Summary
New Zealand dairy giant Fonterra, a perennial participant at the China International Import Expo (CIIE), has leveraged the platform to deepen its presence in the Chinese market. Its booth size, number of signings, and product range have grown steadily. In 2024, Fonterra has established six application centres and one innovation centre in China, with the latest Wuhan centre covering bakery, food service, and beverage channels.
The CIIE not only serves as a showcase for products and market insights but also acts as a 'meeting lounge' linking global partners, fostering unexpected collaborations and exchanges. During the 8th CIIE, Fonterra's management team visited, experiencing China's innovation vitality and capturing internationalisation needs. Fonterra's Chief of Staff, James Robertson, was awestruck by the expo's scale on his first visit, even getting lost.
Commentary
Fonterra's eight consecutive years at the CIIE underscore its long-term commitment to the Chinese market. For New Zealand SME owners, this sends several signals: First, the CIIE is not just for large enterprises but also an efficient platform for SMEs to connect with Chinese buyers, especially in sectors like dairy and specialty foods. Second, Fonterra's increased innovation investment in China (e.g., the Wuhan application centre) indicates that localised R&D is key to entering the Chinese market; SMEs could consider collaborating with local research institutions to develop products tailored to Chinese tastes.
Third, the 'unexpected connections' from the CIIE remind businesses that exhibiting is not just about showcasing but also about networking—for SMEs seeking distribution channels or partners, proactive engagement can yield surprises. However, as a giant, Fonterra's resources differ from those of SMEs; the latter need more precise positioning to avoid blindly following trends. Overall, the CIIE remains a window to understand Chinese consumer trends and test product responses, but SMEs should assess their exhibition costs against expected returns, prioritising pavilions or industry days aligned with their products.
Keywords: Fonterra, CIIE, China market, dairy products, localised innovation, application centre, partners, New Zealand, SMEs, market opportunities
Summary in Chinese | 摘要
新西兰乳业巨头恒天然作为进博会“全勤生”，连续多年参展，借助该平台深耕中国市场。其展位面积、签约数量和产品种类持续增长，2024年在华已布局6个应用中心和1个创新中心，最新武汉应用中心覆盖烘焙、餐食、饮料全渠道。进博会不仅提供产品展示与市场洞察，还成为链接全球伙伴的“会客厅”，促成意外合作与交流。
第八届进博会期间，恒天然管理团队到访，感受中国创新活力，并捕捉国际化需求。恒天然幕僚长詹姆斯·罗伯逊首次参会时被展会规模震撼，甚至迷路。
Commentary in Chinese | 评论
恒天然连续八年参加进博会，凸显其对中国市场的长期承诺。对新西兰中小企业主而言，这传递了几个信号：首先，进博会不仅是大型企业的舞台，也是中小企业接触中国买家的高效平台，尤其是乳制品、特色食品等领域。其次，恒天然加大在华创新投入（如武汉应用中心），表明本土化研发是进入中国市场的关键，中小企业可考虑与当地研发机构合作，开发符合中国口味的产品。
另一方面，进博会带来的“意外联结”提醒企业，参展不仅是展示，更是建立人脉的机会，尤其对于寻求分销渠道或合作伙伴的中小企业，主动交流可能带来意外收获。然而，恒天然作为巨头，其资源与中小企业不同，后者需更精准定位，避免盲目跟风。总体看，进博会仍是了解中国消费趋势、测试产品反应的窗口，但中小企业应评估自身参展成本与预期回报，优先选择与自身产品匹配的展区或行业日。
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, 合作伙伴, 新西兰, 中小企业, 市场机遇
Source: Penguin Number
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