Timaru Eniwa

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Presentation
Mr Steve Lyttle
President of the South Canterbury Chamber of
Commerce
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Economic Exchange

• Timaru, New Zealand
• and
• Eniwa, Japan

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Newest Sister City Relationship

• Signing of Formal Sister City relationship
  between Eniwa and Timaru - 13 February 2008
• Delegation from Timaru to visit Eniwa in June for
  counter signing
• Economic exchange formalised in 2006

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How it all begin

• First contact in 2001 - JETRO sponsored Timaru
  Mayor to Eniwa Flower Show
• Contact established with Eniwa Chamber during
  Mayors visit
• President of South Canterbury (Timaru) Chamber of
  Commerce visited Eniwa

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Aoraki Development Trust

• Aoraki Development Trust (ADT) became involved
• ADT is Timaru Districts Business Development
  Agency
• ADT provides Management Services to Timaru
  Chamber of Commerce

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Chamber to Chamber Relationship Established

• Timaru Chamber President visits Eniwa Chamber
  relationship established.
• Chambers with similar values
• Strong Community values
• Strong National values
• Strong International values

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Growing the relationship

• Chambers keen to strengthen ties
• Eniwa Chamber/Business delegation visits Timaru
• Timaru Chamber/Business delegation visits Eniwa
• Scene set to expand relationship

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Student exchange visits

• Chambers fosters Student exchange
• Students from Eniwa visit Timaru
• Students from Timaru visit Eniwa
• Student exchange very successful
• Emphasis on schools, families and community
  during student exchange

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People to People

• Strong personal friendships established
• Commitment to building on the personal
  relationship.
• People to People relationship foundation for
  future.

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Potential for Economic Exchange

• Strong goodwill between Chambers
• Strong friendships between Chamber members.
• As the relationship grew more people developed
  personal friendships

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Growing The Relationship

• Timaru and Eniwa Chambers had a desire to expand
  relationship
• Timaru Chamber and ADT Business delegation visits
  Eniwa
• Eniwa Chamber and Business delegation visit
  Timaru
• Eniwa staff member works in Timaru at Chamber/ADT
  office

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Establishing Economic Exchange

• How could the Chambers foster Economic Exchange
• Could reciprocal shops be established in each
  city
• Was there potential to expand trade beyond the
  two cities

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Business Exchange Visits

• Reciprocal visits to discuss establishment of
  Shops
• Agreement reached
• Product expo held in Timaru for Eniwa delegation
  to select products
• Emphasis on local products and crafts

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Timaru Shop in Eniwa

• Mayor Janie Annear - Mayoral and business
  delegation to Eniwa
• Mayor Janie and City officials have formal
  meeting with Eniwa Mayor
• Discussion about formal Sister City relationship.

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Planning Eniwa Shop in Timaru

• Timaru Chamber and ADT look for location for
  Eniwa Shop
• Initial sight chosen in June 2006
• Planning begins
• Product selection is initiated.

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Export Agent Appointed

• Honey Valley New Zealand Ltd appointed export
  agent for goods sent to Eniwa
• Initial order received from Eniwa
• Honey Valley orders, consolidates and ships goods

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Export documentation

• Honey Valley responsible documentation
• Honey Valley receives payment from Eniwa Chamber
• Honey Valley pays various suppliers in New
  Zealand

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Building the Eniwa Shop

• Building of Timaru shop in Eniwa completed
  September 2006
• Stock arrives in Eniwa October 2006
• Shop completed and stocked October 2006

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Timaru Shop in Eniwa Opens

• October 2006 Timaru Shop opens in Eniwa.
• Timaru Deputy Mayor Ian Bowan Represents Timaru
  District Council
• Timaru Chamber President Steve Lyttle represent
  Chamber

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Initial Products Sent to Eniwa

• Wine
• Juice
• Honey
• Jam
• New Zealand themed souvenir items
• Decorative plates

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Product Selection Eniwa Shop

• Product information received from Eniwa
• Product selection proves difficult
• ADT Staff member visits Eniwa to assist product
  selection

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Eniwa Product Expo

• Eniwa Chamber in conjunction with ADT staff
  arrange product expo in Eniwa
• Timaru Chamber President travels to Eniwa for
  expo
• Sample products and pricing taken back to Timaru

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Eniwa Shop Sight in Timaru

• Sight initially selected no longer available
• New shop sight chosen at local Information Centre
• Products from Eniwa product expo submitted to
  Shop Manager
• Most Items reject as not suitable

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New Products for Eniwa Shop

• Chamber President in conjunction with Shop
  Manager and ATD compile list of potential
  products
• Product information sent to Eniwa
• Eniwa Chamber sends photos of new items along
  with pricing details
• Shop Manager in Timaru selects products

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Eniwa Shop in Timaru

• Eniwa delegation led by Deputy Mayor visits
  Timaru for official opening
• The Eniwa Shop in Timaru opened in May 2007
• Main items are souvenirs
• Product range needs to be expanded

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Freight Consolidation

• Items need be consolidated, packed and shipped
  through one company
• Minimum quantities keep freight rates low
• Order lead times established
• Adequate time to assemble items for shipment.
• Adequate time for sea freight

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Selecting Products

• Formal process for ongoing selection of items for
  shops needs to be established
• Product shelf life minimum two years
• Perishable items purchased from existing importers

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Creating Commercial Trade Opportunities

• Participation at trade shows
• Look for potential importers through Chamber
  network
• Involve Government Trade organisations
• Direct marketing
• Internet marketing

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Commercial Realities

• Not going to be easy to expand trade
• Be patient
• Try different marketing techniques
• Be prepared to try different products
• Accept reality that some products not commercial
  viable
• Try, Try and Try again

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Present Situation Timaru Shop In Eniwa

• Trade is steady
• Successful products limited
• Best products food items
• Honey, Wine, Juice and Jam
• Sales of other items limited
• Perishable products not easy

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Present Situation Eniwa Shop in Timaru

• Trade very poor after nine months trading. 899
  individual items imported only 89 sold
• Product selection not appropriate
• Difficulty finding suitable products
• Lack of population
• Location not best

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Eniwa and Timaru Shops Future

• Eniwa shop in Timaru cant be sustained in
  present format.
• Discussion underway to find better business model
• All options to be considered

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Future Opportunities

• How do we build on the existing commercial
  relationship
• Work exchange opportunities
• Potential to use shops for commercial display.
• Tourism

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People

• The existing relation built through the goodwill
  of people from Eniwa and Timaru
• With continued goodwill we can improve the
  commercial relationship
• Be open to fresh ideas
• Work together to achieve positive outcomes for
  future

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Thank you for the opportunity to make todays
presentation