Summary
Fonterra has participated in the China International Import Expo (CIIE) for eight consecutive years, with expanding exhibition space, rising contract numbers, and increasing product varieties. It now operates six application centres and one innovation centre in China, and unveiled an application centre in Wuhan in 2024 covering bakery, foodservice, and beverage channels. The CIIE has become a platform for Fonterra to connect with global partners; its chief of staff, James Robertson, was amazed by the scale of the expo on his first visit, even getting lost.
During the 8th CIIE, the management team visited in a group, treating the expo as 'China's first lesson' and capturing opportunities for international cooperation.
Commentary
For New Zealand small and medium-sized enterprise owners, Fonterra's sustained investment in the CIIE indicates that the Chinese consumer market still has strong demand for high-quality dairy products. The CIIE is not just a showcase but a 'information goldmine' for efficiently connecting with customers, suppliers, and partners. SMEs can learn from Fonterra's path: quickly build brand recognition through the CIIE while paying attention to localised innovation trends in China, such as collaborating with local research centres to develop products tailored to local tastes.
Moreover, Fonterra's management team attending in person shows the importance of directly engaging with Chinese decision-makers. Companies that have not yet exhibited can consider participating in industry roadshows or online matchmaking events to lower the entry barrier. The risk lies in intensifying competition, so product uniqueness must be highlighted, such as organic or grass-fed differentiation.
As long as a niche segment is identified, cooperation opportunities remain.
Keywords: Fonterra, CIIE, China market, dairy industry, innovation centre, application centre, Wuhan, James Robertson, full attendance, globalisation
Source: Penguin Number
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