KINA alt eller intet Marts 2015 Søren Niebuhr
Histrie 1972: Grundlagt af Frank Niebuhr (ejet af Aksel Niebuhr) 1979: Første prduktin af krøjekranse til vindmøller 1982: Flytter til Neptunvej. Ca. 20 medarbejdere. 1998: Generatinsskifte påbegyndt. Ca. 34 medarbejdere. 2001: Flytter til ny fabrik på 4.500m 2 2002: Første leverancer til autmbilindustrien 2007: Generatinsskiftet afsluttes. Ca. 85 medarbejdere. 2009: Opstart af prduktin i Kina påbegyndt 2010: Grand Opening af 5000 m 2 i Tianjin, Kina 2014: 115 medarbejdere i Danmark, 50 i Kina 2015: Ejerskifte gennemført
Søren Niebuhr in brief Brn January 4, 1973. 1 wife, 3 children @ 10/7/3 years Educatin:» M.Sc. Manufacturing Engineering 1998, Aalbrg Universitet/University f Queensland, Australia» MBA 2014 (exp.), Henley Business Schl, Hng Kng Emplyment Histry:» KPMG Management Cnsulting 1998-2000, Management Cnsultant» Nkia Mbile Phnes 2000-2007, Operatins, Lgistics, Supplier Develpment» Niebuhr Gears A/S 2007-2009, Manufacturing Directr» Niebuhr Gears China 2009-2013, General Manager» Business Cnnect A/S 2014 -> Partner & Bard Chairman» Bard member, Danish Wind Industry Assciatin (Vindmølleindustrien)» Bard Chairman, Niebuhr Gears A/S
Industrial Gears Afdelingen Tandhjul til maskinbyggere
Heavy Duty Afdelingen Tandkranse til vindmølleindustrien
Prduktin i Kina CNC turning, Tngtai Hnr Ø3000 Gear cutting & hbbing, Gleasn Pfauter Ø3700 Inductin Hardening, EMA Germany Sand Blasting & Metalizing NDT Testing / MT test
1. Strategisk Beslutning
2009 Q1 2009 Q2 2009 Q3 2. Analyse, Design g Planlægning Strategy fr China apprved n Bard level Supplier develpment fr lcal surcing Interviewing ther DK cmpanies in China; D s & Dn ts WFOE r JV Relevant partners/advisrs Asia Base cntracted Market analysis Custmers/cmpetitrs Quality & technlgy level Final GO! Lcalizatin Study Custmers Suppliers Cmpetitrs Lgistics Wrkfrce skills Salary statistics Industry knwledge Gvernmental supprt Future develpment Factry lease agrmt. Preferential Plicies Feasibility Study 50 pg. GM selected (!) Financing structure NOPEF IFU Investrs Detailed prject plan Investment budgets Machine specificatins and rdering DK rganisatin change CH rganisatin plan Key mgmt. reqruitment Access Peple Business License wrk Private relcatin Children s schls Spuse Husing Transprt Emplyment/Taxes KPMG Existing residence Spuse netwrk/activities
2009 Q4 2010 2011 3. Implementering g Eksekvering Business registratin; Cmpany Seal Organizatinal Cde Freign Currency Exchange Bank Accunt Opening Capital Injectin Tax Registratin Scial Insurance Registratin Statistical Registratin Custms Registratin Etc Lcal emplyees start Factry refurbishment It systems Machine delivery plans Lcal equipments Investr clarificatin Capital injectin & lan Office & IT decratins Organisatinal develpment Emplyee reqruitment Emplyee training Cultural training DK/CH Mgmt. team develpment Knwledge transfer Machine installatins Prductin start Prduct verificatin Grand Opening Deliveries t custmer CH Sales strategy Marketing Capacity develpment Sales rganisatin Lcal custmers Business develpment
Ejere g brødre, Rasmus & Søren Niebuhr Key Learning Pints Analyze the market Custmers & Cmpetitrs Existing technlgy level Target cst level Evaluate the cmpany frm Jint Venture r WFOE Use yur netwrk & advisers Smene s dne it befre Investigate the lcatin Think lng term China is develping fast! Respect the culture Understand the Chinese culture Create a synergy frm the best f DK and CH culture Find the best cmpetences Advisers Own emplyees New emplyees Plan the resurce substitutes Capital structure Large investment Strategic plans fr investr NOPEF supprt IFU early sparring Prfessinal sparring BE FLEXIBLE!!! Changes are happening fast. Guanxi - the fundatin fr business in China!
Perspektiver på det Kinesiske marked STRATEGISK SALG:» Kina sm prduktinsbase (lønninger +++)» Kina sm marked (lkalisering/b2b)» Kineserne sm marked (B2C) MARKEDSUDVIKLING:» Pris>< Kvalitet» Differentiering fremfr direkte knkurrence» Organisatinens glbaliseringsprces» Behv fr nye markeder?
Financing in China CASH (flw) IS KING!!» Freign debt rati 20/80, 30/70, 40/60, 50/50??» Be aware f the pwer in Custms and SAFE» Lcal, freign banking supprt» Transfer Pricing plicy must be defined» Change is happening FAST!
Kmmende udfrdringer Tilpasning af strategien» Lynhurtig reaktin på ændringer i markedet» Åbenhed verfr nye markeder g muligheder» Mtivatin i en nul-vækst peride Salg i Kina» Glbal strategi defineret i Danmark (?) Frskellige synspunkter g perspektiver i Kina» Salgsafdeling sm mkstning Muligheder g frretningsmdel Strategiske samarbejder, partnerskaber, netværk
ESBJERG DK - LINDØ DK - HAMBURG DE - KLAIPEDA LT - HULL UK - Thank yu fr yur attentin - SALES CONNECT MANAGEMENT CONNECT KNOWLEDGE CONNECT SØREN NIEBUHR, Partner sni@business-cnnect.dk +45 2060 1540