Shenzhen regulator responds to Nutritech ‘fake foreign brand’ row

Summary

The market regulator of Shenzhen's Luohu district said on July 27 that Shenzhen Nutritech Trading Co. , Ltd holds the Nutritech trademark and can provide import customs declarations and entry goods inspection and quarantine certificates for the milk formula in question. The documents indicate the formula was imported from Australia and cleared customs assessment.

The brand has faced questions over being a 'fake foreign brand'. Its China general agent denied the claim, saying the founding team includes overseas Chinese and all products are made in Australia. Australian trademark records show the trademark was registered by a Hong Kong company in 2018 and transferred to an Australian company in 2019, whose management comprises two ethnic Chinese individuals.

Commentary

The Nutritech case highlights Chinese consumers' growing ability to spot 'fake foreign brands' – a trend that brings both warnings and opportunities for small and medium-sized New Zealand dairy firms eyeing the Chinese market. New Zealand dairy products enjoy a reputation for grass-fed purity. While giants like Fonterra dominate exports, smaller brands often need to carve out niches.

The Shenzhen regulator's confirmation that Nutritech's import paperwork was in order shows that a mere 'Australian/New Zealand heritage' label no longer shields brands from consumer scepticism. A verifiable brand story has become essential. Shell-company registrations overseas, paired with distribution through Chinese-language channels alone, are facing a trust crisis.

Conversely, this environment favours brands with genuine local supply chains and retail foundations. New Zealand SMEs should take note: they must offer transparent traceability from source farms through processing, and build a visible domestic sales network, rather than relying solely on cross-border e-commerce. Under the upgraded New Zealand-China FTA, tariffs on milk powder are gradually moving to zero.

Yet policy benefits need to be paired with solid, honest local operations to secure long-term repurchases and avoid the fate of 'hit-and-run' white-label brands.

Keywords: Nutritech, fake foreign brand, market regulation bureau, imported milk formula, Australia, trademark transfer, customs declaration, inspection and quarantine certificate

Summary in Chinese | 摘要

深圳市罗湖区市场监管局7月27日回应称，深圳市诺崔特贸易有限公司为“诺崔特”商标持有人，能提供涉事奶粉的进口报关单和入境货物检验检疫证明，材料显示奶粉由澳大利亚进口，经海关评定合格。此前，该品牌被质疑为“假洋牌”，其中国总代理否认，称创始团队有外籍华人，产品均在澳生产。澳大利亚商标检索显示，该商标2018年由香港企业注册，2019年转让给澳洲企业，后者管理层为两名华人。

Commentary in Chinese | 评论

“诺崔特”事件折射出中国消费者对“假洋牌”的鉴别意识显著提升，这对新西兰中小乳企开拓中国市场既是警示也是机遇。新西兰乳制品以草饲、纯净形象著称，恒天然等巨头占据出口主导，但中小品牌常需在细分赛道突围。深圳市监部门确认诺崔特进口手续合规，说明纯靠“澳洲/新西兰血统”包装已无法绕过终端质疑，品牌故事的真实可验证性变得关键。

一方面，部分企业利用海外注册空壳公司、仅在华人渠道铺货的模式正面临信任危机；另一方面，这倒逼真正有本地供应链和零售根基的品牌价值显现。新西兰中小企业可从中借鉴：需在源头牧场、加工环节提供透明追溯，并在本土市场建立可见销售网络，而非仅依赖跨境电商。中新FTA升级后奶粉关税逐步归零，但政策红利需叠加扎实的本地化诚信经营才能转化为长期复购，避免重蹈“来去匆匆”的贴牌覆辙。

关键词: 诺崔特, 假洋牌, 市场监管局, 进口奶粉, 澳大利亚, 商标转让, 报关单, 检验检疫证明

Source: East Money