The 2025 China Guangzhou CCEF Cross-Border E-Commerce Exhibition opened

A cross-border e-commerce event is underway in Area A of the China Import and Export Fair Complex in Pazhou, Guangzhou. 2025 China (Guangzhou) Cross-Border E-commerce Fair (CCEF) opened on August 15, with the exhibition hall packed with people and the negotiation area filled to capacity. Buyers from all over the world shuttled between the booths, especially in the household consumer goods exhibition area, kitchen and bathroom products in front of the booths lined up.

With the theme of “New Dynamics of Foreign Trade - New Digital Future”, this year's exhibition was organized by China Foreign Trade Center Group Corporation, with an exhibition scale of 50,000 square meters, bringing together more than 1,500 high-quality cross-border e-commerce supply chain enterprises.18 Our overseas business team went to the forefront of the exhibition, grasping the latest trends of kitchen and bathroom home furnishings products around the world, and showing the world the strength of China's smart manufacturing. Our overseas business team went to the forefront of the exhibition to grasp the latest trends of global kitchen and bathroom products and show the strength of China's smart manufacturing to the world.

01 Exhibition Scene

As a national cross-border e-commerce event, CCEF relies on the strong resources of Canton Fair and deeply links with countries along the “Belt and Road” and RCEP member countries. On the first day of the exhibition, the number of professional visitors exceeded 30,000, of which international buyers accounted for more than 35%, and the number of buyers from Southeast Asia and the Middle East increased significantly18 .

In the exhibition hall, nearly 40 global head platforms such as Amazon Global Store, TikTok Shop, SHEIN, TEMU, etc. gathered and set up exclusive investment booths.68 At the same time, source factories from more than 60 high-quality industrial zones across the country brought the latest product lines covering Chenghai toys, Jinjiang footwear and apparel, Shaoxing textile and other characteristic industrial clusters1.

“The biggest highlight of this exhibition is the first time to set up a ‘Thailand Guest of Honor Pavilion’ and a new import-themed pavilion to build a ‘buy global, sell global’ dual channel.” Liu Xiaoyun, the representative of the exhibition organizer, introduced 1. In the deepening implementation of RCEP and the global digital transformation of the dual drive, cross-border e-commerce is becoming the core engine of high-quality development of foreign trade 8.

02 Intelligent Innovation

Unlike previous years, AI technology has become the core attraction of this year's show. In the AI technology application zone in Hall 2.2, platforms showcased the in-depth application of AI in product selection, customer service, marketing and other aspects89.

TikTok Shop launched the AI Darling-Goods Matching System, which is said to increase the conversion rate by 2.3 times.8 Amazon focused on the AI customer service solution, which is capable of real-time multi-language response and solving the customer service time difference problem for cross-border sellers.

“The ‘AI product selection tool’ launched this year helps sellers reduce operating costs by 30% by analyzing global consumption trends through big data.” A platform service provider explained to the audience on the spot.8 This innovation is especially important for household categories such as kitchen and bathroom, which often face selection challenges due to regional cultural differences.

Overseas warehouse digital intelligence solutions are also notable. A number of logistics service providers demonstrated intelligent overseas warehouse management systems, which can increase inventory turnover by 50% and reduce logistics costs by 22% through AI scheduling.8 In response to the requirements of the EU's latest “Climate Friendly Commitment”, some logistics companies have also launched green packaging solutions to clear the obstacles for the export of household products.

03 New Opportunities for the Industry

In the Supply Chain Pavilion, household consumer goods occupy a central position, with a wide range of products such as kitchenware, cleaning products, storage tools, etc.1 Our business team has found that there are three major trends in the kitchen and bathroom category this year:

Healthy and environmentally friendly materials are on the rise, with bamboo fiber tableware and biodegradable bathroom products seeing a surge in demand; intelligent upgrading has become a breakthrough, with new products such as sensor soap dispensers and smart spill-proof pots and pans emerging; and scenario-based solutions are replacing single products, with combined kitchen utensils and bathroom storage systems being favored by purchasers38.

The cross-border live broadcasting competition held on the exhibition site brought new opportunities for the kitchen and bathroom category, and the person in charge of the TikTok platform revealed: "Participating enterprises can get 100,000+ accurate traffic support, and the highest single-day turnover of kitchen and bathroom products through live broadcasting last year exceeded 500,000 USD. " 8

Logistics services are also being upgraded. A number of logistics companies launched the “5-day” network, covering 20 markets, cross-border parcel unit price down to 2.3 U.S. dollars 8. This is crucial for the cross-border transportation of tableware, glassware and other fragile products.

04 Products Going to Sea

Our business team showed up at the exhibition with our newly developed kitchen and bathroom products, which attracted more than 100 international buyers on the first day of the exhibition due to their innovative design and environmental protection concept. There was a constant flow of people in front of the booth, and buyers from the Middle East and Southeast Asia showed great interest in the products.

Our core product line consists of three series: Wire Basket Organizer, which uses food-grade antimicrobial materials to effectively inhibit bacterial growth; Wine Counterto Storage Racks, which achieve 30% water-saving efficiency through innovative design; and Sink Dish Drying Rack, which meets the needs of small space living.