第1页共10页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共10页GlobalcarmakerscouldmanagetheircostsandcapitalinChina—andgainastrategicoptionfortheirglobaloperations—bycontractingoutthemanufactureofwholevehiclestoChinesecompanies.PAULGAOTheMcKinseyQuarterly,2002Number1Facedwiththeprospectofstagnantglobalsalesoverthenextfiveyears,theworld抯biggestcarmakersarejockeyingforashareofoneofthefewbuoyantnationalmarkets.China抯domesticcarsales,growingatmorethan10percentannually,willprobablyaccountfor15percentofglobalgrowthoverthenextfiveyears.Sofar,globalautomakershavepursuedsuccessfuljoint-venturestrategiesbyinvestingheavilyinassemblyplantsoperatedbyChinesepartners.ButascompetitioninChinaheatsup,anewtackmaybeneededinthequestforprofitablemarketshare.Anasset-lightstrategywouldhavethemajorautocompaniesconcentrateonwhattheydobest—developingproductsandbrands—whilecontractingoutnotjustcomponentsupplybutalsothewholeassemblyprocesstoChineseautomakersthatcancapitalizeoncompetitivecoststructures.Althoughscalingbackcapitalinvestmentinsuchahealthymarketmightseembold,outsourcingmanufacturingisneitheruncommoninotherindustriesnorentirelyunprecedentedinthisone.Moreover,thenatureoftheChineseautoindustryandmarketmakesoutsourcingparticularlyattractive.OutsourcingmightalsohelpChineseautomakerstaketheirfirststepstobecomingaglobalmanufacturingresource.Butifthestrategyistowork,globalcarmakersmustbuilduptheskillsoftheseChinesepartners,whichinturnmustembracecontractmanufacturingasamoreprofitablepathtocreatingagloballycompetitiveindustrythanlaunchingtheirownbrands.COMPETITIONISABOUTTOHEATUPWithsalesof2.1million-plusunitsin2000,Chinabuysmorefour-wheeledvehiclesthanallbutsixothernationalmarkets,yetitspassengercarmarketisstillintheearlystagesofgrowth.IndeedChina,withonly600,000carsalesayear,hasfewerthan10passengercarsontheroadper1,000people,comparedwith250inTaiwanandmorethan500inGermanyandtheUnitedStates.Butdemand—promotedbybetterroads,newsalesanddistributionchannels,thederegulationoftheautomarket,andChina抯entryintotheWorldTradeOrganization(WTO)—willincreaseasthecountry抯economycontinuestogrow(Exhibit1).第2页共10页第1页共10页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共10页Thedominantproductionandsalesjointventuresbetweenglobalandlocalcompanieshavethebestpositionformeetingthatdemand.Only15yearsafterVolkswagenenteredthemarket,morethanhalfofthepassengercarssoldinChinarolloutofVW抯ChangchunandShanghaijointventures.Otherforeignjointventuresaccountfornearlyalltherest—afurther43percent(Exhibit2).Intheshadowoftheseforeignalliances,20domesticcarmakerssharejust3percentofthemarket.第3页共10页第2页共10页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共10页AsglobalcompaniesfocusmoreandmoreonChina,localmanufacturerswilldowelltoholdeventhatmeagershare;theyconcedetoomuchgroundinR&D,productdevelopment,andsalesandmarketing.Inaddition,DaimlerChrysler,GM,andVWplantoexpand;FordMotorhassetupthecompany抯firstpassengercarjointventure;andBMWhasannouncedthatitisdiscussingwithBrillianceChinaAutomotivethepossibilitythattheChinesecompanymightassembleits3-seriesand5-seriesmodelsinChina.Whatismore,theseglobalcarmakersareplanning,forthefirsttime,tointroducenewmodelsandupgradesinChinawithinmonthsoftheirlaunchinmorematuremarkets.ThisdevelopmentwillsurelyendthereignoftheVWSan...
