When it comes to Fujian’s cross-border e-commerce industry, the outside world is always limited to cliché labels such as overseas Chinese resources and industry dividends.
However, after many rounds of industry reshuffles, those that have truly gained a firm foothold and are of greatest value to the growth of practitioners are a group of high-quality companies that have deeply cultivated segmented tracks and built exclusive supply chains and data barriers.
Different from small and medium-sized sellers who chase short-term hits and low prices, these seven leading companies across Fuzhou, Xiamen, and Quanzhou cover core tracks such as home furnishings, sportswear, auto parts, outdoor industrial products, and social e-commerce. Their businesses are complementary and their models are mature. They are the core chassis of Fujian’s cross-border industry. They are also the best choice for job seekers to accumulate hard-core capabilities and build high-quality career resumes.
1. Quanzhou Tuoji Era: a large-scale comprehensive seller in the hinterland of the industrial belt
Tuoji Times, established in 2018, is headquartered in Quanzhou and has branches in Xiamen and Shenzhen. The team has nearly 700 people. It is deeply involved in the dual channels of Amazon and independent websites, covering multiple categories such as 3C, home furnishing, sports and health, beauty, mother and baby, etc.
Different from the conventional operation of most leading sellers gathering in first-tier cities, the company will move its headquarters from Shenzhen back to Quanzhou in 2023, relying on the local complete light industry belt to achieve low-cost and high-efficiency supply chain coordination, with stability far exceeding the industry average.
Core advantages for job hunting: The company is mature in scale, has a complete business system, does not blindly pursue short-term trends, and has a clear division of labor in operations, supply chain, and product positions.
Relying on the advantages of the Quanzhou factory cluster, newcomers can systematically learn full-link supply control, cost control and multi-category operation logic. The work rhythm is steady and suitable for practitioners who want to consolidate their cross-border foundation and accumulate experience in standardized operations.
2. Xiamen Larsen Trading: a robust invisible leader in the apparel industry
Lasen Trading was established in Huli, Xiamen in 2015. It has built its own factory and supporting warehousing, with a team of more than 300 people. It focuses on a single track of sports, outdoor, workwear, and tactical apparel, and is deeply integrated with the Xiamen-Zhangquan textile and apparel industry belt.
The company is low-key and pragmatic, does not raise funds or build publicity. In the industry environment where SHEIN and Temu are involved in extreme low prices, it has maintained annual sales of hundreds of millions and stable operating cash flow.
In 2024, the “BI foundation building, AI leap” strategy will be launched to fully replace traditional manual experience decision-making and realize data-based product selection, launch and operation.
Core advantages for job hunting: Avoid cross-border low-price cross-border clothing intrusion, and focus on refined brand operations.
Practitioners can fully learn the data-based operation of clothing categories, supply chain iteration and quality control, get rid of the superficial ability of “betting on luck with hot products”, and accumulate reusable professional abilities in segmented tracks.
3. Fuzhou Yangteng Innovation: a listed unicorn in the auto parts track
Yanteng Innovation, established in 2013, is a scarce cross-border leader in auto parts in Fujian. It focuses on the automotive replacement parts track and has created three major private brands, covering more than 500 product categories and 150,000 SKUs, meeting the precise matching needs of all models.
The company’s performance is growing rapidly, with revenue reaching 1 billion yuan in 2022 and reaching 1.65 billion yuan in 2023. Net profit has increased significantly year-on-year. It will complete a new round of financing in 2024 and is currently advancing the listing process. It has consistently ranked among the top ten in the Amazon auto parts category in the world.
Core advantages for job hunting: The threshold for the auto parts industry is extremely high, competing products are difficult to copy, there are no short-term hot-selling bonuses, and there are strong career barriers.
Practitioners can master the refined management of 10,000-level SKUs, accurate vehicle model matching, and industrial-grade supply chain operation and maintenance capabilities, which are completely different from ordinary pan-category operations and maintain long-term professional competitiveness.
4. Xiamen Junyi Technology (BALEAF): the benchmark for sportswear branding
Junyi Technology, founded in 2014, relies on its own brand BALEAF, starting from cycling apparel, and gradually expanding into yoga, running, and outdoor full-scenario sports categories. It once topped Amazon’s women’s sports category. Its revenue exceeded 1 billion yuan in 2021, and it will complete Series A financing of more than 100 million yuan in 2022.
Different from ordinary category sellers, the company’s core advantage lies in the mental operation of users in multiple scenarios, successfully achieving the same brand covering three types of differentiated consumer groups.
Core advantages for job hunting: Focus on cross-border branding operations rather than simply selling goods.
Practitioners can systematically learn brand positioning, user hierarchical operations, and multi-category matrix construction. It is one of the few platforms in Fujian that can delve deeply into cross-border consumer brand building, and is suitable for practitioners who want to switch from operations to brand positions.
5. Jihong Shares (22.010, 0.44, 2.04%): A+H listed social cross-border e-commerce leader
Jihong Co., Ltd. (002803), which is dual-listed on A-shares and Hong Kong stocks, is the first domestic cross-border social e-commerce A+H stock. It has deeply cultivated the Southeast Asian market and created an original two-wheel model of “industrial packaging + cross-border e-commerce”.
Relying on AI material generation and optimization of overseas warehouse layout, cross-border business increased by 53% year-on-year in the first half of 2025, successfully reversing the performance pressure caused by previous industry fluctuations, and the core strategy adapted to the overseas social media traffic ecology.
Core advantages for job hunting: The listed company system is standardized, and the traffic delivery, AI marketing, and overseas localization operation systems are mature.
The working model is close to new media advertising and refined social media operations, breaking away from the limitations of traditional Amazon shelf e-commerce. It is suitable for practitioners who are good at traffic operations, content materials, and user growth.
6. Fuzhou Baitu: A practical highland for cross-border risk control of large home furnishings
Baitu, established in 2008, is one of the first cross-border e-commerce companies in China, with a team of more than 400 people. It is deeply involved in the home furnishing, courtyard outdoor, home appliances and home textiles categories, and has deployed all channels such as Amazon, Wayfair, and Temu.
The logistics cost of large-scale home furnishings is high, the inventory cycle is long, the cash flow pressure is high, and the industry elimination rate is extremely high. Baitu relies on the factory supply chain and refined risk control system accumulated over more than ten years to operate stably through multiple industry cycles.
Core advantages for job hunting: Focus on cash flow management, large-scale supply chain control, long-term channel operation and maintenance, and abandon the short-term hot-selling mentality.
Practitioners can learn ultimate cost accounting, inventory risk control, and long-term channel operation capabilities, and their professional mentality and comprehensive capabilities far exceed those of ordinary sellers of popular products.
7. Xiamen Duyuan Outdoor: Hidden Champion of niche industrial products overseas
Founded in Jimei, Xiamen in 2012, it focuses on RV, yacht, and water leisure ancillary products. Its SEAFLO brand ranks first in the Amazon marine water pump category globally. Its products are sold to more than 100 countries around the world and has more than 190 patents. It is deeply involved in the niche outdoor industrial product track with high threshold and strong certification, and will start preparations for listing in 2022.
The core advantages of job hunting: the track is unpopular, the barriers are extremely high, and it avoids homogeneous involution.
Practitioners can delve into cross-border compliance of industrial products, overseas certification, and high-end segmented brands overseas, accumulate scarce vertical track experience, and have resumes that are far more recognizable than practitioners in mass categories.
On the whole, the core competitiveness of Fujian’s high-quality cross-border enterprises has never been low-price involution, but industrial belt supply chain + segmented track barriers + refined operations.
For job seekers, choosing these seven companies with long-term roots and healthy models will help them develop core cross-border capabilities that will last a lifetime rather than chasing short-term trends.
