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New Zealand needs to do more in grasping business opportunities in the fast-growing cities of China's interior, according to Kiwi Andrew Grant, who is the managing director of management consultancy firm McKinsey & Company in China.
Otherwise it risks being left behind as other countries quickly fill the gap he says.
Grant says firms need to stop talking about doing business in China, and travel there and establish a presense.
He advises businesses to forget about eastern seaboard cities like Shanghai where competition is intense.
He says New Zealand firms and trade agency New Zealand Trade and Enterprise should be in growing second tier cities in China's interior, which he sees as the new business frontier.
NZTE says it is looking at making a push into provincial China, for which it hopes to get board approval by the end of the year.
The agency will not name any particular city or cities.
It already has offices in Hong Kong and Shanghai.
