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To launch the Australia China Business Council's (ACBC) new series on market entry, the first three episodes on market access essentials feature China branding expert, Matthew McKenzie.

About Matthew McKenzie

Matthew McKenzie has over 20 years experience working in China with iconic Australian brands such as Tim Tam, Weet-Bix and Morning Fresh.

In 2014 he Co-Founded The Export Group which he led in China until earlier this year before relocating to Hong Kong. He is now the General Manager Marketing Asia for Bright Food Asia that have offices across China, Hong Kong and Macao and represent some of the largest global FMCG brands in the market, including Wrigley Mars, Ferrero Rocher and Kettle Chips.

Matthew looks at opportunities to partner with businesses that have a solid point of difference and are willing to take a long term view on the Chinese market sustainably.

James Scullin interviews Matthew to find out what your business needs to know about the China market before entering, from whether your product is desired in China, how to appropriately price your product, how to protect your brand, where to seek assistance in China and what you need to know about seeking out suitable Chinese partners.

PODCAST: Market Entry 1 – Before you enter the market with Matthew McKenzie

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