In the last quarter of 2024, PTI China proudly showcased the unique products of the Pacific Islands at three major trade events in Asia: the Macao High-Quality Consumer Goods Expo; the China International Import Expo (CIIE) in Shanghai; and COSMOPROF ASIA in Hong Kong. These events offered a global platform for a wide array of Pacific exports – from artisanal handicrafts, to premium skincare and beverages. These shows also revealed critical insights into what it takes for Pacific businesses to thrive in a complex and competitive market like China, and I wanted to share these insights in this opinion piece.
1. Tailored strategies: the gateway to the Chinese market
The diverse and competitive Chinese marketplace demands more than quality – it requires tailored strategies that resonate with local consumers. Pacific enterprises must keep investing in developing their brand recognition with Chinese consumers. Products with unique Pacific narratives and targeted branding stand a better chance of success. These trade events are a clear demonstration that entering China is not a ‘one size fits all’ endeavour. Businesses must keep an eye on market research and adopt region-specific marketing approaches to create demand among discerning Chinese buyers.
2. Government support: a catalyst for growth
Pacific exporters cannot achieve success alone. Governments play a pivotal role in paving the way for businesses by implementing policies that facilitate trade. Measures such as:
- Streamlined customs procedures to reduce export delays.
- Access to export credit and insurance to mitigate financial risks.
- Support for international certification and quality compliance, helping exporters align with China’s regulatory standards.
By creating a conducive export environment, governments can empower businesses to scale their operations and compete effectively on the global stage.
3. Quality and compliance: the unyielding expectations
Exporters face a steep learning curve in meeting the stringent standards of the Chinese market. ‘It takes two to tango’, and without adherence to these regulations, trade relationships can falter. PTI China has witnessed instances where products, though rich in potential, failed to pass compliance checks, hindering our efforts to connect them with buyers. Businesses must prioritise quality control and embrace international standards to thrive.
4. A competitive marketplace: the full spectrum of offerings
China’s trade events showcase products across a wide spectrum – from general export exhibitions, to commercial shows that are perfectly aligned with market demands. This spectrum reflects the evolving preparedness of Pacific businesses. Exporters must objectively evaluate their offerings, striving to move up this spectrum by enhancing product quality and branding, and market positioning, while embracing continuous learning and adaptation.
5. Exhibitions as learning platforms, not just sales venues
Too often, businesses approach exhibitions with overly high expectations, focusing solely on immediate sales. These events, however, are invaluable learning experiences. They provide exporters with insights into consumer preferences, competitor positioning and industry trends. It takes several shows to create brand recognition, and each return ensures the brands remain in the minds of Chinese consumers. The goal in the first instance should be learning and growth, not focused on transactions – a mindset shift that ensures long-term success.
Moving forward: collaboration as the cornerstone
The path to sustainable success in China requires collaboration. Governments must align policies with exporters’ needs, while businesses must remain agile, innovative, and open to feedback. At PTI China, we remain committed to fostering these connections, bridging the gap between Pacific exporters and the vast Chinese market. Together, we can elevate the Pacific brand, ensuring that our region’s unique products claim their rightful place on the global stage.
By adopting a united approach, the Pacific Islands can not only penetrate the competitive Chinese market, but also build a reputation that resonates with consumers in Asia and beyond.
