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NZ should focus on what we DO want to sell to China

NZ should focus on what we DO want to sell to China

Too many New Zealand businesses missing out on China marketing opportunities

Auckland, 15 July 2015. While Auckland's housing crisis is grabbing headlines, New Zealand is losing sight of the real opportunities in China, according to Simon Young, CEO of syENGAGE.

The Auckland- and Shanghai-based consultant says that, while China is often New Zealand's biggest trading partner, that trade relies too heavily on commodities, and not enough on brands. That needs to change, and the first step is education, says Mr. Young.

"As a country, we have two very strong advantages already," says Young. "We were the first developed country to sign a free trade agreement with China, and we have an enduring positive image for quality and purity in the minds of consumers. The trouble is, not enough brands are leveraging that nation-brand equity."

Young believes the biggest problem is that Kiwi businesses "don't know what they don't know", when it comes to marketing in China. "The marketing landscape in China is very different to what we see in other overseas markets, and radically different from our own domestic scene," he says. "The first thing Kiwi brands need is an overview, to understand how their Chinese consumers learn about new products and make buying decisions."

To this end, Young's company syENGAGE is hosting a virtual online seminar this Friday, 17th July, for kiwi brands to come to grips with their "unknown unknowns". Titled China Marketing Exposed, the event promises to equip NZ marketers for success in China, whether they end up working with an agency, or hiring someone to work in-house.

"The language and cultural differences between New Zealand and China mean that there's often a lot of 'accidental trust' put in Chinese staff members who may or may not have the skills necessary for the job," says Young. "We want to bridge the gap, supporting both kiwi brands and their Chinese employees to do a great job."

The webinar's built on 5 years serving kiwi clients with a Chinese audience online. syENGAGE's global team represents clients such as the All Blacks, Massey University and Vista Group in the Chinese social media space.

Even for companies at the very beginning of their China journey, Young recommends attending the webinar, which they can register for at www.chinamarketingexposed.com. "It's a chance to turn some unknowns into knows, and take some of the mystery out of this great opportunity," says Young.

- ENDS -

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