Export
Issue No. 30 - August/September 2006
Japan; Taiwan hungry for Aussie export
International Business Week 2006
Michael Clifton, Austrade representative in Japan, says it's time to reconsider the original Asian tiger. Japan, one of our most important trading partners, has a renewed appetite for Australia's goods - literally.
China dominates export thinking, Michael says, with India close behind. Japan is perceived as a has-been market with serious financial difficulty, but during the past year that situation has changed.
“We are running a campaign to get Japan back on exporters’ radar,” Michael says. “Japan is far and away the most important Australian export market for food and beverage. Perhaps not in the larger picture, but it is still a very important market.
“During the past 10 to 15 years it has ‘flatlined’ a bit, but now Japan is experiencing 3% annual GDP growth and it’s time for a refresher course for Australian companies. We want to erode the idea that it is yesterday’s economy. They should come and talk to us.”
Recently there have been noises in the media that Japan is fearful Chinese demand will deprive it of essential foodstuffs. Michael can’t comment on that, but believes there’s nothing weak about Japanese demand.
Japan has undergone what Michael describes as a “consumer-led recovery” where the Japanese punters understand their national economy has turned a corner. They are ready to spend, and it’s a new group of primary consumers with altered tastes.
“The product mix is more of the same," he says, which is not to say any food product marketed in Australia will slot onto a Japanese supermarket shelf. Unlike Hong Kong, where supermarkets stock a range of items that is generally similar to Australia's, Japan's product mix differs markedly from ours. Traditional Australian food and beverage products find easiest entree at the high-end supermarket level. Beef, wine and fruit juices are recognised sellers and there is a procedure for introducing new products
