At the China (Guangzhou) Cross-Border E-commerce Fair held on August 15, 2025, the “2025 China Export Cross-Border E-commerce Development Trend White Paper” (hereinafter referred to as the “White Paper”) was released for the first time. This White Paper focuses on product innovation, unveiling for the first time the “2025 Top 50 Brands for Product Innovation Going Global” list and the “Product Innovation Flywheel” methodology, and deeply analyzing the development paths of fifty highly innovative cross-border e-commerce companies in China. This is reportedly the seventh time Amazon Global Selling has released the annual “China Export Cross-Border E-commerce Development Trend White Paper.” Statistics from the General Administration of Customs show that in 2024, the scale of China’s export cross-border e-commerce reached 2.15 trillion yuan, a year-on-year increase of 16.9%, setting a new historical record. Meanwhile, the “new” content of overall foreign trade continues to rise, with more and more high-tech new products accelerating their export. For example, exports of 3D printers and industrial robots achieved year-on-year growth of 32.8% and 45.2%, respectively. Furthermore, domestic trendy brands are also creating a “Chinese style” trend around the world, and the high-quality development of the cross-border e-commerce industry continues to move towards excellence and innovation. The White Paper points out that, based on the analysis of the companies listed in the “2025 Top 50 Brands for Product Innovation Going Global” and a survey of a wider range of companies, product innovation in China’s cross-border e-commerce sector exhibits four main characteristics: First, strong independent innovation capabilities and large investments, with nearly 90% of the listed companies possessing original, first-release products; second, significant advantages in core technologies, with high-tech products such as smart homes, consumer electronics, and professional equipment accounting for over 75%; third, a prominent “consumer-centric” innovation value orientation, with over 30% of the listed companies creating new consumption scenarios and product categories; and fourth, accelerated AI applications, actively utilizing new technologies to enhance product competitiveness.
Yang Meng, founder and CEO of Anker Innovations, one of the listed companies, said: “We believe that the next ten years will be the golden decade for the hardware industry. Companies that want to create highly innovative products in niche categories need a very strong enabling layer to attract more creators.” This shows that companies have a deep understanding of the importance of innovation for future development.
</ … A representative from the organizers of the China (Guangzhou) Cross-Border E-commerce Fair stated, "With the rapid development of cross-border e-commerce, more and more Chinese companies are winning the favor of global customers through innovative, high-quality, and high-tech products, demonstrating a significant trend of transformation from 'Made in China' to 'Created in China.'" Qiu Sheng, Vice President of Amazon China, also emphasized, "Global customer demands are changing rapidly, and new consumption scenarios are constantly emerging. How to actively respond to customers' 'unmet' needs has become a new challenge for global companies. This makes 'product innovation' an increasingly urgent priority for cross-border e-commerce companies in building their capabilities, and also a top priority for their long-term business development." In the future, Chinese cross-border e-commerce companies will continue to be driven by innovation, constantly improving product competitiveness and exploring broader global markets.
