TRIP REPORT
August 28 – September 8, 2000
FMD F00GX-B4024,
International Travel and Trade Servicing
A. TRAVELERS:
Ms. Rose Braden - Research Analyst
CINTRAFOR, University of Washington
Seattle,
WA
B. PURPOSE
OF TRAVEL:
To Conduct a study of export business strategies of Finnish and Swedish wood products firms and how they affect US softwood products in both the US and international markets.
C.
ITINERARY:
|
August |
28 |
Met
with Markku Paavilainen; Director, Finnish Forest Industries Federation Met
with Heikki Juslin; Professor, University of Helsinki |
|
|
29 |
Met
with Raimo Kielinen; Director of Whitewood Business, FinnForest Met
with Kari Anttilainen; UPM |
|
|
30 |
Met
with Jouko Silen; Product Development Manager, Stora Enso Met
with Riitta Hanninen; Research Scientist, Finnish Forest Research Institute |
|
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31 |
Met
with Ritva Toivonen; Research Manager, Pellervo Economic Research Inst. |
|
Sept, |
1 |
Met
with Jari Toivonen, Rakennustutkimus RTS Oy (Building Research org.) |
|
|
4 |
Met
with Sanna Myrttinen; Market Analyst, Swedish Wood Exporters Association Met
with Lars-GÖran Olsen; Sr. Market Analyst, Swedish Wood Exporters Association Met
with Jan Hagsted; Director, Nordic Timber Council |
|
|
5 |
Met
with Roland Palm; VP, The Swedish Sawmill Federation Met
with Bertil Lidén and Sten-Gunnar Skutin; Senior Researchers, Skog Forsk, the
Forestry Research Institute of Sweden Met
with Lars Karlsson; Sales Mgr., Mellanskog Co. |
|
|
6 |
Met
with Anders Ek; Marketing Manager, SCA Forest and Timber Co. |
|
|
7 |
Met
with Johan Hedin, Marketing Manager, Iggesund Timber |
|
|
8 |
Met
with Maria Adlers; Marketing Director, AssiDomän |
|
Name, Title &
Affiliation |
Address |
Phone |
Fax |
email |
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Markku Paavilainen; Director, Finnish Forest Industries Federation |
Snellmaninkatu 13 PO Box 336 Helsinki, Finland FIN-00171 |
358-50-632-44 |
358-9-132-4410 |
markku.paavilainen@forestindustries.fi www.forestindustries.fi |
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Heikki Juslin; Professor, University of Helsinki |
University of Helsinki Dept. of Forest Industries P.O. Box 24 (Unionkatu 40B) FIN-00014 |
358-9-191-7718 |
358-9-191-7729 |
Heikki.Juslin@Helsinki.fi |
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Raimo Kielinen; Director of Whitewood Business, FinnForest |
FinnForest Corp Revoluntelentie 8 C Finn-02100, Espoo |
358-1406-74799 |
358-1046-74790 |
raimo.kielinen@finnforest.com |
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Kari Anttilainen; Marketing Director, UPM |
Etelaesplanadi 2, 3 krs, PL 380 FIN-00101 Helsinki |
0204-15-0663 |
0204-15-0388 |
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Jouko Silen; Product Dev. Mgr, Stora Enso |
Jouko Silen P.O. Box 39 Fin-06101 Porvoo, Finland |
358-2046-21874 |
358-2046-21745 |
jouko.silen@storaenso.com |
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Riitta Hanninen; Research Scientist, Finnish Forest Research Institute |
Unionkatu 40A FIN-001700 Helsinki |
358-9-8570-5748 |
358-9-8570-5717 |
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Ritva Toivonen; Research Manager, Pellervo Economic Research Inst. |
Eerikinkatu 28 FIN-00180 Helsinki |
358-9-3488-8412 |
358-9-3488-8500 |
ritva.toivonen@ptt.fi |
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Jari Toivonen, Rakennustutkimus RTS Oy (Building Research org.) |
Atomitie 5 C FIN-00370 Helsinki |
358-9-503-1800 |
358-503-1810 |
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Sanna Myrttinen; Market Analyst, Swedish Wood Exporters |
Gustavslundsvagen 12 S-16751 |
46-8-762-7985 |
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Lars-GÖran Olsen; Sr. Market Analyst, Swedish Wood Exporters Association |
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46-8-762-7979 |
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Name, Title &
Affiliation |
Address |
Phone |
Fax |
email |
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Jan Hagstedt; Director, Nordic Timber Council |
Drottning Kristinas väg 71 114 28 Stockholm, Sweden |
46 8 440 85 60 |
46 8 411 26 76 |
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Roland Palm; VP, The Swedish Sawmill Federation |
Tingvallavagen 9 M S-19531 Marsta, Sweden |
46-8-591-28500 |
46-8-591-15475 |
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Bertil Lidén and Sten-Gunnar Skutin; Senior Researchers, Skog Forsk, the Forestry Research Institute of Sweden |
Uppsala Science Park SE- 751 83 Uppsala Sweden |
46 (0)18 18 85 00 |
46 (0)18 18 86 00 |
sten-gunnar.skutin@skogforsk.se |
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Lars Karlsson; Sales Mgr., Mellanskog Co. |
Dag Hammarskolds vag 60 PO Box 127 S-751-04 Uppsala, Sweden |
46-18-170904 |
46-18-52-6080 |
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Anders Ek; Marketing Manager, SCA Forest and Timber Co. |
SE-851 88 Sundsvall, Sweden |
46-60-193422 |
46-60-193323 |
anders.ek@fat.sca.se |
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Johan Hedin, Marketing Manager, Iggesund Timber |
Box 45 SE-825 21 Iggesund, Sweden |
46-650-280 15 |
46-650-280 57 |
johan.hedin@iggesundtimber.com |
|||
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Maria Adlers; Marketing Director, AssiDomän |
SE-105 22 Stockholm, Sweden |
46-8-655-9157 |
46-8-655-9425 |
maria.adlers@asdo.se |
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D. Summary of Activities
The purpose of this trip was to complete a competitive assessment of the Swedish and Finnish sawmill industries, with emphasis on competitiveness in the Japanese market and plans for the Eastern US market. To complete this assessment, I interviewed marketing managers with the region's largest wood products firms and representatives from trade and sawmilling associations to gather information about a variety of factors affecting firm and industry competitiveness. The areas of discussion are detailed in the following research objectives.
Research Objectives:
1)
Collect
information about the cost structure of Scandinavian mills (costs of
production, raw material, labor, energy).
2)
Explain
Scandinavian mill export strategy regarding Japan, the US, and the EU as end
markets.
a)
Do
mills plan to keep Japan their main focus by supplying kiln-dried dimension and
laminated lumber or do they plan to diversify by supplying the Eastern US? What does this mean for the domestic (EU)
market?
3)
Describe
the role of joint ventures in export success and plans for future joint
ventures with timber suppliers, and mills in other regions. Detail existing joint ventures and their
role in the Scandinavian forest industry.
4)
Determine
the sources of raw materials for Scandinavia's sawmill industry. What role does Eastern Europe play as a
supplier? Are Scandinavian firms
forming joint ventures with Eastern European firms as a means of procuring raw
materials from this region? If not, are
there plans to do so? Is Eastern Europe considered a competitor or are
joint-ventures and land purchases in Eastern Europe part of Scandinavian
strategy?
5)
Determine
what role export subsidies or industry subsidies play in firm success.
6)
Describe
the role of certified wood products in export strategy and sales revenue.
7)
Detail
industry/firm plans for certified products and describe policy changes
regarding certified products.
8)
Explain
the details of inexpensive backhaul rates from Europe to Japan and the role
this plays in Scandinavian supplier success in Japan.
9)
Characterize
Scandinavia's forest resource, by ownership, type of forestland, proportion of
certified land, and regulations that may help of hinder the region's
competitiveness.
10) Explain the impact of a shift from
individual currencies to the Euro on the European timber industry and
Scandinavia's role as a supplier.
On August 28 I met with Marrku Paavilainen, Director of the Finnish Timber Council (FTC), a trade organization representing private forest products manufacturing firms to discuss FTC activities and obtain information about the industry. The FTC is involved in overseas trade and education missions in Japan and wood promotion programs in Europe.
On August 28 I met with Professor Heikki Juslin, at the University of Helsinki who researches forest certification and its implications for sales and marketing of forest products firms. In May 2000, Finland adopted the Finnish Forest Certification System (FFCS), a voluntary system based on regional certification as opposed to the Forest Stewardship Council's (FSC) certification of individual plots. Approximately 180,000 Finnish forest owners have already committed themselves to the FFCS plan. The Finnish government and forest sector support this certification plan because it is more cost effective and realistic for Finland's 440,000 small forestland owners (whose average land size is 30 ha), who supply 80 percent of Finland's log supply. Finland's small forestland owners argue that FSC does not suit Finland's forestry situation because FSC was developed to certify forests of an average size of 500-10,000 ha.
The FFCS is similar to the FSC's certification regime in two ways: forest certification must be carried out by an independent third party and forest products companies must provide chain of custody certification. It also differs in two ways. First, FSC requires each landowner leave 5 percent of the forest plot untouched, while FFCS requires a total of 5 percent of Finland's forest remain untouched. Second, FSC requires foresters to leave 10 trees per hectare of land; FFCS requires foresters to leave five trees per hectare.
According to Dr. Juslin and other interviewees, retailers currently accept FFCS certified products as readily as FSC wood, partially because there isn't enough FSC wood to meet demand. B&Q, a large UK do-it-yourself (DIY) retailer, has been used as a litmus test for the acceptance of FFCS and Pan-European certified wood. The company declared that after 2000 it would not purchase non-FSC certified wood, yet it now accepts all three certification systems to meet demand. Finland has only been supplying FFCS timber since July 2000, but suppliers are finding that customers that require certified wood aren't demanding a specific label, they just want assurance that the wood is certified. FFCS was also unanimously accepted as part of the Pan-European certification system, which has helped the widespread acceptance of the Finnish system.
On August 30 I met with Riitta Hanninen, Research Scientist at the Finnish Forest Research Institute (METLA). METLA is an independent research organization under the Finnish Ministry of Agriculture and Forestry. It produces research-based information for decision-makers, forest industries and practical forestry, as well as for the public at large. METLA has time series data on labor, exports, and profitability, as well as statistics on the domestic forest situation. It also analyzes the policy impacts and implications of changes in the domestic wood products industry. Recent research includes analyses of business fluctuations in roundwood markets. METLA researchers are also studying the impact of exchange rates on sawntimber prices. METLA will be used as a source of background information for this study.
On August 3 I met with Ritva Toivonen, Research Manager at the Pellervo Economic Research Institute to discuss trends in the Scandinavian wood products industry. Mrs. Toivonen believes the increase in Finnish exports to Japan was more an opportunity that presented itself than a strategy by Scandinavian firms. She doesn't believe the industry has a well-defined, or focused strategy. The increase in exports from Finland and Sweden was instead prompted by several occurrences. The Russian economy collapsed and the Finnish economy and domestic timber demand declined, which left Finnish sawnwood producers looking for new markets. At the same time Japanese consumers were looking for clear, high quality sawnwood. More recently, the exchange rate is favorable for Japanese consumers of Finnish goods and Japan's log supply has declined.
Mrs. Toivonen also said that the Finnish timber industry is facing a potential shortage of raw materials, which may limit their international expansion. According to the Foreign Agricultural Organization (FAO), consumption of wood products in Europe will increase only 1.5 percent over the next five years. The population isn't increasing and economic growth is slow, so there isn't much room for increased consumption of wood products. Consumption in Eastern Europe may increase as the economy develops, yet the volume of wood products consumed in this region is low, so any growth would not have a great impact on the Finnish wood products industry. Some firms are looking at new markets, yet Finland's forest resources won't allow large scale increases in development. Timber growth exceeds harvest levels, yet there are more regulations that being implemented that will limit allowable harvest levels. Firms can increase their timber utilization efficiency levels, yet the quality of the finished wood product will decline if the logs are harvested prematurely.
Mrs. Toivonen added that the type of timber that is available shapes the direction firms take as well. Finnish companies purchase all of the logs off of a timber sale, so they use both sawnwood and pulp and paper logs. Integrated industry has to think of utilizing all types of logs. Therefore, sawnwood or pulp and paper production is not only market driven; it is largely supply driven as well. This may be one reason companies are reluctant to start producing engineered wood products. This type of manufacturing requires a steady supply of logs and adding engineered products to a firm's product line may diversify the firm's range of products too much, making it difficult to ensure a stable raw material supply.
On September 1 I met with Jari Toivonen, a researcher with Rakennustutkumus Oy, a wooden housing research company to discuss the Scandinavian wooden housing industry and issues related to exports of panelized and log houses.
Log home exports far outweigh panelized home exports. In 1999, Finland exported a total of US $166.6 million in wooden homes (~$805 million markka; US $1= 6.9 markka), US $87.7 million in log home exports, US$ 28.9 million was panelized wood home exports, and US $7.2 million in exports of temporary structures to Russia. Twenty percent of the country's log home sales were exported to Japan. According to Mr. Toivonen, the Asian economic crisis effected log home sales, yet exports are recovering.
On September 4 I met with Sanna Myrttinen, a Market Analyst at the Swedish Wood Exporters Association to discuss export activities of Swedish wood products firms and the domestic timber situation. According to Ms. Myrttinen, Sweden has a more diversified forest industry than Finland, made up of more medium and small-sized firms. These firms, who often don't own their own forestlands are the innovators of the industry. Even though, in general, the Swedish wood products industry has been in a decline, these small family owned companies that cater to niche markets have increased their sales. These companies for example, supply specialty products to DIY chains.
The Swedish wood products industry is working to increase the use of wood in the European construction sector. They are educating builders and architects about the positive attributes of wood frame construction to increase the use and specification of wood as a building material. Fifteen million m3 of construction lumber is produced annually and 4 million m3 is used domestically.
Ms. Myrttinen predicts the DIY market in Europe will boom, which will increase demand for large orders of wood products. This will favor large forest products firms, yet disadvantage smaller Swedish firms that produce suitable products in smaller volumes. These firms are taking two approaches to survive 1) the are forming partnerships with other sawmills, and 2) they are increasing their contact with potential and existing customers and focusing on DIY customers. The EU is providing funding for partnership ventures.
The industry appears to be focusing on two different markets. Large firms are supplying large quantities of bulk products to the construction industry and smaller firms are focusing on supplying specialized products.
On September 4 I met with Lars-GÖran Olsen a Market Analyst at the Swedish Wood Exporters Association to discuss and obtain trade and production statistics.
On September 4 I met with Jan Hagstedt, Director of the Nordic Timber Council (NTC) to discuss NTC export activities and his projections for the Scandinavian wood products industry's exports. Mr. Hagstedt said Sweden and Finland have a goal to export 300 million m3 to Japan to remove some of the dependence on the European market. Ideally, Scandinavian producers would like to increase the use of wood worldwide. They believe that if Scandinavian suppliers increase their share of the wood products market in Japan an excess of wood supply will occur in another region. The ultimate result would be increased competition for Scandinavian suppliers these markets. Instead, Scandinavian producers would like to increase demand in China and other emerging markets. The expectation is that by creating new markets, product prices will increase as demand increases. When Scandinavian firms first started supplying wood products to Japan, prices increased in Germany as consumers expected a supply shortage, yet when Japan entered a recession, prices for wood in Europe declined.
Mr. Hagstedt also projects that the market for appearance grade pine and redwoods in Japan will increase. Last year the NTC asked Japanese furniture designers to design pine and redwood furniture. The NTC followed up with a showcase of the furniture manufactured by the Japanese designers at the Stockholm International Furniture Fair. The showcase was very well received and the NTC is going to exhibit the furniture at a November 2000 furniture fair in Tokyo.
The NTC tried the same concept in China. They had the University of Stockholm Swedish Technical Center manufacture furniture from Scandinavian pine. The project showed that furniture made of Scandinavian pine was more cost effective and higher quality than other species Chinese furniture manufacturers were using. The findings are being used to convince Chinese furniture manufacturers that they can produce cost effectively produce products that will sell for a higher price if they use higher quality Scandinavian pine.
On September 5 I met with Roland Palm, Vice President of the Swedish Sawmill Federation to discuss the structure of forest ownership in Sweden and how this affects Sweden's forest products industry. According to Mr. Palm, private forest owners own 60 percent of Sweden's forestland. Half of these forest owners are members of the Swedish Sawmill Association. Sweden differs greatly from Finland in that half of the forest owners in Sweden belong to the Swedish Sawmill Association, yet all Finnish forest owners are required to belong to the Finnish Forest Owners Association. This membership has several advantages including increased bargaining power for forestland owners when negotiating timber prices and certifying forests. The cohesiveness of the Finnish forest owners helped the advance of the Finnish Forest Certification System (FFCS) greatly. The independent nature of the Swedish private forest owners also makes it more difficult for sawmills to procure raw materials. Despite the fact that private forest owners own 60 percent of Sweden's forestland, only 11 percent of the volume is sold to large forest companies. Respondents from some large firms noted that they sometimes find it difficult to locate raw materials at the right price from private landowners.
According to Mr. Palm, half of Sweden's forest owners have adopted Pan-European Forest Certification (PEFC) and almost all Swedish firms will sell Pan-European certified products by October 2000 or early 2001. Swedish forestland owners weren’t concerned with certified products earlier because they have sustainable forest practices already in place, yet increasing demand from consumers, particularly in the UK, is prompting Swedish forest owners to work towards certifying their programs.
There are a few key differences between FSC and Pan-European certification that make it difficult for small forestland owners and small to medium sized sawmills to adopt FSC certification. First, FSC mandates that each forest owner, regardless of land size, set aside 5-10 percent of their forest land for conservation, even if these areas aren’t considered sensitive. If sensitive areas are identified, FSC says that the public should pay the costs associated with certification. Second, FSC also requires suppliers and producers provide chain of custody documentation to prove that the certified shipment is made up of all certified products. These requirements are difficult for smaller private mills to carry out. There are extra costs associated with sorting, labeling, and transporting the certified products that are difficult for smaller mills to absorb. Large firms are more capable of sorting the certified products and sending them to mills designated to produce certified products. Conversely, the Pan-European system says that if 10% of a land owner or mill’s log inventory is certified, then 10% of the firm’s total production is considered certified. The Pan-European system follows the belief that if it is easy for suppliers to produce and supply certified products, demand will increase.
On September 5 I met with Bertil Lidén and Sten-Gunnar Skutin, Senior Researchers at Skog Forsk, the Forestry Research Institute of Sweden to discuss the domestic forest supply situation and Skog Forsk's research regarding international trade and wood processing technology. Mr. Skutin gave a presentation on the differences between forest ownership in Sweden and Finland, the differences in the way that timber prices are established, and production and price information.
He listed several reasons for the increased international presence of Scandinavian suppliers:
1) Scandinavian firms have become larger and more aggressive in recent years.
2) The European market has become oversupplied, which caused Scandinavian firms to look for other markets.
3) US demand for wood products has been high for several years, which diverted logs from the US to export markets.
4) When Europeans needed new markets, Japan was a natural outlet because they wanted clear, kiln-dried lumber in specific dimensions.
5) Lower freight rates from Europe to the US and Japan has helped.
Preliminary conclusions (subject to modification after analyzing data and writing final report) include the following:
While Finland and Sweden are often considered as a single group in the international trade of wood products, there are several aspects that make them distinctly different from each other. Forestland ownership structure, management approaches, forest certification, and international currencies shape these two distinct economies and forest products industries.
Forestland ownership is foremost in these differences. Approximately 54 percent of Finland's 20 million hectares of forestland is owned by non-industrial private forest owners, 33 percent is state-owned, and 1.8 percent is industrial private forestland. All non-industrial private forest owners are required by law to belong to a forestland owners organization, which has several advantages for both forestland owners and industrial customers. For example, forestland owners work as a group to negotiate prices and buyers work with fewer individuals to procure raw materials. Organization of forestland owners has also facilitated the Finnish Forest Certification System.
Conversely, approximately 60 percent of Sweden's forestland is owned by non-industrial private forestland owners, yet only half of these individuals are members of a forest owners association. As a result, the industry is much more fragmented, raw material procurement by large firms that do not own their own land is more difficult, and adopting widespread certification has been a challenge.
Other issues affecting the Scandinavian forest products industry:
Eastern Europe
Eastern Europe is becoming increasingly important as a source of log supply for Finnish and Swedish firms. Scandinavian firms run their own operations in Estonia and the Baltic States in keeping with Scandinavian methods so sustainable management is not an issue. Interview respondents were not greatly concerned about Eastern Europe as a source of competition now, yet several noted that Eastern European suppliers are improving their kiln drying capacity and processing machinery, which could improve the ability of these firms to compete. They also pointed out that there has been an oversupply of logs in Europe since the winter storm in France felled many trees, which are now being used as roundwood. When this supply is gone, the price for logs will increase, and demand for logs from Eastern Europe will likely increase. However, even then, the prices for logs from Eastern Europe should start to increase, which will balance competition.
Certification
As discussed in this report, Finland has adopted the FFCS as an alternative to the more stringent regulations of the Forest Stewardship Council. The FFCS is designed to be more applicable to Finland's small forestland owners. So far, the FFCS has been accepted by large retailers in the UK who have generally favored FSC products and FFCS received approval from the more widely recognized Pan European Certification System to use the PEFC stamp with the FFCS stamp. Certification is a controversial issue among suppliers in Finland and Sweden. They are generally opposed to FSC essentially blackmailing forestland owners to adopt FSC certification to sell products when they feel that sustainable management is already being practiced.
Sweden has not adopted a widespread certification system such as FFCS or FSC yet. This can be partly attributed to the more fragmented structure of the Swedish non-industrial forestland owners. PEFC has been adopted by 50 percent of forestland owners, 35 percent are non-industrial private forestland owners and 30 percent of Sweden's forestland is FSC certified. Some respondents expect 65 percent of Sweden's forests will be certified in 2-3 years. Large firms such as AssiDoman and SCA do offer certified wood, yet they report no significant sales advantages.
Impact of the Euro
Finnish firms report devaluation of the euro relative to the Swedish krona and US dollar has given them a competitive advantage in export markets. Finnish interview respondents also said the euro has stabilized the exchange rate. Before Finland joined the EU and adopted the euro, firms were concerned with how they could minimize the risk associated with unstable exchange rates. Some respondents also said fluctuating exchange rates made establishing forward pricing contracts difficult. The euro has reportedly allowed Finnish firms to concentrate on issues related to service, product quality, and marketing. Swedish firms also note the competitive advantage of Swedish firms related to the euro.
Japan
Access to the Japan market was reportedly more of an opportunity opposed to a strategy for Scandinavian firms. Some firms report that Japanese firms approached them for products. This timing coincided with a decline in the German market, the need for new markets for Scandinavian firms, a strong US construction industry, and a log shortage in Japan. The Japanese were pleased with the clear lumber that Scandinavian producers supplied in preferred dimensions, and orders have continued. Conversely, most US sawmills produce lumber in lengths to meet 2x4 construction requirements. Since the majority of the wooden home market in Japan is comprised of post and beam construction, many US lumber mills are missing the larger segment of the market. The strong US dollar and low backhaul rates to Japan were also considered advantages by Swedish and Finnish respondents. Laminated beams are a growing market in Japan because they are considered more dimensionally stable. Scandinavian suppliers were afraid that whitewood sales would be affected by the Housing Quality Assurance Law, but they've been teaching Japanese buyers that whitewood is resistant to wind and rain damage if used properly.
None of the companies interviewed reported having joint ventures with Japanese companies, although some said their companies were discussing joint ventures. One said its Austrian partner has a joint venture with a Japanese firm. Several said that Japanese firms preferred to purchase foreign sawmills instead. Japan did not appear to be at the foremost of the firm's marketing strategies. Instead, many were concerned with how to increase and maintain sales in Europe, particularly Germany and the UK.
US
Some respondents reported interest in supplying the US market, yet most lacked direct contacts. UPM had planned to use its partnership with Champion to enter the market, yet since that deal fell through, they haven't considered it seriously. Other firms are either testing the US market or their European and Scandinavian divisions are supplying dimension lumber to the US, most have WCLIB grade stamp approval. SÖdra, is reportedly pursuing the Japan and US markets. Most respondents had limited knowledge about the US market, but said their companies were going to start researching it.
How Scandinavian firm
structure affects export activities and new markets
An important point to understand in the Scandinavian forest products industry is that pulp and paper operations dominate the direction of the large forest products companies since sales revenue from pulp and paper is exponentially greater than sales of sawnwood products. Solid wood products can almost be considered by-products. This is not to say that considerable resources aren't invested in developing and selling solid wood products. However, much fewer resources are allocated to these divisions and market expansion and market strategy has not been a foremost consideration. While some companies have clearly researched the Japanese market, for example, much of the expansion into this market was the result of opportunities that presented themselves.
This research revealed other firms who are greatly involved in supplying the Japanese market. They will be contacted and interviewed to add more detail to the final report.
Preliminary recommendations (subject to modification after analyzing data and writing final report) include the following:
· Scandinavian exporters are clearly improving their share of the Japanese market. This is largely because they offer high quality sawnwood in dimensions that Japanese for remanufacturing and post and beam construction. Except for supplying baby squares, the post and beam industry remains largely untapped by suppliers in the Continental US, yet it is much larger than the 2x4 market in Japan. US suppliers should examine the pros and cons of entering the post and beam market.
· US suppliers should also consider the feasibility of producing customer specific commodity products, such as notched lumber, lumber dried to specific a moisture content, or lumber cut to specific dimensions, for customers that order large volumes.
· Scandinavian trade organizations are organizing trade missions and other programs to illustrate the superior quality and strength attributes of Scandinavian spruce and pine in Japan and China. The US wood products industry should monitor these activities and continue to develop new methods to promote US wood products in new and existing export markets.
· Certification research: Research the progress of the various certification programs being developed in Europe and how consumers perceive the differences. Many respondents reported that end-use consumers don't have a preference for FSC versus PEFC or FFCS, they are mainly concerned that the timber was harvested sustainably.
· Export housing research - In 1998, Sweden exported 1,164 log homes to Japan, Finland exported 191, and the US exported 3,203. Log homes displayed the greatest growth with the number of units being imported increasing by 178% since 1996 and Scandinavian firms have increased their share of this market. Additional research should be conducted to understand Scandinavian firm activities and strategies for exporting log homes to Japan.