On January 20, 2014, Shanghai Cross-border E-commerce Association (SECA) was unveiled. With about 60 enterprises including Eastern Airlines Logistics, Orient International (Holding) Co., Ltd., Shanghai Joysun Group Co., Ltd., Bailian E-commerce, EMS, FEDEX, DHL, YTO Express (Logistics) Co., Ltd., China UnionPay, Bank of China Shanghai Branch, 99bill, YHD, 51buy and City Shop Online Shop affiliated, SECA will gather social resources and pool strength to promote healthy and rapid development of the cross-border e-commerce industry in Shanghai. EAL was then selected as the Chairman of the first council of SECA.

Shanghai setting up a guild for cross-border e-commerce will help create an atmosphere of fair competition and enhance cooperation between enterprises. With concerted efforts of the government and enterprises, the cross-border e-commerce in Shanghai will sustain rapid development. Enterprises will also be guided to build a fair and convenient import & export channel for transactions conducted in B2C mode to promote imports and exports, accelerate transformation and upgrade of national economy, and create an open, unified, competitive and orderly market. At the same time, SECA will promote opening-up of Shanghai in terms of cross-border trade, facilitate trade in Shanghai, add weight to advantages of Shanghai in trial implementation of cross-border e-commerce, and quicken its pace in building a world class business environment.

As one of five pilot cities, Shanghai, on the strength of best infrastructures and largest business scale, undertakes most trial tasks. The guild may enhance self-regulation within the industry, and promote communication among enterprises and coordination with governmental authorities for a win-win situation.

Guided by Shanghai Municipal Commission of Commerce, Shanghai Municipal Development & Reform Commission and Shanghai Administration Bureau of NGOs, SECA rises in response to policies of China (Shanghai) Pilot Free Trade Zone. With concerted efforts of enterprises at various circles such as logistics, express, e-commerce, trade, finance and platforms, SECA will make Shanghai cross-border e-commerce bigger and stronger and play an essential role in promoting economic & social development and "Four Center" construction in Shanghai. SECA now mainly offer services including standard setting, consulting services, industrial research, data statistical, exhibition, talent training, cooperation & exchange, self-regulation and government entrusted matters. SECA will gather social resources and pooled strength to promote healthy and rapid development of the cross-border e-commerce industry in Shanghai.

As a central enterprise rooted in Shanghai, EAL has substantial support of the central government and Shanghai Municipal Government. With 500 airliners (belly cargo) and cargo aircrafts of Eastern Airlines, EAL has built connections with over 1000 destinations home and abroad, thus guaranteeing sufficient transport capacity and overseas purchasing capacity. In addition to 900 mu (1 mu=0.0667 hectares) reserve land in Shanghai Pudong Airport Free Trade Zone, EAL has reserve land or offices at the airport of Zhengzhou, Chongqing, Hangzhou and Ningbo, which means EAL may fully deploy preferential policies of the state and local governments. What's more, the EAL e-commerce platform "EAEMALL" is mature enough to develop exclusive channels for cross-border e-commerce. EAL, in the mode of B2B2C, preliminarily targets at fresh foods, vegetables & fruits and dairy products in response to the hot issue of food safety. As the order is pre-generated at the "EAEMALL", it is easy for the customs to determine whether commodities are for personal use so as to apply for the tax on baggage and postal articles.