2017-2018德國在華企業創新調查報告（英文版）(56頁)（56頁）.PDF

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1、 0 German Business in China Greater Shanghai Innovation Survey 2017 1 German Business in China Greater Shanghai Innovation Survey 2017 Foreword “To have a great idea, have a lot of them”, Thomas Edison intoned as early as the late 19th century. A short stroll around the block in literally any contem

2、porary Chinese city shows that China is overflowing with innovative ideas. Perhaps no other part of China underlines Chinas penchant for innovation and thinking outside the box as much as the Greater Shanghai region: with a multitude of local and international R without your time commitment, this in

3、-depth study would not have been possible. Simone Pohl Delegate and Chief Representative, Delegation of the German Industry 31% have 251-999 employees; 16% have 1,000 employees Half of surveyed companies had an annual turnover of RMB 250 million in 2016 2/3 of companies have been in China for 10 yea

4、rs 5 German Business in China Greater Shanghai Innovation Survey 2017 What is your current position? What is the legal status of your entity? What is your main industry? How many employees do you have? Please indicate your Chinese entitys annual turnover for 2016 in RMB million. For how many years h

5、as your local entity been present in China? 86% 7% 2%5% Senior executive Middle management Entrepreneur or company holder Others 87% 8% 4% 1% WFOE* Joint venture Holding Others 18% 35% 31% 12% 4% 2999 2% 14% 33% 18% 10% 22% 5% 6% 20% 36% 33% 15 years 7% 8% 25% 41% Chemicals Metal / Plastic Products

6、Machinery / Industrial Equipment Automotive *Wholly Foreign-Owned Enterprise 6 German Business in China Greater Shanghai Innovation Survey 2017 概述概述 背景 中國德商會在華二十多年來，始終致力于推動中德經貿關系發展。為了向德國企業提供更好的服 務，最新的市場情報和一流的行業洞察不可或缺，對此我們必須直面一個基本問題：未來二十年, 企業日常運營將面臨怎樣的挑戰？德國工商大會（AHK）在全球 90 個國家的 130 個地區擁有約 47,000 個成員企業

7、。中國德商會作為其中的一部分，努力以高瞻遠矚的視角，預測市場發展以及 提供面向未來，及時的商業策略。 為此，工業 4.0和中國制造 2025等概念被相繼提出，實施本土化創新，定制化創新 正成為在華企業未來發展的戰略重點?；谝陨媳尘?，為了深入了解德國企業的創新行為，德商 會攜手同濟大學和意志高馳咨詢公司，合作進行了2017 年創新調查。 這項報告能為學術和商業界提供寶貴的見解。我們希望，在譜寫中國創造新篇章的今天，這 份報告有助于促進中德商業往來，幫助企業應對在快速發展的經濟環境中面臨的創新相關的機遇 和挑戰。 研究目標 具體來說，這項調查解答了以下幾項問題： 對于在華的德國制造型企業，創新有

8、多重要？ 他們關注什么類型的創新？ 創新的關鍵驅動力是什么？ 創新面臨的主要挑戰是什么？ 企業與誰合作進行創新？ 人力資源和組織文化在企業創新的過程中發揮什么作用？ 區分 頂尖創新者 與缺乏創意的企業的標準是什么？ 樣本介紹 我們于 2017 年 2 月至 3 月期間，對位于長三角地區的德國制造企業進行了調查。 111 名受訪者中大部分是高層管理者（86） 受訪企業來自各個行業，其中機械/工業設備和汽車行業的企業占 66 超過 80的受訪企業是外商獨資企業 52的受訪組織是中小型企業（不超過 250 名員工）；31的企業有 251-999 名員工； 16的企業有超過 1000 員工 一半的受訪

9、企業在 2016 年的營業額超過 2.5 億元人民幣 超過三分之二的企業在中國的經營時間大于 10 年 7 German Business in China Greater Shanghai Innovation Survey 2017 您現在的職位是？您現在的職位是？ 您所在企業的所有制性質是什么？您所在企業的所有制性質是什么？ 您從事的行業是什么？您從事的行業是什么？ 您有多少員工？您有多少員工？ 您的中國公司在您的中國公司在 2016 年的營業額為？（單位：年的營業額為？（單位： 百萬元人民幣）百萬元人民幣） 您的企業在中國有幾年了？您的企業在中國有幾年了？ 86% 7% 2%5% 高層

10、管理中層管理企業家其他 87% 8% 4% 1% 外商獨資企業 合資企業 控股企業 其他 7% 8% 25% 41% 化工 金屬/塑料制品 機械/工業設備 汽車行業 18% 35% 31% 12% 4% 2999 2% 14% 33% 18% 10% 22% 5% 6% 20% 36% 33% 15 年 8 German Business in China Greater Shanghai Innovation Survey 2017 Executive summary Innovation a top priority for German businesses in China Innov

11、ation in all its forms will be a key driver of business activities in China. Innovation ranks among the top three priorities of most German manufacturing companies in China, the reasons mainly being of market-oriented nature: to meet customer needs, to differentiate from competitors, and to attract

12、new customers. For the next three years, over 80% of surveyed companies expect an increase in their innovation output, however, only 41% of companies have a well-defined innovation strategy. Expected shift from product to business model innovation Within the next three years, companies are expected

13、to shift from product to business model innovation. While most companies still limit its R complexity of the topic and uncertainty can be seen as the main reasons. Local M；但由于技術轉讓和知識產權保護問題的 相關法律的不確定性，并購對于企業來說并不是一個最佳選擇。這個發現同時指出了另一個更大 的問題：德國商會在2017年3月開展的“法律不確定性”調查中顯示，近一半的企業表示復雜的 法規條文對其業務活動產生了負面影響。 最大的

14、挑戰：人力資源（HR）和知識產權問題 調查顯示在中國，企業的人力資源（59%）和知識產權問題（46%）是影響創新的兩大障礙。人 力資源部門作為最主要的影響因素，只有四分之一的被調查者對員工的創新能力表示滿意。創新 相關的技能，如批判性思維、解決復雜的問題能力都是薄弱點。知識產權保護同樣是妨礙企業創 新的因素。類似問題在德商會 2016 年商業信心調查1 中有所體現，63%的受訪者表示，知識 產權問題成為外企研發活動不在中國展開的一大原因。 10 German Business in China Greater Shanghai Innovation Survey 2017 11 German

15、Business in China Greater Shanghai Innovation Survey 2017 Innovation performance Indicators of innovation performance For the purpose of this study and based on extensive literature research, seven indicators were used to measure innovation performance of our survey respondents. These seven indicato

16、rs all measure innovation output in terms of quantity, quality, or timing. Based on our respondents self-assessed performance in these seven dimensions, we have identified the 15% best-in-class innovators the Top Innovators. Throughout the survey, we have specifically considered what Top Innovators

17、do that differentiates them from less innovative companies. These insights allow us to derive learnings and evidence-based managerial implications. Indicators of innovation performance Innovation scope (1) Types of innovation practiced in the organization Product / process innovation (2) Number of n

18、ew products/services launched in last 3 years compared to competitors (3) Number of changes in the process in last 3 years compared to competitors Pioneer disposition (4) Pioneer disposition to introduce new products/services in the last three years compared to competitors (5) Pioneer disposition to

19、 introduce new processes in the last three years compared to competitors Speed (6) Time to market of an average product/innovation in comparison to German HQ Commercial success (7) Share of revenue generated by new products in last two years compared to competitors 12 German Business in China Greate

20、r Shanghai Innovation Survey 2017 Nevertheless, we need to point out that since the identification of Top Innovators is based on self- assessment, the results are subject to bias. Our findings should be understood as correlations between key characteristics rather than proven causalities. In the fol

21、lowing the seven dimensions and surveyed companies performance along these dimensions are described in detail. Top Innovators make innovation a top priority (39% vs. 23% of other companies) have a well-defined innovation strategy (72% vs. 34% of other companies) face a dynamic market environment (78

22、% vs. 66% of other companies) market dynamism is a trigger for innovation enjoy higher autonomy from headquarters with regard to product and market decisions demonstrate a higher degree of openness for collaboration and a higher diversity of innovation partners collaborate with suppliers (78% vs. 63

23、% of other companies) and universities (56% vs. 38% of other companies) embrace Industrie 4.0 more actively (33% of Top Innovators vs. 16% of other companies engage systematically in Industrie 4.0) are more satisfied with employees innovation capability (22% vs. 8% of other companies) invest more in

24、 training of innovation capabilities than other organizations (72% vs. 49% of other companies) demonstrate stronger encouragement of innovative behavior among employees than other companies (94% vs. avg. 76%) show a higher propensity to choose high-risk projects than other companies exhibit a higher

25、 preference for radical innovation over incremental innovation than other companies 13 German Business in China Greater Shanghai Innovation Survey 2017 Innovation scope Number of innovation types practiced An innovative organization does not limit its innovation practices to one or two aspects, but

26、engages more holistically in innovative activities. The more different types of innovation an organization is engaging in, the deeper innovation is rooted in its organizational DNA. 54% of surveyed companies practice three or more types of innovation. Product/service and process innovation Number of

27、 new products/services launched in last three years compared to competitors Number of process changes in last three years compared to competitors Leading innovators demonstrate a higher rate of self-renewal, especially in terms of new product releases. Since frequency of new product/service releases

28、 are industry-specific, we asked respondents to assess their performance compared to industry peers. 21% of surveyed companies state that in the past three years they have performed stronger than most competitors in terms of new products/services launches. Leading innovators continuously adapt and r

29、einvent their value creating processes to adapt to a changing environment. Very often it is more difficult for an organization to innovate its way of doing things than to create a new product. We asked respondents to benchmark their process changes in the last three years relative to industry peers.

30、 22% of survey respondents state that they have been stronger than most competitors in this aspect. 3% 10% 15% 25% 25% 15% 6% Lag far behind Lag behind Lag somewhat behind About same as competitors Stronger than some competitors Stronger than most competitors Industry-leading 2% 7% 17% 28% 23% 17% 5

31、% Lag far behind Lag behind Lag somewhat behind About same as competitors Stronger than some competitors Stronger than most competitors Industry-leading Number of innovation types practiced (out of product/service, process, business model, marketing/sales, and organizational innovation) 14%14% 19% 2

32、1% 16% 17% 012345 14 German Business in China Greater Shanghai Innovation Survey 2017 Pioneer disposition Pioneer disposition to introduce new products/services in the last three years compared to competitors Pioneer disposition to introduce new processes in the last three years compared to competit

33、ors A company has two generic choices for their competitive conduct: being the first mover, i.e. the pioneer, or being a follower in the market. Pioneer disposition to introduce new products/services 20% believe that, in the last three years and compared to competitors, they have been a pioneer in i

34、ntroducing new product and services 36% believe they are lagging behind industry peers, i.e. have shown more follower-like conduct in recent years Pioneer disposition to introduce new processes 17% believe that, in the last three years and compared to competitors, they have been a pioneer in introdu

35、cing new processes 32% believe they are lagging behind industry peers, i.e. have shown more follower-like conduct in recent years 5% 13% 18% 23% 22% 13% 7% Lag far behind Lag behind Lag somewhat behind About same as competitors Stronger than some competitors Stronger than most competitors Industry-l

36、eading 4% 8% 20% 29% 23% 12% 5% Lag far behind Lag behind Lag somewhat behind About same as competitors Stronger than some competitors Stronger than most competitors Industry-leading 15 German Business in China Greater Shanghai Innovation Survey 2017 Speed Time to market of an average product / inno

37、vation in comparison to German HQ Speed is a key benchmarking criterion for innovation capability. We aimed to explore how local Chinese entities perform in terms of time to market of an innovation in comparison with German headquarters. 58% of respondents state they need less time than German headq

38、uarters, whereas 21% say they need more time for introducing an innovation in China. Commercial success Share of revenue generated by products/ services launched within the last two years An innovative companys new products demonstrate a shorter time-to-revenue. The average age of the product portfo

39、lio also reflects the innovation capability of a firm. Therefore, we aimed to find out how much young products and services, i.e. those launched within the last two years, contribute to total revenue. 61% of surveyed companies indicate that new products contribute 30% or less to total turnover. For

40、28% of them this share is even 10% or less. 5% 25% 28% 21% 11% 7% 3% Much shorter Shorter Somewhat shorter Same time Somewhat longer Longer Much longer 5% 23% 15% 18% 9% 8% 4% 6% 8% 3% 1% 0%10%20%30%40%50%60%70%80%90%100% 16 German Business in China Greater Shanghai Innovation Survey 2017 Innovation

41、 and sales performance Innovation has become a popular topic in academia and practice in recent decades, because in times of rapid technological developments, intensifying global competition, and changing customer demands, innovation is considered to be one of the main drivers of competitiveness and

42、 long-term corporate success. In fact, empirical research shows a positive relation between innovation and company performance. In this study, we establish a correlation between innovation performance and sales performance: Sales growth compared to industry average in last 3 years and innovation per

43、formance The results confirm that innovation performance is positively related to sales growth, i.e. companies that report higher innovation performance also indicate an above industry average sales growth. 30%40%50%60%70%80%90% Innovation performance Sales growth compared to industry avg. in last 3

44、 years 17 German Business in China Greater Shanghai Innovation Survey 2017 18 German Business in China Greater Shanghai Innovation Survey 2017 Attitude towards innovation “Daring ideas are like chessmen moved forward; they may be beaten, but they may start a winning game.” Johann Wolfgang von Goethe

45、 As markets and economies become more dynamic, we are witnessing an increase in importance of innovation in todays organizations. Studies have repeatedly confirmed that the environment in which an organization operates influences how it acts with regard to innovation1. Companies in more turbulent ma

46、rkets are more likely to embrace innovation because they are required to adapt products and processes to changing demands. Likewise, companies that face high competitive pressure may feel the need to adopt new technologies to differentiate from competitors or to gain a cost advantage. They are force

47、d to make innovation an integral part of their business strategy in order to remain competitive. Facing an unprecedented pace of change in the market and, at the same time, rising pressure from local competitors, the above is especially true for foreign companies in China. German companies in China

48、voice particular concerns about increasing domestic competition2. Companies spend huge amounts of resources on innovation, yet many innovation initiatives fail. The problem may not necessarily be a failure to implement, but may be rooted in the lack of an innovation strategy3. While companies regularly define their overall business strategy, they hardly do so for their innovation intentions, not to speak of aligning innovation efforts with their business strategies.