Xinyi Technology Co., Ltd. is the largest third-party supply chain service provider in Asia, a 5A-level logistics enterprise in China, and a strategic partner of Alibaba Group. It is the largest warehouse management service provider for Tmall Supermarket and the main operator of Tmall Global's cross-border logistics. Xinyi Technology has wholly owned subsidiaries in 17 countries and regions, providing integrated warehousing and distribution services to numerous Fortune 500 companies and well-known domestic and international enterprises.
Xinyi Technology operates 88 RDC (Regional Distribution Center) across China, covering more than 350 cities nationwide. It has 388 global supply chain networks with over 2 million square meters of managed warehouse space and a daily peak order processing capacity of 40 million items. The company has developed and owns intellectual property for systems like WCS, OMS, WMS, and TMS. It connects online and offline information channels vertically and integrates domestic and international resources horizontally to achieve global logistics. Xinyi Technology taps into the trillion-dollar consumer market daily and has become a leader in the smart warehousing and distribution industry in the age of big data.
Since its establishment in 2004, Xinyi Technology has capitalized on every opportunity for transformation in the retail industry, achieving rapid expansion and growth. The company set a strategic goal to reach 10 billion in revenue by 2020. However, over the past year, with the reshuffling of the logistics market and intensified competition, Xinyi faces the dual challenge of scaling its growth and improving gross profit margins. Additionally, the development of innovative businesses has not met expectations.
To seek sustainable growth, reshape the marketing system, deeply explore the value of the Xinyi brand, activate the organization, and build a team aligned with the 10 billion revenue target has become the company’s top priority. Xinyi Technology engaged Realscheme Marketing Consulting for assistance in this strategic transformation.
After entering the project, the Realscheme marketing consulting team conducted a comprehensive survey of Xinyi’s strategy and marketing system. Through objective evaluation, the findings were clear:
The company’s target market selection was vague.
Product solution capabilities were insufficient.
The organizational structure and employee incentives required improvement.
After detailed discussions, Realscheme helped Xinyi focus its market direction, clearly define target customers, and establish a scientific customer classification and segmentation system, enabling the rational redistribution of company resources. By introducing the "Iron Triangle" market development mechanism, Realscheme helped Xinyi build a product solution system and provided a model and methodology for large customer development. In addition, the marketing process was streamlined, and the Lead-to-Cash (LTC) process was established, allowing the company to develop a scientific sales management system and significantly enhance efficiency. At the same time, Realscheme assisted Xinyi in revising its marketing incentive plan and upgrading talent management and training programs, laying a solid foundation for the company’s future development.
Transformation is difficult and painful, but what Realscheme does for its clients is to help build a company with long-term competitive strength.
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