Export is at the core of business for ASSA ABLOY New Zealand, with export sales attributing to 32% of overall sales in 2010. With some already well established channels to market, ASSA ABLOY New Zealand’s export team ship around 50 consignments worldwide each month. Exported product is generally marketed under the Interlock brand; it is zinc die cast and assembled at the Auckland manufacturing site.
In this competitive industry, ASSA ABLOY New Zealand has recognized the need to implement a growth strategy, with the export channel heralded as having the highest growth potential. The Interlock brand is recognized in most Asian markets and represents premium quality window and door hardware for residential applications. The Aluminium Windoor and Curtain Wall Expo, which attracts key industry stakeholders from around the world, was a prime opportunity to build on the Interlock reputation and explore new business opportunities in China and abroad.
ASSA ABLOY New Zealand was 1 of 370 exhibitors to descend upon the Guangzhou Poly World Trade Centre for the three consecutive days of 18-20 March. With a 6m x 6m x 6m custom-built stand, a range of Interlock products were put on display.
A small team, consisting of Ken Dick (General Manager), Natasha Chung (Export Co-ordinator) and Joel Bowden (Product Manager), was joined by Interlock distributors from Hong Kong and Thailand to man the stand. Some 200 possible leads were generated from the show, with 10 different companies exhibiting very high potential for new business.
By exhibiting in Guangzhou, ASSA ABLOY New Zealand has been able to build upon the Interlock name, as well as stay on top of industry trends. Now the focus will be on maintaining the momentum from the trade show and ensuring new relationships are formed and nurtured.