Cooperation is the keyword for export success in Asia

13 January 2014Markets

Emneord Kopenhagen FurChinaKazakhstan


Kopenhagen Fur has worked with creative forces within Kazakhstan for some time now. These pictures were taken during the Kazakhstan Fashion Week that featured Kopenhagen Fur as its main sponsor.

Kopenhagen Fur is a textbook example when it comes to creating networks abroad

Furniture made in Denmark has become popular like never before. But in spite of the great success that new Nordic designs are enjoying these days, there are markets that seem to be tough nuts to crack. Markets like China have presented certain challenges according to Jacob Holm, director of the furniture manufacturer company, Fritz Hansen.

He expresses admiration for Kopenhagen Furs success in China and believes that many companies can learn from their strategy that has enabled the auction house to achieve a prominent position within the Chinese fur trade. One of the reasons that made this possible is the creation and support of a fashion design centre at the Tsinghua University in Beijing.

- This example with Kopenhagen Fur demonstrates that it is possible to achieve great results within a short timeframe if we do things right. Kopenhagen Fur has created value for Danish producers, by investing heavily in design, he explains to

Platforms abroad

The design centre in Beijing works as a platform that has created visibility among Chinese designers, producers and consumers. This is why Jacob Holm believes that more Danish companies should follow Kopenhagen Furs example and create their own visible centres in the foreign markets they are targeting.

In addition to this, the Danish ambassador in China, Friis Arne Petersen, appeals for more cooperation among companies. He points out that there are numerous examples of this type. Chief among these are collaborations between the environmental technology- and the energy technology sector as well as the food- and agricultural sector.

- Companies within these sectors are able to take advantage of the increasing Chinese demand for quality products, and in particular those made in Scandinavia. They manage to cultivate the markets by shared promotion and cooperation, he says to Berlingske.

And he suggests that additional companies find ways of cooperating in order to increase sales of products to China.

- This fits well into the Chinese government's ambitions of having an economy that focuses on consumers, in order to facilitate the growth of the many consumer products with a greater emphasis on design, he says.

Next stop Kazakhstan

At Kopenhagen Fur the work in China continues, but the auction house also has other countries in its sights. Kazakhstan is a potential market, due to its historic relation with fur but also because of its expanding middle class. However countries such as Turkey, Japan and countries in South America and the Baltics are also interesting markets.

- We are continuously searching for new markets, because so many countries are experiencing economic growth. As the middle class becomes financially stronger, we gradually want them to think of fur as the preferred must have luxury item, said Torben Nielsen, director of Kopenhagen fur, during the Kazakhstan Fashion Week last year.