Yi Hua opens first cross-border store
Yi Hua Department Store Holdings has opened its first global cross-border merchandise direct sales experience store – a move it heralds as its new growth focus in the years ahead.
The store is located on the third floor of Yihua Plaza, in Zhongshan City, Guangdong.
“This marks the company’s commencement in full-scale expansion into the cross-border eCommerce sector. Integrating with its brick-and-mortar stores, this truly established an online-to-offline (O2O) business model that utilises its full-fledged sales channels and comprehensive online network for the sale of imported goods,” the company said in a statement today.
Fan Xinpei, CEO executive director of Yi Hua says the directors consider the opening of cross-border merchandise direct sales experience store and the O2O business model with its integration with cross-border eCommerce platform will become the focus of the company’s retail business development in the years ahead.
“Leveraging on the integration with the O2O business model, the company will strive to achieve its target of developing cross-border merchandise direct sales experience chain stores.”
The 5000 sqm store is being opened in two phases – the first phase which began trading last week is 1500 sqm. It is split in two: a cross-border merchandise experience zone and dutiable goods purchase zone. The cross-border merchandise experience zone is purely a showroom.
All merchandise displayed in the zone is not available for onsite pickup. Customers have to place orders and make payments via the Company’s online platform at www.yihua888.com, the company will then deliver the ordered goods that are stored in cross-border bonded warehouses to customers by express delivery.
“Compared to overseas online shopping and purchases through shopping agents, physical samples of imported goods are available at Yi Hua’s cross-border store, and return services guaranteed by the credibility of the company are also provided by our brick-and-mortar stores,” said Xinpei in the statement.
“Customers can return their purchases if any problems are identified with no additional conditions being imposed.”
Yi Hua says such an arrangement eliminates the following concerns:
- Goods are not available for inspection in the case of overseas online shopping and purchases through shopping agents;
- Inconsistency in service standards among shopping platforms;
- Substantial risk posed by informal customs clearance procedures;
- Lack of supervision and control over merchandise;
- Difficulties concerning quality assurance.
In the dutiable goods purchase zone, high-quality goods sourced directly from overseas manufacturers and distributors are offered. The first batch of dutiable goods is sourced from more than 20 countries and regions, such as the US, France, Austria, Denmark, New Zealand, Italy, Spain, Germany, Australia, Turkey, the Philippines, Japan, Korea, Malaysia, Singapore, Hong Kong and Taiwan, with nearly 5000 different items offered.
“Our ability to provide goods in great varieties is mainly attributable to our merchandising resources accumulated over the years in operating the business of the sale of imported food products and organization of merchandise fair with Consulate-Generals in Guangzhou of various countries. The major categories of imported goods are: maternal and child products, food and beverages, fresh and frozen food, nutritional and healthcare products, personal care and cosmetic products, lifestyle products and household goods, footwear and bags, electronics and digital products, gifts and accessories, wine and alcohols. Famous, high-quality and special products that are well-received in domestic and overseas markets are offered,” said Xinpei.
Yi Hua says it will not tolerate any parallel goods, defective goods or counterfeit goods and will sell products of the same quality at the same price as in their respective countries of origin.