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Superior Jetties anchors aweigh in China
GOLD COAST innovator Superior Jetties is capitalising on the hundreds of emerging seaside and waterfront developments in China, shaping a deal to streamline business between the two nations.
Superior Jetties is finalising a China Business Assurance Programme with Brisbane-based Chinese business facilitator Think Queensland to snare a greater slice of the Chinese marina market. 
Superior Jetties CEO John Hogan said China’s growing middle class was showing strong interest in waterside living and yachting, creating new international opportunities for the award-winning company.
While the company had worked in China before, he said Superior Jetties was working with Think Queensland to sharpen its offering to potential Chinese partners.
“We have been trading with China for many years as both a vendor and customer for raw materials, however we have also made beginners mistakes along the way,” Mr Hogan said.
“We knew that the next step for us involved more complex corporate structures, banking and JV agreements and in this area we have worked with Think Queensland because of their experience on the ground in China.
“It is a massive country with many different needs. It is not always immediately obvious to us what needs to happen to build relationships and service clients,” Mr Hogan said.
“Therefore we need to partner with locals so that we can provide them with the intellectual property and training to allow a complete solution to be provided.”
Think Queensland CEO Michael Mason said China had named 2013 the Year of Marine Tourism to further develop the country’s marine tourism resources, highlighting the growing importance of the sector. The emphasis was already paying off.
“By helping Superior Jetties strengthen its foothold in China, we can drive investment, sustainable jobs and positive economic impact to Queensland and Australia,” Mr Mason said.
“There are countless opportunities in China for mature Australian companies like Superior Jetties. Chinese companies are actively looking for reliable and trusted partners with proven products and services.
“The key is to understand the unique business requirements and relationships you need to succeed.”
Mr Hogan said Chinese developers were increasingly realising how a quality marina could benefit their broader property development.
“With time there are real sailors and boating knowledge growing in China so our products are gaining traction along with the local sophistication of the market,” he said.”
“There are many more developments planned in China than Australia so it is an obvious growth opportunity.
“Our strategy is to use the installed base here on the Gold Coast as a reference site for what can be achieved in China.”
Mr Mason said Think Queensland had also produced a book, Sustainable Marina Development to assist developers understand what they needed to do to be successful when building a marina.
“In this way we believe we can add more value than a local supplier as we can assist with the entire business plan,” Mr Mason said.
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