4 for a successful event. a successful for AustraliaIn Week marks an employer’s company name and name and company employer’s Interpreter mispronouncing her Interpreter mispronouncing forgetting the boss is a recipe not the forgetting Cairns Number One Destination Cairns is Poised to Become Australia’s Number One Destination Chinese for Tourists A marvellous launch for ANZ in Shanghai’s new Free Trade zone marred by poor interpreting. Australia is Open for Business - the hardworkingAustrade and team DFAT in Shanghai. of a lunch, but luckilyof a lunch, but the speech came across well. important step in the relationship with China effort and a huge Austrade by and staff, in particular.DFAT So many attendees – congratulations! The importance of good interpreting was recognised and a major contribution success. to

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• • • • • China’s Demand Dairy For Products is Predicted to Soar The New GoldRush here’s why: https://www.youtube.com/here’s why: watch?v=lPTqGf-NnXs#t=59 across get to might be lost – the lack of Aussie-fication noticeable is in interpreters without solid Australian experience. interpretersare walkingnot dictionaries; preparation and briefing are important. Likenot privy anyone aims your to and without knowledge offering of your and itsspecific language, they will struggle. Brief them and them provide story your inwell advance. more vital. I was only asked hour one Abbott PM before delivered his keynote address in Shanghai notice, – not much thebut other interpreter had ‘politely use to I was that able declined’. time to carefully read and deal with the sensitive wordingaround the Malaysia Airlines Notplane. ideal preparation in the middle and booked well ahead. well booked and background information business, on your aimsyour and specialised any lingo. the interpreteryour work room. you help to take own interpreter. your Whatever counterpart’s on your rely don’t do, you interpreterthey– are the working for other side! text book case of where a good interpreter beenhave used. should Insteadwhat the mispronunciationslargewere got audience of ANZ, and the nameCEO’s was absolutely lost – unforgiveable! China of the or one 800 on the delegates nextmake a sure get doyou trip, you how good interpreter?

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Interpreters a Central Plank Australia Week in Australia Week China – Mandarin Mandarin – China with Mandarin Interpreter Charles Qin - what a lovely tie! Trade & Investment Minister Andrew Robb meeting Chengdu Mayor GE Honglin From Bo’ao to Beijing to – the engagement Bo’ao From I had the chance observe to other ANZ’s new branch opening in nyone attendingnyone or viewing video or pictures from this major Australian A influxto China willin April be struck2014 theby presence of Mandarin Interpreters. There is hardly animage without interpreter impact – whether simultaneous – listeners seen with – or headphones an interpreter on the stage beside the Minister – luckily interpreters all were over the event! https://www.youtube.com/ watch?v=rc43NeXMDI8 and http://www. chincommunications.com.au/gallery/2014_ Aus_Week_China/122.php wasunderpinned Mandarin-English by interpreters. During this visit, I was at and Investment theMinister ofTrade side was but alsoRobb, called interpret on to Abbott’sPM important lunchtime address 1800to guests in Shanghai – more about that later. ‘interpreters’ in action. Where they do a good job appears it seamless; I however must comment on some appalling work. Jeremy Oliver is very popular in China. isHe an engaging raconteur and does an amazing job promoting wine. Aussie on the up stage, his ‘interpreter’However, was reading from a different – page and without a note book.completely thoseFor speaking two languages was it the Chinese for obvious; listeners present – did they full get from value Jeremy? Zone was a Shanghai’s Trade new Free

May 2014 Chin Communications WAGS quality interpreters and realises the as much as $70 per tin – or nearly $50 Chin Interpreting Team program would not be successful without more than the prices paid in Australia for Wins National Award us.” The International Market Manager of the same product. (ABC 20 May 2013) Dairy Australia, Sarah Xu, understands the The surge in Chinese demand has for Interpreting – Dairy value and provides fantastic organisation also seen heightened international investor Scholarship Program for the entire program meaning that it interest in Australian dairy producers, is well run and participants happy (and including from major Chinese players. interpreters too). “It has been a wonderful Hong Kong entrepreneur William Hui nterpreters and translators are usually experience to mentor and work with the invested AUD$70 million to take control of Iunseen – but without them vital trade Chin interpreting team and to see them United Dairy Power (UDP). Hui is reported would grind to a halt. The work translators advance and become experts in the as saying he is prepared to invest a further and interpreters perform greatly assists subject – embracing agriculture, science $20m to assist UDP to expand into milk Australia to advance its trade and and cuisine. It is a great example to the powder production. The infant milk investment prospects and improves all of industry of how cooperation can bring formula market in China is set to double our standards of living. For that reason, dividends.” to more than $25 billion by 2017. (The it was great indeed to win a national Sarah Xu further commented on the Australian 18 March 2014) industry award recently – the highest high rating of the Chin interpreting team Hui told the Australian newspaper: acknowledgement of the importance “We could not deliver such a beneficial “There will be a lot of Chinese coming to of interpreting in relation to trade and program without the wonderful support this market. In the past five years it has international engagement. of the Chin interpreting team.” been in mining, but in the coming five The Chin Communications team years it will be in dairy. Whether it is a big of Professor Charles Qin, Bruce Song company or a medium-sized company in and Joseph Tu were winners of the China, they will be interested because the national Excellence in Interpreting Award The New Gold Rush dairy product from Australia is very good. presented on 16 November 2013 (AUSIT – China’s Demand The environment here is very good for the biennial awards). for Dairy Products Is cows and the milk. China has already been Our interpreting team was lauded for importing a lot of cows from Australia.” its excellent service over recent years - Predicted to Soar – Chinese state owned enterprises are specialised and intense interpreting work Will the Long Awaited reportedly interested in other investment for Dairy Australia, in its Greater China opportunities. Dairy Scholarship Program – interpreting FTA be the Key for The former Bonlac milk factory in the (and translating) for the all-important Australia? Gippsland region of south east China market. The Scholarship Program has been bought by a Chinese Australian was devised to assist the region to businessman and opened in September understand and increase their use of dairy ot Texas tea, not black gold - Chinese 2013. Viplus is reported to be an AUD$80 products. Chin Communications plays a Nvisitors are packing their suitcases million investment with a plan to produce linch-pin role in ensuring all information with it, friends are packing it off in the roughly $120 million worth of infant milk is understood – from paddock to plate. mail to China, and apparently, even Xi formula per year within the next three The Dairy Australia Scholarship Jinping packed his plane full of it on his years, reportedly more than Australia’s Program covers technical and scientific last visit – the new ‘white gold’ is infant current overall output. (ABC 20 May 2013) presentations in the classroom and milk powder. laboratory, cheese making and tasting, Barnaby Joyce made the prediction visits to dairy farms, producers and that Australia’s dairy industry could take factories, plus formal dinners with guests advantage of a potential 1000% increase in from the wider dairy industry. This exports to China by 2030. Speaking at an places an extra degree of difficulty on Australian Dairy Farmers national summit the interpreting team having to work in in March, the Agriculture in different settings, for many different Minister said that the surge in Chinese presenters, on a wide variety of subjects demand for dairy is opening the door and including classroom training, practical for Australian exporters. (The Australian exercises, social occasions and site visits. Dairyfarmer) In covering the many different aspects Chinese domestic consumption of of the program in a very professional dairy is growing, domestic Chinese dairy manner, Chin underlines the value to production is down, dairy products are ABOVE: The dairy training program run by Dairy Australia has helped accelerate Chinese Dairy Australia and its many presenters now seen as integral to a healthy diet, demand for dairy products. BELOW: Visiting of the benefits in engaging qualified and and the relative easing of the Australian delegates with the Dairy Australia Greater China good interpreters. Much of the program’s dollar are factors supporting the positive Scholarship program; Sarah Xu, Dairy Australia success is attributed to the high-quality outlook. (Reuters 27 Feb 2014) International Market Manager (middle left). and consistent interpreting by the Chin An international report on the China Communications team. dairy market by Frost and Sullivan predicts At the awards ceremony, Professor continued rapid growth in Chinese Charles Qin said, “Dairy Australia values demand for dairy. Currently domestic sales of dairy products in China are worth some $45 billion a year. According to the report sales will grow rapidly to reach about $89 billion by 2017. The spectacular growth in demand (and prices) for infant formula is the best example of what could lie ahead in China. The “white gold rush” is China’s booming demand for international infant milk powder or baby formula. In the wake The surging demand in China and of the melamine scandal and lingering Asia for quality dairy products is also consumer concerns over food safety, opening the door to new lines of export. China’s zealous middle class parents are In late 2013 Dairy Connect NSW taking no chances with the health of their Limited’s chief executive, Mike Logan, Chin Communications’ Joseph Tu, Bruce Song and Prof Charles Qin, winners of the biennial children. The result is premium prices stated that a major opportunity for NSW national Excellence in Interpreting Award, for Australian sourced infant formula – fresh milk producers is the potential to November 2013 according to the ABC Chinese are paying CONTINUED PAGE 3

02 WAGS Rebranding Chin May 2014 May or more than two decades, Chin FCommunications has provided Chinese translation services to people and businesses across Australia and further afield. Our logomark (秦) has become well-known, paying homage to both the company’s founder, QIN (pronounced “Chin”) Lushan, and Qin Shihuang (秦 始皇) – China’s first emperor (260 – 210 BC). Qin Shihuang conquered and unified many warring states into one kingdom The imagery on our business cards Darfield plant 35km west of and it is from here that the western name is a blending of the old and the new – Christchurch, with China, Southeast Asia for China is derived - ‘Qin’ was originally historic images and traditional costumes, and the Middle East as its main export spelt ‘Ch’in’. the Chin seal, and modern typography markets. (International Business Times 3 Our original logo was taken from with pictures of skyscrapers and business Feb 2014/The Australian 21 March 2014) the work of famous Chinese calligrapher in motion. The United States’ exports of dairy Yan Zhenqing, who scripted the mark Other branding elements used products to China have grown from $137 during the Tang Dynasty (618–907 AD). It throughout the collateral show various a million in 2009 to $706 million in 2012 and represents the positive aspects of Emperor deconstructions of a cube to create lines. it is the third largest supplier; the EU is Qin’s dynasty – innovation, self-belief and By depicting shape as communication, we the second biggest exporter to China after advancement – in particular, his influence were able to represent the numerous and New Zealand – as a share of world dairy on standardising currency, his national changing interpretations of language – a trade: 37%, 31% and 11% respectively; road system, and construction of both the concept so integral to global translation. with Australia next at 7%. (Dairy Australia Terracotta Warriors (Bing Ma Yong) and Find out more about Qin and website, Trade and the Australian Dairy unification of The Great Wall. Wanting to our logo redevelopment: http://www. Industry report online) give a modern lift to a well-recognised chincommunications.com.au/whychoosechin/ continues to be the single brand with a 1300-year-old logo, Chin chin-communications-logo.php most important dairy export market for Communications approached bird graphic Take a look at some of our digital Australia, accounting for 19% of exports by designers for a rebrand. media to see how it works: value. Australian exports are concentrated It began delving into research. With in Asia, which represented 73% of the history as rich as our namesake’s, it only —— www.chincommunications.com.au total dairy export value of AUD$2.76 made sense to investigate which aspects of —— www.facebook.com/ billion in 2012/13. Australia’s top five Communications Chin the past could be transformed into a new ChinCommunications.Chinese. export markets by value in 2012/13 were design for Chin Communications’ future. Translators Japan, Greater China, , Malaysia Although the Qin Emperor’s dynasty —— @chincomms and New Zealand. The top five by volume was short (221 BC to 207 BC) he is one —— www.youtube.com/user/ were slightly different, being Greater of the best known emperors in more than ChinCommunications China, Japan, Singapore, Malaysia and 3000 years of history, mostly because of —— plus.google.com/ Indonesia. the Terracotta Warriors – one of the world’s u/0/+ChinCommunicationsAu- Like many sectors such as education wonders. They were constructed to guard Chinese-Translators/posts and tourism, this fastest growing export the Qin Emperor’s tomb. The tomb was market for Australia over the last five years discovered in 1974 when peasants were includes mainland China, but also Hong digging a well. On-going excavations FROM PAGE 2 Kong and Macau, and Taiwan is also a big revealed a number of chambers filled with importer. life-like clay soldiers and horses, wooden export to Asia frozen milk in point of There have been quite a few golden chariots and metal weapons, all in battle sale retail packaging. “New technology geese in the China space — mining, formation. The burial of the figures on a for rapidly freezing milk is becoming education, real estate, migration, and grand scale was said to have replaced the available and the product can be shipped now dairy – the perceived profits and the practice of sacrificing humans and animals at minus 18 degrees centigrade.” The lure of China is proving irresistable and to protect leaders in their afterlives. product defrosts without separating and its we are seeing signs of problems starting However, many of the estimated 750,000 use-by-date begins on defrosting, allowing to jeopardise this important export labourers who worked on the tomb for a 14 day shelf life. (Food Magazine online business. Certified Chinese and English almost 40 years were buried alive so they 19 November 2013). Recently Australian translations are required for the export of would not be able to reveal its secrets. The Dairy Co-operative Norco in northern dairy products; Mandarin interpreters are site covers over 56 square kilometres and NSW locked in a deal to send fresh milk needed for inspections and accreditations there are models of 8000 warriors. to China with the potential to export 20 of dairy farms and manufacturers, and The inspiration for the logo was million litres per year. (ABC Rural website labelling has to be prepared in Chinese simple yet effective. When Emperor Qin 1 May 2014) fully and correctly before any products can standardised currency, each coin was But it is the long delayed Australia enter China. At Chin, we’ve been doing inscribed with seal script – an ancient style China Free Trade Agreement that most this work for 20 years and recently we’ve of Chinese calligraphy. With this style in industry players see as the key to unlocking observed more and more entrepreneurs mind, bird re-worked the logo, making the China market. Australian dairy players trying to break into the market. We’re stamps to create an authenticity reflective cite the success of New Zealand exporters seeing labels that are wrong and product of the hand tools and craft of the time, as proof of what can be achieved with an being rejected, and inspections throwing and complementing it with the modern FTA in place. up concerns from Chinese authorities typography of the company’s title. China is now New Zealand’s top about hygiene. The inspiration for the colour palette export market for dairy products, worth As seen with FTA negotiations in arose in a similar way. We adapted our $10 billion a year. Milk powder tops the Japan and South , FTAs don’t always primary red to a brighter, more modern list of New Zealand exports to China. bring the much-heralded tariff reductions. tone, while taking the secondary and Since the signing of the China free trade Australia and its entire dairy production tertiary colours from the ancient Terracotta agreement, New Zealand’s Fonterra dairy chain needs to pay careful attention Warriors – the green and purple of the group has become the world’s single to delivering the top quality, correctly decoration, the grey of the dirt and clay. biggest exporter of dairy products to labelled product demanded by discerning We created a palette that, when used China. Last December, Fonterra opened buyers in China, or else the rest of the together, represents a unity of tradition, the world’s largest milk powder drier at its world will. innovation and strength.

03 WAGS

Cairns Poised to Become Australia’s Chin Communications Pty Ltd 

May 2014 May Chinese Translation Specialists  Number One Destination for Chinese Tourists ABN 36 062 687 085

t’s a big prediction to make – but it’s Cairns business ventures are already Chinwags May 2014 Ithe bold claim made recently by the tailoring their products and services to departing head of Tourism Tropical North cater to the needs of Chinese visitors. CHIN COMMUNICATIONS Queensland. In late 2013 Rob Giason We’ve assisted a number of operators with forecast Cairns and the tropical north of websites, brochures, menus and signage Level 4, 221 Queen Street Queensland (TNQ) would surpass Sydney in Chinese Language to reach out politely GPO Box 2231 Melbourne as the prime Australian destination for and respectfully to this group. Having Victoria Australia 3001 Chinese tourists. (Cairns Post 18 Dec 2014) materials in Chinese can make a big The prediction is based on record difference to pulling power – over 60% of Phone 1300 792 446 growth in numbers of Chinese tourist Chinese tourists plan their trip based on Fax 61 3 9670 0766 arrivals in 2013 - and the planned web research before they leave home. [email protected] development of the multi-billion dollar A major new drawcard for Cairns www.chincommunications.com.au Aquis casino and tourism resort, which will be the proposed Aquis complex, is aimed at meeting the huge Chinese reportedly the largest investment in LINKEDIN appetite for travel and gambling. Australian tourism infrastructure: a Hong Chin Communications In acknowledgement of TNQ’s Kong backed AUD$4.2 billion casino growing importance, this year for the first resort, including an artificial lagoon, 18- FACEBOOK time the Australian Tourism Exchange hole golf course and 25,000-seat arena, Chin Communications (ATE) travelled to a regional destination nine luxury hotels, 3,750 hotel rooms and – you guessed it – Cairns. The event is a 1,335 villas and apartments with plenty of TWITTER tourism business-to-business showcasing high-end shopping. The Aquis proposal @chincomms of Australia’s offering to buyers from is linked to growing regional – and all around the world and brought an international – competition to attract the OUR BLOG estimated bonus of $85 million from this rapidly growing numbers of Chinese and chincommunications.com.au/blog single event in May 2014 to the area. Asian gamblers. It will be a self-contained Overall visitor numbers from China city, and as such has been subject to GOOGLE + are growing. And Chinese have rapidly protests from some local interest groups Chin Communications become the world’s biggest travellers and fearful that the tourists will not need to the biggest spenders over the past few venture far outside this new ‘city’. WEIBO Chin Communications Chin years. Nearly 100 million Chinese tourists Aquis has also recently taken control of the @ 澳大利亚秦皇翻译公司 visited foreign countries last year, up Reef Casino in Cairns with the intention from 29 million in 2004. (Sydney Morning of using the casino’s licence or splitting Herald 28 January 2014) it with the new development. The CEO Sydney and Queensland’s Gold Coast of the Cairns Reef Casino Alan Tan was have traditionally held the lion’s share of reported saying the casino’s deliberate Chinese visitors – and no trip to Australia strategy is to attract more Chinese tourists, seems complete unless one or both especially to play table games. The Reef destinations are on the itinerary. However Casino has worked on developing service more adventurous Chinese travellers are standards and gaming products specifically venturing further afield and the far north for Chinese visitors - and having “the best of Queensland is seeing rapid growth in and largest” Chinese restaurant in Cairns. arrivals. (Australian 24 April 2013) The Cairns Post states that Cairns and The Australian Foreign Investment Far North Queensland already have 31% Review Board has given the green light of the market share of inbound Chinese to the Aquis project which will use visitors – and recorded rapid growth in some 340 hectares of land at Yorkey’s arrivals by 41% in 2013. (Cairns Post 18 Knob outside Cairns. Development is Dec 2013) expected to commence later in 2014 and Tell us what you be operational in 2018. (Sydney Morning Herald 5 March 2014) think about our

• In 2013 there were 709,000 visitors to new branding. Australia from China – an increase of 14.5%;

• They generated $4.8 billion in total expenditure;

• Aim to grow this to $9 billion by 2020 with 860,000 visitors;

Chinese tourists enjoy experiences when • In 2014 so far an increase of 27% travelling - here at Tjapukai Aboriginal Cultural in Chinese holiday makers; Park, Cairns. • 20% of all first time holiday visitors Since October 2012 the increase in to Australia are from China; direct flights to Cairns – including China Southern, China Eastern and Cathay Pacific • By 2020 – 200 million Chinese will – have played a major role in boosting travel overseas – value of $838 billion. visitor numbers. The effective marketing of Cairns as a destination for the Chinese (Trade Minister and Tourism Australia websites) New Year holiday has also been a factor.

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