Fonterra has participated in the China International Import Expo (CIIE) for eight consecutive years, with expanding exhibition space, rising contract numbers, and increasing product varieties. It now operates six application centres and one innovation centre in China, and unveiled an application centre in Wuhan in 2024 covering bakery, foodservice, and beverage channels. The CIIE has become a platform for Fonterra to connect with global partners; its chief of staff, James Robertson, was amazed by the scale of the expo on his first visit, even getting lost.

During the 8th CIIE, the management team visited in a group, treating the expo as 'China's first lesson' and capturing opportunities for international cooperation.

For New Zealand small and medium-sized enterprise owners, Fonterra's sustained investment in the CIIE indicates that the Chinese consumer market still has strong demand for high-quality dairy products. The CIIE is not just a showcase but a 'information goldmine' for efficiently connecting with customers, suppliers, and partners. SMEs can learn from Fonterra's path: quickly build brand recognition through the CIIE while paying attention to localised innovation trends in China, such as collaborating with local research centres to develop products tailored to local tastes.

Moreover, Fonterra's management team attending in person shows the importance of directly engaging with Chinese decision-makers. Companies that have not yet exhibited can consider participating in industry roadshows or online matchmaking events to lower the entry barrier. The risk lies in intensifying competition, so product uniqueness must be highlighted, such as organic or grass-fed differentiation.

As long as a niche segment is identified, cooperation opportunities remain.

Keywords: Fonterra, CIIE, China market, dairy industry, innovation centre, application centre, Wuhan, James Robertson, full attendance, globalisation

恒天然连续八年参加进博会，展出面积扩大、签约数量攀升、产品品种增加。目前在中国布局6个应用中心和1个创新中心，2024年武汉应用中心揭幕，覆盖烘焙、餐食、饮料全渠道。进博会成为恒天然链接全球伙伴的平台，其幕僚长詹姆斯·罗伯逊首次参会时被展会规模震撼，甚至迷路。

第八届进博会期间，管理团队组团到访，将展会视为“中国第一课”，并借此捕捉国际化合作机会。

对新西兰中小企业主而言，恒天然在进博会的持续投入表明，中国消费市场对高品质乳制品仍有强劲需求。进博会不仅是展示窗口，更是高效对接客户、供应商与合作伙伴的“信息富矿”。中小企业可借鉴恒天然路径：通过进博会快速建立品牌认知，同时关注中国本土化创新趋势，例如与当地研发中心合作开发适应当地口味的产品。

此外，恒天然管理团队亲自参会，说明直接接触中国市场决策层的重要性。未参展的企业可考虑参与行业路演或线上对接活动，降低进入门槛。风险在于竞争加剧，需突出产品独特性，如有机、草饲等差异化卖点。

只要找准细分领域，仍有合作窗口。

关键词: 恒天然, 进博会, 中国市场, 乳业, 创新中心, 应用中心, 武汉, 詹姆斯·罗伯逊, 全勤生, 全球化

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Source: Penguin Number