Doing Business with China

Introduction
Will Taylor, Wine Partner, Finlaysons

Where Australia is at in the Chinese wine market and where it is going
Paul van der Lee, Manager, Economics & Policy, Winemakers’ Federation of Australia

Paul has been the Manager, Economics & Policy for WFA since 2008, although previously he had a similar role with WFA from 1994 to 1996. In the interim years, he has been Chief Executive of a medium sized Victorian winery, a board member of the Australian Wine and Brandy Corporation, Export Manager for the South Australian Wine Industry Association and a wine business consultant. Paul will discuss Australia's current position in the Chinese wine market, its future outlook and what we need to do as an industry to take full advantage of the opportunity.

Building a business relationship with a Chinese Distributor
Leonie McKeon, Managing Director/Principal Consultant, Chinese Language and Cultural Advice

Leonie is the founder and Managing Director of Chinese Language and Cultural Advice, a business formed in 1998 to provide Chinese cultural and language services, translations and interpretations, assistance with delegations to Greater China and Chinese business coaching services. Having lived in the Greater China region for several years, her practical 'hands on' experience provides a unique platform to help Australian wineries understand Chinese language and culture. Leonie will deal with practical aspects of developing a business relationship with a Chinese wine distributor, which should ultimately lead to a signed distribution agreement and a rewarding long-term partnership.

Key issues for a contract between an Australian wine producer and their Chinese distributor
Will Taylor, Wine Partner, Finlaysons

Will leads Finlaysons' Wine Group. His practice has, for nearly 20 years now, been focused virtually solely on the wine industry. He has extensive experience acting for large and small participants in the wine industry, in relation to joint ventures, mergers and acquisitions, business structures, capital raising, succession planning and their general commercial activities such as entering into supply, processing and distribution contracts. He has also had his own wine business for the last 14 years. Will's paper will cover the desired content of distribution contracts between Australian wineries and Chinese distributors, taking account of cultural and practical challenges.

Protecting your brand from being 'ripped off' in China
John MacPhail, Intellectual Property Partner, Finlaysons

John is the Head of Finlaysons' Intellectual Property, Technology and Commercialisation practice. He has over 26 years' experience in the IPT&C area, having worked in Sydney, Melbourne and London before joining Finlaysons. John advises a range of clients in the wine industry on the IP aspects of production related technologies, sales, marketing, distribution, exports, joint ventures, labelling and geographical indications. John will cover practical means of dealing with the prospect of copying and counterfeiting brands in China, including 'up front' prevention and 'after the event' cure.

Some more innovative ways of building your wine business in China
Richard Kimber, Managing Partner, RHK Legal

Richard has worked in China for over 17 years, establishing RHK Legal in 2007 to give SMEs in the food and beverage, international trade, shipping and other areas access to prompt and cost effective advice. His practice includes compliance and regulatory advice, international trade issues, shipping, joint ventures, strategic alliances and insurance. This paper will consider whether there are some ways of Australian wineries gaining a competitive edge in China, by doing things a little differently than just entering into a traditional distribution contract with a Chinese importer.