Yesterday, the 6th China (Xiamen) International Cross-border E-commerce Exhibition (hereinafter referred to as “China Cross-Border Exhibition”) opened at the Xiamen International Convention and Exhibition Center, and the exhibition will last until June 10.
As one of the few national-level cross-border e-commerce professional exhibitions prefixed with “中” in China, China Cross Exhibition was approved by the China Council for the Promotion of International Trade and obtained the authoritative UFI certification from the International Association of the Exhibition Industry. After six years of intensive cultivation, it has grown into a core platform that links the national industrial belt and the global market, empowers enterprises to transform and upgrade, and promotes high-quality development of the industry.
The opening day of the exhibition was extremely popular, with multiple platforms simultaneously launching online live broadcasts, with a cumulative number of viewers approaching one million, fully demonstrating the vitality of the domestic cross-border e-commerce industry.
Big names gathered in Ludao to decode the new momentum of cross-border foreign trade
At the opening ceremony, industry experts and representatives of leading companies based on the new restructuring of global trade, explored new opportunities and new paths for the development of cross-border e-commerce.
Luo Lei, deputy director of the Convention and Exhibition Department of the China Chamber of International Commerce, said that my country’s cross-border e-commerce import and export scale will exceed 2.75 trillion yuan in 2025, maintaining double-digit high growth for many consecutive years, and the growth rate continues to lead the world. It has become a core strategic pivot for stabilizing foreign trade, hedging external market risks, and cultivating new advantages in foreign trade competition.
He revealed that he will take the lead in preparing for the establishment of a cross-border e-commerce industry working committee in the future, integrating resources across the entire industry chain to promote enterprises to go overseas as a team, focusing on developing emerging markets such as Central and Eastern Europe, the Middle East, and Latin America, and helping to build a new open, transparent, and standardized new cross-border trade order through policy consultation, intellectual property protection, participation in international rule-making and other professional services.
As the province with the earliest start of cross-border e-commerce in China, the most comprehensive business formats, and the most active ecology, Fujian has a solid industrial and commercial foundation.
Relying on the combined benefits of multiple policies such as the Free Trade Pilot Zone, the BRICS Innovation Base, and the Cross-border E-commerce Comprehensive Pilot Zone, Xiamen has built a full-chain service system covering customs clearance, logistics, finance, and compliance to create a leading cross-border e-commerce business environment in the country.
Industrial belts organize groups to go overseas, and flexible supply chains unlock new asset-light models
This exhibition has the theme of “Cross-border interconnection and global freight forwarding”. The exhibition area exceeds 50,000 square meters, with 1,500 international standard booths. It brings together more than 30 high-quality industrial belts and nearly a thousand source factories across the country to appear on the same stage, attracting buyers from 20 countries and regions to select products and connect them.
Among them, the Korean Trade Pavilion has participated in the exhibition for six consecutive years, bringing more than 50 local companies and more than 200 hot products in beauty, health, and maternal and infant products to the exhibition, activating the vitality of cross-border trade in both directions.
As the trump card feature of the exhibition, the country’s first POD on-demand customized theme exhibition area has expanded its scale and improved its service quality, becoming the focus of the entire traffic flow.
The POD model is based on “receiving orders first, producing later” and has three major advantages: zero inventory risk, low-cost trial and error, and high personalized premiums. It accurately meets the current consumer demand for personalization, diversification, and rapid iteration of cross-border trade.
This exhibition area brings together more than 20 leading companies in the industry, including Yijiele and Fingerprint Technology, to showcase cutting-edge technologies and implementation solutions such as digital customization, small order quick response, and flexible supply chain.
Many small and medium-sized sellers have taken this opportunity to unlock new ways to go overseas.
Global fast fashion giant SHEIN, which made its official debut this year, relies on AI-assisted design, small-batch order testing, and on-demand order replenishment with a flexible supply chain concept of “small orders and quick response” that is highly consistent with the POD exhibition area.
During the exhibition, SHEIN opened diversified cooperation channels such as ODM, OEM, and spot purchasing, focusing on empowering Fujian’s textile and apparel advantageous industrial belt, helping traditional manufacturing companies get rid of the operating difficulties of blindly following trends and betting on hot products, and accurately connect with global market segments.
AI deeply empowers the entire chain and drives cross-border product innovation and upgrading
The exhibition will hold more than 20 industry-specific activities during the same period, covering all core areas such as AI cross-border applications, brand overseas, platform policy interpretation, financial and tax compliance, and talent docking.
Amazon Global Stores participated in the entire exhibition in depth. Qiu Sheng, Vice President of Amazon China, pointed out in the theme sharing that cross-border e-commerce has entered a new era of “born global”. Industry competition has shifted from price involution to value competition, and AI has become the core accelerator driving product innovation and industrial upgrading.
This exhibition also brings together mainstream cross-border platforms such as eBay, AliExpress, Temu, TikTok Shop, Shopee, and Meikeduo, as well as hundreds of ecological service providers such as cross-border logistics, overseas warehouses, financial and tax compliance, AI product selection, and celebrity marketing, to provide one-stop full-chain services for overseas expansion and accurately solve the pain points of enterprises going overseas.
Gather industry consensus
Multi-dimensional efforts to escort high-quality exports
At the opening ceremony, the China Cross-Exhibition Organizing Committee joined 18 cross-border e-commerce associations to jointly release the “Industry Initiative to Promote the High-Quality Development of Cross-border E-commerce”, which builds industry-wide consensus around the four core directions of industrial collaboration, compliance operations, digital intelligence upgrades, and talent cultivation, advocates the industry’s adherence to long-termism, and jointly builds an open, healthy, and transparent cross-border trade ecosystem, laying a solid foundation for the sustainable and high-quality development of the industry.
The new logo of China Cross Exhibition was officially unveiled for the first time.
The new logo uses blue as the main color, which symbolizes the openness and tolerance of the ocean and the vitality of cross-border e-commerce. It not only carries the background of Xiamen’s city “promoting towards the sea”, but also symbolizes the development leap of cross-border e-commerce from “cargo connecting the world” to “linking the world”.
At the same time, the integration of industry and education and talent empowerment are speeding up simultaneously.
The Chinese Language College/Preparatory Education College of Huaqiao University successfully signed a contract with the Xiamen Chamber of International Commerce, Xiamen Association of Foreign-Invested Enterprises, Xiamen Federation of Overseas Chinese Merchants, and Asia Influence Group. The parties will deepen school-enterprise collaboration and focus on in-depth integration of the four major areas of language services, talent training, foreign economics and trade, and international exchanges, to provide professional and efficient language and talent support for cross-border e-commerce companies to go overseas, and to help more Chinese brands steadily sail overseas and delve into the global market.
