South-east Asia's top official has warned Wednesday New Zealand it risks losing business in the region if its exporters can't do better.

Radio New Zealand's reports said that the secretary-general of the Association of Southeast Asian Nations (ASEAN), Ong Keng Yong, told an ASEAN trade summit in Auckland that exporters from other countries are outsmarting New Zealand traders.

In a blunt assessment of this country's trading performance, Ong said New Zealand can't rely on selling products in the same way it has for the past 40 years.

He said New Zealand now faces strong competition from meat and dairy producers from Australia, South Africa and Europe; and too many of this country's products look dated.

Ong said New Zealand exporters have to be smarter about how they sell their products if they are to succeed in the region.

New Zealand's trade deficit with ASEAN is about 1 billion NZ dollars (700 million US dollars) and the secretary-general said it risks turning public opinion against a free trade deal with ASEAN.

New Zealand's lead negotiator said it's possible an agreement could be reached by March next year on a free trade deal between ASEAN and Australia and New Zealand.

Source: Xinhua