Southeast China innovates trade model to accelerate global expansion

(ECNS) -- Since the beginning of this year, Jinjiang City in southeast China's Fujian Province has actively promoted its "products going overseas" initiative, significantly accelerating its foreign trade growth.

The 7th China (Jinjiang) International Home Decoration and Building Materials Expo, alongside the 2025 Fujian Construction Expo, held on Thursday, attracted considerable attention.

The expo showcased innovative products, including high-quality paving stones, ultra-light bricks, and flexible ceramic tiles.

Moreover, 12 professional service agencies, such as the Southeast Asia procurement and distribution center and the "Jinjiang Premium Global Shopping" one-stop service platform, assisted overseas buyers in sourcing quality Chinese products.

On the first day of the expo, a building materials factory secured an order from a Malaysian client for its flexible ceramic tiles. These tiles, measuring 2 to 4 millimeters thick, offer fire resistance, lightweight characteristics, eco-friendliness, and remarkable flexibility.

During the expo, Jinjiang hosted a special signing ceremony for the "Jinjiang Products Going Overseas" initiative within the building materials sector. Representatives from industry associations and businesses in Vietnam, Indonesia, Canada, and other countries signed cooperation agreements, further extending the global reach of Jinjiang's high-quality products.

Additionally, the city has adopted new trade models, including market procurement and cross-border e-commerce. Popular Jinjiang products, such as building materials, footwear, umbrellas, food, and toys now enjoy widespread global sales.

According to Zhang Wenxian, Secretary of the Shanghai Municipal Committee of the Communist Party of China, the city will continue expanding its global trade footprint by establishing overseas markets, participating in international exhibitions, and creating dedicated showrooms, particularly in emerging markets.

Currently, Jinjiang has established 26 overseas warehouses covering 473,400 square meters across 15 countries, including the U.S., the Philippines, Malaysia, and Thailand. The city also collaborates with 77 overseas business associations to better connect with international markets.

To further boost exports, Jinjiang inaugurated a direct trade route to Romania on March 8, featuring weekly shipments to Europe. Goods arriving via this route will also be distributed to neighboring countries, and additional shipments may be scheduled based on demand.

To address gaps in overseas trade services, the city has established eight overseas service centers in countries such as the United Arab Emirates and Kenya. These centers provide comprehensive support to businesses, including market insights, product promotion, and strategic planning.(By Gong Weiwei)