More than 20 NZ exporters sign up for sixth CIIE

Summary

More than 20 New Zealand exporters have registered for the sixth China International Import Expo (CIIE), the China Chamber of Commerce in New Zealand said at an Auckland roadshow for the event, welcoming further participation. Ning Feng, president of the National Exhibition and Convention Center (Shanghai), spoke at the roadshow. Chen Zhiyang, minister-counsellor at the Chinese Embassy in New Zealand, highlighted the resilience and recovery of the Chinese economy, saying governments at all levels have made economic stability and growth a top priority.

China's economic recovery will inject more confidence into the global economy and further boost New Zealand-China trade and investment cooperation, he said. A recent survey by New Zealand Trade and Enterprise (NZTE) found that 64 percent of urban middle-class consumers in China recognise the quality of New Zealand products, the highest share among all surveyed markets. Jane Liu, NZTE's Greater China market manager, expects more New Zealand companies to attend the CIIE in China this year to build connections with customers, channel partners and consumers.

Justine Arroll, trade strategy manager at Fonterra, agreed, saying the CIIE is now a key event on Fonterra's China calendar. Fonterra has participated since the first CIIE in 2018, expanding its booth from 50 square metres to 260 square metres in 2023, and will launch a new high-protein UHT milk at this year's expo. The event was co-hosted by the China Chamber of Commerce in New Zealand and the China International Import Expo Bureau, with representatives from the Chinese Embassy in New Zealand, the New Zealand China Council, the New Zealand China Trade Association and NZTE, as well as about 200 political and business figures, in attendance.

Commentary

The sixth CIIE Auckland roadshow has drawn registrations from more than 20 New Zealand exporters, with leading companies such as Fonterra continuing to expand their presence from 50 square metres to 260 square metres and planning to launch a new high-protein UHT milk. An NZTE survey shows that 64 percent of urban middle-class consumers in China recognise the quality of New Zealand products, providing a market foundation for New Zealand brands. As a national-level import platform, the CIIE offers small and medium-sized New Zealand enterprises a channel to directly reach Chinese buyers and test market response, particularly for those yet to establish a distribution network in China.

However, the cost of exhibiting and the ability to follow up are factors that SMEs need to weigh; exhibiting alone does not guarantee orders and must be paired with a market strategy. Fonterra's continued investment shows that large companies see the CIIE as a key node for brand display and client maintenance, while SMEs can lower individual costs by participating collectively under the New Zealand pavilion. Signals of recovery in the Chinese economy and the government's emphasis on growth may drive a rebound in consumer demand, but New Zealand companies need to be aware of intensifying competition in the Chinese market and the rise of local brands.

For exporters reliant on the Chinese market, the CIIE remains a pragmatic choice for observing trends and building connections, but participation goals should be set in line with their own product positioning and resource commitment.

Keywords: China International Import Expo, China Chamber of Commerce in New Zealand, Auckland roadshow, New Zealand exporters, Fonterra, New Zealand Trade and Enterprise, New Zealand-China trade, high-protein UHT milk

Photo by Gaurav Kumar on Pexels

Source: CCCNZ