Hakatere, the New Zealand manuka honey brand, made its fourth appearance at the China International Import Expo (CIIE), where chairman Yu Fumin demonstrated its Asia-Pacific debut products. As a veteran exhibitor, the brand's cumulative sales have exceeded 200 million yuan, and it has been featured by CCTV. New products include UMF15+ Crunchy Honey, propolis mouth spray, manuka honey throat lozenges, chocolate and hand cream.

The Crunchy Honey is as thin as paper and edible directly. The brand, with a 101-year history, sources honey from the Canterbury Plains and operates a factory with UMF, MGO and DHA testing capabilities. A live-streaming zone was set up at CIIE for promotion.

Yu Fumin said the CIIE would drive a leap in sales and market share.

For small and medium business owners, the Hakatere case illustrates how New Zealand honey can deepen its presence in China through the CIIE. Key success factors include: a century-old brand story emphasising pure origins (the Maori word 'Hakatere' means 'sweet gift from a pure land'), which provides unique material for brand endorsement; product innovation targeting young consumers, such as portable Crunchy Honey, mouth spray and throat lozenges, transforming traditional honey into fragmented wellness scenarios, aligning with China's health and wellness trend; live-streaming at the CIIE enables real-time reach and reduces channel costs. You can draw lessons by organising your brand history and geographic uniqueness, developing small-package, ready-to-eat products for fast-paced health needs, and leveraging platforms like the CIIE for live-streaming interaction.

Note that the MGO/UMF activity rating (e.g., UMF15+) is a core selling point; if your product has similar certification, highlight it. Conclusion: Hakatere achieved 200 million yuan in sales through the CIIE, proving that Chinese consumers are willing to pay a premium for high-quality honey with a story and innovation.

Keywords: Hakatere, manuka honey, CIIE, UMF15+, Crunchy Honey, century-old brand, youth-orientation, health and wellness, Asia-Pacific debut, New Zealand

新西兰麦卢卡蜂蜜品牌荷塔威第四届进博会亮相，董事长于富民演示亚洲首发新品。该品牌为进博会'四朝元老'，累计销售额突破2亿元，并获央视聚焦。荷塔威推出UMF15+咔嚓蜜、蜂胶口喷剂、麦卢卡蜂蜜润喉糖、巧克力及护手霜等新产品，其中咔嚓蜜薄如纸片可直食。

品牌拥有101年历史，蜂场位于凯特博雷平原，工厂具备UMF、MGO、DHA检测能力。进博会期间设直播区推广产品。于富民表示，进博会将推动销量和市场占有率跨越式发展。

对中小企业主而言，荷塔威案例展现新西兰蜂蜜如何通过进博会深耕中国市场。其成功要素包括：百年品牌故事强调纯净基因（“Hakatere”毛利语意为“纯净之地的甜蜜馈赠”），这为品牌背书提供了独特素材；产品创新瞄准年轻消费者，如便携咔嚓蜜、口喷剂、喉糖等，将传统蜂蜜转化为碎片化养生场景用品，呼应中国大健康趋势；直播进博会实现实时触达，降低渠道成本。您可借鉴其思路：梳理品牌历史与地理独特性，开发小包装、即食型产品适应快节奏养生需求，并利用进博会等平台直播互动。

注意，麦卢卡蜂蜜的活性等级（如UMF15+）是核心卖点，若您产品有类似认证，应突出强调。结语：荷塔威通过进博会实现2亿元销售额，证明中国消费者愿意为有故事、有创新的高品质蜂蜜支付溢价。

关键词: 荷塔威, 麦卢卡蜂蜜, 进博会, UMF15+, 咔嚓蜜, 百年品牌, 年轻化, 大健康, 亚洲首发, 新西兰

AI illustration on MiDeer Observer

Source: Sohu