Summary
The ninth China International Import Expo has drawn a mix of Australian and New Zealand exhibitors, from long-standing participants to first-timers and those taking independent booths for the first time. Sam Zhang, international business head at Australia's Bula Dairy, said the company signed cooperation agreements with Chinese restaurant chain Big Pizza in 2024 and grocery platform Dingdong Maicai in 2025. Roy van den Hurk, chief executive of New Zealand's Theland Dairy, said the company has grown from a small stall to a 200-square-metre independent booth, achieving tangible sales growth through the expo, which it regards as the most important trade show for foreign firms entering the China market.
Australian probiotics company Biome Australia will make its debut, with business training director Rebecca Edwards describing the China market as the company's logical next stop. New Zealand oral probiotics firm Bliss Technologies is attending with an independent booth for the first time, with chief executive Scott Johnson saying the China market is very large and consumers are becoming more proactive about their health. Chris Picton, South Australia's Minister for Trade and Investment, said nearly 40 South Australian companies will showcase products at this year's expo, spanning wine, spirits, meat, yoghurt, seafood and honey, with a collective display at the South Australia pavilion.
Rhys Roberts, national chairman of the Australia China Business Council, said Australian firms can meet importers, distributors and retailers from across China within a week at the expo. Sanchia Yonge, chief executive of New Zealand Trade and Enterprise, said the agency hopes to help New Zealand exporters turn contacts made at the expo into long-term, stable business partnerships.
Commentary
The ninth CIIE has once again proven a key springboard for Australian and New Zealand firms entering the China market. From Theland Dairy's growth from a 9-square-metre stall to a 200-square-metre independent booth, to Bula Dairy's deals with Dingdong Maicai and Big Pizza, the expo has evolved from a pure showcase into a commercial hub that seals actual transactions. For New Zealand small and medium-sized enterprises, the platform's value lies in efficiently connecting with China's distribution networks — as ACBC chairman Roberts noted, firms can reach importers and retailers nationwide within a week, sharply cutting the time and travel costs of market development.
Yet behind the bustle, a cool assessment is needed: China's consumer market is undergoing structural adjustment, with rising health awareness creating opportunities in niche categories such as probiotics, but competition is intensifying in tandem. Bliss Technologies' choice to take an independent booth reflects its bet on rapid growth in China's oral health spending, but success will depend on precisely targeting the right consumers and building differentiated brand recognition. The collective presence of nearly 40 South Australian companies, covering wine, seafood and other categories, reflects a strategy of regional brands banding together to go global — a lesson for New Zealand's local industry clusters.
NZTE's emphasis on converting expo contacts into long-term partnerships is a reminder that exhibitors should not stop at signing orders on site but must follow up and localise operations. The value of the CIIE lies not only in orders but in serving as a window on Chinese consumer trends — van den Hurk senses market changes each year he attends and adjusts product and channel strategies accordingly. For resource-constrained New Zealand SMEs, the priority before attending is to define goals: testing new products, finding distributors, or raising brand exposure?
Only with clear positioning can the expo's traffic be converted into sustainable commercial returns.
Keywords: CIIE, Australian companies, New Zealand companies, dairy, China market, trade and economic cooperation, probiotics, South Australia
Photo by EclipseChasers on Pixabay
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.
