Businesses going global

What are the main challenges facing your business this year?

The vast majority of answers for this question could be grouped into three main categories: attracting talent, securing funding or investment, and adapting to changing technologies including the increase of AI.

When it came to staff businesses, they felt the biggest challenge was getting access to high quality staff and having avenues to recruit staff from. Last year, to support our community in this area, we launched Kea’s Job Platform. This site is specifically designed for businesses looking for people with global skills and experience and is a great way to showcase your role or business to returning Kiwi. If you are struggling to find the right person for your team, keep in mind that lately there has been a growing trend towards hiring people who have additional “softer skills”, such as communication, problem-solving, teamwork, and leadership skills which can make a long-term difference in your team.

Did you know that Kea Connect can work with your business to showcase opportunities for funding and investment? Every eight weeks Kea showcases businesses to our international community – if you would like to be included in these updates please get in touch with us at [email protected].

And finally if it’s technology questions or advice you are looking for, keep an eye on Kea’s event page, where we are working on a series of events where our community will share their thoughts and advice and answer your questions. We have two events coming up soon: our ‘What’s in Store for 2024?’ event and a tech-focused event for International Women’s Day featuring female trailblazers advocating for inclusion in their leadership and industry.

See our upcoming events here.

What are the three key areas you would like the most support in?

The answers to this question often mirrored the above as businesses look for support to navigate challenges ahead. We also had a number of people discuss the difficulty of finding funding specifically for pre-revenue companies especially when your product is not quite ready.

“We would like support to get in front of customers who understand that we are at a prototype stage, and are willing to work with us as we develop the product.”

A number of businesses are also looking for extra support to grow international networks and expand into offshore markets. Our Kea Connect service is the best way for businesses to grow their international networks and, most importantly, it’s free. Kea has a community of more than 800 solvers around the world – experienced Kiwi who are ready and waiting to connect you into key markets and distributors. This year, Kea will also have a focus on events and will be hosting a number of networking events globally which are a great opportunity for our customers to grow their professional networks.

Is there anything else you would like to share?

Many businesses shared their stories with us about the help and support that Kea Connect has given them and also shared their advice on how to get the most out of the service.

“There is a clear ‘best practice’ method to engage Kea Connect to get better outcomes; we had an amazing experience when we engaged last year, and the connections remain valuable today; but the way I empowered and helped to target the connections made a difference.”

“We have just signed up to Kea so we are still understanding how we can utilise all the opportunities. This year we are very focused… so hopefully we will see some good outcomes.”

Thank you to all the businesses who shared their thoughts and advice, please keep an eye out for future surveys.

What are some of the issues you have seen arise with Kiwi businesses and trademarks?

New Zealand businesses too often enter the Chinese market without having properly thought about brand protection – only to discover that their trademarks, branding and name are already owned by a local third party. If a business’s trademark is already registered, the true owner cannot operate under their current trademark. The business will be unable to sell their product under their original branding which means they will need to change it and create a Chinese name, unravelling years of previous marketing work and adding a significant extra cost.

If you have not registered your trademark but realise later down the track that you would like to get your products into China, the first thing to look at is protecting your intellectual property (IP). China is a first-to-file trademark country meaning whoever registers their trademark first becomes the owner, not the party who uses the trademark first. If there is someone that already has your trademark registered, or even something very similar to yours, you will most likely be unable to register yours. Unfortunately for some businesses, there are opportunists in China who search for brands all over the world and register their trademarks to make money. They do this by selling the trademark back to the original owner or by selling cheap products/services under the trademark in China or other parts of Asia.

It’s also important to be aware that as a foreign company, some distributors will offer to help with your trademark registration – this happens often, particularly when the relationship between the business and distributor is good. Distributors can often want to save a small cost and save the hassle, but not all of them understand the process of registering which can be detrimental to the business. It’s important to register under your own name.

How can businesses avoid this problem?

For total peace of mind, you should apply for the registration of your trademark rights in China before meeting with or discussing any business with a potential partner, service provider, distributor or client. It’s crucial to ensure your brand is clear for use in China and to register your trademark.

I have a gin business that I own with two Kiwi business partners. When we launched in 2016, we began investigating trademarking from the very beginning. We first looked at China and then the EU and UK, Canada, US and New Zealand and Australia. So, while we were still in the stage of trialling our products, we already had a view of potential markets.

What does it cost to register a trademark in China?

The registration of a trademark is by classes – there are 45 different classes, but not all of them are relevant. A separate trade mark application must be filed for each class the business wants to obtain protection.

We advise you to register in only relevant classes. For example, a wine company may want to register in class 33 for wine as the main category. Then, you may want to register in other potential classes depending on your strategy such as packaging, advertisement, and online which is becoming more and more relevant with the development of e-commerce in China.

In terms of disbursement, each class is 300 RMB ($60 NZD) and includes 10 items of goods/services. An extra 30 RMB is charged per additional item – it’s not too expensive and is definitely worth doing.

Considering the cost of marketing, brand building and potentially designing new logos and packaging if you find someone else has your trademark, it’s well worth getting in early.

How should businesses go about registering a trademark?

The best thing to do is get good advice. When companies come to us we work to conduct an analysis of the business’s current logo and look at what we call ‘registration risks’ to see what companies are sitting in the same industry or category as the business we are assisting. We then inform the business on anyone that has registered the same or similar trademark and the risk factor that comes with that.

Lately my firm has been collaborating with the New Zealand Business Franchise in China and the New Zealand Business Roundtable (NZBRIC) to build a free system which helps New Zealand businesses navigate the complex world of intellectual property and safeguard their innovations in China with a tailored Trademark Health Report covering the following:

Dilution risk: The harm that a trademark’s reputation and distinctiveness could face if someone uses a similar or identical mark without permission.

Registration risk: If your trademark is not registered in China’s trademark administrative system or if there are already similar registered trademarks that resemble yours, there’s a higher likelihood that your trademark registration application will be rejected.

Infringement risk: How likely you may be challenged for using the mark/logo without trademark registration.

The Trademark Health Report will also provide you information on who in the market is registering identical or similar marks/logos as you, and prior obstacles to your registration. It will also supply you with a comprehensive trademark strategy, countermeasures, and protection advice that is tailored to your business.

Ready to get started? If you would like to use this free service head here to fill out the application form and use the discount code NZBRiCTM1. If you have any further questions about trademarking in China, email [email protected].

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Goodwins is a family-owned full-service real estate agency that has been servicing the Auckland market for 30+ years. Whatever your property investment or sales needs, we have the team, technology and processes to deliver outstanding results.

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Alberts NZ is where culture, community and commerce fuse and where smart businesses thrive. We provide spaces for your team to create, decision-make and delegate. Our global network of clubs means you can work from anywhere.

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Move By Design makes moving a joy. We can take care of the entire process packing, moving, storage, cleaning, move day-management, unpacking and set-up. Auckland based and can facilitate national and international moves.

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Città is a New Zealand design company. We create furniture, lighting, textiles, and accessories to shape living spaces. Our in-house designers collaborate internally and externally, crafting thoughtfully designed products.

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Maxwell Rodgers have an impressive record exporting New Zealand Wool fabrics for the global interiors market. Products appeal to architects and designers working in hotel, cruise, workplace and transportation interiors.

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Wine-Searcher is your go-to resource for everything wine and spirits. A genius shortcut to find and compare prices across merchants, keep up with wine news, and learn wine regions and grapes. In business since 1999 we have offices in both NZ and UK.

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apm specialises in reduced risk property management. Providing quality management services to clients (many are expats) for residential, commercial, body corporate, and holiday home properties.

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Method turns your story into an awe-inspiring, immersive and unforgettable digital experience that engages people with your brand or organisation. We find the right fit for your audience and your engagement.

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Returning to NZ and looking for a business to buy? Contact Michelle Boag from Barker Business Brokers, specialists in buying and selling businesses for discerning clients.

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Oliver Broomfield Mortgage & Insurances can help you accelerate your kiwi home ownership journey, giving access to financial solutions across providers. Whether you’re buying, building or investing, Oliver can help.

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For more information on how to feature your Kiwi owned business or service in the Kea Global Business Directory please visit our information page.

During this 12 day expedition you will join a community of corporate sustainability leaders, CEOs and change makers from across New Zealand and Australia to share ideas and perspectives on tackling one of the biggest problems facing our planet. The expedition will be led by Sir Graeme Henry, Peter Hillary and Australian Actor and Director, Damon Gameau. The aim is to co-create a “Stewardship Manifesto” with a group of incredible global citizens from New Zealand and Australia who can contribute insights and perspectives in the lead up to the expedition and will maintain a connection after the event as they work to combat the effects of climate change in their everyday lives, businesses and communities.

We have the unique opportunity to invite one of our World Class New Zealanders along as a guest of Kea, but would also encourage those in our community who feel passionate about this cause to book a cabin on the World Navigator cruise ship and bring your thoughts and perspectives to the table. World Class New Zealanders receive a special discount if they book through Kea to take part in this expedition.

The expedition will travel through the Drake passage to the South Shetland Islands and includes multiple opportunities to leave the ship (weather permitting) and explore Antarctica’s pristine wilderness. You will also have the opportunity to learn from leading experts about the science and impact of climate change, and attend talks and workshops that delve into the latest research and present innovative solutions to address this urgent challenge.

Antarctica is one of the most remote and pristine environments on Earth, yet it is also one of the most vulnerable to climate change. The melting of glaciers and ice sheets in Antarctica are contributing to rising sea levels, which threatens coastal communities and ecosystems around the world.Travelling to Antarctica to experience the impact firsthand can have a profound impact on a person’s understanding of the urgency of the issue.

This is a unique example of responsible tourism. Antarctica is a government-free land with strict regulations and annual meetings between nations to manage the growing tourism industry, scientific collaborations and environmental threats. While some may argue the truly green course of action is not to go, the journey to Antarctica is justified as long as travellers are aware of the fragility of the polar ecosystems, and consider the other carbon emissions they create in their daily lives. Tourism has an important role to play in creating representatives and ambassadors for this final wilderness.

For a full itinerary and more information on what to expect please visit the voyage of discovery website here

Jeremy’s decision to return home wasn’t prompted by any one big event, rather he says he just knew that the time was right. Working in the luxury consumer goods and retail industry, he decided to finish up his role in London and search for a job in New Zealand once he landed.

“I know some people get really worried about having a job lined up before they come back, but I have always been a big believer of just taking a punt and trusting that it will work out. I think you have to be prepared to just be hungry and hustle and be motivated to find the opportunities.”

And hustle was what Jeremy did, despite not actively seeking a role from the UK he did start reaching out to his networks to get a feel for the current market in New Zealand and discover what opportunities were available.

“I was quite proactive, reaching out to people I knew who were at companies that I’d previously worked for. I was lucky enough to talk to a company I worked for a few years back and they have an opportunity in New Zealand which seems promising. That was a little bit of luck but I think sometimes you make your own luck.”

Jeremy says he has noticed some positive changes in the job market, at least in his industry and he also feels his UK experience is being valued by most of the employers he has spoken to.

“There seems to be more senior opportunities in New Zealand now than there was when Ieft, I think there are more corporations based in New Zealand now, whereas in the past they seemed to be based out of Australia. I have also found the salaries, in my industry at least, to be pretty competitive, the roles I am looking at right now are paying pretty similar to the UK.”

“I think if you do have that offshore experience you want to look for roles with a company that has a global presence or at least an understanding of international markets. That is really where your skills will be valued. I was at a job interview yesterday and the person interviewing me said ‘I think the fact that you’ve worked overseas and you’ve seen how well the brand works there will inspire our team here’ so he was looking at my experience and saying, that attribute, absolutely, to having you on board.”

While it’s still early days, Jeremy says so far he has found the transition back to New Zealand fairly easily, and as someone who loves the outdoors and outdoor activities he’s enjoying the start of the New Zealand summer.

“I think the outdoor lifestyle is as good as it ever was, if not better. Sports like mountain biking or kitesurfing have really grown since I left and the opportunities to get involved and be part of those communities have grown. I still think New Zealand represents probably one of the best places in the world to have easy access to outdoor activities.”

After so long in London, Jeremy says he’s also enjoying New Zealand’s more laid back lifestyle.

“One of the great things about New Zealand is it’s just super easy to sort things out when you get here, like bank accounts, cards etc. Things are just more relaxed. I’ve even found the job interviews to be more relaxed.”

And while he’s glad to be home, at least for now, he is a firm believer that the best things young New Zealanders can do is to travel and work overseas to increase their skills and be able to bring more experience back to New Zealand when they do eventually return.

“The obvious benefit to working overseas is that you are exposed to a much bigger and more competitive market and it just hones your skills a little bit. You gain an understanding of the macro dynamics of different markets and the strategies businesses employ in those markets. You also get to work with more leaders in your field and ultimately that all builds your skill set. I also think it’s important for those people who do return to New Zealand to work with those coming through the ranks to inspire and encourage them.”

“I think New Zealand can be quite isolated and it’s important for people who are motivated and hungry in their career to go offshore and see what’s out there. Life is about experiences. At the end of the day when you get to 65, it’s not about how much money is in your bank, It’s about the memories you’ve made.”

Max Douch, Shanghai.

How long have you lived offshore?
I have been offshore since 2007.

What do you love most about Shanghai?
I love the different cultures here and the ease of getting around.

If someone was coming to visit the area, what are two places you would recommend them to visit and why?
I would recommend the French Concession, because there are some amazing old buildings and
lots of small cafes to sit down and relax. I would also recommend some of the old water towns,
because they have interesting local shops selling products you won’t see downtown.
Watertown’s are also great places to take photos especially during sunset.

What’s the best thing about being a Kiwi offshore?
The best thing about being a kiwi offshore is that people know and love our country. We are
seen as polite and respectful people abroad.

What do you miss the most about New Zealand?
I miss the quiet of New Zealand. I miss being able to walk down to the local reserve and having
a swim in the mountain river during summer time.

What advice would you give to your pre-offshore self/What would you have liked someone to tell you before you travelled?
I would advise anyone thinking about coming to China to find the locals, be it expats of Chinese
residents and find out what apps they use. There are so many good apps that make living in
China so convenient.

How do you remind yourself of home on days when you miss New Zealand? I have many items around my home to remind myself of home from a plush kiwi to coasters with
pictures of camper vans and local birds.

Pauline Autet, Paris

How long have you lived offshore?
I was born in Dijon (France), arrived in Aotearoa as a teenager with my family who moved a lot at the time, and lived there for 12 years before moving back to France in 2016.

What do you love most about the place you’re living in right now?
I love how compact Paris is, because I can get around anywhere on my bike and everything is accessible, unlike other European cities that are more spread out, so it reminds me of Wellington for this reason. Paris is also a well connected city which is important because the fast-paced busy urban life can get overwhelming!

If someone was coming to visit the area what are two places you would recommend them visiting and why?

My first go-to is the Contemporary HUM website, where the Calendar section will tell you what exhibitions to visit if you want to see work by Aotearoa New Zealand artists abroad! You can add a filter by city to know what is on where you are. The Palais de Tokyo has a great programme of contemporary art – Kate Newby was included in Reclaim the Earth in 2022 – and the Centre Pompidou too – with Lisa Reihana and Nandita Kumar presenting work in Cosmopolis #2 in 2020 for example. But there are lots!

What’s the best thing about being a Kiwi offshore?
Being able to connect NZers overseas and their creative projects to an international network – NZ is so much broader than its borders (as the size of the expat community can attest to!), and this makes it very exciting to be in the middle of this wide and intertangled web, including sharing stories of the diaspora through different countries and cultural contexts. Being here and having access to top international art events such as the Venice Biennale and documenta, it is so clear that artists from Aotearoa are in the top level of excellence and achievement, so to work with them to amplify and make visible projects that would otherwise be limited by the small size of the art world at home feels very meaningful.

What do you miss the most about New Zealand?
The best part of my work with Contemporary HUM is that it keeps me connected with the culture and art community from Aotearoa, however I do miss my family and friends a lot and wish (eco-friendly) time travel was a reality!

Zaman Toleafoa, New Jersey

How long have you lived offshore?
I’ve lived offshore for close to twenty years now. Before moving to the US in 2017 with my wife, Kate and three kids, Lulu, Ethan and Mason, we had spent fifteen or so years in London.

What do you love most about the place you’re living in right now?
New Jersey is a hugely underappreciated state (no, really). The schools are excellent, there’s tons of green space and the community we live in is idyllic and inclusive. Whenever friends visit they are always surprised about how “picture postcard” nice our town is. And it’s a 30 minute train ride into downtown New York City to boot. Oh, and no sales tax on clothing and shoes is nice too.

If someone was coming to visit the area what are two places you would recommend them visiting and why?
I’d take them to Arturo’s Pizza, a pizza restaurant in our county, and that is one of the best in the country. I’d then get them in the car and head out to Cape May on the Jersey shore for a couple days. It’s a good beach spot with a bohemian vibe.

What’s the best thing about being a Kiwi offshore?
Kiwis have such a great reputation that people tend to accept you more readily just by saying you’re from New Zealand. It’s also remarkable to see how many New Zealanders are doing well on the world stage across every industry. It punches above its weight in so many fields. Being a rugby snob is fun too.

What do you miss the most about New Zealand?
It’s hard to describe – it’s just a sense of being. The incessant sounds of cicadas in summer. The sudden, cool breeze on the beach on an otherwise sunny summer’s day. The feel of flimsy flip flops in the sand. Traffic jams on the way to the Mount (are they still a thing?). Being a JAFA. Eating a fast-melting mint choc chip ice cream at Mission Bay. Ripping open the newspaper to stop the fish and chips from steaming. I could go on..

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