Wenzhou Chamber Seeks Two-Way Consumer Goods Trade with New Zealand

Summary

The Forum on the Globalisation of Chinese Enterprises in the New Free Trade Landscape was held on 10 October 2026 at the Wenzhou People's Great Hall. Former New Zealand Prime Minister Jenny Shipley attended alongside government, business and academic representatives from both countries to discuss the China-New Zealand business environment, key industry opportunities and models for Wenzhou firms going global. During the forum, the Wenzhou Import and Export Consumer Goods Chamber of Commerce and the New Zealand Cross-Border Trade Promotion Association signed a strategic co-operation framework agreement establishing a regularised co-ordination mechanism.

Under the agreement, the New Zealand side will leverage local resources to connect Chamber member firms with quality products and brands, while the Chamber will draw on its industrial cluster and cross-border e-commerce channel advantages to help New Zealand products enter Wenzhou and the domestic market. Both sides will jointly promote trade missions, exhibition promotion, supply-demand matching and brand development to seize RCEP dividends. Shipley said the two economies are highly complementary and the bilateral free trade agreement has injected momentum into the economic and trade relationship.

New Zealand firms are predominantly small and medium-sized enterprises, which align well with Wenzhou's private businesses. Chamber President Zhang Hao said Wenzhou's total goods trade imports and exports have steadily expanded, with private enterprises maintaining a high share of exports over the long term. Consumer goods trade is the most dynamic and livelihood-oriented segment of Wenzhou's foreign trade, and member firms have already positioned themselves in importing more premium food, alcoholic beverages and other categories.

Next, the Chamber will rely on the platform of the International Co-operation Committee of the Wenzhou Federation of Industry and Commerce to build platforms and pool resources, establish mechanisms to facilitate matching, and strengthen empowerment to guard against risks. Keeping to the theme of 'Rooted in Wenzhou, Connected Globally', it will drive growth in two-way consumer goods trade between the two regions.

Commentary

New Zealand SME owners should take note of the strategic co-operation framework agreement signed between Wenzhou and the New Zealand Cross-Border Trade Promotion Association. Wenzhou, a major hub of China's private economy, has active consumer goods imports and exports, a high share of private enterprise exports, and has already positioned itself in importing premium food, alcoholic beverages and other categories. The agreement provides a regularised mechanism for New Zealand small and medium-sized brands to access channel matching, exhibition promotion and brand development in Wenzhou and the Chinese market, lowering barriers to market entry.

New Zealand firms are predominantly SMEs, which align well with Wenzhou's private businesses, especially in food and beverages. New Zealand's dairy products, honey and wine have quality advantages, while Wenzhou has mature cross-border e-commerce and distribution networks. However, New Zealand firms should also note the intense competition in the Chinese market and shifting consumer preferences.

They are advised to use the Chamber platform to access market entry rules and risk alerts, take advantage of RCEP tariff preferences, and start with Wenzhou as a pilot before gradually expanding. On the other hand, Wenzhou firms going global to New Zealand also need to understand local strict biosecurity and food standards. Two-way co-operation must proceed on a compliance basis.

Keywords: China-New Zealand economic and trade relations, Wenzhou, consumer goods trade, strategic co-operation framework agreement, Jenny Shipley, cross-border e-commerce, RCEP, private enterprises going global

Summary in Chinese | 摘要

2026年10月10日，新自由贸易格局中的中国企业全球化论坛在温州市人民大会堂举行，新西兰前总理珍妮·希普利与中新两国政界、商界、学界代表出席，围绕中新营商环境、重点产业机遇、温企出海模式等议题交流。论坛期间，温州市进出口消费品商会与新西兰跨境贸易促进会签署战略合作框架协议，建立常态化协作机制：新方依托本土资源为商会会员企业对接优质产品与品牌，商会发挥产业集群与跨境电商渠道优势，帮助新西兰产品进入温州及国内市场，双方共同推进商贸互访、展会推介、供需对接与品牌培育，抢抓RCEP红利。希普利表示，新中两国经济互补性强，双边自贸协定为经贸关系发展注入动力，新西兰企业以中小企业为主，与温州民营企业契合度高。

商会会长张浩指出，温州货物贸易进出口总额稳步扩大，民营企业出口占比长期保持高位，消费品进出口是温州外贸中最具活力、最贴近民生的板块，会员企业已布局进口更多优质食品、酒类等赛道。下一步商会将依托温州市工商联国际合作委员会平台，搭平台聚资源、建机制促对接、强赋能防风险，紧扣“扎根温州、联通全球”主线，推动两地消费品双向贸易增长。

Commentary in Chinese | 评论

新西兰中小企业主应关注温州与新西兰跨境贸易促进会签署的战略合作框架协议。温州作为中国民营经济重镇，消费品进出口活跃，民营企业出口占比高，且已布局进口优质食品、酒类等赛道。该协议为新西兰中小品牌进入温州及中国市场提供了渠道对接、展会推介和品牌培育的常态化机制，降低了市场准入门槛。

新西兰企业以中小企业为主，与温州民营企业契合度高，尤其在食品饮料领域，新西兰的乳制品、蜂蜜、葡萄酒等具有品质优势，而温州拥有成熟的跨境电商和分销网络。不过，新西兰企业也需注意中国市场的竞争激烈和消费者偏好变化，建议通过商会平台获取市场准入规则和风险预警，利用RCEP关税优惠，先以温州为试点逐步拓展。另一方面，温州企业出海新西兰也需了解当地严格的生物安全和食品标准，双向合作需在合规基础上推进。

关键词: 中新经贸, 温州, 消费品贸易, 战略合作框架协议, 珍妮·希普利, 跨境电商, RCEP, 民营企业出海

Source: Wenzhou Import and Export Consumer Goods Chamber of Commerce