THE ASIAN CONSTRUCTION SECTOR - Market sector report for New Zealand construction sector suppliers - Construction Marketing Services
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THE ASIAN CONSTRUCTION SECTOR Market sector report for New Zealand construction sector suppliers
Market size
The Asian construction sector in New Zealand At the last census, the New Zealand construction
continues to grow at a rapid rate, with many sector employed 44,928 architects, designers,
Asian owned construction companies, including builders, electricians, and other industry
some of the largest construction companies in professionals of Asian descent. This represents
the world, now with significant operations in New a 160% increase in five years. These statistics do
Zealand. With New Zealand’s current desirability, not include the number of Asian developers who
interest in offshore property investment out of are currently driving much of the medium density
Asia is also at an all-time high. construction activity across the country.
SECTOR EMPLOYMENT
31,305
Asian construction
32,000
sector employment
30,000
2018 2013
28,000
26,000
24,000
22,000
20,000
Employment
18,000
16,000
14,000
12,000
9,933
10,000 9,194
8,000
6,000
3,690
4,000 3,417
2,000 4,750
0
Architecture & design Building & construction Electrical & HVAC
Chinese developers have planned almost $11 Asian-led projects that are planned, or
billion of construction projects in New Zealand currently under construction, in Auckland
in the next eight years, with $2.1 billion of include residential developments valued at
Chinese-led projects already underway. In the over $280 million, a $15 million boutique hotel
upper North Island alone, more than 30% of development in Epsom, and several large-scale
construction activity is reported to be driven by commercial developments.
Asian-led construction companies and developers.
ASIAN SECTOR REPORT - 2020/2021 2
Asian sector marketing
The Asian sector is a notoriously difficult market to reach,
requiring Asian-specific platforms, tailored messaging,
and a culturally sensitive approach.
The following platforms are considered effective in raising the profile of brands and
delivering long-term engagement. As with all marketing initiatives, a multi-faceted
approach is most likely to deliver the most effective and sustained results.
Trade events
Participation at trade events allows industry suppliers specifiers who attended to learn about new products,
to talk one-on-one with a wide range of people who industry developments, and how to comply with
make product selection decisions. This face-to-face local building regulations. Promotional support by
interaction is especially important in new markets industry merchants and event sponsors, J. A. Russell
where relationships need to be developed. and CARTERS, and industry associations, Registered
Master Builders and New Zealand Certified Builders,
In 2020 the Asian Construction Forum was the contributed strongly to this event and helped
largest Asian construction trade event in country, exhibitors leverage preferred supplier relationships.
connecting leading product suppliers with 514
2020 ATTENDEE NUMBERS AND DEMOGRAPHICS
INDUSTRY BREAKDOWN ETHNIC BREAKDOWN
Property developers,
investors 12% Other 8%
Builders, Government,
electricians, and NZ European 6%
media,
trades 29% associations 7% Other
Asian 6%
TOTAL TOTAL
ATTENDEES Indian 7% ATTENDEES
514 514
Other
Architects, construction
designers 20% professionals 32% Chinese 73%
ASIAN SECTOR REPORT - 2020/2021 3
Digital platforms WeChat WeChat is China’s most popular messaging app with a user base of more than one billion. A combination of a website, social media platform, and transaction portal, WeChat is the platform most Chinese use to access information in New Zealand. As with English social media platforms, growing a presence on WeChat requires ongoing attention and a strategy that delivers strong, long-term engagement. 898 CMS/Productspec WeChat followers 410 Asian Construction Forum WeChat group followers 116,572 WeChat 2020 event campaign impressions Online product libraries Online product libraries ensure product and technical information can be easily accessed and brands stay top of mind with industry specifiers. Australasia’s most comprehensive online product library is Productspec. Available in English and Chinese Mandarin, Productspec provides architects, designers, builders, and other industry professionals with free and easily accessible product information. The combined Productspec sites attract an audience of around 20,000 each month. Promotional assets Whilst many Chinese in New Zealand read and speak English, they prefer to consume information in Mandarin or other Chinese dialects. Providing translated promotional material, for trade events in particular, is a wise investment for this market. ASIAN SECTOR REPORT - 2020/2021 4
Marketing support
The Asian-sector marketing support available via CMS is designed to grow the profile of products
and brands within the New Zealand Asian construction sector. Tiered investment opportunities allow
construction sector suppliers to grow presence in this market in line with broader business strategies.
Tier 1 – Tier 2 – Comprehensive
Online presence only Asian-sector marketing
• Productspec Mandarin library listing • Productspec Mandarin library listing
for up to ten products for up to ten products
• One 200-word advertorial on • Three 200-word advertorials on
WeChat, including English to WeChat over a 12-month period,
Mandarin Chinese translation including English to Mandarin
Chinese translation
• Asian Construction Forum 2020 event
participation
Translated brochures can be added to either tier. Costs are based on word count and are quoted separately.
ASIAN SECTOR REPORT - 2020/2021 5
For more information please contact: Ian Watt, General Manager, Construction Marketing Services P – 09 523 1438 E – ian.watt@cms.co.nz cms.co.nz Auckland, Wellington, Christchurch, Melbourne
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