Warming diplomatic ties between Beijing and Seoul have brought little relief to Korean brands, which continue to struggle in the Chinese market, according to our latest consumer brands survey.
Our survey of 2,000 households across the country found the popularity of Korean brands continuing to wane as competition from domestic companies intensifies (see chart).
In response to Seoul’s agreement to deploy Thaad, Chinese authorities began intensifying pressure on Korean business in the country and state media encouraged a consumer boycott of Korean goods. Korean business was disrupted but the calls for a boycott were not successful. Chinese consumers do claim to shop patriotically: 62.5 per cent of respondents to our survey said changes in China’s relations with another country would affect their decision to buy goods from that country. However, they also said factors such as quality, brand and price are far more important than country of origin (see chart).
The end of the stand-off came too late for Lotte Group, which, along with Hyundai, was the most high-profile target of the government campaign. The chaebol, which was directly involved in the Thaad row after providing the land for its deployment, is trying to sell its supermarket operations in China after most of its outlets were closed by local officials citing safety or tax violations. However, Lotte had been struggling for years in China due to overexpansion and local competition.
Hyundai’s China operations, too, were disrupted but the automaker’s problems in China also go beyond Thaad. The company
Our brand data show Hyundai’s popularity being eroded by domestic challengers, although it did improve slightly among third-tier-city residents, who generally have smaller budgets (see chart).
Hyundai has partly countered falling sales with price cuts and has fast-tracked launches of small SUVs. With a sticker price of Rmb129,900 ($20,275), Hyundai’s ix35 is aggressively priced against domestic rivals such as Great Wall’s Wey VV5, which sells for Rmb150,000. Korean car sales — mainly those of Hyundai and Kia — showed signs of recovering towards the end of 2017. However, they may not spring back, as Japanese car sales did following protests in 2012, given the problems of domestic competition and inadequate product lines (see chart).
Samsung was unscathed by the spat but Chinese consumers continue to favour either Apple, at the top end of the market, or a growing crop of cheaper and increasingly high-quality domestic models. Strong reviews for Samsung’s Galaxy S8 and Note 8 handsets did not stop the phone giant’s popularity continuing to fall in China in the fourth quarter, with just 4.1 per cent of respondents saying they plan to buy a Samsung, down from 4.8 per cent in the first quarter of 2017.
Samsung has responded by giving its China operations more autonomy. The price of its upcoming S9 handset has not been made public, although reports say the Chinese versions will carry the lowest price tags globally, suggesting management is trying to win back those consumers who bought cheaper domestic phones. However, we do not think this will reverse the slide because the price gap is cavernous — Samsung’s S8 costs nearly 40 per cent more than Oppo’s R11s — while the technology gap is quickly narrowing.
Although the popularity of Korean cosmetics brands has proven resilient, a
|FT Confidential Research is an independent research service from the Financial Times, providing in-depth analysis of and statistical insight into China and Southeast Asia. Our team of researchers in these key markets combine findings from our proprietary surveys with on-the-ground research to provide predictive analysis for investors.|