China Strategy Builder Workshop – Gisborne

Revisiting your China strategy

Take a day to think about how your business can more productively engage with China. The economic re-emergence of China has created many opportunities for NZ businesses, yet it has also created a very dynamic and highly segmented marketplace that is challenging to navigate.

In this workshop, we will encourage discussions based on the latest research on the China market in order to make better sense of evolving consumer preferences and the competitive landscape. The main objectives are:

*Picking the right place: location and channel
*Navigating the legal landscape: contracts and IP
*Keeping pace with the market: dynamic micro segmentation

Overall, the workshop aims to enhance your understanding of the dynamic market for more meaningful engagement.

Facilitators

Jerry Clode – Founder, The Solution

Jerry Clode is recognised as a leading expert in China’s consumer and digital culture. In a 20+ year career, he has helped iconic brands such as Disney, Budweiser and Unilever establish and localise in China. Jerry is one of the few and only Chinese language consumer interviewers of foreign origin, he speaks to over 200 local consumers each year. Most recently, Jerry has created Chinese brand names and strategies for many leading NZ brands, with NZTE, including Synlait, Rockit Apples, NZ Avocado and Zeffer Cider. His viewpoint is widely sought after by leading publications including the SCMP, Washington Post and Ad Age.

Jerry has held senior roles in China, as well as London and Singapore. In London, he led WPP’s global Cultural Insight division, with a focus on brand strategy in emerging markets – China, Brazil and India. He is the consecutive recipient of China’s Digital A-List award in both 2017 and 2018.

Dr. Antje Fiedler – Senior Lecturer, University of Auckland

Antje Fiedler is a Senior Lecturer at the Graduate School of Management. Antje teaches on the MBA and Masters program in the area of international business and strategy. She has undertaken extensive research on growth, innovation and internationalization of NZ SMEs. Her research has been published in international journals as well as informed courses at the Business School (University of Auckland) and practitioner workshops around New Zealand (hosted at Export NZ). She is the Director of the China Studies Centre of the University of Auckland and an academic advisor of the South East Asia CAPE.

Ben Fath – Senior Lecturer at the University of Auckland Business School

Dr. Benjamin Fath is a Senior Lecturer at the University of Auckland Business School. He has researched innovation, internationalisation and growth of NZ businesses for over a decade. Ben teaches Research Methods on the MBA programme. He has facilitated workshops across New Zealand for practitioners on partner strategy in Asia in collaboration with the Asia New Zealand Foundation and ExportNZ.

ExportNZ has partnered with the North Asia Centre of Asia-Pacific Excellence and ASB to bring you this event.

The Emerald Hotel, Gisborne