Bank of China Shanghai Pushes 9th CIIE, Enlists 30 NZ Firms

Summary

Bank of China Shanghai Branch is bringing more than 30 New Zealand companies to the 9th China International Import Expo (CIIE), with contracted exhibition space exceeding 1,

000 square metres. It also supported 18 countries and regions in hosting overseas exhibition promotion events, and assisted in organising five domestic investment roadshows to facilitate cross-border matchmaking.

Commentary

The CIIE has emerged as a key platform for New Zealand agricultural exports to China. By leading over 30 NZ firms to secure more than 1,000 sqm of exhibition space and coordinating with its New Zealand subsidiary to provide cross-border financial support, Bank of China is helping small and medium-sized enterprises overcome communication and trust barriers when connecting with Chinese buyers. On the opportunity side, the expo's B2B matchmaking mechanism particularly benefits small brands without a China presence – food and agricultural exhibitors from New Zealand can leverage Bank of China's cross-border matchmaking events to quickly reach regional distributors and shorten the trial-and-error cycle.

However, competition is intensifying: this year's overseas exhibition recruitment covers 18 countries, putting NZ products in direct competition with European dairy and South American meat. NZ companies must differentiate through quality narratives such as pure provenance and traceability, rather than relying solely on tariff preferences. Chinese consumers' perception of imported food is becoming increasingly segmented, and it is advisable for exhibitors to secure downstream channels in advance rather than stopping at booth conversations.

Keywords: CIIE, Bank of China Shanghai Branch, exhibition recruitment, investment promotion, roadshow, cross-border matchmaking, New Zealand companies, contracted area, overseas promotion

Source: Jiefang Net