Wholefield Market is BSC's venture into retail and cross-border supply chains, founded in December 2015. The Chinese name 全界 comes from 全球采·购世界, sourcing from the whole world; the English joins Whole and Field.
From the start it was built around goods chosen from around the world, cross-border trade, physical stores, supply-chain management and shopping that runs online and offline as one. It was positioned as a supermarket of the world's best products, and as a way of serving China's growing new middle class with international goods, experiences and a way of living.
The business is organised as a head company in the Caofeidian Comprehensive Bonded Zone, an operations centre in Beijing, an international trade and supply-chain platform in Tianjin and a cross-border e-commerce platform in Shenzhen's Qianhai, covering global management, store operations nationwide, import buying and cross-border online sales respectively.
On global buying, bonded warehousing, international trade, logistics and information systems, Wholefield imported more than 12,000 lines of food, fresh produce, wine and spirits, mother-and-baby and household goods from over 70 countries and regions, a complete chain from buyer to shelf and screen.
Wholefield marks BSC's move from developing commercial property into running businesses, consumer brands and supply-chain services, and its continuing interest in what fills a commercial space, how it feels to shop there and what the operation is worth.
Brand and idea
The name 全界 comes from 全球采·购世界, sourcing from the whole world, and states the international outlook the brand had from the beginning.
Through goods from around the world, stores worth visiting and a cross-border supply chain, Wholefield set out to give shoppers a wider, more international choice and a way of living, a quality of life for China's new middle class.
Business model
Wholefield combined global buying, international trade, bonded warehousing, physical retail and cross-border e-commerce in one model.
Overseas buying teams and a trade platform sourced the goods; bonded zones and the logistics network cleared, stored and delivered them; stores, online platforms and partner channels reached the customer.
It ran a membership scheme with two price levels, member and retail, and used the link between online and offline to make shopping better and keep customers coming back.
- Brand line
- Sourcing the globe · buying the world
- Business model
- Stores + cross-border e-commerce + a global supply chain
- Core formats
- Imported food / fresh produce / wine and spirits / mother and baby / household / speciality retail / dining
- Operations
- Global sourcing / international trade / bonded warehousing / logistics / cross-border e-commerce / physical retail
- Opened
- May 2016
- Stores
- 2 stores companies
- Retail area
- 7,713.64 m²
