“Xiake Island” is a new media brand under the overseas edition of People’s Daily，which has gained extensive communication power and influence in the field of public opinion at home and abroad. This paper presents its development process from the perspective of those who have experienced it，and concludes its communication innovation into four main dimensions，including product positioning，content production，media convergence，system and mechanism. This paper also analyzes the four features of “Xiake Island”’s content production：accurate interpretation of the speeches and activities of General Secretary Xi Jinping；laying out and explaining major policies and news；constructive involvement in social hot spots；daring to speak out in international public opinion conflicts.