On November 1, the Guangdong Province “Cross-Border E-Commerce + Industrial Clusters” initiative—the Shanwei Gold, Silver, and Jewelry Industrial Cluster event—kicked off in Haifeng County. This resource-matching event, focused on the global expansion and cross-border development of the gold, silver, and jewelry industry, not only provided a comprehensive showcase for Shanwei’s integrated development of “cross-border e-commerce + industrial clusters” but also injected new momentum into the transformation and upgrading of traditional industries in the county. It demonstrated how cross-border e-commerce is empowering high-quality industrial development in Shanwei.
From a former “processing base” to today’s “brand hub,” Shanwei has systematically built a full-chain support system in its efforts to transform and upgrade the gold, silver, and jewelry industry. This system includes “policy guidance, platform foundations, digital empowerment, logistics connectivity, brand leadership, and talent support.” Each step has been solid and impactful, with every measure achieving remarkable results.
Platform Foundations Create an Integrated Online and Offline Industrial Ecosystem
Shanwei has always adhered to the development philosophy of “building nests to attract phoenixes, with platforms leading the way,” focusing on creating an industrial ecosystem that deeply integrates online and offline elements. For instance, the city has promoted the establishment of four major industrial parks: the Shancheng Cross-Border E-Commerce Park, the Ketang Jewelry Trading Market, the Shidai Ke E-Commerce Park, and the Dongyi Jewelry Plaza. These form a “physical matrix” that enables upstream and downstream collaboration and industrial chain complementarity. While strengthening its offline foundations, Shanwei has also launched and put into operation online platforms such as the China (Shanwei) Cross-Border E-Commerce Comprehensive Test Zone platform and the Shancheng Park Cross-Border E-Commerce Public Service Platform. These platforms provide enterprises with “one-stop” digital services covering trade models such as 9610, 9710, 9810, and 1210, enabling full online processing for customs clearance, tax rebates, and foreign exchange settlements.
The seamless integration of online and offline channels has paved a digital “New Silk Road” for Shanwei’s gold, silver, and jewelry to reach the world.
Digital Empowerment Opens New Paths for International Marketing
Leveraging increasingly robust platform carriers, Shanwei has actively seized opportunities in digital trade, collaborating with global mainstream e-commerce platforms such as TEMU, TikTok, SHEIN, and AliExpress. By bringing service resources directly to the industrial frontlines and establishing long-term “accompaniment” mechanisms, the city helps enterprises seamlessly connect with international markets. To date, more than 150 enterprises have initiated and sustained cross-border live streaming operations, showcasing strong momentum in the industry’s digital transformation. Among them, the Douyin Official Live Streaming Base located in the Ketang Jewelry Trading Market has become a “star hub,” aggregating over 4,300 live streaming accounts. Its daily sales consistently exceed RMB 5 million, with daily orders surpassing 20,000. The base’s QIC volume ranks among the top five of more than 40 similar bases nationwide.
According to reports, from January to September this year, Shanwei’s online retail sales reached RMB 13.676 billion, a year-on-year increase of 86.6%, with the growth rate ranking first among cities in Guangdong Province. Among these, online retail sales of gold, silver, and jewelry amounted to RMB 7.9 billion, a year-on-year increase of 214.4%. The city’s cross-border e-commerce exports totaled RMB 320 million. Today, “Shanwei Colored Gemstones” are steadily gaining visibility among consumers nationwide and globally, thanks to the reach of digital traffic platforms, opening new pathways for international marketing in traditional industries.
Logistics Connectivity Accelerates Integration into the Global Supply Chain System
The rapid growth of the e-commerce industry has driven the development of an efficient and convenient logistics system. Shanwei is fully committed to building a smart logistics network, offering subsidies equivalent to 10% of the actual investment for enterprises establishing overseas warehouses. This incentive encourages businesses to set up storage nodes in key markets such as Europe, America, and Southeast Asia, enabling local distribution of goods. This not only enhances the customer experience but also reduces logistics costs.
As a result, from January to September this year, Shanwei Post’s international, Hong Kong, Macao, and Taiwan express mail service volume reached 469,900 pieces, a year-on-year increase of 39.97%. SF Express’s international, Hong Kong, Macao, and Taiwan business revenue accumulated to RMB 30 million, a year-on-year increase of 49.61%. Shanwei is rapidly transitioning from traditional logistics to a modern global supply chain system.
Brand Leadership Cultivates Endogenous Industrial Momentum
Supported by a well-developed industrial ecosystem, Shanwei actively guides enterprises to transition from “OEM exports” to “brand globalization,” encouraging them to focus on both ends of the “smile curve” and cultivate endogenous industrial momentum. As of September this year, the city has nurtured 217 cross-border e-commerce independent brands, with several benchmark enterprises gaining prominence in the international market. For example, Dilin Jewelry registered the “DILLION” brand in the United States, integrating Chaoshan intangible cultural heritage crafts into its designs and launching over 7,000 distinctive products. Through platforms like Amazon and Alibaba International Station, the company has expanded into European and American markets, achieving a transition from “selling products” to “selling culture.” Similarly, Damila Jewelry’s “HELNAL” brand has gained widespread recognition in TikTok markets across Southeast Asia and the United States, thanks to its precise positioning and innovative designs.
The success of these brands marks Shanwei’s gold, silver, and jewelry industry’s entry into a new high-quality development stage driven by brand innovation.
