Summary
At the fourth China International Import Expo (CIIE), New Zealand manuka honey brand Hetawei returned with Asia-first launches including UMF15+ Crunchy Honey, oral spray, throat lozenges, chocolate, and manuka honey scented hand cream. As a four-time CIIE participant, Hetawei has achieved cumulative sales exceeding RMB 200 million through the expo and has been featured by CCTV. Manuka honey is sought after for its unique non-peroxide activity.
With a century-long history, Hetawei's beehives are located in the Canterbury Plains of New Zealand, and its factory has UMF, MGO, and DHA testing capabilities. The brand was acquired by Chinese honey giant Senfengyuan, aiming to combine domestic and international technology to meet the health and wellness needs of young Chinese consumers. Hetawei Chairman Yu Fumin stated that the CIIE will help the brand achieve leapfrog growth in sales and market share.
Commentary
Hetawei's continued presence at the CIIE signals market opportunities for New Zealand SMEs in China's growing health consumption trend. As a high-value product, manuka honey's active compounds and brand story appeal to Chinese consumers. Hetawei's RMB 200 million sales through the CIIE demonstrate the expo's effectiveness for brand promotion and channel expansion.
New Zealand honey firms can learn from its innovative product forms (e.g., crunchy honey, oral spray) and livestream marketing to cater to young Chinese consumers' demand for portable, functional health foods. Meanwhile, the acquisition by Senfengyuan shows that partnering with local Chinese firms can accelerate market penetration, though brand control and quality assurance must be maintained. Competition is intensifying, with many domestic and imported honey brands; differentiation and continuous innovation are key.
Additionally, manuka honey's high price point may limit market size, requiring a balance between premium positioning and mass-market expansion. Overall, the CIIE remains an effective springboard into the Chinese market, but localisation strategies and long-term brand building are essential.
Keywords: New Zealand, manuka honey, Hetawei, CIIE, new product launch, UMF, health and wellness, young consumers, livestream marketing
Summary in Chinese | 摘要
在第四届中国国际进口博览会上，新西兰麦卢卡蜂蜜品牌荷塔威再次亮相，并推出亚洲首发新品，包括UMF15+咔嚓蜜、口喷剂、喉糖、巧克力及麦卢卡蜂蜜香氛护手霜。荷塔威是进博会“四朝元老”，通过进博会累计销售额突破2亿元人民币，并成为央视聚焦的品牌。麦卢卡蜂蜜因其独特的非过氧化物活性广受追捧，荷塔威拥有百年历史，蜂场位于新西兰凯特博雷平原，工厂具备UMF、MGO、DHA测试能力。
品牌由国内蜂业巨头森蜂园收购，旨在结合国内外技术，满足中国年轻消费者对健康养生产品的需求。荷塔威董事长于富民表示，进博会将助力品牌销量和市场占有率实现跨越式发展。
Commentary in Chinese | 评论
荷塔威在进博会的持续亮相，对新西兰中小企业主意味着中国大健康消费趋势下的市场机遇。麦卢卡蜂蜜作为高附加值产品，其活性成分和品牌故事在中国消费者中具有吸引力。荷塔威通过进博会实现2亿元销售额，表明展会平台对品牌推广和渠道拓展的有效性。
对于新西兰蜂蜜企业，可借鉴其创新产品形式（如咔嚓蜜、口喷剂）和直播营销，以迎合中国年轻消费者对便携、功能性健康食品的需求。同时，森蜂园收购荷塔威的模式显示，与中国本土企业合作可加速市场渗透，但需注意品牌控制和质量保障。另一方面，竞争也在加剧，中国本土蜂蜜品牌和进口品牌众多，差异化定位和持续创新是关键。
此外，麦卢卡蜂蜜的高价格带可能限制市场容量，企业需平衡高端定位与大众市场拓展。总体而言，进博会仍是进入中国市场的有效跳板，但需结合本土化策略和长期品牌建设。
关键词: 新西兰, 麦卢卡蜂蜜, 荷塔威, 进博会, 新品发布, UMF, 健康养生, 年轻消费者, 直播营销
Source: Sohu
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