On June 16, the “2026 Ninth Global Cross-Border E-Commerce Festival and the 12th Shenzhen International Cross-Border E-Commerce Trade Expo” hosted by the Shenzhen Cross-Border E-Commerce Association (hereinafter referred to as the “Shenzhen Cross-Border E-Commerce Association”) grandly opened at the Shenzhen Futian Convention and Exhibition Center.
This year’s Global Cross-Border E-commerce Festival takes “Come to Shenzhen, Sell Globally” as its theme, adhering to the core concept of “Cross-border culture, brands going overseas, and strengthening the country with intelligence”.
The exhibition scale is nearly 80,000 square meters, attracting 100+ industrial zones, 1,600+ exhibitors, more than 600 government and enterprise leaders, and over 10,000 industry elites.
Relying on Shenzhen’s position and advantage in global cross-border e-commerce resource aggregation and innovation, the exhibition is committed to comprehensively enhancing the leading role of China’s cross-border e-commerce industry in the world and building a professional platform integrating exhibition display, promotion, exchange and docking.
Li Wenhai, a member of the Party Leadership Group of the Shenzhen Civil Affairs Bureau and Director of the Shenzhen Municipal Social Organization Administration Bureau, pointed out in his speech that Shenzhen, as the birthplace and benchmark city of China’s cross-border e-commerce, has formed the triple core advantages of policy leadership, industry leadership, and ecological activeness.
As a golden bridge connecting governments and enterprises, the Shenzhen Cross-Border E-Commerce Association has played an irreplaceable role in promoting industry self-discipline, integrating global resources, and empowering enterprises to go global.
This expo is not only a display window for industry achievements, but also a strategic pivot for insight into global trends.
Li Mingxing, global director of the World Trade Centers Association and president of the Asia-Pacific World Trade and Commerce Alliance, shared from the perspective of the Asia-Pacific regional trade cooperation hub how to reduce the barriers for companies to go overseas through the coordination of Asia-Pacific market rules; he proposed a double list of Asia-Pacific supply and demand to accurately match China’s supply chain with consumer demand in ASEAN, Japan and South Korea, and help companies layout growth markets.
Sun Chenwei, vice president of the China Chamber of Commerce Buyers Branch, delivered a speech on behalf of the co-organizers.
He said that the buyer branch will cooperate in depth with the Shenzhen Cross-border Association to integrate national and even global buyer resources, build a precise docking platform for production and sales, promote China’s high-quality industrial belt products to directly reach the global terminal market, and help more Chinese manufacturing companies realize the leap from “products going overseas” to “brands going overseas”.
Wang Xin, Executive Chairman of the Global Cross-Border E-Commerce Association and President of the Shenzhen Cross-Border E-Commerce Association, delivered a keynote speech with the theme of “Celebrating Twelve Years Together and Winning the Future Cross-border”, facing the “question of the times” in the transformation of global digital trade, anchoring the new coordinates of the industry with three core judgments, and charting a strategic course for the high-quality development of cross-border e-commerce.
Currently, cross-border e-commerce has leapt from an engine of foreign trade growth to a strategic infrastructure supporting a powerful trading nation.
Countries have incorporated it into their national competitiveness strategies, and its core values have shifted to global connectivity, rule-making power, and ecological construction, becoming a strategic force reshaping the global digital trade landscape.
The all-factor ecological closed loop built in Shenzhen is being transformed into a global industry development plan.
The Shenzhen Cross-border Association is based in Shenzhen, collaborates with the whole country, and looks at the world. It releases synergy effects through “Zhengzhou hub × Pinghu manufacturing × Shenzhen platform”. Relying on 36 international pivots around the world and 34 domestic industrial belt city operation centers, the Shenzhen Cross-border Association transforms the mature experience of pilot trials into replicable industry models and contributes Chinese wisdom to global digital trade governance.
Wang Xin said that the Shenzhen Cross-border Association will continue to take “building a platform, providing services, and clarifying the direction” as its mission, and join hands with industry colleagues from various countries with a global perspective to promote cross-border e-commerce as a key engine for global economic recovery; deepen industrial linkage with cities across the country, build a national pattern for the coordinated development of China’s cross-border e-commerce, and help China’s industrial belt occupy a more central position in the global value chain.
Currently, the industry is shifting from scale dividend to value dividend, the old model driven by traffic is receding, and the era of quality and brand competition has begun.
This expo anchors this trend and creates a global strategic platform, reaching new heights in scale and international participation.
Newegg Group, OTTO, and Jumia, the three major global cross-border e-commerce platforms, have signed strategic cooperation agreements with Shenzhen Cross-border Association.
In the future, Shenzhen Cross Association will carry out in-depth cooperation with various platforms in terms of entry, brand incubation, marketing, logistics coordination, etc., to provide Chinese sellers with a multi-channel and diversified global layout path, and help Chinese brands cover core regional markets such as North America, Europe, and Africa.
At the same time as the opening ceremony, Chen Yu, General Manager of Highway & Railway Business Development in Greater China of Hongying International Freight, gave a speech on the theme of “Connecting the Silk Road Channel, Empowering E-commerce to Go Overseas | CEVA’s Central Asia Cross-Border Land Transportation Solution”; Su Hang, Chairman of Yiyunying Group, gave a keynote speech on “AI Empowerment·Global Growth | New Digital and Intelligent Paths for Foreign Trade Enterprises to Go Overseas”, focusing on the in-depth application of artificial intelligence in the field of cross-border e-commerce.
According to reports, from June 16th to 18th, more than 20 professional forums, production and marketing matchmaking meetings and industry commendation activities will be held during the same period of the exhibition.
The cross-border e-commerce industry’s most innovative business model, top-notch service capabilities and cutting-edge industry technology will be displayed from multiple perspectives, including the China Industry Overseas Resource Matchmaking Conference, the Top 100 Cross-border E-commerce Sellers Commendation Ceremony, the Pet Industry Cross-border Ecological Conference, the Cross-border AI Intelligence Special Session, the Newegg Platform Special Session, and the K100Global Overseas Ecological Growth Special Session, to discuss the new upgrades in cross-border e-commerce service capabilities and intelligent business models.
