China Proves Key Market for Aussie Marine Industry

MultiPanel was just one of the Australian companies who deemed the Shanghai Boat Show a success. Australian International Marine Export Group (AIMEX) http://www.aimex.asn.au

AIMEX team in China, including CEO, Mary-Anne Edwards (centre) and Barry Jenkins from Marine Qld (left). © Australian International Marine Export Group (AIMEX) http://www.aimex.asn.au

Twelve AIMEX members exhibited in the Australian pavilion while numerous other AIMEX members visited the Show.

MultiPanel managing director Tony Russo said the company had enjoyed success at the 2008 event selling several containers of stock. The company had also appointed a distributor in China.

Mustang Marine’s new CEO Chris Heaton and marketing consultant Jan Den Braber were at the Show to support their dealer. Mustang, a leading Australian boat manufacturing company, has developed a presence in China over six years. The company believes it is bearing the fruits of longer-term marketing efforts in the region.

Dynamic Products’ Ron Marks was overwhelmed by boat show visitors’ response to his products of wake boards, water skiis and wet gear.

'China is a huge area for growth for my company and one of the few untapped markets in the world,' said Mr Marks. 'It is an emerging market of considerable significance to any company as it has a population of over 1.3 billion.'

Mr Marks said his products represented an emerging lifestyle that until recently has not been experienced in China. This was evidenced by the large number of individuals who approached the exhibitor wanting to purchase directly off the stand.

In other success stories by Australian marine companies, Riviera’s Peter Welsh confirmed the company’s decision in 2007 to increase its profile at the Show had been successful generating strong leads.

AIMEX member Fixtech engaged distributor Wah Lee Industrial Corporation to drive sales in China which follows the company’s expansion in Asia with offices in Taiwan and Malaysia.

The Show offered new potential projects for Asea Yacht Design including interest in the company’s 12m electric powered aluminium passenger and dinner cruise ferries.

The importance of the China market to Australian marine manufacturers was emphasised by numerous exhibitors.

Sunrunner sales and marketing manager Andrew Scott said that any Australian company serious in their export endeavours must attend shows such as the China International Boat Show.

'Even if you do not exhibit, you must come and see the market and what is going on here – I cannot believe the development from one year to the next,' he said.

AIMEX director and managing director of Coursemaster and Hydrive Richard Chapman believes: 'you cannot overlook China.'

'The Country of Honour status at last year’s Show gave Australia significant exposure and profile – we should reap the rewards from this in coming years,' he said.

Muirs Windlasses Mike Thompson attended the Show to support dealer Holylight Trading Company. He believes future opportunities will more than justify the company’s investment into the market.

Other AIMEX members at the Show that enjoyed success include Pyrotek Soundguard, Sanctuary Cove International Boat Show, Fibre Glass International, Gold Coast City Council and the promotion of Austral Propellers through the AIMEX stand. AIMEX members Australian Commercial Marine and All Yacht Spars visited the Show to gain a first hand look at the market.

'Support by Austrade, the Queensland and Victorian Governments has been huge and this is necessary to ensure the local businesses are qualified,' said AIMEX’s Ms Edwards who added their advice helped overcome cultural differences in doing business between the two countries.

AIMEX is a peak private sector group representing Australian marine exporters.

The China International Boat Show is part of the AIMEX year-long marketing campaign. The group also attends leading shows in Australia, the US, Europe and the Middle East.