Publications / Media
NZ China Direct Ltd –Media Release
For immediate release, Friday, 11th May 2007
Innovative, Rotorua-style shopping and residential development in Nanjing, China presents niche opportunity for NZ exporters
Chinese shoppers will soon be able to enjoy a kiwi-style shopping experience in one of their own cities.
In October 2007, the “Rotorua Town” project, an elegant new 2000-lot subdivision under construction in the Jiangning District of Nanjing City, will open a ‘Rotorua / New Zealand’ themed retail centre. The centre will specialise in retailing consumer products from Rotorua, the Bay of Plenty and other New Zealand regions.
The retail centre is supported by regional and city governments of Nanjing. The store will be marketed both as a niche shopping experience for Chinese tourists visiting Nanjing, and also to the 6.4 million and growing young, wealthy Chinese citizens working in the region.
The third target market includes the projected 5000 residents of Nanjing “Rotorua Town”, together with their friends families and neighbours.
The new retail centre is being designed to give Chinese shoppers a New Zealand experience, as they move firstly through a New Zealand expo-style pavilion, then into specialized retail spaces beyond. Entrance to the over 1000m2 retail centre will be via a New Zealand themed pavilion, featuring New Zealand art, sculpture, audio visual and landscaping. Customers will enjoy a New Zealand experience, as well as the opportunity to purchase high quality NZ products.
The centre will retail a range of New Zealand consumer products, such as beauty, spa, health, wellness, wool and sheepskin, food and beverages, Rotorua and NZ art and crafts, including cultural, designer NZ homeware, designer NZ apparel and any other high quality uniquely authentic designer Rotorua or NZ products. All products sold through the store will be authentically of New Zealand origin.
A dedicated export wholesale company, NZ China Direct Ltd, has recently been established in Rotorua with exclusive rights to source stock from New Zealand businesses for export to the China-based store. The company is a subsidiary of EROS Capital Ltd, which is partnering with the developer of the Nanjing development with the blessing of Rotorua District Council.
The focus of NZ China Direct Ltd is to establish long-term relationships with New Zealand suppliers, facilitating them to leverage the public and private sector relationships established through this project.
Phil Verry, Executive Chairman of EROS and the new company says “This is a great opportunity for suitable New Zealand businesses to gain access to the fast growing China market.”
He also said that due, to the unique structure of the business model, this opportunity presents a relatively low risk and inexpensive market entry option for New Zealand suppliers,” because NZ China Direct Ltd will:
- purchase outright the stock in New Zealand;
- champion the store design, creating a niche market entry opportunity through leveraging of the Rotorua and New Zealand international brand elements;
- facilitate in-store training on behalf of the NZ suppliers;
- synchronise all branding to a high standard to ensure premium prices are achieved;
- ensure the store opening will be the subject of excellent Chinese based PR coverage and promotion, including Chinese government support;
- NZ suppliers will not need to purchase shelf space.
Rotorua Mayor, Kevin Winters, who helped formulate the retail project, recently hosted the first two official groups of residents from Nanjing’s ‘Rotorua Town’, at official receptions in Rotorua.
Every new resident of Nanjing’s ‘Rotorua Town’ receives a free trip to Rotorua including, a tour of local attractions and private homes, when they take possession of their own new home.
Mr Winters says the retail project is a superb and unique opportunity for Rotorua businesses to market their services and products directly to a market of more than 6.5 million people in Nanjing
“The Chinese are very attracted to our high quality products, especially those that are seen as reflecting Rotorua’s natural values, and they see Rotorua as a world class and highly desirable brand.
Mark Rawson, General Manager of both EROS Capital and NZ China Direct says “The company is now raising the public profile of the Nanjing “Rotorua Town” development and the opportunities for NZ businesses within it. We wish to identify as many as possible NZ businesses producing quality authentic NZ products to ensure that the retail centre is successful, while also making a statement to the Chinese market about the high quality of NZ consumer products. “
“He says the first step to investigating this opportunity further would be to visit the project website www.nzchinadirect.com.
For further information please contact:
Phil Verry – Executive Chairman, NZ China Direct Ltd, 07 349 5800;
Mark Rawson – General Manager, NZ China Direct Ltd, 0274 405 843
Kirstine Jolly – Project Manager, NZ China Direct Ltd, 0272 911 531
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