An ability to adapt to market needs has led to success for Australian companies selling to Hong Kong, according to Christopher Rees, deputy consul general (commercial) and senior trade commissioner for the Australian Trade Commission (Austrade).

Mr Rees says that while Hong Kong’s role as an entrepot to the Chinese mainland is well recognised by Australian companies, many are finding success with Hong Kong as a strong, vibrant market in its own right.

“We are in the same time zone, have something of a shared business background and, having been engaged in Asia for some time, have the ability to communicate and adapt our approach to the Asian environment. This makes Australia a natural partner for Hong Kong.”

One successful market has been tapped by Australia’s food and wine industry, with increasing demand for gourmet products such as quality seafood, notably lobster and abalone. “Lobster is a good index of business confidence and despite the current conditions there is a strong trade in this luxury item, with imports now in excess of pre-crisis 1998 levels,” Mr Rees said.

“Wines sales are doing well, with Australia in second place behind the French in terms of volume and value in Hong Kong. Consumers are realising that Australian wines produce drinkability at a price they can live with. A lot of importers also have relationships with boutique wineries and smaller labels are able to develop a niche following.”

Australian companies are also strong in the hi-tech area with SecureNet helping develop secure e-business solutions for Hong Kong online enterprises including the Hong Kong Shanghai Banking Corporation, while Western Australian firm ERG Transit Systems designed for Hong Kong the world’s showcase transit smartcard, the Octopus System. “The Octopus is an example of the right product for the right market. The fit is good,” Mr Rees said.

Hong Kong is Australia’s second largest market for education services, with a 26 per cent increase in student visas recorded in 2001. The building sector is also strong, with companies such as Leighton Asia, Meinhardt and Barclay Mowlem involved in major rail and tunneling projects, and building innovations from the likes of Stairform and Natform featuring in Hong Kong residential developments. “Again, this comes down to Australian firms tailoring to local needs that gets Australians business.”

Mr Rees said that Australia “has really established itself in Hong Kong, where the message is getting through right across the board that Australia has a lot more to offer than just beef and fish.” He added: “We see a lot of potential for the future.”