On March 27, the first “CMG Live E-commerce Ceremony” was broadcast on the CCTV Financial Channel.
On the screen, industry leaders such as Dong Mingzhu and Dong Yuhui discussed the new future of live broadcast ecology; outside the screen, the industrial wave of live broadcast e-commerce is setting off at the junction of Qin and Macao, and massive traffic is being transformed into real jobs and economic output value.
Nowadays, live streaming e-commerce has entered the “second half”, and industry competition has already moved beyond the simple competition for traffic to the hard-core competition of supply chain, brand and compliance.
It is during this industry transformation that Hengqin has become a “revolving door” connecting the mainland’s complete industrial chain and the global consumer market with its unique line management model.
Hengqin is using live broadcast e-commerce as a breakthrough to open up a new blue ocean of cross-border trade.
This is not only the breakthrough of an emerging industry, but also the deep integration of Qin and Macao in the era of digital economy.
Walking into the Hengqin Cross-border E-commerce (Huafa) Innovation Industrial Park, people can feel the booming industrial rhythm.
The live broadcast room in the park is brightly lit, and the anchors can switch between Mandarin and Cantonese freely, enthusiastically promoting high-quality domestic products such as new smart home appliances in the Greater Bay Area.
The online audience continued to interact, showing the vitality and charm of domestic brands in the Fangcun live broadcast room.
In 2025, the total import and export volume of the cooperation zone will be 43.878 billion yuan, a significant year-on-year increase of 70.0%, of which the total export volume will be 28.386 billion yuan, a year-on-year increase of 100.5%.
It is worth noting that during the same period, the retail sales of consumer goods by units above designated size in the cooperation zone reached 4.682 billion yuan, of which public online retail sales were 2.672 billion yuan, a year-on-year increase of 22.9%.
Behind the eye-catching data is the powerful effect of industrial agglomeration.
In recent years, the cooperation zone has carried out investment promotion around the entire cross-border e-commerce industry chain, and has promoted the establishment of more than 200 e-commerce companies. It has focused on promoting the two major professional parks of the Hengqin Guangdong-Macao Deep Cooperation Zone Cross-border E-commerce (Huafa) Innovation Industrial Park and Qin’ao Cross-border E-commerce Industrial Park (Innovation Side), and has gradually formed industrial clusters such as the Hengqin International Business Center (ICC) and the Sany South Headquarters Building.
At present, it has attracted companies such as JD.com, Vipshop, Yinguniverse, Yuanwang Technology, and Anker Innovation to settle in, and the industry agglomeration trend is obvious.
As of December 2025, the total operating income of e-commerce companies in the cooperation zone is approximately 20 billion yuan, with more than 3,000 employees in the core park, and the scale and vitality of the industry are steadily increasing.
This achievement is not only a booming cross-border e-commerce business, but also a strong proof of the deep coupling of Qintao and Macao integration in the field of digital economy.
As an annual event that attracts attention in the industry, the first “CMG Live E-commerce Ceremony” focuses on the three core areas of “people, goods, and venues” and releases eight major annual cases: annual influential live broadcast room, annual influential service organization, annual public welfare action, annual live broadcast brand, annual potential live broadcast room, annual technology innovation, annual innovative live broadcast room, and annual application scenario innovation.
Among them, Hengqin live broadcast e-commerce companies performed well. Oriental Selection and Yuanwang Technology won the annual influential service agency, Make a Friend Live Room won the annual innovative live broadcast room, and Hengqin Cross-border E-commerce (Huafa) Innovation Industrial Park and Yuanwang X27 Theme Park won the annual application scenario innovation.
Why are the head agencies concentrated in Hengqin?
Wang Wenhui, co-president of Yuanwang Technology, gave a clear answer from the perspective of location, supply chain, policy and other dimensions: First, the location advantage is outstanding.
Hengqin is close to Hong Kong and Macao and can efficiently connect with the resources of Hong Kong, Macao and Portuguese-speaking countries.
Under the integrated development strategy of Hengqin and Macao, the Hengqin government actively joins hands with Macao to organize enterprises to visit Brazil, helping enterprises to connect with overseas high-quality brand resources and open up international market channels.
Second, the supply chain support is strong.
As one of the major platforms in the Greater Bay Area, Hengqin is closely connected with the cities in the Greater Bay Area. Based in Hengqin, it can receive rapid response from the Greater Bay Area’s complete supply chain and achieve good upstream and downstream exchanges.
Third, the policy dividends are huge.
The “Double 15%” policy and the special support policy for live broadcast e-commerce launched by Hengqin are extremely competitive in the country and can reduce the burden on enterprises for development.
Xu Qibei, president of the Macau Live Broadcasting Association, also agrees that relying on policy and location advantages, Hengqin can build a high-quality carrier for Macau companies to expand overseas markets. “Cross-border live streaming e-commerce is an emerging industry
The industry is inseparable from innovation and exploration, which also requires supporting friendly implementation policies.
In this regard, the government, society, enterprises and industry associations need to strengthen communication and coordination to promote the implementation of favorable policies and empower the long-term healthy development of cross-border e-commerce in Hengqin and Macao.”
However, Xu Qibei said frankly that compared with Guangzhou and Hangzhou, Hengqin’s local supporting industries are relatively weak, and it will take some time for cross-border e-commerce entities to coordinate and coordinate. “At present, Hengqin’s relevant policies strongly support enterprises to carry out innovation pilots, and the Macau Live Broadcasting Association has also launched
More practical explorations will be carried out to accumulate experience and create opportunities for the development of the industry through various innovative measures such as the ‘One Master, Two Certificates’ talent training pilot for 100 Macao trainees.”
If enterprises are the “seeds”, then systems and policies are the “soil”.
The core driving force for the rapid rise of Hengqin live streaming e-commerce comes from the “chemical reaction” brought about by institutional innovation.
As a key node in the construction of the Guangdong-Hong Kong-Macao Greater Bay Area, the Hengqin Guangdong-Macao Deep Cooperation Zone has always adhered to the core mission of “promoting moderate diversified economic development in Macao”, overlaying the dual advantages of location and policy, and striving to build an international hub for digital trade.
The international business environment, convenient talent visa policy, and open international Internet channels have created high-quality soil for new business formats such as live streaming e-commerce.
With the further advancement of branch management policies that liberalize the “first line” of goods, control the “second line” and highly facilitate the entry and exit of personnel, Hengqin has gradually cleared institutional obstacles for the development of cross-border e-commerce.
In addition, on July 1, 2024, the cooperation zone officially issued the “Support Measures for Promoting the High-Quality Development of the Cross-Border E-commerce Industry (Trial)”, focusing on park construction, enterprise agglomeration, talent training, event hosting, Qin-ao collaboration, etc., to build a complete cross-border e-commerce industry ecosystem with the four major elements of “building a nest, attracting talents, attracting talents, and gathering momentum”.
The improvement of the policy system has opened up key institutional channels for cross-border e-commerce, and efficient and smooth cross-border logistics is an important support for the implementation of the industry.
With the continuous upgrading of relevant hardware venues, the level of Qinao logistics collaboration will continue to rise.
When the Macau International Airport Hengqin front-end cargo terminal is completed soon, it will extend the air cargo security inspection, palletizing, distribution and other service chains to the cooperation zone. Relying on the convenient supervision measures of Hengqin Customs and Border Inspection, it will achieve rapid customs clearance of goods from Guangdong and Macao, greatly improve efficiency, reduce costs, and provide strong air transport support for cross-border e-commerce, high-end manufacturing and other industries.
After the completion of the Nam Kwong (Hengqin) Logistics Center, it will become the largest, most comprehensive and intelligent comprehensive logistics hub in Hengqin and Macao, helping Macao’s logistics industry to improve its quality and upgrade, and strengthen its ability to ensure supply for people’s livelihood.
Research data shows that the cost of warehousing services in Hengqin is only about 50% of that in Macau. The mature “Macao store Qintang warehouse” model allows Macau brands to enter mainland live broadcast rooms at extremely low logistics costs, greatly improving market competitiveness.
“Looking to the future, ‘Macau + Hengqin’ will continue to seize the wave of the digital economy, rely on the vast mainland market, expand trade channels for Portuguese-speaking and Spanish-speaking countries, promote mutual recognition of standards and service optimization, let high-quality products from the Bay Area go global through live e-commerce, and also allow global good goods to enter the domestic consumer market more conveniently.” Fu Yongge, member of the Hengqin Working Committee of the Provincial Party Committee and deputy director of the Cooperation Zone Executive Committee, said.
