For New Zealand and Australian businesses preparing for the China International Import Expo, NZTE and Austrade offer structured support that can meaningfully reduce the complexity of first-time participation. Understanding what each organisation can and cannot do - and how to engage them effectively - is worth doing early, well before preparation windows begin to close.
What NZTE offers for CIIE participation
New Zealand Trade and Enterprise has maintained a consistent and growing presence at CIIE since the event's inaugural edition in 2018. NZTE coordinates New Zealand's participation through a country pavilion structure that has expanded considerably in recent years. In 2025, more than 80 New Zealand businesses participated in CIIE, with a 1,000 square metre Taste New Zealand Pavilion housing 38 exhibitors.
NZTE's support for CIIE participation typically includes:
Pavilion coordination. For businesses participating within the NZTE-managed New Zealand pavilion, NZTE handles the logistics of exhibition space, shared infrastructure, country-level branding, and the practical coordination associated with a national exhibit presence.
Pre-event market briefings. NZTE provides market intelligence, buyer insights, and category-specific guidance for businesses preparing for CIIE. This can include information about the buyer composition at the event, current demand trends in relevant product categories, and practical guidance on preparing buyer-facing materials for a Chinese audience.
In-market advisory support. NZTE operates teams in China, including in Shanghai and Beijing, who can provide pre-event support around buyer identification, commercial preparation, and market-readiness questions. Businesses with an assigned NZTE relationship manager can access this support through their existing contact; others can initiate engagement through the NZTE website at nzte.govt.nz.
Matchmaking facilitation. NZTE facilitates introductions and pre-event matchmaking for participating businesses, connecting exporters with relevant buyers, distributors, and category contacts in advance of the event.
Post-event support. Following CIIE, NZTE can provide follow-up support for businesses working to progress leads and commercial conversations generated at the event.
The scope and availability of NZTE's support varies depending on the business's size, export stage, and whether it meets NZTE's eligibility criteria for different support programmes. New Zealand businesses planning CIIE participation should engage NZTE as early as possible - ideally nine to twelve months before the event - since participation places within the pavilion programme fill up, and the most useful pre-event support is more effective when begun well in advance.
What Austrade offers for CIIE participation
Austrade, Australia's national trade and investment promotion agency, has facilitated Australian business participation at CIIE and provides comparable support functions for Australian exporters.
Austrade's CIIE-related support typically includes:
Exhibition facilitation. Austrade has coordinated Australian pavilion presence and group participation arrangements at CIIE in previous editions. Availability of specific programmes varies by year and category. Australian businesses should check current CIIE programme availability directly with Austrade's China team.
In-market advisory support. Austrade operates offices in Shanghai and Beijing, among other Chinese cities. These teams can provide guidance on buyer identification, market-entry preparation, and CIIE-specific logistics for Australian businesses.
Market intelligence and buyer access. Austrade provides market intelligence for Australian exporters preparing for China-facing commercial activity, including category-specific guidance relevant to CIIE participation.
Export development programmes. Austrade's various export development programmes may provide co-funding or subsidised support for eligible businesses participating in major international trade events. Businesses should check current programme availability and eligibility requirements at austrade.gov.au.
Using institutional support effectively
Both NZTE and Austrade are most useful when engaged as part of a broader preparation process, not as a standalone solution. Their support can reduce coordination complexity, improve access to buyer introductions, and provide market intelligence that sharpens commercial preparation. What they cannot do is replace the internal commercial preparation that determines whether CIIE participation actually delivers commercial results.
The businesses that get the most from institutional support at CIIE are typically those that arrive at the support relationship with a reasonably clear sense of what they are trying to achieve at the event, a product that is ready for a China-facing buyer conversation, and the internal capacity to follow through on the conversations and introductions that the event and these organisations help facilitate.
NZTE programmes for China market development in detail
NZTE offers a range of export support programmes for NZ businesses, several of which are directly relevant to China market entry and development.
NZTE's international market development support provides qualified NZ businesses with access to in-market advisors, buyer introductions, market intelligence, and commercial preparation guidance for specific target markets. For China, this includes access to NZTE's offices in Shanghai, Beijing, Guangzhou, Chengdu, and other locations, whose teams provide category-specific market guidance, partner identification, and preparation support for trade events including CIIE. New businesses can initiate engagement through nzte.govt.nz.
NZTE co-funding programmes provide financial support for eligible businesses undertaking qualifying market development activities, including market research, in-market visits, trade event participation, and product or marketing localisation for the Chinese market. Specific programme availability, co-funding rates, and eligibility criteria change over time, so engaging with NZTE directly to confirm current terms is more reliable than relying on historical programme descriptions.
The Beachheads Network is an NZTE-facilitated resource - a network of senior business advisors in key markets who provide commercially experienced guidance on specific market entry and growth challenges. China-based Beachhead Advisors can offer the kind of commercially grounded perspective on partner selection, channel strategy, and market positioning that is difficult to access without substantial in-market experience. The network is most useful for businesses facing a specific strategic decision rather than general orientation to the market.
Austrade's Export Market Development Grants (EMDG)
Austrade's Export Market Development Grants scheme provides financial assistance for eligible Australian businesses undertaking export marketing activities. The EMDG scheme co-funds qualifying expenses including overseas travel and trade event participation fees, marketing and promotional activities, and the preparation of marketing materials for export markets.
EMDG is administered in tranches, and eligibility is based on Australian business turnover, ownership structure, and the nature of the export marketing activities. For Australian businesses evaluating CIIE participation, EMDG can meaningfully offset the cost of event participation, preparation, and travel. Full current programme terms, eligibility criteria, and application requirements are available at austrade.gov.au. Engaging with EMDG early - before costs are incurred - is essential, as retrospective claims have different requirements from planned applications.
Austrade's in-market advisory services operate through offices in Shanghai, Beijing, Guangzhou, and other Chinese cities. These teams provide guidance on market intelligence, buyer identification, and commercial preparation tailored to the specific product and category. Australian businesses that do not yet have an assigned Austrade relationship manager can initiate engagement through the Austrade website or through the relevant state trade office.
How NZTE and Austrade can work together for Trans-Tasman exporters
An increasing number of export businesses operate across both New Zealand and Australia, or are structured so that they qualify for support from both agencies. For these businesses, the question of what support is available and how it can be accessed is worth clarifying early.
NZTE and Austrade operate independently, and their programmes are structured for NZ and Australian businesses respectively. A business structured as a NZ exporter can access NZTE support; an Australian business can access Austrade support. For businesses genuinely structured in both markets, it is worth confirming eligibility for each agency's programmes separately.
In practice, NZTE and Austrade sometimes coordinate on major China initiatives, including at CIIE. For Trans-Tasman exporters, maintaining a relationship with both agencies provides access to a broader range of market intelligence and commercial connections than either agency alone - as well as the combined visibility of both countries' trade positions in categories where NZ and AU jointly have strong credibility.
Making the most of institutional support
The businesses that get the most from NZTE and Austrade support are those that treat these agencies as genuine commercial advisors rather than administrative service providers.
That means engaging early - before the participation decision is made, not after - so that market intelligence and buyer-access support can inform both the decision and the preparation. It means coming to conversations with a clear commercial objective rather than general interest. It means following up on introductions seriously, since the quality of the relationship each business develops with in-market staff is partly shaped by how productively those introductions are used. And it means being honest about what stage the business is at, since the most useful support differs between a first-time entrant and a business with several years of China activity.
Both NZTE and Austrade have sustained relationships with Chinese buyers, distributors, platform operators, and institutional contacts that individual NZ and AU businesses could not develop independently. Using those relationships effectively requires bringing the commercial seriousness and preparation quality that makes the introduction worthwhile for the Chinese party. The agency can open the door; the business needs to be ready to make something of it.
What preparation quality looks like
Both NZTE and Austrade make their most useful introductions on behalf of businesses that arrive with a clear commercial proposition - a defined product, a defined target buyer, a credible price structure, and the operational capacity to follow through on an introduction. The agencies have reputational relationships with Chinese counterparts that depend on the quality of the businesses they bring. A business that approaches NZTE or Austrade early, with a clear brief on what it is looking for and what it has to offer, is a business the agency can help effectively. One that approaches late, with a vague objective and incomplete preparation, is harder to support and less likely to produce introductions that go anywhere commercially useful.
What NZTE offers for CIIE participation
New Zealand Trade and Enterprise has maintained a consistent and growing presence at CIIE since the event's inaugural edition in 2018. NZTE coordinates New Zealand's participation through a country pavilion structure that has expanded considerably in recent years. In 2025, more than 80 New Zealand businesses participated in CIIE, with a 1,000 square metre Taste New Zealand Pavilion housing 38 exhibitors.
NZTE's support for CIIE participation typically includes:
Pavilion coordination. For businesses participating within the NZTE-managed New Zealand pavilion, NZTE handles the logistics of exhibition space, shared infrastructure, country-level branding, and the practical coordination associated with a national exhibit presence.
Pre-event market briefings. NZTE provides market intelligence, buyer insights, and category-specific guidance for businesses preparing for CIIE. This can include information about the buyer composition at the event, current demand trends in relevant product categories, and practical guidance on preparing buyer-facing materials for a Chinese audience.
In-market advisory support. NZTE operates teams in China, including in Shanghai and Beijing, who can provide pre-event support around buyer identification, commercial preparation, and market-readiness questions. Businesses with an assigned NZTE relationship manager can access this support through their existing contact; others can initiate engagement through the NZTE website at nzte.govt.nz.
Matchmaking facilitation. NZTE facilitates introductions and pre-event matchmaking for participating businesses, connecting exporters with relevant buyers, distributors, and category contacts in advance of the event.
Post-event support. Following CIIE, NZTE can provide follow-up support for businesses working to progress leads and commercial conversations generated at the event.
The scope and availability of NZTE's support varies depending on the business's size, export stage, and whether it meets NZTE's eligibility criteria for different support programmes. New Zealand businesses planning CIIE participation should engage NZTE as early as possible - ideally nine to twelve months before the event - since participation places within the pavilion programme fill up, and the most useful pre-event support is more effective when begun well in advance.
What Austrade offers for CIIE participation
Austrade, Australia's national trade and investment promotion agency, has facilitated Australian business participation at CIIE and provides comparable support functions for Australian exporters.
Austrade's CIIE-related support typically includes:
Exhibition facilitation. Austrade has coordinated Australian pavilion presence and group participation arrangements at CIIE in previous editions. Availability of specific programmes varies by year and category. Australian businesses should check current CIIE programme availability directly with Austrade's China team.
In-market advisory support. Austrade operates offices in Shanghai and Beijing, among other Chinese cities. These teams can provide guidance on buyer identification, market-entry preparation, and CIIE-specific logistics for Australian businesses.
Market intelligence and buyer access. Austrade provides market intelligence for Australian exporters preparing for China-facing commercial activity, including category-specific guidance relevant to CIIE participation.
Export development programmes. Austrade's various export development programmes may provide co-funding or subsidised support for eligible businesses participating in major international trade events. Businesses should check current programme availability and eligibility requirements at austrade.gov.au.
Using institutional support effectively
Both NZTE and Austrade are most useful when engaged as part of a broader preparation process, not as a standalone solution. Their support can reduce coordination complexity, improve access to buyer introductions, and provide market intelligence that sharpens commercial preparation. What they cannot do is replace the internal commercial preparation that determines whether CIIE participation actually delivers commercial results.
The businesses that get the most from institutional support at CIIE are typically those that arrive at the support relationship with a reasonably clear sense of what they are trying to achieve at the event, a product that is ready for a China-facing buyer conversation, and the internal capacity to follow through on the conversations and introductions that the event and these organisations help facilitate.
NZTE programmes for China market development in detail
NZTE offers a range of export support programmes for NZ businesses, several of which are directly relevant to China market entry and development.
NZTE's international market development support provides qualified NZ businesses with access to in-market advisors, buyer introductions, market intelligence, and commercial preparation guidance for specific target markets. For China, this includes access to NZTE's offices in Shanghai, Beijing, Guangzhou, Chengdu, and other locations, whose teams provide category-specific market guidance, partner identification, and preparation support for trade events including CIIE. New businesses can initiate engagement through nzte.govt.nz.
NZTE co-funding programmes provide financial support for eligible businesses undertaking qualifying market development activities, including market research, in-market visits, trade event participation, and product or marketing localisation for the Chinese market. Specific programme availability, co-funding rates, and eligibility criteria change over time, so engaging with NZTE directly to confirm current terms is more reliable than relying on historical programme descriptions.
The Beachheads Network is an NZTE-facilitated resource - a network of senior business advisors in key markets who provide commercially experienced guidance on specific market entry and growth challenges. China-based Beachhead Advisors can offer the kind of commercially grounded perspective on partner selection, channel strategy, and market positioning that is difficult to access without substantial in-market experience. The network is most useful for businesses facing a specific strategic decision rather than general orientation to the market.
Austrade's Export Market Development Grants (EMDG)
Austrade's Export Market Development Grants scheme provides financial assistance for eligible Australian businesses undertaking export marketing activities. The EMDG scheme co-funds qualifying expenses including overseas travel and trade event participation fees, marketing and promotional activities, and the preparation of marketing materials for export markets.
EMDG is administered in tranches, and eligibility is based on Australian business turnover, ownership structure, and the nature of the export marketing activities. For Australian businesses evaluating CIIE participation, EMDG can meaningfully offset the cost of event participation, preparation, and travel. Full current programme terms, eligibility criteria, and application requirements are available at austrade.gov.au. Engaging with EMDG early - before costs are incurred - is essential, as retrospective claims have different requirements from planned applications.
Austrade's in-market advisory services operate through offices in Shanghai, Beijing, Guangzhou, and other Chinese cities. These teams provide guidance on market intelligence, buyer identification, and commercial preparation tailored to the specific product and category. Australian businesses that do not yet have an assigned Austrade relationship manager can initiate engagement through the Austrade website or through the relevant state trade office.
How NZTE and Austrade can work together for Trans-Tasman exporters
An increasing number of export businesses operate across both New Zealand and Australia, or are structured so that they qualify for support from both agencies. For these businesses, the question of what support is available and how it can be accessed is worth clarifying early.
NZTE and Austrade operate independently, and their programmes are structured for NZ and Australian businesses respectively. A business structured as a NZ exporter can access NZTE support; an Australian business can access Austrade support. For businesses genuinely structured in both markets, it is worth confirming eligibility for each agency's programmes separately.
In practice, NZTE and Austrade sometimes coordinate on major China initiatives, including at CIIE. For Trans-Tasman exporters, maintaining a relationship with both agencies provides access to a broader range of market intelligence and commercial connections than either agency alone - as well as the combined visibility of both countries' trade positions in categories where NZ and AU jointly have strong credibility.
Making the most of institutional support
The businesses that get the most from NZTE and Austrade support are those that treat these agencies as genuine commercial advisors rather than administrative service providers.
That means engaging early - before the participation decision is made, not after - so that market intelligence and buyer-access support can inform both the decision and the preparation. It means coming to conversations with a clear commercial objective rather than general interest. It means following up on introductions seriously, since the quality of the relationship each business develops with in-market staff is partly shaped by how productively those introductions are used. And it means being honest about what stage the business is at, since the most useful support differs between a first-time entrant and a business with several years of China activity.
Both NZTE and Austrade have sustained relationships with Chinese buyers, distributors, platform operators, and institutional contacts that individual NZ and AU businesses could not develop independently. Using those relationships effectively requires bringing the commercial seriousness and preparation quality that makes the introduction worthwhile for the Chinese party. The agency can open the door; the business needs to be ready to make something of it.
What preparation quality looks like
Both NZTE and Austrade make their most useful introductions on behalf of businesses that arrive with a clear commercial proposition - a defined product, a defined target buyer, a credible price structure, and the operational capacity to follow through on an introduction. The agencies have reputational relationships with Chinese counterparts that depend on the quality of the businesses they bring. A business that approaches NZTE or Austrade early, with a clear brief on what it is looking for and what it has to offer, is a business the agency can help effectively. One that approaches late, with a vague objective and incomplete preparation, is harder to support and less likely to produce introductions that go anywhere commercially useful.
