Business Confidence Survey 2013



EXECUTIVE SUMMARY
Tougher business conditions, both globally and in China, have led to a diminished financial performance for European
companies in China in recent years. In 2012:
• Increased revenues were reported by only 62% of companies, versus 75% and 78% in preceding years;
• Profitability was only reported by 64% of companies, compared with 73% and 74% in preceding years.
Many market dynamics are contributing to this. Key factors having strong impacts on net profit margins include:
• Slower economic growth in European and Chinese markets named by 40% and 38% respectively;
• Labour costs cited by 52% of companies;
• Competition from privately-owned Chinese companies mentioned by 30% of companies.
The relatively poor financial results are further exacerbated by the regulatory environment.
Missed business opportunities owing to market access and regulatory barriers were reported by 45 per cent of all
European companies. These challenging market dynamics, coupled with a difficult regulatory environment, show that
significant economic reforms are needed more than ever before to ensure continued strong growth, mitigate cost
increases, unlock market opportunities and create an overall well-functioning and efficient business environment. But
as uncertainty still prevails, with 53 per cent deeming that market access issues will also continue to be a significant
challenge, optimism is waning:
• Future revenue growth optimism has shrunk to a four-year low of just 71% of EU companies.
• An optimistic profitability outlook for the next two years has reached an all-time low of only 29% of companies.
Despite many of the lowest business confidence results since the onset of the global economic downturn, it is clear
that China is still being perceived as the best of a challenging global situation. China continues to be a priority in global
strategies and a mainstay for global revenue generation. European companies are resigning themselves to this reality
and remain committed to the Chinese market:
• China is seen as increasingly important in global strategies by 64% of companies, albeit a decline from 74%
in 2012.
• China is rated as a top-three country for future investments by 43% of companies.
• Further expansions to current China operations are considered by 86% of European companies.
Going forward, respondents are overwhelmingly united in their view of the key drivers for China’s future economic
performance:
• Rule of law and transparent policy-making was identified as a significant key driver by 76% of companies.
• The promotion of fairer competition and fewer monopolies was also regarded to be a potentially significant
driver of China’s future economic performance by 68% of companies.