Summary
Manuka honey is sold at high prices in the Chinese market, with the most expensive reaching 20, 000 yuan per jin,
yet sales remain high. During the 2019 Singles' Day shopping festival, a brand of Manuka honey became the top seller in the honey category on an e-commerce platform. The product is promoted as having special health benefits, but there are questions about over-marketing.
Commentary
The high pricing strategy for Manuka honey is common among small and medium-sized enterprises in New Zealand, but scepticism about its benefits in the Chinese market could affect long-term sales. On the positive side, brand premium remains strong, and Singles' Day sales show consumers are willing to pay high prices. On the negative side, if a crisis of trust spreads, quality certification and transparency need to be strengthened.
For New Zealand exporters, they should avoid over-promotion, focus on scientific evidence, and explore niche markets (such as gifts and high-end health products). The Chinese market still offers opportunities, but a more rigorous marketing strategy is required.
Keywords: Manuka honey, Chinese market, high price, Singles' Day, sales champion, crisis of trust, over-marketing, New Zealand exports
Source: Sina Finance
Disclaimer: This article is compiled from publicly available sources for general information only. The analysis and commentary are editorial opinions. MiDeer Observer does not guarantee the accuracy or completeness of the information provided. Readers should seek independent professional advice before relying on this content, or contact us for more information.
