On December 18, 2025, the 6th 1218 Global Merchants Festival was successfully held in Nanjing under the theme “Advancing to Industry Leadership, Sustaining Long-Term Growth.” The festival aimed to facilitate the matching and promotion of resources for brand and industrial investment, explore a new ecosystem for the development of the global investment promotion industry, and attract more than 2,000 entrepreneurs and distinguished guests from around the world. The festival garnered significant online attention, with total viewership across all platforms surpassing 3 million.

The festival was organized by the Dashangzhidao Investment Promotion Industry Group, with support from organizations including the China Association of Small and Medium Enterprises and co-organization by bodies such as its Industrial Investment Promotion Professional Committee.

Shu Min, initiator of the 1218 Global Merchants Festival, Chairman of the Organizing Committee, and Chairman of Dashangzhidao Investment Promotion Industry Group, stated that the festival was founded by Dashangzhidao on December 18, 2019. Upholding the vision of “China Invites, the World Responds,” the festival is committed to supporting Chinese enterprises in going global while facilitating the introduction of high-quality global resources into China. Investment promotion is not merely a means of business expansion; it is a vital conduit for economic vitality and a bridge connecting China with the world

Renowned investment promotion expert and Co-founder of Dashangzhidao, Wang Xin, focused on practical investment promotion strategies, tackling head-on common pain points for businesses, including a narrow product range, the absence of a systematic investment promotion model, and high customer acquisition costs. She systematically elaborated on the trinity methodology of “Business Integration, Investment Promotion, and Partner Cultivation”: integrating resources and momentum, scaling up through promotion, and nurturing growth via partner development. She emphasized that investment promotion represents the ultimate pathway to enterprise scalability. Only by building a sustainable, closed-loop investment promotion ecosystem can enterprises effect a shift from driving traffic to fostering loyalty, and from pursuing scale to achieving quality.

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