Zespri Group has won the top prize at the 2026 New Zealand-China Business Awards. The co-operative has been established in China for 27 years, covering 300,

000 stores, with sales reaching NZ$1.4 billion. The award recognises its outstanding contribution to promoting trade and co-operation between New Zealand and China,

underscoring the success of New Zealand brands in the Chinese market.

Zespri's award is a testament to its 27 years of deep cultivation in the Chinese market. Its success model offers important insights for SMEs: through long-term brand building and supply chain localisation, high market coverage can be achieved. For New Zealand SME owners, Zespri's case demonstrates that demand for quality agricultural products in China remains strong.

They may consider entering via cross-border e-commerce or partnering with local distributors. However, attention should be paid to competitive pressures from rising local brands and consumption upgrades, as well as intellectual property protection. Going forward, deepening economic and trade ties between New Zealand and China will provide more conveniences, but enterprises still need to differentiate to avoid homogeneous competition.

Keywords: Zespri, New Zealand-China Business Awards, Chinese market, supply chain, brand promotion, sales, New Zealand SMEs

新西兰佳沛集团荣获2026年新西兰-中国商业奖最高奖项。该集团扎根中国27年，覆盖30万家门店，销售额达14亿纽币。该奖项表彰其在促进中新贸易与合作方面的突出贡献，彰显了新西兰品牌在中国市场的成功。

佳沛集团获奖是对其27年中国市场深耕的肯定，其成功模式对中小企业有重要启示：通过长期品牌建设和供应链本地化，可实现高覆盖率。对新西兰中小企业主而言，佳沛的案例表明，中国市场对优质农产品的需求依然强劲，可考虑通过跨境电商或与本地分销商合作进入。然而，需注意本土品牌崛起和消费升级带来的竞争压力，以及知识产权保护问题。

未来，中新经贸关系深化将提供更多便利，但企业仍需差异化定位，避免同质化竞争。

关键词: 佳沛, 新西兰-中国商业奖, 中国市场, 供应链, 品牌推广, 销售额, 新西兰中小企业

Photo by anncapictures on Pixabay

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