On June 16, the 2026 Cross-border E-commerce Development Conference, co-sponsored by the China Association for Trade in Services and the World Trade Network Alliance, was held grandly in Langfang, Hebei.
This conference focused on core topics such as AI digital intelligence empowerment, industry ecological upgrading, global economic and trade cooperation, and bringing industries overseas. It attracted representatives from domestic and foreign political, business, academic, and research circles to jointly study and judge the cutting-edge trends of the industry, implement practical cooperation projects, and solve the pain points of enterprises going overseas, expand growth space, and gather the joint efforts of multiple parties to empower the development of global cross-border e-commerce.
Bruno Massier, Chairman of the World Trade Network Alliance, expressed important views at the meeting.
He pointed out that trust is the core “currency” for the high-quality development of digital trade. To build a safe, trustworthy, open and inclusive global digital trade ecosystem, four core pillars need to be built.
These four pillars are to consolidate the bottom line of network security, adhere to the principle of transparency and accountability, deepen international coordination and cooperation, and improve the supporting rule system.
He emphasized that the construction of a digital trust system is a long-term project that cannot be separated from the coordinated efforts of governments, international organizations, industry institutions, and academia.
Jiang Xiaojuan, a university professor at the Chinese Academy of Social Sciences and director of the Economic and Trade Policy Expert Advisory Committee of the Ministry of Commerce, gave an in-depth analysis of the current global economic and trade situation.
She said that the global economic and trade division of labor, digital technology, and international regulatory rules are undergoing systemic changes, and the cross-border e-commerce industry must actively adapt to the development trend of native globalization.
Enterprises must proactively adapt to the horizontal division of labor and competition, make good use of AI intelligent technology, and forge flexible distributed supply chains to inject lasting momentum into the high-quality development of China’s foreign trade.
Jiang Xiaojuan believes that the main line of China’s cross-border e-commerce development has changed from “domestic-export” to “native globalization”.
Enterprises must do five “focuses”: first, focus on open cooperation and mutual benefit and win-win results; second, focus on cross-border imports to promote the balanced development of two-way flows of goods and resources; third, focus on making good use of digital intelligence technology to enhance understanding and action of the global market; fourth, focus on the ability to reorganize the industrial chain to quickly meet the iteration needs of the global market; fifth, focus on following the globalization of services and forming a distributed industrial chain.
Zhang Hupo, Chief Technology Officer of China Holdings Kejie, pointed out that the current cross-border e-commerce industry generally faces the dilemma of AI technology “hanging at the door”, and AI has not yet been truly embedded in the business decision-making process.
In response to these problems, China Holdings launched the “Supply Chain AI Control Tower” to integrate data, processes and decision-making nodes to truly integrate AI into corporate operations and provide intelligent support for Chinese brands to go global.
Dunhuang.com Vice President Zhang Fangfang mentioned that traditional cross-border trade is shackled by the zero-sum game transaction mentality, and problems such as supply and demand fragmentation, one-way cultural export, and difficulty in implementing creativity hinder industrial upgrading.
Dunhuang.com’s “commercial container” strategy creates the world’s first cross-border commercial carrier driven by community co-creation, promoting a positive cycle of commercial value, cultural communication and social value.
Vice president of the China Association for Trade in Services, co-founder and CEO of Mengkai Technology Group, calmly believes that traditional public domain e-commerce traffic costs are high, and the “invest first and then convert” model intensifies the operating pressure of merchants and industry price involution. The industrial belt faces problems such as products without brands, thin OEM profits, and a disconnect between production and sales.
The B2R private e-commerce distribution model with store owner trust as the core opens up the value closed loop of the manufacturing end, distribution end, and consumer end, and reshapes the growth logic of the industrial belt.
This 2026 Cross-border E-commerce Development Conference provides a broad communication platform for the development of the cross-border e-commerce industry. The views and suggestions of representatives from all parties will point out the direction for the future development of the industry and promote China’s cross-border e-commerce to achieve greater breakthroughs in the global market.
