On January 17, the 2026 Cross-Border Going-Global Development Forum was successfully held at Antai College of Economics and Management, Shanghai Jiao Tong University. The forum, celebrating the theme "Resilience and Symbiosis · Intelligence Leading the World," drew over 300 participants, including distinguished executives and founders from major global platforms such as Amazon, Google, Alibaba, Shopee, TikTok Shop, and Enyue Enterprise Services, as well as faculty, students and alumni. The forum was hosted by Li Haigang, Associate Professor of Antai College of Economics and Management, Shanghai Jiao Tong University, and Leader of the Cross-Border E-Commerce Research Team at the SJTU Industry Institute.

This influential forum served as a dynamic venue for in-depth discussions on emerging industry trends and opportunities. Participants explored innovative paradigms for global expansion and established a professional exchange platform. This platform aims to provide faculty, students, alumni, and cross-border practitioners with profound insights into the future business ecosystem.

Chen Fangruo, Dean of Antai College of Economics and Management, delivered a speech at the forum. He introduced the long-term efforts and achievements made by Antai in leading the construction of a global business school research ecosystem. Focusing on the theme of this forum, he took the Yiwu Small Commodity Market as an example to analyze the global influence of China's cross-border e-commerce amid international changes, emphasizing that cross-cultural cooperation, digital technology and interest coordination are the core of ecological development. He also looked forward to guests sharing practical experience to inject new vitality into the industry.

Li Hourui, Associate Dean of Antai College, delivered a speech, expounding his views on the three core directions of the cross-border e-commerce industry—resilience, intelligence and symbiosis—around the theme of the forum. He pointed out that corporate resilience is the ability to seek strength in stability, which needs to be rooted in localized supply chains and brand building; AI and big data have become full-chain productivity in the industry, empowering the improvement of decision-making efficiency and competitiveness; the development of the industry is inseparable from ecological coordination, and the college will continue to build a high-level symbiotic platform for in-depth integration of industry and academia.

Wang Lei, Head of Amazon Global Selling Brazil, delivered a speech titled "The Next Growth Pole for Cross-Border Going-Global: Brazilian Practices in Emerging Markets". She focused on emerging markets such as Amazon Brazil, noting that these markets have a young population, fast growth, low penetration and great potential. Brazil's e-commerce market is expected to rank second in the world in terms of growth rate in the next five years, and consumers have a high acceptance of Chinese brands. Amazon provides four fulfillment models for Chinese sellers, and has also launched Chinese-controlled local company registration and one-stop agency registration services. She emphasized that resilience means seizing trends in advance, and symbiosis is the long-term coordination among enterprises, platforms and markets, which helps Chinese sellers make steady layout and achieve long-term development in the Brazilian market.

Zhou Yao, General Manager of East China Marketing Center of Alibaba.com, delivered a speech themed "New Paradigm of Intelligent Going-Global". She shared the case where Alibaba regards large models as the next-generation operating system and takes AI Cloud as the core computer. Alibaba.com has laid out diverse global markets, with significant growth in buyers and business opportunities. AI tools are widely used, with more than 140,000 suppliers using them daily, which can improve product exposure and optimize inquiry conversion. Accio on the buyer's side effectively solves procurement needs, while the seller's side has realized AI upgrades in scenarios such as shelves, business and marketing. Cases show that craftsmen, college students and others have successfully gone global with the help of AI, making it possible for ordinary people to participate in cross-border going-global.

Jin Lijian, Founder and CEO of ShadowBot, brought an in-depth sharing titled "We Created Tools, and Tools in Turn Shape Us". Upholding the belief of loving tools, he focused on ShadowBot's products, AI applications, enterprise operation and the meaning of life. Adhering to the concept of "Let tools be tools, and you be you", ShadowBot empowers enterprises with easy-to-use automation + AI functions to replace repetitive work. He emphasized that AI is a key technological revolution, and enterprises need to respond with long-termism, full participation and solid digital foundation. In terms of operation, ShadowBot focuses on efficiency, value orientation and high talent density. At the same time, he conveyed that the core of life is hope, and enterprises should inject soul and love to build "a beautiful company" and create value for society.

Wang Hanxi, E-Commerce Manager of Shopee, delivered a speech themed "Mining Gold in Southeast Asia to Become a Top Seller: New Product Operation Logic for Cross-Border E-Commerce". She shared the opportunities in emerging e-commerce markets such as Southeast Asia and Brazil, as well as new product operation strategies. Southeast Asia has a population of 600 million, with Singapore and Indonesia as key markets, and Shopee, TikTok and Lazada as major platforms, among which Shopee leads in market share and GMV. Chinese brands going global have shifted from small-parcel express shipping to branding, with significant product advantages. The operation of new products needs to make good use of platform rules, subsidies and tools, optimize products, and go through the incubation period, climbing period and stable period to achieve success with product strength, platform support and persistence.

Wang Kesong, Chairman of Shanghai Detian Agricultural Products Co., Ltd., delivered a speech themed "Seize the Dividends of the Rise of a Great Power and Tell the Story of Chinese Going-Global Brands". He shared the focus of the mushroom industry and the development of Detian. Mushrooms are now mostly produced industrially, and consumption volume is positively related to economic level. China has significant advantages in the mushroom industrial chain, but lacks international brands and leadership. Founded in 2009, Detian later turned to brand building and adheres to the "one touch" concept to ensure product traceability. China's large market is conducive to nurturing large enterprises. Enterprises need to establish cultural confidence, transform into a leader role, tell brand stories with international standards, and attach importance to talent and organizational capacity building.

Zhou Jingren, Head of New Customer Development Division of Google Greater China, delivered a speech titled "Google Empowers Chinese Brands to Globalize — AI Helps Short-Drama Going-Global". He shared the content related to short-drama going-global and Google cooperations. Short dramas emerged in China from 2017 to 2019, featuring fast rhythm and strong payment points. Domestic cultural themes are popular in Southeast Asia, and the overseas market performance is impressive. AI helps reduce costs and improve efficiency in short-drama content creation and translation. Google, with its multiple high-traffic platforms, provides overseas customer acquisition support for various scenarios such as short dramas through an anonymous advertising strategy based on user behavior matching, helping Chinese culture and products go global.

Zhang Tingting, Industry Operation Manager of Cross-Border Self-Operation at TikTok Shop US, shared insights around the theme of "Content E-Commerce Leads New Growth of Cross-Border Going-Global Business", highlighting the core logic of content e-commerce driving new growth in overseas operations. As a platform with over 1 billion monthly active users worldwide, TikTok boasts more than 200 million users in the US, among whom middle and high-income groups account for a high proportion, covering all age brackets and demonstrating strong consumption potential. The platform drives transactions through diverse formats such as short-video shopping carts and live-stream sales, relying on content scenarios and product cards. Cross-border practitioners can take high-quality products and services as the foundation, amplify results through high-quality content and targeted marketing, and leverage platform support in logistics, promotions and onboarding to deeply cultivate the US market and unlock new growth opportunities in going global.

Yu Zhiwei, Head of Overseas Third-Party E-Commerce at Shenzhen Anycubic Technology Co., Ltd., delivered a speech titled "From Hardcore Technology to Global Brands: Resilient Growth and Eco-mutualism in 3D Printing Globalization". This sector is a fast-growing track for global capital over the next decade. China’s 3D printing industry is ushering in a golden window for brand globalization, standing at the forefront of a trillion-dollar market boom, driven by the global market expansion, technological breakthroughs and the introduction of advanced business models. The year 2026 will witness a life-or-death competition in the global 3D printer market, where a revenue of 5 billion yuan will serve as the basic threshold for enterprises to survive in the sector. Despite fierce industry competition, the development potential and overseas opportunities remain significant.

Li Haigang delivered a speech titled "Unveiling the Growth Logic of Cross-Border E-Commerce Sellers: Differentiation and Rise in Adversity". He analyzed the industry differentiation pattern based on the growth logic of cross-border e-commerce sellers: top sellers continue to lead by virtue of data accumulation and diversified growth paths; mid-tier sellers are trapped in development anxiety, with some achieving breakthroughs through in-depth cultivation in niche segments; small and micro sellers show a bipolar differentiation, as the bulk-supply model faces bottlenecks while players in niche tracks maintain stable performance. The current industry is confronted with multiple challenges, including high tariff pressure, intensified competition and stricter supervision. He put forward targeted development paths: top enterprises should decompose core capabilities and expand the second growth curve; small and medium-sized sellers need to streamline SKUs, rely on AI for product selection, and optimize supply chain and channel layout. Meanwhile, it is essential to rely on flexible supply chains, technological empowerment and policy support, and build dynamic capabilities and adopt differentiated strategies to help cross-border e-commerce enterprises achieve sustainable development.

The "2025 Cross-Border Industry Research White Paper V1.0" was officially released on-site at the forum. Based on industry data and cutting-edge insights, this white paper deeply dissects core propositions such as AI empowering going-global and breaking through in emerging markets. It provides authoritative strategic references for cross-border enterprises, helping them find the right direction and achieve resilient growth amid the restructuring of the global economic and trade pattern, and has become one of the important achievements of this forum.

In the roundtable discussion session, guests including Shan Yalan, Founder of Enyue Enterprise Service Group; Li You, Industry Manager of Key New Customer Department, Google Greater China; Song Xuqiong, General Manager of LCL Company, Shanghai Port Group; Sun Chen, Operations Director of WESTLAKE; Yao Qinglin, General Manager of Hefei Soochong Technology Co., Ltd.; Gao Yongmei, General Manager of Shanghai Kagoubang Digital Technology Group and Founder of Haidamen Cross-Border Comprehensive Service Platform; Zhu Fuzeng, Chairman of Shenzhen Berny Industrial Co., Ltd. and Secretary-General of the Cross-Border Industry Association under the Antai Shenzhen Alumni Association; and Xu Zhengbiao, Chairman of Tai Chi Panda Industrial Company, focused on core areas such as in-depth cultivation of target markets, brand and product building, localized compliant operations, and ecological resource integration. They focused on opportunities, challenges and practical paths across multiple industries, providing diversified references for enterprises going global.

Uniting the industry to explore new paths for going global. The 2026 Cross-Border Going-Global Development Forum provided an enriching intellectual experience and established a collaborative platform for dialogue among government, businesses, academia, and research institutions. As we look to the future, we anticipate collaborating closely, using resilience as our sail and intelligence as our oar. Together, we will navigate the dynamic landscape of cross-border e-commerce and collectively draft an innovative blueprint for the high-quality development of global trade.