Currently, the global foreign trade environment is becoming increasingly complex, and the cross-border e-commerce industry is accelerating its transformation to “intensive farming”.
With the full implementation of the “Fourth Phase of Golden Tax” and other policies, compliance management is not only a “must answer” question, but also has become the core competitiveness of enterprises for high-quality development.
Recently, relevant personnel visited Huizhou foreign trade companies such as Guangdong Weilin Technology Co., Ltd. and Tugu (Huizhou) Technical Services Co., Ltd. to explore their development paths that adhere to independent technological innovation and compliance operations.
From OEM to “brand overseas”, expand the market with innovation and compliance.
Walking into the Weilin Science and Technology Park next to Longhu Avenue in Huicheng District, brand-new office buildings, R&D buildings, and production buildings are dazzling in the sun.
In the production workshop, the roar of machines is intertwined with the busy figures of workers.
Brand-new silicone warming boards, hair dryers, induction cookers, smokeless ovens, as well as the latest “MCJOY” handheld air conditioners, ice cream smoothie machines, ice cream machines and other smart home appliances recently developed and launched by Guangdong Wellin Technology Co., Ltd. are being manufactured in this park and are going nationwide and global.
“After ‘Xiaowei’ made its debut at AWE2026 in Shanghai, market attention has remained high. Since the first quarter, the company’s orders have been very full, and the production line has been operating at full capacity.” Qiu Zhongyang, the company’s marketing director, said that in the early days, Wellin Technology was mainly engaged in the OEM/ODM business of plastic machines, office supplies manufacturing, and home appliances.
In 2020, the company launched the sub-brand “MCJOY” for end consumers, officially entering smart small home appliances, and positioning the brand as “the most original small home appliance brand”.
“In the early days of OEM, profits were low and the voice was low. At the same time, there was no direct contact with end consumers and we could only passively accept customer needs. Product iterations were slow and it was difficult to adapt to market changes.” Qiu Zhongyang said that innovation is one of the most important corporate cultures of Weilin Technology. The company’s innovation capabilities and concepts in home appliances have always been well recognized. If you want to achieve rapid development, you must maximize the benefits of innovation.
Therefore, the company decided to build its own brand and shift from OEM to “brand overseas”.
However, the transformation process has not been smooth sailing.
It is not uncommon in the field of foreign trade that some companies encounter challenges due to lack of experience or compliance issues.
Cross-border e-commerce compliance is highly complex. If you are not familiar with local policies, one mistake may lead to store bans, fund freezing, and goods seizure.
“We have a very clear understanding of the word compliance. Since its establishment, the company has always adhered to compliance operations, conducted business within the legal framework, prevented risks with systems, and ensured sustainable development with integrity.” Deng Weiming, the company’s financial director, said,
Through the full-link compliance mechanism of “pre-qualifications, consistent documents, cycle alignment, special account retention, and four streams in one”, the company strictly follows regulatory requirements and achieves compliance, standardization, and traceability management of export customs declarations, tax declarations, and fund collection to ensure long-term stable operations.
“Because of the courage to innovate and adhere to compliance operations, enterprises have avoided many detours in overseas market expansion, thus improving their image and enjoying policy dividends in taxation and other aspects.” Deng Weiming said that Huizhou’s tax department features accelerated processing of export tax refunds, full coverage of smart tax processing as its basis, customization of major projects as its starting point, and pre-emptive risk control as its guarantee, to accurately meet the full-process tax-related needs of Huizhou’s manufacturing industry.
At present, the company applies the export tax rebate policy, and also enjoys high-tech enterprise income tax preferential treatment, super deduction of R&D expenses, and other tax preferential treatment for attracting key employment groups, which greatly reduces operating costs.
From “fear of compliance” to “requirement of compliance”, sunny operations win real money.
Tuku (Huizhou) Technical Services Co., Ltd. is a foreign trade enterprise focusing on the research, development, production and sales of in-vehicle electronic products such as car navigation and car smart conversion boxes. In 2025, 95% of the company’s annual revenue will come from the cross-border e-commerce sector.
Walking into the company’s factory located in Liandong Ugu Intelligent Manufacturing Port, Huicheng District, I saw that the production line was running at high speed, and workers were speeding up assembly, debugging, and packaging.
In the nearby warehouse, a batch of products that have just come off the production line are about to be packed and shipped to Europe and the United States.
Compliance management is the “talisman” for foreign trade companies to move forward steadily in the global market.
Like most companies, Tugu Technology’s understanding of compliance has also gone through a process of “from shallow to deep” during the transformation.
“We have transformed from traditional foreign trade to cross-border e-commerce. Today, cross-border e-commerce has built a digital closed loop of ‘transaction + marketing + contract fulfillment’. With the help of Amazon, independent stations, TikTok, Alibaba International Station and other channels, enterprises can
Reaching global consumers 24 hours a day, especially the rise of content e-commerce, allows companies to bypass traditional brand recognition barriers and directly “plant grass” and make transactions directly.
This leap in customer acquisition efficiency is the core attraction of the company’s foreign trade manager, Lian Meihua.
“In the early stages of transformation, the entire team’s attention was basically focused on how to sell goods and how not to lose money, and their understanding of compliance was relatively narrow and passive.” Lian Meihua said that the biggest cognitive misunderstanding at this stage is to regard compliance as a “negative cost.”
Every time I hear a lawyer or consultant say that money, manpower and time must be invested in compliance, the first reaction is: Can this money directly bring orders?
cannot?
Then let it go first.
“Although we have stable orders now, we were almost warned due to compliance issues in the past two years.” Lian Meihua picked up a palm-sized smart conversion box and told reporters, “This is a core product independently developed by the company. The technology is no worse than that of major manufacturers, but
In the early days of starting a business, we made many detours in financial and tax compliance, such as brands being registered and goods being temporarily detained by customs in destination countries.”
After experiencing these detours, Tuqu Technology’s understanding of compliance has undergone fundamental changes.
“Compliance is not a multiple-choice question, but a must-answer question. The platform’s algorithms are getting smarter and smarter, and market supervision is getting stricter. Any fluke will eventually cost you in a more painful way. At the same time, compliance is also the foundation of the brand and the source of competitiveness – a brand that truly wants to operate in the long term must have compliance as its foundation,” said Lian Meihua.
Lian Meihua introduced that in 2025, the company will officially enter the Huizhou cross-border e-commerce public service platform and establish the goal of “sunshine export and standardized operation”.
In the process, under the guidance of relevant government departments, the company tried to use the 9810 supervision method to go overseas and applied for the tax refund export policy upon departure.
“For one of the orders, we submitted an application on December 11, 2025, and the tax refund arrived quickly and smoothly.” Lian Meihua said that not only the speed of tax refunds and the efficiency of the tax department far exceeded expectations, but the real cash flow of tax refunds also directly supported the company’s determination to subsequently expand its overseas warehouse layout and seize the international market.
“In recent years, companies have increasingly understood that compliance is not a cost, but a competitiveness.” Gong Ping, secretary-general of the Huizhou Cross-Border E-Commerce Industry Association, said that Weilin Technology and Tugu Technology have proven through practice that sunny operations can not only avoid risks, but also enjoy real money tax dividends.
In the next step, the association will continue to work with taxation, commerce and other relevant departments to regularly carry out policy publicity and promote compliance experience, guide more companies to shift from “I want to be compliant” to “I want to be compliant”, and jointly polish the integrity of Huizhou’s foreign trade.
