2025 China (Xiamen) International Cross-Border E-commerce Expo Review
The fifth edition of the China (Xiamen) International Cross-Border E-commerce Expo (ICEIE) continued under the theme "Cross-Border Connectivity, Goods to the World," with a specific focus on "Cross-Border E-commerce Facilitating the Innovation and Restructuring of Global Industrial and Supply Chains." It particularly emphasized the "Cross-Border E-commerce + Industrial Clusters" model, aligning with the strategic importance the China Council for the Promotion of International Trade (CCPIT) places on maintaining the stability of global industrial and supply chains and promoting open cooperation through events like the Chain & Supply Chain Expo.
The exhibition spanned a total area of 50,000 square meters, featuring 1,500 international standard booths. It attracted nearly a thousand high-quality exhibitors from dozens of countries and regions worldwide, as well as over 30 specialized industrial clusters across China. The event centrally displayed a wide range of cross-border products, including footwear, apparel, luggage & bags, outdoor products, pet supplies, home furniture, beauty & personal care items, electronics & appliances, and bathroom building materials. Hundreds of service providers and nearly 30 leading global cross-border e-commerce platforms were also present. Nearly 20 industry exchange events were held concurrently.
The exhibition achieved significant results. According to statistics, the three-day event attracted 46,235 professional visitors. Many exhibitors reported continuous inquiries and negotiations, expressing high satisfaction with their participation. Notably, several exhibitors directly renewed their booth reservations for the following year on-site.
After five years of development and cultivation, ICEIE has become one of the industry's most high-standard, professional, and ecologically comprehensive events in the field of cross-border e-commerce in China. The Xiamen Municipal Party Committee and Municipal Government have consistently attached great importance to and supported ICEIE's development. Key municipal policy documents, including the "Implementation Plan for Accelerating Comprehensive Digital Empowerment of Xiamen's High-Quality Economic and Social Development," "Several Measures for Promoting High-Quality Development of Cross-Border E-commerce," and the "Xiamen Special Action Plan for Boosting Consumption," all designate hosting ICEIE as a crucial measure for advancing the high-quality development of cross-border e-commerce in Xiamen. Municipal leaders have attended ICEIE events for five consecutive years.
The exhibition featured three major themed areas: Amazon SPN (Service Provider Network), the TikTok Ecosystem, and the "Alibaba Cross-Border All-in-One" zone. Nearly 200 platform managers were on-site to provide consultations, while hundreds of service providers offered one-stop, full-chain services catering to everyone from beginners to top sellers. A pioneering "POD (Print-On-Demand) Themed Zone" was introduced, capitalizing on current industry trends and the recent surge in POD popularity abroad – a first for cross-border e-commerce exhibitions in China. Multiple concurrent POD industry conferences were held.
Exhibitors from over 30 domestic industrial clusters showcased premium cross-border products. Representing Fujian's bathroom fittings industry, brands like JOMOO presented numerous new products specifically designed for cross-border e-commerce channels. This demonstrated significant achievements in technological innovation and intelligent upgrades, highlighting the mutually reinforcing relationship between cross-border e-commerce and industrial clusters, and showcasing how cross-border e-commerce helps clusters achieve a competitive "breakthrough."
Leveraging the overseas resources of the trade promotion system, the organizing committee mobilized counterpart trade and investment promotion agencies, facilitating 124 domestic and international buyer delegations totaling over 1,700 attendees. Dozens of overseas embassies, consulates, and business institutions in China from countries including Canada, Mexico, Germany, Brazil, Thailand, South Korea, and Indonesia organized foreign enterprises to participate. The China-Indonesia Business Council Xiamen Liaison Office established an "Indonesia Pavilion" at ICEIE and concurrently organized nearly 70 Indonesian buyers to specifically visit Xiamen for procurement. Harnessing the power of overseas Chinese networks, Mr. Chen Ming, Great-Grandson of Mr. Tan Kah Kee and Chairman of the Board of Asia Influence Limited, organized international buyers, including a Spanish procurement group, for targeted matchmaking. Chairman Chen spoke highly of the exhibition's effectiveness and explicitly stated his intention to organize a larger procurement delegation next year.
