Summary
New Zealand dairy giant Fonterra has participated in the China International Import Expo (CIIE) for eight consecutive years, leveraging the platform to deepen its presence in the Chinese market. Fonterra has continuously expanded its exhibition space, increased contract signings, and frequently launched new products. The CIIE provides opportunities for showcasing, gaining insights, and connecting with global partners.
Currently, Fonterra has established six application centres and one innovation centre in China. In 2024, the Wuhan Application Centre was officially inaugurated, with R&D covering new products across bakery, food service, and beverage channels. The CIIE also serves as an important window for Fonterra's global management team to understand China; its Chief of Staff, James Robertson, was impressed by the scale of the expo during his first visit.
During the 8th CIIE, Fonterra's management team visited to experience China's innovation vitality and explore new collaboration opportunities through the platform.
Commentary
Fonterra's eight-year consecutive participation in the CIIE underscores the importance of the Chinese market to its global strategy. For New Zealand small and medium-sized enterprise (SME) owners, Fonterra's success story demonstrates that the CIIE is not only a stage for large corporations but also an effective channel for SMEs to enter the Chinese market. Against the backdrop of China's consumption upgrade trend and growing demand for high-quality dairy products, Fonterra has precisely met this demand through localised innovation (e.g., the Wuhan Application Centre).
However, SMEs should note two points: first, the cost of participating in the CIIE is relatively high, so a cost-benefit analysis is necessary; second, the Chinese market is highly competitive, making brand differentiation crucial. From a risk perspective, the New Zealand-China trade relationship is generally stable, but geopolitical fluctuations may affect market access. Additionally, Fonterra's model of connecting global partners through the CIIE is worth emulating; SMEs could consider joint exhibitions or leveraging industry association platforms to lower barriers.
Looking ahead, China's health consumption trend will continue to benefit the dairy industry, but SMEs should focus on niche markets such as organic and functional products to avoid direct competition with giants.
Keywords: Fonterra, CIIE, Chinese market, dairy products, localised innovation, application centre, global partners, consumption upgrade, New Zealand
Summary in Chinese | 摘要
新西兰乳业巨头恒天然连续八年参加中国国际进口博览会，借助这一平台深耕中国市场。恒天然不断扩大展位面积、提升签约数量并频繁推出新产品，进博会为其提供了展示、洞察和链接全球伙伴的机会。目前，恒天然在华已布局6个应用中心和1个创新中心，2024年武汉应用中心正式揭幕，研发覆盖烘焙、餐食、饮料全渠道的新产品。
进博会还成为恒天然全球管理团队了解中国的重要窗口，其幕僚长詹姆斯·罗伯逊首次参会时被展会规模震撼。第八届进博会期间，恒天然管理团队组团到访，感受中国创新活力，并借助平台挖掘新的合作可能。
Commentary in Chinese | 评论
恒天然连续八年参加进博会，凸显了中国市场对其全球战略的重要性。对于新西兰中小企业主而言，恒天然的成功案例表明，进博会不仅是大型企业的舞台，也是中小企业进入中国市场的有效渠道。从背景看，中国消费升级趋势明显，对高品质乳制品需求持续增长，恒天然通过本土化创新（如武汉应用中心）精准对接这一需求。
然而，中小企业需注意两点：一是进博会参展成本较高，需评估投入产出比；二是中国市场竞争激烈，品牌差异化是关键。从风险角度，中新贸易关系总体稳定，但地缘政治波动可能影响市场准入。此外，恒天然通过进博会链接全球伙伴的模式值得借鉴，中小企业可考虑联合参展或借助行业协会平台，降低门槛。
展望未来，中国健康消费趋势将持续利好乳制品行业，但中小企业应聚焦细分市场，如有机、功能性产品，避免与巨头正面竞争。
关键词: 恒天然, 进博会, 中国市场, 乳制品, 本土化创新, 应用中心, 全球伙伴, 消费升级, 新西兰
Source: Tencent News
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