New Zealand brand campaign lands at Jiajiayue, taking premium goods direct to shoppers

Summary

New Zealand's ambassador to China, Qiao Wenbo, led a delegation to Jiajiayue Group on 3 September for a fact-finding visit, accompanied by Lin Haibin, deputy director of the Shandong Provincial Foreign Affairs Office, and Cong Longhai, director of the Weihai Foreign Affairs Office. Jiajiayue Group chairman Wang Peihuan and assistant general manager Wang Zhiyi received the delegation, which toured the Jiajiayue Weihai Jiulongcheng store, Yuntong Technology and the Weihai logistics centre. The visit gave the group a first-hand look at how imported New Zealand goods are performing at the retail end and how the company's digital logistics system operates.

Talks between the two sides covered bringing more premium New Zealand products to market, deepening supply chain coordination and building a longer-term, diversified partnership. On 5–6 September, the 'New Zealand National Brand Promotion — Shandong First Stop' and 'Made With Care' dual-city campaign ran simultaneously at Jiajiayue stores in Qingdao and Weihai. The campaign is supported by the New Zealand government and managed by New Zealand Trade and Enterprise.

Jiajiayue has traded with New Zealand for more than a decade, stocking more than 100 product lines — among them mānuka honey, kiwifruit, beef and lamb, and wine — across its national store network. Alongside established products from long-term suppliers, this year's campaign added premium goods from seven new suppliers, covering more than 70 items in food, dairy, honey, beverages, wine, fruit and meat. Wang Zhiyi said New Zealand is known for its pristine natural environment and strict food safety standards, and its products meet the company's need for a stable, high-quality supply.

Jiajiayue's sourcing channels now reach more than 20 countries and regions across Europe, the Americas, Oceania and Southeast Asia, supported by eight ambient and nine fresh logistics centres that form an efficient distribution network.

Commentary

New Zealand Trade and Enterprise's 'Made With Care' national brand campaign has landed in Jiajiayue stores in China, placing more than 100 product lines — mānuka honey, kiwifruit, beef and lamb among them — in front of Shandong shoppers, with seven new suppliers joining the line-up. The campaign extends New Zealand's push to drive exports deeper into Chinese retail channels. China has been New Zealand's largest trading partner for many years, with dairy, meat and fruit accounting for the bulk of exports.

Smaller brands, however, have traditionally relied on bulk trade or cross-border e-commerce, and winning space on Chinese physical retail shelves means clearing access, cold chain and brand awareness hurdles. Jiajiayue operates a dense network of community stores across Shandong and neighbouring provinces. Its eight ambient and nine fresh logistics centres allow it to move stock efficiently — an opening for smaller New Zealand exporters to ride on an established platform.

New Zealand firms should nonetheless be alert to channel concentration risk. Placing products with a single regional retailer can bring payment-term pressure, transferred promotional costs and fierce competition from local brands. Chinese consumers' recognition of New Zealand's 'clean' label has widened from dairy into honey, beverages and other categories, but the Silver Fern mark remains less recognisable than heavyweight brands such as Fonterra and Zespri.

Smaller suppliers need to find points of difference within a shared brand narrative — small sub-regions, specific processing methods or sustainability certification, for example. From a supply chain perspective, Jiajiayue's global direct sourcing system already spans more than 20 countries. For New Zealand goods to hold their place, price stability and continuity of supply are essential, or European and South American alternatives will displace them.

The Qingdao and Weihai events mark the first stop in Shandong. Replicated in more provinces, they would lower the cost of trial and error for small and medium-sized New Zealand firms. The real test is whether campaign traffic converts into repeat purchases, and whether NZTE's endorsement can open a regular channel for suppliers to deal directly with regional retailers.

Keywords: New Zealand national brand promotion, Jiajiayue, New Zealand Trade and Enterprise, Qiao Wenbo, mānuka honey, global direct sourcing, Made With Care, supply chain coordination, imported goods

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。考察团先后走进家家悦威海九龙城店、云通科技及威海物流中心，实地调研新西兰进口商品终端销售情况和数字化物流管理体系，双方围绕新西兰优质商品落地、供应链深度协同、长远多元合作布局洽谈。9月5—6日，由新西兰政府支持、新西兰贸易发展局管理的「新西兰国家品牌推广·山东首站」暨「Made With Care新西兰倾心出品」双城主题活动同步登陆青岛、威海家家悦门店。

家家悦与新西兰的商贸合作已持续十余年，麦卢卡蜂蜜、奇异果、牛羊肉、葡萄酒等100余种商品入驻其全国门店；本届活动除精选长期合作供应商的成熟产品外，还新增7家合作供应商的优质商品，覆盖食品、乳品、蜂蜜、饮料、酒、水果、肉禽等品类70余种商品。王志毅表示，新西兰以纯净的自然环境和严格的食品安全标准著称，产品品质符合企业对稳定、高品质货源的需求。目前家家悦合作渠道覆盖欧洲、美洲、大洋洲、东南亚等20多个国家和地区，并依托8处常温物流中心、9处生鲜物流中心构建高效配送圈。

Commentary in Chinese | 评论

新西兰贸易发展局推动的“Made With Care”国家品牌活动落地中国家家悦门店，将麦卢卡蜂蜜、奇异果、牛羊肉等100余种商品直接呈现给山东消费者，并新增7家供应商。这一动作延续了新西兰对华出口的渠道下沉策略。中国连续多年是新西兰最大贸易伙伴，乳制品、肉类和水果占出口大头，但过去中小品牌多依赖大宗贸易或跨境电商，进入中国实体零售需要克服准入、冷链和品牌认知门槛。

家家悦在山东及周边拥有密集的社区门店网络，其8处常温、9处生鲜物流中心能高效铺货，这为新西兰中小出口商提供了借船出海的机会。另一方面，新西兰企业需警惕渠道依赖风险：将产品集中投放单一区域零售商，可能面临账期压力、促销成本转嫁以及本土品牌的激烈竞争。同时，中国消费者对新西兰“纯净”标签的认知已从乳品扩展到蜂蜜、饮料等品类，但银蕨标识的辨识度仍低于恒天然、佳沛等巨头品牌，中小供应商需在统一的品牌叙事下找到差异化卖点，例如强调小产区、特定加工工艺或可持续认证。

从供应链角度看，家家悦的全球直采体系已覆盖20多个国家，新西兰商品要想持续占位，必须保持价格稳定和供货连续性，否则容易被欧洲或南美同类产品替代。此次青岛、威海双城活动是山东首站，后续若向更多省份复制，对新西兰中小企业意味着更低的试错成本，但真正的挑战在于能否将活动流量转化为复购，并借助NZTE的背书建立起直接对接区域零售商的常态化通道。

关键词: 新西兰国家品牌推广, 家家悦, 新西兰贸易发展局, 乔文博, 麦卢卡蜂蜜, 全球直采, Made With Care, 供应链协同, 进口商品

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