16   PERIODICAL #19

China Calling:
How European Firms
Benefit From
Working With
Chinese Companies
Chinese investments in European
corporates are soaring.
Beyond the injection of capital,
what is the true value-add of
working with the Chinese?

Uwe Krüger
Joint Head,
Portfolio Management Group;
Head, Industrials, Business Services,
Energy & Resources
Temasek

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 Uwe Krüger  China Calling: How European Firms Benefit From Working With Chinese Companies

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 Uwe Krüger  China Calling: How European Firms Benefit From Working With Chinese Companies

I
n 2010, Swedish premium car brand, Volvo, was in a
weak position after years of poor sales. The lifeline
came from an unlikely buyer from the other end of the
world: Geely, a little known Chinese upstart, then known
for churning out cheap, small models.
The union has had its ups and downs. The early years
were marked by friction between the company’s Swedish
executives and its Chinese owners. However, the manage-
ment set aside their differences. And as they say, the rest
is history. Volvo is back on the road to success with sales
boosted by Chinese consumers’ penchant for luxury cars.
Fast forward to 2018, Volvo’s story of a European firm
being bought over by a cash-rich Chinese investor is play-
ing out across the continent. A Bloomberg study showed
that Chinese companies bought or invested in assets in
Europe as varied as automobile companies, airports and
football teams to the tune of US$318 billion over the past
ten years. This is 45 percent more than Chinese invest-
ment into the United States over the same period1.
Chinese interest in Europe is set to grow, as the US
adds barriers to foreign investment.
As more Chinese investors come knocking on their
doors, the first question that corporate leaders in Europe
should ask themselves is: what is the true value-add that
China investors can bring, besides capital?
Second, if they decide to work with the Chinese, what
can be done to traverse the cultural nuances and over-
come differences in management styles?

1 https://www.bloomberg.com/graphics/
2018-china-business-in-europe/

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 Uwe Krüger  China Calling: How European Firms Benefit From Working With Chinese Companies

Reaching wealthy Chinese millennials

2017: NUMBER The stock answer to make the case for entering a partnership with the Chinese is
OF MILLENNIALS ­access to the vast China consumer market. Its population stands at around 1.4 billion.

BORN 1980 –1994 The Chinese market has experienced volatility in recent months largely due to rising

(MILLIONS)
trade tensions with the US. However, its consumption economy will continue to grow
in the long term, fueled by aspirational millennials and the wider needs of a growing
middle income population – both trends that are less volatile than the markets. There
828 are about 330 million millennials in China today: five times the number in the US.
Put another way, millennials in China equal the entire US population2.There are ­other
distinct characteristics besides the number: Asian millennials tend to be much b ­ etter
5.0× the number of millennials
in China and 12.5× the off than their parents’ generation. A study by researchers from Stanford, Harvard and
total number in Asia the University of California at Berkeley suggest that only half the US children born in
relative to the U.S.
the 1980s, earn more than their parents.3 Without doubt, rapid economic develop-
328 330 ment has delivered results to younger Asians, who are today’s consumers.
Chinese millennials, in particular, are also poised to earn better incomes; a legacy,
in part, to China’s one-child policy. Many have low levels of debt, as their parents pay
60 66
for all their education, and some even have homes bought by family members4.
Euro Area U.S. India China ASIA
This means they have the ability and propensity to spend more on leisure and
­better quality products. They will gravitate towards middle income lifestyles, such as
more frequent travel (and staying at high end hotels in luxury destinations), expensive
Figure 1: Asia’s milennial population is
now likely the most influential demo- cars and designer goods – all of which European firms are well-placed to provide.
graphic cohort in the world.
Asia includes China, India, Japan, Hong
2 http://www.kkr.com/global-perspectives/publications/china-a-visit-to-the-epicenter
Kong, Korea, and ASEAN (Indonesia,
Malaysia, Philippines, Thailand, Singa- 3 https://www.washingtonpost.com/news/wonk/wp/2016/12/08/american-dream-collapsing-for-
young-americans-study-says-finding-plunging-odds-that-children-earn-more-than-their-parents/
pore, Vietnam). Data as at June 24, 2017.
?utm_term=.c18c56383c5b
Source: United Nations World Population 4 https://www.forbes.com/sites/helenwang/2017/03/27/the-real-reason-chinese-­millennials-are-
Prospects, Haver Analytics. super-consumers/#74ede9b04053

MILLENNIAL GROSS INCOME INDEXED TO

GROSS INCOME OF OLDER POPULATION (100)
119
120
116 114 Figure 2: While many
115
111 …unlike many Advanced Economies Asian consumers still
110
106 105 104 earn less than their
105
101 counterparts in devel-
oped economies, Asian
100
millennials have higher
95 98 incomes compared to
90
95 93 their parents.
85 89 89 Source: Morgan Stanley
Most millennials in Asia are rich compared to their parents and grandparents…
80 84 83 research
81 79 The Millennial Series
75
77 Unique Insights into the
Future of Indian
Philippines

Malaysia

Indonesia

China

India

Thailand

Russia

Brazil

Japan

Germany

Korea

U.K.

Singapore

Canada

Australia

France

South Africa

U.S.

Consumption dated
March 23, 2017.

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 Uwe Krüger  China Calling: How European Firms Benefit From Working With Chinese Companies

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 Uwe Krüger  China Calling: How European Firms Benefit From Working With Chinese Companies

FIRMS IN EUROPE
RUN THE RISK OF FALLING
BEHIND IN AN ERA WHEN
TECHNOLOGY IS EVOLVING
AT LIGHTNING SPEED.

Reinvigorating Europe corporates

European companies can benefit from technological

transfers, by working with Chinese firms.
Specifically, the way Chinese firms innovate using data
and consumer feedback can provide growth opportuni-
ties for European corporates. Chinese consumers readily
accept innovation. They are early adopters of products
and services and provide feedback for rapid refinement.
This can be seen most clearly in the Internet services sec-
tor. Alibaba, Tencent and Baidu have become global
­leaders by developing new products, from online bazaars
to seamless payment platforms, by using data and incor-
porating feedback from consumers. Filling the gaps in China’s economy
It is not that European companies are not innovative.
It is that European companies perhaps fine-tune their However, while China’s innovation drive is succeeding in
products over and over again before introducing them to sectors driven by consumption and technology, it has yet
the market. to take the lead in scientific discovery and engineering.
To be fair, initiatives such as “Industry 4.0”, which A 2015 study by consulting company McKinsey found
­focuses on automating and digitising traditional produc- that Chinese manufacturers were falling behind in auto
tion processes in Germany, have improved productivity and commercial innovation, branded pharmaceuticals,
and products. However, firms in Europe run the risk of biotechnology, semiconductor design, and specialty
falling behind in an era when technology is evolving at chemicals5.
lightning speed and competition is truly global. These are gaps that can be filled by European firms,
China’s nimble consumer-driven innovation model where strengths tend to be in engineering, and research
may be able to push European firms to keep up to date and development. Companies here are in an ideal posi-
with the changing needs of consumers both in China and tion to partner Chinese players to fill those gaps. By cater-
back at home. ing to the specific needs of the Chinese market, European
firms gain. They can redirect those gains into their busi-
nesses, and invest in ways to boost innovation.

5 https://www.mckinsey.com/~/media/McKinsey/Featured%20
Insights/Innovation/Gauging%20the%20strength%20of%20
Chinese%20innovation/MGI%20China%20Effect_Full%20
report_October_2015.ashx

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 Uwe Krüger  China Calling: How European Firms Benefit From Working With Chinese Companies

Navigating unchartered territories

The case to work with Chinese companies and investors

is strong.
However it can be daunting for European companies,
which face stark differences doing business in China
compared to more familiar markets at home.
The target market for many European products fits
well with the modern Chinese consumer. However,
­European firms still struggle to understand the modern
­Chinese consumer. Volvo faced this challenge when it en-
tered the Chinese market. Its traditional Scandinavian
design, has long been seen as understated, yet practical, in
Europe. However, this was called “too Scandinavian” by
its new owner, Chinese billionaire Li Shufu, who knows
that the new Chinese consumers like designs that are
flashier. As a result, Volvo’s new models now sport luxury
features and designer glitz to cater to the booming
­Chinese market6.
Navigating these unchartered territories is challeng-
ing. There’s a big potential upside, but mistakes can be
made along the way, especially based on misunder­
standings.
The journey can be made easier with the help of an
interlocutor who understands both the needs of ­Euro­pean
and Chinese firms. This is a role that Singapore invest-
ment company, Temasek, has been playing with our port-
NAVIGATING THESE UNCHARTERED folio companies, both here in Europe and elsewhere.
Given our origins and history, Temasek is able to
TERRITORIES IS CHALLENGING. ­provide insights and make introductions for its portfolio
companies looking to expand in Asia. However, we are
clear that our role is to provide counsel, not to take on
management roles in the companies in which we invest.
The challenge, then, for Europeans firms is finding the
right partner, who understands their corporate culture
and can help them make the most of the opportunities in
Asia. 

6 https://www.reuters.com/article/us-sweden-volvo/
with-cigars-and-crystal-volvo-makes-eyes-at-chinese-rich-­
idUSKBN0GI09320140818

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