Driving Cross-Format Growth with a Digital Intelligence Engine
| Client Overview
Founded in 1997, Yinchuan Xinhua Department Store Group Co., Ltd. is a retail-driven enterprise with three core businesses: retail operations, logistics, and commercial property leasing. Its retail formats include department stores, shopping centers, chain supermarkets, and appliance & telecom stores, making it the largest retail enterprise in Ningxia. Xinhua has been repeatedly recognized as one of the “Top 100 Chinese Chain Enterprises” and “Trusted Enterprises of Ningxia.”
As of August 2025, the Group operates 343 stores, including 12 department stores and shopping centers, 245 chain supermarkets, and 86 appliance and telecom stores, with total revenue reaching ¥32.54B during the reporting period.
| Collaboration Background
As a regional retail leader, Xinhua has long been committed to enhancing consumer experience and driving retail digitalization. In 2017, Xinhua partnered with DMALL to pioneer new retail by integrating online and offline operations. The initial focus was on building a unified membership system and launching an e-commerce platform, alongside innovations such as instant payment and self-checkout. Over the years, DMALL has become the backbone of Xinhua’s transformation. By July 2025, the Xinhua-DMALL app had accumulated over 9 million members, with 70% of all orders coming from members, laying a strong foundation for future collaboration.
| Co-Creation Journey
1、Supermarket Transformation: Redefining Customer Reach
Online: In 2017, Xinhua launched a digital membership program on the DMALL app, upgrading physical cards into electronic ones. With points and benefits managed online, the program drove stronger engagement and rapid online growth.
Offline: Xinhua introduced “instant pay” and “self-checkout” to ease in-store queues, making shopping faster and more convenient while raising customer satisfaction.
2、Membership Integration Across Formats
Unified Mall: Building on the supermarket’s O2O foundation, Xinhua extended its digital mall to department stores, appliance outlets, and local lifestyle services, creating a one-stop entry for members.
Shared Benefits: A unified loyalty program allows points and coupons to be redeemed across formats, improving the coupon experience and encouraging cross-traffic between businesses.
Precision Marketing: Using lifecycle tags such as price sensitivity and category preference, Xinhua delivers tailored engagement strategies to different customer segments.
3、Innovative Marketing for Scalable Growth
Premium Membership: A deep membership model with exclusive privileges that strengthen engagement and loyalty.
Omnichannel Marketing Hub: Integrated with Douyin (TikTok) local services, enabling seamless online coupon sales and in-store redemption.
| Co-Creation Results
1、Strong Online Growth in Supermarkets
By August 2025, member orders made through the DMALL app accounted for 70% of total supermarket sales. Home delivery has shifted from a supporting channel to a key growth engine, contributing 13% of daily sales and surging to 20–30% during major promotions.
2、Synergies Across Three Formats
Membership integration is unlocking significant cross-format value. By July 2025, the member base exceeded 9 million, with 1.2 million monthly active users and 120,000 daily online shoppers. Since launch three years ago, department store GMV has totaled ¥29.07M and appliance GMV ¥24.09M (22,003 orders), fueling steady profit growth for the Group.
3、Innovation Engine in Full Swing
Premium members: Representing just 0.37% of users, they generated ¥23.34M in spending from January to August 2025. Their average repurchase rate reached 14.96 times, which is 4.9 times higher than regular members.
Douyin (TikTok) Coupon Redemption: By August 25, 2025, a total of 305,806 coupons had been sold, with redemptions reaching ¥41.28M, reflecting steadily rising efficiency.
*Data based on actual results reported by Dmall clients.
