World Trustmark and Trade Alliance

Ms. Zhang Xihui’s WTA Leadership Transition and Strategic Initiatives

Mission and Vision

Mission: To establish a globally trusted digital commerce ecosystem rooted in integrity, accountability, and sustainable development, ensuring equitable benefits for businesses and consumers.
Vision: To lead the harmonization of cross-border e-commerce governance and trustmark frameworks, fostering innovation while prioritizing consumer protection and ethical practices.
Signature Quote: “Integrity drives trust; innovation shapes the future.”

Strategic Initiatives (2025–2027)

  1. Strengthening International Partnerships
    • Following cooperative discussions in 2024 on identity and qualification certification for Chinese and Thai import and export enterprises, a formal cooperation framework has been established with Thailand’s Department of Business Development (DBD). This initiative aims to enhance regulatory coordination and facilitate market access for corporate identity within the ASEAN region.
  2. Regional Governance Strategy
    • Develop a unified trustmark harmonization strategy addressing cross-border regulatory fragmentation.
  3. Global Advocacy and Knowledge Sharing
    • Engage in international forums to promote trustworthy ecosystem and governance models.
    • Hosted the annual WTA Summit in Shenzhen, uniting global leaders and innovators to initiate collaborative projects, including the cross-border anti-fraud toolkit.
  4. Capacity-Building Initiatives
    • Organize and participate regional workshops on consumer protection, data privacy, and anti-counterfeiting measures.

Profile of Ms. Zhang Xihui

Professional Leadership:

  • Selected as one of the Top 100 Influential People in Cross-border E-commerce for her pioneering contributions to cross-border e-commerce ethics.
  • Director of the Zhongxin Center: Advanced the application of blockchain technology to enhance product quality transparency and protect consumer rights, benefiting over 10,000 small and medium-sized enterprises.
  • Secretary-General of the E-Commerce Integrity Committee at the China Consumer Product Quality and Safety Promotion Association: Led the development of a standard framework for live e-commerce product selection and spearheaded the exploration of a real-time monitoring system for e-commerce live broadcast compliance.

Vision for WTA:

  • Position WTA as the global nexus for trustmark standards, bridging regulatory gaps and empowering SMEs through integrity-driven frameworks.