A large number of cross-border sellers emerge in Jiangsu

Nanjing takes the lead, and Jiangsu's cross-border e-commerce is booming!

In December, the 10th annual Amazon Global Selling event in China was successfully concluded in Nanjing, Jiangsu. The cross-border e-commerce leader platform highly recognized the event, which shows the prosperity of Nanjing's cross-border e-commerce.

Due to its strong trade foundation, numerous universities, and excellent entrepreneurial environment, Nanjing has always had a good cross-border e-commerce atmosphere, and is called one of the most suitable regions for cross-border business by many industry insiders. The overseas-renowned cross-border e-commerce giant SHEIN started in Nanjing. In addition, other well-known big sellers such as Yifante, Cupshe, Xinmai, and Soho Commerce were also born here.

In fact, the cross-border e-commerce atmosphere is also strong in Zhenjiang, Wuxi, Changzhou, Suzhou, Nantong, Xuzhou, Suqian, Yangzhou and other places in Jiangsu Province. As local foreign trade companies have expanded their sales through online marketing, the fire of cross-border e-commerce is getting stronger and stronger!

Many well-known cross-border e-commerce companies were born in Nanjing

"Nanjing is building a global brand and doing a good job. This region has great potential." Amazon Global Selling chose to continue to expand cooperation with Nanjing, making this city a hot topic in the cross-border circle, and a number of Nanjing best-selling products have entered the vision of more people.

Nanjing NewBarley's products include office supplies, outdoor gardens, home kitchen and bathroom, and life tools. In 2017, it began to sell its own brand in overseas markets through Amazon, Ebay and independent websites. In the same year, NewBarley E-Business was established to focus on the overseas promotion of the company's product line. The new business achieved rapid growth only one year after its launch. In 2019, the annual sales of cross-border business exceeded 100 million yuan, and the sales have doubled in the past two years. Many single products have won the Amazon Best Seller list.

Women's sportswear brand Yvette is also a top seller on Amazon. Founded in 1999, it has been engaged in clothing foreign trade OEM for a long time. Yvette gradually awakened its brand awareness and officially transformed into a women's sports equipment brand in 2010. It has derived women's sports equipment for multiple sports scenes such as running, strength training, yoga balance, sports and leisure, and sells its products through international mainstream online platforms such as Amazon, German professional e-commerce platform OTTO, ZALANDO and Japan's Rakuten.

Mature supply chains and factories are the foundation for Yvette to build its brand. The introduction of digital management of the supply chain and the creation of flexible production lines based on its own factories further magnify the differentiated competitive advantages of Yvette. Now Yvette's annual sales revenue continues to grow by more than 20%. In 2019, its international online business achieved a 6-fold increase in sales. Its products are firmly at the forefront of the sports bra category on Amazon Japan and Amazon Germany.

At the same time, Yvette also attaches importance to the traffic dividend of live streaming e-commerce. After entering Douyin's overseas e-commerce, it quickly gained volume and has been No. 1 in Douyin's overseas e-commerce sports bra category sales list for two consecutive years.

Yvette and Xinmai are just two of Nanjing's outstanding cross-border players. In categories such as home furnishings, swimwear, and contact lenses, Nanjing has also seen the emergence of "category kings."

Soho Commerce went online on Amazon in 2017 and has set up multiple sites in North America, Europe, Japan, etc. So far, it has successfully created two Amazon brands, HollyHOME and DOEWORKS, with sales of over RMB 100 million, covering home products such as sofas, plush toys, and fireplaces, fences, blackout curtains, etc. The company's sales will maintain an annual growth rate of more than 20% in 2024, and is expected to exceed 85 million US dollars, with Amazon business accounting for 80% of the company's sales.

The swimwear brand CUPSHE was founded in 2015. In 2017, it became the No. 1 online swimwear sales in the North American market, and has long dominated the Amazon Best Seller list. It was also once the most downloaded swimwear app in the United States. In 2021, CUPSHE received more than 100 million yuan in Series A financing.

UNIKIT , the own brand of Nanjing Huachengwei Digital Technology Co., Ltd., has achieved remarkable results in the field of overseas printing media products, and many of its products have won the Amazon Best Seller title.

Behind the concentration of big sellers in Nanjing, there are often advantages in industrial resources, regional policies, talent trends, etc.

Nanjing has a well-developed transportation network. Some time ago, Nanjing Lukou International Airport added 48 all-cargo flights, further reducing local logistics costs and improving logistics efficiency. Nanjing is home to many colleges and universities, which alleviates the difficulty of cross-border e-commerce companies in hiring. Nanjing 's manufacturing cost and price advantages also provide strong growth momentum for cross-border e-commerce. Statistics show that Nanjing has more than 5,000 companies engaged in cross-border e-commerce business, and has initially formed five major cross-border e-commerce export industrial belts, including intelligent manufacturing, power tools, outdoor products, textiles and clothing, and automobiles and spare parts.

The Nanjing Municipal Government has introduced a series of support policies to help local cross-border e-commerce companies grow bigger and stronger. According to the Nanjing Municipal Plan for Promoting High-Quality Development of Cross-Border E-Commerce ( 2023-2025), Nanjing strives to build more than five cross-border e-commerce characteristic industrial belts, cultivate more than 20 provincial cross-border e-commerce industrial parks, more than 15 provincial public overseas warehouses, and more than 15 provincial cross-border e-commerce export brands by the end of 2025.

The data is a strong proof of the rapid development of Nanjing's cross-border e-commerce. Official statistics show that in 2023, the total import and export volume of Nanjing's cross-border e-commerce has approached the 30 billion yuan mark, and the year-on-year growth rate has continued to remain above double digits. From January to September 2024, Nanjing's cross-border e-commerce imports and exports exceeded 20 billion yuan, a year-on-year increase of 9.1%, accounting for nearly 40% of the total volume of Jiangsu Province, and the total import and export volume of cross-border e-commerce has remained the first in Jiangsu.

Cross-border e-commerce in Jiangsu is advancing in parallel

Nanjing takes the lead, and cross-border e-commerce in Jiangsu is catching up! With the support of characteristic and advantageous industrial belts, cities such as Zhenjiang, Wuxi, Changzhou, Suzhou, Nantong, Lianyungang, Suqian, Yangzhou, and Huai'an have become frequent guests on the best-selling lists of major platforms and major categories. Whether it is the long-established giants Ecovacs and Bosideng, or the rising stars that continue to rise, more and more companies from Jiangsu are shining in the field of cross-border e-commerce.

Suzhou

According to the results of the "2023 Cross-border E-commerce Comprehensive Pilot Zone Evaluation" released by the Ministry of Commerce , Suzhou, Shenzhen, Hangzhou and other 10 cross-border e-commerce comprehensive pilot zones are ranked in the first tier ("significant results"). From January to July 2024, the scale of cross-border e-commerce imports and exports in Suzhou increased by 27.4%. In the past three years, the average annual growth rate of total imports and exports of Suzhou's cross-border e-commerce has exceeded 40% , which is much higher than the growth rate of traditional foreign trade.

Suzhou gave birth to well-known sellers such as Suzhou Ruijin, Puyuan Precision , Pinyu Precision , Tineco, Ecovacs, Dreame, Bosideng, Hengli Group, Shenghong Holdings, Sunshine Group, Aoyao Group, and Bosite .

Worx, a power tool brand under Bosch , is often listed in the top list of global power tools. According to the latest GfK report in 2023, Worx smart lawn mower robot has ranked first in the global omni-channel market share. On major e-commerce platforms such as Amazon and AliExpress, many Worx products continue to sell well. According to previous data from AliExpress, after Worx entered the platform, it has been officially operated for only half a year and has been promoted to a high-potential gold merchant in the industry. In 2020, sales have exploded by more than 100% year-on-year.

Tineco is a top seller in the field of smart sweepers. Tineco attaches great importance to the development of overseas business and has quickly opened up overseas markets through platforms such as Amazon. Currently, overseas business accounts for more than 30%. During Amazon Prime Day in 2024, Tineco floor scrubbers ranked first in market share in the subdivided category among the 9 major sites on the platform.

Suzhou Ruijin has achieved remarkable results in two product categories: small kitchen appliances and electric heating equipment. It has used cross-border e-commerce platforms to expand its business to important markets and emerging regions such as North America, Europe, Japan, and Southeast Asia. Its products are well-liked by overseas consumers. For example, one of the company's slow cookers has successfully ranked among the top five in online sales in the North American market.

Suzhou has many industrial belts, including the electronic information industry belt (integrated circuits, liquid crystal displays, mobile phone parts and accessories, electronic components, smart home appliances, automotive electronics, etc.), the equipment manufacturing industry belt (automotive electronics and parts, smart car networking, robots and CNC machine tools and new energy), the textile and clothing industry belt, the maternity and child industry belt, the small home appliance industry belt, the home office industry belt, the photovoltaic new energy industry belt, the plastic beverage machinery industry belt, the auto parts and accessories industry belt and the wedding dress industry belt.

Suzhou's electronic information industry is the first industry in Suzhou to have an output value exceeding one trillion yuan . It is not only Suzhou's advantageous industry, but also an important electronic information industry production base in the province, the country and even the world. In 2023, the industry scale will reach 1.34 trillion yuan.

Nantong

Nantong strives to achieve cross-border e-commerce import and export volume of more than 10 billion yuan by 2026. According to statistics from Nantong Customs, from January to October 2024, Nantong's foreign trade import and export volume was 318.42 billion yuan, ranking fourth in Jiangsu Province. In 2023, Nantong's cross-border e-commerce import and export volume reached 4.3 billion yuan, an increase of 160%, constantly refreshing the data.

Nantong Bruni, Nantong Kaixin, Jiangsu Newway Machinery and Electronics, and Mlily are actively exploring new opportunities for the development of cross-border e-commerce.

The home furnishing giant MLILY is mainly engaged in the research and development, production and sales of memory foam mattresses, memory foam pillows, sofas, electric beds and other home furnishing products. It is not only a long-established foreign trade company, but also a new cross-border player. It has entered multiple cross-border e-commerce platforms such as Amazon and Walmart. In recent years, it has actively carried out brand building and launched the MLILY brand, ushering in explosive growth in cross-border e-commerce. According to the company's third-quarter report, in the first three quarters of 2024, MLILY's overseas online channel revenue was 944 million yuan, a year-on-year increase of 51.28%.

Nantong Bruni is also a typical representative of traditional foreign trade layout of cross-border e-commerce. Now the company's home textile products have successfully conquered the minds of European and American consumers, and are constantly expanding sales in emerging markets such as the Middle East. Relevant person in charge revealed that the average monthly sales in overseas online markets reached 2 million US dollars.

Nantong currently has characteristic industrial belts such as home textiles, power tools, fitness equipment, shoes and hats, and clothing. Nantong has more than 4,000 home textile merchants and more than 3,000 home textile enterprises. With an annual transaction volume of 250 billion yuan, it is the largest home textile production base and trade market base in China. It can be said that 50% of the sellers and 70% of the shipments in the country's home textile e-commerce transactions come from Nantong, carrying more than half of the production volume of home textile bedding in China.

Zhenjiang

Official data show that from January to June 2024, the city of Zhenjiang completed cross-border e-commerce transactions worth 917 million yuan, a year-on-year increase of 21.01%. As of the first half of 2024, Zhenjiang already had more than 850 companies engaged in cross-border e-commerce business.

Jiangsu Taojing, Wanxin Optics, Yibaide, Dacheng Optoelectronics and other Zhenjiang brands are well-known overseas.

According to news in 2021, the export growth of major sellers such as Jiangsu Taojing, Wanxin Optics, and Yibai De is all above 30%. Data from June 2024 shows that Wanxin Optics is already one of the world's largest resin lens production bases, with an annual output of over 100 million pieces and annual sales of more than 1.2 billion yuan. Jiangsu Taojing has stood out from the crowd of manufacturers with its personalized glasses advantage. Through facial scanning technology, it can design glasses exclusively for each consumer. In the first half of 2024, the company's exports exceeded 49 million US dollars. Dacheng Optoelectronics, a well-known player in auto parts, has an important team in Zhenjiang. Dacheng Optoelectronics mainly deals in automotive interior and exterior trims, including bumpers, grilles, headlights, etc. In the past two years, its performance on eBay has maintained an average annual growth rate of 30%...

At present, Zhenjiang has formed advantageous cross-border e-commerce industrial clusters such as hardware tools, glasses, auto parts, outdoor products, snow boots, and brush making. Danyang alone has several characteristic industrial belts such as hardware tools, auto parts, outdoor products, and glasses.

Danyang is known as the "China Eyewear Capital", with more than 1,600 eyewear-related companies and more than 50,000 employees. The annual output of lenses is more than 400 million pairs, accounting for 75% of the total lens production in China and 50% of the global total. Danyang's auto parts industry belt is also famous, with 10 auto parts manufacturers with annual sales of more than 100 million yuan.

Changzhou

From January to September 2024, Changzhou's cross-border e-commerce imports and exports reached 17 billion yuan, a year-on-year increase of 60.4%, ranking third in the province. According to data from November 2024, there are 4,258 cross-border e-commerce sellers in Changzhou.

Changzhou Lingyue, Orft, Jiangsu Wormhole and other big sellers are excellent players in Changzhou's cross-border e-commerce.

Jiangsu Wormhole was founded in 2016. At the beginning of its establishment, it took advantage of Amazon to layout the European and American markets, operating more than a thousand products in dozens of categories including home, office, decoration, etc., among which the home garden category is its main category. After all-round operation optimization, brand creation and hot sales, sales have doubled every year in recent years. Sales exceeded 120 million yuan in 2018, and sales exceeded 200 million yuan in 2019. In 2020, the category ranking maintained the third and fought for the second with sales of nearly 670 million yuan. In 2021, sales exceeded 960 million yuan. With the help of digital capability construction, data-optimized operations are realized, and operational decisions and business growth are driven by data. Sales reached 1.9 billion yuan in 2023. In 2024, Wormhole achieved the first market share in multiple product subcategories on the Amazon platform, and won the 2024 Amazon Global Store "Annual Cross-border Supply Chain Efficient Operation Brand".

New energy giant CATL has set up Changzhou as one of its six major R&D centers, continuously strengthening Changzhou's global position in the power battery industry. It has invested in five phases of projects in Liyang, with a total investment of more than 40 billion yuan. According to SNE Research data, CATL's global power battery usage market share will be 36.8% in 2023. From 2017 to 2023, CATL's power battery usage has ranked first in the world for seven consecutive years; in 2023, the company's global energy storage battery shipment market share will be 40%, ranking first in the world for three consecutive years . In the first half of 2024, CATL's revenue was 166.767 billion yuan, and its net profit attributable to shareholders was 22.865 billion yuan. The main products sold overseas are battery systems, and overseas revenue is as high as 50.529 billion yuan, accounting for 30.30% of the current period's operating income.

Changzhou has industrial belts for new energy, auto parts, textiles and clothing, machinery and equipment, home appliances, tools, building materials and home furnishings, and tourist supplies.

Changzhou is known as the "new energy capital" and plans to push the scale of the new energy industry to exceed 880 billion yuan in 2024. It is understood that the output value of Changzhou's new energy industry will reach about 750 billion yuan in 2023, accounting for nearly one-third of the city's industrial output value.

Wuxi

Official data show that in the first nine months of 2024, Wuxi Customs supervised 6.635 million cross-border e-commerce export lists (small packages) with a total value of 1.29 billion yuan, 10 times that of the same period last year.

Heilan Group, Hongdou Group, Shangbai Global, Zhongxing Group, Wuxi Xinya and others are representative sellers in Wuxi.

In 2018, the national clothing company Hongdou Group began to expand its overseas markets and carried out cross-border e-commerce business through multiple channels on platforms such as Amazon, Alibaba International Station, eBay, Shopee, Lazada, etc. The 2021 financial report shows that Hongdou Group's annual overseas sales were about 310 million yuan, accounting for 15.89%, a year-on-year increase of 108.65%. Online sales are accelerating, and the proportion of online sales has increased from 10.94% in 2019 to 24.73% in 2021. In the past two years, Hongdou Group has continued to exert its strength in the European, American and Southeast Asian markets. From January to May 2024, Hongdou's cross-border e-commerce GMV doubled year-on-year.

Shangbai Global, a home textiles seller , started its cross-border e-commerce journey in 2015 and established the Bedsure brand, focusing on selling bed sheets, duvet covers, quilted quilts, blankets, pillowcases and other products, achieving a compound growth rate of more than 100% for five consecutive years. In 2021, Bedsure became the top player in the field of Amazon's overseas brand home textiles; from January to October 2024, the search volume of the Bedsure brand word increased by more than 339% year-on-year, and the brand popularity and market recognition continued to rise. It is expected that sales in 2024 may reach the US$700 million mark.

Wuxi Xinya mainly deals in safety and protective labor supplies. In 2019, it entered the overseas gardening market and has been deeply involved in the garden gloves segment. It has ranked first in sales of garden gloves on the Amazon platform for several consecutive years.

Zhongxing Group focuses on the research and development, production and sales of fuel motorcycles and electric motorcycles. Its overseas sales channels include self-built independent sites, Amazon and Alibaba International Site. In 2024, Zhongxing Group's cross-border e-commerce B2B direct exports will increase by 500% year-on-year, accounting for 18% of the group's foreign trade imports and exports.

Wuxi has many well-known industrial belts, including textiles and clothing, purple clay ceramics, pet products, electric vehicles, auto parts, and high-end precision manufacturing. Among them, the high-end textile and clothing industry has a strong competitive advantage in the domestic and even international markets. In 2023, the operating income of the city's textile and clothing industry will exceed 220 billion yuan.

Yang Jun, Vice President of Amazon China and Head of Business Development and Regional Management for Amazon Global Selling in Asia Pacific, believes that China's industrial belts are very mature and have completed the vertical integration of manufacturing and product research and development, so the competitiveness of industrial belt products is very strong. The strongest point of China's industrial belts is not only in manufacturing capabilities, but also in product development and research and development capabilities.

Jiangsu's industrial belt players are accelerating in the field of cross-border e-commerce. A batch of traditional foreign trade companies are facing overseas consumers through sales channels such as Amazon and independent websites. The old tree is blooming with new flowers! Jiangsu attaches great importance to the development opportunities of cross-border e-commerce, which is destined to be the inevitable outcome that Jiangsu's cross-border e-commerce will continue to explode in the future.

Cross-border e-commerce companies