Cross-border consumer goods digital supply chain service platform



I. Company profile

Founded in 2015, Xingyun Group is a global Internet e-commerce leader and China's leading consumer goods digital supply chain service platform. With more than 3,000 employees worldwide, Xingyun Group has established a multi-headquarters operation pattern in Shenzhen, Hangzhou, Shanghai, Hong Kong and Singapore, and has set up holding subsidiaries in 72 countries and 1 region around the world, including Germany, Japan and Australia.

Xingyun Group provides global channel operation, distribution and cross-border supply chain services, and has built a global commodity comprehensive service system integrating offshore services, brand services, channel services and cross-border logistics services to facilitate global commodity circulation. At the same time, Xingyun Group has built the system form of "Xingyun Global Gathering" supply chain center, which integrates the four streams of "logistics, business flow, capital flow and information flow", and uses the business center and data center to create a data closed-loop operation system, enabling the business to explore and innovate efficiently.

Through high-quality digital supply chain platform services, Xingyun Group has won more than 90 industry authority awards such as the 63rd among Shenzhen Top 500 Enterprises, National high-tech Enterprises, China New Economy Unicorn, and Outstanding Enterprises for Social responsibility. It has received investment from more than 30 first-tier capitals such as Zhongding Capital, Jingwei China, Yunfeng Fund, Jinshajiang United Capital, Taikang Life Insurance, Wuyuan Capital, National Small and Medium-sized Enterprise Development Fund, Honghui Capital, Zhongyuan Capital, Kaixin Capital, etc.

Second, product system

2.1 Business System

Xingyun Group has created a global commodity comprehensive service system integrating overseas service, brand service, channel service and cross-border logistics service. Through solid channel coverage capabilities, global cross-border logistics capabilities, and brand service capabilities, we can better help retail brands go out and introduce them. The core advantages are mainly reflected in the four supply chain service capabilities of transaction, performance, operation and risk control.

(1) Sea service

Xingyun Group's digital supply chain services aim at the new infrastructure of global consumer goods circulation, providing brands with one-stop export fulfillment services and global omni-channel distribution system resources. Xingyun Group provides 369 kinds of single node solutions for the global circulation of consumer goods, providing end-to-end product fulfillment services, brand online agent operation services, local offline omni-channel distribution services, brand marketing and promotion services, one-stop logistics solutions, and product after-sales services. We will help reduce costs and increase efficiency in the global consumer goods distribution system, increase the overseas influence of Chinese brands, and build brand value. Its business covers 72 countries and 1 region around the world, serving 70% of the global population and covering about 83% of the global GDP market.

(2) Brand services

Xing Yun Group has built a one-stop brand solution integrating operation, marketing, distribution and contract performance, providing brand agent operation, new media and digital marketing, omni-channel sales management, digital distribution and contract performance and other services for brands at different stages and demands.

(3) Channel service

Xingyun Group has built an omni-channel distribution channel, which has covered many fields such as traditional channels, new traffic live e-commerce, community group buying, and empowering small and medium-sized businesses. The online distribution network covers more than 200 domestic e-commerce platforms, 100+ network celebrity live broadcast cooperation institutions, 1000+ network celebrity kol; Offline coverage of 106 cities in China more than 160,000 offline terminal stores.

(4) Cross-border logistics services

Based on the group's cross-border trade business, to create goods through the world, Yuncang global coverage of cross-border whole industry chain logistics services. Build a new model of Internet logistics, develop exclusive logistics and warehousing solutions, provide one-stop global cross-border logistics services to meet individual needs, international air transport, sea transport, rail transport, land transport, customs clearance agent, transportation, warehousing one-stop services. Together with domestic and foreign logistics providers and warehousing infrastructure partners, Xingyun Group has a global layout of more than 160 warehouses with a total storage area of 1.3 million square meters, linking air, sea, rail and land logistics channels, more than 200 routes, reaching 72 countries and 1 region.

2.2 Innovative Application

Based on the global commodity comprehensive service system and global supply chain resources, Xingyun Group has created innovative application products such as LinkieBuy, Xingyun Warehouse, Haodian Lianlian Alliance, and community group purchase supply chain.

(1) LinkieBuy is the world's leading cross-border e-commerce integrated service brand under Xingyun Group. Based on the excellent SaaS platform, we provide overseas retail merchants with multi-platform online store construction, global warehousing and logistics solutions, small program operation, multi-scenario product distribution and other full-link trade services to China, helping multi-category merchants quickly enter the Chinese market. At present, the business covers three continents, Asia, Australia and Europe, and maintains an absolute leading position in Japan. LinkieBuy has now served more than 100 well-known KA merchants in total, and completed in-depth cooperation with well-known retailers such as Mitsukoshi Isetan, Tsuruba Cosmeceuticals, KISSBABY and HealthMore. LinkieBuy is the world's largest digital service provider for overseas offline retail trade with China.

(2) Xingyun Warehouse is a global commodity trading service platform of Xingyun Group. Relying on global brands and suppliers, we do a good job of the entire back-end supply chain for cooperation channels, including procurement, foreign to domestic logistics, warehousing packaging and sorting, customs declaration, return and exchange services.

(3) Haodian Lianlian Alliance is a global cross-border private e-commerce startup platform under Xingyun Group. On the supply side, it serves major brand merchants by providing one-stop private goods sales integrated solutions. On the demand side, through technology and integration of global supply chain resources, it opens up commodity trading links of different platforms to meet all kinds of traffic. Full enabling traffic main business income.

(4) Community group purchase supply chain is a new e-commerce model that integrates suppliers to empower community group purchase channels and jointly serve consumers, providing traditional brands with efficient and digital new solutions. At present, the community group purchase supply chain business has served customers such as Duoduo Buy food, Meituan preferred, Orange Heart preferred, Xingsheng Preferred, Hema, offline business super and so on.

3. Implementation process of specific cases

3.1 Main contents of the case

The consumer goods digital supply chain service platform built by Xingyun Group empowers the global commodity trade ecology through full-process big data tools, covering all participants in the industrial chain such as suppliers, logistics service providers, data service providers, and financial institutions, focuses on the integration of industrial ecological resources, uses industrial data to enable cost reduction and efficiency increase, serves overseas consumer brands to enter China, and helps Chinese brands to go global. To promote the domestic and international double cycle of new development pattern to make due efforts.

3.2 Case Background

At present, China is speeding up the construction of a new development pattern in which the domestic cycle is the main body and the domestic and foreign cycles are mutually reinforcing. China has a huge consumer market and a sound supply chain system. With the stratification of consumer demand, China will accelerate the upgrading and innovation of domestic products and brands, attract more high-quality overseas goods to enter the Chinese market, and provide more high-quality Chinese goods to the world.

In addition, the recurrence of the novel coronavirus epidemic has frustrated the global industrial chain and supply chain, prompting cross-border procurement to move online. Global demand for Chinese goods is rising, supply chains are concentrated in China, and "Made in China" production capacity is accelerating. Entering 2021, a good situation for China's large-scale brands to go to sea has initially taken shape.

3.3 Specific Implementation

Aiming at the new infrastructure of global consumer goods circulation, Xingyun Group provides brands with one-stop export fulfillment services and global omnichannel distribution system resources. Based on the service engine of Xingyun Trading's global intelligent middle desk system, it has built 3 service platforms and launched 7 service products to provide global compliance supply chain and platform SaaS service capabilities for a large number of merchants.

(1) FBC(Fulfillment By Cloud) cross-border full compliance service, including 18 cross-border full compliance one-stop service. Through professional service team and resource integration, FBC provides whole-process data monitoring, simplifying the complex foreign trade process and numerous problems faced by brand owners.

(2) Cross-border commodity LTC (Lead To Cash) integration services, Hengyun in-depth mining of market opportunities, relying on its own resource integration advantages and product selection research and development capabilities, to undertake cross-border commodity LTC integration services for high-quality factories and distribution channels, from business demand, product selection research and development, to the full chain closed-loop service of foreign exchange settlement and return.

(2) Chinese brand overseas joint venture services, from the market analysis, marketing strategy, customer management, channel sharing, risk management and control, financial solutions, fiscal and tax solutions, logistics solutions, warehousing solutions and other aspects to help brands better solve problems.

(4) Global local deep cultivation operation service, through the establishment of more than 70 subsidiaries and local teams, connect with local online and offline B-end channels, undertake upstream brand products to deepen the local market, open up and improve the upstream and downstream connection and efficiency with efficient industrial Internet ecological advantages, achieve cost reduction and efficiency increase, and empower small and medium-sized B's S2b2C technology. Let businesses focus on the depth of customer service to achieve win-win results.

(5) Chinese market link to undertake services, relying on Xingyun China's extensive link channels, to help international brands rapidly expand the Chinese market and comprehensively improve sales scale.

(6) Product selection and development of ecological chain services, including product selection and development in B2B and S2B2C business scenarios, and accurate analysis of hot products in different countries through big data; And flexible fast counter-supply chain in C2M business scenarios, integrating channel and supply chain resources, reducing the traditional supply chain 9-month supply chain cycle to fast counter-supply chain 3 months.

(7) Cross-border incubation business of Xingyun College. In 2019, Xingyun Group established Shenzhen Xingyun Cross-border E-commerce Research Institute to create a cross-border e-commerce incubation platform for the whole industrial chain of production, learning and financing. Provide global cross-border e-commerce policy research, industry research, talent training output, data platform construction and application, local project incubation, compliance management knowledge empowerment, innovative business model research output and other services.

3.4 Implementation Results

By July 2021, Xingyun Group has completed the construction of local order fulfillment service + channel distribution capacity in 30 countries, reached strategic cooperation with many well-known brands such as Bull, Le Qi, Nusi Secret, Elvis Presley, Leson, Deli Group, Vitality 28, Tomson Bihealth, Wanmo Acoustics, etc., and signed contracts with Alibaba International Station, C&D Minsheng, C&D Shares. Open up the global supply chain and service chain.

Taking Elvis Audio as an example, in the early stage of operation, the Japanese subsidiary of Xing Yun Group conducted in-depth and detailed market research on the product characteristics, and determined the strategy of entering the local market with Muzen Wild Mini by Elvis Audio on the basis of fully understanding the local market demand and competitive products. Through localization design and transformation of product graphics, skilled platform operation skills, and rich traffic resources, the unique design and excellent performance of Muzen Wild Mini are highlighted to the maximum. Highlight the characteristics of the product in the publicity, accurately match the local red resources, and distinguish with similar products once listed. In the sales of multi-channel traffic combination operation, through the online exclusive pre-sale mode precipitation seed users, the final pre-sale amount reached 915% of the initial target, which was highly praised. At the same time, by using the online and offline distribution resources accumulated by the Japanese subsidiary of Xanyun Group in the local area, we carried out carpet shelves, quickly completed the full shelves of major e-commerce platforms in Japan, and successively entered physical stores such as major offline department stores and vending stores. Muzen Wild Mini of Elvis Presley Audio has become a topic of discussion in Japan. The heat continues to rise.

4. Performance analysis

After 6 years of steady development, Xingyun Group has achieved remarkable performance, from 2017 to 2020, the annual turnover increased from 1.2 billion yuan to 23 billion yuan. It is expected that the turnover will exceed 40 billion yuan in 2021.

Xingyun Group has provided nearly 350,000 online and offline small and medium-sized retailers with nearly 150,000 SKU digital supply chain services for about 3,000 domestic and foreign consumer brands, and through the establishment of digital links with nearly 160 logistics centers, social goods can reach hundreds of millions of consumers on more than 200 e-commerce platforms. Xingyun is now valued at more than $3 billion.

5. Cooperation intention and future development

In the next two years, Xingyun Group will continue to consolidate the advantages of overseas consumer goods digital supply chain, and quickly build domestic consumer goods digital supply chain capabilities, to provide innovative services for emerging domestic retail formats such as community group buying, live streaming e-commerce and overseas online small and medium-sized retailers, and continue to promote the digital transformation of overseas offline small and medium-sized retailers.

Xingyun Group will provide digital supply chain services for domestic consumer goods on the basis of the existing small and medium-sized retailers, and open up overseas channels and overseas small and medium-sized retailers with the help of the expansion of domestic consumer goods supply capacity. Xingyun Group has established online and offline business flow logistics capital flow channels in 72 countries and 1 region to fully serve Chinese brands going to sea.

Xingyun Group and Phoenix Satellite TV created a large-scale documentary "The Wind Comes from the East" to promote excellent Chinese brands to the world and empower Chinese brands to go to sea.

Launch 100 industrial belt plans and launch investment portal for brand suppliers, including brand side and general agent; Purchasing and marketing suppliers, dealers, traders and factory lines of non-brand parties in tertiary links and above; Logistics service providers, service providers that provide international or domestic transportation, warehousing, express delivery, customs clearance and other services, open the entrance channel.

In the future, we welcome more excellent brands, service providers and channel operators at home and abroad to explore the global market together with Xingyun Group, build a good ecology of the industry, and lead the global wave of buying and selling.