Market Information

Comprehensive information for New Zealand food and beverage companies doing business in China. Special thanks to Otago University and NZTE

PRINCIPLE FINDINGS FROM THE REPORT

The principle findings of this study, thus far, are as follows:

• New Zealand companies need to make time to investigate and conduct market research before proceeding with any market entry strategy.

• Understand which market segment they wish to target, who their competitors are, the market trends which are evolving and the risks that the market poses.

• New Zealand companies need to enlist the support of the NZ government officials and through them Chinese local and central government officials to ensure that their objectives are in alignment with the policy objectives of the Chinese Government both local and central.

• New Zealand trade and diplomatic officials must be thoroughly conversant with the policy objectives of local government and have effective communication channels between themselves and local government officials. They must also be conversant with Central government policy and be able to readily access information channels to follow the development of central government policy objectives.

• It is vital that New Zealand companies have a contingency strategy in place prior to entry. That is, ensure that exit rules have been at least thought through if not developed.

• Enter the market with a long term perspective and be committed to tackle the hurdles when they present themselves. It is important that New Zealand companies think not five years ahead but fifteen to twenty.

• Ensure a balanced recruitment strategy, ensuring the employment of local indigenous staff, alongside expatriate staff. The employment of local indigenous staff with bilingual skills is an obvious asset.

• It is important to overcome the language barrier. New Zealand companies need to ensure that effective and timely communication systems are established. Open communication with the Chinese partner is important to the ongoing development of the relationship and integral to smoothing out any problems which may arise.

• Cultural empathy and understanding is important, New Zealand companies must accept and understand the ways of their Chinese partners and embrace the cultural differences with understanding, tolerance and pragmatism.

• New Zealand companies should look at where they can offer assistance and add value to their Chinese partners, opportunities to work more closely with partners enables firms to better understand the nature of business in China. Moreover, it fosters goodwill within the partnerships and plants the seed of trust.

• New Zealand companies need to be highly vigilant in maintaining superior quality Food and Beverage produce standards, in order to protect and enhance the New Zealand brand / image.

• It would appear prudent and advisable for New Zealand Food and Beverage Companies to work together to where possible to facilitate greater synergies and lift the profile of New Zealand in China and the wider Asia markets.

In conclusion, if the optimists are correct, China will move inexorably toward a free market economy during the next decade. Competition will increase and foreign free-market influence will support this process. However because of China’s geographical, political, and economic complexities, China’s transition to a full market economy is yet to be accomplished, for example the establishment of clearly defined property rights. Therefore, we believe that for the foreseeable future there will be a continuous evolution in the institutional arrangements that support a market economy. This suggests that the key success factors identified in this research are likely to remain valid for the foreseeable future.

CLICK HERE FOR FULL REPORT

Over the past few months the Unicon team have been working hard fitting out our first concept store in the new “Fangheng Mall” in Chaoyang District, Beijing. The store opens today so please feel free to come along to celebrate with us! The image below is of the shop’s last stage of the fit-out.

The concept of TOP BRAND is to allow apparel designers to showcase their products to the sophisticating Chinese middle class market. We see huge demand for genuine imported designer apparel in Beijing but most brands sit in a price bracket outside what the average Chinese consumer can afford.

To overcome these pricing issues we import end of season stock from designers and brands from around the world. In essence TOP BRAND will be a middle to high end outlet store.

The store will open with past season ranges from Calvin Klein, Z Zegna and Lacoste and there will be a fast turn over of labels to keep the store fresh and interesting for our customers.

Latest images of the store below.

Joe

A $1 million Chinese order for socks, hats and gloves from Norsewear is being cited as an early spin-off of the free trade agreement signed last week.

Norsewear says the order, within 48 hours of the signing of the pact, came out of the blue and was a result of the higher profile New Zealand was enjoying in China. The company’s general manager Sandra Shilling said the company has manufacturing links in China but was not marketing its New Zealand-made garments there at all.

“It’s not something we planned on or predicted,” she said.

“The Chinese have ordered three times the annual numbers we currently produce. The good news is that means more jobs for New Zealanders as all the products will be manufactured locally. Already our contract manufacturers are looking for new staff to help fill the order.”

She said if the Chinese were happy they planned to increase the order.

“Goodness knows how we will cope with that! The export potential is absolutely mind boggling. We are talking in the multimillion-dollar region so it’s all systems go for us right now.”

Via NZ Herald: $1M Norsewear deal an early winner

Details on tariff cut programme in trade deal with China.

The deal eliminates tariffs on 96 percent of New Zealand’s current exports to China by 2019.

For other than specified “sensitive” goods - kiwifruit, some meat, sheepskins and dairy products - the following programme will apply:

* When the deal comes into force - probably October 1 - 35 percent of imports from New Zealand which currently face tariffs of up to 5 percent will be duty free;

* Duties in the 6 to 20 percent range will be phased out over five years until 2012; and

* Tariffs greater than 20 percent will be reduced to 20 percent on day one and then phased out by 2013.

Dairy

* Some dairy products - infant milk formula, casein, yoghurt and whey - will be phased out over 5 years;

* China’s tariffs on butter, liquid milk and cheese will be phased out over the 10 years to 2017;

* Skim and whole milk powder will be removed over 12 years; and

* There are mechanisms to delay the tariff reductions if exports exceed certain quantities.

Meat

* Tariffs on beef and sheep meat, and edible offal will be removed over 9 years.

Fruit

* Apple tariffs will be removed by 2012 and kiwifruit over 9 years.

Wool

* A duty free quota of 25,000 tonnes of wool and 450 tonnes of wool tops will be set increasing by 5 percent a year for 8 years. The initial quota is 75 percent of current exports or $122 million a year in tariffs.

Wood and paper products

* China will be bound on the zero tariff on logs and sawn timber and a limited number of pine products will also be given preferential status.

* Some processed wood and paper products accounting for 4 percent of New Zealand’s exports to China will not be covered by the trade deal. This is because under WTO rules is China gives preferential status on the products, they must be applied to all WTO members.

What China Gets from New Zealand.

* All tariffs will be removed by 2016;

* Currently 37 percent of China’s exports to New Zealand are tariff free;

* An additional 2 percent of exports with a tariff of five percent or less will be duty free from October 1;

* Tariffs on most textile, apparel, footwear and carpet products will be phased to zero over seven years or nine years. Tariffs on heavily exported goods in clothing and footwear will be phased out by 2016, lesser traded goods by 2014; and

* Tariffs on all other goods (including steel, whiteware, plastics and furniture) will be mostly phased out by 2012 with the remainder by 2013.

* Ian Llewellyn is in Beijing with the assistance of the Asia New Zealand Foundation.

via:  Details on tariff cuts in China trade deal

3:30PM Monday April 07, 2008

Winners China will lower tariffs on most imported NZ agriculture and manufactured products to zero (over time), saving our exporters a total of at least $100 million annually.

With Chinese tariffs running at about 10 per cent for milk powder (yoghurts and cheese top 15 per cent); 12-20 per cent on sheep meat and 15-20 per cent for kiwifruit, the upside is considerable. But there will a lengthy phase-in period for dairy as China fears its own fledgling dairy farming industry would be squashed.

Manufacturing exports ranging from machinery through to light industry, whiteware, automotive parts, steel and aluminium products will benefit to varying degrees. But reciprocal liberalisation will ultimately make the local scene more competitive.

Losers Wool: China is NZ’s biggest market for wool products which enter at very low-duty rates (1 per cent under a tariff rate quota system).

But out-of-quota exports face a 38 per cent duty. China strenuously argued going to zero would wipe out the livelihoods of its sheep farmers in frontier regions. A special quota arrangement is expected.

Forestry: China is one of the world’s largest forest product importers. But complications under a provision in China’s WTO accession deal with the US proved a sticking point. Some co-operative element may emerge.

Textiles and apparel manufacturers: Will have to up their game when NZ speeds up remaining tariff reduction in these areas, opening the way to stiffer competition from Chinese imports.

Electronics: A separate agreement will be signed to ensure co-operation on conformance assessment for electrical and electronic equipment. Some retailers are nervous NZ’s safety standards may become compromised.

Movement of people
Working-holiday programme for young professional Kiwis to go to China.

NZ business people will find it easier to get short-term visas; an advance record system will ultimately be promoted to ensure important enterprises and organisations on both sides get timely entry visas.

More exchanges of experts, scholars, students and technicians and intra-corporate transferees.

Chinese traditional medicine experts, acupuncturists, Mandarin teachers and chefs will be allowed into NZ under a constrained quota.

No invasion of unskilled Chinese workers into NZ. Trade Minister Phil Goff strenuously opposed a push for Chinese labourers to work on NZ construction sites; Chinese workers must be paid NZ rates while here.

Trade liberalisation services

Winners
Tourism and education ex-China are major money-spinners for NZ. An agreement to facilitate two-way tourism traffic is expected. Education earnings fell away after the collapse of English language schools and the appreciation of the NZ dollar. Look for more NZ educational institutions running schools in China in co-operation with Chinese authorities in areas like biotech, management and telecommunications. NZ students may also be encouraged to study in China.

Forestry: China is one of the world’s largest forest product importers. But complications under a provision in China’s WTO accession deal with the US proved a sticking point. Some co-operative element may emerge.

Textiles and apparel manufacturers: Will have to up their game when NZ speeds up remaining tariff reduction in these areas, opening the way to stiffer competition from Chinese imports.

Electronics: A separate agreement will be signed to ensure co-operation on conformance assessment for electrical and electronic equipment. Some retailers are nervous NZ’s safety standards may become compromised.

via: So what’s in it for us   

NZ Herald

New Zealand’s largest bilateral trade agreement is due to be signed with China on April 7th by Prime Minister Helen Clark and China’s Premier Wen Jiabao.

It’s the result of three years of negotiations and is believed to give New Zealand exporters increased access to the world’s fastest growing economy.

There is a new way to send in comments to Your Views and Blogs. You can click here and go straight to the registration page.

Read Helen Clark’s take on the Free Trade Agreement
Will a Free Trade Agreement with China be good for us? Here is the latest selection of Your Views:

 Thanks to NZ Herald

 Via Will a Free Trade Agreement with China be good for us?