Supply chain links proved a winner for Wool Partners International (WPI) at a recent Chinese trade fair. Speaking to Rural News on his return from the Domotex Asia Trade Fair, Wools of NZ (WONZ) Asia manager Al Ross says the multi-level approach WPI took this year was "˜very successful'."˜Most of the companies we spoke to are used to only dealing with exporters, and some worry about what sort of blends they may be buying. "˜I think they were impressed that we will be able to quite confidently say where our wool has come from, and then also provide upstream benefits such as marketing. "˜We were also able to show that better quality wool can work out cheaper in the long run, due to manufacturing efficiencies. "˜Our technologists can run the numbers on the spot, and our wool experts can customise wool blends to exactly match what is required. "˜When you can offer that sort of service it's possible to divert the discussions away from just price.' The wool machine-made carpet industry in China buys about a quarter of the NZ clip "“ 20 million kilos ¬"“ and Ross is confident that market can be increased. "˜It's the only market where we have seen genuine growth from new businesses. "˜The main driver in China has been domestic demand, through hotels, the contract sector such as restaurants, and high-end housing.'
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