succeed in australia's giftware and homewares market
TRANSCRIPT
Succeed in Australia’s Giftware & Homeware sectors
Joanna OliveraTrade Development Manager, UKTI Australia
March 19, 2015
Presentation Overview UKTI Australia: Joanna Olivera, Trade Development Manager
• General overview of Australia • Trends and Drivers in the Homewares and Giftware Industries • Opportunities • Selling online to Australia • Routes to market • Barriers to entry• Tips for selling online • How can we help?
Julian Gyngell, Solicitor, Kepdowrie Chambers
Q&A session
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An Overview of Australia
• Australia is an island continent and the world’s sixth largest country
• Population - 23 million • All states/territories have separate
governments, sitting under federal government with regulations varying between them
• Largest and most populous cities are Sydney and Melbourne
• Capital city - Canberra
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Why Australia?
•Very similar business, legal and regulatory culture
•1000 UK companies
• Best performing OECD country economically, with good growth prospects
• Sophisticated, literate and multicultural market
• Relatively strong Australian dollar making UK goods and services more affordable comparatively
• Closely linked to fast growing Asia-Pacific nations
Overview of Giftware and Homeware market
• Australian Giftware and Homeware sectors encompass a diverse range of products
• Combined value of AU$6.6 billion and is anticipated to experience growth over the coming years
• Demand for quality, niche and unique products
• Mix of chain stores, independent retailers and selling online directly or through an e-marketplace
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Trends & Drivers
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• Heavily influenced by various
cultures and trends abroad.
• Australians display appetite for international design and products.
• Demand for quality and uniqueness.
• Significant increase in the number of Australian’s purchasing Giftware and Homeware online.
Opportunities for UK Companies
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• UK brands highly recognisable and highly regarded.
• Higher discretionary income increasing consumer spending.
• Australia imports a greater amount of goods than it exports, encouraged by liberal trade policies and low import quotas
• Market is reasonably competitive with consumers constantly seeking new products, new ideas and alternative designs.
• Rise of e-commerce
Homeware
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• Covers a wide range of products from tableware to cooking utensils and linen.
• Australian Homewares industry is valued at AU$1.6 billion.
• Industry primarily made up of a large number of small businesses
• Spurred on by the rise of reality cooking and DIY home decorating shows, there has been a significant increase in the amount of consumer spending on homeware and kitchenware
Giftware
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• Giftware market is diverse and dynamic.
• Giftware industry is currently valued at over AU$5 billion.
• Giftware market is reasonably competitive as consumers are constantly seeking new products.
• Over 75% of Australia’s Giftware market is imported from over 46 different countries.
• Thirst for fresh, niche and innovative products with international flair. Increased with online shopping.
Jewellery, watches and accesssories
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• Australian Jewellery and Watch Retail Sector is valued at AU$4.6 billion and is expected to continue to grow.
• Increase demand for luxury items with high range precious jewellery items representing 30% of the market.
• With rise of gold prices there has been an increased demand for silver jewellery items.
• Steading increase in sales of costume jewellery.
Greeting Cards
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• Australia is the third largest market in the world for greeting cards.
• On average, Australian’s purchase 30 greeting cards per person per annum.
• Australia’s greeting card industry valued at over AU$500 million.
• The UK is the second largest supplier of greeting cards to Australia.
• British cards are highly regarded for their quality and value.
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UKTI Australia
Selling to Australia
Selling Online
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• Australia’s online retail spending totaled AU$14.0 billion in 2014/15.
• Over 17 million Australian’s connected to the internet.
• International online retailing grew by 27% and is expected to continue rising in the Australian market.
• Homewares accounted for 18% of all online sales in 2014.
• Rise of m-commerce.
• Imports of total value less than AU$1000 free of duty and tax.
Routes to Market
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• A number of ways to approach the Australian market:
1. Distributor
2. Agent
3. Selling online directly to consumer or through e-marketplace
Barriers to Entry
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• Barriers to entry are relatively low but competition is high
• Most of the retailers in these industries are small to medium sized
• Some customs restrictions E.g. the importation of wooden or animal products to Australia
Tips for selling online to Australia• Adapt dimensions and measurements
• Credit card and payment mechanisms
• Currencies – display prices in Australian dollars
• Remember not to charge VAT
• Be mindful of seasonality differences
• Be explicit about returns policies
• Provide enough content for a consumer to make an informed decision
• Creation of company social media sites and mobile-friendly e-commerce sites are also vital
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Doing Business in Australia
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• Relatively easy to to business in Australia due to similar business and regulatory environment
• A company must register its business to operate in Australia and then will have an Australian Company Number to have a com.au address
• Goods and Services Tax (GST), at a rate of 10%, applies to most imported goods over a A$1,000 threshold
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UKTI Australia
How we can help?
How can UKTI help your business?
• Carry out in-depth research on the market and research local contacts to your specifications through the Overseas Market Introduction Service(OMIS)
• Put you in touch with our industry partners
• Help you attend trade fairs and missions
• Product launches and PR and marketing support
• Whatever you need to succeed in the market!
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Giftware and Homeware Sector Reports
• A sector report which expands on the topics featured in this presentation is available free of charge from UKTI Australia
• Features opportunities, trends and tips on selling to Australia
• Will provide a background that will allow you to make a reasoned and logical analysis of opportunities and the realistic potential for your product in Australia
Australian Gift and Homewares Association (AGHA)
• Main industry Association for the Homeware and Giftware markets in Australia
• Over 3000 members
• Offers a range of support and assistance for members from advocacy to trade show guidance
• UKTI can assist with advertising in AGHA’s bi-monthly Giftrap magazine
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Contact Details:
Joanna OliveraTrade Development Manager,(Creative Industries, Fashion, Giftware, Homeware and E-Commerce)
UKTI AustraliaBritish Consulate-General, Sydney
Next Presenter:
Julian Gyngell, Solicitor, Kepdowrie Chambers
Exporting to AustraliaExporting to Australia
Julian GyngellJulian GyngellPrincipal, Kepdowrie ChambersPrincipal, Kepdowrie Chambers
IntroductionIntroduction
Setting the SceneSetting the Scene Corporate structuresCorporate structures Distribution and Reseller AgreementsDistribution and Reseller Agreements Intellectual PropertyIntellectual Property Regulatory ComplianceRegulatory Compliance Tax and AccountingTax and Accounting
The Legal LandscapeThe Legal Landscape
Company lawCompany law Contract law Contract law Employment lawEmployment law IP lawIP law Trade practices, competition law, anti-trustTrade practices, competition law, anti-trust Tort (i.e. negligence and misrepresentation)Tort (i.e. negligence and misrepresentation) Privacy, data protectionPrivacy, data protection Product liability and consumer protectionProduct liability and consumer protection Fiscal, income tax, GST, CGT, FBT, withholding tax, stamp duty, Fiscal, income tax, GST, CGT, FBT, withholding tax, stamp duty,
excises and more! Proper advice required!excises and more! Proper advice required!
Corporate Structures - OptionsCorporate Structures - Options
RegistrationRegistration of of “foreign” corporations“foreign” corporations Incorporation of a local companyIncorporation of a local company
independent legal entity, limited liabilityindependent legal entity, limited liability protects (shields) UK assetsprotects (shields) UK assets
Businesses “trading as”Businesses “trading as” unlimited personal liabilityunlimited personal liability
PartnershipsPartnerships joint and several (and unlimited) personal liabilityjoint and several (and unlimited) personal liability
Distributors / Resellers / Agents / RepsDistributors / Resellers / Agents / Reps
Distribution and Reseller Distribution and Reseller Agreements - Checklist IAgreements - Checklist I
ScopeScope Exclusive or non-exclusiveExclusive or non-exclusive Territory (States and regions)Territory (States and regions) TermTerm Trade Channels / Routes to marketTrade Channels / Routes to market
Minimum sales targets or other KPIsMinimum sales targets or other KPIs Marketing Plan and Collateral MaterialsMarketing Plan and Collateral Materials Processes / POs / Invoicing / RefundsProcesses / POs / Invoicing / Refunds Support / Maintenance / TrainingSupport / Maintenance / Training
Distribution and Reseller Distribution and Reseller Agreements – Checklist I IAgreements – Checklist I I
Product liabilityProduct liability InsuranceInsurance Trade mark ownership / Branding / GoodwillTrade mark ownership / Branding / Goodwill Compliance with local lawsCompliance with local laws INCOTERMS / FOB etcINCOTERMS / FOB etc Dispute resolution optionsDispute resolution options Term / Termination / Expiry / ConsequencesTerm / Termination / Expiry / Consequences Jurisdiction / Choice of lawJurisdiction / Choice of law
Intellectual PropertyIntellectual Property
Copyright, trade marks, brands, domain names, Copyright, trade marks, brands, domain names, patents, designs, database rightspatents, designs, database rights
Distinguish the characteristics of, and rights Distinguish the characteristics of, and rights applicable to, each category of IPapplicable to, each category of IP
Due diligence - ownership - non-infringementDue diligence - ownership - non-infringement Proper warranties and indemnitiesProper warranties and indemnities
Compliance ICompliance I
Regulatory authorities where applicable (e.g. Regulatory authorities where applicable (e.g. banking and finance sectors, food and drugs)banking and finance sectors, food and drugs)
Data protection and privacy, securityData protection and privacy, security Labeling and packaging requirementsLabeling and packaging requirements Advertising restrictionsAdvertising restrictions
Compliance IICompliance II
Customs and Excise, export controlsCustoms and Excise, export controls
Trade practices / competition law / anti-trust Trade practices / competition law / anti-trust compliancecompliance
Environmental protection lawsEnvironmental protection laws
Tax and AccountingTax and Accounting
BAS statements (quarterly)BAS statements (quarterly) Fiscal/tax planning opportunitiesFiscal/tax planning opportunities Corporate taxCorporate tax Individual income tax (PAYG)Individual income tax (PAYG) Sales tax, GST 10% (VAT in UK)Sales tax, GST 10% (VAT in UK) Government grants and schemesGovernment grants and schemes
Kepdowrie ChambersKepdowrie Chambers
Julian GyngellJulian GyngellMBL, LLB, Dip IPLMBL, LLB, Dip IPL
TT +61 (0)2 9988 0067+61 (0)2 9988 0067MM +61 (0)403 009 060+61 (0)403 009 060E E [email protected]@kepdowrie.comWW www.kepdowrie.comwww.kepdowrie.comSS kepdowriekepdowrie
Kepdowrie ChambersKepdowrie ChambersPO Box 881, WahroongaPO Box 881, WahroongaN.S.W. 2076N.S.W. 2076AustraliaAustralia
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Q&A Session
Joanna OliveraTrade Development Manager,UKTI AustraliaBritish Consulate-General, SydneyPhone: +61 (0)2 8247 2212Email: [email protected]
Julian GyngellMBL, LLB, Dip IPLKepdowrie Chambers
Phone: +61 (0)2 9988 0067Mobile: +61 (0)403 009 060Email: [email protected]: kepdowrie