Cheers to family values
and is proud to be taking the New Zealand wine story to the chose a cautious approach to build brand equity with targeted customers that would provide the best long-term value.
“China is a great market for us due to their desire to learn about New World wines,” says Marris. “The population allows for great growth and even a small slice of this market is a potentially very large volume.”
By partnering with a national distributor, Marisco sought to raise its profile and develop long-term relationships. Marris learnt that when dealing with China, it doesn’t pay to be in a hurry. Commitment to the market and frequent travel there are crucial. And always have your own interpreter, he says.
“Language is a real barrier, but working closely with NZTE has made understanding the culture much easier. They’ve provided excellent in-market advice on the wine sector and on doing business in China and connected us with specialists in their Beachheads programme.”
Travelling there frequently has been crucial to building relationships, and one of the smartest things Marris did was to take his daughters up to meet his distributor.
“That I made the effort to take my family to meet ‘their family’ greatly enhanced our relationship and made doing business easier. It resonated hugely with them,” he says.
Last month Marisco Vineyards gained further kudos with Chinese wine-drinkers, winning New Zealand Wine Producer medals for its individual The Kings Series and The Ned wines.
and dealing with clients in the market.
“We encourage people to actually go to China. You cannot do business with China without being there. You need to see the scale and the way in which people go about business.”
NZTE’s offices throughout China are staffed by both locals and New Zealanders. As part of its Beachheads Programme, the organisation also has 14 Beachhead advisors covering greater China. They’re actively involved with many New Zealand companies and have the knowledge, resources and connections to provide detailed, first-hand advice. NZTE Beachhead advisors also help companies develop networks and put them in touch with likeminded, non-competitive people.
In 2009, NZTE opened New Zealand Central, a customdesigned business-resource and events centre in the heart of Shanghai. It provides office space, meeting and conference rooms and a demonstration kitchen for Kiwi companies entering or operating in China.
Its aim is to help New Zealand companies establish greater brand visibility, stronger connections, and capability to grow business in China.
“Nearly 40,000 Chinese and New Zealand businesspeople have used the centre and it’s hosted roughly 1500 different events,” says MacKenzie. “Virtually every New Zealand company doing business in and around Shanghai uses New Zealand Central.”