In 2026, Hangzhou’s cross-border e-commerce field will usher in major changes.
Google announced that its cross-border e-commerce acceleration center in Hangzhou will be put into operation in the third quarter. Coupled with the long-term layout of Amazon and Alibaba here, Hangzhou has become the only cross-border e-commerce city in the world that integrates all elements of transactions, traffic, and infrastructure.
The ‘meeting’ of the three giants has brought a new ecology to cross-border trade.
As a long-term partner of Google, Hupan Liangcang has jointly held a number of technical training activities with Google since April this year to find out the real needs of settled enterprises in advance.
Wang Feng, vice president of Hupan Liangcang, said: ‘In the past, many companies still thought of selling goods, but in recent years, everyone has shifted to a brand mentality.
’ Hangzhou Lingyin Technology is mainly engaged in overseas social media customer acquisition business, and plans to introduce Google’s independent website ecology into its own business process.
Its founder Wang Xianlin said: ‘They will hold some AI lectures and classes, conduct some linkages, and let us get some news in a timely manner.
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From January to April this year, the province’s cross-border e-commerce exports increased by 27.3% year-on-year. However, a new EU regulation that will cancel tariff exemptions for small-value packages from July has put many cross-border sellers who are accustomed to “distributing goods” feeling real pressure.
Jiang Wei, manager of the design department of Zibuyu Group, said: ‘E-commerce is easy to do during the dividend period, so we go crazy and sell products, which will create a lot of redundant inventory.
’ Previously, the company launched nearly 100,000 products a year. This year, the company made the decision to integrate hundreds of previously scattered stores into nine core brand stores, significantly reduce the number of products, set up a dedicated product department, and carefully craft every product starting from the design and development process at the source.
Zhu Xufeng, general manager of the brand division of Zibuyu Group, said: ‘The way of distributing goods is no longer good, and the risk of unsalable inventory is relatively high.
We made changes and centralized the entire brand.
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The self-awakening of enterprises is inseparable from the iteration of the industrial ecology.
Amazon, which has been settled in Hangzhou for ten years, has launched a one-to-one customized ‘next generation cross-border chain’ for cross-border sellers.
“Over the past 10 years, sellers in Hangzhou have driven innovative products and built brands in many of the markets where we operate,” said Eric Broussard, Amazon’s global vice president.
The shift from OEM to global brand building is very important and very impactful.
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Local enterprise Alibaba is also accelerating the layout of a more efficient and intelligent cross-border e-commerce service system.
At AliExpress, product expert Wei Qing and his team are using large AI models to analyze user behavior in more than 200 countries and regions around the world to provide merchants with accurate product selection suggestions.
Wei Qing said: ‘In the past, it was actually very difficult for us to do it. More than 200 countries differed from country to country, but thanks to the improvement of algorithm capabilities, we will also start to achieve differentiated product selection this year.
’ Yang Yi, head of Alibaba’s AliExpress brand overseas marketing, said: ‘By helping some of our outstanding Chinese companies with commodity power, we can really help enhance their brand power overseas.
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With the launch of Google’s cross-border e-commerce acceleration center, a complete closed loop from AI product selection, brand website building, global launch, to transaction fulfillment and logistics services is accelerating in Hangzhou.
Yu Lei, director of the State-owned Enterprises and New Economy Research Office of the Provincial Development and Planning Institute, said: ‘Live broadcast + platform + cross-border e-commerce + overseas warehouses will open up the entire cross-border chain.
A relatively complete ecosystem has been formed, and the introduction of AI gives sellers more choices. It will definitely help small businesses reduce costs and increase efficiency, and will also be helpful to a certain extent.
’ From selling goods to branding, Hangzhou’s cross-border e-commerce is experiencing a ‘qualitative’ leap, and the future is full of unlimited possibilities.
