Summary
New Zealand dairy giant Fonterra has participated in the China International Import Expo (CIIE) for eight consecutive years, using the platform to deepen its presence in the Chinese market. Fonterra has established six application centres and one innovation centre in China, with the Wuhan Application Centre launched in 2024, developing new products covering bakery, foodservice, and beverage channels. The CIIE not only helps Fonterra showcase products and gain market insights but also serves as a 'meeting lounge' to connect global partners, fostering unexpected collaborations and information exchange.
Fonterra's global management team leverages the CIIE to understand China's innovation vitality and capture internationalisation needs of other enterprises, exploring new cooperation possibilities.
Commentary
Fonterra's eight-year consecutive participation in the CIIE demonstrates its long-term commitment to the Chinese market. For New Zealand SME owners, Fonterra's success story shows that the CIIE is not only a stage for large enterprises but also an effective channel for SMEs to enter the Chinese market. Through localised innovation (e.g., the Wuhan Application Centre) and omni-channel product coverage, Fonterra illustrates how to adapt to China's consumption upgrade trends.
SMEs can learn from its strategy by using the CIIE platform for product showcasing and customer engagement, but must balance input costs with returns. On the other hand, Fonterra's ability to capture other enterprises' internationalisation needs at the CIIE suggests that SMEs can proactively seek cooperation opportunities with large multinationals, for instance as suppliers or partners. However, the Chinese market is highly competitive, and SMEs need to identify their unique differentiation to avoid blindly following trends.
Overall, the CIIE offers a window for New Zealand businesses to access the Chinese market, but success requires long-term commitment and precise positioning.
Keywords: Fonterra, CIIE, China market, dairy products, innovation centre, localisation, cooperation opportunities, 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，通过这一平台深耕中国市场。恒天然在华已布局6个应用中心和1个创新中心，2024年武汉应用中心揭幕，研发覆盖烘焙、餐食、饮料全渠道的新产品。进博会不仅帮助恒天然展示产品、洞察市场，还成为其链接全球伙伴的“会客厅”，促进意外合作与信息交流。
恒天然全球管理团队通过进博会了解中国创新活力，并捕捉其他企业的国际化需求，挖掘新合作可能。
Commentary in Chinese | 评论
恒天然连续八年参加进博会，体现了其对中国市场的长期承诺。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。恒天然通过本土化创新（如武汉应用中心）和全渠道产品覆盖，展示了如何适应中国消费升级趋势。
中小企业可借鉴其策略，利用进博会平台进行产品展示和客户对接，但需注意投入成本与回报的平衡。另一方面，恒天然通过进博会捕捉其他企业的国际化需求，提示中小企业可主动寻求与大型跨国企业的合作机会，例如作为供应商或合作伙伴。然而，中国市场竞争激烈，中小企业需明确自身差异化优势，避免盲目跟风。
总体来看，进博会为新西兰企业提供了接触中国市场的窗口，但成功需要长期投入和精准定位。
关键词: 恒天然, 进博会, 中国市场, 乳制品, 创新中心, 本土化, 合作机遇, 新西兰
Source: Tencent News
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