According to Simon Bridges, Chief Executive of the Auckland Business Chamber, under the Trump presidency and amid the Middle East war and crisis, China has positioned itself as a more stable and predictable bet, and the numbers support this story.
In terms of goods exports, New Zealand has sent almost twice as much by value to China in 2025 as to its next two biggest export markets combined.
“While it’s a bit cliché, China is still the next China,” said Bridges.
“I think practically that means if you are in FMCG and exporting, you’d be a fool not to be actively looking at China, including visiting and talking to anyone and everyone you can from NZTE to others in the market about how to do well there.”
At the same time, Bridges highlighted that relationships and time on the ground matter, and it was essential to look at other markets as well, as China has become increasingly competitive and discerning.
“Gone are the days when, if you shipped it over from here, you’d make money.”
He added that New Zealand is still a top FMCG brand in its own right and that businesses must closely listen to their consumers’ wants and needs, starting small and testing demand and sales first, and understanding from the outset how they’ll be able to scale up and meet significant demand if necessary.
Additionally, Bridges said that premiumisation has become another major investment in brand development and in building consumer trust and demand. With the right partners, this can be a winning formula.
For businesses that haven’t considered China before, his advice was to attend the China International Import Expo (CIIE) early in November as a good place to start.
“Many Kiwi exporters go, and it’s a great way to do what I’ve said: forge relationships and learn on the ground.”
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