One store sells globally, cross-border e-commerce drives Chinese manufacturing to accelerate overseas expansion

In three years, the annual sales revenue has increased from over 4 million US dollars to over 60 million US dollars, and the overseas market has expanded from North America to Europe and Japan - this is the result of Xin Patna Si (Qingdao) Home Decoration Co., Ltd.'s overseas expansion through a single cross-border e-commerce platform.

Without the need to travel overseas to participate in exhibitions or rely solely on foreign trade intermediaries, an online store can directly face global consumers and win overseas orders. Not only do channels and pricing power lie in their own hands, but they can also use platform data to guide product research and development in reverse, rapidly expanding the global market. "Zhao Jing, the company's general manager, explained the reasons for traditional foreign trade factories to transform into cross-border e-commerce and go global.

In recent years, cross-border e-commerce has flourished and become an important force in helping "Made in China" go global. Open the page of Shandong Haituo Machinery Group Co., Ltd. on the cross-border e-commerce platform website, and an English live broadcast is currently taking place. On the screen, a small excavator weighing 1 ton is stretching its arms to excavate soil, attracting many overseas netizens to watch.

Many European and American families use small excavators to dig gardens and swimming pools. We are optimistic about this market prospect and have made layouts on multiple cross-border e-commerce platforms. "The company's Chief Operating Officer, Bu Panpan, told reporters that the company has gradually established a foothold in overseas markets, starting from lightweight trade, to self built factories for OEM, and then building independent brands. Since the beginning of this year, the export value through cross-border e-commerce has exceeded 500 million yuan, a year-on-year increase of 70%.

Jining, Shandong, where Haituo Machinery Group is located, is a major manufacturing base for small construction machinery in China. The small excavators produced here have a market share of over half in the European and American e-commerce markets.

The new wave of going global driven by "cross-border e-commerce+industrial belts" is accelerating in many traditional industry clusters. Behind every industrial belt lies decades of accumulated craftsmanship, supply chain, and technology, "said Song Xiaojun, Vice President of Amazon China. By 2025, industrial belts such as Jiaozhou wigs, Jining small excavators, and Tianjin carpets will all achieve strong sales growth.

Cross border e-commerce is becoming a new driving force for promoting high-quality development of foreign trade. According to data from the General Administration of Customs, the total value of cross-border e-commerce imports and exports in China will reach 2.84 trillion yuan in 2025, an increase of 4.8% over the previous year.

In the traditional foreign trade model, manufacturing enterprises only need to face a small number of buyers, while cross-border e-commerce sellers have to face massive and dispersed overseas terminal demands. In addition, cross-border transportation, advertising placement, sales operations, after-sales service, and payment collection are all interrelated, which is a tough battle for any enterprise that wants to engage in cross-border e-commerce.

Policy support is key to enabling more enterprises to transition from 'not being able to go or being unstable' to 'going long and far'.

The outline of the 15th Five Year Plan points out to support the development of new formats and models such as cross-border e-commerce.

In April of this year, the Ministry of Commerce and six other departments issued guidance to the public, proposing the development of "market procurement+cross-border e-commerce" and "China Europe freight trains+cross-border e-commerce" models, encouraging e-commerce enterprises to register trademarks, apply for patents, and layout their own trademark brands overseas.

The platform has also put in a lot of effort. Amazon has released the 'North China Industrial Belt Joint Empowerment Plan', which will incubate 500 overseas brand sellers in the next two years; Alibaba International Station launches AI intelligent agents to equip sellers with a "24-hour non-stop foreign trade team"

In addition, industry associations actively support the deep integration of the "policy chain trade chain industry belt". Small and micro enterprises still face challenges such as a shortage of cross-border e-commerce composite talents and insufficient brand awareness when going global, "said Lv Yaping, Secretary General of the Shandong Cross border E-commerce Association. The association will continue to provide training for sellers, help enterprises complete the practical closed-loop of cross-border e-commerce from 0 to 1 and from 1 to N, and promote the implementation of policies that benefit enterprises.