The ninth China International Import Expo (CIIE) will be held in Shanghai from 5 to 10 November 2025. Between 16 and 23 June, the CIIE held consultations and roadshows in Norway, Kenya and Canada. An Ruofu, Senior Advisor at Innovation Norway, said the CIIE is a practical path for Norwegian enterprises to deepen their presence in China.

Eric Ruto, Chairman of the Kenya National Chamber of Commerce and Industry, described the CIIE as a core platform for Kenya’s export diversification, with a focus on high-value agricultural products such as avocados and tea. On 18 June, the Lu-Link base, jointly established by the China International Import Expo Bureau and the Lujiazui Administration Bureau, opened in Shanghai, covering 1,140 sq m to facilitate the distribution of CIIE exhibits to consumers. Yasir Naqvi, a Canadian federal member of parliament, confirmed Canada’s participation in the ninth CIIE to showcase agricultural products.

Wang Long, head of Saike International Trade Co. , said that after participating in eight consecutive CIIEs, his company’s annual turnover grew from millions to tens of millions of yuan, an increase of about 10 times. The official representative of New Zealand Manuka Honey said the CIIE helped their livestream sales exceed expectations and they will continue to participate.

Premier Li Qiang met with the prime ministers of Kazakhstan and Mongolia at the Summer Davos Forum, encouraging them to use the CIIE platform. Official bodies such as Armenia’s Ministry of Economy and the China-Italy Chamber of Commerce urged enterprises to register for the expo. For further details, visit the CIIE official website.

For small and medium-sized enterprise (SME) owners in New Zealand, the CIIE continues to signal China’s opening up, directly benefiting exporters. New Zealand Manuka Honey has already received coverage from China Central Television and achieved sales breakthroughs at the CIIE, proving the platform’s effectiveness for brand promotion and channel development. SMEs can follow this example by leveraging the CIIE to tap into China’s over 400 million middle-income consumers and their demand for high-quality food.

China’s market access for beef, dairy products, honey and other agricultural products is gradually expanding, but competition is intensifying — countries such as Kenya and Norway are also actively promoting avocados, seafood and similar goods at the CIIE. It is recommended that New Zealand enterprises register early for the ninth CIIE and explore permanent exhibition bases like Lu-Link to reduce market entry costs. At the same time, indirect effects of China-EU trade frictions should be monitored, such as Latvia’s report that China is expanding imports of EU agricultural products, which could squeeze third-party market shares.

Overall, however, the CIIE remains the preferred low-risk platform for New Zealand SMEs to test the Chinese market, especially for speciality foods and natural products.

Keywords: CIIE, 9th, Chinese market, New Zealand, agricultural products, open cooperation, trade platform, SMEs, Lu-Link

第九届进博会将于2025年11月5日至10日在上海举办。6月16日至23日，进博会在挪威、肯尼亚、加拿大等地举行多场座谈会和招商路演。挪威创新署高级顾问安若夫表示进博会是挪威企业深耕中国的务实路径；肯尼亚全国工商联合会主席埃里克·鲁托称进博会是该国出口多元化的核心平台，将重点展示牛油果、茶叶等高附加值农产品。

6月18日，由进口博览局与陆家嘴管理局打造的Lu-Link基地在上海开业，面积1140平方米，旨在推动进博会展品走向消费终端。加拿大联邦众议员亚西尔·纳克维确认加方将参加第九届进博会并展示农产品等。赛科国际贸易公司负责人王龙表示，企业连续参加八届进博会后年销售额从数百万元增至数千万元，增长约10倍。

新西兰麦卢卡蜂蜜官方表示进博会助其实现直播销售额突破，将继续参展。国务院总理李强在夏季达沃斯论坛上先后会见哈萨克斯坦和蒙古国总理，鼓励两国用好进博会平台。亚美尼亚经济部、意大利中国商会等官方机构呼吁企业报名参展。

具体方案细节可关注进博会官网。

对新西兰中小企业主而言，进博会持续释放中国开放信号，直接利好出口企业。新西兰麦卢卡蜂蜜已在进博会获得央视报道和销售突破，证明该平台对品牌推广和渠道拓展的有效性。中小企业可借鉴其经验，利用进博会对接中国超4亿中等收入群体对高品质食品的需求。

当前，中国对牛肉、乳制品、蜂蜜等农产品准入逐步放宽，但需注意竞争加剧——肯尼亚、挪威等国同样在进博会重点推广牛油果、海产品等同类商品。建议新西兰企业尽早报名第九届进博会，并关注Lu-Link等常年展示基地，以降低市场进入成本。同时，需关注中欧经贸摩擦的间接影响，例如拉脱维亚报提及中国扩大欧盟农产品进口，可能挤压第三方市场份额。

但整体上，进博会仍是新西兰中小企业低风险测试中国市场的首选平台，尤其适合特色食品和天然产品。

关键词: 进博会, 第九届, 中国市场, 新西兰, 农产品, 开放合作, 经贸平台, 中小企业, Lu-Link

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Source: Sina News