Gu Junlin

Transliterated name · original name retained below

Gu Junlin, founder and CEO of Wuwu Technology and PartnerBoost, has more than a decade in cross-border trade, combining business insight and a global perspective to help Chinese brands expand. His two-way cross-border strategy imports quality overseas products and takes Chinese brands abroad. Cross-border pioneer: building two-way trade bridges. Imports: founded 55haitao in 2011, described as China’s first overseas shopping cashback platform, and acquired Ebates’ China business in 2017, strengthening its industry leadership and enabling global shopping from home. Exports: founded PartnerBoost in 2021, combining affiliate and influencer marketing to address cross-border sellers’ traffic needs. Helped more than a thousand Chinese brands enter overseas markets and became a leading off-platform traffic provider for Amazon and other global platforms. Innovation guided by technology and trade: built Wuwu around cross-border shopping guidance and performance marketing, creating a global digital trade network. Its internally developed big-data system improves traffic targeting, marketing efficiency and sales conversion. Recognition: under his leadership, Wuwu received Forbes global expansion leading-brand recognition, Linkshare Japan Award, International Performance Marketing Award, Golden Link Award Finalists and Choice Awards, and global affiliate marketing recognition as Best Amazon Off-platform Traffic Platform. Retained national high-tech enterprise status for 10 consecutive years. Gu was named to Forbes’ global Chinese top 100 and a New Era Economic Leader, and described by international media as a partner-marketing changemaker. His stated philosophy compares cross-border trade to an ocean: technology as the sail and ecosystems as the oar allow pioneers to sustain China’s digital trade globalization and take Chinese brands further.