HEADING News

With the lowering of international trade barriers and the opening up of the global market, the trend of global economic integration is becoming more and more obvious. Many retail enterprises have gone abroad to find a wider range of consumer groups around the world, which not only brings a broader market for retail enterprises, but also provides more development opportunities for enterprises.

In 2015, Miniso launched its globalization strategy and gradually opened up the global market. By 2023, Miniso has successfully entered more than 107 countries and regions around the world, becoming a well-deserved benchmark for the globalization of Chinese retail enterprises. In the fourth quarter of fiscal year 2023, Miniso's overseas revenue reached 1.11 billion yuan, an increase of 42% over the same period last year. The growth rate of overseas market revenue has exceeded that of domestic market.

Going to sea has become a shortcut for retail enterprises to seek greater development space and growth potential, but in the face of the complex overseas business environment and cultural foundation, not all enterprises can go through the road of globalization. Behind the dazzling achievements of those successful enterprises overseas, there must be their unique advantages, which are worthy of our discussion.

Miniso to go out to the sea to offline physical stores, due to the initial unfamiliar with the local, it is difficult for the domestic team to directly expand the territory, therefore, it will generally choose the local financial strength of the large group as a national agent in overseas, take the "goods buyout system" model, Miniso only provide goods, not responsible for store operation. Although most of the sales profit is obtained by the agent, the inventory risk is also borne by the agent. Miniso has been able to take root and sprout quickly in overseas markets because of this.

However, with the establishment of the overseas operation standard system, Miniso also began to try to open its own stores, and unified management of stores in various countries under the mode of strong headquarters control. In the United States, Canada, India, Indonesia and other countries, Miniso has run through the "headquarters directly operated" mode.

Whether it is an agent or a direct operation, the integrated control between multiple sales networks is crucial. If you need to achieve universal membership system, multi-warehouse storage sharing, and collective operation under the multi-organization model on a global scale, you need a huge system as a support. Miniso's system is provided by Haiding, a well-known digital intelligence service provider in China. While ensuring the normal operation of domestic business, it achieves the steady development of globalization, which is the foundation for enterprises to find gold overseas.

Whether it is an agent or a direct operation, the integrated control between multiple sales networks is crucial. If you need to achieve universal membership system, multi-warehouse storage sharing, and collective operation under the multi-organization model on a global scale, you need a huge system as a support. Miniso's system is provided by Haiding, a well-known digital intelligence service provider in China. While ensuring the normal operation of domestic business, it achieves the steady development of globalization, which is the foundation for enterprises to find gold overseas.

As the first batch of digital intelligence service providers to help local retail enterprises to carry out international operations, up to now, Heading has served many large enterprises or international supermarket groups such as Miniso, Yuanchu Food, Bubble Mart, Dubai Wenchao Group, Philippines DIVIMART, Philippines ATAW, Thailand Dahua Supermarket, etc. Digital intelligence products and services have covered more than 80 countries and regions around the world.

Sungiven Food, which started with its own brand products, is another model for Chinese retail enterprises to go global. Xiamen Sungiven Food, founded in 2011, is a chain enterprise that mainly promotes its own brand products, self-established retail channels and self-controlled supply chain. At present, it has 204 stores of various formats in Xiamen, Shenzhen, Dalian, Quanzhou and Vancouver, Canada (including 179 community fresh supermarkets, 13 convenience stores, 6 fresh vegetable farms and 6 e-commerce storehouses).

Since its establishment, Sungiven Food has adhered to international standards, global selection and the principle of best origin, cooperated with many high-quality Chinese food manufacturers and well-known food manufacturers at home and abroad, and exported thousands of self-branded products to the Americas, Europe, Australia and Japan and other countries and regions through strict international certification or professional food safety testing.

Jiang Zuoliang, CEO of Haidian, believes that "supply chain efficiency is an important part of the core competitiveness of enterprises, which depends on the efficient collaboration with suppliers. Retail enterprises can give full play to their own advantages, make full use of global resources, and realize the global sharing of Chinese manufacturing. In this context, an efficient and agile supplier collaborative management system is essential."

As a benchmark for the development of globalization, Miniso has always been known for its fast uptime, efficient turnover, high quality and low price. Behind all this, it is inseparable from the strong and stable Chinese supply chain. In the production link, Miniso does not build its own factory, its products are purchased from suppliers or commissioned factories for production. With more than 6,000 stores around the world, Miniso can gain greater bargaining power to ensure reliable product quality and cost-effective.

By 2023, Miniso has more than 1,400 ecological partners in the supply chain. How can we efficiently manage such a huge supply chain? The supply chain digital management system is indispensable. Through the information system, Miniso collects the commodity demand of all the stores in the world in real time, and unified procurement, suppliers can check the sales progress in real time, dynamically optimize the production plan, minimize the inventory risk, and ensure the production schedule.

By creating an "efficient flexible supply chain", Miniso can quickly and accurately understand the needs of consumers, and cooperate with suppliers to complete large-scale customized production in the shortest possible time, so as to meet the diversified needs of markets around the world.

In the process of going to sea, the application of science and technology is an important means to enhance the competitiveness of retail enterprises. Only through the digital connection of people and goods yards around the world, can the efficient operation of enterprises be realized. Compared with the single market, the challenges of globalization come from all aspects. How to quickly understand the consumer demand of multinational markets, how to solve the problem of employees using the same system in multiple language environments, how to adapt to the tax policies and customs clearance requirements of various countries, how to realize the business interaction between multinational companies, etc., have become the questions that enterprises must answer in overseas development.

Miniso was established in 2013 and began to enter the overseas market in 2015. At that time, in the information market, there were few service providers that could assist retail enterprises to go overseas. Based on the tacit understanding of cooperation, Miniso chose Heading, its partner for many years, to jointly complete the international transformation of the information system. With the support of Heading, Miniso has established a multi-organization, multi-language, multi-tax, multi-currency digital management system, realized the supply chain innovation, promoted the coordination of production and marketing of the supply chain, further optimized the fine operation of the store, and embarked on the road of rapid development under the globalization strategy.

"The cooperation between Heading and Miniso is a process of mutual achievement and common growth. Heading's globalization solution is also gradually improved in this process and iterated out new content. Now it can perfectly adapt to the digital layout of Chinese retail enterprises going abroad and overseas local customers." Jiang Zuoliang, CEO of Heading, said.

In addition to the Chinese retail enterprises going to sea, there are many overseas Chinese established a large retail group overseas, these enterprises employees and customers have a large part of the Chinese overseas, due to language and operating habits need to meet both domestic and foreign models, it is difficult to find suitable information system, they have set their eyes on the domestic, with Haidian cooperation, Such as Dubai Wensuper - established in 2006, integration of global procurement, farms, logistics, retailers, e-commerce, wholesale and other industries in one large Chinese retail enterprise group, in Dubai has 8000 square self-built distribution center, in the country also has a number of sub-warehouse. In 2020, Wenchao Group reached a strategic cooperation with Heading. Heading tailormade an information system for it to help it achieve multi-channel sales, unified management of multiple formats and multi-warehouse coordination, so that Wenchao Group's business dealings with upstream and downstream and within the group are smoother.

Retail enterprises such as Miniso, Dubai Wenchao and Sungiven Food have shown their unique characteristics and advantages in the process of globalization. The application and development of digital intelligence have played an important role in the globalization strategy of these enterprises. "Through the application of big data, artificial intelligence and other technologies, enterprises can more accurately grasp the market demand, optimize operation management, and enhance brand influence, so as to be in an invincible position in the fierce international competition. Heading will also invest a lot of resources to constantly explore the landing and practice of new technologies, and escort the global development of retail enterprises." Jiang Zuoliang, CEO of Heading, said.

These enterprises are only a microcosm of China's retail industry, it is because of these brave to explore, dare to fight bravely under the tide of globalization, in order to give the world a perfect show of China's economic development strength in the new era, so that China's retail successfully based on the world. In the future, with the continuous progress of technology and the expansion of application scenarios, digital intelligence will play a more important role in the global development of retail enterprises, so that made in China become China's intelligent manufacturing, and help China's retail to achieve sustainable global development.