--- title: "Navigating China's Market: Q3 2024 Insights for New Zealand Exporters" description: Explore Q3 2024 insights for New Zealand exporters navigating China's market, with trends and strategies for success image: https://primarycollaboration.nz/hubfs/li-yang-5h_dMuX_7RE-unsplash.jpg --- [![Small-PCNZ-logo_no-background](https://primarycollaboration.nz/hubfs/Small-PCNZ-logo_no-background.png) ![Primary-Collaboration-New-Zealand-Logo---white-small](https://primarycollaboration.nz/hubfs/Primary-Collaboration-New-Zealand-Logo---white-small.png) ![Mid-PCNZ-logo_no-background1000](https://primarycollaboration.nz/hubfs/Mid-PCNZ-logo_no-background1000.png) ![Primary-Collaboration-New-Zealand-Logo---white-small](https://primarycollaboration.nz/hubfs/Primary-Collaboration-New-Zealand-Logo---white-small.png) ![Mid-PCNZ-logo_no-background1000](https://primarycollaboration.nz/hubfs/Mid-PCNZ-logo_no-background1000.png)](https://primarycollaboration.nz) - [Home](https://primarycollaboration.nz) - [About Us](https://primarycollaboration.nz/about-us) - [Services](https://primarycollaboration.nz/services) - [Members / Graduates](https://primarycollaboration.nz/members-and-graduates) - [Contact Us](https://primarycollaboration.nz/contact-us) - [Blog](https://primarycollaboration.nz/blog) - [Home](https://primarycollaboration.nz) - [About Us](https://primarycollaboration.nz/about-us) - [Services](https://primarycollaboration.nz/services) - [Members / Graduates](https://primarycollaboration.nz/members-and-graduates) - [Contact Us](https://primarycollaboration.nz/contact-us) - [Blog](https://primarycollaboration.nz/blog) ![](https://primarycollaboration.nz/hs-fs/hubfs/li-yang-5h_dMuX_7RE-unsplash.jpg?width=1280&name=li-yang-5h_dMuX_7RE-unsplash.jpg) # Navigating China's Market: Q3 2024 Insights for New Zealand Exporters [David Boyle](https://primarycollaboration.nz/blog/author/david-boyle) Nov 20, 2024 10:16:34 PM > ### **David Boyle, CEO of Primary Collaboration New Zealand**  Greetings from Shanghai! We are three quarters and it is a good time to reflect on our journey so far. We have faced both successes and challenges - and our teams at PCNZ are working hard to finish the year successfully.  ###### The Reality on the Ground  Navigating the Chinese market is no easy task. The **Third Plenary Session** in July provided some insights into China's direction, though hoped-for economic boosts were not realised. Instead, the Chinese government focused on **hi-tech manufacturing** and **technological self-sufficiency**, while de-emphasising struggling sectors like **property and finance**, until the recent stimulus boost.  This focus means increased investments in sectors like **electric vehicles (EVs)**, **semi-conductors**, and **science and technology**. Exporters must adapt strategies to align with these priorities and position their products accordingly.  ###### **Market Observations and Export Performance**  PCNZ brands have experienced mixed results this quarter. Prices remained stable for **apples**, while **beef** and **dairy** have struggled. However, **New Zealand Sauvignon Blanc** saw an uptick in performance, reflecting strong consumer demand for premium products.  In July, **New Zealand's total exports to China** rose by NZD 107 million, up 8.5% compared to 2023. **Fruit exports**, led by **kiwifruit**, grew by 28%, alongside gains in **milk, starch**, and **logs**. However, **meat and edible offal** exports fell significantly, highlighting the importance of agility in response to global trade shifts.  ###### **Consumption Slowdown and Economic Sentiment**  Despite gains in exports, consumption in China has slowed, with **consumer confidence** taking a hit. However, the **People's Bank of China** recently introduced a significant rate cut, hoping to boost activity significantly. The **property sector** continues to underperform, impacting broader confidence.  New Zealand businesses with a local presence in China are more confident and adaptable. There is immense value in having “**boots on the ground**.” These businesses can adjust quickly and seize emerging opportunities.  ###### **Trends to Watch**  One positive trend is the rising interest in **sports, recreation, and fitness** among Chinese consumers. The recent **Olympic Games coverage** spurred enthusiasm, with platforms like **Douyin (TikTok)** promoting products through co-branding. This shift towards health-conscious consumers presents an opportunity for New Zealand brands focused on quality and wellness.  Aligning with themes of **health and wellbeing, sport, and lifestyle** could be a key differentiator for New Zealand exporters moving forward.  ###### **The Value of Local Presence**  Having a local presence—through partnerships or on-the-ground offices—is crucial. During a recent trip to New Zealand, I emphasised that businesses with **local representation in China** have a distinct advantage. They can witness changes and respond quickly to opportunities or challenges.  For New Zealand exporters, **boots on the ground matter**. It is the difference between reacting to conditions from afar and proactively shaping business growth on-site.  ###### **Looking Ahead**  In Q4, our focus at PCNZ remains on supporting members with **market intelligence**, **hands-on assistance**, and **cross-cultural insights** to navigate China. Whether seizing opportunities in consumer trends or adapting to government policies, our goal is to ensure New Zealand brands thrive in China.  Let us embrace the challenges ahead. If you are ready to put your brand on the map in China, PCNZ is here to support you every step of the way.    ***Interested in learning more?*** Get in touch to see how we can help your business grow in China - with confidence and certainty.    Share on: [Share on Twitter](https://twitter.com/intent/tweet?url=https://primarycollaboration.nz/blog/navigating-chinas-market-q3-2024-insights-for-new-zealand-exporters&text=I+found+this+interesting+blog+post) [Share on Facebook](https://www.facebook.com/sharer.php?u=https://primarycollaboration.nz/blog/navigating-chinas-market-q3-2024-insights-for-new-zealand-exporters) [Share on LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https://primarycollaboration.nz/blog/navigating-chinas-market-q3-2024-insights-for-new-zealand-exporters) You may also like ![](https://primarycollaboration.nz/hs-fs/hubfs/%E5%BE%AE%E4%BF%A1%E5%9B%BE%E7%89%87_20260202120100_175_135.jpg?width=630&name=%E5%BE%AE%E4%BF%A1%E5%9B%BE%E7%89%87_20260202120100_175_135.jpg) Mar 31, 2026 5:47:23 PM PCNZ Accelerate 2026 Recap ![](https://primarycollaboration.nz/hs-fs/hubfs/li-yang-5h_dMuX_7RE-unsplash.jpg?width=630&name=li-yang-5h_dMuX_7RE-unsplash.jpg) Feb 26, 2025 7:28:58 PM PCNZ NEW YEAR REPORT – 2025 ![](https://primarycollaboration.nz/hs-fs/hubfs/Slide1-JPG.jpeg?width=630&name=Slide1-JPG.jpeg) Aug 13, 2025 5:26:06 PM BUSINESS OUTLOOK REPORT 2025 ### About Us Your trusted partner for seamless market entry, local expertise, and sustainable growth. [Contact Us](https://primarycollaboration.nz/contact-us) ### Quick Links - [Home](https://primarycollaboration.nz) - [About Us](https://primarycollaboration.nz/about-us) - [Services](https://primarycollaboration.nz/services) - [Members / Graduates](https://primarycollaboration.nz/members-and-graduates) - [Contact Us](https://primarycollaboration.nz/contact-us) - [Blog](https://primarycollaboration.nz/blog) ©2025 Primary Collaboration New Zealand Ltd (PCNZ) | [Privacy Policy](https://primarycollaboration.nz/privacy) [LinkedIn](https://www.linkedin.com/company/primary-collaboration-new-zealand-shanghai-co-ltd) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Boyle", "url" : "https://primarycollaboration.nz/blog/author/david-boyle" }, "dateModified" : "2024-11-20T09:16:34.524Z", "datePublished" : "2024-11-20T09:16:34.000Z", "headline" : "Navigating China's Market: Q3 2024 Insights for New Zealand Exporters", "image" : [ "https://primarycollaboration.nz/hubfs/li-yang-5h_dMuX_7RE-unsplash.jpg" ], "mainEntityOfPage" : { "@id" : "https://primarycollaboration.nz/blog/navigating-chinas-market-q3-2024-insights-for-new-zealand-exporters", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" } } } ```