Rugby World Cup 2011 boosts export industry in transition
• Export confidence for coming year hits 70%
• NZ exporters diversifying into Asian markets
• Online commerce presents growth opportunities
• NZ exporters considerably more confident than Australian exporters whose confidence is at all time low
Auckland, 1 September 2011:
Despite the Tournament lasting six weeks, Rugby World Cup 2011 is set to give a much-needed boost to the New Zealand
export industry, with the impact felt into 2012 and beyond, says the 2011 DHL New Zealand Export Barometer.
Exchange rates, fuel prices and the Christchurch disasters topped the list of factors that have negatively impacted
exporters in the past 12 months, but New Zealand exporters are positive about the year ahead with 70% saying their
export orders will increase in the coming year.
Phil Corcoran, National Sales Manager – New Zealand, DHL Express says confidence is improving:
“The DHL Export Barometer provides accurate insights into the factors impacting on New Zealand’s export trade. The
export industry has taken a hit due to several factors in the last few years, but there is a slow-burning confidence,
with two thirds believing orders will increase over the next year.”
Rugby World Cup 2011
Corcoran says some of this confidence can be attributed to Rugby World Cup effect:
“Rugby World Cup 2011 has put a bit of energy into the sector, with 40% saying they believe it will have a positive
impact on their business’ bottom line.”
Nine out of ten of those who believe it will have a positive impact say this will continue beyond 2011.
Economic Impact of Asia
Showing the increasing reliance on the Asian markets, those exporting to Korea, China and Taiwan are most confident of
orders increasing over the next 12 months. To prove this, 68% of those surveyed feel orders from Korea will increase
over the next year.
“Australia continues to be the top export destination. China has emerged as another top export destination in 2011
coming in ahead of North America, Europe and the UK for the first time,” says Corcoran.
Corcoran said the exporter community has had a difficult year but online commerce is presenting growth opportunities.
“Half of the exporters surveyed reported an increase in the levels of online commerce they have undertaken in the last
year. Although competition has increased, e-commerce is making it easier for exporters to reach out to a wider market
and will help many businesses react to opportunities in a timely and efficient way,” Mr Corcoran says.
The impact of online commerce on the industry has now been felt to a much greater extent. Social media in particular has
crept up as a big factor, as Corcoran comments:
“Almost a third of New Zealand exporters say they rely on social media for their marketing. This is a huge percentage
when we consider that the export industry is mainly made up of people who haven’t grown up with this technology as the
In comparison, the DHL Australia Export Barometer shows the strong dollar and natural disasters at home and overseas has
significantly dented the confidence of Australian exporters. Corcoran highlights the stark contrast in confidence
between New Zealand and Australia:
“Interestingly, only 48% of Australian exporters expect an increase in orders over the next 12 months, compared to 70%
in New Zealand.”
The annual survey of Australian exporters found that exchange rates are challenging 81% of exporters, affecting their
ability to compete with overseas rivals (72%), the prices they charge (70%), sales revenue (69%) and profit (68%).