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A cross-border e-commerce training course launched by Xinqiao Innovation and Entrepreneurship Academy in Haining, a county-level city in Jiaxing, East China's Zhejiang province, recently sold out its 30 spots in just 20 minutes.

The course was led by Yang Yaozhong, a native of Yanguan town in Haining, who founded a well-known baby product brand in Germany with annual sales exceeding 100 million yuan (about $14 million). Yang returned in August to share his overseas experience managing warehouses in Germany, Romania, and Thailand, offering practical guidance for local firms seeking to enter global markets. His company's products have ranked among top sellers on Amazon Germany.

Local entrepreneur Zhu Haiping, who previously relied on contract manufacturing for European and the United States' clients, built his own brand and achieved TUV certification — confirming that a product meets defined criteria and safety aspects — with Yang's support. His company has since earned an additional 2 million yuan this year.

Participants also join mentorship groups, with top trainees entering Haining's cross-border talent pool for further support. Organizers aim to connect at least 10 enterprises to overseas platforms and develop one to two model cases of industry plus e-commerce integration.

Through training and peer exchanges, the initiative provides firms with practical tools to overcome market barriers and expand abroad.