On October 23, Spring Sheep held a new product launch at the New Zealand Consulate General in Shanghai, officially introducing a full sheep milk infant formula that meets China's new national standards for infant formula. Attendees included New Zealand Deputy Consul General Wilson Chau, Zhao Zhijuan of Minhang District's Hongqiao Town, and Spring Sheep founder and global CEO Nick Hammond. Spring Sheep is the largest sheep dairy company in the Southern Hemisphere and the only sheep dairy company with New Zealand government shareholding.

The launch marks a fast-track development for Spring Sheep in the Chinese market. The event was also witnessed by Haiwang Food chairman Gong Huaming, national partners, and industry media. The product features pure sheep milk, imported from New Zealand, targeting Chinese consumers' demand for premium infant formula.

Specific marketing plans and sales channels are to be announced.

For New Zealand SME owners, Spring Sheep's successful launch of a new national standard infant formula sends several key signals. First, after China's new infant formula standards took effect, the entry barrier for imported formula has significantly increased, but compliant products can still gain market recognition, especially brands with New Zealand government backing enjoy a trust advantage. SMEs entering China's infant formula market must invest in formula registration and factory certification in advance—a cost not to be underestimated.

Second, by choosing the sheep milk niche, Spring Sheep avoids direct competition with cow milk giants, offering a differentiation strategy for other niche dairy products (e.g., goat milk, organic milk). Meanwhile, the presence of New Zealand consular officials indicates ongoing government support for dairy exports. SMEs can leverage resources from NZTE and MPI to reduce market development risks.

However, Chinese consumers have high brand awareness requirements; small enterprises lacking promotional funds may face distribution difficulties. A suggested approach is to establish supply chain cooperation or OEM relationships with leading brands like Spring Sheep to share costs. Conclusion: New Zealand dairy companies should seize the industry restructuring opportunity brought by the new national standards, transforming compliance into a market access advantage.

Keywords: Spring Sheep, infant formula, new national standard, Shanghai launch, New Zealand, sheep milk, imported formula, Wilson Chau, Nick Hammond, market access

Spring Sheep春绵乳业10月23日在上海新西兰驻沪领事馆召开新品上市会，正式推出符合中国婴幼儿配方奶粉新国标的全绵羊纯进口婴幼儿绵羊奶粉。新西兰驻华副总领事Wilson Chau、闵行区虹桥镇人大主席赵芝娟、Spring Sheep创始人及全球首席执行官Nick Hammond等出席。该乳企是南半球最大的绵羊乳企、新西兰政府唯一持股的绵羊乳企。

新品面世标志着Spring Sheep在中国市场的发展进入快车道。发布会还吸引了海王食品董事长龚华铭及全国合作伙伴、行业媒体共同见证。此次推出的产品主打纯绵羊奶源，新西兰原装进口，旨在满足中国消费者对高端婴幼儿配方奶粉的需求。

具体市场推广计划与销售渠道待后续公布。

对于新西兰中小企业主，Spring Sheep的新国标婴配粉成功发布传递了几个关键信号。首先，中国婴配粉新国标实施后，进口奶粉准入门槛显著提高，但合规产品仍能获得市场认可，尤其是带有新西兰官方背景的品牌更具信任优势。中小企业若想进入中国婴配市场，必须提前投入配方注册和工厂认证，这一成本不容忽视。

其次，Spring Sheep选择绵羊奶这一细分赛道，避开了与牛奶粉巨头的正面竞争，为其他小众乳品（如山羊奶、有机奶）提供了差异化思路。同时，新西兰驻华领事的出席表明政府层面对乳品出口的持续支持，中小企业可借助贸发局、初级产业部的资源降低市场开拓风险。然而，中国消费者对品牌认知度要求高，小企业若缺乏资金进行推广，可能面临渠道铺货困难。

建议与Spring Sheep等头部品牌建立供应链合作或代工关系，利用其现有渠道分摊成本。结语：新西兰乳企应把握新国标带来的行业洗牌期，将合规能力转化为市场准入优势。

关键词: 春绵乳业, 婴幼儿配方奶粉, 新国标, 上海发布会, 新西兰, 绵羊奶, 进口奶粉, Wilson Chau, Nick Hammond, 市场准入

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Source: Online Search