Bank of China Shanghai Pushes 9th CIIE, Enlists 30 NZ Firms

Summary

Bank of China Shanghai Branch is bringing more than 30 New Zealand companies to the 9th China International Import Expo (CIIE), with contracted exhibition space exceeding 1,

000 square metres. It also supported 18 countries and regions in hosting overseas exhibition promotion events, and assisted in organising five domestic investment roadshows to facilitate cross-border matchmaking.

Commentary

The CIIE has emerged as a key platform for New Zealand agricultural exports to China. By leading over 30 NZ firms to secure more than 1,000 sqm of exhibition space and coordinating with its New Zealand subsidiary to provide cross-border financial support, Bank of China is helping small and medium-sized enterprises overcome communication and trust barriers when connecting with Chinese buyers. On the opportunity side, the expo's B2B matchmaking mechanism particularly benefits small brands without a China presence – food and agricultural exhibitors from New Zealand can leverage Bank of China's cross-border matchmaking events to quickly reach regional distributors and shorten the trial-and-error cycle.

However, competition is intensifying: this year's overseas exhibition recruitment covers 18 countries, putting NZ products in direct competition with European dairy and South American meat. NZ companies must differentiate through quality narratives such as pure provenance and traceability, rather than relying solely on tariff preferences. Chinese consumers' perception of imported food is becoming increasingly segmented, and it is advisable for exhibitors to secure downstream channels in advance rather than stopping at booth conversations.

Keywords: CIIE, Bank of China Shanghai Branch, exhibition recruitment, investment promotion, roadshow, cross-border matchmaking, New Zealand companies, contracted area, overseas promotion

Summary in Chinese | 摘要

中国银行上海市分行已组织30余家新西兰企业参展第九届进博会，展团签约面积超1000平方米；并支持18个国家和地区举办境外招展推介活动。同时，协助筹办5场境内招商路演，推动跨境撮合对接。

Commentary in Chinese | 评论

连续多届进博会已成为新西兰农产品进入中国市场的关键跳板。中国银行此次牵头30余家新西兰企业签约超1000平方米展位，并联动新西兰子行提供跨境金融支持，直接降低了中小企业对接中国采购商的沟通与信任成本。从机遇面看，进博会的B2B撮合机制尤其适合未在华设立分支的中小品牌，食品农产品领域的新西兰展商可借助中行跨境撮合会快速接触区域分销商，缩短试错周期。

但另一面是竞争加剧：今年境外招展覆盖18国，欧洲乳制品、南美肉类等同品类竞争激烈，新西兰企业需在纯净产地、可追溯等品质叙事上下功夫，而非仅依赖关税优惠。当前中国消费者对进口食品的认知日趋分层，建议参展企业提前绑定下游渠道，而非止步展台交谈。

关键词: 进博会, 中国银行上海市分行, 招展, 招商, 路演, 跨境撮合, 新西兰企业, 签约面积, 境外推介

Source: Jiefang Net