Barbara Hilder, Australia's Trade Commissioner in Beijing, says the emerging Chinese market represents an important opportunity for Australian companies. She singles out the areas of fibre optic technology, broadband infrastructure, e-government, e-learning, and high-level enterprise software development as particularly relevant to Australian producers. Nonetheless, she warns against complacency when it comes to tackling Chinese markets.
"The most common mistake companies make is believing they understand the market because they have operated in other parts of Asia," Hilder said. "Here you need to work with a local partner, and you need to get to know them properly. Some people think that China is mythical or different in some way, but you need to do the same background checks as you would in any other country, and make sure you know who you are dealing with."
While much has been made of China's entry into the WTO, Hilder says the nomination of Beijing as hosts of the 2008 Olympic games has lead to increased interest in China on behalf of Australian companies.
"Prior to the Olympics announcement most of the companies who entered China were cautious, they had a fairly good idea of what kinds of difficulties they would be facing," Hilder said. "However, since the announcement there are a lot more Australian companies looking towards China, many of which do not have a sound understanding of the market."
Recognising this Austrade has organised a series of seminars aimed at bringing the Australian business community up to speed with the most recent changes to the Chinese economy and business environment.
