Navigating China's Market: Q3 2024 Insights for New Zealand Exporters
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.
