Ambassador Wang Xiaolong, joined by Hauora's Barbara Zhang, visited Arataki Honey and Mission Estate in Hawke's Bay on 29 June to gain insight into their operations and promote stronger ties with China.

While diplomatic in nature, the visit underscores China's ongoing interest in New Zealand's premium agri-food sector. Manuka honey represents more than 80% of New Zealand's honey exports. Arataki, a mainstream supermarket brand, could tap into the Chinese market via channels such as Hauora, benefiting from zero-tariff advantages under the FTA, but faces competition from established players like Comvita.

For wine, Mission Estate sends only about 2% of its total exports to China, yet its premium positioning suits China's expanding middle class. Challenges include price pressure from returning Australian wines and weaker brand recognition relative to France and Chile. SMEs might differentiate through Maori cultural storytelling or carbon-neutral certification to target niche e-commerce platforms.

Keywords: Ambassador Wang Xiaolong, Hawke's Bay, Arataki Honey, Mission Estate, Hauora, Barbara Zhang, agri-food products, cooperation with China, China-New Zealand trade

6月29日，王小龙大使在Hauora负责人Barbara Zhang陪同下，参访霍克斯湾Arataki蜂蜜厂和Mission Estate葡萄酒庄，了解企业情况，鼓励新方加强对华合作。

此次参访虽属外交活动，却折射出中国对新西兰高端农食产品的持续关注。新西兰蜂蜜出口中麦卢卡占比超80%，而Arataki作为超市主流品牌，其高端线若借Hauora等渠道进入中国市场，可享受中新自贸协定下的零关税红利，但须直面康维他等已占据心智的强势品牌竞争。葡萄酒方面，Mission Estate代表的新西兰酒庄对华出口量虽仅占其总出口约2%，但精品定位契合中国新兴中产需求，需关注澳大利亚葡萄酒重返后的价格压制，以及在华品牌认知仍弱于法国、智利的现实。

中小企业可探索差异化策略，如结合毛利文化故事或碳中和认证，切入细分电商平台。

关键词: 王小龙大使, 霍克斯湾, Arataki蜂蜜厂, Mission Estate, Hauora, Barbara Zhang, 农食产品, 对华合作, 中新经贸

AI illustration on MiDeer Observer

Source: Chinese Embassy in New Zealand – Bilateral Relations