China Unleashes Broad Stimulus Package to Revive Economy

People's Bank of China (PBoC) Governor Pan Gongsheng leaves after a press conference in Beijing, China September 24, 2024. (Reuters)
People's Bank of China (PBoC) Governor Pan Gongsheng leaves after a press conference in Beijing, China September 24, 2024. (Reuters)
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China Unleashes Broad Stimulus Package to Revive Economy

People's Bank of China (PBoC) Governor Pan Gongsheng leaves after a press conference in Beijing, China September 24, 2024. (Reuters)
People's Bank of China (PBoC) Governor Pan Gongsheng leaves after a press conference in Beijing, China September 24, 2024. (Reuters)

China has unleashed a swath of stimulus measures including cuts to its benchmark interest rate as Beijing battles a slowdown in the world’s second-largest economy.

In a rare public briefing on Tuesday, the People’s Bank of China (PBoC) also announced government funding to boost the stock market and aid share buybacks, as well as more support for the stricken property sector.

With economists skeptical about whether China will hit the government’s full-year growth target of 5%, PBoC governor Pan Gongsheng said the measures aimed to “support the stable growth of China’s economy” and “promote a moderate rebound in prices.”

The package of measures sent China’s CSI 300 index of Shanghai- and Shenzhen-listed shares up 3.8% on Tuesday following the announcement.

Hong Kong’s Hang Seng index rose 3.9%, led by mainland Chinese companies listed in the territory.

Pan said the PBoC would reduce its short-term seven-day reverse repo rate, the central bank’s main policy rate, from 1.7% to 1.5%.

The PBoC will also cut the reserve requirement ratio, the amount of reserves lenders must hold, by 0.5 percentage points, he said, while signaling a further potential cut of 0.25 to 0.5 percentage points this year.

The RRR cut would add 1 trillion Chinese Yuan ($142 billion) in liquidity to the banking system, he said.

Goldman Sachs said in a note the “rare simultaneous cut of policy rates and RRR, the relatively large magnitude of cuts and the unusual guidance on further policy easing indicated policymakers’ growing concerns over growth headwinds.”

But economists said that with loan demand muted among households, more direct government fiscal spending would probably be needed to improve the growth outlook, according to the Financial Times.

China’s economic growth has decelerated in recent months as a prolonged slowdown in the property sector weighs on consumer sentiment.

Economists have slashed their growth forecasts to less than the government’s official target of about 5% for 2024 as deflationary forces have persisted, with producer prices declining since last year.

Robust shipments of electric vehicles, batteries and other goods have not fully offset the weaker domestic economy.

“The Chinese economy is recovering and the monetary policies introduced by our bank this time will help support the real economy, incentivize spending and investment and also provide a stable footing for the exchange rate,” Pan said.

The central bank head was joined by Li Yunze, director of the National Financial Regulatory Administration, the new financial sector watchdog, and Wu Qing, chair of the China Securities Regulatory Commission, the markets supervisor.

The officials said the government will set up a swap facility allowing securities firms, funds and insurance companies to tap liquidity from the central bank to purchase equities. There are also plans to set up a specialized re-lending facility for listed companies and major shareholders to buy back shares and raise holdings.

“A fresh stimulus push is certainly positive,” said Liu Chang, macro economist at BNP Paribas Asset Management. But with a weak economic momentum heading into the fourth quarter, officials needed to act “very quickly in the weeks ahead to implement additional measures if they wish to get to the 5% target”, Liu said.

“We think there is still a worrying lack of urgency behind their words around stimulus,” he added.

In other measures, the PBoC lowered mortgage downpayments for second homes from 25% to 15%.

Second properties had been subject to more onerous conditions to curb real estate speculation, previously a focus for President Xi Jinping.

The central bank also said it would improve the terms of a program under which it has made 300 billion Chinese Yuan available to local government-owned enterprises to help them buy unsold inventory from property developers.

But the central bank stopped short of expanding the program, amid signs it was struggling to gain traction.

Economists have said reducing China’s vast stock of unsold housing is crucial to restoring confidence and reviving domestic consumption.

China's yuan hit a 16-month high against the US dollar on Tuesday, after the central bank of the world's second-largest economy revealed the new stimulus measures.

China-sensitive assets like stocks, commodities and the euro rallied in tandem.



Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
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Saudi Arabia's Digital Advertising Boom: Addressing Economic Leakage, Boosting Local Content

A digital advertising event recently held in Riyadh (Asharq Al-Awsat)
A digital advertising event recently held in Riyadh (Asharq Al-Awsat)

Saudi Arabia’s digital advertising sector is experiencing rapid growth, but a significant portion of its revenues is leaking to foreign platforms. To maximize the impact on the national economy, experts are calling for strategies to curb this outflow and redirect it to local channels.

The importance of retaining digital ad revenues lies in the substantial size of this market. It is estimated that approximately $1 billion in ad spent is lost annually to foreign platforms, representing a considerable loss to Saudi Arabia’s economy.

Dr. Ebada Al-Abbad, CEO of Marketing and Communications at Tadafuq, a Saudi digital advertising network, told Asharq Al-Awsat that the problem stems from the fact that although advertisers, products, and audiences are often local, the largest share of financial gains goes to foreign platforms. He estimated that 70-80% of the $1.5 billion spent on digital advertising in Saudi Arabia in 2022 went to global platforms such as Google and Facebook. This results in the national economy losing nearly $1 billion annually from this sector alone.

Al-Abbad noted that government agencies in Saudi Arabia also contribute to the outflow. He explained that public sector spending on digital advertising, intended to raise awareness among citizens and residents, frequently ends up on foreign platforms. Government spending makes up about 20-25% of the total digital ad market in the Kingdom, meaning hundreds of millions of riyals leave the country annually, weakening the local digital economy.

Al-Abbad argues that Saudi Arabia needs strong local digital ad networks to keep this revenue within the national economy. These networks would help create jobs, drive innovation, and promote cultural diversity in digital content. Developing local platforms would also enhance Saudi Arabia’s digital sovereignty by ensuring that data remains within the country and is not controlled by foreign entities.

Moreover, local networks would reduce dependence on international platforms, ensuring that the economic benefits of digital advertising remain in the Kingdom, he said, stressing that this would align with Saudi Arabia’s broader Vision 2030 goals, which emphasize building a robust, diversified economy driven by local industries and digital transformation.

Globally, the digital advertising sector is growing rapidly. In 2022, worldwide spending on digital ads reached $602 billion, and it is projected to hit $876 billion by 2026. In the Middle East and North Africa (MENA) region, the digital ad market grew to $5.9 billion in 2022, with Saudi Arabia’s market accounting for over $1.5 billion.

In other countries, the digital ad sector plays a crucial role in boosting national economies. For example, in the United States, the digital advertising industry contributed $460 billion to the GDP in 2021, about 2.1% of the total. In the UK, the sector accounted for 1.8% of GDP in 2022. This shows how important digital advertising can be in driving economic growth.

One of the key challenges facing Saudi Arabia’s digital ad sector is the dominance of global platforms like Google and Facebook, which control 60% of the global digital ad market, Al-Abbad told Asharq Al-Awsat. This dominance results in a significant outflow of revenue and allows these platforms to control digital data and content. He warned that this could undermine Saudi Arabia’s national sovereignty over its digital economy.

To counter this, he emphasized that Saudi Arabia needs to build competitive local networks that can retain a larger share of the market. This will not only keep more revenue in the country but also strengthen the Kingdom’s control over its digital data and content.