WELLINGTON: New Zealand businesses are stepping up efforts to expand their presence in China’s vast consumer market, with more than 80 exporters preparing to showcase their products and services at the ninth China International Import Expo (CIIE) in Shanghai from November 5 to 10.
The annual exhibition has emerged as an important platform for New Zealand companies seeking Chinese buyers, commercial partnerships and opportunities to respond to changing consumer preferences in the world’s second-largest economy.
This year’s participation includes established exporters returning to the event alongside emerging businesses making their debut with independent exhibition booths, reflecting growing interest in strengthening commercial ties with China.
Sanchia Yonge, Chief Executive of New Zealand Trade and Enterprise (NZTE), the government’s international business development agency, said China remained a key market for New Zealand exporters.
She said the CIIE offered businesses an opportunity to introduce their products, strengthen brand recognition and establish connections with buyers, distributors and government partners.
The exhibition also allows companies to better understand market trends and develop relationships that support their long-term growth in China.
For Milk New Zealand Dairy Ltd, the expo has played a significant role in expanding its business.
Company CEO Roy Van Den Hurk described the CIIE as one of the most important events for foreign businesses seeking entry into the Chinese market.
He said the exhibition brought together buyers from across China, creating opportunities that would otherwise require extensive individual marketing efforts.
Having participated in the expo for several years, the dairy company has expanded from a small exhibition stand to an independent booth covering 200 square metres.
Van Den Hurk said the company’s continued participation had contributed to tangible business growth and helped it maintain direct contact with Chinese customers and distribution networks.
New Zealand biotechnology company Blis Technologies is also expanding its presence at the exhibition, securing an independent booth for the first time this year.
The company has recorded more than 100,000 orders for its oral probiotic products in China over the past two years.
Blis Technologies CEO Scott Johnson said China’s large consumer market offered significant opportunities, particularly as consumers increasingly focused on preventive healthcare and personal wellbeing.
However, he stressed that companies needed targeted strategies and a clear understanding of local demand to succeed.
New Zealand’s participation this year will cover a broad range of industries, including dairy, fruit, meat, wine, honey, wool, pet food, healthcare, nutritional supplements, consumer products and technology.
A major attraction will be the “Taste of New Zealand” exhibition group, organised by the China Chamber of Commerce in New Zealand in cooperation with NZTE.
The group will bring 35 New Zealand exhibitors together across an exhibition area of 1,170 square metres.
The New Zealand Pavilion will feature products representing different regions and industries, including king salmon from the South Island, manuka honey, avocado oil from the Bay of Plenty, Hawke’s Bay wines, dairy products, ice cream and nutritional supplements.
The displays will highlight the country’s agricultural and food-processing capabilities while introducing Chinese buyers to a wider range of premium New Zealand products.
Throughout the six-day exhibition, NZTE representatives in China will help participating exporters arrange meetings with potential buyers, establish business connections and promote products through livestreaming and launch events.
The agency will also support networking activities and commercial agreements between New Zealand exporters and Chinese partners.
“We want to help New Zealand exporters turn conversations at CIIE into lasting commercial partnerships in China to support their ongoing growth,” Yonge said.
Beyond securing sales, New Zealand businesses increasingly view the exhibition as an opportunity to understand China’s rapidly evolving consumer market.
Van Den Hurk said regular visits to the CIIE allowed his company to observe changes in purchasing habits, product preferences and distribution channels.
He emphasised that exporters needed to engage directly with Chinese consumers and business partners rather than rely solely on overseas market research.
Milk New Zealand Dairy plans to introduce new milk powder formulations at this year’s exhibition, including products designed to meet the nutritional needs of elderly consumers.
The company has also been adapting its packaging, product development and promotional strategies to reflect changing market requirements.
Van Den Hurk said introducing new products at each edition of the expo had become an important part of the company’s strategy to maintain its competitiveness in China.
Similarly, Blis Technologies sees the CIIE as a platform for gathering customer feedback and improving its products.
Johnson said direct interaction with Chinese buyers and consumers helped international businesses identify emerging trends and adjust their offerings.
He noted that China’s consumer market was changing quickly, making regular engagement increasingly important for foreign companies seeking sustainable growth.
As the ninth CIIE approaches, New Zealand exporters are looking beyond immediate sales to build lasting commercial relationships, strengthen brand recognition and expand their participation in China’s evolving consumer and technology markets.