HANSA 11-2019

HANSA-SPECIAL | MARINTEC 2019
Homework and confidence
for German suppliers
China is an important market for German suppliers. In an HANSA interview,
Martin Johannsmann, Chairman of the Board of the industry association
VDMA, talks about growing challenges, German strengths and the increased
interest in political support
How do you currently rate the Chinese market for German
suppliers?
Martin Johannsmann: The Chinese market has been important
for a long time, but is growing in importance. On
the one hand, because the state continues to promote shipbuilding
politically, especially by financing newbuildings.
As a result, our traditional shipping customers are going to
China to an even greater extent for their shipbuilding activities.
We have to position ourselves as a supplier so that
this industry does not get bogged down there but continues
to have access to customers. As long as we are in competition,
everything will be fine. If we see other disadvantages,
we have to put the issues on the political agenda,
as we did recently at the National Maritime Conference.
So do you call for more political support?
Johannsmann: For a long time, we did not want politics
to be necessary, we wanted competition as such. When
the discussion arose about getting political backing for
the Chinese market, we said: wait a minute, that is not
really our principle. But there is a point at which we must
critically question this principle. If we are to be disembarked
because financing from China is linked to a high
proportion of Chinese suppliers, we see this as a danger.
In this respect, we have adjusted the principle a little.
Chinese financiers such as BoComm and ICBC are now
represented in Hamburg. Do you notice this to the extent
that local shipowners are also increasingly working
with such players and the pressure is growing to choose
Chinese components?
Johannsmann: We don’t yet feel it in business figures or
in day-to-day business. However, we are very aware that
the question could be in the competition of the future:
Can German or European industry hold its own against
suppliers from China?
The Chinese are fast,
efficient, although not
always cheaper. There
will be a system competition
that will challenge
us, but in which
we can hold our own
well if we can position
ourselves in a variety
of ways and develop
a dynamic. We have
good employees, but
we have to put our strengths to the test. In some areas
we have been a little arrogant and careless.
Unlike shipyards, China has not yet overtaken Europe
in the supplier market?
Johannsmann: I wouldn’t know of any major business
that we have lost to Chinese competitors. Together with
our customers, however, we are of the opinion that we
have to be careful not to be overtaken in essential respects.
There are now local content rules for cruise shipbuilding
in China. Do German suppliers have to think even
harder about becoming active there with their own
branches or cooperation?
Johannsmann: Many of the previous joint ventures were
not as successful as hoped because the cooperation did
not fit or the economic result did not turn out as planned.
There are also companies that have come back. In addition
to economic efficiency, another important factor is
how strong the need for technology protection is and
how well it can be protected under patent law in China.
But: In Sales & Service we have to adapt more to the Chi-
© HANSA
6 Hansa-Special | Marintec 2019