Summary
The ninth China International Import Expo will run in Shanghai from 5 to 10 November, with New Zealand companies taking part in more diverse ways. New Zealand Trade and Enterprise chief executive Sanchia Yonge said China is an important market for New Zealand exporters and the expo offers a valuable opportunity to showcase products to buyers and consumers, track changes in the Chinese market, raise brand awareness and connect with long-term partners. More than 80 New Zealand exporters will exhibit this year, spanning food and beverage, dairy, fruit, meat, wine, honey, wool, pet food, consumer goods, health supplements, healthcare and technology.
NZTE and the New Zealand China Chamber of Commerce are leading the 'Taste of New Zealand' pavilion, which brings together 35 New Zealand exhibitors across 1,170 square metres. The pavilion will showcase king salmon from the glacial waters of the South Island, mānuka honey linked to native plants and Māori culture, avocado oil from the Bay of Plenty, Hawke's Bay wine, as well as dairy products, ice cream and nutritional supplements. Milk New Zealand Dairy Ltd chief executive Roy Van Den Hurk said the expo is the most important trade show for foreign companies entering the China market.
The company's stand has grown from a very small space to a 200-square-metre independent area, and it will bring new formula milk products each year aimed at older consumers. New Zealand biotechnology company Blis Technologies has set up an independent stand for the first time this year; its oral probiotic products have received more than 100,000 orders in China within two years of sales. Chief executive Scott Johnson said China is a huge market and Chinese consumers are paying more proactive attention to health.
During the expo, NZTE's China team will help exporters connect with buyers, partners and media, support client meetings, networking events, livestreams and product launches, and witness the signing of commercial agreements. Yonge said the aim is to help New Zealand exporters turn conversations at the expo into long-term business partnerships in China.
Commentary
The ninth CIIE is once again a key window for New Zealand companies to deepen their engagement with the China market. More than 80 New Zealand exporters are exhibiting, with 35 forming the 'Taste of New Zealand' pavilion across 1,170 square metres, featuring products such as king salmon, mānuka honey, avocado oil and Hawke's Bay wine. For New Zealand small and medium-sized enterprises, the expo is not only a showcase platform but also a direct channel to sense rapid changes in the China market.
Milk New Zealand Dairy has expanded from a small initial stand to a 200-square-metre independent area and launches new formula milk products for older consumers each year, reflecting evolving demand in China's niche markets. Blis Technologies' oral probiotic products have received more than 100,000 orders in China in two years, and its chief executive said Chinese consumers are paying more proactive attention to health — a clear signal for functional food and health supplement companies. At the same time, NZTE emphasises that it will help exporters connect with buyers and support livestreams and product launches, indicating that relying solely on traditional trade channels is no longer sufficient and that digital marketing and localised partnerships have become necessary supplements.
From an industry perspective, competition in China's dairy market is intense, with local brands and European and American giants both stepping up investment; New Zealand companies need to leverage their 'pure' image and grass-fed advantages to build differentiation in premium and functional categories. Whether commercial agreements signed during the expo translate into long-term partnerships depends on subsequent channel development and brand building. New Zealand SMEs should watch for opportunities arising from consumption upgrading in China's tier-2 and tier-3 cities, while remaining alert to the potential impact of supply chain costs and geopolitical risks on trade flows.
Keywords: China International Import Expo, New Zealand exporters, New Zealand Trade and Enterprise, Taste of New Zealand pavilion, dairy products, Blis Technologies, oral probiotics, China market, business cooperation
Photo by TheDigitalArtist on Pixabay
Source: Global Times
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.
