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NZ firms continue to target China through PCNZ


Two companies, Douglas Pharmaceuticals and Rockit Global, are looking to another New Zealand company, Primary Collaboration New Zealand (Shanghai) Co Ltd (PCNZ), to increase their presence and sales in China.

Both already have market exposure in China, but will tap into PCNZ’s strength and experience in that country to accelerate their business growth.

PCNZ now represents 13 New Zealand brands in China and has built up a team of 22 to support the growth of its clients in this market. Its brands are all experiencing strong sales growth and more importantly getting a deeper understanding of the China market.

Scott Sheriff, Chief Commercial Officer, Auckland-based Douglas Pharmaceuticals, said the Clinicians range had demonstrated strong growth and they felt the time was right to build on that growth with the support of PCNZ.

“There is no substitute for having people on the ground advocating the brand and directing the channels. PCNZ has already recruited two people to provide the support to Douglas Pharmaceuticals and they will be responsible for managing the cross-border channel and implementing the marketing plans for Clinicians,” he said.

Hawkes Bay-based Rockit Global Ltd is building a unique proposition in China with its 12-month supply of miniature apples packaged in a convenient tube. Instead of competing directly with other produce categories Rockit is creating a new healthier snacking category to help families with young children.

Austin Mortimer, CEO Rockit Global, said that in order to succeed in China the company needed to take a structured approach to growing the brand.

“PCNZ and Eric Dai came onboard in the middle of 2018 and we have already seen a huge improvement in our knowledge of this dynamic market. Subsequently he has developed a clear roadmap that will see us align with key partners and achieve our goals over the next few years,” he said.

Douglas Pharmaceuticals and Rockit Global join other PCNZ clients – Anzco, Mr Apple, Bostock, Freshmax, Pamu, New Zealand King Salmon, Sealord, Silver Fern Farms, Synlait, Taharoa and Villa Maria in collectively tackling the China market. Over the past four years these companies have reported several successes including growing sales, deeper insights and knowledge, greater distribution reach and closer relationships with partners and customers.

Andy Borland, Chairman PCNZ, said his company is very excited to have partnered with Douglas Pharmaceuticals and Rockit Global.

“PCNZ business continues to gain momentum and strength with its overall offering of great brands from New Zealand. In the case of Douglas Pharmaceuticals, it also demonstrates that PCNZ can deliver value outside of the main F&B sector in China,” he said.

Borland said that transition is one of the themes in 2019 for the company and from a management perspective it was time for some new thinking to come in and take it to the next level

“Therefore, we have appointed David Boyle to take over from our founding CEO, Kevin Parish in April. David has strong experience of business in China having first being appointed to work for Lion Nathan in Shanghai, in 1997. He subsequently graduated to COO and CEO roles with international businesses, based in Shanghai, before co-founding a consultancy in Shanghai, in 2008.

“David will provide us with his strong China background. Kevin’s leadership and perseverance were key to getting PCNZ through the challenging start-up phase in China and we now have a larger more sustainable business which has been a fantastic achievement,” he said.

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