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The second phase of the 138th China Import and Export Fair (Canton Fair), themed “Quality Home Furnishings,” is being held in Guangzhou from October 23rd to 27th. During interviews, reporters observed a surge in new Chinese-made products, bustling business negotiations at exhibition booths, and rapid online sales via live streaming, demonstrating how cross-border e-commerce is empowering Chinese enterprises to expand overseas.

In recent years, with the rapid development of global retail e-commerce, China’s cross-border e-commerce has broken through the geographical and time limitations of traditional trade, enabling “buying globally” and “selling globally,” becoming a new driving force for the transformation and upgrading of China’s foreign trade.

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“At this Canton Fair, we brought a new ceramic oven that uses a fully computer-controlled tunnel electric kiln. It offers diverse cooking methods, is durable, easy to clean, and environmentally friendly,” said Zhu Yanhua, Deputy General Manager of Fujian Apples Barbecue Oven Co., Ltd. She added that the product has already attracted buyers from Uruguay, Chile, the UK, and other countries, and orders have been signed with several overseas buyers.

“We conduct cross-border e-commerce business through platforms such as Alibaba.com, and currently about 18% of our orders come from these platforms,” said Zhu Yanhua. She explained that the company uses these platforms to accurately understand the needs of consumers in different regions, adjust its product strategies, accelerate product iteration, and increase repurchase rates by approximately 25%. “In 2025, we added over 200 small and medium-sized clients through cross-border e-commerce platforms.” Georgian buyer Anzor stated, “The Canton Fair offers a wide variety of exhibits, and we can place orders anytime through cross-border e-commerce platforms. The delivery is fast, and they can provide us with more high-quality, affordable Chinese products in the long term.” China News Network | Observations on the Canton Fair