On April 14, 2026, a press conference by the State Council Information Office revealed that the total cross-border e-commerce import and export volume in the first quarter reached 618.46 billion yuan, accounting for more than 70% of exports. Cross-border e-commerce has become a new engine of foreign trade.
At the same time, Xiaohongshu announced that the independent cross-border platform Redshop will be launched in June, focusing on intangible cultural heritage handicrafts and premium content. This marks that cross-border e-commerce has moved from “traffic volume” to the deep water zone of “brand victory”.
Policy dividends have accelerated the transformation of cross-border e-commerce.
Analysts pointed out that the high growth rate of cross-border e-commerce is not a short-term trend, but the inevitable result of the resonance of policy, market and enterprises.
At the government level, the latest Foreign Trade Law focuses on digital and green trade, promoting the deep integration of cross-border e-commerce and overseas warehouses.
The customs department has launched measures such as cross-customs area returns, TIR logistics, and pre-supervised warehouses, which have effectively shortened customs clearance time, reduced logistics costs, and solved the return problem that has long plagued small and medium-sized sellers.
On the market side, global consumer demand is undergoing structural optimization.
Data shows that the global handicrafts market is expected to exceed US$986.9 billion in 2025. European and American markets pursue quality and brand, while emerging markets such as Southeast Asia are seeing rapid increases in penetration.
China has obvious advantages in the supply chain. It is transforming from low-end OEM to brand overseas, and the proportion of high value-added products continues to increase.
The logistics side presents the new characteristics of “logistics hub”.
Henan’s “Zhengzhou-Tashkent-Leipzig” all-cargo flight route made its first flight, establishing a full-link model of “front cargo terminal + charter flight + central port” to achieve one-time handling of goods and direct flights to Europe, with excellent timeliness and cost.
Ningbo’s innovative “air-air combined transportation” provides small and medium-sized sellers with an efficient channel to North America.
In terms of competition, cross-border e-commerce has entered the era of “differentiated competition” from the “price red ocean”.
Temu and Shein still stick to the basics of low price and high efficiency, but this road is becoming increasingly difficult.
On the contrary, leading companies are increasing investment in R&D and AI empowerment to build their own brands.
Take Anker Innovation as an example. The company refuses price wars and follows the route of brand + R&D + globalization. It focuses on smart hardware fields such as charging and audio. It uses AI to accurately understand overseas demand and deploys overseas warehouses and local after-sales services. It uses brand premiums to traverse industry cycles and become the benchmark for A-share cross-border brands.
Jiemet and Yidiantianxia have achieved differentiated breakthroughs through “content marketing”.
Jiemet focuses on mobile phone accessories and other high-quality products, winning with design and quality; Yidiantianxia uses its traffic operation advantages to provide marketing services for cross-border sellers, adapts to the trends of content platforms such as Xiaohongshu, avoids homogeneous competition, and enjoys the dividends of high gross profit and high stickiness.
Generally speaking, China’s cross-border e-commerce is standing at a new historical intersection.
From “going global” to “going overseas to win”, leading companies must achieve “high-quality overseas” through technological innovation, supply chain upgrades and compliance management.
Only by adapting to new trends in global consumption can we remain invincible in this fierce competition.
