Amid global trade uncertainties, local authorities and enterprises in Jinjiang, a major export hub in east China's Fujian Province, are working closely to shift from traditional business models to a more diversified approach aimed at succeeding in overseas markets.
The city reported a total export volume of over 75 billion yuan (about 10.3 billion U.S. dollars) in 2024, marking a 6.47 percent year-on-year increase.
At the Jinjiang Cross-Border E-commerce Public Service Center, several local umbrella manufacturers gathered for a seminar focused on expanding e-commerce channels abroad. Among them was Chen Guangzhi, who has been running an umbrella OEM (Original Equipment Manufacturing) factory for over a decade. He emphasized the need to adapt in the face of rising tariffs and an increasingly volatile trade environment.
"For the umbrella industry, if we continue down the traditional path, it will be impossible for us to go overseas after [the U.S.] imposed new tariffs. By moving toward a B2C (Business to Customer) model, we can directly reach consumers, which means higher profit margins. But we lack professional knowledge in cross-border e-commerce," said Chen.
The service center, established last year, connects businesses with over 70 major global e-commerce platforms. It provides services ranging from cross-border logistics and payment solutions to tax compliance support.
"Some local exporters used to focus on single markets. Now, with the global landscape shifting, they're trying to diversify their sales channels. We help them with the preparatory work and provide insights [into their target markets]. We particularly recommend exploring the Southeast Asian market, where interest-based e-commerce is on the rise," said Chen Jiada, director of the Jinjiang Cross-Border E-commerce Public Service Center.
Next door, an English-language livestream was underway, hosted by a local sportswear company promoting its new basketball gear brand to Philippine buyers. After a year of livestreaming around 40 hours per week on Philippine social platforms, the brand has built a loyal customer base.
Ding Renhao, general manager of Lefight Sportswear, said the shift from OEM production to building a brand through cross-border e-commerce has allowed his company to focus more on product innovation and consumer insights. By leveraging Southeast Asia's relatively low customer acquisition costs and return rates, they're gaining a foothold in new markets.
"There's a bag that sells for 180 yuan (about 25 U.S. dollars) and it's very popular in China. We found it sells just as well in the Philippines at the same [price]. Emerging markets have purchasing power too. We're accelerating our cross-border expansion, targeting Japan, South Korea, and Europe next," he said.
To support these overseas expansion efforts, the local government launched the Jinjiang-made Goods Go Global Command Center in February. The task force brings together resources from departments such as commerce, industry, trade promotion, and political advisory bodies to help local enterprises access new markets.
"We've established overseas business associations in more than 60 countries and regions. Over 600 international buyers and officials have been invited to visit Jinjiang. Our goal is to see Jinjiang-made products sold around the world," said Lin Qi, director of the Jinjiang Bureau of Commerce.
Jinjiang City ramps up efforts to help local businesses expand global reach
