NZ ambassador to China Qiao Wenbo tours Jiajiayue Group

Summary

New Zealand's Ambassador to China, Qiao Wenbo, led a delegation to Jiajiayue Group on 3 September for a dedicated inspection visit. He was accompanied by Lin Haibin, deputy director of the Shandong Provincial Foreign Affairs Office, and Cong Longhai, director of the Weihai Foreign Affairs Office. Jiajiayue chairman Wang Peihuan and assistant general manager Wang Zhiyi received the delegation.

The two sides discussed bringing premium New Zealand products to market, deepening supply chain coordination and building longer-term, diversified cooperation. The delegation toured Jiajiayue's Weihai Jiulongcheng store, focusing on the New Zealand imported goods section. It reviewed point-of-sale sales, consumer feedback and market promotion for honey, fresh fruit, dairy products and beverages, and commended Jiajiayue's approach of building a quality retail business and selecting premium products from around the world.

The delegation then visited Jiajiayue Yuntong Technology and the Weihai logistics centre to inspect the company's digital logistics management system, including its ability to deliver fresh imported goods direct and trace them end to end. Jiajiayue applies a 'buy the world, taste the world' global direct sourcing philosophy and is deepening trade cooperation with New Zealand. The company said it will keep expanding commercial exchange and cooperation with New Zealand, bring in more high-quality and diverse imported products, and help upgrade China-New Zealand trade and business cooperation.

Commentary

The visit by New Zealand's ambassador to Jiajiayue, a leading Shandong retailer, underlines how New Zealand is using regional retail channels to push higher-value food exports into China. China is New Zealand's largest trading partner, but growth in traditional bulk dairy trade has slowed, making categories such as honey, fresh fruit and beverages key areas for expansion. For New Zealand SMEs, Jiajiayue's dense store network across Shandong and northern China, combined with a full-traceability cold chain, offers a way to bypass the high cost of building their own channels and move straight onto shelves in tier-two and tier-three cities.

They should note, however, that Jiajiayue's global direct sourcing model means competing on price against suppliers from Australia, Chile and elsewhere, and that regional consumers are price-sensitive. Smaller brands should emphasise differentiation — UMF-certified mānuka honey, grass-fed dairy — and use sell-through data fed back through the digital system to adjust supply quickly. The ambassador's own inspection of point-of-sale sales and consumer feedback also signals that Wellington is watching the entire chain from export through to retail.

If Jiajiayue expands its New Zealand import volumes as planned, SMEs with compliant labelling and stable capacity are the most likely to win priority shelf space.

Keywords: New Zealand Ambassador to China, Qiao Wenbo, Jiajiayue Group, China-New Zealand trade cooperation, imported goods, supply chain coordination, Weihai, global direct sourcing, dairy products, honey

Summary in Chinese | 摘要

9月3日，新西兰驻华大使乔文博一行到访家家悦集团开展专项考察，山东省外事办副主任林海滨、威海市外事办主任丛龙海陪同，家家悦集团董事长王培桓、总经理助理王志毅接待。双方围绕新西兰优质产品落地推广、供应链深度协同及长远多元合作布局交流洽谈。考察团实地调研家家悦威海九龙城店，重点查看新西兰进口商品专区，了解蜂蜜、鲜果、乳制品、酒水等产品的终端销售、消费者口碑及市场推广情况，对家家悦深耕品质零售、优选全球好物的经营理念给予高度认可。

随后，考察团走访家家悦云通科技、威海物流中心，考察数字化物流管理体系，了解进口商品新鲜直达、全程溯源等供应链能力。家家悦秉持“买世界、品世界”全球直采理念，深化与新西兰贸易合作。未来，家家悦将继续深化与新西兰商贸交流合作，引进更多高品质、多元化优质进口商品，助力中新商贸合作提质升级。

Commentary in Chinese | 评论

新西兰驻华大使到访山东零售龙头家家悦，凸显新西兰正通过区域零售渠道推动高附加值食品出口。中国是新西兰最大贸易伙伴，但传统乳制品大宗贸易增长趋缓，蜂蜜、鲜果、酒水等品类成为拓展重点。对NZ SME而言，借助家家悦在山东及华北的密集门店和全程溯源冷链，可绕过自建渠道的高成本，直接进入二三线城市货架；但需注意家家悦的全球直采策略意味着与澳、智利等供应商同台比价，且区域消费者对价格敏感，中小品牌应突出麦卢卡蜂蜜UMF认证、草饲乳制品等差异化卖点，并利用数字化系统反馈的动销数据快速调整供应。

大使亲自调研终端销售和消费者口碑，也表明新西兰官方关注从出口到零售的完整链路。若家家悦按计划扩大新西兰产品进口规模，具备合规标签和稳定产能的中小企业更可能获得上架优先权。

关键词: 新西兰驻华大使, 乔文博, 家家悦集团, 中新贸易合作, 进口商品, 供应链协同, 威海, 全球直采, 乳制品, 蜂蜜

Source: Jiajiayue Group