Posted on 5/9/2012 at 1:08:08 PM
China’s middle class has not yet sailed, but the billionaires, they have sailed. In Hainan Rendez-Vous, which in the great South Island has become the main lounge of the Chinese luxury – be they boats, jets or cars – yachts are gone this year as ravioli . For western manufacturers, China has become a vital source of growth.
On the pontoons of Sanya, the size of boats on display is impressive. As usual, China looks like a “market upside.” We start with the big, big, high-end. “The market has stalled on large powerboats, and more than 70 feet, said Francois Rodrigues, head of China Bénéteau, this is the only segment that real progress. For the rest, including sailboats, this is not going as fast as hoped and thought. “The Chinese craft is still struggling to democratize.
0.3% of Chinese have a rich recreational boat
For now, China is the Mecca for yachts. Or will be soon. “China has huge potential but has not yet expressed,” said Sebastiano Fanizza, Asia-Pacific Director of Azimut Yachts. Chairman of the Corporate Executive Board Rodriguez, Eric de Saintdo says that “for 90% of people who are there, China remains an unknown. But in terms of shrinking European market, this is the place to be. ” More than 500,000 Chinese already have over a million dollars. They should be nearly 800,000 in 2013. And the number of billionaires jumped 30% last year.
But, according to the Italian Trade Commission (ITC), only 0.3% of those rich Chinese have a recreational boat. Owners of 1500, against 600,000 in Britain and 19 million in the United States. This number could increase to 100,000 in the coming decade. “China is the place in the world that has the greatest potential, confirms Iain Lawrie, responsible for China Southern Princess, the manufacturer of yachts belonging to the British Louis Vuitton. Within five years, China will surely be our largest market. “He said the right size of boats between 70 and 100 feet.
More “lounge” that sun
Also according to the ITC, the amount of Chinese imports of yachts from 91 million in 2010 to 150 million in 2011 and is expected to reach 250 million in 2014. Factors still limit the growth. Taxes, first, about 43% for vessels over 8 meters. The absence of a true service chain, then. And finally the lack of education of owners, who see buying a boat as a luxury car, without imagining that behind maintenance.
Carla Demaria, it can not but welcome the Chinese adventure. The boss of Monte Carlo Yachts, the prestige brand created four years ago by Beneteau – which she is also board member – has a hit in Sanya. Four vessels 65 feet or 76 sold. “China is my primary focus now, says she, and we respond to local expectations, with for example an outdoor design more” lounge “as sunbathing. For here, we receive more of these boats that can not spell at sea “All manufacturers are now offering to convert the cabins in karaoke rooms and mahjong cash advance no fax. ”The main use is to make networking, receiving clients or friends, confirms Sebastiano Fanizza, not from fifteen days at sea with family.”
Marinas designed by the French
This is one created by a French SME which now draws nearly three-quarters of Chinese marinas. NDA (New Design Associates) has invested the “maritime territories at large”, as says his boss and founder Emmanuel Delarue. Marinas, as well as shipyards or tourist sites. This architectural firm and design moved to Shanghai in 2002. And the maritime sector represents 60% of its activity. “There was an explosion of marinas projects between 2008 and 2011,” he says. The Italian Trade Commission estimates that 90 marinas are operational or under construction on the coast of China. Only 35 are large. A hundred others would be in the cards. NES has 70% market share, and its turnover has tripled in four years.
“We bring extensive expertise”
“After this madness, we reach a certain maturity and people are looking for a business model,” said Emmanuel Delarue. Long, marinas have been seen as mere stooges of real estate projects. “It is not enough, and they seek how to turn this into real economic activity, and this is where we bring a lot.” More architect, NDA wants to “developer.” Persuading developers to think pleasure a consumer, not just elitist. It must also consider the attractiveness of the coasts, with water quality. Sanya, NES has completed a strategic plan for 250 km of coastline.
“Our advantage is that the Chinese want the very best, and we bring extensive expertise, particularly on environmental issues,” says Laura Qiu, Vice President of NES, brilliant Chinese woman who just passed by Insead. The company has been recognized for a conference center in Dalian – China hosting the Davos – which includes new treatment technologies for energy, with heating and air conditioning seawater She has also be awarded by the French Chamber of Commerce in China. The story is even more beautiful than NES has brought with it another small French, Poralu, French market leader for the pontoons. ”After five years of implementation, we have 30% market share in China, says Virginia Segura, head of Asia Poralu, and a 25% growth per year.”
Today, NES is redeploying abroad from China, whether in the Gulf or even in Europe. “We have gained experience here that gets lost a little with us, Emmanuel continues, the management of very large projects.”
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