Building new market in China - Helena Gao June 2013 - HISWA Vereniging
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China(Shanghai) International Boat Show (CIBS)
Building new market in China
Helena Gao
June 2013
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
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
A. General Information about CIBS
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
SQM 7000 15000 23000 26000 30000 29000 32000 33000 42000 48000
(㎡）
Within 10 years, the exhibition space is 7 times of that in 2004.
A. General Intro about CIBS
The exhibitors of
2013 is 4 times of
that in 2004.
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
120 256 320 352 385 368 400 420 446 500
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.
A. General Intro about CIBS
The visitors of
2013 is 6 times of
that in 2004.
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
PPL 6250 10250 12250 13550 14580 15100 15827 21077 31835 34822
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.
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;
48000 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.
1614 articles reported with media return valued RMB 32,851,000 in total by April 18th.
Supporting Organizations of National Pavilions
B. Highlights of CIBS2013
60 New Boat Models Launched
On the bund of
Huang Pu River
Outdoors
Exhibiting
Mr. Bjorn Ingemanson, Grobal CEO of Volvo Penta in CIBS.
B. Highlights of CIBS2013
50 Onsite Events and Programs
2013 China Int’l Forum on Yacht Economy and 4th Asian Marine & Boating Awards
Waterfront Leisure Industry Development
6th CIBS Charity Regatta On –site Try & Testi in the pool 18th Int’l Conference on High Performance Marine Vessels
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.
Chairman/ Department
Others, 5% Manager/
Partner 12%
supervisor
CEO/GM 15% 19%
Senior
Civil Servant
20%
Manager/
person in
Professionals charge 19%
20%
● By the title of the visitors ●By the expense of family on the leisure boating （RMB)C. China Market
2013-2011 GDP Per Capita & Growth Rate
RMB
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.C. China Market
Vehicle Population
983816
Vehicle population
Growth rate (%)
(0000)
772630
402655
*Source: * Source: State Statistics Bureau
and China Custom Information networksC. China Market
2003-2011 Yachts’ Import Volume & Turnover in China
Import Volume
Import Turnover(USD, million)
*Source: and China Custom Information networks
Including the yachts between 8m-90m and other boats.C. China Market Top 3 Chinese Domestic Yacht Manufactures Double Happiness Sunbird Sea Stella
C. China Market
Yacht Clubs in China
Shanghai Bahrfuss Yacht Clubs Sanya Serenity Marina Shenzhen Longcheer Yacht Club
• On the bund of Huangpu River • Stopover of Volvo Ocean Race * First Yacht Club in China
• 52 berths • 325 berths * 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 berthsC. 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 websitesD. 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.D. Upward Trend In the Consumer Activity
Largest Motor Yacht in Province
* Source:D. Upward Trend In the Consumer Activity
2012 Asian Marine & Boating Awards List 2013 Asian Marine & Boating Awards List
Awards Prize-Winner Awards Prize-Winner
Best Dayboat
Best Dayboat
(Sportsboat/Dinghy) Plateau25 (Sportsboat/Dinghy) RS Sailing
Best Sailing Yacht -45 Beneteau Oceanis43 Best Sailing Yacht -45’ Hanse 415
Best Sailing Yacht 45+ Passport Vista 545 CC Best Sailing Yacht +45’ Jeanneau Sun Odyssey 469
Best Motor Yacht -40’ Regal 35 Sport Coupe
Best Fishing Boat Riva Iseo Best Motor Yacht 40’-75’ Monte Carlo 65
Best Motor Yacht -40 Searay 390 Best Motor Yacht +75’ Ferretti 124 Custom Line
Best Brand Penetration Sunseeker
Best Motor Yacht 40-75 Ferretti 720 Best Yacht Designer Axis Design
Best Motor Yacht 75+ Azimut Grande 120 SL Hansheng Yachts for new use of
Most Innovative Asian Regatta of the Year solar power on a cruiser
Best Sports Boat Chris Craft Corsair 32
Company Adastra Design Team Best Sports Fishing Boat
Best Brand Penetration Sunseeker Boston Whaler 270 Dauntless
Yamaha helm-master Outboard
Best Yacht Designer Ed Dubois Most Innovative Company Control System
Volvo Ocean Race Sanya Asian Regatta of the Year
Asian Regatta of the Year China Cup
Stopover
Asian Boating Capital of
Asian Boating Capital of
the Year Hong Kong
the Year Hong Kong,China Asian Boating Personality
Tiger Teng jianghe of VOR of the Year Guo Chuan
Personality of the Year China’s Leading Lights-- Sunbird, Double Happiness, Sea
Team Sanya
Media Special Awards Stella
Yacht Club of the Year Royal Hong Yacht ClubD. Upward Trend In the Consumer Activity
Selected list of intention and deal
CIBS2012 CIBS2013
• Bahrfuss: Sold 13 yachts with RMB49 million in
• Bahrfuss Royal 88/RMB368 mil./sold 1 total; 15 members applied for yacht driving
• Sunseeker 40/ RMB140 mil./sold 1 school valued RMB300,000 in total.
• Brunswick： ► Harris/RMB3.2 mil. per/sold 13 • Sunseeker: Got 2 intended orders for
►Searay185/RMB4.35mil. Per/sold 1 ► Mahattan53 valued RMB2400 million in total;
Searay270SLX/RMB14.5 mil. per/sold 1 Got 1 intended order for M53 valued RMB31
►Harris/sold 8 (intention) ► Searay330 /RMB31 million in total.
mil. per/sold 1 (intention) ► Meridian/RMB150 • Speedo Marine: Got several intended orders for
mil. per/sold 1(intention); Regal 30 & Regal whose unit price is RMB2-3
• Ferritti： ► Ferritti 570, Ferritti620, Riva million/per; Sold Regal 2300 valued
Iseo/RMB450 mil.(totally intention) RMB900,000 in total and got several intended
• Jeanneau： ► Prestige500/ RMB86 mil. per ► orders for 20-100-feet yachts.
1NC11/ RMB 33 mil. per/sold 1 (intention); • Smooth Marine: Sold 12 motorboat & all-terrain
• Smooth Marine： ► sold RMB30 mil.(total) vehicle presented onsite valued RMB4 million in
• Jebsen： ► Fairline58/190 mil. per/sold 1 total.
(intention) • Sea Stella: Sold 2 160-feet catamaran valued
• SEALORD CHINA： ► Bayliner335/22 mil. RMB50 million in total; Got 10 intended orders
per/sold 1 ► MISTY HARBOR /2.7 mil. per/sold 1 for Seastella-53 valued RMB40 million in total
► AVA49/RMB86 mil. per/sold 3 (intention) and 2 intended orders for Seastella-63 valued
RMB18 million in total.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 one-
off 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!E. Summary & Prospects
Major Advantages in China
Why China’s maritime sector matters
• 110000km navigable waterways
• 10th longest coastline
• 7 of the top 10 ports in the world
• 3rd largest Merchant Marine
• 9th largest shipping flag state
• 4th on beneficial ownership
• Around 35-40 marinas can be found in China
• Around 300-350 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.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 stagesE. 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’.
• 2013-2020 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 (108.05 billion
RMB). Included in this, the 2011 gross domestic tourism income was 19 times higher than in
1994.E. Summary & Prospects
Mediterranean
CaribbeanThank You！
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