EPIC NZ Opening the Doors to China

1. EPIC NZOpening the Doors to China Presenter Cameron Zhang from New Zealand New Milk Ltd. 新西兰新牛奶公司

2. New Milk introduction • We are an infant formula OEM manufacture. • Focusing on formulated premium dairy products • Packing format includes 900g, 400g and 200g cans and easy opening sticks NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

3. New Milk introduction • Located in the Airport industrial park • Modern hygienic factory • Efficient equipments NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

4. New Milk introduction • We don’t own brands and don’t marketing in retail markets • We make infant formula products based on client required specification, and packing format • One stop turn key service, including formulation NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

5. Stakeholder Position • MAF & NZFSA • NZTE • NZCTA • CIQ: China Entry-Exit Inspection and Quarantine • Customs • New adventure • Future market • Marco Polo story • Existing clients • Cash cow market NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

6. Government Agencies • CN Govt. Agencies • CIQ: China Entry-Exit Inspection and Quarantine http://en.ciqcid.com/ • Understanding rules and regulations • Be open minded • Find the right partner • NZ China FTA • Competitive tariff vs Non-tariff barriers • E.g. low tariff rates give advantage to NZ products • E.g. testing regulations raise the bar for imports NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

7. Government Agencies • CN Govt. Agencies • Examples and Discussion: • GB standards in diary industry • E.g. one trading company brought products from Europe to China without even considering quarantine and standard issues, the products had been returned (more seriously, it could be destroyed). • Suggestion: • Understand your sector in China • Do enough homework • Finding the correct party to talk to • Always be cautious NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

8. Agencies • NZ Agencies • MAF & NZFSA • Provide manufacturing rules and regulations • NZTE • Different programs to facilitate trade • NZCTA • Large NZ China business memebers • Member events provide market info. and networking opportunities • Valuable experiences to be shared NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

9. Markets • Everyone has its own China story China is not that different from any other business environment • Value for money • Long term relationships • Meeting their supply requirements • Quality • Profits • Target market section • Finding the better trusted corporation partner Passion Hard work Communication I care! • CN Market NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

10. Markets • Some General Points #1 Quality and Premium – Not just a perception #2 Flexibility and able to understand the unique local environment #3 Use your strengths #4 Don’t forget the small talk (cultural) #5 Negotiating Skills #6 Control of your organization in China (WOFE/ Representative Office or JV) #7 Have a robust strategy with many facets #8 Use the NZ resources available #9 Have determination otherwise its hard to last the distance! #10 Differentiate yourself form your competitors by innovation and smarts – Our clients are very entrepreneurial they expect the same from suppliers. • CN Market NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

11. Markets • Challenges: • Attaining legal status to operate, export, import • Understanding cultural differences • Achieving a work life balance while working in China • Completing the work to a quality standard that meets your clients expectation • Being cost competitive with local companies and foreign companies who are well established in China • CN Market NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

12. Markets • Solutions: • Form a WOFE where we have complete control • Use a combination of local on the ground services (accounting, legal) and international firms • Employ Chinese staff who have spent sufficient time in New Zealand to understand New Zealand business thinking, culture and language. (usually tertiary educated in NZ) • Employ local resources and use local suppliers where possible to maintain competitive edge • Offer a unique solution that other competitors can not offer • Work hard, but socialize with the locals so you understand their way of life and thinking • Utilize trade associations (NZTE etc, we have probably not done this enough) • Have a long term outlook and develop long term relationships • CN Market NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

13. Markets • Maintain enough focus on your existing markets and clients • Finding ways to bring your business to the next level from both ways. • Mature Market NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.

14. Thank you for your timeany questions please? NZ NewMilk Ltd. confidential. Do not circulate, quote, reproduce, or distribute without written approval from NewMilk.