"It's an umbrella body that shades none," he said, describing its aim as to include all sectors with interests in developing the New Zealand-China relationship.
"Our job is to assist them, to work with them and, at the same time, to remain very strategic," he said.
"Our priority is to be getting structures in place now to enhance the relationship in the future."
New Zealanders tended to see such relationships "more in terms of a transactional nature rather than a broad strategy."
"Big companies like (New Zealand dairy giant) Fonterra have a pretty clear strategic goal, but we want to get other players in the Chinese market and give them coverage," he said.
The organization was considering setting up an advisory council that would draw on the expertise of those already working with China to ensure the success of the New Zealand government's China strategy.
"We're not the government, but we're not purely the private sector we're in between," said McKinnon.
Landmark building should respect the public's feeling