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经济将年均增长7% 2015年GDP将超55万亿元
前不久，美国世邦魏理仕(CBRE)发布一年一度的零售业全球化进程报告指出，中国有3个城市位居全球十大零售城市之列，分别为香港、北京和上海，分别排在第五、第六和第八。消费潜力巨大的中国市场吸引了全球目光，中国政府前不久召开的“两会”更成为世界揣摩中国经济走势的方向标，国务院总理温家宝在会上指出，“十二五”时期，中国要推动经济发展再上新台阶，并坚持实施扩大内需战略，充分挖掘中国内需的巨大潜力，加快形成消费、投资、出口协调拉动经济增长的新局面。今后五年，中国经济增长预期目标是在明显提高质量和效益的基础上年均增长7%。按2010年价格计算，2015年国内生产总值将超过55万亿元。
相信任何一家致力于全球化、国际化的企业都不会忽视中国这个巨大的市场。拥有13亿人口的中国，其市场堪称“神奇”，任何一个品牌在这里“上天”或“入地”皆为常事。
两极分化严重的黄金地
在巨大消费力的诱惑下，中国俨然成了黄金地，但国外品牌在这里的发展，也呈现严重的两极分化，能玩转中国的国际品牌，业绩直线上升，让人看得热血沸腾，玩不转的品牌只得黯然离场，再辟新地。
资料图片：卫浴巨无霸（OUTDOOR SPA），品牌：GRAESE（格雷仕）。它于2010年成功重拓中国市场，目前业绩稳步上升，图为其明星产品。
飞黄腾达的“上天”者有之，不少品牌因成功开拓中国市场而超越对手，比如日本的TOTO，甚至“起死回生”的也不在少数，也有不少本来名不见经传的品牌，如哈根达斯(Haagen-Dazs)，在中国摇身一变成高雅享受，还有据传原是欧洲贵族的仆人才拎的LV包，在中国居然成了奢侈品、抢手货，仅在杭州大厦购物城，LV每月的销售额就高达2000万元，而肯德基、麦当劳在中国更是家喻户晓，成了老少皆宜的美食，让美国人大跌眼镜!
铩羽而归的“入地”者有之，事实证明许多在海外成功的企业并未在中国创造同样的业绩，国外的一套未必适合中国。2005年4月28日，是国际建材零售业界两大巨头百安居(B&Q)和欧倍德(OBI)不能忘记的日子。这一天，百安居在上海宣布，母公司英国翠丰集团已收购德国欧倍德在中国投资的所有零售业务，交易涉及金额约8500万英镑。用欧倍德当时的首席执行官塞尔焦·罗尔迪的话来说，就是：“虽然中国是未来最重要的增长市场之一，但我们已决定主打欧洲市场。”有趣的是，仅仅事隔两年，曾经在中国不可一世的百安居在2007年遭遇严重零供危机，提起百安居，整个家居产业的制造商无不怨声载道、奋起反抗，百安居也由此节节败退至今。1995年进入中国的法国家乐福(Carrefour)在今年也深陷价格欺诈泥潭，其后走势堪忧。
2011年中国要稳定房价
近日，温家宝谈及2011年重要工作时指出，稳定房价工作由市县政府负直接责任，工作不力要追责，坚定不移地搞好房地产市场调控。具体如下：
一是进一步扩大保障性住房建设规模。今年要再开工建设保障性住房、棚户区改造住房共1000万套，改造农村危房150万户。重点发展公共租赁住房。中央财政预算拟安排补助资金1030亿元，比上年增加265亿元。
二是进一步落实和完善房地产市场调控政策，坚决遏制部分城市房价过快上涨势头。重点增加中小套型普通商品住房建设。规范发展住房租赁市场。严格落实差别化住房信贷、税收政策，调整完善房地产相关税收政策，加强税收征管，有效遏制投机投资性购房。
三是建立健全考核问责机制。稳定房价和住房保障工作实行省级人民政府负总责，市县人民政府负直接责任。
目前，由于中国人对住房的刚性需求依旧强烈，房价的稳定对家居行业而言是一大利好。根据互联网监测机构艾瑞咨询的数据显示，仅在网销领域，2009年国内家居的交易总额就达112亿元，据保守估计，三年内这个数字将达到700亿元人民币。其中江浙、广东、上海、北京四地的买家占据了近50%的市场，成都、重庆、昆明等西部城市也是重要的潜力市场。
低碳产品受中国欢迎
中国政府表示：面对日趋强化的资源环境约束，必须树立低碳发展理念，以节能减排为重点，健全激励和约束机制，加快构建资源节约、环境友好的生产方式和消费模式。在行动上，中国已着手建立低碳试点省市。
据全国人大代表、中国科学院院士褚君浩介绍，这些试点城市各有特点：保定市大力发展新能源设备制造业、南昌市重视低碳产业规划、杭州市发布了低碳城市50条等等。
中国人越来越重视并追求与自然的和谐。
由此可以想见，在政府引导以及“天人合一”思想回归，中国消费者的环保意识将越来越强，主动选购低碳产品将是大势所趋。
与此同时，中国企业也在积极践行低碳。在建材领域，企业不仅在生产环节贯彻节能减排，也在产品上大力奉行“低碳”，比如瓷砖企业将砖体减薄，或进行废物、废渣利用，制造轻质砖，还有尝试太阳能陶瓷的，具保温、节能效果的功能性产品更受重视，卫浴企业则在努力让产品更节水、更智能。
值得重视的是，建筑卫生陶瓷行业将有7项新国家标准在2011年下半年被正式推行，其中一项就是关于节水型卫生洁具的国家标准。据了解，这些新国家标准已被全国建筑卫生陶瓷标准化委员会专家组审议通过，定于2011年下半年正式执行。
总之，一切能节约资源的产品、设备在中国都将是受欢迎的。
译文：
Average annual economic growth expected to be 7%, GDP expected to exceed 55 trillion Yuan by 2015
Not long before, CB Richard Ellis indicated in its annual report on the globalization of the retail trade that 3 cities in China were listed among the 10 major retailing cities, i.e. Hong Kong, Beijing and Shanghai, which respectively ranked the 5th, 6th and 8th. The great consumption potential of Chinese market has attracted the attention of the world. The Two Conferences (NPC and CPPCC) just conducted by the Chinese government serve as a direction indicator for the world in conjecturing China’s economic trends. At the conferences, Premier Wen Jiabao pointed out that during the 12th Five-year Plan, the aims of China were to promote economic development to a new level, adhere to the implementation of the strategy of expanding domestic demand, fully explore the great potential of domestic demand in China, and accelerate the formation of a new situation where consumption, investment and exports work together to promote economic growth. China has set the target for the average annual economic growth rate for the coming 5 years at around 7% on the basis of significant improvement in quality and performance. Calculated based on the prices of 2010, the GDP in 2015 is expected to exceed 55 trillion Yuan.
It is believed that not an enterprise dedicated to globalization and internationalization will neglect China’s huge market. With a population of 1.3 billion, China represents a miraculous market, in which any brand is provided with various opportunities.
Seriously Polarized Golden Land
With its enormous spending power, China has become an attractive golden land. However, the development of foreign brands here presents serious polarization. International brands with large presence in China make soaring profits, arousing envy and enthusiasm; yet brands unable to adapt to the Chinese market could only gloomily leave for a new place.
Among the great aclievers, some brands beat their rivals by successfully exploring the Chinese market—example is TOTO from Japan. Quite a few brands have managed to come back to life from the edge of breaking. Moreover, some originally unknown brands, such as Haagen-Dazs, suddenly transformed into elegant brands in China. And LV bags, said to be carried only by servants of the European nobility, even become articles of luxury in great demand. In the shopping mall of Huangzhou Building, the monthly sales value of LV reaches up to 20 million Yuan. KFC and McDonald’s become such popular food for all ages that Americans are shocked.
On the other hand, frustrated examples are also common. It turns out that a number of enterprises which have succeeded abroad have failed to make similar achievements in China. This shows that practice applicable abroad is not necessarily suitable to China. 28 April 2005 was an unforgettable date for B&Q and OBI, the two leaders in the international building materials retail industry. On this date, B&Q announced in Shanghai that its parent Company Kingfisher Group had acquired all retail business invested in China by OBI, and the transaction involved an amount of 85 million pounds. According to Sergio Giroldi, the then CEO of OBI, “China is one of the most important growth market for the future, but we have decided to focus on the European market.” Interestingly, only two years later, the once arrogant B&Q suffered a serious retail supply crisis in 2007. The name of B&Q aroused extensive complaints and reaction from manufacturers in the whole home industry. Consequently, B&Q has been losing ground in China. This year, Carrefour, which entered China in 1995, is also trapped in pricing fraud and is faced with a grim prospect.
China to Stable House Prices in 2011
Recently, in his remarks on important tasks of 2011, Premier Wen pointed out that municipal and county governments are directly responsible for the stabilization of house prices, and that negligence would be called to account. Constant efforts should be make to strengthen regulation of the real estate market. Details are as below:
First, further expand the construction scale of affordable housing. This year, 10 million suites of affordable housing and shantytown-transformed housing are to be constructed, and 1.5 million dilapidated rural houses are to be reformed. Focus should be placed on the development of public rental housing. The central budget plans to arrange for a subsidy fund of 103 billion Yuan, up 26.5 billion Yuan compared to the previous year.
Second, further implement and complete regulation policies on the real estate market, and be firm in restraining the excessive rising speed of house prices in some cities. Focus should be placed on the increase in construction of small and medium suites of ordinary commodity housing. Development of housing rental market should be regulated. Differential housing credit and tax policy should be strictly implemented, real estate related tax policies should be adjusted and improved, tax collection and administration should be strengthened, and speculative and investment buying of houses should be effectively restrained.
Third, set up a mature accountability assessment system. Provincial governments should bear the overall responsibility and municipal/county governments should bear the direct responsibility for the stabilization of house prices and security of housing.
At present, Chinese people still have a powerful rigid demand for housing, so the stabilization of house prices will greatly benefit the home industry. According to the data obtained by the Internet monitoring body Iresearch, in the field of net sales alone, the total transaction amount of domestic home industry reached up to 11.2 billion Yuan in 2009. Based on a conservative estimate, this figure will reach RMB 70 billion Yuan within 3 years. Geographically, buyers from 4 regions, i.e. Jiangsu and Zhejiang Provinces, Guangdong, Shanghai and Beijing, accounted for nearly 50% of the market. Chengdu, Chongqing, Kunming and other western cities are also markets with great potential.
Low-carbon Products are Popular with Chinese
According to the Chinese government, it is necessary to foster the idea of low-carbon development so as to cope with the increasing resource and environmental constraints. With focus on energy saving and emission reduction, more efforts are to be made to complete the incentive and restraint mechanisms and to accelerate the building of production and consumption patterns which are friendly to the environment and good for resource conservation. China has taken actions to build low-carbon pilot cities and provinces.
According to Zhu Junhao, deputy to NPC and academician of CAS, all these pilot cities have their unique features: Baoding will focus on the development of new energy equipment manufacturing, Nanchang will pay attention to low-carbon industry planning, and Hangzhou has issued 50 Regulations for A Low-carbon City.
Obviously, under the guidance of the government plus the yearning for harmony between man and nature, Chinese consumers will have growing environmental awareness. The trend is that they will take the initiative to purchase low-carbon products.
At the same time, Chinese enterprises are actively engaged in low-carbon practice. In the field of building materials, Chinese enterprises not only carry out energy-saving and emission-reducing practice during production, but also vigorously pursue “low-carbon” with the products. For example, ceramic manufacturers make thinner tiles or use waste/slag to produce light-weight tiles. Some also try to make solar ceramics. Functional products featuring heat preservation and energy saving are attracting more attention. Bathroom products manufactures are attempting to make products featuring larger water conservation and higher intelligence.
What needs to be emphasized is there will be 7 new national standards to be implemented second half of 2011 in building and sanitary ceramic industry. One of them is the standard on water-saving sanitary ware. As it has been known, those standards have been passed by National Standardization Technical Committee of Building and Sanitary Ceramics and planned to be executed in second half of 2011.
To sum up, all products and equipment featuring resource reservation will be popular in China.
