice President & Head of Research & Chief Technology Officer Asia, Philips, Qian Wei, Vice Chairman, Wenzhou Chamber of Commerce, Edward Tse, Chairman, Booz & Company Greater China. Finally, we would like to acknowledge the hard work of all the individuals who contributed to this study: Jess Zhang (CEIBS), Mette van der Heide (Bencham), Olivier Pinon (Booz & Company), John Jullens (Booz & Company), Bill Peng (Booz & Company), Simon Sun (Booz & Company), and Michelle Wang (Booz & Company).

2012 China Innovation Survey

11

About the Authors

Steven Veldhoen ([email protected]) is a partner with Booz & Company in Beijing and head of its Consumer and Retail practice in China. He is the co-leader of the firms global practice of Innovation experts and the leader of the firms China innovation practice. Anna Mansson ([email protected]) is a principal with Booz & Company in Shanghai. She is the leader of its Greater China Operations Practice, principally working with companies in the engineered products, consumer and retail sectors. She also co-leads the China Innovation practice. Bruce McKern ([email protected]) is Professor of International Business at CEIBS and Co-Director of the CEIBS Centre on China Innovation. His research interests are innovation and the globalisation of firms from rapidly developing economies. George Yip ([email protected]) is Professor of Management and Co-Director of the Centre on China Innovation at China Europe International Business School. He is Co-Executive Editor of Chinese Management Insights. His current research concerns innovation, strategic transformation, and managing global customers. Mariska Kiewiet de Jonge ([email protected]) is General Manager Shanghai for the Benelux Chamber of Commerce in China. She also co-leads Innovation platform work with Benelux companies.

June 2012