Economic Watch: NZ firms look to import expo to deepen China market ties

Summary

The ninth China International Import Expo runs in Shanghai from 5 to 10 November, with New Zealand companies taking part in more varied ways. New Zealand Trade and Enterprise chief executive Sanchia Yonge said China is a vital market for New Zealand exporters and the expo offers a valuable opportunity to showcase products, learn about the Chinese market, raise brand awareness and connect with customers, business partners and government counterparts. Roy Van Den Hurk, chief executive of Milk New Zealand Dairy Ltd, called the expo the most important trade show for foreign firms entering the China market.

The company's booth has grown from a very small presence to a 200-square-metre standalone display area, and it brings new milk powder formulations each year. New Zealand biotechnology company Blis Technologies has set up an independent booth for the first time this year. Its oral probiotic products have surpassed 100,000 orders in China within two years of sales.

Chief executive Scott Johnson said China is a huge market and Chinese consumers are becoming more proactive about health. Yonge said more than 80 New Zealand exporters are exhibiting this year, with products spanning food and beverage, dairy, fruit, meat, wine, honey, wool, pet food, consumer goods, health supplements, medical health and technology. The New Zealand China Trade Association, in partnership with New Zealand Trade and Enterprise, is leading the Taste New Zealand pavilion, which brings 35 New Zealand exhibitors this year across 1,170 square metres.

The New Zealand pavilion will showcase South Island glacial king salmon, manuka honey linked to native plants and Maori culture, Bay of Plenty avocado oil from the North Island, Hawke's Bay wine, as well as dairy products, ice cream and nutritional supplements. During the expo, the New Zealand Trade and Enterprise China team will help exporters connect with buyers, partners and media, supporting customer meetings, networking, livestreaming, product launches and business agreement signings. Yonge said the goal is to help New Zealand exporters turn conversations at the expo into long-term business partnerships in China.

Van Den Hurk said each year at the expo he observes significant changes in the China market, and companies must go to China in person to engage face-to-face with consumers and the market, and keep pace with China's market.

Commentary

The ninth China International Import Expo is once again a key moment for New Zealand companies looking to deepen their presence in the China market. More than 80 New Zealand exporters are exhibiting, spanning dairy, honey, wine, health supplements and biotechnology, with 35 small and medium-sized enterprises forming the Taste New Zealand pavilion across 1,170 square metres. The scale reflects the resilience of the China-New Zealand trade relationship: China has remained New Zealand's largest trading partner for many consecutive years, with bilateral goods trade expected to exceed NZ$40 billion in 2025.

For New Zealand SME owners, the value of the expo has shifted from simple product display to market insight and channel connections. Milk New Zealand Dairy Ltd has expanded from a small initial booth to a 200-square-metre standalone area and launches new milk powder formulations each year, showing that sustained participation can effectively build brand recognition and distribution networks. Blis Technologies' oral probiotic products surpassed 100,000 orders in China within two years, confirming growth in Chinese consumer demand for functional health products, a trend that aligns closely with New Zealand's strengths in natural, science-backed offerings.

Yet challenges accompany the opportunities. Chinese domestic brands are rising rapidly in categories such as dairy and health supplements, and e-commerce competition is intense. New Zealand SMEs may struggle to sustain momentum if they rely solely on a 'pure' label.

The face-to-face exchanges at the expo help companies capture shifts in consumer preferences, such as growing emphasis on personalised nutrition and sustainable packaging. New Zealand Trade and Enterprise's emphasis on supporting livestreaming, product launches and business agreement signings suggests SMEs should plan digital marketing strategies in advance and consider partnering with local players to reduce market entry costs. From an industry perspective, large co-operatives such as Fonterra still dominate dairy exports to China, but SMEs have room to differentiate in niche segments such as manuka honey, avocado oil and functional probiotics.

The Taste New Zealand pavilion's focus on regional products such as South Island king salmon and Hawke's Bay wine is an attempt to build premium pricing power through origin stories. For New Zealand companies not yet in the China market, the expo offers a low-cost opportunity to test the waters, but they need clear goals: finding distributors, testing product acceptance, or building brand awareness? Different goals require different exhibition strategies and resource allocation.

The scale and pace of change in the China market require companies to stay agile, as Van Den Hurk said, one must be there in person to feel the changes. In the future, as Chinese consumers' demand for high-quality, traceable food continues to grow, the opportunity for New Zealand SMEs lies in turning 'pure' into verifiable quality standards and transparent supply chain narratives, rather than stopping at marketing slogans.

Keywords: China International Import Expo, New Zealand exporters, New Zealand Trade and Enterprise, Taste New Zealand pavilion, dairy, Blis Technologies, manuka honey, China market

AI illustration on MiDeer Observer

Source: Xinhua News Agency