Export Pilot – New Zealand Products in Jiangxi

Background

In late 2024, Eastern Bridge launched a pilot export initiative aimed at testing market demand for premium New Zealand-made products in Jiangxi Province, China. The programme forms part of the broader Jiangxi–Bay of Plenty Sister Province relationship, with the objective of developing long-term cross-border trade channels that benefit small and medium New Zealand enterprises.

The initiative was developed in partnership with the Jiangxi Commercial Bureau and with the support of the Nanchang Free Trade Zone, a national-level trade development area focused on cross-border e-commerce, bonded warehousing, and high-value imports.

The pilot focused on identifying product-market fit, testing digital sales channels, and evaluating the logistics required for ongoing trade relationships between Bay of Plenty producers and Chinese buyers.

Programme Design

The 2024 pilot focused on a small curated selection of New Zealand products from the Bay of Plenty, including:

• Natural skincare products
• Health supplements
• Manuka honey and honey-based wellness products

These products were chosen based on current consumer trends within the Chinese market, particularly among urban, upper-middle class women aged 25–50—a demographic with strong purchasing power and a known interest in imported health and wellness goods.

One of the key activities was a live-streamed promotional campaign hosted and fronted by a well-known Chinese lifestyle influencer Lulu (露露). Lulu’s personal brand focuses on healthy living and premium imported products, making her an ideal partner for promoting New Zealand goods to her engaged audience.

The livestream reached an estimated 2 million viewers, primarily urban, educated women from Tier 2 and Tier 3 cities across eastern and southern China. Products were featured in real-time demonstrations and Q&A sessions, and samples were offered via WeChat-based product draws and giveaways.

In parallel, Eastern Bridge staff met with local importers and distributors to explore entry strategies, including bonded warehousing through the Free Trade Zone, B2C cross-border e-commerce platforms, and traditional wholesale distribution.

Economic and Strategic Impact

Although the initial pilot was small in scale, the project yielded promising early-stage results:

• Three commercial leads were generated with interested distributors based in Nanchang and Fuzhou
• One Bay of Plenty producer secured a small-volume distribution trial valued at approximately NZD $50,000, with plans to expand in 2025
• Follow-up inquiries were received for private-label versions of skincare products, targeting wellness e-commerce platforms in China

The pilot demonstrated that the Jiangxi market has strong interest in high-quality, health-oriented foreign products, particularly when accompanied by credible branding and transparent sourcing stories. The association with New Zealand—and more specifically, the Bay of Plenty—proved valuable in terms of brand trust and marketing appeal.

The initiative also positioned Eastern Bridge and its Bay of Plenty partners as serious and capable participants in the Chinese market, strengthening government-to-government relations and building a foundation for future business facilitation work.

Partnerships and Government Engagement

The export pilot was made possible through close collaboration with:

• Jiangxi Commercial Bureau, who provided market intelligence, policy advice, and access to industry partners
• Nanchang Free Trade Zone, who offered guidance on bonded warehousing, tax policy, and e-commerce infrastructure
• Eastern Bridge Limited and Beijing New Bridge, which provided bilingual negotiation support, logistics coordination, and post-pilot analysis

This alignment of public-sector support and private-sector execution is a core feature of Eastern Bridge’s operating model—helping small New Zealand producers enter large and complex markets without the risk and cost of navigating them alone.

Looking Ahead

Building on the success of the 2024 pilot, a larger business delegation is being planned for late 2025, to coincide with the second intake of the Jiangxi Volunteer Program and other sister-province activities.

The delegation will include:

• Site visits to the Nanchang Free Trade Zone
• Workshops on cross-border e-commerce platforms and compliance
• Networking events with importers, wholesalers, retailers, and live-streaming hosts
• In-person product exhibitions and sampling opportunities

Future plans also include exploring cold chain logistics for Bay of Plenty food products, developing dual-language product branding, and identifying partner schools for export education initiatives tied to entrepreneurship and trade training.