China’s cross-border e-commerce has a strong momentum of development. It has become a new driving force for China’s foreign trade and a new international competitive advantage. It is imperative for characteristic industrial zone to realize industrial upgrading and brand going overseas with cross-border e-commerce. Under the background of the rapid development of digital trade，the scale of cross-border e-commerce characteristic industrial zone continues to expand. The industrial ecosystem is becoming more and more perfect. The driving effect of poverty relief is obvious. However，it still faces some problems such as unstable external environment，low added value of products，weak level of brand construction，insufficient guarantee of talents，imperfect industrial ecology and so on. Therefore，the departments of government should strengthen the services and the awareness of opening-up. Promote the transformation and upgrading of characteristic industrial zone by the improvement plan of policies and services，the cultivation plan of “industrial zone + cross-border e-commerce”，the brand go overseas plan and the talent cultivation plan.