Source: International Business Daily Author: Shao Zhiyuan

At present, the global trade pattern is deeply adjusted, unilateralism and protectionism are intertwined, and the international economic and trade environment is facing multiple uncertainties. Chinese foreign trade enterprises are entering a new stage of development where challenges and opportunities coexist. In this context, Chinese foreign trade enterprises are steadily advancing in complex changes with innovation as the core engine.

According to data from the General Administration of Customs, in the first 10 months of 2025, the total import and export value of China's goods trade reached 37.31 trillion yuan, a year-on-year increase of 3.6%, of which exports amounted to 22.12 trillion yuan, a year-on-year increase of 6.2%. Behind this "steady progress" performance report is a vivid portrayal of the vast number of foreign trade enterprises taking innovation as the core lever, opening up a new track of differentiated competition in the global market wave, and ultimately achieving steady growth in overseas business.

Innovation driven: from material research to brand going global

Xi'an Aituo Import and Export Co., Ltd. is a typical representative, and innovation has deeply rooted in the development genes of enterprises, becoming the core password for its breakthrough.

From R&D project approval and material research, to appearance design and detail polishing, innovative thinking is injected into every link. "Chen Fangtong, the company's general manager, used the latest developed diamond lunch box as an example to break down the company's innovation logic in an interview with the International Business Daily. In the material research and development stage, the team relies on the company's' Material Innovation Laboratory 'to carry out multiple rounds of technical research and development: initially screening five types of materials including ordinary glass, degradable plastic, and high borosilicate glass, and locking in high borosilicate glass after laboratory simulation testing; in order to further optimize performance, the R&D team cooperated with the Materials Research Institute of universities to complete parameter iteration of glass thickness and edge curvature in just 30 days, which increased the service life of the lunch box by dozens of times compared to ordinary plastic lunch boxes, while also considering environmental protection properties. From material screening to performance optimization, the whole process only took 90 days, demonstrating efficient innovation conversion ability

The diamond lunch box is just a microcosm of Aituo's innovation. Chen Fangtong stated that as of now, the company has accumulated 170 copyrights, 56 design patents, 11 utility model patents, and has established 3 overseas trademarks in the European and American markets, successfully creating a highly recognizable independent brand "ATO". Continuous investment in innovation has enabled its products to establish a firm foothold in mid to high end markets such as Europe, the United States, and Japan, building a solid differentiated competitive advantage.

Driven by innovation, the enterprise will gain a lot in 2025: the on-site sales volume of Frankfurt Spring Consumer Fair is 2.63 million dollars, and the Türkiye Fair has won on-site orders of 450000 dollars and intention orders of 1.7 million dollars. As of July, the company's orders and shipments have exceeded the annual scale of last year, and by the end of August, it had exceeded its sales profit target, demonstrating its innovation driven and precise development strategy with solid performance.

System Innovation: From Product Iteration to Value Upgrade

Innovation is our core competitiveness, "said He Xianjin, the foreign trade manager of Guangdong Mona Lisa Trading Co., Ltd., emphasizing this core positioning when introducing the company's overseas strategy to reporters. He cited the "Wuji · Stone World" series, which was promoted this year, as an example. The product uses 3D texture technology to accurately restore the delicate texture of natural stone, covering six texture effects: raw stone surface, fine chiseled surface, rough chiseled surface, rock scar surface, groove surface, and combination surface. It not only supports multi color matching of the same color, but also achieves mixed and matched applications of different colors. Currently, it has been favored by markets in South Korea, Thailand, Malaysia, Indonesia, the Philippines, Australia, Saudi Arabia, the United Arab Emirates, and Africa.

In He Xianjin's view, the innovation of Mona Lisa ceramic tiles is not just about a single product, but also runs through the entire research and development process: "We always focus on the deep integration of spatial aesthetics and modern technology, and continue to break through boundaries in categories, colors, and specifications. By organically combining architectural ceramic art with functional innovation, we respond to the diverse expectations of global consumers for 'good houses', and open up new paths to enhance living happiness and achieve spatial cultural expression." He revealed that the company's other innovative achievement, the "Seven Star Treasure Rock" series, is equipped with internationally advanced positioning colorful dazzling technology, and has also received a large number of orders in overseas markets, becoming another proof of innovation driven going global.

Expert Perspective: From Single Point Breakthrough to System Construction

The interviewed experts believe that innovation is the only way for foreign trade enterprises to cope with global trade uncertainty and break through homogeneous competition. Only by continuously launching high value-added and differentiated products can we transform cost advantages into technological advantages, upgrade "Made in China" to "Made in China", and establish a firm foothold in overseas markets.

Wang Peng, associate researcher at the Beijing Academy of Social Sciences, analyzed in an interview with the International Business Daily that foreign trade enterprises need to increase technology investment, develop intelligent and environmentally friendly products, meet the international market's demand for functionality and sustainability, and enhance brand profitability through differentiated design; Build a flexible supply chain system, shorten product iteration cycles, quickly adapt to international market trends, and enhance customer stickiness through personalized customization and cultural IP collaboration; Expand into emerging markets such as Southeast Asia, the Middle East, and Latin America, and optimize costs through regional agreements such as RCEP; Utilize international exhibitions and localized channels to reach overseas customers, and enhance market penetration by combining policy dividends in the target market; By analyzing consumer behavior through big data, optimizing inventory management and market strategies, utilizing customer data platforms to achieve full lifecycle management, and improving repurchase rates and brand loyalty.

Experts further pointed out that the next step for enterprises is to shift their innovation focus from "single point breakthroughs" to "system innovation" - not only to increase research and development, patent layout, and digital supply chain construction, but also to synchronously upgrade their brand, marketing, and after-sales service. At the same time, we should make good use of new formats such as cross-border e-commerce and independent websites, promote the transformation from "product going global" to "brand going global", and truly achieve a leap from "price war" to "value war".

From iterating a single product to building a full chain ecosystem, from breakthroughs in technology to upgrading system capabilities, Chinese foreign trade enterprises are sailing with innovation and opening up new channels in the global market. With the continuous deepening of innovative practices, the background of high-quality development of China's foreign trade will become increasingly prominent.