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
Source: East Money
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.
