Last year, Nantong introduced the "Nantong Action Plan for Promoting High-Quality Development of Cross-Border E-Commerce (2024-2026)," further deepening the construction of its cross-border e-commerce comprehensive pilot zone and fostering new momentum for foreign trade growth. This year, Nantong has continued to drive the deep integration of "e-commerce + industrial clusters," resulting in robust e-commerce development.

Stepping into the live-streaming room of Nantong Tiren Sports Goods Co., Ltd., energetic music and passionate commentary instantly ignite the atmosphere. On camera, a host demonstrates a set of small dumbbells while interacting with viewers through live comments. Products like kettlebells and speed jump ropes take turns in the spotlight, creating a dynamic e-commerce experience blending product promotion and instant sales. Gu Zhou, manager of the company’s e-commerce division, explained that their online offerings focus on home fitness equipment, particularly flat-round dumbbells, hexagonal dumbbells, and D-shaped dumbbells. One of their home exercise bikes, launched this year, has received widespread market acclaim and repeatedly ranked on platform bestseller lists.

This year, the company has further deepened its "sports + internet + e-commerce" integration strategy, driving sales growth through innovative content and optimized services. With the deepening application of digital technology, continuous improvement in logistics networks, and increasingly robust payment systems, e-commerce has evolved from a "new business model" to a "new normal."

In recent years, Nantong has strengthened talent cultivation for enterprises, enhanced infrastructure support, and increased policy incentives to vigorously develop e-commerce. The city has secured four national-level e-commerce demonstration counties for rural development, one national e-commerce demonstration enterprise, and 17 provincial-level demonstration enterprises, industrial bases, and clusters.

Monitoring data shows that from January to November this year, Nantong’s total online retail sales reached 108.25 billion yuan, ranking fourth in the province, with a year-on-year growth rate of 9.2%, placing third in Jiangsu. Lu Junfeng, head of the E-Commerce Department at Nantong’s Commerce Bureau, stated that this year’s efforts to promote "Nantong Quality Products" on platforms, supermarkets, and chain stores have helped local products—such as home textiles, power tools, fitness equipment, and apparel—expand domestically and globally.

According to incomplete statistics, Nantong’s e-commerce businesses have established stores on various platforms, with over 2,000 shops on JD.com alone, generating annual online retail sales of approximately 5 billion yuan. Leveraging its strengths in industries like home textiles, power tools, and fitness equipment, Nantong has actively seized opportunities from national strategies like the integrated development of the Yangtze River Delta, creating a favorable environment for new e-commerce growth.

As Jiangsu’s first cross-border e-commerce exhibition, the Nantong Cross-Border E-Commerce Product Selection Fair has been held for four consecutive years, continuously improving the cross-border e-commerce ecosystem and opening new pathways for "Nantong-made" products to go global. This month, Nantong will host the "Nantong-JD.com Quality E-Commerce Development Conference" to further deepen cooperation between the city and JD.com, attract and cultivate high-quality e-commerce enterprises, and expand the market reach of "Nantong Quality Products."

Themed "Industrial-Digital Integration, Quality Supply Chains for the World," the conference will bring together JD.com’s business leaders, top e-commerce representatives nationwide, and local Nantong industrial cluster enterprises. During the event, a series of tangible cooperation outcomes and policy benefits will be unveiled, helping "Nantong-made" products ride the "digital express" to global markets.

Lu Junfeng noted that around 50 domestic e-commerce platforms and 200 local Nantong enterprises will engage in face-to-face negotiations during the event. JD.com’s relevant business units will also introduce exclusive benefits for Nantong-based businesses, aiming to further expand the domestic and international markets for "Nantong Quality Products" in sectors like food, apparel, home textiles, daily necessities, and sporting goods, boosting both online and offline consumption.