Blockchain technology provides us a new tool to solve the product traceability problem in supply chain. This in-progress paper focus on the cross-border e-commerce context, to develop blockchain-based information models for products and transactions. A general blockchain-based product information traceability framework is introduced. The framework is applied in cross-border e-commerce context. We also designed a multiple chain structure and the data management model following the framework. In the future works, we will develop the key distribution, anti-counterfeiting and other approaches following this framework, and also verify them with real data and simulation.