New Zealand Trade and Enterprise (NZTE) is hailing a collaborative venture with a Chinese online trading platform to sell seafood, meat and wine direct to consumers in the vast Asian country as a success that could be repeated with other products.
New Zealand producers supplied $280,000 worth of seafood and meat in a six-day collaboration with Tmall.com in April.
Trade Minister Tim Groser originally seeded the idea when he met current Tmall chief executive Jonathan Luk, who is a fan of New Zealand.
Tmall.com is a popular business to consumer online shopping platform, and is the 7th most visited site in China, servicing 180 million buyers.
The NZTE Trade Commissioner in Shanghai, Mike Arand, said nearly 9600 deliveries of seafood and meat, alongside 400 bottles of white wine, were shipped to the homes of consumers in China during the Kiwi campaign.
Consumers were able to order seafood online and have it air-freighted to their doorstep within 72 hours.
The collaboration was limited to six days as the promotion allowed Chinese consumers to purchase the products at a heavily discounted price.
However, Arand said the collaboration achieved its goal of increasing product and brand awareness of New Zealand produce in China, in particular establishing the country as a provider of high quality seafood.
The most popular products were live pacific oysters followed by live greenshell mussels.
The NZTE team in China is exploring other campaigns it could run with Tmall with other food, beverage and natural products such as honey, fruit and dairy.