BRITISH OR FOREIGN.

New Zealand Herald, Volume LXIII, Issue 19289, 30 March 1926, Page 13

BRITISH OR FOREIGN.

THE GREAT TRADE ISSUE. NEW ZEALAND'S SENTIMENT. STRONGLY FOR THE EMPIRE. COMMENTS BY AN IMPORTER. No. IV. '"Two years ago this firm had two Brit fsii motor-lorries out of 10; to day it has two foreign lorries out of 10." So said the head of a wholesale firm of provi sioo merchants who was consulted on the question whether the countries of the Em pire and Britain in particular could in crease their trade with New Zealand m lines of merchandise which foreign coun tries arc now supplying wholly or partially. lie said he would preface his remarks with that statement because it was typical of the strong sentiment in favour of trade within the Empire that was having practical effect in Auckland. "The im porters in general," he said, "realise that the Empire has got to get together and keep their money in the family as far as possible." "Britain can make the goods," he proceeded, "hut for years her manufacturers have been too self-satisfied. They have been inclined to rely upon quality securing the trade. The selling organisation has been at fault. If a German traveller finds that there is a demand for an article ho has not got, you can be sure that he will have it the following year. All the time before the war and since, Germany has been a shrewd copyist. On the other hand England says she will not copy. Her attitude has been 'You must take what we know is best for you.' That attitude is slowly being modified but it still con tinues to be a hampering factor in British trade. Take tools! The British manufacturer may say that his firm has been making the same class of tool for generations and that there is nothing to touch it in quality. They disregard to their own hurt a demand that is met by more versatile Americans." No Better Trading Terms. Foreign countries, it was affirmed, do not offer better trading terms than Britain. Terms had been shortened all over the world since the war. Foreign manufacturers were always asking for letter of credit terms which meant a bank guarantee in tneir own country. Form erly business with reputable houses was usually done on demand drafts, with which British manufacturers were still content. The large trade in many American lines from shaving soap to pickles was in no way attributable to high profits being offered either to agencies or to direct inn porters. The reason why they were im ported in such largo quantities was that a demand had' been created by the expenditure of large sums of money in ad vertising of one kind and another. Whether they liked it or not importers were compelled to supply these goods. Customers asked for them and the shop keeper could not dictate to them. A fact that influenced the situation was that New Zealand was among the few countries where the standard of prosperity was high and where the people had money to expend in luxuries and high-priced goods. America in particular had strained every nerve to find markets for her exportable surplus of manufactures and had been concentrating her energies on Australia and New Zealand which were able to maintain a standard of living higher than that of the war-stricken countries. The average J citizen in Australia and New Zealand could buy more of their loudly-proclaimed; and often costly goods than the average citizen in most other countries. • v Germany's Toys. "I would like to mention toys and fancy goods They make a big annual trade. Since wartime restrictions were removed Germany has come into the market. In 1924 she held second place to Britain, and it looks as if the toy trade would soon again be almost completely in the hands of Germany. The reason is that Germany has specialised in making an attractive toy at a cheap price and although it may last only a few days it is readily sold Britain does not appear able to compete. The toys she makes are almost pieces of machinery that last for years. ' The purpose of the inquiry was not to pay special attention to the increasing trade of late enemy countries but the information is worth recording that there are indications in many directions tha.t German manufacturers, realising their handicap, are endeavouring to avoid it by making their bra-ids inconspicuous. A case was mentioned where the brand on a doll was hidden by the hair. In the case of an enamel ladle, the brand actually washed off and a packet of razor blades was labelled "made of the best Swedish steel," proof of the German qri gin of the goods not being found until the packet was ope.aed. These are the, little tricks that are being used by Ger many and there is urgent need for British manufacturers to counter them by mak ing "Made in Britain" the most prominent feature of a package or a brand. Markets to ba Exploited. "I believe," continued this importer, "that Britain could 'collar' important trades now held by foreign countries if her manufacturers could be persuaded that they were worth while. Th«t to i/iv mind is the crux of the matter Whether they make a motor-car or an axe handle the tendency is to compare the home trade with th° export tr;>de, to compare the populatiorT of Great Britain with thp population of the Dominions, and to rpach the conclusion too readily that the Dominions do not offer a market that is worth cultivating if it means alteration of models and methods. But 1 will give you an instance where Britain fought for a trade and sot it. That is in aluminium ware Prior to the war all the domestic nfensils in a!"mininm came from America To-dav in this industry England is su nreme in duality. variety and price This house has not imnorted one cent's worth ( of aluminium hardware from America since the war and we havp sold thou sands of pounds- worth. What Britain has done in this industry she ought to be able to do in others " Education of Public. The question was asked whether the will of the customer was the deciding factor i« a contest between a British article and a foreign one or whether the will of the importer and of the shopkeeper counted most. In the opinion of this authority the will of all' three were factors. "All three," he said, "require to be educated in practical loyalty. Many people, more probably than is realised, always inquire if an article is British. Many, of course, are in no way influenced by sentiments of practical loyalty They buy what pleases them. On the' other hand the. range of goods offered is an important, factor be cause many people are not able or willing to do without an article when foreign ones are their only choice. Then again, in some businesses, the customer often must accept, what he is told as to the oricin of eoods. "If more effect is to be given to the slocran of 'British goods for British people'." concluded the merchant, "there mnst he united action bv importer, retailer *tnd consumer. As I said before the whole public must be educated on the suhiect. It must he made to realise that the Empire family must pet together and show the rest of the world that it is not point: to be knocked about. Action by the Govern rnent and bv local bodies is givmct +he lead •to the people And naturally Britain must do her share. She mu=t extend preference to the Dominions She must not fepd Ji<>r armv and navv on meat And she m"st not oxnect to regain lost trade and caotnre fr p<; h trade unless she follows the example of foreigners in creating markets."