On March 13, the "Gathering Momentum in Jinling, Intelligently Expanding Globally" 2026 Amazon Global Selling Cross-Border E-commerce High-Quality Development Conference, coupled with the inauguration ceremony of the Amazon Nanjing office, was held. During the event, the launch ceremony for the accelerated empowerment of the Nanjing Metropolitan Circle industrial belt was conducted.
Since first establishing an office in Nanjing in 2020, Amazon Global Selling has been cultivating the local market for six years. The upgrade and relocation of this office is viewed by Song Xiaojun, Vice President of Amazon China and Head of New Seller Expansion and Business Purchasing for Amazon Global Selling China, as "another significant milestone in deepening our local presence." In her conference address, she acknowledged, "The growth of Jiangsu-based sellers on Amazon is remarkable, with a steady increase in the number of brand-oriented sellers. Jiangsu has no shortage of excellent products and factories; we aim to build efficient channels for more enterprises to go global."
This bridging role is corroborated by the firsthand experience of Li Li, Deputy General Manager of Jiangsu Zhimaobang E-commerce Co., Ltd. Li Li stated that cooperation with Amazon has long evolved beyond simple store setup assistance, now encompassing a "full-chain partnership" that includes logistics and warehousing, brand flagship store establishment, and intellectual property protection.
During a roundtable discussion at the conference, Hu Han, Head of the Cross-Border E-commerce Department at Jiangsu Sumec Textile Co., Ltd., detailed the transformation journey of this established foreign trade company. By acquiring overseas brands and leveraging domestic supply chain advantages, Sumec started with the advantage of established "brand identity." "We do not compete solely on price because, through our overseas design teams, we can better align with local consumer preferences," he shared.
A relevant official from the Nanjing Municipal Bureau of Commerce outlined the "rainforest" ecosystem of Nanjing's cross-border e-commerce with specific data: over 5,000 enterprises in the city are currently engaged in cross-border e-commerce on various platforms, with nearly 4,000 utilizing Amazon for their "cloud-based global expansion," forming dominant industrial clusters in sectors like fashion apparel, machinery equipment, and consumer electronics.
The official launch of the "Nanjing Metropolitan Circle Industrial Belt Acceleration and Empowerment Plan" at the conference signifies a new phase of government-enterprise collaboration. According to the plan, Nanjing will collaborate with Amazon to identify high-quality enterprises in fields such as service robots, green building materials, and automotive parts. Leveraging the traffic resources of Amazon's 20 major global sites, the initiative aims to systematically promote "Nanjing-made" products to the international market.
Additionally, the Nanjing Municipal Bureau of Commerce announced the "50+5000 High-Quality and New Merchant" plan. This involves partnering with leading global platforms to establish online brand galleries and dual product selection centers catering to both business-to-business (B2B) and business-to-consumer (B2C) models. The goal is to enable 5,000 new enterprises to begin cross-border e-commerce via platforms like Amazon within three years, aiming to surpass 10,000 enterprises with tangible overseas business achievements by 2026.
From the physical upgrade of the "office" to the synergistic enhancement of the service ecosystem, the deepened cooperation between Nanjing and Amazon seeks to capitalize on this opportunity to connect the industrial strengths of Nanjing and Jiangsu with global resources. The objective is to assist more local enterprises in establishing international storefronts and help more local brands reach global shelves.
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