How to grow your New Zealand business in Asia Pacific

The Asia-Pacific (APAC) region is a powerhouse of economic growth1, representing a prime destination for New Zealand businesses aiming to expand their horizons. With its burgeoning middle class, growing appetite for high-quality goods, and a diverse range of economies, the APAC market offers a significant opportunity for New Zealand's export-driven businesses.

If you’re considering an international expansion into APAC, this article serves as a practical guide, providing business growth strategies for small and medium-sized enterprises (SMEs) in New Zealand to enter and scale the dynamic market.

The growth potential for New Zealand businesses in APAC

For New Zealand businesses, the appeal of the Asia-Pacific market is multifaceted. The region's consumers place a high value on New Zealand's brand reputation, which is synonymous with quality, safety, sustainability, and unique provenance. This perception creates a strong foundation for brands to build on.

A deeper look at Asia Pacific consumer trends2 reveals a rising demand for premium food and beverage products, health and wellness goods, and sustainable items across major Asian economies. This aligns perfectly with New Zealand's key export sectors, presenting a lucrative avenue for growth.

It's also crucial to recognize that APAC is not a single entity; it's a collection of diverse markets with varying needs and opportunities. Mature markets like Singapore and Japan, for example, offer a sophisticated consumer base, while high-growth markets like Vietnam, Indonesia, and the Philippines are experiencing rapid expansion and a rising middle class with increasing purchasing power. Understanding this diversity is a key part of any successful international business strategy.

To capitalize on this potential, a strategic approach is needed. Let's explore some of the key strategies for navigating the APAC market.

Strategies to grow your New Zealand business in the Asia Pacific

Implementing a sound company growth strategy is designed to provide a roadmap for success, guiding you through the critical steps of market research, entry, and operational setup. Let’s delve into specific international market entry strategies and practical steps to help you navigate your business expansion and achieve your goals for growth.

Understand the local market

Before launching a product, most international expansion strategy begins with thorough research. Understanding local consumer preferences, cultural expectations, and regulatory requirements is crucial. Government organizations like New Zealand Trade and Enterprise (NZTE) and the Ministry of Foreign Affairs and Trade (MFAT) offer valuable resources and support for market research.

Additionally, partnering with local market experts, distributors, or agencies can provide invaluable insights and help you navigate the complexities of a new market. After all, understanding your audience is the first step to crafting a successful market entry strategy.

Choose the right market entry strategy

Developing a solid new market entry strategy is one of the most critical business growth strategies. There are several primary models for exporters to consider, each with its own set of pros and cons:

• Direct e-commerce: This model involves selling directly to consumers in APAC from New Zealand. It offers greater control over your brand and customer relationships but requires a robust digital marketing and logistics plan. This is an excellent option for businesses focusing on e-commerce in Asia.

• Distributor/agent partnership: Working with a local expert who already understands the market, has established networks, and can manage local logistics. This is often a lower-risk approach with a lower initial capital investment.

• Joint venture: Partnering with a local business to share resources, risks, and expertise. This strategy is better suited for larger-scale operations and requires a significant commitment.

For New Zealand SMEs, e-commerce and distributor models often serve as effective small business growth strategies due to their lower initial risk and capital investment.

Using Free Trade Agreements (FTAs) to your advantage

New Zealand's extensive network of Free Trade Agreements (FTAs) is a major advantage for exporters. Agreements like the CPTPP, RCEP, and bilateral agreements with key partners in APAC are designed to reduce or eliminate tariffs, making New Zealand products more price-competitive. These agreements also simplify the list of documents required for export and other customs clearance procedures. Leveraging these FTAs is a fundamental part of any international growth strategy. You can find a comprehensive list of these agreements and their details on the MFAT website.

Build a resilient and efficient supply chain

The complexities of APAC logistics, from navigating NZ’s customs clearance to last-mile delivery in dense urban areas, can be challenging. A reliable logistics partner is essential to managing these challenges, ensuring timely delivery, and providing a positive customer experience. A logistics expert can also help businesses with inventory management, handling returns, and navigating the complex documentation required for exporting. A well-prepared international shipping checklist can be a great asset in this process. Ultimately, integrating these strategic steps requires a reliable partner to bring it all together.

Your reliable partner for sustainable growth in APAC

Success in the APAC region hinges on thorough research, strategic localization, a smart digital presence, and a robust and efficient logistics strategy. The good news is that New Zealand businesses don't have to navigate this journey alone.

A global logistics leader like DHL Express provides the essential infrastructure and expertise for New Zealand exporters. DHL Express’ services include customs expertise, an extensive delivery network across Asia, and e-commerce integration tools that simplify the international shipping process. By partnering with DHL Express, businesses can confidently manage product classification codes for international shipping and navigate the complexities of international expansion.