G. F. 323
CONFIDENTIAL
28
Holland
89. The Dutch seem to be a hard-headed race who buy from anywhere provided the price is right and consumers generally appear to look more favourably at imported products than their own. There seems to be more awareness of Hong Kong in Holland than in most other parts of Europe possibly due to Hollands historical links with Indonesia and the Far East. However general misconceptions such as the image of cheap products persists here as elsewhere. The battle to establish a new 'quality' Hong Kong image which is being so strenuously waged by the T.D. C. throughout Europe will be a long one. Perhaps inadvertently this problem has been added to over the years by the activities of bodies like the Netherlands Association of Japan and China Importers whose members have specialised in the mass importation of low-priced articles. Today many importers of low cost products seem to recognise the higher quality of Hong Kong goods compared with Korea and Taiwan but they criticise comparatively higher rise in Hong Kong prices and incline towards these latter countries for this factor alone. The successful endeavours by the T.D.C. to stimulate direct quality buying by large merchandising organisations and stores is undoubtedly the right approach to this problem.
90. Because of the operation of the European Press Service from the T.D.C. office in Amsterdam this centre is particularly important when considering an intensification of our public relations and information effort within the E.E.C. This service, and the regional information service within Holland are both well organised and are producing positive results in terms of published material particularly in respect of 'new products' publicity in the trade press. More of this latter type of material could be successfully placed. I recom- mend consideration be given by the T.D. C. to increasing the output of Hong Kong products publicity. In my view Amsterdam could handle three such pieces a week without in any way saturating the market. The short, sharp, factual stories, which are being well prepared in Hong Kong, should be accompanied by a black and white copy negative of a photograph of the product and not by colour transparencies which have very limited use in this particular field.
91. The T.D.C. monthly newsletter 'Dateline - Hong Kong' issued in Amsterdam (similar newsletters are issued by the T.D. C. in London and Stockholm) is also sharply edited and is producing satisfactory results within the range of subjects covered. These are properly confined to the objects of the T.D.C. to promote overseas trade with particular reference to exports and I do not recommend that the functions of the Council or the objectives of their information service should be broadened to cover a wider field. They are currently working effectively within a narrow field to highly selected targets and a broadening of their own operations could weaken these efforts. Nevertheless more information on such subjects as government commercial policy and planning as related to trade with E. E. C. member states, banking developments in Hong Kong, economic trends, living costs, industrial training and research, technical education, engineering developments, communications and utilities is needed partly as back- ground and partly as press material to support this trade promotion
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