Page 1

Vol 4 Issue 2 Vol 4 Issue 2 Doing Business in China China Lunch Club Taping into China’s ecommerce revolution

Celebrating 40 years of diplomatic relations between Australia and China


Australian Business Forum Âť Volume 4 Issue 2

Australian Business Forum Magazine is published by Australian Business Forum Melbourne Postal address: Po Box 568 South Yarra vic 3141 Shanghai Level 23, Citigroup Tower 33 Huayuanshiqiao Road Pudong, Shanghai, China 200120

Contents Foreward.....................................................................................3 Celebration of a long-term relationship between Australia & China.......................4 Doing business in China................................................................... 12 Tapping into China’s ecommerce revolution.............................................. 15 China Lunch Club..........................................................................


Engaging with China ...................................................................... 19 Pursuing Intellectual Property rights in China............................................ 21 The gospel according to John Borghetti, Virgin CEO..................................... 23 Australian SMEs see a bright future offshore.............................................. 25 Fishing For China’s New Opportunities................................................... 27 Lenovo SMBs the edge in the global market............................................... 28 Same bed, different dreams................................................................ 30 25 years memorable experience promote China in Australia............................. 36 Katie Malyon & Associates, lawyers leading Australian immigration specialists......... 43 Wine review................................................................................ 44

中国品牌通过赞助澳大利亚体育和文化赛事提升市场认知度 ................49 透过欧债迷雾寻找投资良机............................................................................55 中国百货商业协会简介 ..................................................................................56 西单商场,享誉京城........................................................................................57 全球十佳最宜华人移居国................................................................................58

Contact Details: Tel: +61 (0)3 8689 9898 Email: Twitter: @ausbusforum Editor Judith Davenport Art Director/Design Wang Rong Digital Media Ahmed Arayne Contributers David Thomas Lisa Goodhand Ray Tettman Julius Wei Jingning Li Anthony Black Andrew Skinner John Rashleigh Tom Doctoroff Advertising Sales Antoinette Caruana Sonija Chan Jennie Magri Marketing Doris Li China Representative Xu Rui Subscription Services You can also subscribe by mail, telephone or online at the details provided below:

Tel: +61 (0)3 8689 9898 Australian Business Forum Magazine. All rights reserved. Neither this publication nor any part of it may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of Australian Business Forum Pty Ltd. Published by quartly by Australian Business Forum.


Institute of Public Accountants the only professional accounting body to offer a Master of Commerce as its professional program; the IPA Program.


Australian Business Forum Âť Volume 4 Issue 2

Foreward John F. Rashleigh, Chairman, Australian Business Forum


ustralia China Business Week was conducted at the Windsor Hotel in Melbourne during May 2012. All functions were well patronised with the concept of running parallel forums in Chinese and English being particularly successful. We enjoyed in total the support of over 1,000 delegates and visitors across the series of events. Unquestionably the highlight of the event was the lunch attended by more than 260 delegates. The keynote address was delivered by the Premier of Victoria, The Honourable Ted Baillieu MLA. The Premier spoke openly and candidly about the importance of the Sino-Australian relationship. Particular emphasis in his presentation was directed to dispelling the myth that our trade relationship is totally linked to the resource sector and therefore limited to the states of Queensland and Western Australia. Mr Baillieu provided specific examples of the significant level of trade and in turn the monetary value of trading between China and the State of Victoria. Mr Baillieu was acknowledged and ably supported by Mr Shi Weiqiang, Counsel General of the People’s Republic of China in Melbourne. The Counsel General spoke warmly about the relationship between the two countries and his enthusiasm and commitment in supporting both the trade and cultural elements of the relationship. We take this opportunity to extend our deepest appreciation to the Counsel General for the significant and ongoing support. It is also appropriate at this time to acknowledge and express our appreciation to The Honourable Ken Smith, Speaker of the Legislative Assembly, for his long term and ongoing support. We are deeply grateful for his involvement.

2012 marks our entry into the Sydney market with our first event being the Inaugural China Lunch Club which was held at Hong Kong House in July. We can unequivocally rate this as a highly successful launch and are indebted to Mr Steve Barclay, Director Hong Kong Economic and Trade Office, Government of the Hong Kong Special Administrative Region, for his hospitality and support.

to reflect on where we sit today compared to when Australian Business Forum commenced nearly five years ago. Both nations can be proud of the tangible progress we have made in developing and extending our relationship in all its various aspects. It is critical that we continue to enhance this understanding and further strengthen our respective positions in our Asian world.

Our keynote speaker, Mr James Hogan, Head of Commercial Banking HSBC, left a lasting impression on the audience and was certainly well qualified to speak on the emerging presence of the Chinese currency. We thank him sincerely.

We sincerely hope you enjoy this issue of our magazine which celebrates the milestone of our fourth anniversary.

As this article and the remainder of the publication goes to the printers we are set to launch the Inaugural Sydney Australia China Business Week. We have been reminded of the challenges which first confronted us when we decided to launch in Melbourne being mirrored by the same sort of demands of launching for the first time in Sydney. However numbers look promising and the event which is being held at the prestigious Shangri-la Hotel should be memorable. We look forward to reporting in much greater detail in the next edition of this magazine.

May I also draw your attention to the fact that any readers and / or corporations that have an interest in connecting with China, that our planning for 2013 is already well advanced. We invite you to contact us earlier rather than later in order that we can cater for your needs. In closing I thank all of our connections for your generous support so far this year. New challenges will continue to arise however, with your continued involvement I am sure we will also continue to realise our short and long term objectives

Clearly as the global economic difficulties continue to have a detrimental impact on the international economy, it is imperative that we continue to take positive steps to further cement the already strong relationship between China and Australia. From a personal perspective it is very interesting and encouraging



of a

long-term relationship between Australia

& China


t is 40 years since Australia and the People’s Republic of China established diplomatic relations in 1972. It is an event that we celebrate because it is a foundation stone in the history of our two countries. Since that day, 21 December 1972, interaction between the people of China and Australia has blossomed in all aspects of human endeavour. Trade has grown dramatically, and we now see unprecedented numbers of Australians and Chinese visiting each other’s countries for business, to study and for tourism.

Fast Facts: How the Australia-China relationship has grown in 40 years Trade: Two way trade in 1972: less than A$100 million …in 2010: more than A$100 billion Tourism: Chinese short term visitors to Australia in 1972: fewer than 500 …in 2000: 120,000 …in 2011: 542,000 Australian short term visitors to China in 1972: fewer than 500 …in 2000: about 92,000 …in 2010: more than 336,000 Education: Chinese students in Australia in 1972: 0 …in 1998: 9,000 …in 2010: 167,000


Chairman, Mao Zedong, P.R.China

40 Years of Diplomatic Relations; 40 Years of change set new records in mutually beneficial cooperation. Australia and China have both changed a great deal in the 40 years since diplomatic relations were established in 1972. On first glance, the changes in China, economically, socially, and politically, are more dramatic. But Australia is also a very different place compared to 1972. Both countries’ economies have enjoyed comprehensive reform in the last few decades and have seen real benefits to both countries. The 40th Anniversary is a chance to reflect on the evolution of the relationship covering the past 40 years. It is also an opportunity to build and strengthen that relationship. The Australian and Chinese Governments both share these objectives. Australia and China are both looking to the future. It is a future in which economic

Australian Business Forum » Volume 4 Issue 2

Hon. Gough Whitlam QC, Prime Minister of Australia

challenges abound. Australia needs to plan for a smart economy beyond the resources boom. China is turning from its export and investment led model to an economy driven by domestic demand and a bigger services sector to underpin its continuing development. There is plenty of scope for mutual benefit beyond the resources trade. By 2020 China’s middle class will number 670 million – a huge group of newly prosperous people keen to travel and study overseas. This is a great opportunity for Australia, but also for the people of both countries, to build closer relationships and a better understanding of each other’s place in the world. Cultural and people-topeople links will continue to be the foundation of the Australia-China relationship. Australia hopes to build on the achievements of the past four decades to set up a future of even closer co-operation and understanding between itself and the people of China.


ustralia and China share close, longstanding and friendly ties, as well as a lucrative and mutually beneficial economic and trade relationship.

As we celebrate the 40th anniversary of our close ties, we have a great deal to be proud of. Forty years ago, our annual two-way trade was less than A$100 million. Today, China is Australia’s largest trading partner and Australia is a vital supplier of the resources and energy that are fuelling China’s remarkable economic growth. The government is committed to creating the environment in which entrepreneurs in both countries can capitalise on the enormous opportunities that exist to bolster our trade and investment engagement, including in education, tourism, services, agribusiness, clean energy – to name just a few sectors in which Australian companies enjoy considerable expertise. Australian businesses will also The 40th anniversary of our continue to be willing partners as China’s economic dynamism diplomatic ties presents a wonderful extends beyond its traditional opportunity to broaden and deepen centres of commerce and industry our bilateral relationship. in coastal areas to the booming centres of inland China. C

The four BRIC countries present diverse opportunities and challenges for investors, entrepreneurs and business leaders. But how much do you know about the huge potential of Brazil, Russia, India and China? What are the opportunities and risks? Why should you be interested in them? How do you get started? BRIC expert, David Thomas, has unique experience and powerful networks which have accumulated over a 30 year career in London, Hong Kong and Sydney. He managed his own financial services business in Hong Kong for 8 years which provided unique insights and first hand experience of the changing landscape within the Asia Pacific region, particularly the opening up of China.



e have travelled a momentous course and made historic achievements.

First, both the Chinese and Australian governments place great importance on bilateral relations and have maintained regular exchanges at both the top and other levels. Second, we have unlocked the great potentials of our economic complementarities and set new records in mutually beneficial cooperation.

we will continue our dialogue with business leaders, governments, universities and the wider community about how we can promote a wide range of Australian interests, and harness the tremendous opportunities that China’s continued growth presents. Y






Second, we need to work together to build a peaceful and inclusive security order in the Asia-Pacific, not the opposite.

Third, the rapidly growing people-topeople exchanges have cut short the distance between our peoples and brought our hearts and minds ever closer.

David’s experience includes engaging with companies, entrepreneurs and investors in each of these rapidly growing countries. He advises many clients within the Asia Pacific region on the rules for profitable engagement. And he addresses audiences of all sizes on investing and doing business with the BRICs generally, and China in particular. For more information, and to sign up for David's regular BRIC Insights, go to

As to how to enhance strategic mutual trust, I would like to make two observations: First, we need to take a rational view of each other’s strategic intention and should not see each other as a threat or a rival.

This year marks the 40th anniversary of China-Australia diplomatic relations. In the past 40 years, our relationship has withstood the test of time and the ups and downs of the international situation.


ACBW 2012 Keynote Address - SYDNEY:

Principal Sponsor: •

The Hon Andrew Stoner MP

HSBC Commercial Banking

Deputy Premier of NSW Minister for Trade and Investment Minister for Regional Infrastructure and services

Official Event: •

James Hogan

Mr H.E Duan Jielong (Ambassador rank)

Head of Commercial Bannking HSBC

Consul General People’s Republic of China in Sydney

40th Anniversary Event - Department of Foreign Affairs and Trads

Supported By: •



Institute of Public Accountants (IPA)

SME Association of Australia

Kevin Hobgood-Brown,

China Blueprint

Think Global Consulting


Katie Maylon & Associates


Function Sponsors: •

Western Union Business Solutions

Shangri-La Hotels Sydney

NSW State Director DFAT

Riverstone Advisory Pty Ltd

Event Partners: •

Virginia Greville

Managing Director,

Lisa Goodhand

David Thomas

John Rashleigh

Director China Blueprint

CEO, Think Global Consulting,

Chairman, Australian

Director of Australia china

Business Forum

business Council nsw


Associations •

Australia-China Youth Association

Hotel Partner •

Shangri-La Hotels and Resorts

Technology Partner •

Ken Tay Head of China Desk, HSBC Bank Australia

David Chu

Helen Q Zhi

Managing Partner,

China Practice

Chief Operating

Shinewing Hall


Officer, Trade Marks Attorney, Servcorp


Lenovo Australia

Marcus Moufarrige

Wine Partner •

Cheviot Bridge Wine Company

Media Partners •

Australia China Connections

Dynamic Business Magazine

ABN Newswire


Asia Briefing

• • 6

Andrew Skinner

Eric Gao

Bruce McLaughlin

Pauline Heng

Head of Global Trade and Receivables Finance, HSBC

General Manager and


Founding Director

Alex Kaufman

Katie Malyon &

Smart Australian Business Forum » Volume 4 Issue 2

Synogie Consulting

Hengfam Legal


Senior Associate


Financial Analyst,

Associates, Lawyers

Jane Jiang

Joy Atacador

Sara Cheng

Registered Migration


Manager-Great China


Watermark IP

Australia Business

Katie Malyon & Associates, Lawyers




Business Week


Principal Sponsor

Following four successful years in Melbourne Australia-China BusinessWeek is finally presented in Sydney for the first time at the Shangri-La Hotel.

With over thirty speakers and panellists both the ACBW Forum and China Day Forum provide attendees with access to industry leaders and China experts on a range of critical topics. ACBW is the first event in Australia to present two forums together with the English forum focus on “How to manage your brand”, “How to manage your people” and “How to manage your money” in China and the China Day stream on “Doing business in Australia”

With over four hundred delegates and visitors attending the five high profile events including ACBW breakfast, forum, luncheon, networking function and the China Day Forum (presented in Mandarin) the various functions provide excellent b2b networking opportunities in conjunction with the forum programs. This year ACBW 2012 is an official partner of the DFAT “40 Years celebrating diplomatic relations between Australia & China”. The ACBW 2012 Luncheon provides focus on the unique relationship between the two countries with the Consul General Duan Jielong People’s Republic of ChinaSydney providing the keynote address. Other luncheon speakers include Virginia Greville State Director NSW-DFAT and James Hogan Head Commercial Banking HSBC.HSBC is also the Principal Sponsor in Australia this year.

ACBW 2012 Sydney will host delegates from China with a large delegation from the retail industry. John Rashleigh ABF Chairman said “ACBW has grown over the past years and now caters for over one thousand delegates and visitors who this would have attended one of the thirteen functions held this year during ACBW Melbourne and Sydney”


ACBW Melbourne Review


ustralia China BusinessWeek 2012 Melbourne has now cemented its place as the major Sino-Australian annual business forum. This year’s event provided many highlights including a record attendance and for the first time perhaps in Australia a forum presented in English and in Mandarin side by side. The result was further confirmation of the importance such events as ACBW play in the SinoAustralian business sector with many positive benefits and a unique B2B platform. The forum provided an in depth discussion and interaction with industry experts and service providers from a range of essential services who provided unique case studies and debate on critical marketing, financial services and human resources issues, forum topics including “Managing your Brand ”, “ Managing your People” and “Managing your Money in China” where the highlights of the forum. The forum chair David Thomas said “this year’s event marks a new benchmark with the number of delegates and insight into the China market and undertaking successful business in China”

The strategy aims to boost the growth of the Chinese tourism market in Victoria from seven per cent to more than 11 per cent each year. It will also create 42,000 extra jobs in Victoria and deliver up to $2.3 billion in annual visitor spending. It will also boost gross state product over a decade by $18.2m.” Premier Ted Baillieu launched Victoria’s China Tourism Strategy at the AustraliaChina BusinessWeek 2012 Melbourne Luncheon

The China Day Forum with all presentations in Mandarin focused on how to undertake business in Australia with strong debate on cultural intelligence and Australian opportunities.

Now in its fourth year, ACBW 2012 was the platform for the Premier of Victoria Ted Baillieu who presented the keynote address at the ACBW Luncheon during which he announced Victoria’s marketing initiative “Victoria is moving to a new level of engagement with China The Victorian Government will spend an extra $A50m over four years on trade missions, more than doubling its existing funding”. Premier Ted Baillieu launched Victoria’s China Tourism Strategy at the Australia-China BusinessWeek 2012 Melbourne Luncheon, “The strategy aims to boost the growth of the Chinese tourism market in Victoria from seven per cent to more than 11 per cent each year. It will also create 42,000 extra jobs in Victoria and deliver up to $2.3 billion in annual visitor spending. It will also boost gross state product over a decade by $18.2m.”


Australian Business Forum » Volume 4 Issue 2

Looking back at the past years and looking forward to the future” Consul General Mr Shi Weiqiang, The Consulate General People’s Republic of China in Melbourne, talked about the relationship between Australia and China.

The Premier also provided an excellent insight to Victoria’s long standing connection with China dating back to the gold rush of the eighteen hundreds and the appointment of the first Victorian Commissioner to Shanghai in 1904. In fact Victoria’s association with China precedes the Commonwealth. The Consul General of the People’s Republic of China in Melbourne also presented a keynote address outlining the cooperation Australia and China has enjoyed over the past forty years. “Looking back at the past years and looking forward to the future” Consul General Mr Shi Weiqiang, talked about the expanding and key relationship with Australia. ACBW 2012 is an official partner of “40th Anniversary of Diplomatic relations between Australia & China”.



Have confidence in your international payments ...with a trusted leader you can depend on. » Personal account manager » Tailored hedging strategies » Simple online payment platforms » 24/7 real time access » More than 140 available currencies

Here’s what our clients say about us: “We import packaging from Japan for our food products which requires weekly payments in JPY to our suppliers. It’s critical to our business that we manage these payments effectively and keep abreast of the exchange rate. We rely on Western Union Business Solutions to help us make international payments at our convenience and the rates that they offer are always appealing to us.”

David Zhang, CEO Unigreen Foods

Contact our Mandarin speaking FX specialists now: Cherry Liu (02) 8001 2172 | Cherry Wang (03) 8622 8835 | Jerry Zhu (02) 8585 7000 | Jiaming Pi (03) 9282 0333

Visit us at

© 2012 Western Union Holdings Inc. All rights reserved. Western Union® Business Solutions is an operating division of The Western Union Company. Western Union acquired Custom House Currency Exchange (Australia) Pty Ltd in 2009 and Travelex GBP Australia Pty Ltd in 2011. Custom House Currency Exchange (Australia) Pty Limited ABN 95 086 278 659 AFSL 238290 or Travelex GBP Australia Pty Ltd ABN 24 150 129 749 AFSL 404092 (collectively “Western Union Business Solutions” or “WUBS”) is the issuer of the financial products referred to in this communication. “Travelex” is a registered trademark of Travellers Exchange Corporation Limited and is used by Travelex Global Business Payments Limited and its affiliates under license. A Product Disclosure Statement is available for each of the financial products that WUBS issues and can be obtained by visiting or Any advice provided above is general and does not take account of your financial situation, objectives or needs. Because of this before you act on it you should consider its appropriateness having regard to your own objectives, financial situations or needs. Before you decide to acquire a financial product from WUBS you should read and consider the relevant statement.Business This brochure has been»prepared solely for informational purposes and does not in any way create any binding obligations on either party. Relations between you and 10product disclosure Australian Forum Volume 4 Issue 2 WUBS shall be governed by the applicable terms and conditions provided to you before you trade. WUBS1205004

Australia in the Asian Century By Doris Li


sia and Pacific region is the largest region in the world. One of the most significant developments in Asia and the Pacific economy has been the rapid growth of regional cooperation. Australia’s export destinations have indeed become diversified with more focus on the Asia Pacific region. Asia Pacific Business Outlook (APBO) 2013 will be presented in Melbourne on 11 April. APBO contributes greatly to Australian businesses in understanding the current and future trends with various keynote speakers from surrounding Asian countries to assist in developing strategies to deal with the global economic downturn. APBO 2013 now in the third year provides a unique platform for senior politicians from Australia and trade nations, China, US, India, Korea Indonesia and Japan to engage in dialogue with corporate heavyweights and would consensus on the future of the Australian economy through APBO Showcase, Forum, Mix at Six Business Matching, Luncheon and Networking Function.

APBO 2013 Forum

APBO 2013 Mix at Six Networking

“Australia in the Asian Century” APBO 2013 Forum provides a focus on Asia growth strategies and business practices, economic restructuring in the capital market position, low-carbon energy: the opportunities in Asia leading the world, the Asian regional financial cooperation, innovative ideas and cross-strait business opportunities.

APBO 2013 Mix at Six Networking Function is excellent opportunity for delegates and visitors to exchange ideas and form business relationships.

APBO 2013 Showcase APBO 2013 Showcase of major service providers to the international trade sectors providing growth and development strategies solutions and the latest ideas and market trends. Companies exhibiting include Business & Financial services, Commercial regional Government agencies, logistics, insurance, trade representatives, import & export specialists’ business travel and other related services.

APBO 2013 Luncheon Keynote speakers include high profile Industry leaders and Government Ministers and Representatives from China, USA, Japan, India, South Korea, Indonesia, Malaysia and Thailand. APBO 2013 brings together Asia Pacific corporation leaders, economists, financial market experts, regional economic advisors, professors and senior executive directors attending so the event provides a qualified platform for high level knowledge and new business ideas sharing. Companies involved in international trade and in particular dealing with Asia Pacific Region across all sectors need to address the changing economic climate and trade issues to stay relevant and ahead of the game!

Who Should Attend APBO 2013 attracts representatives from business and government agencies in a wide range of industry sectors with delegates including from Australia and Asia Pacific region •Chief Executive Officers •Government Administrators •Director •Head of Business Development

•Economists •Business Owners and Manager •Import and Export •Chief Operating Officers

Excellent sponsor and partner opportunities are available. Contact ABF



Business in China

By David Thomas, Think Global Consulting


ver the last 10 years, I have led numerous delegations, study tours and client visit programs to China (and Hong Kong) and observed at first hand some of the mistakes that are often made when attempting to engage with the Chinese for business purposes. Here are my top 6 tips for foreigners looking to succeed in China:

In western countries, we do have a tendency to talk talk less! too much! We’re passionate about what we do, we want to get results and, knowing that we don’t have much time to make an impression, we often start pitching our capabilities or products before we’ve spent enough time exploring the needs, desires and aspirations of the people we’re talking to. In China this can come across as arrogant, discourteous and even rude and, whilst it may not be apparent at the time, its likely to cut things off before they’ve even got started! It takes longer but you’ll get better results if you take the time to ask open questions, listen carefully to the answers, and tailor your products or capabilities to their needs rather than yours!



Australian Business Forum » Volume 4 Issue 2

Listen more,

2. Prepare your pitch properly

business partners, talk about their country, teach them about your culture, extend the hand of friendship and tell them about your interests, hobbies and passions. When you’ve exhausted every possible topic of conversation, and when the timing feels right, offer to start talking business! You’ll get a better result this way.


t’s absurd to think that you can treat 4. hina is not one the Greater C h i n a market hen visiting a company or region as Government department in one single China it is very common to be given a beaumarket. The h a v e tifully presented bilingual document, with differences, h e a r d details of the company, city or industry you idiosyncrasies m a n y are visiting, which includes colours, photos a n d complexities of 6. end your best stories and and images in an expensively produced dealing with companies based in Shanghai, people witnessed brochure. In comparison, our own docu- Hong Kong and Taiwan (which could m y s e l f mentation is often shabby and, worst of be considered as quite mature markets) examples all, in English only, with no Chinese trans- compared with those in the ‘second tier’ of foreign lation. If you want some clues as to how cities of Chengdu, Chongqing and Xian are companies who to present your capabilities to a Chinese so diverse that you could spend a lifetime have failed in China entrepreneur or business, take great notice trying to understand them all. They even due to sending in ‘the B team” (ie into how they present their credentials to eat different foods, speak different dialects their lower rated people) instead of the you! and compete with each other to be the best A team (ie their very best people). The city in China! To be successful in China theory goes that the most valuable execuyou need to do your research properly, tives are too important to release from ranslating settle on one (or maybe two) markets, their home market operations. This is an professeek a deep niche with many potenobvious but common mistake. There is a sional tial customers or business partners common saying that “the opportunity in documents in it, and then work from there, For China is complex but the prize is great” and into Chinese example, start in Hong Kong and that success in Asia will dwarf your current 3. se a professional (or vice work towards Taiwan and then operations. If you’re serious about success versa) is not Shanghai. Or build a strategy to translator in China, and you want to give yourself the as simple as target China’s emerging 2nd tier best chance, send your brightest and best asking a bilincities. It’s no different to how you people to do the job! gual member would approach an entry strategy for of staff or Europe. BRIC Expert, Speaker, Entrepreneur friend to do it for and Thought Leader, David you. This is a very Thomas is well known in the common mistake. It may here’s a saying Asia Pacific region for his get the job done quickly, painlessly and at in China that experience, credibility and no cost, but how would you like your busiyou don’t passion for identifying, ness described in Chinese as striving to talk business building and facilitating “succeed when the horse arrives”(马到成 “until the third business and investment 功). The process of translating a document cup of tea!” In 5. ocus on building relation- relationships between from English to Chinese is an art as well as other words, you ships, not contracts developed and emerging a science. Professional translators spend build the relationcountries. years perfecting their craft, a process of ship first and only For more information: study, practice and observation. Not only then should you do they need to be highly proficient in both focus on the busilanguages, but they also need to learn the ness deal. This can method of capturing the meaning, flavour appear tiresome, longand expression in the language, which is so winded and unnecessary, much more than a simple translation of the but it’s the way business is done actual words. in China and you ignore this at your peril.









Make the time to get to know your potential


Lenovo® recommends Windows® 7 Professional.



In 20 years, millions of small businesses have discovered the power of the ThinkPad®, loaded with innovations that ensure productivity, performance and reliability. It has today become an essential business tool. Now as a part of our anniversary celebrations, when you purchase a Lenovo ThinkPad X230 you will receive a bonus ThinkPad Tablet for $0.







FOR ONLY $14.99


Lenovo ThinkPad X230 is powered by 3rd generation Intel® Core™ i5 processor.

To find a reseller near you visit

WWW.LENOVO.COM.AU/BONUSTABLET OR CALL 1300 278 772 Available on select Lenovo models only, refer to your Lenovo dealer for more details. Offer is valid from 1st July 2012 till 30th September 2012 or while stocks/product MTMs last. These offers are not combinable with any other promotions or offers. Products must be ordered and paid for within the offer period to be eligible for the bonus offer. Bonus offer items are supplied by resellers or storefronts at the point of purchase. The bonus $0 ThinkPad Tablet is only available for MTM: 183823M when you purchase any ThinkPad T430, X230 or T430s Series (excluding X230t Series). Pricing is correct at the time of publication and is subject to change without notice. Reseller prices may vary. Lenovo (Australia & New Zealand) Pty. Limited ABN 70 112 394 411 makes every effort to ensure the accuracy for all information but takes no responsibility for any editorial, photographic or typographic errors. Lenovo reserves the right to correct any errors, inaccuracies or omissions and to change or update information at any time, without prior notice. Lenovo reserves the right to alter product offerings and specifications at any time without notice. Trademarks: The following are trademarks or registered trademarks of Lenovo: Lenovo, the Lenovo Logo, For Those Who Do and ThinkPad. Microsoft and Windows are registered trademarks of Microsoft Corporation in the United States, other countries or both. Celeron, Celeron Inside, Core Inside, Intel, Intel Logo, Intel Atom, Intel Atom Inside, Intel Core, Intel Inside, Intel Inside Logo, Intel vPro, Itanium, Itanium Inside, Pentium, Pentium Inside, vPro Inside, Xeon and Xeon Inside are trademarks of Intel Corporation in the U.S. and/or other countries. Other company, product and service names may be trademarks or service marks of others. ©2012 Lenovo. All rights reserved. *


Australian Business Forum » Volume 4 Issue 2


into China’s ecommerce

revolution By Lisa Goodhand, China Blueprint Consultants


uccessful e-commerce website owners should be looking to expand their reach beyond our Australian borders. In China, there is an unexplored and thriving online e-commerce market and contrary to popular belief, it is not as inaccessible as one might think, so long as the challenges of payment & logistics can be overcome and a positive customer experience created for Chinese online shoppers, Australian ecommerce sites could experience massive growth by marketing to China.


ompared to the Australian online retail industry, which was valued at AU $11.5 billion in 2011, China’s ecommerce industry has grown in leaps and bounds. In 2011 it was valued at US $121 billion (AU $114.2 billion), comprising 14% of total retail sales… and there is even more good news! According to a recent Credit Suisse report (2012), ‘Chinese consumers are optimistic about spending and as their incomes improve, they are spending more on international brands’. With online shopping growth and consumer confidence in international brands, China is not a market to be overlooked. How did it grow so quickly? The nature of a fast developing economy like China has meant that over the past 10 years, the Chinese online population has increased from 20 million to 538 million - roughly 22 times the population of Australia! This massive growth is forecast to continue, with estimates that by 2012 it should reach the 700+ million mark. It hard to imagine what dollar value this represents for ecommerce in China’s future.

China’s ecommerce growth can lend credit in part to, its biggest and most popular C2C ecommerce site. In 2003, when Taobao first entered the market, the largest Chinese e-commerce website was EachNet, with over 3.5 million registered individuals. It was later acquired by EBay. Just two years later Taobao, owned by the Alibaba Group, managed to capture 59% of the market share, and sent EBay packing. Taobao’s success was largely due to their ability to see the existing problems within the local market, and respond to them. The Alibaba Group acknowledged that in the early 2000s, online payment systems were still underdeveloped, a significant obstacle in encouraging online sales. As a result, they launched their own online payment system, Alipay (China’s Paypal), to facilitate online sales. They also developed an online instant message service to capture the Chinese people’s enthusiasm for negotiations and networking. Clearly these changes were embraced and in 2010, Taobao accounted for 79% of total online sales.

Australians on the other hand have been slow to embrace the ecommerce revolution. Many SMEs lacked the technical expertise to engage in online sales, whilst others took a long time to overcome their concerns about security and logistics. With the advent of ecommerce ‘internationalisation’ we are seeing this trend re-emerge once again. Let’s hope that Australian ecommerce site owners are quick to overcome these obstacles, as it’s predicted that every year for the next 10 years, another 30 million Chinese each year will go online to shop for the first time (Boston Consulting Group, 2012). With its solid infrastructure, it is likely that ecommerce in China will continue to thrive. The Chinese are commerce-centric and responsive to the needs of its people, and enjoy online shopping. Where the opportunities in Australia are still limited, they are plentiful in China, and with an additional 30 million online shoppers each year, it’s a market worth investigating.



Australian Business Forum Âť Volume 4 Issue 2

China Lunch Club Sydney

Keynot Speaker: James Hogan, HSBC

The inaugural Sydney China Lunch was presented at the classic Victorian landmark building-Hong Kong House. Keynote speaker James Hogan Head Commercial Banking HSBC provided the fifty guests with an overview of critical Keynote & Speaker: across Australia Asia. James Hogan, HSBC

Melbourne Sydney Shanghai

Melbourne June Keynote speaker John Lord AM Chairman Huawei Australia delivered an in depth understanding of one of China’s major and successful corporations. Keynot Speaker: John Lord AM, Huawei

Melbourne August

Keynot Speaker: Louis Chiam, King Wood Mallison Contact : Membership

Keynote speaker Louis Chiam Partner King Wood Mallison outlined the journey that Mallisons undertook to become a major force in the as KGM and a major law firm on the world stage and in particular Australia, China and Asia.



Australian Business Forum Âť Volume 4 Issue 2

Engaging with China: Business Practice & Cultural Intelligence


he importance of China to Australian business is unprecedented. However, the opportunities offered by the ‘Asian Century’ will not materialise themselves. Australia’s interest in, and preparedness for, engaging with China requires the development of a ‘China business-ready workforce’.

The course introduces Chinese business practice and how to engage in Chinese business negotiations. It also covers aspects of Chinese social and business etiquette, the important concepts of ‘guanxi’ and ‘face’, effective marketing to a Chinese audience, and some key Chinese business words and phrases.

Engaging with China is a new six-week online course designed to increase your understanding of Chinese business practice. Developed by the Confucius Institute at the University of Newcastle, the course has emerged from extensive consultation with Australian business leaders to address the need to increase the capacity of Australian business to effectively engage with China.

Designed for busy professionals, the course consists of six weekly interactive online sessions delivered 12.30-2.00pm on Wednesdays. Using real world case studies and active online discussion, the weekly sessions are accessed directly from a PC. If, because of work commitments, students are unable to ‘attend’ any week, all the sessions are recorded, ready for review at any time.

So whether you are currently doing business with China, thinking about it, or would just like to add China capabilities to your professional expertise – Engaging with China will ensure you and your company are ‘China business-ready’. The next course starts on Wednesday 17 October 2012. A 10% discount is available for My Business readers. So to secure your place, or a place for a representative of your company, in this exciting new online course visit: For group bookings please contact the Confucius Institute at the University of Newcastle on (02) 4985 4360 or

Engaging with


Engaging with China is a new six-week online course designed to increase your understanding of Chinese business practices. So whether you are currently doing business with China, thinking about it, or would just like to add China capabilities to your professional expertise – Engaging with China will ensure you and your company are ‘China business-ready’.

EW N COURSE CoursE ovErviEw Course Duration 6 x Wed, 12.30pm – 2pm Next Intake 17 Oct – 21 Nov Price $880 (inc. GST) – Enrol now to receive a 10% discount Course Mode Live interactive online sessions

UoN 2012/7389B I CRICOS Provider 00109J

To secure your place, or a place for a representative of your company, in this exciting new online course please visit: For group bookings please contact the Confucius Institute at the University of Newcastle on (02) 4985 4360 or

Convenor Sara Cheng, Manager Greater China, Australian Business Solutions

Bartercard has helped me

free-up cashflow and

drive business growth

Bartercard is a strategic tool that assists businesses to: • Increase cashflow • Increase market share • Move excess stock • Fill downtime

1300 BARTER 1300 227 837


Australian Business Forum » Volume 4 Issue 2

Win more business using Bartercard. With over 20,000 members in Australia, it’s a great way to get the competitive edge.


Intellectual Property rights By Ray Tettman, Watermark Intellectual Asset Management


ustralian companies, particularly those which have products manufactured in China, often ask the question:

Is there really any point in trying to protect our IP in China when our product is likely to be copied anyway?

This question is often posed because China has been accused of being one of the biggest counterfeit and piracy markets in the world, and that enforcement of IP rights in China is difficult and expensive. Delegations from Chinese government authorities have been reassuring the Australian legal profession for many years that their IP system is improving. But is it really? In 2010 the Chinese government launched an antipiracy campaign – a nationwide crackdown on fake goods and copyright piracy. It was initially set to last for six months but was extended. Chinese law firms observed that it did actually make a difference. So it seems the Authorities are indeed more determined than in the past to achieve results. Promoting innovation by Chinese companies is also one of the government’s main policy goals. The government recognises that being the world’s low cost workshop for manufacturing high-tech products designed elsewhere has its limits. The policies also encourage ‘indigenous innovation’ by providing incentives for Chinese companies to file patent applications. The National Patent Development Strategy (2011-2020) was published in November 2010 and outlines specific targets for 2015 and 2020. For example, by 2020, the number of patents for inventions, and the number of patent applications in foreign countries will quadruple, and core patents will be acquired. The government clearly regards patents as a vital business asset which will play a key role in the country’s development.



The policies seem to be working. China is now the world’s top ranking patent country – in 2011 there were more inventions patent applications filed in China than in Japan or the US. According to the State Intellectual Property Office of China (SIPO) there were 526,000 invention patent applications filed in China, up 34.5% from 2010. The US was second with 504,000 applications filed for their fiscal year to Sept 2011. And most of the applications filed in China were by Chinese entities. Indeed, applications by Chinese applicants have been growing much faster than those by foreign applicants, and have outnumbered foreign applicants since 2003. Chinese applicants are also filing patents overseas. Statistics from the World Intellectual Property Organisation (WIPO) show that China was the fourth highest country of origin for international patent applications in 2011 (behind only the US, Japan and Germany) having grown 33% that year. Chinese telecommunications companies now occupy the first and third applicant positions (ZTE Corporation and Huawei Technologies, respectively). The 12th Five Year Plan (2011-2015), approved in March 2011, also emphasises innovation. Indeed, the word appears in the document 39 times. The Plan promotes indigenous research and innovation in science and technology to support the transformation of China into an innovation country. The Chinese government’s policies to encourage innovation and the filing of patent applications are working, both domestically and internationally. This means that the enforcement of IP rights within China will be increasingly important to Chinese companies and the local economy. Willing or not, the legal system is being forced to catch up and change. And that is good for all IP rights owners in China, whether Chinese or foreign, including Australian.

So, what’s the answer to the question? For Australian based companies that do business in China, the answer is ‘Yes’. There is a point in registering your IP in China. IP is a priority for the Chinese government, and enforcement of IP rights is improving, both for locals and for foreigners.


Cheviot Bridge is a proud partner of the Australian Business Forum and is delighted to support the China Lunch Club and Australia China Business Week 2012. We hope you enjoy our wines. To discover more about our wines please contact our International Business Manager Jenny Lai on +61 (8) 8342 3500 or email 22

Australian Business Forum Âť Volume 4 Issue 2

A chief executive’s real job is to provide vision, inspire and create hope for company employees. My job is to provide the tools our staff need to deliver on that vision. An important element is face-to-face communication. I’m on a plane at least once a day. You have to talk to people – they know more about things than you do.

The gospel according to

John Borghetti CEO By Anthony Black,Private Media

That’s the view of Virgin Australia chief executive John Borghetti, who likes to think of himself as a “people man”. He works in a people industry, a focal point, he says, that’s too often lost on other airline chief executives around the globe. “Aviation can be complicated, but fundamentally it’s pretty basic …What separates airlines are the people they employ.” After becoming chief executive in May 2010, Borghetti’s strategy included repositioning an airline that had lost its way. The turnaround He says before joining the airline – Virgin Blue, as it was known then – it had deviated from its initial model as a low-cost carrier to a mid-tier one by introducing loyalty schemes, a limited range of lounges and premium economy. This led to higher costs, and competitors took advantage by offering cheaper fares. Also, Virgin Blue was almost totally dependent on the leisure market, exposing the company to big losses from natural disasters. Borghetti says Virgin lost more than $100 million in six months due to the Christchurch earthquakes, Queensland floods and volcanic ash clouds. “We had to diversify our revenue base from our dominant leisure market,” Borghetti says. His “game change” strategy included competing against Qantas in the more lucrative business segment.

To entice business travellers, Virgin started a price war, undercutting Qantas business fares by 27%, which Borghetti says is sustainable over the longer term. “We’re gaining on Qantas,” he says. “We now have about 30% of capacity in the market while Qantas has about 65%. Take out Jetstar, and Qantas has about 45%. I don’t call it a price war – I call it competition.” A new vision Borghetti, a former Qantas senior executive and employee for more than 35 years, had a vision for Virgin just before he was appointed. He told the board: “If I’m going to take this role, here’s the strategy, so if you buy the strategy, then I’ll take the job.” He says the company had too many brands – Virgin Blue, Pacific Blue, Polynesian Blue – and their different offerings confused customers. So he changed the company name to Virgin Australia last year to provide a new identity and a single customer proposition. Aircraft interiors were modified for business class, new lounges were built, existing lounges were renovated and terminals upgraded. “On the service side, we had to create a network that gave us global coverage,” he says.

Why it works “To make a strategy work, it’s all about communication,” he says. “You have to be able to convince the staff that what you’re doing is the right way forward and is going to benefit the business. It’s easier to convince people if you believe in it.” By all accounts, Borghetti’s strategy appears to be working. Investors will find out when he delivers the company’s full-year results in late August. This story has been edited, for the full story at . Join us at, and learn how top leaders are changing the game.



Virtual Office, Everything but the Office


ga rther tio n

Servcorp gives you the best business tools to expand and succeed in China without the costs or hassles! ■ ■ ■ ■ ■ ■

Dedicated phone number, CBD address, 5 star meeting rooms Multilingual secretary answering calls in your company name Book everything online with our global IT infrastructure No long term contracts Business Registration made easy Sign up online and manage your account from anywhere

Contact us for a free consultation! +86 400 656 0166 – China +61 1300 749 403 – Australia

Shanghai Level 29 Kerry Centre Level 23 Citigroup Tower Level 5 Bund Somekh Building

Beijing Level 24 China Central Place Level 19 Oriental Plaza

Guangzhou Level 54 International Financial Center Newly Opened!

Chengdu Level 18 Shangri-la Offices Level 28 One Aerospace Center – Newly Opened!

Hangzhou Level 3 Jiahua International Business Center Newly Opened!

Hong Kong Level 19 Two IFC Level 9 HK Club Building Level 12, 1 Peking Road


Australian Business Forum » Volume 4 Issue 2


future SMEs bright offshore see a

By Andrew Skinner, Head of Global Trade and Receivables Finance for HSBC Bank Australia


SBC research has found that more Australian SMEs will be eying off international trade opportunities in the next 12 months as they begin to discover that the benefits of expanding overseas now outweigh any previously perceived barriers to entry. While more than a third of local SMEs currently import or export offshore, a recent HSBC research report points to an additional 21% planning to trade overseas in the next year. Of those with offshore aspirations, 85% will do it to expand their business, 35% are seeking to improve their margins and 14% intend to enter markets with lower competition.

It is clear from the research that Australian SMEs are feeling the effects of our two-speed economy with more respondents nominating the Australian economy as their main source of concern followed by the global economy, a reversal of similar HSBC research from last year. When delving deeper into SMEs’ concerns about the domestic economy and their motivation for an offshore push, the appreciation of the Australian dollar over the past 18 months is a significant factor. For exchange rate-sensitive SMEs, particularly in the retail and education space, the structurally high dollar has eaten up to 10% of their margins. There is a growing realisation that this new paradigm in Australia’s economy will require SMEs to look for alternate ways to grow their business, and for many this means extending offshore. The research also shows that most SMEs intending to trade internationally in the next 12 months are casting their attention to China, the US and UK – all of which are already within Australia’s top five countries for two-way trade. With China making up 25% of Australia’s trade flows, its proximity to us and the continued liberalising of its economy, it is a magnet for Australian SMEs. China is also shifting the focus of its economic growth from exports to more domestically driven consumer growth to cater for the urbanisation of its growing middle class.

This is creating a race amongst businesses to climb up the value chain to cater for the increasing sophistication of its consumers. And as the Chinese economy becomes increasingly open to external operators, Australian SMEs are finding they have significant business advantages over less experienced in-country competitors in areas like construction, agriculture and business services. Despite the US and UK economies recently experiencing subdued economic growth, both continue to be countries of choice for SME business expansion and trade. Moving overseas is a big decision for SMEs and the research suggests many feel more comfortable making their first step into offshore jurisdictions that have the same language, business and regulatory practices to Australia Whether considering the move offshore or bolstering trade ties, it is evident there are significant opportunities internationally for Australian SMEs, especially given Australian businesses are leaders in many industries including agriculture, mining and business services. Whilst there are clear opportunities offshore, it is still important that SMEs do their homework to understand the legal, cultural and commercial dynamics within the markets they are looking to enter. To help bridge the knowledge gap, businesses should also consider working with a local trusted partner initially who knows the market and has established networks and contacts.


Dynamic Ad

ine z a g a ym l h t n o rs e m n g w n o i ad ss e e l n i s ’ s a u i l b Austra -to-medium ll a m s r o f ss

busine tralia les fi r o u r o p y r w s u eprene ce to help gro Council of Au r t n E • l advi xport a E c i e t h c t a f more o d l n a • Pr a n r s r door! t u u n o o e J y v l e a o i , t • Offic competitions livered e d e u s, 2 an iss cribe $ • New t s u j ine for l n o e b i Subscr amicbusiness yn U www.d OM.A ESS.CC 5

.4 2 $7 201 BUSIN NAMIC Y .D W W W




.45 2 $7 201 MAY


se awardsorthw

w why it’s to en e the tim



office ro

ourcing crowds d how your

have do you >PG38

is an what it can use it business

women busine


obile going m logy techno

nt nks wa what baw to make the t ho find ou ession pr best im

terest meet pin gram ta s in d n a social on the

? covered are youinsurance 101 >PG18

s ’s thing womenentrepreneur g ns the youn ganic tampo or selling >PG24

ty your du g staff travellin

239/6 POST 231 PRINT


Australian Business Forum » Volume 4 Issue 2 SH THOMA



s travel busineofscare to your >PG60



stay le times


small our first survey s busines the ur say on have yo at affect you th issues


new kids ock media bl







our annu e female

st light, fa


239/6 POST 231 PRINT





3:33 PM



while m m nter so


e a polic

n in ess sp

ual pick entrepre

ng in

r ean or S s asks






New Opportunities


he nature of business opportunity in China is changing as the country’s economy undergoes a massive restructure. Yet although its nature is changing, opportunity in China remains as ubiquitous as ever, even amidst adverse influences that characterize the nation’s present business climate. The adverse influences we refer to have been widely discussed in international media. They include rising costs of labour, materials and land; slumping export markets; high interest rates; and lack of access to affordable credit. These conditions are squeezing small and mid-sized firms throughout China, forcing many of the less competitive ones into bankruptcy. In Wenzhou, for example, several midsized firms shut down last summer after their owners, unable to repay loans, fled town. The owners had been so desperate for credit that they were borrowing on the black market at rates as high as 300%. The closures left thousands of people without jobs, creating something of a crisis on the local level. Similar scenes have played out in other towns, on a smaller scale for the most part. China’s millionaires aren’t the only ones in the country whose rising wealth is creating opportunities. As noted, wages are rising, and while that does represent higher costs for business, it also means that people have more cash to buy products and services. We’ll leave it to professional economists to determine the extent to which wage hikes and inflation offset each other in the aggregate. What we can say with certainty is that millions of Chinese are enjoying higher standards of living every year.

Servcorp, Shanghai

Beijing’s plan to bring inland the development and prosperity that now characterizes much of the nation’s east coast -- one of government’s overarching objectives -- has been progressing apace. The plan requires large investments in infrastructure, which means big opportunities for many large multinational corporations.

Another good example of government policy driving business opportunity is the plan to make Shanghai the world’s top international financial centre. The Lujiazui Financial District, a rather bleak place just ten years ago, is now packed with office buildings where international and domestic banks, insurance companies and stockbrokers have taken up residence. Alongside them is a growing number of consulting firms and various small businesses and entrepreneurs who service these financial conglomerates with needed products, services and innovations.

Changing preferences, values and habits of China’s consumers also represent opportunity. Young people with lifestyle habits that differ greatly from older generations are entering the workforce, creating opportunities for companies to create products that meet their unique needs. Since opening our first China location in Shanghai in 1999, we at Servcorp have watched hundreds of entrepreneurs and SME owners flourish and grow as they used our business centres and services to launch ventures and expand their operations in the country. High demand for our serviced and virtual offices in China isn’t surprising when you think about it. In a period of high costs and dynamically changing markets, a new business venture becomes more risky. And a serviced or virtual office is a far less risky way to launch a business. In addition to providing speed to market and quick expansion Serviced and Virtual Office services obviate the cost of leasing and furnishing a traditional workspace, fitting it out with telecom and IT infrastructure, and hiring administrative staff. And if the venture fails, exiting is far, far easier. So if you are thinking of opening or expanding a business in China, we’re here to increase the chances of your success.




the Edge in the Global Market Lenovo


t’s the super-fast, ultra-wired digital age, and now, more than ever, Small and Medium Businesses’ (SMBs) face the challenge of competing in an increasingly global market with only the modest resources they have at hand. In the past, SMBs thrived in local markets where they could compete with businesses of similar calibre. These businesses traditionally did not require, nor did they possess, the resources to manage a complex IT environment. Technological capability is fast becoming the critical success factor not only for large enterprise, but for SMBs too.

and especially, SMBs. Lenovo surveyed a range of Australian SMBs on their IT purchasing preferences with results i n d i cating that the m aj o rity of SMBs

Now is also a good time for SMBs to evaluate how technology can help them better manage costs, grow their businesses, respond to changing consumer patterns, and increase their revenue. Lenovo recently conducted research into SMBs’ IT utilisation patterns and this month issued a new line of ThinkPad solutions tailored to suit a range of professionals including government, education,


Australian Business Forum » Volume 4 Issue 2

update their IT equipment only when it fails or becomes obsolete. Although most SMBs understand the importance of technological innovation, few seem to have the drive to update their IT systems frequently. With the new line of ThinkPads, ThinkCentre AIOs, Tiny and Edge series, Lenovo intends to help SMBs to improve their technology in the short term and also educate them on the importance of updating their IT more frequently so they can be fierce competitors in the global market.

Globally Connected. Local Expertise. Katie Malyon & Associates is winner of the ACQ Law Award 2009 (Joint), 2010 and 2011 for Corporate Immigration Law Firm of the Year – Australia, and ACQ Global Award 2012 for Global Expertise, winner of Human Capital’s Silver Medal as Preferred Migration & Mobility Service Provider and is recognised as one of BRW’s Fast Starters 2010. Our team of multilingual, dedicated professionals partner with our clients to deliver high quality immigration solutions to both corporate and private clients here and abroad. The four most important factors influencing SMBs’ purchasing decisions of IT products were pricing, features, product quality, and longevity. The newly released line of ThinkCentre AIO computers including the new ThinkCentre M and Edge series not only meet these specific needs but also provide the ultimate in mobility, security and performance. The ThinkCentre Edge M72 is aimed at the small businesses that need an affordable AIO computer; the machine comes with productivity tools preloaded and supports two independent screens with VGA and DVI outputs. Another suitable option for SMBs is Lenovo’s new Tiny series. Boasting measurements the width of a golf ball (34.5 mm), the ThinkCentre’s tiny form factor provides uncompromised computing power in a small package. The M92p is the first desktop of its size to employ Intel vPro technology, featuring 3rd Generation Intel® Core™ i5 Processor with vPro Technology. The ‘Tiny’ provides a significant power reduction over a traditional desktop, making it the optimal choice for energy efficiency. SMBs play a key role in the Australian economy, 42% of all employed people in Australia are in the SMB sector. In 2006, SMBs contributed to 46% of Australia’s GDP1 , yet in 2009, this number dropped to 35%2 . When 93% of online Australians access the internet daily and 71% use their smartphones to access the web3 , SMBs are missing out on potential opportunities if they don’t keep up with consumers’ preferred method of engagement. Lenovo’s offer for SMBs to give their IT systems an overhaul is the first step to enabling them to regain their huge impact on Australia’s economy.

We offer tailored services including: • Streamlined process for Australian Temporary and Permanent resident work visas • Referrals to migrant friendly banking services, expat taxation experts, accountants property and commercial law specialists • Assistance with compliance issues for business sponsors • Review of clauses to be included in employment contracts • Short term business traveller advice • Partner, Parent, Adoption, Resident Return, Distinguished Talent and other temporary and permanent visas • Citizenship advice, MRT applications and assistance with Ministerial Interventions • Tailored in-house migration training seminars • Provision of regular Visa Alerts, Newsletters and complimentary client Seminars in English and Chinese • Access to global network of immigration specialists in 50 countries • Advice on formulating internal policies regarding expatriate employees.

Financial Review 2010–12

Winner of the ACQ Law Awards 2011 for Corporate Immigration Law Firm of the Year – Australia

Preferred Migration Service Mobility Provider

BRW 2010 Fast Starter

1. Australian Bureau of Statistics 2. Australian Small Business Blog 2. Australia Mobile Smartphone Consumer Study

29 | Ph: +61 2 8247 8247

Same bed

different dreams

Chinese consumers have developed a liking for starbucks, pizza and event Santa, but it’s not about being western. By Tom Doctoroff


pple has taken China by storm. Starbucks can be found on practically every major street corner in coastal cities. From Nike to Buick to Siemens, Chinese consumers actively prefer Western brands to the domestic competitors. The rise of microbloggers and rock groups with names such as Hutong Fist and Catcher in the Rye and even the newfound popularity of Christmas all seem to point towards a growing Westernisation.


But don’t be deceived. Consumers in China may be increasingly modern and international, but they remain distinctly Chinese. If I have learnt anything from 20 years working as an advertising executive in China, it is that successful Western brands craft their message here to be “global”, not “foreign” — so that they can become vessels of Chinese culture. China’s culture

Australian Business Forum » Volume 4 Issue 2

c o n s u m e r is a good

starting point for understanding the nation itself, as it races towards superpower status. Though the country’s economy and society are evolving rapidly, the underlying cultural blueprint has remained more or less constant for thousands of years. China is a Confucian society, a quixotic combination of top-down patriarchy and bottomup social mobility. Its citizens face an ever- present conflict between standing out and fitting in, ambition and regimentation. They have no identity apart from

Luxury items are desired more as status investments than for their inherent beauty or craftsmanship. The Chinese are now the world’s most avid luxury shoppers. According to Global Refund, a company specialising in tax-free shopping for tourists, the Chinese account for 15 per cent of all luxury items purchased in France, hut less than 2 per cent of its visitors.

their obligations to, and acknowledgment by others. The clan and nation are the eternal pillars of identity. Western individualism — defining oneself independent of society — doesn’t exist. Various youth sub-tribes intermittently bubble to the surface — see the recent rise of “vegetable males” (Chinese metrosexuals) and the “Taobao maniacs” (aficionados of the auction website Taobao). But self- expression is generally frowned upon, and societal acknowledgment is still tantamount to success. Arts students are considered to be inferior to engineering or accounting graduates. Few dare see a psychologist for fear of losing “face” or being branded sick. Failure to have a child is a grave disappointment. The speed with which the citizens of China have embraced all things digital is one sign that things are in motion in the country. But e-commerce, which has changed the balance of power between retailers and consumers, didn’t take off until the Chinese need for reassurance was satisfied. Even when transactions are arranged online, roost purchases are still completed in person, with shoppers examining the product and handing over their cash offline. Even digital self-expression needs to be cloaked in anonymity Social networking sites such as Sina Weibo (a Chinese version of Twitter), Renren and Kaixing Wang (Chinese versions of Facebook) have thrived. But users hide behind avatars and pseudonyms.

Chinese at all socioeconomic levels try to climb the ladder of success while working within the system, not against it. In Chinese consumer culture, there is a constant tension between self-protection and the display of status. This struggle explains the existence of two seemingly conflicting lines of development. On the one hand, we see stratospheric savings rates, extreme price sensitivity and aversion to credit-card interest payments. On the other, there is the Chinese fixation with luxury goods and a willingness to pay as much as 120 per cent of one’s yearly income for a car. Every day, the Chinese confront shredded social safety nets, a lack of institutions to protect individual wealth, contaminated food products and myriad other risks to home and health. The instinct of consumers to project status through material display is counter¬balanced by conservative buying behaviour. Protective benefits are the primary consideration for consumers. Even high-end paints must establish a lack of toxicity before touting the virtues of colourful self-expression. To win Chinese buyers, brands have to follow three key rules. First and most important, products that are consumed in public, directly or indirectly, command huge price premiums relative to goods used in private. The leading mobile phone brands are international. The leading household appliance brands, by contrast, are cheaply priced domestic ones.

The second rule is that a product’s benefits should be external, rather than internal. Even for luxury goods, celebrating individualism — with Western notions such as “what I want” and “how I feel” — just doesn’t work in China. Automobiles must make a statement about a man on his way up. Spas and resorts are better off when they promise not only relaxation, but also recharged batteries. Infant formulas must promote intelligence, not happiness. Kids are not taken to Pizza Hut so that they can enjoy pizza; they are rewarded with academic “triumph feasts”. Beauty products must help a woman “move forward”. The last rule for positioning a brand in China is that products must address the need to navigate the cross currents of ambition and regimentation, of standing out while fitting in. Men want to succeed without violating the rules of the game. Luxury buyers want to show mastery of the system yet remain understated. Young consumers want stylishness and acceptance, so they opt for more conventionally hip fashion brands. Even China’s love affair with Christmas advances a very Chinese agenda. Santa symbolises progress; he represents China’s growing comfort with a new global order, one into which it is determined to assimilate, without sacrificing the national interest. The American dream — of wealth that culminates in freedom — is an intoxicating one. However, whereas Americans dream of “independence”, the Chinese crave “control” of their destiny and command over the vagaries of daily life.



Australian Business Forum Âť Volume 4 Issue 2

Shangri-La Hotel, Guangzhou Where

Business and Pleasure Blend Seamlessly


trategically located in the city’s new business and commercial district, Shangri-La Hotel, Guangzhou is adjacent to the Guangzhou International Convention and Exhibition Centre and is within easy access of a host of major attractions and nearby transportation. Nestled amidst 5,800 square metres of tranquil gardens overlooking the Pearl River, the hotel offers exceptionally spacious and luxurious accommodation in 704 guestrooms and 26 serviced apartments. With a minimum size of 42 square metres and up to 305 square metres of space for suites, all guestrooms feature complimentary Wi-Fi and broadband Internet access, flat screen televisions and panoramic windows from which to enjoy splendid views of the Pearl River or the vibrant city of Guangzhou.

From Cantonese favourites to the best of Italian cuisine, eight award-winning restaurants and bars offer an international range of culinary choices. WOK TOO Café features a food theatre-style concept and international delicacies. Summer Palace serves regional Chinese cuisine in stylish surroundings. The chefs team at coolThai is delighted to introduce signature Thai dishes prepared with specially imported Thai herbs and spices. Enjoy a slice of Italy at il Forno with a rich choice of authentic Italian cuisine prepared by our resident Italian chef. Nadaman offers a worldrenowned Japanese fine dining experience with a touch of sophistication. With traditional Asian décor as a backdrop, the Lobby Lounge serves gourmet coffees, afternoon teas and evening cocktails.

Additionally, the Horizon Club offers a range of exclusive privileges that include private check-in and check-out at the Horizon Club Lounge on Level 34, use of private meeting room for up to two hours per day, daily buffet breakfast, soft drinks, evening cocktails and more.

Relax over a freshly mixed cocktail prepared by the highly trained bartenders at Lift Bar while enjoying the panoramic views of the Pearl River. The Poolside Bar and Grill offers refreshing tropical drinks as well as tempting salads, burgers and other casual fare.

An ideal event destination in South China, the hotel has 6,000 square metres of meeting and banqueting space that offers abundant choices and fantastic adaptability. The expansive hotel grounds include a 2,000-square-metre lawn for open-air events and functions. The 2,240-squaremetre pillar-free Pearl River Grand Ballroom with an 11-metre-high ceiling can accommodate up to 1,280 guests for banquets or 3,000 participants for meetings. The elegantly appointed Guangzhou Ballroom offers spectacular views across the Pearl River, while the back-of-house elevator allows for easy transportation of heavy equipment. Eight smaller function rooms are available for banquets or receptions that are more intimate. The 100-seat auditorium with a raised stage is a preferred venue for press launches, lectures or presentations. For those wishing to energise before a meeting or unwind after a long day, the hotel offers the very best in fitness and wellness facilities. The Health Club is a fully serviced club with world-class workout facilities, including 18 pieces of equipment by Life Fitness®, two outdoor tennis courts, a 15-metre x 30-metre heated indoor swimming pool, a 1,500-square-metre picturesque outdoor pool, a 2,000-square-metre backyard putting green and more. Private personal training can be easily arranged. In addition, the signature CHI, The Spa at Shangri-La blends traditional Asian healing philosophies with modern-day luxury to create an experience of pure indulgence and spiritual revitalisation.




Stage 1 complete. Stage 2 now under construction Secure your retirement by the sea Delightful seaside harbour and township of Portland Stunning seaside Golf Club with new club house 2 bowling clubs Great shopping (Aldi’s, Safeways and IGA) Excellent medical facilities Public transport at your door Deepest harbour between Melbourne and Adelaide The area is rich in maritime history

NOW 34


There is astounding geothermal energy

Australian Business Forum Âť Volume 4 Issue 2

Portland is the largest town in the region yet it retains the charm of a smaller country town, set by the sea, with all the modern amenities.The town revolves around its deep water Port, however tourism is increasing in the area as the many of the south west of Victoria are discovered. Portland is also world renowned for its tuna fishing with fishermen travelling from all over to catch the southern blue fin tuna which frequent the area between March and September.

portland TERRACE

Dundas Coastal Real Estate 111 Bentinck Street Portland Victoria Australia 3305 Ph: 03 5523 2200


25 Years

memorable experience promote China in Australia

ABF Exclusive Interview with Telstra sponsored Businesswoman Helen Wong


t is 40 years since the Commonwealth of Australia and the People’s Republic of China established diplomatic relations in 1972. ABF has an exclusive interview with Telstra sponsored businesswoman Helen Wong who has 37 memorable years tailoring and organizing tours to China for Australians since 1975.

You were the first to introduce Australian groups to what was a mysterious China. When was the first group you brought to China under the umbrella of Helen Wong’s Tours? What were the most challenges you faced at that time? Could you give us a story as an example? Helen: I wasn’t the first to introduce Australian groups to China, although I did pioneer group travel to a number of regions beyond the major cities of Guangzhou, Shanghai and Beijing. The year for Helen Wong’s Tours was 1987 and some of my groups of travellers were on international study programs, including one led by former Prime Minister Gough Whitlam and his late wife Margaret (1993). The challenges were many, from the slowness of getting through Customs and Immigration to ensuring the hotels were up to standard for Westerners. In many ways I needed to educate the Chinese staff as to what was required to meet acceptable standards – simple things such as cleaning bathrooms to which side the knife and fork should be presented at the dinner table. The local staff was always curious to learn, although it would take time. Domestic airline cancellations often created problems and the need to counter them by making adjustments to the itineraries.


Helen Wong’s Tours’ release of its exciting 2012-2013 China program. Could you tell us more about this program? Helen: As it is a special time for us, to celebrate the 25th anniversary of Helen Wong’s Tours, we decided to make some dramatic changes to the look of our China and Vietnam brochures and add a few new guided tours without detracting from our popular itineraries. New to the China program is an exciting 15-day Cruise and Rail Journey linking a Yangtze cruise from Chongqing to Shanghai with a high-speed train experience from Shanghai to Beijing. There’s also a new 14-day Family Affair itinerary suitable for parents with young children. It links Beijing and Shanghai with Hong Kong (and the magic of Disneyland) and Macau, home of the House of Dancing Water spectacular. As many as nine new itineraries have been added to our Vietnam program, including the return of Myanmar. Cambodia and Laos are also featured in the expanded program.

Australian Business Forum » Volume 4 Issue 2

What has been your most memorable travel experience to date? Helen: As you can understand there have been countless memorable travel moments. But one which stands out was the day we drove from Shanghai to uncover fascinating Zhouzhuang, an ancient little known town and now a popular spot in our program. It was thrill to find such a treasure with its traditional tiled roofed houses and stone arched bridges. Could you describe China’s change over the past 30 years in your experience? Helen: From a basic destination where the major form of transport was a pushbike and shopping mainly centred on Friendship Stores to a country brimming with European cars and Designer Label shopping centres, change has been swift, especially in the major cities like Beijing and Shanghai. Reliable air travel is now matched by a growing network of high-speed rail services – a far cry of what it was like to travel around China 30 years ago. Hotel accommodation has also greatly improved with a vast array of five-star establishments sprinkled around the country, not just in the major cities. Modern technology is very much imbedded in China.

The premier magazine devoted exclusively to Australia China trade issues. ACCX

CX May


ar 2012


11 -Jun 20




e co M Pag

P 12 3:33









necti inacon










DE OF I T E H T RIDINEGSE TOURISM TION CHIN A C U D E ONAL I T A N R E INT INA: RE? A F S T H N C IN DO STUDE HOW uncil, ness Co ina Busi stralia Ch Au e th pport n. sociatio oud to su ns is pr umni As nnectio China Al China Co the Australia lia ra st d Au a an am Chin AustCh

Read by more than 84,000 business people in Australia, China and Hong Kong.

Don’t miss the opportunity to promote your business with us. Contact Carl Jetter: +613 9650 1598 or Jamie Mi:




ed Spice Road is contrastingly big and bold, and rather beautiful in a red way. There’s nothing lowkey about it. The space is cleverly designed, with a long bar and a number of areas that can be used for dining, or for sitting around over a drink and a chat. Mostly the tables are large and communal, although there are a couple of smaller ones for a more intimate gathering. There are two nice surprises – a real courtyard, open to the sky and with living plants in it, and a fabulous large room dominated by an immense red lantern over a ring table. Two crescents form the ring, which can seat dozens side by side. On the style front, polished floorboards are complemented by purple upholstered walls, cheerful oriental couches, ottomans and lampshades that can only be inadequately described as spider-web spheres. Giant red lanterns and glass-panelled ceilings are set above communal tables, whose shoulder-to-shoulder intimacy really sets the tone of the space. The food is Thai, with some enterprising modern influences. The menu is designed around dishes to share although,


at a pinch, you could order on your own. There are also really good tasting menus (minimum of two to share) for lunch and for dinner. If not the tasting menu, consider scallops with smoked trout, coriander and kaffir lime to start, and a salad with shredded chicken, mint, bean noodles, lemongrass and coconut to follow. The choices are many and the flavours are zingy, each dish having lots of lovely flavour bursts, though most are not too chilli-fierce. The drinks list includes lots of cocktails, a good range of beers, and a smallish wine list well-chosen to match the food. Melbourne’s hardly hurting for another Asian themed restaurant, but when one pops up that looks as fabulous as Red Spice Road, qualms are set aside, drinks are poured and you just get on with the task of finding out if this latest addition to the city tastes as good as it looks. John McLeay, formerly of Livebait fame, has managed with aplomb to turn his focus to South-East Asian cuisine and offers a brief but sensational menu, which reassures diners that Red Spice Road can definitely back up its style with more than a little substance. Ideal for dinner for two or a one

Australian Business Forum » Volume 4 Issue 2

hundred corporate clients. Since opening in 2007, Red Spice Road has risen through the ranks to become one of Melbourne’s best restaurants. Critics hail chef John McLeay’s modern interpretation of pan-Asian cuisine and reinforce his long held reputation as one of our city’s culinary stalwarts. Situated in the heart of the city, a stone’s throw from the Bourke Street Mall and boasting Australia’s largest red lantern above a unique circular 60-seat communal table. Red Spice Road also has three unique Asian themed portraits specially commissioned by renowned Australian artist David Bromley. The menu and wine list are long and varied and the price won’t break your budget. The restaurant has several distinct areas including two private rooms, seating 22 and 30 respectively, a courtyard under the stars and skyscrapers, and a buzzing bar with an Asian themed cocktail list. There are bar specials every weeknight, as well as early bird dinner and lunch banquets for only $25 per person.


RED SPICE ROAD 27 McKillop Street Melbourne Tel: +61 3 9603 1601 Email: Web:

under the stars and skyscrapers, and a buzzing Since opening in 2007, Red Spice Road has bar with an Asian-themed cocktail list. risen through hours: the ranks to become one of Opening There are bar specials every weeknight, as Melbourne’s best restaurants. well as earlybird dinner and lunch banquets for Critics hail chef John McLeay’s modern Lunch and dinner, 7 days a week. only $20 per person. interpretation of pan-Asian cuisine and reinforce 27 McKillop Street, Melbourne his long held reputation as one of our city’s Tel: +61 3 9603 1601 Opening hours: culinary stalwarts. Lunch and dinner, 7 days a week. Situated in the heart of the city, a stone’s throw from the Bourke Street Mall and boasting Australia’s largest red lantern above a unique circular 60-seat communal table. Red Spice Road also has three unique Asian-themed portraits specially commissioned by renowned Since opening in 2007, Red Spice R RED SPICE ROAD Australian artist David Bromley. risen through the ranks to become 27 McKillop Street The menu and wine list are long and varied Melbourne’s best restaurants. Melbourne and the price won’t break your Tel: budget. Critics hail chef John McLeay’s +61 3The 9603 1601 restaurant has several distinct areas including interpretation of pan-Asian cuisine Email: ClubWeb: be held in Melbourne, Sydney and Shanghai quarterly. a 35-seatChina privateLunch dining room, awill courtyard his long held reputation as one of o It provides a vibrant and environment for C-level executives toculinary share stalwarts. their China knowledge and experiences. China Lunch Club Membership now available. Situated in the heart of the city, For all enquiries contact: +61 3 8689 9898 or throw from theau Bourke Street Mal Australia’s largest red lantern abov circular 60-seat communal table. R Road also has three unique Asianportraits specially commissioned b

Exclusive Business Networking

China Lunch Club

感受中澳经济脉动 连接中澳的商业盛会  新共赢、新商机、新挑战

Provding business opportunties for China and Australian Enterprises 2013, Melbourne, Sydney, Beijing In its fifth year, a high profile business event that showcases and explores the unique business, investment and trade opportunities for companies looking to enter or increase business opportunities in China. 11 April Melbourne 2013 “Australia in the Asia Century“ Providing a focus on the Asia- Pacific region. Trends & Oppourtunites.


Lunch Club

Mar, Jun, Sep, Nov 2013, Melbourne Apri, Jul, Oct, Dec 2013, Sydney China Lunch Club targets organisations who wish to make a connection with other professionals who have operations in Australia and China or who are about to undertake trade with China.


Lunch Club

Media Packages and Partnership Delegate Packages and Event tickets Sponsor,Partner Exhibitor and Industry Associations Inquires Please contact Australian Business Forum at: Tel:+61 3 8689 9898 40

Australian Business Forum » Volume 4 Issue 2

We guarantee that the performance of your business will be enhanced.

We proudly provide customised offices and services to host your place of business. 4 Customised Serviced Offices 4 Virtual Offices 4 Meeting Rooms 4 Memberships

caLL todaY to enhance your business performance

1300 476 946


Australian Business Forum Âť Volume 4 Issue 2


Leading Australian immigration specialists


atie Malyon & Associates, Lawyers is multi-award winning corporate immigration law firm specialising in providing Australian immigration legal advice to a broad range of clients - from large multinationals and publicly listed corporations to small businesses, start-ups and private clients. Our expertise lies in understanding and applying the complex, ever changing law and policy that govern Australian immigration - so that we achieve effective and timely results for our clients. Specifically, recent changes to the Business Skills migration program, as well as Employer Sponsored and General Skilled migration will provide challenges and opportunities for those wanting to migrate to Australia.



Cost-effective relocating By focusing on these specialised areas of law, we have the expertise and proven track record to save you time, money and inconvenience. Our end-to-end immigration legal services make relocating to Australia, or transferring to another visa whilst in Australia, simple and cost-effective - for both businesses and individuals. Understanding Our team of multilingual staff can speak your language! We also understand the cultural nuances that arise when advising clients on their visa options for Australia. With a team that includes speakers of Mandarin, Cantonese, as well as Fujian and Shanghai dialects, you are sure to be understood in your mother tongue.


Don’t leave your future in Australia to chance! Contact our China Desk on +612 8247 8224 or write to 高 明 律 师. at to discuss how we may help you start your new life in Australia.

1:16 PM


Australia’s leading supplier of flagpoles, banner poles, sport goals and sporting systems.

Wine Reviews

Sports goals

Kirrihill 2010 Single Vineyard Series ‘Tullymore Vineyard’ Cabernet Sauvignon


Outstanding. Intense, crimson-purple. A full-bodied wine proclaiming its varietal base from the word go; blackcurrant, blackberry and hints of earth run through the bouquet and full bodied palate. The tannins - as they should be – firm. A touch of mocha oak softens the farewell. The wine is exceptionally good value. 94 points James Halliday Wine Companion Magazine October / November 2012

Red Hill Estate Chardonnay 2009

The bouquet is vibrant and fresh, but the palate takes it on to another level, with almost piercing fruit, the portion taken through mlf largely unseen. This is a wine for cellaring at the right price. 94 Points James Halliday Australian Wine Companion 2012


Australian Business Forum » Volume 4 Issue 2

Destinations 2008 C A B E R N E T S A U V I G NO N The wine is vibrant ruby red with purple hues and a bouquet of lifted cassis, spice, minty fruit and some dark chocolate with toasty oak. Rich and full bodied,this wine has crisp acidity, bucket loads of elegant blackcurranty cabernet fruit,firm tannins and integrated oak. Enjoy now or cellar with care for 5-10 years.

Our Australian led company makes sourcing from China easy! CHINA


With offices in the heart of South China’s manufacturing region, we are perfectly positioned to be your agent on the ground. We can source for you, or guide your company through every step of the sourcing, inspection and importing process.


We provide; • product sourcing • translation services • supplier audits • importing & customs

TOP TEN OF THE BEST WHITES UNDER $10 Bright colour; straw, tropical fruit and a little honey on the bouquet; fleshy on entry, with focused acidity and fresh fruit to conclude. 88 Points James Halliday, Australian Wine Companion 2012

Printer ConSumableS



We speak your language..! p : +61 (0) 451591349



Australian Business Forum Âť Volume 4 Issue 2


在瞬息万变的经济 环境中稳步发展

亚 趋势。

太区是世界上最大的区域,各经 济体之间的相互合作与日增长, 已成为亚太区一个最主要的发展

澳大利亚出口国众多,尤其将重 心放于亚太地区。2013亚洲经济展望 (APBO)将邀请亚洲国家主要演讲人为 澳洲企业解析最新及未来的市场发展趋 势,帮助澳洲企业在经济衰退时期找到合 理的发展策略。 亚洲经济展望今已进入第三个年头, 为澳洲及其贸易伙伴国——中国、美国、 印度、韩国、日本等国的政府官员和企业 高管搭建了一个专门的交流平台,并通过 APBO展览、论坛、商业配对、商务午宴 和社交酒会等系列活动展望澳洲的经济未 来。


APBO 2013论坛

APBO 2013商业配对和社交酒会

主题为“在瞬息万变的经济环境中稳 步发展”的APBO 2013论坛 重点关注的 话题包括:亚洲的增长策略与商业市场操 作,资本市场的经济重组,低碳能源—— 亚洲是否会引领世界,亚洲地区经济合 作,创新策略与双边商务机会。

APBO 2013商业配对和社交酒会将 为与会代表们进行面对面的交游戏与沟 通、拓展思路、 集聚资源 、 分享经验和 建立商业合作伙伴关系,提供了一个最佳 的平台。

APBO 2013展览 各主要国际贸易服务机构将参与 APBO 2013展览,解析市场趋势、提供增 长策略、分享创新建议。参展企业机构与 个人涉及各行业,主要包括商业与金融服 务、政府出口项目、物流、保险、出口市 场拓展顾问、贸易代表、进出口专家、商 务旅行及相关服务。

Australian Business Forum » Volume 4 Issue 2

APBO 2013 商务午宴 行业意见领袖和政府官员将在午宴演 讲致词,出席午宴的嘉宾还包括扩来自中 国、美国、日本、印度、韩国、印尼、马 来西亚和泰国的代表。 2013亚洲经济展望为亚太区的企业 家、经济学家、金融市场专家、学者、高 级管理人员等提供了一个高品质的交流平 台。对那些参与国际贸易尤其是与亚太区 保持紧密贸易关系的企业而言,这将是一 个极好的机会相互交换见解与策略,从而 在瞬息万变的经济环境中保持稳步发展!


通过 赞助


提升市场认知度 Lisa Goodhand, China Blueprint

去在澳大利亚消费者印象当中, 中国产品总是和品质低劣相关 联。但近年来这种认知正在发 生改变,有迹象表明中国品牌正在澳洲多 个行业内占据越来越大的市场份额。成功 进入澳大利亚市场,并且被当地消费者广 泛接受和认可的中国品牌包括,海信、 长城汽车、TCL、海尔、中国银行、中国 南方航空公司以及联想等。这些品牌代表 了中国制造的高品质、优良服务和有竞争 力的价格。正如我们所见,这些中国品牌 正在、并将进一步改变澳大利亚市场的格 局。 那么我们想问的是,为什么中国品 牌希望在澳大利亚这种小规模的市 场中获得品牌认知呢?在很多澳大利亚本 土品牌努力拓展行业多元化或者要走向国 外的时候,是什么原因促使中国品牌进入 澳大利亚这么一个监管条件苛刻、劳动力 成本和企业运营费用又高的市场呢?

总结后认为,中国品牌努力在澳大 利亚这种国家中获取市场认知的最主要的 原因应该是,能够进入这种监管和行业标 准要求苛刻的市场以及在此类高端市场中 赢得消费者认可的能力给品牌带来的价值 和名望上的提升。对于大部分中国品牌来 说,中国本土市场的销售和盈利总量要远 远高于澳大利亚市场。在澳大利亚市场的 成功可以为中国品牌的价值背书,使其回 到中国市场的时候获得更多的品牌认知, 从而提升其在中国本土市场的竞争力。因 此成为国际化企业不仅是中国品牌的精神 需要,更多的是商业运营的战略需求。

那么在中国品牌推进国际化和进入 澳大利亚市场的时候,是通过什么策略来 赢得澳大利亚当地消费者的芳心呢?他们 制订了本土化的营销推广战略,把他们的 品牌推广聚焦在澳大利亚人最喜欢的两个 领域:体育和艺术。下面是一些具体的例 子: •

海尔:曾赞助澳大利亚橄榄球联赛 (NRL) 的西部老虎队 (Wests Tigers) 和澳大利亚篮球联赛的墨尔本老虎 队。

海信:是澳大利亚橄榄球联赛 (NRL) 的鲨鱼队 (Cronulla Sharks) 的主要 赞助商之一。

长城汽车:是澳大利亚橄榄球联赛 (NRL)电视转播的赞助商之一。

TCL:赞助墨尔本杯(Melbourne Cup)。墨尔本杯是澳大利亚最著名 的赛马赛事,每年11月的第一个星期 二,全澳大利亚都停下工作来观看墨 尔本杯。

中国品牌投资赞助澳大利亚文化艺术 活动的案例包括: •

联想:赞助邦迪短片艺术节。邦迪短 片艺术节是一个旨在为年轻电影人提 供展示才华和创新作品机会的活动。

中国南方航空:投入60万澳元赞助悉 尼艺术节。悉尼艺术节是澳大利亚最 大的表演艺术盛会。

虽然以上这些活动和赛事大多不会被 中国媒体报道,也很可能不会被大部分中 国人知道,但这些中国企业还是投入资金 进行赞助,目的就是为了获得澳大利亚公 众的了解和认知。 因此,对于要走向国际化的企业来 说,如果要在新进市场上获得认可,根据 其市场特点制订本土化的营销推广战略是 非常重要的。很多中国品牌在这方面已经 走在了前列。


Editorial Shen Zhen


Australian Business Forum Âť Volume 4 Issue 2

立足本土亦与世界相连的专业知识 Katie Malyon 移民律师事务所是 2009, 2010和2011年度澳洲商务移 民律师事务所ACQ大奖及2012年度 ACQ“全球专业”国际大奖得主。它 也荣获了人力资源银奖被认为是备受 推荐的移民和服务提供者同时也被商 业周刊(BRW)评为2012年起步最 快的工商企业之一。 我们的团队有着精通多国语言,富有 专注精神的专业人才和我们的客户一 起向海内外的公司和个人客户提供高 质量的移民方案。 我们为您提供量身定做的服务,包 括: • 申请澳大利亚临时和永久居留工作 签证的精简化流程 • 推荐有利于移民的银行服务,海外 税务专家,会计师以及财产和商业 法专家

• 协助商业担保雇主遵守担保雇主的 义务 • 审查合同中的条款 • 为短期商业旅行者提供建议 • 为配偶,父母,领养,居民回归, 商业奇才及其他临时或永久居留签 证提供服务 • 为入籍申请,移民上诉仲裁庭和移 民部长特赦提供建议 • 举办为人力资源部专员量身定做的 移民资讯和技巧培训讲座 • 提供中英双语的定期签证提醒,新 闻小报和研讨会 • 拥有超过50个国家的移民专家网络 • 对关于外派员工的相关内部条款提 供建议

Winner of the ACQ Law Awards 2011 for Corporate Immigration Law Firm of the Year – Australia

BRW 2010 Fast Starter

Financial Review 2010–12 Preferred Migration Service Mobility Provider | Ph: +61 2 8247 8247


《澳大利亚商务论坛》杂志是针对中澳合作当前趋势应 运而生,杂志致力于推广中澳贸易、投资与商业机遇的中英文 双语杂志, 全年共四期。

Vol. 3 Issu


Austral ia China China’s Busine Role in ss Week Vietnam– Austral An Em ia's Fut erging ure Market For Win Doing e Busine ss in Asi a

《澳大利亚商务论坛》杂志旨在打造一个统一的信息空 间,建立中澳各行业、企业之间的紧密联系。除了介绍澳大 利亚商论坛的商业活动外,还重点通过观察中澳双边贸易关 系的变化,深入报道时事新闻,分析中澳贸易之成功案例,以 及两地人文环境,从而促进中澳两地经济、政治,文化交流 及发展. Magazi


杂志的内容覆盖澳大利亚以至全球的经济,商业,投资 策略,以及贸易商遇, 是中国企业全澳推广的首选平台,助 力中国大型企业的海外发展。杂志的读者大多数为中澳贸易 商圈内的决策者和参与者,是中澳两地及亚太地区高级经理 人所推崇的刊物。



text cop


y right


etc: 123


45 www .australi



essforum 11/03/2

011 12:36:1

2 AM



更多详情,请您咨询澳大利亚商务论坛:+61 3 8689 9898 或者



Australian Business Forum Âť Volume 4 Issue 2

广州香格里拉大酒店 商务休闲两栖地


州香格里拉大酒店位于城中新商 业区的黄金地带,依傍秀丽的珠 江之滨,毗邻广州国际会展中 心,附近交通条件便利优越便捷,由此可 便捷前往轻松可抵城中各主要商务区及旅 游景点。酒店坐拥5,800平方米的花园的 酒店,共有704间轩敞豪华的客房以及26 套服务公寓,面积均在42平方米以上,最 大套房的面积达305平方米。所有客房均 配备有无线及宽带网络、平板电视及大型 落地窗,让繁忙的商旅客人轻松于客房内 即可尽览珠江景致及沿江城市画卷。位于 酒店34层、同时也是城中最大的行政酒廊 ———豪华阁贵宾廊可为入住豪华阁楼层 的宾客提供快捷办理入住/退房手续、每 日可使用两小时行政会议室、精选自助早 餐、黄昏鸡尾酒等一系列专属服务。

酒店拥有总面积达6000平方米的会 议场地以及2000平方米的户外草坪,可为 不同风格及规模的宴会提供宽敞的空间和 足够的灵活性,在华南地区酒店中首屈一 指。2240平方米的无柱式珠江大宴会厅层 高达11米,可同时容纳适合举办1280人 的宴会宴席或3000人的会议;980平方米 的广州宴会厅典雅华丽,后台设有可运载 重型设备的专用货梯,是为举办各类展览 或新品发布的提供绝佳选择条件。八间多 功能厅以及一个拥有100人座席个座位的 礼堂是举办行政会议、小型宴会和酒会的 不二之选。

酒店卓越的康乐设施及水疗服务让运 动和养生满载乐趣。健身中心包括一个提 供拥有18种世界顶级品牌Life Fitness运动 器材的健身房、两个露天网球场、一个15 米×x30米的室内恒温泳池、一个1500平 方米的户外泳池、一片2000平方米的高尔 夫球推杆练习场等完善设施,宾客更可与 健身教练定制专属的私人课程。香格里拉 特有的「气」Spa“气”Spa可提供一系 列基于亚洲传统养生哲学的按摩及护理项 目,通过活气调息,让宾客重拾身心的完 美和谐,绽放神采。

从粤式精点到意大利面食,酒店八 间风格迥异的餐厅及酒吧荟萃了世界各地 的美酒美食。全日制餐厅妙趣咖啡厅以“ 美食剧院”为设计灵感,供应国际精选美 食,开阔的空间营造出幕天席地般的用餐 环境,可供应国际精选美食;夏宫环境在 优雅别致的环境中,可呈献中国各地区的 珍馐佳肴;香泰的厨师团队以进口香料秘 制酸辣鲜香的泰式佳肴;爱弗罗以俏皮意 大利美食著称,其半开放式厨房设计让宾 客于用餐的同时还可,欣赏意籍名厨的精 湛厨艺;历史拥有逾180年历史的滩万日 本料理由三位驻店日本大厨亲自主理众多 极致日式美馔。此外,大堂酒廊、交点吧 以及池畔烧烤吧供应各式健康饮品、欧式 下午茶、鸡尾酒及现磨咖啡等饮品,可满 足客人于闲暇之余品尝香茗佳酿之所需。



Australian Business Forum Âť Volume 4 Issue 2

刚刚过去的一个周末,金融市场的 情况似乎变得更糟了:

欧洲方面,越来越多的经济学家相 信,欧洲第四大经济体——西班牙最终将 无法避免落入与希腊一样的境地——依靠 大规模、全方位的救助来避免主权违约。 同时有媒体报道称,IMF对于希腊达成削 减赤字目标的信心和耐心开始丧失,可能 导致该机构停止向希腊继续发放援助资 金。


欧债迷雾 投资 寻 找


而在此次之前,金融市场刚刚遭受了 以中国为代表的全球新兴市场经济增速放 缓的打击——最新数据显示,中国经济二 季度增幅跌至8%以下;包括巴西、新加 坡、韩国、印度等地的经济增长也受到了 极大威胁,迫使包括巴西、韩国、印度三 国在内的央行与中国央行一起在6月份开 始大幅度放宽货币政策以刺激经济。

Julius Wei, Baomoney

但与绝大多数近期头条新闻聚焦欧洲 不同,我们在看待下半年更长时间的全球 经济和金融市场投资机会时,真正应该关 注的其实是太平洋两岸的世界第一和第二 经济体——美国和中国。 根据以往的经验,欧洲方面将继续 保持其非常谨慎和政策反应缓慢的步骤来 对待欧债危机,会努力防止出现市场的彻 底崩溃,但又缺乏动力和能力在短时间内 解决危机。在这样的前提下,真正能够推 动全球市场的依然将是中美两国,尤其是 这两大经济体都拥有这足够的能力再一次 采用大幅度的宽松货币政策来刺激本国经 济。 美国方面,如果美国经济进一步放 缓,则其将不得不在年底推出QE3。根据 以往市场上涨先于QE的历史,一旦美联储 开始认真考虑这一宽松选项,市场可能最 早会在三季度中期或末期开始上涨。 而拥有庞大外汇储备,且对本国金 融体系和货币市场有着更大控制力的中国 政府在面对中国经济增速不断放缓,尤其 是到了二季度末依然没有好转的局面,其 推动经济增长的压力将陡增。在过去几周 内,中国政府已经明确表示将把工作重心 转向保增长。 面对着这样的复杂背景,投资者应 当如何在未来选择投资机会呢? 我们给出的答案是:美国股市仍然是最佳 选择 在欧债危机不断蔓延的过程中,作为 避险的港湾之一,也是历史上经济弹性最 为出色和走出危机更快的美国市场相对欧 洲将是更好的选择。这一判断随着西班牙 陷入危机、欧元直线下跌,中国经济同样 面临增速放缓的局势下,显得更加正确。

我们可以从以上的美元指数和道琼斯 指数的周图看到,过去近一年的市场上罕 见地出现了美元和道琼斯指数同时走高的 情况——这在避险美元与高险股市通常成 负相关的情况下非常少见。 在美国股市上涨的同时,美元上涨 令外国投资者的收益更进一步增加,也进 一步证明了过去根据经济基本面得出的结 论:欧洲经济表现糟糕,将在长期同时拖 累欧洲股市和欧元;而美国经济相对表现 更好也将在长期利好美国股市。加上比欧 元更为安全的美元资产受追捧令美元表现 好于欧元,这直接导致投资美国股市的双 倍增长效应。 预计下半年欧洲局势很难立刻改观, 甚至有进一步变糟的可能,这意味着美元 和美股长期表现强劲的基本面因素并没有 发生改变。而从此前分析的下半年市场决 定性因素来看:

首先,如果美联储抛出QE3,美股势 必大涨。虽然美元可能再次受到打击,但 考虑到欧洲债务危机远远没有结束,美元 相对欧元的下跌必然与过去两年类似,依 然是暂时的。而且美国更早恢复经济的正 常增长,从而需要收紧货币政策明显将会 早于欧洲,因此美元在未来半年到一年的 时间内跑赢欧元当无大碍。 其次,如果中国率先采取大规模刺 激措施,而美联储并没有抛出QE3,那么 将对美股更为有利。因为这同样会刺激经 济增长和资产价格上扬,美股也会随之上 涨,而且在没有QE的情况下,美元将表现 坚挺,投资美国股市回报更大。 最后,若中美两国都没有抛出大规模 的刺激政策。会出现这种局面的很大可能 是,两国经济逐渐企稳回升,没有必要进 行刺激政策。这意味着股市和美元依然会 出现温和增长,预计到时美元表现可能好 于股市,因此对非美国投资者来说,美国 股市的总体收益将会好过其他市场。


国百货商业协会“ CHINA COMMERCE ASSOCIATION FOR GENERAL MECHANDISE ”(英文名缩写 CCAGM )是经民政部批 准,在国务院国有资产监督管理委员会和 商务部的指导下,具有社会团体法人资格 的社团组织。协会以从事日用百货消费品 的流通、生产、服务、科研文教活动的各 种所有制形式、各种业态的企事业单位或 企业联合组织以及个人自愿组成,是全国 百货行业性、非营利性社团组织。 中国百货商业协会经国家民政部批准于 1990年1月正式成立。协会拥有企业会员 近800家,包括国内大中型百货及日用工 业品零售、批发、生产企业以及为百货行 业提供相关服务的企业,会员遍布我国各 省、自治区、直辖市,涵盖了各种所有制 成份;协会拥有团体会员60多家,包括 省、市百货行业协会、同业公会以及跨地 区的百货企业联合会组织,通过团体会员 联系着近15000家间接会员。 经过20多年的成长发展,中国百货商业协 会已完成由计划经济时期工作模式向社会 主义市场经济条件下工作模式的转变,成 为中国百货流通领域最具影响力的全国性 行 业 组织,2009年被国家民政部评 为 4A级社会组织。



中国百货业年度发展报告 基于丰富翔实 的资料,准确客观的数据,全面展现行业 年度发展概貌,梳理行业运行脉络,提出 促进未来发展的指导性建议。报告自2003 年开始编制,于每年“中国百货业高峰论 坛”上发布,成为业内外人士备为关注的 一项重要发布。

建立长三角、珠三角、环渤海地区百货协 会(商会)联席会议机制,依托国家三大 经济发展区域的战略地位,共同探讨百货 业发展的独特之路,促进区域之间百货行 业的交流融合,建立资源共享,合作发展 的有效平台,推动三地百货业实现共赢繁 荣。



行业培训 针对百货业态经营管理特点, 紧扣百货行业发展趋势方向,与相关机构 合作,邀请国内外业界著名专家学者、行 业精英人物,全方位开展内容丰富、形式 灵活的多种培训,突出前瞻性、专业性、 实效性,为行业培养大批兼具理论素养及 实战技能的优秀人才。

大力开展与国外同业的交流往来,坚持“ 走出去、请进来”的方针,全方位多层次 组织国内外百货企业及相关机构在信息沟 通、人才培养、管理提升、品牌引进等方 面的合作,扩大提升中国百货业的世界影 响力和全球地位。

培养服务品牌协会与全国总工会等部门机 构联手,评选全国商贸行业劳动模范、全 国服务品牌,并组织进行巡回经验交流, 感人的事迹、生动的表述、精湛的技艺, 在行业中产生广泛深刻的影响,全面带动 行业服务理念创新、服务水平提升。

品牌培育 倡导并积极践行“培育品牌”的主张,自 2008年以来,在商务部的指导下,致力于 推动优秀品牌与国内百货 店进行对接、沟通, 开展了名店邀名 品,名品进名 店活动。

2006年,由中国百货商业协会发起,与日 本、韩国百货店协会建立起三国百货(商 业)协会联席会议机制,并于2010年升级 为三国百货店协会事务局,通过常态化、 制度化的会议机制及交流互访,促进相互 间的往来沟通,增进三国百货业的国际合 作。目前,已分别在北京、东京、首尔召 开了4届三国百货店协会联席会议及事务 局会议,启动了在人才培训、信息交流、 品牌建设以及IT产业等方面的交流合作项 目。

信息平台 实时提供行业相关政策信息和动态资讯, 全面追踪行业发展的热点、焦点、难点, 深入探讨行业智慧和创新之道,是为中国 百货业提供行业专享的高品质交流载体。 中百协网站(定位 于服务中国百货行业的国家级门户网站, 第一时间传递行业、企业动态变化,全面 链接行业信息沟通渠道,形成行业经验成 果分享平台,是协会传播推广,延伸服 务,实现互动的有效途径和直接窗口。


Australian Business Forum » Volume 4 Issue 2

西单商场 享誉京城

于北京市西单北大街 120号的西单商场始建 于1930年,是一家具 有悠久历史、享誉京城、闻名全 国的老 字 号 企 业 , 八 十年 代 的 北京市四大商场之一。改革开放 后,西单商场业绩位居全国商业 企业前列,1986年到2002年( 除1994年、1995年两年停业改 造),连续保持北京零售商业企 业销售第一名。

多年来,西单商场始终以“诚实、务 实、求实”的企业精神和“传承民族商业 文化、引领大众时尚生活”的企业使命不 断创新和发展,先后在本市及外埠发展了 6家门店。目前西单商场是北京首商集团 股份有限公司下属品牌企业,旗下汇集7 家门店,遍布北京、甘肃、四川、新疆等 省市自治区,涵盖百货、超市、名品折扣 等多种业态,形成了立足北京、辐射全国 的发展格局。门店总经营面积22.5万平方 米,2011年销售规模达到30余亿元。

本着顾客第一、信誉第一、质量第 一、服务第一的经营方针,西单商场将“ 引领消费,回报社会”作为企业的使命, 赢得了广大消费者和社会各界的信赖和厚 爱,为社会经济发展和满足消费者日常生 活需求做出了重要贡献。西单商场先后获 得了“中国商业名牌企业”、“中国商业 服务名牌”、“全国百家最大零售商店” 、“全国百家最佳效益商店”、“全国文 明经营先进单位”、“全国重点大商场百 强企业”、“全国贸易企业优秀单位” 、“全国质量管理先进单位”、“全国大 众喜爱的名优企业”等称号,连续14年被 评为“重合同守信誉单位”。2006年,西 单商场荣获北京市第一批“金鼎品牌店” 称号。

中澳高级经理人俱乐部 凝聚中澳企业家力量,促进中澳商业腾飞 在成功的道路上,人际关系网络的重要性不言而喻。中澳高级经理人俱乐部(China Lunch Club)为中澳洲高级经理人提供拓展人脉,互动和交流的独家平台。 中澳高级经理人俱乐部为会员制俱乐部, 将定期以午宴的形式, 特邀商界精英和中澳政府代表 就当前中澳商业热点问题和新机遇进行论坛。会员们不仅可以享受到俱乐部的全方位咨询服 务,还将协助中澳企业家投资、融资与项目接洽

申请加入中澳高级经理人俱乐部-墨尔本,悉尼和上海, 请致电:+61 3 86899898 或



NO.1 瑞典

瑞典王国(The kingdom of Sweden),简称瑞典,是北欧五国面积最大 的国家,面积44.9万平方公里。人口833 万,85%以上的居民居住在工农业发达的南 部和中部,90%为 瑞典人。国王是瑞典教 会的最高权威。

NO.2 加拿大

加拿大位于北美洲的北半部,总面积 997万平方公里,仅次于俄罗斯,是世界第 二大国。人口2900多万,是世界上平均人 口密度最低的国家之一,每3人占有一平方 公里的土地, 加拿大是世界上湖泊最多的 国家之一。加拿大四季分明,一直以来是 华人移民的热门之选。

NO.3 新加坡 素有“花园之城”美称的新加坡是 东 南亚重要的海港国家,国内的经济以商业为 主,以贸易、金融、旅游和航运等支柱行 业,同时新加坡也是国际重要的金融及航空 中心,新加坡的经济发展速度较快,被称为 亚洲四小龙之一。新加坡地理位置优越,相 较于其他欧美国家,新加坡离中国较近,无 时差,便于投资者在中新两地往来。实行双 语及双文化教育,移民子女可享受中西结合 的全球化教育。

NO.4 澳大利亚 澳大利亚是最古老的大陆之一,其面 积为7,682,300平方公里。大陆基岩已经历 了三十多亿年的侵独。澳大利亚位于印度 洋和太平洋之间,它是唯一一个领土覆盖 整个大陆的国家。澳大利亚一直以来都是 华人移民的热门目标地。


Australian Business Forum » Volume 4 Issue 2


BusinessWeek 北京

Melbourne - Sydney - Beijing 2013

澳大利亚-中国商务周2013 感受中澳经济脉动


墨尔本: 2013年7月 悉尼: 2013年9月 北京: 2013年11月

锁定澳-中商务周2013 更多详情,请联系澳大利亚商务论坛: 电话:+61 3 8689 9898 邮件

中澳携手 再造新辉煌


2012年中澳间最值得聆听的商业盛会 第五届澳大利亚-中国商务周2013期待您的参与






Smash Your Competition by Importing Your Products Direct! “In My First 12 Months I Added $100,000 To My Income! and without doing any extra work!!”

Australian Business Forum Offer





You must be frustrated trying to find good information about importing. That’s because successful importers don’t want to give their secrets away... “I have great news for you… We want to give you our secrets!

FREE 30-Day Membership Trial No lock-in contracts FREE Best Selling Book “Importing Essentials – China to Australia” FREE Importing Secrets Video Series FREE 3-day Event tickets

These gifts are worth over $2000 and are FREE to ABF readers for a VERY LIMITED TIME ONLY Simply go to to claim all your FREE GIFTS! 60

Australian Business Forum » Volume 4 Issue 2

Australian Importing Club 1/191 Cheltenham Road. Keysborough. Victoria. 3173 Phone 03 97063356 Email Website


高水准的内容和设计 60页A3全彩铜版纸,国际一流的印刷,北青团队 专业高水准的设计,墨尔本、悉尼、中国三地知 名记者,一线采访,独家供稿。

与众不同的精准投放 中国国际航空公司航线读物、墨尔本皇冠等各大星级酒店、 高档消费场所及写字楼、书报店、餐馆、周末中文学校等都 是我们展示的平台。直接寄到澳洲各界精英人士的手中。

广阔的在线阅读平台 电子版每期覆盖超过20,000网络客户 官方网站

《OBQ东方北京青年周刊》 墨尔本版创刊号 已开始发行 欢迎订阅

《北京青年报》 澳星国际传媒集团 联合出品 OBQ东方北京青年周刊墨尔本编辑部

ADDRESS Suite 3, 15-29 Bank Street, South Melbourne VIC 3205 TEL 03 9608 8288

FAX 03 9608 8200




Australian Business Forum Âť Volume 4 Issue 2

Australian Business Forum Vol 4 Issue 2  

ABF magazine dedicates quarterly coverage to finance, investment, and technology. The magazine also offers special features in each issue in...