SISU Students Probe Yiwu’s Live E-Commerce Engine

 

By Chen Yujia

Translated by Guo Yishun

A student reporting team from the School of Journalism and Communication of Shanghai International Studies University conducted field research from December 5 to 7 in Yiwu, a key hub of China’s live e-commerce industry, as the city accelerates its shift toward data-driven global trade.

Known as the world’s largest small-commodity market, Yiwu handles more than 30 million parcels a day and distributes over 2.1 million products to buyers in more than 230 countries and regions, according to official data.

Led by Professor Zhang Junfang, the 15-member “Backpack Journalist” team examined how live streaming, short-video platforms and cross-border logistics are reshaping Yiwu’s manufacturing and trade model.

The team visited the Yiwu International Land Port E-Commerce Mall, a major live-commerce center, and met with industry executives working at the intersection of content creation, logistics and overseas sales.

Pu Langtao, executive vice president of the Yiwu Live E-Commerce Association, said short-video marketing and overseas warehouses have allowed small firms to reach foreign consumers at scale. “Industry booms inevitably produce winners, but only those who tackle problems step by step can sustain long-term growth,” added Pu. 

Shao Shengxi, chief executive of Cross Border Star, said artificial intelligence tools are speeding up content production, including multilingual video translation and scenario-based marketing, helping sellers expand into overseas markets.

The Yiwu Live E-Commerce Association supports its members through committees covering supply chains, influencer marketing, branding, cross-border trade and financial services, creating what it describes as an integrated digital ecosystem.

At local companies such as Aobi Technology and Mingye Technology, students observed operations spanning product selection, account incubation, content production and live streaming.

In command centers, large screens displayed real-time data tracking platform trends, viewer engagement and sales performance, which staff use to adjust marketing strategies.

The team later visited the Global Digital Trade Center at Yiwu International Trade City, which aggregates millions of products from tens of thousands of merchants and targets sectors including fashion accessories, consumer electronics and smart devices.

Alongside large wholesalers, smaller cross-border sellers are using data analytics and rapid content production to respond quickly to shifts in global demand.

The research highlights Yiwu’s transition from a traditional wholesale market into a digitally connected trade center, driven by live e-commerce, platform data and global logistics.