Chongqing - As shoppers worldwide gear up for the year-end buying rush, Shenzhen-based Muxin Digital Technology showcased its expanding overseas business in instant and action cameras at the 2026 Chongqing Cross-Border E-Commerce Trade Fair on September 18.
The company sells through Amazon, TikTok Shop and other cross-border platforms, with Russia among its stronger markets.
An AI-powered multilingual voice instant camera for children showcased by Muxin Digital Technology at the 2026 Chongqing Cross-Border E-Commerce Trade Fair on September 18, 2026. (Photo/Zheng Ran)
"Our instant camera products sell particularly well in Russia," Zhong Liting, sales director of Muxin Digital Technology, told Bridging News at the fair. Invited by a Chongqing partner, the company is exploring how Chongqing's logistics network could help expand its overseas business.
Foreign guests at the 2026 Chongqing Cross-Border E-Commerce Trade Fair on September 18, 2026. (Photo/2026 Chongqing Cross-Border E-Commerce Trade Fair )
"We are preparing Christmas products, mainly instant cameras and bundled accessory packages," Zhong said.
Muxin's experience reflects how Chinese companies are increasingly using digital platforms to reach overseas customers. At the fair, the same trend is expanding beyond consumer electronics into industrial products, as manufacturers seek new ways to sell directly to global buyers.
The fair brought together nearly 400 exhibitors, including manufacturers, global e-commerce platforms, logistics providers and buyers, covering industries such as automotive and motorcycle parts, machinery, hardware tools and energy equipment.
Industrial products find new export channels
Cross-border e-commerce has traditionally been associated with consumer goods, but industry participants say industrial products are becoming a new growth area.
Deng Hai, CEO of Miduoduo Group Inc., said global industrial purchasing is increasingly moving online. Miduoduo Group Inc. is a Fuzhou-headquartered company specializing in cross-border e-commerce and digital marketing.
Deng Hai, CEO of Miduoduo Technology, delivers a keynote speech at the 2026 Chongqing Cross-Border E-Commerce Trade Fair on September 18, 2026. (Photo/Zheng Ran)
“Many industrial buyers have become accustomed to online inquiries and procurement,” Deng said, noting that digital platforms are changing traditional distribution models.
In the past, industrial products often moved through multiple layers, including domestic distributors, overseas wholesalers, and retailers before reaching end users.
Cross-border e-commerce allows manufacturers to better understand market demand and establish more direct connections with overseas buyers, he said.
However, industrial exports require a different approach from consumer products.
"Consumer products compete through appearance, traffic and price, while industrial products depend on parameters, reliability, after-sales service and long-term fulfillment capabilities," Deng said.
He added that companies need to improve their understanding of overseas markets, build trust with buyers and provide technical support after sales.
Chongqing's Manufacturing base seeks global buyers
The fair highlights Chongqing's manufacturing strengths.
The city has developed major industrial clusters in areas including automotive and motorcycle parts, general machinery, hardware tools and energy equipment. Companies including Zonsen Group, Maxpeedingrods and Googol Power showcased their products at the event.
Chongqing Honggong Construction Machinery, a local manufacturer of construction equipment, represents another side of industrial exports.
Products showcased by Chongqing Honggong at the 2026 Chongqing Cross-Border E-Commerce Trade Fair on September 18, 2026. (Photo/Zheng Ran)
The company produces tunnel drilling machines, road barrier drilling equipment, and other specialized machinery. Its products have been exported to Zambia, Kyrgyzstan, Thailand, Vietnam, Kazakhstan, and Pakistan, generating annual export revenue of around 3 million yuan (about 447,918 U.S. dollars). The equipment is used in underground pipeline projects, mining operations, and tunnel construction, showing how Chongqing-made industrial equipment is expanding into overseas infrastructure sectors.
Digital tools target exporters' pain points
For many small and medium-sized manufacturers, overseas expansion involves challenges beyond finding customers, including customs procedures, financing and compliance.
Ma Haodong, CEO of Zonsen Group's digital network and motorcycle trading platform, said many exporters still face difficulties in building overseas channels and managing complex export processes.
His company is developing an AI-powered platform that integrates customer matching, customs documentation, logistics and financial services.
"Export companies no longer need to handle complicated procedures separately. Digital tools can improve efficiency across orders, payments, customs and logistics," Ma said.
The platform also uses transaction and logistics data to support financing services for businesses.
Ma said the goal is to help smaller manufacturers participate in global trade by reducing costs and improving access to overseas markets.
The rise of industrial cross-border e-commerce is closely linked with Chongqing's efforts to strengthen its role as an inland trade hub.
Since becoming one of China's national cross-border e-commerce comprehensive pilot zones in 2016, Chongqing has built a broader service system covering platforms, logistics, payments and business support.
The city now has more than 20,000 cross-border e-commerce operators. From January to July 2026, Chongqing's cross-border e-commerce imports and exports reached 21.18 billion yuan (about 3.16 billion U.S. dollars), up 5.21% year on year.