DOUBLE THE VISION
THE NEW ZEALAND-GERMAN BUSINESS GUIDE
TENTH EDITION 2016
90 Years of Innovation
www.stihl.co.nz 0800 4 STIHL
CONTENTS // INHALT
SPOTLIGHT ON GERMANY......................................................................6 AMBASSADOR’S FAREWELL ..................................................................8 MARKET ENTRY.....................................................................................10 FREE TRADE AGREEMENT....................................................................12 LIFE SCIENCES .....................................................................................14 AUTOMOTIVE ........................................................................................16 RESEARCH AND DEVELOPMENT..........................................................18 REFUGEE CRISIS ..................................................................................20 ENERGY TRANSITION............................................................................22 DESTINATION GERMANY.......................................................................23 DEMOGRAPHIC CHANGE .....................................................................24 NEUSEELAND AKTUELL........................................................................26 MARKTEINTRITT.....................................................................................28 FREIHANDELSABKOMMEN....................................................................30 INFRASTRUKTUR...................................................................................32 ARBEITS- UND INVESTORENVISA ........................................................33 MEDIZINTECHNIK .................................................................................34 NAHRUNGSQUELLE NEUSEELAND.......................................................36 MĀORI WIRTSCHAFT.............................................................................38 MARINEINDUSTRIE................................................................................40 GESCHÄFTSPRÄSENZ NEUSEELAND...................................................42 BILDUNG ...............................................................................................43 10 YEARS IN SNAPSHOTS / 10 JAHRE IN BILDERN...............................44 MEMBERSHIP DIRECTORY/ MITGLIEDERVERZEICHNIS.......................46
DOUBLE THE VISION || NEW ZEALAND-GERMAN BUSINESS GUIDE
WELCOME // WILLKOMMEN
We are, of course, here to help any company in any sector wanting to do business in either country and have some great success stories in the 30-plus years the organisation has been present in New Zealand.
- Monique Surges
s we go to press, the discussion
A regarding Brexit continues. Results of the first German Chamber regional survey indicate that German companies plan to cut both investment and jobs in Britain if that country presses ahead with plans to leave the European Union after the vote in favour of exiting. More than a third of German companies with operations in Britain will reduce their investment there if London implements the Brexit vote, while 26 per cent will cut their British workforces.
As a bilateral chamber we are pleased that trade between Germany and New Zealand is going from strength to strength and we see further opportunities developing for both sides particularly in sectors such as healthcare, e-mobility and construction. We have also noted a growing interest on the New Zealand side to take on the ever-increasing number of young Germans seeking internships to further their English and work experience.
We are, of course, here to help any company in any sector wanting to do business in either country and have some great success stories in the 30-plus years the organisation has been present in New Zealand. ‘We make our customers’ businesses grow!’
With this our 10th edition of Double The Vision, we have covered a wide number of areas and hope there is plenty for you to read, learn and enjoy.
Chief Executive Officer / Geschäftsführerin New Zealand German Business Association Inc.
ei Redaktionsschluss lief die Brexit-
B Diskussion weiter. Ergebnisse der ersten regionalen Umfrage des Deutschen Industrie- und Handelskammertages zeigen, dass deutsche Unternehmen vorhaben, sowohl Investitionen als auch Arbeitsplätze in Großbritannien zu kürzen, wenn das Land das Verfahren zum EU-Austritt in Gang setzt. Mehr als ein Drittel der deutschen Unternehmen mit Niederlassungen in Großbritannien haben vor, ihre Investitionen dort einzuschränken, wenn London die Brexit Entscheidung umsetzt, während 26 Prozent beabsichtigen, ihre britischen Mitarbeiterzahlen reduzieren.
Als bilaterale Kammer freuen wir uns, dass sich der Handel zwischen Deutschland und Neuseeland immer besser entwickelt. Wir sehen für beide Seiten Möglichkeiten der Weiterentwicklung, insbesondere im Gesundheitswesen, der E-Mobilität und der Bauindustrie. Zudem beobachten wir von neuseeländischer Seite aus ein verstärktes Interesse an der Beschäftigung von jungen Deutschen, die zunehmend Praktika absolvieren möchten, um ihre Englischkenntnisse zu verbessern und Arbeitserfahrungen zu sammeln.
Wir sind selbstverständlich bereit, jedem Unternehmen in jedem Sektor mit geschäftlichem Interesse an Neuseeland oder Deutschland behilflich zu sein. Es gibt mehrere bedeutende Erfolgsgeschichten aus den mehr als 30 Jahren, in denen unsere Organisation in Neuseeland agiert. „Wir steigern die Geschäftsaktivitäten unserer Kunden!”
Mit dieser unserer 10. Ausgabe von Double the Vision haben wir eine breite Palette von Bereichen abgedeckt und hoffen, dass Sie viel zu lesen, zu lernen und zu genießen haben.
DOUBLE THE VISION
PUBLISHED BY New Zealand-German Business Association Inc. 188 Quay Street Auckland 1010 Ph. +64 9 304 0120 www.germantrade.co.nz
CHIEF EXECUTIVE OFFICER Monique Surges Ph. +64 9 304 0120 Email: firstname.lastname@example.org
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DESIGN/PRODUCTION PIXELS&LIGHT - Jaimée Clapham Email: firstname.lastname@example.org www.pixelsandlight.co.nz
CONTRIBUTORS Lisa Michelbrink, Anne Schettler, Education New Zealand, Embassy of the Federal Republic of Germany in Wellington, Germany Trade & Invest
PROOFREADERS Tina Kosleck, Monique Surges
MEMBERSHIP DIRECTORY Thomas Friedrich Ph. +64 9 304 0700
ADVERTISING SALES MANAGER Sandy Motion Ph. +64 9 304 0120 Email: email@example.com
PRINT Nicholson Print Solutions Auckland, New Zealand FSC accredited printer
©2016 The New Zealand German Business Association Inc. Disclaimer: While the New Zealand German Business Association Inc. has verified the information in this document, we make no representation as to the completeness, correctness, currency, accuracy of fitness for any purpose of the information. While every effort has been made to ensure accuracy, the publisher is not responsible for any damage or loss suffered by any person arising from the information contained in this document. Views expressed in Double the Vision are not necessarily those of the NZGBA.
4 DOUBLE THE VISION || NEW ZEALAND-GERMAN BUSINESS GUIDE
Photo: GNTB/Rainer Kiedrowski
GERMANY // DEUTSCHLAND
New Leipzig Trade Fair Centre. Photo: GNTB/Andreas Schmidt
n 2015, Germany’s economy experienced continued
I growth above its average of the last decade and slightly above estimated potential. Gross domestic product
(GDP) rose by 1.7%, in line with predictions and with the
Eurozone average of approximately 1.6%. Germany remains
Europe’s largest and the world’s fourth largest economy.
Germany’s export and import levels were at an all-time high in 2015. Exports were particularly strong compared to 2014, with a 6.4% increase. Germany’s foreign trade balance also boasted the highest value ever recorded, at EUR 247.8 billion. In 2015, Germany was the third largest exporter in the world and had the world’s largest surplus economy. The weak Euro helped boost exports outside the Eurozone, but the fall in growth in many emerging economies slowed exports in the second half of the calendar year.
Germany’s top three exports in 2015 were vehicles, machinery and chemical goods. Exports continue to be driven by small and medium-sized enterprises (SMEs), which 99.6% of companies in Germany are defined as. On the downside, the number of new start-ups declined, with 763,000 new companies founded in 2015, a decrease of 17% year on year. This is especially dire considering that 301,740 companies went into liquidation in 2015. The decline is largely due to record employment figures, making self-employment less attractive. On the upside, a reasonable proportion of women have been founding businesses since 2013, at 43% and every fifth founder in Germany has foreign roots, which could signal an increase in companies being founded, depending on how well refugees are integrated in the coming years.
The domestic economy, predominantly consumer spending, was a significant factor in supporting economic growth.
ECONOMIC INDICATORS 2015
Population in million 80.9
GDP in billion EUR 3,029.9
GDP growth 1.7%
Number of companies in million 3.7
Unemployment rate 6.4%
Consumer Price Index inflation 0.23%
Exports in billion EUR 1,198.3
Imports in billion EUR 946.5
Several causes combined to boost consumer confidence. Firstly, low interest rates continued to motivate consumers to spend rather than save. Lower energy prices, than in previous years, translated into households having more disposable income. Furthermore, unemployment was at the lowest point it has been since reunification in 1990, as well as being the lowest within the European Union, with an average of 43 million people in gainful employment. Finally, the introduction of the minimum wage in January 2015 increased the spending power of those on low incomes.
Public sector finances also contributed towards advancing the German economy in 2015, with a 2.8% increase in expenditure from 2014. With figures in the black at EUR 16.4 billion or 0.5% of GDP, the public sector budget was close-to-balance for the fourth year in succession. This is particularly impressive in light of the fact that one million refugees sought asylum in Germany
6 DOUBLE THE VISION || NEW ZEALAND-GERMAN BUSINESS GUIDE
Mainz: outside the State Museum Photo: GNTB/Landeshauptstadt Mainz
last year. The Federal Government is performing a balancing act, by attempting to reduce the influx, without putting the right to seek asylum into question. However, providing for refugees isn’t simply a drain on resources, despite the enormous challenges it poses – this public spending, for example on food and shelter, is playing its part in boosting the economy. Benefits, for example in the form of living costs, are not included in calculations of public expenditure but are reflected in private consumer spending. The same goes for the expenditure of refugee charities. In the longterm, successfully integrating refugees into the labour market will also help alleviate but not reverse the drop in Germany’s total labour forces, the consequence of demographic change. Federal Chancellor Angela Merkel believes that ‘we are a strong country, we are a prosperous society, and we have the power to help.’
The services sector had the biggest share of Germany’s GDP in 2015, accounting for almost 70%. A good 80% of all companies operate in this sector and it accounts for three quarters of all jobs. Manufacturing held a quarter of GDP and grew by 2.2%, while construction made up 4.7% and shrank by 0.2 %, after a strong increase in 2014. The automotive industry remained the largest industry sector in Germany. It listed a turnover of EUR 404 billion in 2015, around 20% of total German industry revenue and up from its record-breaking turnover of EUR 367.9 billion in 2014. In light of Volkswagen’s emissions scandal, which broke in September 2015, in all likelihood those numbers cannot be beaten in 2016.
66,889 applications for patent protection were filed with the German Patent and Trademark Office in 2015, up by 1.4% from 2014. Many of these came from the electrical and electronic engineering industry, which can be applied in sectors such as medical technology and renewable energies and is regarded as highly innovative.
We are a strong country, we are a prosperous society, and we have the power to help. - Federal Chancellor Angela Merkel
Is it all too good to last? Germany’s reliance on exports also relies on prosperity in its export markets. The United Kingdom was Germany’s third largest trading partner for exports in 2015, so its exit from the European Union is likely to have an impact. However, the Federal Ministry for Economic Affairs and Energy currently sees no need to change its growth forecast for this year. The long-term effect remains to be seen. ●
Sources: Federal Ministry for Economic Affairs and Energy; Federal Office for Statistics; Organisation
for Economic Co-operation and Development; World Trade Organisation; Facts About Germany;
Federation of German Industries; SPIEGEL; Ifo; Reuters; Statista; KfW; DPMA
GERMANY // DEUTSCHLAND
Dr Anne-Marie Schleich bids New Zealand farewell
Berlin: the dome of the Reichstag. Photo: GNTB/Hans Peter Merten
fter four years as the German Ambassador to
A New Zealand, Samoa, Fiji, Kiribati, Tonga, Tuvalu and the Cook Islands, Dr Anne-Marie Schleich
bid New Zealand farewell at the end of June.
She would like to take this opportunity to say thank you
and to share some personal thoughts on her posting
to New Zealand.
It has been an absolute privilege for me to serve as Germany´s Ambassador to New Zealand and to Samoa, Fiji, Kiribati, Tonga, Tuvalu and the Cook Islands. Right from the start, I experienced the vibrant and diverse relationship that New Zealand and Germany enjoy. When I arrived in August 2012, New Zealand was on everyone’s lips in Germany as that year’s Guest of Honour at the prestigious Frankfurt Book Fair. The New Zealand pavilion broke all previous Guest of Honour attendance records with more than 90,000 people visiting the pavilion during the opening weekend. The cultural exchange between our two countries has remained an important part of our bilateral collaboration throughout my term here. Last year we had another German Film Festival in a number of New Zealand cities and just a couple of months ago we welcomed the world famous Pina Bausch dance company’s performance at the New Zealand Festival.
Despite the geographical distance between us, there are only a few countries in the world that are in accord in so many fields as New Zealand and Germany. Consequently, the bilateral political dialogue has intensified on many different levels during the last couple of years. The diplomatic highlight during my tenure was the visit of the German Chancellor, Dr Angela Merkel, to New Zealand in 2014. That visit brought out clearly the many shared values of our two countries. Contacts have greatly increased since and will reach yet another high point
with the planned visit to New Zealand of the Speaker of the German Bundestag, Dr Norbert Lammert, in October this year.
Relations between Germany and New Zealand have never been stronger than today. As an example, Germans today are ranked sixth amongst visitors coming to New Zealand (90,000), staying on average 52 days. Last year almost 14,000 young Germans travelled to New Zealand under the working holiday scheme. In 2016, the German Major was re-established at the University of Canterbury, with six universities throughout New Zealand now offering this qualification.
In the economic sector, Germany is New Zealand’s second most important trading partner in Europe and its seventh largest bilateral trading partner worldwide. In spite of a difficult economic environment worldwide, bilateral trade in goods again reached more than NZD 3.1 billion in 2015. We have also seen a considerable increase in direct German investments in New Zealand, now standing at NZD 952 million. There are clear indications of growth in economic relations between our two countries. And that is even without having concluded an EU-NZ Free Trade Agreement. It is hard to imagine how much more bilateral trade will flourish when negotiations on an FTA, which have just begun, are finally concluded.
Alongside our political, economic and cultural relations, our cooperation in sciences is outstanding. Germany is one of New Zealand’s top international partners in science and technology. I have taken a personal interest in seeing that this partnership grows. Next year will see the 40th anniversary of our Bilateral Science and Technology Cooperation Agreement that has resulted in over 200 German scientists working on joint research projects in New Zealand and approx. 2,600 German students studying at New Zealand universities. Every fifth New Zealand scientist is cooperating with a German
8 DOUBLE THE VISION || NEW ZEALAND-GERMAN BUSINESS GUIDE
Despite the geographical distance between us, there are only a few countries in the world that are in accord in so many fields as New Zealand and Germany. - Dr Anne Marie Schleich
counterpart. The variety and depth of these science relations could be seen when the German RV SONNE, one of the most sophisticated science vessels in the world, visited Wellington earlier this year to carry out several months of research into the New Zealand marine environment. Science and Innovation Minister Steven Joyce toured the ship and was impressed by its facilities and multi-disciplinary mission involving quite a number of NZ researchers. A well-attended science circle event on board the ship reflected a decade-long intense NZ-German collaboration that will see its continuation when the ship returns to Auckland several times during 2017.
My Embassy’s Consular team and the two Honorary Consuls in Auckland and Christchurch and their staff have continued to assist the approx. 35,000 German citizens in New Zealand. Over the centuries the constant flow of skilled German migrants, experts, craftsmen, and businessmen have contributed significantly to making New Zealand prosper.
I have very much enjoyed my time in New Zealand. The stunning beauty of your countryside and the kindness of your people made it very easy for me to settle in. My husband and I also very much appreciated the easy going Kiwi lifestyle. I would like to convey my sincere thanks to all of you in New Zealand who have made my posting here such an enriching experience. I especially want to acknowledge our excellent collaboration with the NZGBA and the members of the NZGBA Board, its president Erich Bachmann and Chief Executive Officer Monique Surges and her team. They have continued to make a very significant contribution to trade and investment.
Dr Anne-Marie Schleich.
Serving as the German Ambassador to New Zealand has been a great pleasure which will provide me with fond memories. I am sure the relationship between New Zealand and Germany will continue to thrive. When I leave in a few weeks, I will be leaving many friends behind. And I know you will welcome the new German Ambassador to New Zealand, Mr Gerhard Thiedemann, as warmly as you welcomed me four years ago.
With all good wishes, thank you, Danke and e noho rā! ●
Dr Anne-Marie Schleich German Ambassador to New Zealand
GERMANY // DEUTSCHLAND
MARKET ENTRY GERMANY: ICEBREAKER
Germany becomes Kiwi brand’s largest single European market
cebreaker is a privately held outdoor,
I technical sports and lifestyle clothing designer and manufacturer headquartered in Auckland, New Zealand, that pioneered merino wool apparel in the outdoor industry. It was founded in 1994 by Jeremy Moon and now supplies product to 5,000 stores in 50 countries. The company began by specialising in the production of merino base layer underwear and now has a range including mid-layers, baselayers, underwear, outerwear, socks and accessories for men, women and children.
Icebreaker has re-invented itself as a multi-channel integrated business with company-branded retail stores, wholesale customers and eCommerce. The brand is committed to a business model that doesn’t put profits ahead of the environment and is seeking to double sales within the next five years through retail growth and global expansion.
The company has seven global offices across New Zealand, Canada, USA and Europe and has been the subject of two case studies by Harvard Business School. In 2009 The New Zealand Herald named Icebreaker’s Moon one of the country’s top business leaders.
Interview with Jeremy Moon,
Founder of Icebreaker:
How does Icebreaker benefit from being in Germany? Icebreaker was born in 1995 with the purpose of bringing premium natural
performance products to the outdoor market. At the time, outdoor clothing was synthetic, made from petrochemicals. We started our European business in 2000, initially in Switzerland and Benelux. Within five years, we had a thriving business in Europe, and in 2008 we established our European headquarters in Starnberg, just out of Munich. Germany was chosen for a head office after Germany became our largest single European market, and the Germanic countries including Austria and Switzerland are over half our total European business, so it was a natural place to be based.
Were there any challenges in opening the German office? We found a strong General Manager who was German, who ran the process for us. He chose the location and built the core team. Bavaria is a great place to run an outdoor business, as there is a rich talent pool, and people see it as an attractive place to move their families, especially Starnberg being so close to the mountains, the lake and commutable from Munich. The main challenge was choosing where to have a European hub, because every region had its biases and its prejudices, given the history of Europe. On balance, Germany was seen as the strongest place to be based, and in hindsight, it was absolutely the right thing for us to do.
How do German customers differ from New Zealand customers? In New Zealand, Icebreaker is part of the fabric of society. It embodies what it is to
be a New Zealander – a deep connection to nature, adventure and the environment. We sewed together the founding myths of New Zealand – an agricultural background, a relentless focus on innovation and an ability to connect with the world. While New Zealand is culturally very different from Germany, we do find there is a strong similarity in values. Our German customers are very environmentally aware, appreciate quality, respect innovation and will pay for a premium product for a premium price without question. We find that while cultures divide, values unite, and it is this which has made Icebreaker successful across the 44 countries that we now sell into.
What are Icebreaker’s key achievements in Germany? For many of our customers, we are now the Number 1 base layer brand in their store and have displaced synthetic brands. Our German consumers just love the fact that Icebreaker feels silky soft, regulates your temperature, works in harmony with your body, doesn’t hold odour, and keeps you dry using nature-based as opposed to purely plastic synthetic technologies. We have a full service offering that totally suits the German outdoor lifestyle and aesthetic. We are very proud of the fact that we now sell as much product in Germany as we do in our home market of New Zealand, and we see this trend strengthening as Germany eventually overtakes even the high demand levels of our home market. This is very humbling for a New Zealand business, and makes me feel very proud. ●
10 DOUBLE THE VISION || NEW ZEALAND-GERMAN BUSINESS GUIDE
MARKET ENTRY NEW ZEALAND: BAYWA
Establishing a strong position in the southern hemisphere
subsidiary T&G has helped to not only tap into the New Zealand market, but also gain access to North America, Australia and Asia through its network of trade partnerships. The New Zealand-based company also opens doors to additional sales opportunities for German fruit in previously untapped, high-growth markets.
ayWa AG was established in 1923
B and is based in Munich, Germany. Through consistent growth and the
continual expansion of its scope
of services, BayWa has grown from its
humble beginnings as an agricultural
cooperative into one of the world’s
leading trade, services and logistics
companies. While its main focus remains
in Europe, BayWa has built up an
international business network on all
continents – whether in the United States,
New Zealand, Argentina or Thailand.
The BayWa Group’s business activities are
divided into three segments – Agriculture,
Energy – including the Renewable Energy
business sector – and Building Materials.
BayWa’s fruit business has grown exponentially over the past few years. In Germany, BayWa Obst GmbH is the largest pome fruit supplier to the domestic market. In 2012, BayWa became an international player through its acquisition of T&G Global
Limited, the leading fruit trader in New Zealand and a major supplier to the Asian and South American markets. In 2016, BayWa further enriched its fruit activities by acquiring TFC, a tropical fruit trading company in the Netherlands.
Interview with Klaus Josef Lutz,
CEO BayWa AG:
How does BayWa benefit from being in New Zealand? In Germany, BayWa is one of the leading providers of pome fruit to wholesalers and retailers in the food industry, having retained its position as the largest single supplier of both conventional and organic pome fruit to the domestic market for many years. It was therefore a logical strategic move to establish an equally strong position in the southern hemisphere in order to be able to offer an attractive range of fruit to our customers year-round. Our
What are BayWa’s key achievements in New Zealand? One milestone has certainly been the consolidation of the third-largest apple producer in New Zealand, Apollo Apples. With Apollo, the BayWa Group has increased its share in New Zealand apple exports to approximately 35%. The fruit market is continuously growing and we, as a fruit trader, need to grow with it.
What are BayWa’s future goals? BayWa’s growth prospects are located in the international markets of the future. This is why internationalisation and the development of new business areas and product lines are at the heart of our strategy. For example, we recently opened a T&G Global Limited subsidiary in Shanghai to step up trade with China. Through new offices such as this one, we get access to new markets to further promote excellent New Zealand products. ●
ACHIEVING GROWTH & EXPANSION IN AN EVER-CHANGING BUSINESS WORLD
Growth continues to be our driving factor supported by continued excellence in service to our customers.
As we grow, we must continually challenge ourselves. The business world we now live in is changing at a rapid rate, where traditional and a measured approach to growth often just simply isn’t enough.
The words Optimisation, Automation, Paperless, Process Improvement, Environmental and Lean Management are all now part of businesses psyche and everyday language. So if everyone is doing the same, growth can only come from our ability to deliver beyond customers’ expectations, beyond the traditional square box approach.
At DBSCHENKER we work in close partnership with our customers to truly understand their needs and key drivers delivering a truly integrated solution, offering stability
DB Schenker has commenced the construction of their new 7000m2, high stud leading edge Logistics Facility, symbolising our on-going commitment to the NZ market. Due to
be delivered in Q1 2017. - Mark Harrison, Director Schenker (NZ) Ltd
and efficiencies to the bottom line gives confidence to our customers now and into the future. Our value adds include: outsourcing, insourcing, openbook, costdown, facility redesign, SWOT, IT tailoring, process VSM, lean mapping.
In Q4 2015, DBSCHENKER commences the construction of their new 7000m2, high stud leading edge Logistics Facility, symbolising our on-going commitment to the NZ market.
National Sales Manager: Joseph Fulop Telephone: (09) 255 2853 Email: firstname.lastname@example.org Website: www.dbschenker.co.nz
DOUBLE THE VISION || NEW ZEALAND-GERMAN BUSINESS GUIDE
GERMANY // DEUTSCHLAND
New Zealand and EU to launch negotiations
Foto: Chris Sisarich
Photo: Joseph Kelly
odd McClay, New Zealand’s Trade Minister recently
T remarked, ‘The European Union (EU) is the notable missing link in our network of Free Trade Agreements with our major trading partners and it is a big missing link, with
is access for consumers to a wider variety of competitively priced products and services, and access for manufacturers to high quality, competitively priced components. The flipside to this is increasing competition in some EU industries that are already
total GDP of more than NZD 20 trillion.’ Indeed, New Zealand
under pressure to compete within the EU marketplace, let alone
is one of only six World Trade Organisation members without a
internationally—agriculture being a key example. On the other
preferential trade arrangement into the EU either in place or under hand, with domestic demand low due to high unemployment and
negotiation, despite the EU being its third largest trading partner. debt, access to non-EU markets could help EU producers diversify
That is likely to change: in October of last year, New Zealand and and lift the economic crisis.
the EU started the process towards negotiations on a Free Trade
New Zealand mainly exports meat and dairy products to
Agreement (FTA). This initial process is expected to last 12-18
Germany, as well as wool, while Germany primarily supplies
months and includes steps such as defining the scope and overall
vehicles and machinery. Tariff barriers between the EU and New
approach to negotiations, as well as seeking authorisation. The FTA Zealand are already low, so negotiations will probably primarily
negotiations themselves are currently estimated to launch in early
focus on decreasing non-tariff barriers: by incorporating regulation
2017 and are likely to take about two years to complete.
and streamlining trade, services, and public procurement.
Although Britain has now voted to leave the EU, Prime Minister
Another point of interest is New Zealand’s strong track record
John Key has indicated ‘We remain committed to the launch of
of negotiating high quality FTAs. From an EU perspective, an
formal negotiations on an EU FTA, and will be working with the UK
EU-New Zealand FTA should advantageously set the bar high in
as they go through the process of leaving the EU to put in place new other ongoing negotiations and in ‘upgrading’ previous FTAs. The
EU-New Zealand FTA could also help pave the way for Europe into
Current trade figures particularly demonstrate the importance of
Asian markets and regions, building on New Zealand’s connections
12 the EU as a market for New Zealand, but the benefits of a successful
bilateral FTA are attractive for both sides. The most obvious result
and experience. ●
Sources: European Commission; Ministry of Foreign Affairs and Trade; Statistics New Zealand.
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Neuseeland und EU leiten Verhandlungen ein
ie Europäische Union ist ein fehlendes Bindeglied in
Dunserem Netzwerk von Freihandelsabkommen mit unseren wichtigsten Handelspartnern und ein beträchtliches „ fehlendes Bindeglied mit einem Bruttoinlandsprodukt von
über 20 Bill. NZD”, verkündete Neuseelands Handelsminister
Todd McClay kürzlich. In der Tat ist Neuseeland eines von nur
sechs Mitgliedern der Welthandelsorganisation, die mit der
EU kein Präferenzhandelsabkommen haben, weder bestehend
noch in Verhandlung. Und das, obwohl die EU der drittgrößte
Handelspartner Neuseelands ist.
Allem Anschein nach wird sich das aber bald ändern: Im Oktober vergangenen Jahres leiteten Neuseeland und die EU das Verfahren zur Aufnahme von Verhandlungen über ein Freihandelsabkommen ein. Dieses Verfahren soll voraussichtlich 12 bis 18 Monate dauern. Es umfasst die Definition des Umfangsund Gesamtkonzepts für die Verhandlungen sowie die jeweiligen Zustimmungen. Die Freihandelsabkommen-Verhandlungen werden nach Schätzungen des neuseeländischen Ministeriums für Handel und Außenpolitik dann Anfang 2017 beginnen und voraussichtlich circa zwei Jahre in Anspruch nehmen.
Obwohl das Vereinigte Königreich nun beschlossen hat, die EU zu verlassen, bleibt Neuseeland am Ball. „Wir engagieren uns weiterhin dafür, offizielle Verhandlungen über ein EUFreihandelsabkommen einzuleiten. Während des Ausstiegs des Vereinigten Königreichs aus der EU werden wir mit ihnen zusammenarbeiten, um ein neues Handelsabkommen einzuführen”, so Premierminister John Key.
Auch wenn aktuelle Handelszahlen insbesondere auf die Bedeutung des EU-Marktes für Neuseeland hinweisen, sind die Vorteile eines erfolgreichen bilateralen Freihandelsabkommens doch für beide Seiten attraktiv. Das auffallendste Ergebnis für Verbraucher wäre der Zugang zu einer größeren Vielfalt preisgünstiger Produkte und Dienstleistungen. Hersteller könnten von der Verfügbarkeit qualitativ hochwertiger Komponenten zu konkurrenzfähigen Preisen profitieren. Die Kehrseite hierbei ist der zunehmende Wettbewerb in EU-Industrien, die bereits Schwierigkeiten haben, im EU-Markt, geschweige denn international, zu bestehen. Die Landwirtschaft ist hierfür das beste Beispiel. Andererseits könnte der Zugang zu Märkten außerhalb der EU für EU-Erzeuger, die aufgrund hoher Arbeitslosigkeit und Schulden eine niedrige Binnennachfrage haben, ein großer Vorteil sein. Dies könnte zur Diversifikation beisteuern und letztendlich zur Behebung der Euro-Krise beitragen.
Nach Deutschland exportiert Neuseeland hauptsächlich Fleisch- und Molkereiprodukte sowie Wolle. Die Bundesrepublik liefert vor allem Fahrzeuge, Maschinen und Arzneiwaren an den pazifischen Inselstaat. Handelshemmnisse durch Zölle zwischen der EU und Neuseeland sind bereits niedrig, folglich werden sich die Verhandlungen wahrscheinlich in erster Linie auf die Vereinheitlichung von Verordnungen sowie die Rationalisierung von Dienstleistungen, Handel und der öffentlichen Auftragsvergabe konzentrieren.
Ein weiterer interessanter Punkt ist die Erfolgsgeschichte Neuseelands bei Verhandlungen solider Freihandelsabkommen. Aus Sicht der EU sollte ein Freihandelsabkommen mit Neuseeland die Messlatte für andere laufende Verhandlungen und für die Aufbereitung vorangegangener Freihandelsabkommen vorteilhaft hoch legen. Ein EU-Neuseeland-Freihandelsabkommen könnte auch dazu beitragen, Europa mithilfe von Neuseelands Beziehungen und Erfahrungen den Weg in asiatische Märkte und Regionen zu ebnen. ●
Quellen: Europäische Kommission; Ministry of Foreign Affairs and Trade; Statistics New Zealand.
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GERMANY // DEUTSCHLAND
Germany is a priority market for global playersFoto:Chris Sisarich
Photo: Chris Williams
s Europe’s most populous country, Germany offers the
A largest market for Healthcare and Life Sciences products. Both market demand and location factors make it a
priority for many international companies preparing
expansion to build up their footprint in the heart of Europe.
In 2014, Germany’s ever-increasing health expenditure
reached EUR 328 billion which is equal to EUR 4,050 per capita.
Public health insurance, nursing care insurance etc. accounted
for about three-quarters of these expenses, while the smaller
private health insurance sector’s spending reached EUR 29
billion. The secondary health market is estimated at some EUR
Many global trends are already driving Germany’s markets, from social trends such as demographic changes to technological trends like digitisation. Science conducted in Germany frequently leads to the commercialisation of cutting-edge innovation. This is especially the case in the Life Sciences sector, which comprises a variety of hi-tech sectors such as medical devices, eHealth and (bio-)pharmaceuticals.
are particularly important to German companies – about two thirds of sales in 2014 were generated outside their home country. Exports grew some 3% to more than EUR 17 billion.
While sophisticated electromedical apparatus such as X-ray equipment leads the ranking of medical technology made in Germany, in terms of production value, the dental segment follows in second place. What is it that makes dentistry such an important part of the industry? Growing demand at home and abroad is driven by stronger health awareness, the ageing population phenomenon, as well as new technological options through digitisation and new materials. Per capita, Germany spends more on teeth than any other country in Europe apart from Switzerland.
The mobile health market is both vast and growing, and this growth in Germany is, at present, being driven mainly by start-ups and by consumers willing to invest their own cash in digital solutions to improve their health.
MEDICAL TECHNOLOGY IN GERMANY – SPOTLIGHT ON THE DENTAL INDUSTRY
The total revenue from dental products among the two hundred
The German medical technology industry consists almost entirely
members of the German Dental Industry Association (VDDI)
of small and medium-sized enterprises, is highly innovative, and
rose by 2.9% in 2014 to EUR 4.637 billion. Of that amount,
generates a large portion of its revenues through exports. Around
EUR 2.895 billion came from exports, which grew 4.7%, while
11,000 companies employ more than 170,000 people. In 2014,
domestic revenue was stable at EUR 1.743 billion, a rise of 0.1%.
the approximately 1,200 medical device manufacturers with more
Export growth is forecast mainly for Asia and Europe. Dental
than 20 employees each generated EUR 25.4 billion in sales – an increase of more than 4% on the previous year. Export markets
products represent 17% of the entire medical technology sector manufactured in Germany.
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The biggest dental market in Europe is expected to keep expanding due to a growing awareness of preventative and corrective treatment, as well as an increased focus on cosmetic dentistry. Economies of scale and increased industry activity, especially in the lower-price implant segment, cater to an expanding community of price-sensitive patients. 3-D technology is growing, with rising sales of intraoral 3-D scanners, as well as equipment for making dental impressions in the laboratory. Software packages permitting a fully digitised workflow are in particular demand, beginning with planning operations and including personalised manufacturing. It’s now common, with the help of computer-aided design and computer-aided manufacture (CAD/CAM), to transfer digital images of teeth from the dentist’s chair to off-site milling machinery that can carve accurate replicas. That enables the creation of accurate prosthetic and implant structures — more automated than before and at a lower cost. In addition, new high-performing ceramic materials such as zirconium oxide and lithium silicates have come on the market, offering improved aesthetic results and greater durability.
DIGITAL HEALTH IN GERMANY – SPOTLIGHT ON HEALTH APPS
Contact lenses that measure blood glucose in tears, smart carpets that call for help when elderly people have fallen down, watches that record how much you walk, software apps that can spot autism in children or make life easier for diabetes sufferers: the mobile health market is both vast and growing, and this growth in Germany is, at present, being driven mainly by startups and by consumers willing to invest their own cash in digital solutions to improve their health.
Sales in the so-called mHealth market amounted to EUR 906 million in Germany in 2012 and will grow to some EUR 3 billion by 2017, according to the consultancy A.T. Kearney. Germany accounts for some 15% of global sales, yet experts say the market is still in its infancy and has enormous growth potential. The biggest mHealth segment is hardware — wearable devices
MEDICAL TECHNOLOGY EXPENSES AND PRODUCTION
EUR 33 bn 30 20
EUR 25.4 bn Sold in Germany
10 Exports Source: BVMED -
Branchenbericht 2016 0
German Market Size German Production
— accounting for EUR 427 million in Germany, and projected to increase by 33% by 2017. Some health insurers, such as Techniker Krankenkasse, the biggest in Germany, are already offering smartphone apps and online advice in response to growing pressure to cover more mHealth services. In December 2015, the German government, keenly aware of the importance of digital systems in cutting costs and improving medical services as the population ages, has passed an ‘eHealth Law’ to regulate and promote the market.
Readers of Double the Vision are invited to contact the industry experts of Germany Trade and Invest for more market information. Germany Trade and Invest is the economic development agency of the Federal Republic of Germany. The organisation promotes Germany as a business location and assists international companies setting up a business presence in Germany. ●
By Gabriel Flemming, Senior Manager Healthcare, Germany Trade and Invest, Gabriel.Flemming@GTAI.com