Feature: Australian exhibitors eye long-term partnerships at China's import expo

MELBOURNE, Nov. 2 (Xinhua) -- "It's progressing very well," Sam Zhang said of the partnership Australian dairy producer Bulla formed with Chinese grocery platform Dingdong Fresh at last year's China International Import Expo (CIIE).

Zhang, who oversees international business at Bulla, told Xinhua that the company's products were doing well on the platform.

The ninth CIIE will run from Nov. 5 to 10 in Shanghai. Bulla is preparing to return with new ice cream products, while probiotics company Biome Australia is getting ready for its debut. Both companies hope to use the expo to gain a better understanding of Chinese consumers and build long-term business partnerships.

Zhang said Bulla has participated in the expo every year since 2019. Opportunities to connect with consumers and buyers, showcase its brand and explore business partnerships have kept the company coming back.

The 2024 and 2025 editions were particularly memorable. Bulla reached agreements with Chinese customers at both the 2024 and 2025 expos, including a direct-sourcing agreement with Dingdong Fresh in 2025. Chinese pizza restaurant chain BigPizza is the company's largest customer in China, Zhang said.

Bulla had limited brand recognition in China when it first attended the expo. It has since expanded its business network in the retail and food service sectors. Zhang said the expo has helped the company connect with consumers and business partners while keeping pace with changing market demands.

Bulla's exports to China exceeded 10 million Australian dollars (about 7 million U.S. dollars) in the financial year ended June 30, 2026, Zhang said.

Zhang said growing health awareness among Chinese consumers has prompted Bulla to adjust its packaging and product information. The company has also worked with Sam's Club, a membership-based warehouse retailer in China, for several years, developing products tailored to the retailer each year.

This year, Bulla plans to showcase ice cream products for food service businesses, as well as new ice cream cones, with samples available for visitors to try.

Over the years, Zhang has seen more international brands and a wider range of products at the expo, which offer Chinese consumers more choices. He described the growing competition as "the nature of doing business."

"We're ready for it," he said.

As Bulla prepares to return to China, Biome is getting ready for its first appearance. During an interview in Melbourne, Rebecca Edwards, the company's director of education, showed some of the probiotic products it plans to exhibit, including those for babies and children as well as for daily use.

Biome already operates in Canada, New Zealand, Britain and Ireland. Having followed the Chinese market for some time, the company is now preparing to enter its first Asian market, Edwards said.

"China feels like the natural next step," she said.

Edwards sees growing interest among Chinese consumers in probiotic products designed for specific health needs. At the expo, Biome hopes to hear directly from consumers about their health concerns and meet people familiar with China's health products market and cross-border e-commerce sector to explore potential partnerships.

Preparations for entering China are already underway. Biome has signed a heads of agreement with cross-border e-commerce company H&S Global and is working toward a formal distribution agreement, which it hopes to sign by the end of this year, Edwards said. The company plans to develop its business in China through cross-border e-commerce.

"We see a lot of potential in China," she said.

Rhys Roberts, national president and chair of the Australia China Business Council, said in written responses that the CIIE offers Australian exporters a practical way to meet importers, distributors and retailers from across China in a single week, rather than traveling to a dozen cities.

"What matters most to our members is what happens after the expo. Conversations that start on the show floor become distribution agreements, repeat orders and long-term partnerships, and that is where the real value lies," he said.

Predictability is particularly important to businesses, he said. Clear rules, consistent customs and regulatory processes, and reliable market access give them confidence to commit to a market for the long term.

"Every step that makes it easier to do business in China is welcomed by Australian companies."

On the outlook for Australia-China business ties, Roberts said: "The mood I hear from our members is practical optimism."

Businesses that succeed in China, in his view, are those that invest in relationships, understand consumers and take a long-term view.