From 18th to 28th September 2014, Landmark Harcourts is showcasing Australian agribusiness to China through its Connect with Australia initiative. The 10-day program boasts numerous events in Beijing and Shanghai, each designed to promote Australia to the largest market in the world.
“Connect with Australia is an exciting opportunity for Landmark Harcourts,” said Jason Hellyer, Landmark Harcourt’s Franchise Manager. “We’ll be building on the success of our 2013 China Showcase to provide a strategic approach to getting Australian opportunities in front of potential investors.”
This year’s showcase will target interest in the dairy, protein (beef, sheep, pigs) and viticulture sectors, responding to the particular interests of Chinese investors.
Landmark Harcourts has identified that these agricultural sectors are in highest demand and that many Chinese investors are not seeking to buy outright, but rather looking to establish Joint Venture Partnerships.
“We’ve learnt that, for Chinese investors, size matters – the bigger the better,” explained Jason. “Investor groups are keen to review opportunities to invest in large-scale ongoing operations where funds are needed for farm expansion or development. Most foreign investors prefer to partner with existing landholders rather than going it alone. They simply don’t have the experience or desire to manage farm operations themselves.”
Since entering into a joint venture partnership with a Chinese investor in 2012, Mclaren Vale’s Gemtree Vineyards has tripled its staff, turnover and production, and benefits from a large distribution network in China.
The sale of 4,108-hectare Bobbara Station (near Yass in NSW) to Union Agriculture included the engagement of the existing farm management team.
“Joint Venture Funding has already given many Australian farming enterprises the ability to maintain control of their business, increase scale, productivity and profitability. And it means that future economic benefits remain in Australia,” Jason said.
A key to this year’s program is a high level of collaboration. Landmark Harcourts is partnering closely with AustCham (the China-Australia Chamber of Commerce) and Oz-Town Shanghai (a new centre committed to growing the Australian export market in China).
A number of sponsors including AgScope and The Weekly Times have come on board, recognising the positive media exposure and buzz the program will generate.
Craig Yarrow, Landmark Harcourts General Manager said, “We’ll be making an important statement this year. At the Beijing Autumn Property Expo, we’ll have a professional and prominent stand, clever marketing collateral and a significant range of Australian opportunities for investors to consider. We’ll be joining 240-280 international exhibitors and 40-48,000 visitors, including around 8,000 invitation-only, high net worth visitors.”
“Most importantly, we’ll be offering a full value chain with specialist partners in accounting, law, finance and more. In partnership with Sino-Australia, we’ll be able to provide Chinese investors a streamlined and proven process, responding to their queries and making it much easier for them to make choices and invest. Our previous experience in China tells us that these value-add services are important to investors. They’re keen to understand how their investment in Joint Venture Partnerships will pan out in terms of future management and process.”
Extensive media coverage and on-the-ground promotion will attract business representatives, companies, investors, government officials and influencers to the events. Beijing is China’s political, cultural, and educational centre and headquarters of most of China’s largest state-owned companies. Shanghai is China’s most populated city and one of the fastest developing centres in the world.
“We’ll be deploying new technologies to reach into this huge market,” Craig said. “For example, we’ll be introducing QR code video marketing of our properties in both English and Chinese. Given that video capability is now available on more than 800 million devices throughout China, this will be an important element of our approach.”
“Our partners, Harcourts, will be alongside us, promoting their specialty Australian properties in the residential, development and commercial sectors,” Jason added.
“Harcourts already has an extensive network of branches in China and Hong Kong and we’ll be working together to show Chinese investors the value and opportunities that exist in the broader Australian market.”
From a business perspective, the program provides a platform for Landmark Harcourts to build relationships with key people in China, Australia and other countries, and to create positive brand publicity across multiple mediums. Ultimately, it’s about getting strong results for Australian landholders.
“Our vision is that in the future, Chinese investors will look to key people within Landmark Harcourts when it comes to investing in Australian agricultural assets,” explained Craig. “We have already gained enormous insights into the Chinese investment community and the types of opportunities they are attracted to.”
Connect With Australia is a great opportunity for Landmark Harcourts to learn more about this lucrative market while showcasing the many opportunities to partner and purchase in the Australian agribusiness sector.