MAKING. more inroads in overseas markets. TDC is a pathfinder for Hong Kong. manufacturers, exporters and service

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1 TDC is a pathfinder for Hong Kong manufacturers, exporters and service providers. We map market opportunities, secure Hong Kong s prime position at major overseas trade fairs, help SMEs explore new markets, recruit the right buyers to meet them and provide expert assistance on the ground through our MAKING more inroads in overseas markets overseas offices

2 From day one, nearly 40 years ago, TDC has assisted Hong Kong SMEs to venture deeper into established overseas markets and diversify into new ones. This traditional trade promotion work is strongly activity based. During the year we organised some 140 promotional activities overseas (see a listing of selected events from page 107). More than,000 Hong Kong companies participated. We also worked closely with local and overseas multipliers to organise buyer missions to Hong Kong for customised business matching. Established markets In the mature markets of Western Europe and North America, where many buyers already source from Asia, we stepped up efforts to differentiate Hong Kong merchandise by highlighting reliable quality, stylish designs and adherence to stringent safety standards. We also organised targeted buyers missions to Hong Kong, mostly coinciding with our mega trade fairs. We promoted Hong Kong s capabilities in design and branding as well as its traditional excellence in OEM (original equipment manufacturing) production, while enhancing the image of Hong Kong products through brand showcases. A new promotional concept was the Hong Kong Design Galleria launched at Ambiente, Germany s biggest houseware fair. Emerging markets In addition to China, we focused strongly on emerging markets in other regions. Dubai, with its strong regional trade fairs, was the centre of a hub and spoke strategy for markets across the Middle East. In Central and Eastern Europe we organised sector-specific missions and study tours with targeted Fast facts and highlights TDC organises the largest overseas pavilion at BaselWorld, the world s biggest fair for watches and jewellery. BaselWorld is about competing for the attention of international buyers.,450 Hong Kong companies joined TDC activities in emerging markets (other than China) 514 overseas companies and 87 Hong Kong companies participated in 49 TDC services-sector activities targeting mature markets 5 companies joined services-sector missions to overseas markets 96 companies from emerging markets visited Hong Kong to participate in services-sector activities 19 incoming missions for merchandise trade were welcomed, plus 18 missions covering services 7 seminars were held in Hong Kong to introduce emerging market opportunities to local SMEs Our Hong Kong Design Galleria concept was unveiled at Ambiente, Germany. With the Galleria, we differentiate Hong Kong products through design and branding. business matching. We also appointed a consultant in Prague. In Southeast Asia, we participated in selected regional trade shows. As part of our promotional work in emerging markets, we published supplementary product catalogues in Russian, Spanish and Arabic under the title Hong Kong Delights. To assist with TDC s stepped-up activities in India we established a consultant office in Mumbai.. We also finalised plans to open a regional office in Bangkok to take advantage of Southeast Asia s rebounding markets and strengthened ASEAN China ties. Services promotion We promoted Hong Kong s services mostly by sector. In mature economies, we targeted Japan and the US for logistics and information communication technology (ICT), South Korea for licensing, France for film and entertainment, and Germany and Britain for exhibition services. We also welcomed specific financial-sector missions from Europe, Japan and the US with the aim of promoting Hong Kong as an investment platform for China and a venture capital centre for Asia. In emerging markets, we organised Hong Kong s first-ever services mission to the UAE and Saudi Arabia to promote Hong Kong s financial, real estate and infrastructure sectors. Mapping the way Before taking SMEs to these or other emerging markets, we despatched TDC s trade research economists to analyse and report specific market potential for Hong Kong. Among the reports produced were in-depth studies on the Czech Republic and Thailand. We also organised market intelligence seminars in Hong Kong for local SMEs to hear first-hand from experts on Thailand, Hungary, India and Africa. 4 4

3 Keeping a high profile It is essential for TDC to maintain Hong Kong s high profile at Europe s leading trade fairs, which cover a wide range of industries and sectors. 1. Toys and games developed by Hong Kong companies continue to impress buyers at the Nuremberg Toy Fair.. The Hong Kong Pavilion is a main attraction for buyers at Tendence Lifestyle Fair in Frankfurt We use eye-catching visuals to capture buyer attention. Pictured is the TDC counter at the FATEX international trade show for industrial manufacture of clothing and textiles in Paris. 4. Hong Kong film Isabella won best musical score at Berlinale, one of Europe s most important film festivals. Picture shows (from left to right) Prabda Yoon (writer of Invisible Waves), Mitsuishi Ken (actor of Invisible Waves), Pang Ho Cheung (director of Isabella) Asono Tadanobu (leading actor of Invisible Waves), Christopher Doyle (cinematographer) and TDC Assistant Executive Director Raymond Yip, who promoted Hong Kong FILMART at the festival The Cannes Film Festival is central to TDC s promotional strategy for the film and entertainment sector. Pictured is Assistant Executive Director Raymond Yip (right) with Hong Kong-turned- Hollywood director, John Woo. 6. The world shops for the best information, communication and technology products at the CeBit Fair in Hannover, Germany, where TDC ensures a strong Hong Kong presence

4 Increasing market share The United States remains a key trading partner of Hong Kong. From our regional office in New York, we also maximised opportunities for Hong Kong in Canada, Mexico and South America. 1. TDC s name was in lights at the NASDAQ market, where we were invited to close the December 15 session. Pictured is Regional Director Americas Stephen Wong with NASDAQ Senior Vice-President Stuart Patterson.. We organised a life sciences mission from Canada to Hong Kong, where a Memorandum of Understanding was signed between President of the Hong Kong-based Modernized Chinese Medicine International Association Abraham Chan (right) and President of Ottawa Life Sciences Council Ken Lawless Hong Kong cast its spell at the MAGIC garment trade fair in Las Vegas, where TDC won the Best Show Booth Award for the stand designed by our Creative Department. 4. TDC cultivates contacts in high places. Pictured is our Santiago consultant Alvaro Echeverria (right) with thenincoming President of Chile Michelle Bachele. 5. Electronics are among Hong Kong s key exports to the US, where the Winter CES in Las Vegas is a prime showcase

5 Diversifying markets TDC s emerging market strategy focused strongly on the Middle East. We also explored market potential for Hong Kong in Eastern Europe, India, Southeast Asia and Africa. 1. Council member David Eldon led a high-level TDC mission to Dubai. He is pictured here sharing a lighter moment with the Dubai Government s Director of Information Sheik Hasher Maktoum Juma Al Maktoum and TDC Deputy Executive Director Alan Wong We showcased Hong Kong style and elegance at a gala event during our second Hong Kong in Style product promotion in Dubai.. Secretary for Financial Services and the Treasury Frederick Ma (second left) and Executive Director Fred Lam (right) led a mission to promote Hong Kong s financial services, infrastructure and real estate sectors in the Middle East. They are pictured with Director-General of the Dubai Chamber of Commerce Abdul Rahman G. Al Mutaiwee Council member Andrew Leung led a multi-sector mission to Poland, where they held talks with the Ministry of Economy & Labour in Warsaw. 5. We invite country-specific experts to introduce opportunities to Hong Kong SMEs at seminars in Hong Kong. Pictured is Vice-President of the Clothing Manufacturers Association of India Rahul Mehta. 6. Regional Director Southeast Asia Loretta Wan talks to business executives in Singapore about Hong Kong as a business platform to access opportunities in China

6 1 Innovating and experimenting In sophisticated economies like Japan TDC s challenge is to develop more innovative promotional strategies. In developing economies a crucial first step is to produce Hong Kong product information in local languages. 1. Ahead of our inaugural Hong Kong International Auto Parts Fair next April, we introduced Hong Kong s auto parts manufacturing capabilities at a seminar in Tokyo.. A sure way to promote Hong Kong brands in Japan is to gain TV exposure. We worked with Jupiter, Japan s largest shopping channel, to produce a special Hong Kong programme.. Logistics is a priority sector for promotion in Japan. Pictured (centre) is our Director Japan Shigemi Furuta with a Hong Kong logistics mission to Osaka. 4. We produce Hong Kong sourcing guides for different markets and languages. These Hong Kong Delights supplements feature a wide range of top-quality Hong Kong products