Last week I did a small research about the impact of the anti-corruption campaign on China's retail sales growth. While some analysts argue that the anti-corruption campaign by top party leaders has dragged down overall retail sales growth, my findings do not suport this argument. My study suggests that the slowdown of retail sales is a multi-year trend and it has been in line with the slowdown of GDP growth. While anti-corruption does affect luxury goods sales, overall retail sales may not be affected as many think.
Since some readers may not be very familiar with the anti-corruption campaign, I would like to make a brief on the background. Shortly after the 18th National Congress of the Communist Party of China which was held last November, the new party leaders started a new round of move against corruption within the bureaucracy. Technically, the anti-corruption campaign was initiated during a meeting of the Chinese politburo on December 4th last year. The party leaders laid down eight rules asking government officials to maintain a frugal and low-key lifestyle .Several government officials were put under investigation because of corruption issues and the latest one was Liu Tienan, a vice-director of the National Development and Reform Commission, the most powerful state planning agency. What's more, in response to this campaign, it is reported that many state-owned enterprises and even private-owned companies cut expense budgets even for their annual conferences. Coincidentally, retail sales growth continued to slip this year and it has been below analysts' expectations. There are also several anecdote stories saying that luxury goods sales growth decelerated substantially in China this year. Therefore, some analysts argue that the anti-corruption campaign is causing the decline of overall retail sales growth.
However, if we look at the medium-term trend of retail sales growth we will find that the slowdown of retail sales growth has been in line with the cool-off in overall economic activity since 2010. As the economic growth continues to decelerate this year, it seems that retail sales growth would keep slowing down anyway, regardless of the anti-corruption campaign.
Retail sales growth and GDP growth

Moreover, the campaign can only affect a small portion of consumption rather than overall retail sales. Within the components of China's retail sales indicator, catering services and retail goods are the two big groups by consumption pattern, with the former making up slightly more than 10% of the total and retail goods accounting for almost 90%. Within the retail goods component, half of total sales come from small and medium-sized enterprises whose annual revenues are below CNY20 million and revenues from retail sales are below CNY5 million. Further available breakdown by sector is only available from large enterprises whose annual wholesale revenues are above CNY20 million and retail revenues are above CNY5 million.These sales account for another half of retail goods sales and 43% of total retail sales.
Breakdown of retail sales

If we assume that the anti-corruption campaign has had a negative impact on retail sales, it would be the large enterprises that suffer the most because those are the manufacturers of the premium goods, but sales by large enterprises have been slowing since 2010, suggesting that it has limited to do with anti-corruption. In fact, the growth of retail goods sales from small and medium enterprises has picked up at the expense of large competitors.
Retail sales growth by group

If we look further into the components of retail sales of large enterprises, the top four are automobile, petroleum, food and beverage and clothing, which account for 31% of overall retail sales. Others items include home appliance (2.7%), medicine (2.3%), jewellery(1.4%) and small categories accounting for less than 1% of total retail sales individually. Of these categories, petroleum sales are highly correlated with transportation and machinery and the volume of transport is related to overall activity, as machinery is to investment. None are likely to be much affected by an anti-corruption campaign. Home appliance is highly correlated with property market so it is not very related to anti-corruption. Neither is medicine sales. Therefore it only leaves automobile, food and beverage, clothing and jewellery, but the latter has seen an acceleration in sales this year.
So here comes the victim of the anti-corruption campaign: auto, food&beverage and clothing.
One of the latest WSJ article talked about the slowdown of luxury car sales in China:
The maker of Bentley luxury cars is the latest high-end auto maker to warn that ebbing confidence among Chinese consumers and a government-led drive against conspicuous consumption has hurt demand for its expensive rides.
..."Currently the luxury or premium market in China is getting lower growth rates," Mr. Lafrentz said. "Maybe it has to do with people just seeing how the country develops with the new government, how the economy and political scene develop."
BMW AG sold 86,224 cars in China in the first quarter, up 7.5% from a year earlier, compared with a 37% jump in the year earlier period. Sales of Volkswagen's Audi rose 14% to 102,810 cars in China versus a 41% gain in the year-earlier period.
We do acknowledge that luxury goods sales have been affected quite severely by the austerity compaign. For instance, prada sales in Greater China slowed down since October last year and Swiss watch exports to Hong Kong and China fell 9.1% and 25.6% respectively in the first quarter of this year.
Prada sales in Greater China

But Decline sales of luxury items may help lower-priced goods sales because of the supplementing effect. This is seen in autos, which is the single largest component in the retail goods breakdown (11.2% of total retail sales).
The China Association of Automobile Manufacturers said that premium car sales only increased by 4% y/y in the first quarter of 2013, with the sales growth of both BMW and Audi, two of the most popular premium marques, slowing substantially. But overall passenger car sales in China rose by 17% y/y in the first quarter of 2013, up from +7% in 2012, and the fastest pace since 2010 when the market was boosted by a subsidy program.
Auto sales growth in China

Finally, food and beverages and catering are most likely to be affected by the anti-corruption campaign owing to popularity of wining and dining as well as the gifting of expensive liquor and cigarettes. Food, beverage, liquor and tobacco account for 6.6% of retail sales while catering services account for another 10.6%.
Controls on department budgets have significantly affected the restaurant trade, particularly for places favoured by officials. In the first quarter of 2013, catering service revenues increased by just 8.5% y/y while those of larger restaurants actually fell by 2.6%.
Chinese baijiu, the indispensable component in Chinese banquets, has seen sales decline as well. It's widely believed that the government and military are the biggest customers of China's leading baijiu producers, suggesting sales are acutely sensitive to official expenditure. Sales of Guizhou Maotai rose 26.3% y/y in the first quarter, down from +48.3% and +40.5% in the previous two years. Wuliangye sales grew by just 6.7% in the first quarter, compared with +32.9%, +39.8% and +31.2% the previous three years. The empirical evidences indicate that they have been affected. However, it is worth pointing out that baijiu sales started to drop when toxic chemical was found in a few kinds of liquors in last November which hurt baijiu sales as well.
Baijiu sales growth in China

So the conclusion is that anti-corruption did little to the retail sales slow down. Is it a happy ending? Not really. If I am correct and the slowdown of retail sales is not because of anti-corruption but the slowdown of overall economic activity, we should be more worried from a rebalancing perspective. Some economists argued that it is possible to have consumption grow at 8-9% annually when GDP growth slows to 6-7% so it is possible to rebalance at a fast level of GDP growth. This argument is undermined at least from the retail sales figures. Although we acknowledge that retail sales number is not a perfect proxy of Chinese consumption, especialy household consumption, it still seems that when GDP growth slows down, it is very difficult to maintain high consumption growth. In order to achieve it, we need a bigger transfer of wealth from the state sector to the household sector.
Chen Long