【环球时报-环球网报道】下午两点，海南澄迈县的跨境电商直播基地逐渐活跃起来，迎来一天中最繁忙的时候。走廊两侧，一间间隔音直播间次第亮起灯光，不同肤色的面孔出现在屏幕前，用流利的英语、法语或阿拉伯语将中国制造的产品推向全球十余个国家。来自摩洛哥的伊曼（Imane）正在调试灯光，她身后的货架上，正摆放着此次直播要介绍的专业声卡；隔壁直播间里，加纳小伙杰夫（Jeff）对着镜头热情地挥起手，开始向大洋彼岸的消费者介绍手中的圣诞礼盒……
来自埃塞俄比亚的主播马涛文在直播间推介声卡
12月18日，海南正式启动全岛封关。在这里，像伊曼、杰夫这样的外籍主播，悄然扎下了根。对他们而言，海南不只是政策的试验田，更是自己事业的新起点、生活的新家园。他们的故事，让海南从一个“境内关外”的特殊概念，变成了一个个真实可感的日常：这里有便捷的跨境物流、高效的清关手续，也有包容开放的生活氛围。而透过他们的视角，海外消费者看到的不仅是产品，更是一个正在打开大门、自信与世界对话的中国。
外国博士在海南开直播讲“中国故事”
“我们卖的商品不仅物美价廉，更是中国制造实力的体现。”直播间隙，伊曼对《环球时报》记者表示。这位拥有建筑学和应用美术双背景的摩洛哥主播，在海南找到了事业的新航向。她的直播间里陈列着十几款精选好物，从专业DJ设备到冻干茶粉，每一件都承载着她想向世界讲述的“中国故事”。
来自刚果（布）的主播丽莎在直播间销售居家礼盒
在直播中，伊曼发现许多海外消费者仍习惯性认为优质产品来自欧美日韩，这反而坚定了她推广“中国制造”的决心。“我会反复强调这是‘中国制造’，并且品质非常好。”她坦言，选择中国，是因为这里产业链完整、产品优质且价格合理；选择海南，则是一次偶然中的必然。此前，她曾在温州、杭州、广州等多地生活，还去过沈阳，多样的经历让她对中国有了更立体的认识。直到获得来海南开拓业务的机会，这片海岛的发展潜力深深吸引了她。“这里环境宜人，文化也和内陆不同，很适合拓展事业，也适合旅游。”伊曼笑着说道。
伊曼直播间的受众全是海外消费者，因此直播中除了介绍产品，她也格外注重展示中国的文化与生活，尤其爱推介茶叶，“我来自摩洛哥，我们国家也有饮茶的传统，我自己就是茶爱好者，品尝过许多中国茶。”直播中，通过分享自己对茶的理解与体验，她让海外观众更直观地感受到中国茶文化的魅力，在推介商品的同时，也悄然架起一座跨文化沟通的桥梁。
这种跨越文化认知的传递，正是外籍主播的独特价值。他们既是销售，更是认知壁垒的打破者。
杰夫对此感受颇深。他摸索出了一套推介法：“我会先以用户视角介绍产品功能，再自然过渡到它背后的中国工艺。”他记得，当美国消费者发现手中精致的圣诞礼盒竟出自中国工厂时，那种惊喜成了信任的起点。“其实在我做直播前，就知道中国一直有好产品，只是需要被更多人看见。”杰夫语气坚定，“现在推广中国产品是一件特别值得做的事，关键是要找到对的方式。”
在加纳就有直播经验的杰夫，一直渴望拓展事业、学习新技能。当海南的工作机会来临，他毫不犹豫地抓住了。“在这里我能学到更多社交媒体和抖音运营的细节，而且海南机会很多。”杰夫说，“到目前为止，一切都很顺利，我非常喜欢这段经历。”从签证、居留到工作手续，全程畅通，让他能安心扎根。
“主播团队的构成，本身就是一种精准的市场策略”。海南创宸出海企业服务有限公司联合创始人徐杰对《环球时报》记者表示：“我们坚持‘文化亲和’原则，面对不同市场，来自当地或邻近地区的主播更具优势。”
据他介绍，目前，该基地拥有来自巴基斯坦、埃及、摩洛哥、刚果等9国的专业主播，均拥有本科及以上学历，其中不乏硕士、博士，且在中国生活学习均超过4年。深厚的在华经历，使他们既能深度理解中国产品，又能以目标市场熟悉的语境进行沟通。
政策“引力场”，外籍主播的海南通行证
对外，这些外籍主播是“中国制造”与中华文化的传播者；对内，他们是中国开放政策的直接体验者。
“如果没有海南的特殊政策，我们根本无法组建这样一支国际化的主播团队。”徐杰坦言。随着海南全岛封关运作进程推进，一系列制度创新正在这里先行先试，在人员进出自由便利方面优势显著，为跨境电商等行业吸纳全球人才打开了大门。
依托“一线放开”赋予的人员流动自由便利政策，海南率先在这道关卡上实现了突破。通过出台《外国人来海南工作许可管理服务暂行办法》等专项规范，设立外国人工作、居留许可联审联检一体化政务服务平台，海南实现了“一次提交、一网联审、一窗办理”，大幅简化了外籍人才来琼工作手续。
特别是对直播电商等新业态急需的外籍人才，海南实施了更加开放的出入境和停居留政策。工作许可期限得以延长，从最初试点发放的3个月、6个月短期签证，稳步推进至如今普遍可达的1年期签证。外籍主播的工作签证审批也实现了工作许可与居留许可“两证联办”，仅用3个工作日便完成全流程办理，审批时间较传统流程压缩70%以上。
“这意味着，我们的外籍主播可以合法、长期地在海南工作和生活，这是团队和事业稳定的重要保障。”徐杰表示。
更具吸引力的是封关运作带来的综合成本优势。徐杰算了一笔账：“通关之后，个税优惠、企业所得税减免等政策，让我们的综合运营成本比在内地低15%-20%。这对于需要大量国际化人才的跨境电商行业来说，是实实在在的竞争力。”
从“进口岛”到“全球货栈”
伊曼和杰夫们能在这片热土上安心追逐事业，背后正是海南跨境电商产业一场静水深流的深刻转型。
“如果不特别解释，很长一段时间里，在海南提到‘跨境电商’，人们默认指的是进口。”海南跨境电商协会会长张春生表示，2017年，海南启动跨境电商，但与杭州、广州等拥有强大产业带的城市不同，缺乏制造基础的海南，自然将目光投向了进口，“进口岛”的标签由此深入人心。
直至前两年，变革开始酝酿。“随着综试区、空港联动等基础设施完善，以及免税店返程航班等配套落地，海南开始尝试出口业务。”张春生介绍，据统计，前两年海南跨境电商“9610”业务模式（“9610”为海关监管代码，全称为“跨境贸易电子商务零售出口”）出口额约20亿元。这一阶段，“中转集货”成为主流模式：货物在珠三角、长三角生产，运至海南清关，再借海南通达东南亚的航线优势，直发海外消费者手中。“货不产于海南，但流通增值于海南”，正是当时的真实写照。
如今，一场更深层的转型正在进行，一套支撑中国制造直连全球消费者的新型服务体系正在成型。“企业只需把公司注册在海南，专注产品研发和生产。剩下的，从海外市场定位、直播运营、多语种客服到跨境结算、税务申报，全部由我们这样的平台一站式解决。”徐杰所描述的“一站式出海综合服务”，大幅降低了中小品牌出海的门槛，也让外籍主播的专业价值得以在完整的产业链中释放。
全岛封关运作，为这场转型注入了强心剂。张春生分析称，封关利好主要体现在两方面：一是全岛综合试验区政策落地，海南全域皆可开展出口业务，范围之广、自主性之强，全国独有；二是预期中的游客红利。“目前海南年接待游客约9000万人次，封关后，预计两三年内达到4亿左右。”这4亿人流将催生面向国际游客的O2O自提、快速配送等线下新业态，打开全新的增长空间。
在制度创新的“试验田”里，海南正探索一条独特路径。“很多人说海南没有产业带，但香港、新加坡也没有。”张春生表示，“海南的目标，是打造一个有制造业支撑的自贸港。当前海南放开的6600个税目零关税政策，受益主体是企业，核心是鼓励生产性原材料进口，引导企业在海南开展实质性加工制造，逐步培育本土产业根基。这条路或许更漫长，但建成后含金量也更高。”
来源：CCTV-2、环球网
Base News | Hainan Free Trade Port Silk Road Cross-border Live Broadcast Center is trending again!
On December 18th, the day of the closure of the Free Trade Port, CCTV conducted a special interview and report on the Group's Hainan Free Trade Port Silk Road Cross border Live Streaming Center.
At 2pm, the cross-border e-commerce live streaming base in Chengmai County, Hainan Province gradually became active, ushering in the busiest time of the day. On both sides of the corridor, soundproof live streaming rooms were lit up one after another, with faces of different skin colors appearing in front of the screen, promoting Chinese made products to more than ten countries around the world in fluent English, French, or Arabic. Iman from Morocco is debugging the lighting, and on the shelf behind her, there is a professional sound card that will be introduced in this live broadcast; In the adjacent live broadcast room, Jeff, a Ghanaian boy, warmly waved his hand towards the camera and began introducing the Christmas gift box in his hand to consumers across the ocean
On December 18th, Hainan officially launched the island wide special customs operations. Here, foreign anchors like Iman and Jeff have quietly taken root. For them, Hainan is not just a testing ground for policies, but also a new starting point for their careers and a new home for their lives. Their stories have transformed Hainan from a special concept of "inside and outside the country" into a tangible daily life: with convenient cross-border logistics, efficient customs clearance procedures, and an inclusive and open living atmosphere. Through their perspective, overseas consumers see not only products, but also a China that is opening its doors, confidently engaging in dialogue with the world.
Foreign PhD hosts live stream in Hainan to tell 'Chinese stories'
The products we sell are not only of good quality and affordable, but also a reflection of China's manufacturing strength, "Iman told Global Times reporters during a live broadcast break. This Moroccan anchor with a dual background in architecture and applied arts has found a new career direction in Hainan. Her live streaming room displays over a dozen carefully selected items, from professional DJ equipment to freeze-dried tea powder, each carrying the "Chinese story" she wants to tell the world.
In the live broadcast,Iman found that many overseas consumers still habitually believe that high-quality products come from Europe, America, Japan, and South Korea, which actually strengthened her determination to promote "Made in China". I will repeatedly emphasize that this is' Made in China 'and the quality is very good, "she said frankly. She chose China because it has a complete industrial chain, high-quality products, and reasonable prices; Choosing Hainan is an inevitable coincidence. Previously, she had lived in many places such as Wenzhou, Hangzhou, Guangzhou, and even visited Shenyang. Her diverse experiences gave her a more three-dimensional understanding of China. Until she obtained the opportunity to expand her business in Hainan, the development potential of this island deeply attracted her. The environment here is pleasant and the culture is different from the inland, which is very suitable for expanding one's career and also for tourism, "said Iman with a smile.
The audience of Iman's live broadcast room is all overseas consumers, so in addition to introducing products, she also pays special attention to showcasing Chinese culture and life, especially tea. "I come from Morocco, and our country also has a tradition of drinking tea. I am a tea enthusiast myself and have tasted many Chinese teas." In the live broadcast, by sharing my understanding and experience of tea, she allows overseas audiences to more intuitively feel the charm of Chinese tea culture. While promoting products, she also quietly builds a bridge for cross-cultural communication.
The transmission of cross-cultural cognition is precisely the unique value of foreign anchors. They are not only salespeople, but alsodisruptions of cognitive barriers.
Jeff has a deep feeling about this. He developed a set of recommendation methods: "I will first introduce the product features from the user's perspective, and then naturally transition to the Chinese craftsmanship behind it." He remembers that when American consumers discovered that their exquisite Christmas gift boxes were actually from Chinese factories, that surprise became the starting point of trust. Actually, before I started live streaming, I knew that China has always had good products, but they just need to be seen by more people, "Jeff said firmly." Promoting Chinese products now is a particularly worthwhile thing to do, and the key is to find the right way
Jeff, who has live streaming experience in Ghana, has always been eager to expand his career and learn new skills. When the job opportunity in Hainan came, he seized it without hesitation. "I can learn more details about social media and Tiktok's operation here, and there are many opportunities in Hainan." Jeff said, "So far, everything has gone well, and I like this experience very much." From visa, residence to work procedures, the whole process is smooth, so that he can take root in peace of mind.
The composition of the anchor team itself is a precise market strategy. Xu Jie, co-founder of Hainan Chuangchen Overseas Enterprise Service Co., Ltd., told Global Times reporters, "We adhere to the principle of 'cultural affinity', and when facing different markets, anchors from local or neighboring regions have more advantages." According to him, currently, the base has professional anchors from 9 countries including Pakistan, Egypt, Morocco, and Congo, all of whom have bachelor's degrees or above, including master's and doctoral degrees, and have lived and studied in China for more than 4 years. Their profound experience in China enables them to have a deep understanding of Chinese products and communicate in a context familiar to the target market.
Policy 'Gravity Field', Hainan Pass for Foreign Anchors
Externally, these foreign anchors are disseminators of "Made in China" and Chinese culture; Internally, they are directexperience of China's open policy.
If it weren't for Hainan's special policies, we wouldn't have been able to form such an international anchor team, "Xu Jie admitted. With the progress of the island wide closure operation in Hainan, a series of institutional innovations are being piloted here, which have significant advantages in terms of freedom and convenience of personnel entry and exit, opening the door for industries such as cross-border e-commerce to attract global talents.
Relying on the policy of freedom and convenience of personnel mobility granted by the "opening up of the front line", Hainan has taken the lead in achieving breakthroughs in this hurdle. By issuing special regulations such as the "Interim Measures for the Management and Service of Work Permits for Foreigners in Hainan" and establishing an integrated government service platform for joint review and inspection of work and residence permits for foreigners, Hainan has achieved "one-time submission, online joint review, and one-stop processing", greatly simplifying the procedures for foreign talents to work in Hainan.
Especially for foreign talents urgently needed in new formats such as live streaming e-commerce, Hainan has implemented more open entry and exit and residency policies. The work permit period has been extended, steadily advancing from the initial pilot issuance of 3-month and 6-month short-term visas to the now widely accessible one-year visa. The approval of work visas for foreign anchors has also achieved the "dual processing" of work permits and residence permits, completing the entire process in just 3 working days, compressing the approval time by more than 70% compared to traditional processes.
This means that our foreign anchors can legally and permanently work and live in Hainan, which is an important guarantee for team and career stability, "said Xu Jie.
From 'Import Island' to 'Global Warehouse'
Imanand Jeff are able to pursue their careers with peace of mind in this hot land, which is a profound transformation of Hainan's cross-border e-commerce industry.
If not specifically explained, for a long time in Hainan, when it comes to 'cross-border e-commerce', people assumed it referred to imports, "said Zhang Chunsheng, the president of the Hainan Cross border E-commerce Association. In 2017, Hainan launched cross-border e-commerce, but unlike cities with strong industrial belts such as Hangzhou and Guangzhou, Hainan, which lacked manufacturing foundations, naturally turned its attention to imports, and the label of" import island "became deeply ingrained in people's hearts.
Until the first two years, changes began to brew. With the improvement of infrastructure such as comprehensive pilot zones and airport linkage, as well as the landing of supporting facilities such as duty-free shop return flights, Hainan has begun to experiment with export business. "Zhang Chunsheng introduced that according to statistics, in the first two years, the export value of Hainan's cross-border e-commerce" 9610 "business model (" 9610 "is the customs supervision code, full name is" cross-border trade e-commerce retail export ") was about 2 billion yuan. At this stage, "transit consolidation" has become the mainstream mode: goods are produced in the Pearl River Delta and Yangtze River Delta, transported to Hainan for customs clearance, and then directly delivered to overseas consumers by taking advantage of Hainan's route advantage to Southeast Asia. The phrase 'goods are not produced in Hainan, but the value of circulation increases in Hainan' was a true portrayal at that time.
Nowadays, a deeper transformation is underway, and a new service system that supports Chinese manufacturing and connects directly with global consumers is taking shape. Enterprises only need to register their companies in Hainan and focus on product research and development and production. The rest, from overseas market positioning, live streaming operations, multilingual customer service to cross-border settlement and tax declaration, are all solved by platforms like ours in one stop. The "one-stop comprehensive overseas service" described by Xu Jie greatly reduces the threshold for small and medium-sized brands to go global, and also allows the professional value of foreign anchors to be released in the complete industry chain.
The island wide lockdown operation injected a shot in the arm for this transformation. Zhang Chunsheng analyzed that the benefits of the closure mainly lie in two aspects: firstly, the implementation of the comprehensive experimental zone policy across the island, allowing Hainan to carry out export business in all areas, with a wide scope and strong autonomy unique to the whole country; The second is the expected tourist dividend. At present, Hainan receives about 90 million tourists annually, and after the closure, it is expected to reach about 400 million within two to three years. This 400 million people flow will give rise to new offline formats such as O2O self pickup and fast delivery for international tourists, opening up new growth opportunities.
In the experimental field of institutional innovation, Hainan is exploring a unique path. Many people say that Hainan does not have an industrial belt, but neither do Hong Kong and Singapore, "said Zhang Chunsheng." Hainan's goal is to create a free trade port supported by manufacturing. The current zero tariff policy for 6600 tax items in Hainan benefits enterprises, with the core being to encourage the import of productive raw materials, guide enterprises to carry out substantive processing and manufacturing in Hainan, and gradually cultivate local industrial foundations. This road may be longer, but it will also have higher value after completion
Source: CCTV-2, Global Network
