Natur Top to exit China market amid ‘fake foreign brand’ questions

Summary

Natur Top, a formula brand promoted as 'genuinely imported from Australia' and a 'No. 1 bestseller,

' faces mounting questions over its 'fake foreign brand' status. Its trademark was originally held by a Hong Kong company, before being transferred to Natur Top Biotechnology Pty Ltd in Australia in 2019.

Commentary

The Natur Top case highlights the growing wariness among Chinese consumers toward 'fake foreign brands' in infant formula. Typically, these brands cultivate an imported image through overseas registration and contract manufacturing, yet lack a genuine home-market base, leaving them exposed to greater scrutiny. In recent years, brand concentration in China's formula market has intensified, with leading domestic players and international brands with authentic origins ahead.

That has narrowed the space for smaller 'pseudo-imported' labels. For New Zealand SMEs, China remains an attractive market, but brand transparency and a credible origin story are essential. New Zealand dairy enjoys strong trust, but if contract manufacturing or licensing is part of the model, marketing must faithfully reflect actual supply arrangements.

Failure to do so can trigger questions that lead to shrinking distribution networks and compliance risks. Natur Top's sales tumbling to just over 2 million yuan underscores how vulnerable cross-border operations can be without local supply chains or brand loyalty. New Zealand companies can draw lessons from the path taken by major players such as Fonterra, which built a solid China presence by prioritising joint ventures or self-built channels over branding alone.

Keywords: Natur Top, fake foreign brand, infant formula, Australian import, exit China market, sales, consumer questions

Summary in Chinese | 摘要

诺崔特（Natur Top）宣称“澳洲原装进口”“热卖榜第一”遭质疑“假洋牌”。经查，其商标原由香港公司持有，2019年转让给澳大利亚Natur Top Biotechnology Pty L

Commentary in Chinese | 评论

诺崔特事件折射出中国消费者对进口奶粉“假洋牌”的警惕日益升高。这类品牌通常借海外注册、代工模式营造进口形象，但缺乏本土市场根基，最终难逃消费者审视。近年来中国市场奶粉品牌集中度提升，头部国产品牌与拥有真实产地背书的国际品牌占据主流，中小“伪进口”品牌生存空间收窄。

对于新西兰中小企业，中国市场仍具吸引力，但需注意品牌透明度和产地故事的真实性：新西兰乳制品虽享有较高信任，但若采用代工或授权模式，必须严格确保宣传与产地一致，否则一旦被质疑，可能面临渠道收缩和合规风险。从诺崔特销售额骤降至200余万元的趋势看，未建立本土供应链和品牌忠诚度的跨境业务极易波动。新西兰企业可借鉴恒天然等深耕中国市场的经验，优先以合资或自建渠道建立实体存在，而非依赖单纯的品牌包装。

关键词: 诺崔特, 假洋牌, 奶粉, 澳洲进口, 退出中国市场, 销售额, 消费者质疑

Source: East Money Network