I have just returned for my ninth visit to China. What I have learned over the time is that China is a rich, vibrant and colourful tapestry. It is like one of those paintings that every time you go back to visit you find something you hadn’t seen or realised was there before. I would encourage anyone genuinely interested in finding a new market to visit. However, this note is not about doing business in China. That is for a completely separate series that I will post over time. For now, I wanted to discuss what for the foreseeable future is the new world order.
For all of us involved in small to medium business, international trading and foreign affairs might not matter or at least it didn’t. Now with the economic upheaval in our traditional markets created by the Global Financial Crisis (GFC) many SME’s are finding their home markets contracting and traditional export markets are in disarray. Customers are now looking for longer term credit and finding their Banks are not keen to advance funding even against documentary letters of credit (LC’s). So what to do about it? For some it is too late but for those still hanging in there it is time to determine if you have what it takes to venture outside you traditional markets and marketing methods.
Brazil (read South America), China, India and SE Asia are growing. It is their domestic middle-class, which is expanding and starting to consume more foreign goods than ever before. Traditionally Western companies have moved into these markets to set up manufacturing and tap cheap labour for re-export of their products to the West. Now these countries are importing to satisfy their own domestic demand. For those of us who have been watching this is no great surprise. In 2008 I was recommending that companies focus on selling into China rather than trying to find cheap manufacturing sources in China or Malaysia. So now, there is a new world order. Manufacturers need to find their niche in these new markets. Country of origin does matter to this new breed of consumers. They will pay for quality and reliability. Is it or will it be an easy path? The simple answer is no. However, with focus, patience and determination, opportunities abound. I will be penning my thoughts on approaches to these markets in the near future, so stay tuned.
In the meantime, keep on keeping on!
Your ever alert to new business opportunities coach
Neville Calvert