Luxury Property Show | Shanghai, December 2016
In early December a team from Premium Real Estate participated in the Shanghai-based Luxury Property Showcase. Premium was one of two New Zealand companies with a presence in 2016.

Taking New Zealand Properties to China

This is the 12th time LPS has occurred in Shanghai and Premium was again one of 100+ exhibitors from all four corners of the world vying for the attention of Ultra High Net Worth Chinese. Premium was one of two New Zealand companies with a presence this year. There are typically a large number of visitors estimated at 5000 over the three days. To give a flavour of the breadth of exhibitors, Premium was near one of the higher profile London developments, adjacent to significant display espousing the benefits of the Mediterranean and handy to booths from New York, Florida and Melbourne.

Overall Premium’s presentation of properties was extremely well received by both Chinese investors and those from other parts of the globe and we were extremely pleased with the impact made. We knew that New Zealand properties were in competition with: London, New York, West Coast America, Australia and Canada. We received a lot of positive feedback from attendees, organisers and fellow exhibitors about the quality of Premium’s booth, visual displays, marketing collateral and the excellent selection of properties.

Our booth focussed first and foremost on highlighting New Zealand as an attractive destination together with some specific visuals demonstrating the local lifestyle and showcasing a select number of high end properties. The clean green New Zealand image combined with the beauty of the gulf, beaches, land and suburbs drew positive feedback. The professionalism and high quality of the Premium brand was positively commented on by both attendees and other exhibitors.

The Premium booth attracted a steady stream of interest over the three days, a bit over 750 of our Showcase Magazines were distributed and we had solid enquiry. This year it was quite notable that interest was predominately in the $3m range whereas a year earlier, the most serious discussions were at the $10m+ end of the market. This year there was a wider interest across a broad spectrum of property types Luxury homes, apartments, lifestyle and larger landholdings. The Premium Team worked cohesively and selflessly over the three days to promote our clients properties as well as the benefits of owning property in New Zealand.

Many visitors were looking to understand the detail related to both investment in New Zealand and also our Immigration requirements. The team was prepared with good material provided by a major law firm and distributed around 200 copies of these documents to genuinely interested parties.



Premium’s second direct foray into China was well received. The brand awareness, emerging contacts together with our growing understanding of how to maximise opportunities in China means that Premium is well positioned to represent Vendor properties to Chinese Markets. Last year we found there was flow on benefit to Vendors and the Market in general particularly from early in the New Year and with enquiry continuing throughout the year.

The majority of visitors to our booth this year were either looking to move or invest here and/or had a connection with the country through family or business, this suggests that there will be strong investment from China in the NZ property market across the year. We anticipate ongoing benefits from our time in Shanghai and expect ongoing interest through 2017.

— John Hastings, Chief Operating Officer

John Hastings

Chief Operating Officer

johnhastings@premium.co.nz

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