Manuka honey is sold at high prices in the Chinese market, with the most expensive reaching 20, 000 yuan per jin,

yet sales remain high. During the 2019 Singles' Day shopping festival, a brand of Manuka honey became the top seller in the honey category on an e-commerce platform. The product is promoted as having special health benefits, but there are questions about over-marketing.

The high pricing strategy for Manuka honey is common among small and medium-sized enterprises in New Zealand, but scepticism about its benefits in the Chinese market could affect long-term sales. On the positive side, brand premium remains strong, and Singles' Day sales show consumers are willing to pay high prices. On the negative side, if a crisis of trust spreads, quality certification and transparency need to be strengthened.

For New Zealand exporters, they should avoid over-promotion, focus on scientific evidence, and explore niche markets (such as gifts and high-end health products). The Chinese market still offers opportunities, but a more rigorous marketing strategy is required.

Keywords: Manuka honey, Chinese market, high price, Singles' Day, sales champion, crisis of trust, over-marketing, New Zealand exports

麦卢卡蜂蜜在中国市场售价高昂，最贵达每斤两万元人民币，但销量仍高。2019年双十一期间，某品牌麦卢卡蜂蜜在电商平台获得蜂蜜类目销售冠军。该产品被宣传为具有特殊功效，但存在过度营销质疑。

麦卢卡蜂蜜的高价策略在新西兰中小企业中常见，但中国市场对其功效的质疑可能影响长期销售。正面看，品牌溢价能力仍强，双十一销量证明消费者愿意支付高价。反面看，若信任危机蔓延，需加强品质认证和透明度。

对新西兰出口商而言，应避免过度宣传，专注科学依据，同时探索细分市场（如礼品、高端健康品）。中国市场仍有机会，但需更严谨的营销策略。

关键词: 麦卢卡蜂蜜, 中国市场, 高价, 双十一, 销量冠军, 信任危机, 过度营销, 新西兰出口

Photo by Kawê Rodrigues on Pexels

Source: Sina Finance