Commentary

Overcoming regional pricing barriers

"Asian markets and customers are much too price sensitive!" "We are experiencing 20%+ growth. Why do we need to fix pricing? In Asia, it's about growth!" These are common beliefs about the Asian market. However, they are generic and in many cases inaccurate. This article will look at why pricing in Asia is different to the rest of the world, and how to manage those differences. Asia consists of four major regions, China, India, North East Asia (Japan and Korea) and South East Asia (ASEAN). There are significant differences with respect to pricing between these regions. Hong Kong is not only a big regional center but also quickly becoming an important route into China. This article will reflect mainly the perspective of the chemical industry, focusing on each region separately. Four unique elements of pricing in Asia There are four unique elements of pricing in Asia: 1. The GTM and channel model makes pricing complex. 2. There is an over-reliance on volume-based rebates as incentives in pricing. 3. FX volatility has an ongoing impact on pricing. 4. Cultural norms influence how price discussions are made. We will evaluate the relevance of these elements in each of the four regions in Asia. 1. GTM and Channel The GTM and channel model tends to be complex in Asia, especially in China and India. First of all, the number of channel partners is high. In some cases, like in agro-chemicals in China, it's not unusual to have ten channel partners between the supplier and end customers. Each channel partner takes a share of the commercial terms offered by the suppliers, this makes it difficult to estimate the share of each and the price to the final user of the product accordingly. Hong Kong based corporations would be better at managing the operations in China vis-à-vis corporations based in the Europe and US.

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Overcoming regional pricing barriers

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