Training event helps build cross-border digital bridges

An e-commerce training program in the Ningxia Hui autonomous region has brought together young entrepreneurs from China and abroad to boost digital trade and deepen cultural ties.

The three-day event, held in mid-August in Guyuan city, drew more than 60 participants from Ningxia and countries including Yemen and Egypt.

According to Ban Yanrong, director of the e-commerce and service trade division at the Department of Commerce of Ningxia Hui Autonomous Region, the training aimed to enhance mutual understanding and friendship, strengthen e-commerce cooperation, upgrade local industries, and boost the digital economy.

Among the trainees was Turkmenistan's Orazbayev Gurban, a student at Ningxia University, who expressed strong interest in China's e-commerce ecosystem — particularly livestreaming e-commerce and social e-commerce models.

"China is a leader in this field. It's no longer just 'online shopping' — it's a complete ecosystem that integrates entertainment, social interaction and instant consumption. I'm eager to delve deeper and learn its core operational logic," he said.

Gurban also highlighted Ningxia's strategic role as a pioneer in economic and trade exchanges between China and Arab countries. The region is developing a comprehensive pilot zone for cross-border e-commerce, offering an excellent platform for young entrepreneurs from Arab countries, he said and hoped his own experience would help promote e-commerce between China and Arab countries involved in the Belt and Road Initiative.

He added that while e-commerce is growing rapidly in his motherland, it still relies on traditional shelf-based models.

Livestreaming e-commerce is in its early stages, with significant gaps in content quality, interactivity and supply chain integration compared to China. Consumer trust in online payments also remains limited.

The training proved highly beneficial for participants such as Gurban. Courses on short video production and livestreaming simulations were particularly useful. Through handson guidance in scriptwriting, camerawork, lighting, and live control techniques, trainees quickly grasped essential skills.

After returning home, Gurban plans to serve as a business intermediary, introducing Chinese brands to the Arab market through localized e-commerce strategies. He also aims to help Arab brands enter China by offering end-to-end solutions covering market positioning, e-commerce operations, logistics, and customs clearance.

Huang Yan, a specially invited expert from the China International Electronic Commerce Center, said there are several advantages for e-commerce development in Arab countries: a significant youth demographic with over 60 percent of users under 30, improving logistics and payment systems, and a growing pool of multilingual professionals skilled in livestreaming.

"When we return home, our success stories and personal experiences will become powerful narratives that enhance mutual understanding and friendship between our peoples. This type of technology and business-driven exchanges, led by youth, is truly building an 'online Silk Road' for the digital age — bringing Chinese and Arab people closer together to create a shared and win-win future," Gurban said.

Tian Zongke, head of a local agricultural company who participated in the training, said he studied overseas livestreaming shopping models and the innovative integration of China's "interest-based e-commerce" with livestreaming. He also explored ways to introduce high-quality Ningxia specialty products into Middle Eastern e-commerce channels.

Together with streamers from countries including Yemen, Tian conducted a livestreaming session that resulted in 257 orders and a total transaction value of 20,100 yuan ($2,799), more than five times their usual sales.

At the conclusion of the training, 12 participants including Gurban and Tian were selected to take part in the Seventh China-Arab States Expo, which was held in Yinchuan from Aug 28 to 31.

These 12 individuals, comprising six from Ningxia and six from Arab countries, formed six teams to promote Ningxia products such as goji berries, wine and Tan sheep, as well as Arab commodities such as spices and handicrafts.

They also conducted cultural interaction livestreams that blended product explanations with cultural stories, enhancing mutual understanding between Chinese and Arab consumers.

Ban added that Ningxia will summarize the experience from this training and gradually expand similar programs to key countries involved in the BRI, including those in Central and Southeast Asia.

By 2026, Ningxia will launch the "Silk Road Streamers" practical training project targeting Central Asian countries. This initiative will help establish a broader digital trade talent development network, supporting Ningxia's goal of becoming a new hub for cross-border e-commerce within its inland open economic pilot zone.