NZ firms see CIIE as springboard into China market

Summary

New Zealand Nature Group general manager Zhang Yan told Xinhua in Wellington that the China International Import Expo (CIIE) helps companies broaden customer channels and raise brand awareness, and the group will bring newly developed beverages and manuka honey derivative products to the ninth CIIE in Shanghai. New Zealand Nature Group has exhibited since the first CIIE in 2018, a run that has coincided with the expo's rising profile and growing exhibitor participation. Its products span forestry products including logs and timber, New Zealand beef, lamb and seafood, honey and honey products, health products and other pre-packaged goods, as well as wine and beverages.

This time, alongside honey, wine, snack foods and health products, the company will showcase newly developed beverages and manuka honey derivative products, and has invited scientists in related fields to host product knowledge salons to deepen consumer understanding. Zhang described the group as a 'pioneer' of the CIIE: at the first edition, exhibitors knew little about the scale and nature of the expo and relatively few attended, but consumers have since encountered products through the CIIE and tried ordering online and repurchasing. She said the number of exhibitors and participating countries (regions) has repeatedly hit new highs, and domestic visitor numbers have 'grown wildly'.

The company's contacts have expanded from traditional importers and distributors to online platform distributors and group-buying operators, some negotiating directly at the booth, greatly expanding its existing channels and scale. For New Zealand small and medium-sized enterprises, she said, first-hand access to customers in China's huge market is very important; the CIIE broadens customer channels, connects companies with more businesses and direct consumers, and lays a solid foundation for opening more market channels, representing a huge dividend for brand development.

Commentary

New Zealand Nature Group has exhibited continuously since the inaugural CIIE in 2018, expanding its line-up from forestry products and beef and lamb to honey, wine and health foods. This year it is adding beverages and manuka honey derivative products and inviting scientists to host salons, underscoring the CIIE's value as a platform for brand display and consumer education. China's imported food market continues to grow, with total imported food valued at about US$140 billion in 2023.

New Zealand enjoys competitiveness in categories such as dairy and honey thanks to tariff advantages under the upgraded China-New Zealand free trade agreement. However, the manuka honey market faces competition from Australian brands, and Chinese domestic honey brands are rising, so New Zealand SMEs need to sharpen their differentiation. The CIIE brings not only traditional importers but also e-commerce platforms and group-buying operators, offering NZ SMEs a low-cost channel to test the market and build direct customer relationships.

But exhibiting requires resources, and companies should select products precisely and use on-site feedback to adjust strategy. New Zealand Nature Group's experience shows that sustained participation builds brand recognition and expands channels, but SMEs need to assess the input-output ratio and combine online operations to achieve conversion.

Keywords: CIIE, New Zealand Nature Group, Zhang Yan, manuka honey, China market, customer channels, New Zealand SMEs, brand awareness, ninth CIIE, Shanghai

Photo by Petra Reid on Pexels

Source: Economic and Commercial Office of the Ministry of Commerce at the Consulate-General in Auckland