Summary
Fonterra, a perennial exhibitor at the China International Import Expo (CIIE), has participated for eight consecutive years, deepening its presence in the Chinese market. It now operates six application centres and one innovation centre in China, with the Wuhan application centre officially opening in 2024. Its R&D products cover baking, foodservice, and beverage channels.
During the 8th CIIE, Fonterra’s management team visited in a group, treating the expo as 'China Lesson One'. Chief of Staff James Robertson got lost on his first visit, overwhelmed by the scale and diversity of the exhibition. The CIIE provides Fonterra with a platform for product showcase, market insights, and global connections, helping it quickly engage customers, suppliers, and partners while exploring internationalisation needs.
Fonterra continues to increase its innovation investment in China; specific cooperation plans and future initiatives are yet to be announced.
Commentary
Fonterra’s eight-year consecutive participation in the CIIE, and the scale of its investment, underscores China’s strategic value to the company. For New Zealand small and medium-sized enterprise (SME) owners, the CIIE is not merely a showcase window but also an efficient platform to understand Chinese consumer trends and contact potential partners. Fonterra achieves localised innovation through its six application centres; SMEs can learn from this strategy by leveraging CIIE resources to seek niche collaborations, for instance, supplying specialty dairy ingredients for baking and foodservice channels.
However, it is important to assess exhibition costs versus returns. While a giant like Fonterra can afford a large booth, SMEs might consider joint booths or targeted matchmaking sessions. Additionally, Fonterra management’s 'first lesson' indicates the complexity of Chinese market demand; it is advisable for SMEs to research target customer preferences in advance to avoid blindly following trends.
Conclusion: designing exhibition plans around product characteristics and trends such as health and convenience may prove more effective than simply pursuing high contract volumes.
Keywords: CIIE, Fonterra, Chinese market, application centre, innovation centre, Wuhan, New Zealand dairy, perennial exhibitor, management team, localisation
Source: Tencent News
Disclaimer: This article is compiled from publicly available sources for general information only. The analysis and commentary are editorial opinions. MiDeer Observer does not guarantee the accuracy or completeness of the information provided. Readers should seek independent professional advice before relying on this content, or contact us for more information.
