Multinationals see China business grow tenfold as CIIE opens

Summary

The eighth China International Import Expo (CIIE) opened on 5 November 2026 at the National Exhibition and Convention Center in Shanghai, drawing nearly 1,000 political, business and media representatives from around the world. Roy van den Hurk, global chief executive of New Zealand dairy company Theland, said the company has exhibited for nine consecutive years, expanding from a small initial booth to a standalone 200-square-metre space, and used this year's expo for the global debut of its Black Gold A2 fresh milk powder. New Zealand was the first developed country to sign a free trade agreement with China, and its dairy products have entered China tariff-free since 2024, saving NZ$350 million a year in duties; New Zealand dairy exports to China rose 40.8 percent in the first quarter of 2026, and China has become New Zealand's largest trading partner.

Canadian health supplement company Jamieson is exhibiting for the second time this year, with a booth four times larger. Global president and CEO Mike Pilato said the company has been in the Chinese market for 20 years, acquired a local distributor three years ago and set up its China headquarters in Shanghai, with its China business growing 8 to 10 times and China now its fastest-growing market globally and the destination for its largest global investment. Logitech global CEO Hanneke Faber is attending for the first time and said China represents half of the global gaming market.

Logitech launched its 'In China, For China' programme in Shanghai two years ago and has built a complete local team covering design, research and development, sales and marketing, and is applying for recognition as a Shanghai official R&D innovation centre, focusing on areas including the cloud gaming ecosystem and generative AI. Singapore Business Federation chairman Lee Kian Hui said Singapore has brought 50 to 60 companies to the expo each year since the first edition in 2018, generating cumulative orders of nearly US$533 million; last year 17 companies signed US$17 million in memoranda of understanding, and this year 54 companies are attending across consumer goods, food and professional services. Bilateral trade between China and Singapore reached US$119.25 billion in 2025, and Singapore has been China's largest source of new foreign investment for 13 consecutive years.

Estée Lauder president and CEO Stéphane de La Faverie said that in response to the rapid growth of local Chinese beauty brands, the company this year launched the 'Beauty X' programme, partnering with local start-ups, biotech companies and hospitals on localised R&D of new products. China's imports of nutritional and health food reached US$8.282 billion in 2025, and total annual retail sales of consumer goods are expected to reach RMB60 trillion by the end of the 15th Five-Year Plan period, with the services sector expected to exceed RMB50 trillion.

Commentary

The eighth CIIE again highlights the pull of the Chinese market, with multinational executives signalling continued confidence in China's consumer potential through concrete investment. The case of New Zealand dairy company Theland deserves particular attention from local small and medium-sized enterprises: its booth has grown from a small initial space to 200 square metres, and it chose the expo for the global debut of its Black Gold A2 fresh milk powder. Behind that is tariff-free access for New Zealand dairy products into China since 2024, saving NZ$350 million a year in duties, and export growth of 40.8 percent to China in the first quarter of 2026.

For smaller New Zealand dairy firms, zero tariffs lower the barrier to entering the Chinese market, but competition is just as intense — giants such as Fonterra already hold an early advantage, and Australian dairy is also returning to growth. Smaller firms could follow Theland's approach, using the CIIE platform to connect directly with Chinese channel partners and focusing on differentiated categories such as A2, organic and grass-fed products to avoid head-on price competition with the majors. On the other hand, the experience of Canadian supplement maker Jamieson shows that acquiring a local distributor and establishing a China headquarters is an effective path to rapid localisation; its China business has grown 8 to 10 times in three years, and China has become its fastest-growing market globally.

This suggests to New Zealand health food companies that relying solely on export agents makes deep penetration of the Chinese market difficult, and that localised operations or closer equity partnerships with Chinese partners should be considered. At the same time, Logitech's 'In China, For China' strategy and Estée Lauder's localised R&D programme reflect how competition in China has escalated from products to research and innovation, challenging models that rely purely on brand premium. For New Zealand SMEs, the CIIE is not only a showcase but a practical platform for observing Chinese consumer trends and connecting with supply chain resources.

Singaporean companies have attended in groups for years, accumulating US$533 million in orders, and their diversified mix across consumer goods, food and professional services offers a reference for New Zealand firms considering group participation and resource sharing. China's consumer market is forecast to reach RMB60 trillion in total retail sales by the end of the 15th Five-Year Plan period, with the services sector exceeding RMB50 trillion, but the window of opportunity is not evenly distributed: companies need to build localised capabilities in niche segments to turn CIIE traffic into sustainable business growth.

Keywords: CIIE, Theland, Roy van den Hurk, zero tariffs on New Zealand dairy, Jamieson, Logitech, Singapore Business Federation, Estée Lauder, China-New Zealand bilateral trade, investment in the Chinese market

Photo by kewl on Pixabay

Source: East Money