Amazon Global Selling Launches North China Industrial Belt Joint Empowerment Program, Targeting Over 50 RMB 100M-Revenue Benchmark New Sellers in Two Years

[Ebrun Original] The 2026 Amazon Global Selling North China Regional Seller Conference was recently held in Qingdao. At the event, Amazon Global Selling officially unveiled the North China Industrial Belt Joint Empowerment Program. Over the next two years, Amazon Global Selling will focus on 10 key industrial belts including Qingdao wigs, Jining construction machinery, Beijing smart hardware, Tianjin Wuqing carpets, and Handan fasteners, with the goal of incubating 500 export-focused brand sellers and cultivating more than 50 benchmark new sellers with annual revenue exceeding RMB 100 million.

Commenting on the rationale behind the program, Song Xiaojun, Vice President of Amazon China and Head of New Seller Expansion, Emerging Markets and Amazon Business for Amazon Global Selling, said: "North China's industrial landscape covers a wide range of categories from consumer goods to industrial products. Over the past two years, through our partnership with the Shandong Provincial Department of Commerce, we have supported hundreds of local brands in transitioning from original equipment manufacturing (OEM) to building their own brands for global markets. This proves that North China's manufacturing enterprises are fully capable of building global brands; what they lack is a systematic set of methodologies and support. The launch of the North China Industrial Belt Joint Empowerment Program is precisely to extend this proven experience to a wider region in a structured manner, enabling more North China manufacturers to go global as independent brand entities."

At the conference, Song also outlined three key challenges that North China sellers need to overcome:

1. High product quality but low brand recall. The essence of transitioning from a manufacturer to a brand owner is to turn individual transactions into long-term customer trust in the brand.

2. Over-reliance on a single market site. While North America is a solid starting point, markets including Japan, Europe, Latin America, the Middle East and Australia also present strong demand. Each additional site brings not just more opportunities, but also greater business resilience.

3. Underutilization of available operational tools. Many sellers are merely aware of the existence of tools for logistics, product selection, traffic acquisition and brand building, while successful sellers have fully integrated these tools into their operations – this is where the gap in efficiency and sales performance stems from.

In fact, North China is a core manufacturing base in China. From Jiaozhou wigs, which account for more than 40% of the global high-end human hair market, to Tianjin Wuqing carpets that make up 40% of the country's total exports, and agricultural and construction machinery clusters represented by those in Weifang and Jining, various niche categories are emerging as new growth drivers for cross-border e-commerce exports.

In 2024, Amazon Global Selling signed a three-year memorandum of understanding (MOU) with the Shandong Provincial Department of Commerce. To date, the two sides have delivered more than 100 training sessions, reaching over 20,000 enterprises across more than 60 industrial belts and covering all 16 prefecture-level cities in the province. The partnership has helped thousands of enterprises transition to cross-border e-commerce, while simultaneously driving the development of local cross-border e-commerce service networks. The collaboration combines government policy guidance with Amazon's localized services to accelerate the expansion of cross-border e-commerce in northern China.

Specifically, the newly launched North China Industrial Belt Joint Empowerment Program will be advanced along three core directions:

1. Identify and cultivate benchmark sellers in each industrial belt, driving large-scale global expansion through a "leader drives cluster" model.

Under the Benchmark New Seller Incubation Initiative, Amazon will provide sellers with exclusive, end-to-end systematic support across six dimensions: trend insight, pathway planning, full-process operation, compliance assurance, industry resources and tailored incentives, to help them pioneer a complete go-global roadmap.

Amazon will build a three-tier service collaboration network: First, it will set up dedicated industrial belt service teams composed of staff from various Amazon business units, providing regular training and consulting services to key industrial belts twice a month covering store opening processes, cold start, advertising placement, logistics and inventory management, and AI tool application, as well as developing tailored go-global solutions and practical operation guides for each advantage category. Second, it will establish a special industrial belt task force under Amazon's Service Provider Network (SPN), bringing together service providers covering logistics, overseas warehousing, finance, agency operation, ERP systems and product compliance, to offer systematic, modular mentorship training and preferential service packages for enterprises in the industrial belts. Third, it will leverage digital channels such as the Amazon SPN mini-program to enable enterprises to connect with required service provider resources on demand at any time.

2. Provide categorized support for industrial and consumer goods industrial belts, promoting the dual parallel development of B-end upgrade and brand building for North China's cross-border e-commerce.

For large and medium-sized machinery categories in North China such as construction machinery (including mini excavators, skid steer loaders and electric forklifts), Amazon will address pain points for large product exports including first-mile logistics, overseas warehouse layout, last-mile delivery and after-sales maintenance through its own logistics solutions and third-party service providers, offering one-stop solutions.

For industrial goods industrial belts such as Handan fasteners, the program will take "scenario-based product selection" as the core methodology, providing product selection guidance tailored to segmented usage scenarios including basic home maintenance, furniture assembly and renovation, outdoor yard projects, automobile and motorcycle tool repair, and bulk procurement by B-end enterprises. This will help enterprises optimize their product portfolios for specific scenarios based on the rich SKUs of their industrial belts, to fully unlock overall customer demand.

Meanwhile, Amazon Business will help industrial goods enterprises directly connect with more than 11 million enterprise and institutional buyers worldwide. For high-cost-performance consumer goods industrial belts covering false eyelashes, luggage, towels and ski gloves, differentiated growth pathways will be provided based on product characteristics and enterprise development stages: products matching the price range will be connected to the Amazon Haul value shopping traffic entry; enterprises still in the initial awareness stage will get access to Amazon seller sourcing and SPN agency operation services; and enterprises with existing B2B foundations will be offered Amazon Business accelerator services.

3. Deepen presence across North China, leveraging local competitive advantages to accelerate industrial belt exports.

In Shandong, the program will continue to refine the service hub mechanism of 106 industrial belt workstations. In Beijing, initiatives including the "Zhongguancun Science City · Amazon Global Expansion Accelerator Camp" will be promoted to speed up overseas commercial validation of technological innovation outcomes such as smart hardware. In Tianjin, the focus will be on advantageous industries including carpets, bicycles and medical devices to advance their brand-focused global expansion. In Hebei, in-depth cooperation models will be explored with cities including Handan, Cangzhou, Langfang, Baoding, Xingtai and Hengshui, combining local unique advantages such as logistics hubs, industrial goods live streaming and airport economic zones to drive industrial belt exports.