The management of an Invercargill chartered accounting firm has set up a new company to help Southland businesses become established in China.

The China business consulting company, Y C Global was set up by Judith Cambridge Chartered Accountants chief executive Xing Dong Yan and director Judith Cambridge.

Last month the company helped its first clients, South Port and Invercargill City Council gain a foothold in the City of Suqian, which is situated in the richest region of China – Shanghai.

"We were approached by South Port and ICC for advice on protocol before the delegation left for China," Ms Cambridge said.

It was important to lay the foundations at all levels in China, particularly at a political level.

It was also important to grow cultural knowledge, marketing the approach of understanding and respect while in the country, she said.

Training included showing clients how to swap business cards and how to conduct themselves socially to show respect to the Chinese community.

Y C Global would help Southland businesses that were ready for the Chinese market, she said.

Yan said the "made in New Zealand" brand was strong in China but he believed it was undervalued in Southland.

While in China he had noticed the European representatives were "hungry and very competitive for business".

The Chinese market was ready for Southland but the problem was many Southland businesses were not ready for China, he said.

"It's our role to build that bridge between the markets."

The pair were going back to China in three weeks with two new Southland businesses in the hope of forming new business partnerships for them in China.

Southland Chamber of Commerce chief executive Richard Hay said of its 230 export forum members, about 11 Southland exporters were trading in China or had an interest in China, while nine others were making enquiries about China.

There were also another nine Southland exporters who indicated they would eventually look at exporting to China in the future.

- © Fairfax NZ News

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