Sun Muhui, born in 1987 in Shanwei, Guangdong Province, is the general manager of Shenzhen Fengtian Global Supply Chain Co. Ltd. and a seasoned practitioner in cross-border e-commerce.

Sun Muhui is the general manager of Shenzhen Fengtian Global Supply Chain Co. Ltd.

In 2019, he launched a new venture on Zhongying Street in Yantian District, tapping into the emerging retail opportunities created by the integration of online and offline shopping, supported by efficient logistics and a globalized supply chain.

“I decided to open a store on Zhongying Street in 2018, when Yantian began developing the Shatoujiao Shenzhen-Hong Kong International Consumption Cooperation Zone. Located near Yantian Port — with shipping routes connecting to every corner of the world — Zhongying Street also holds the unique advantage of being just across the street from Hong Kong,” Sun explained. He added that the district also provided subsidies and favorable policies to support startups in cross-border commerce.

A physical store on the street proved to be an ideal solution to the challenges faced by both traditional retailers and online sellers.

Through online services, customers who previously had to revisit the brick-and-mortar store can repurchase items easily. Meanwhile, products displayed in-store allow shoppers to verify their authenticity firsthand. Visitors can also try samples of skincare and cosmetics at the shop.

A view of the Zhongying Street.

Sun regularly hosts livestreaming sessions from his store to reach a broader customer base. Once an order is placed, his team at the bonded warehouse arranges for fast and fully traceable delivery.

To reassure customers of the products’ authenticity, Sun collaborates with the Yantian Bonded Area to attach QR code labels to each item, enabling buyers to track customs clearance records.

When Sun first opened his store, it was the only shop on Zhongying Street to also operate online. “At the time, we shipped goods directly from a Hong Kong warehouse, which took about 15 days,” he recalled. Soon, other store owners followed his model and “went fully online.” The district government then stepped in, working with customs, the Zhongying Street Management Bureau, and the bonded zone to streamline the cross-border e-commerce logistics framework.

The Zhongying Street is now lined with domestic and international brand stores, e-commerce experience shops, and time-honored Hong Kong brands.

“Now, our bonded warehouses can dispatch packages on the same day an order is placed,” Sun noted. “Currently, 80% of our revenue comes from online sales.”

Not only have shop owners transformed their business models — Zhongying Street itself has undergone a renewal. Once dominated by snack vendors and shops selling daily necessities like toilet paper and soap, the street is now lined with domestic and international brand stores, e-commerce experience shops, and time-honored Hong Kong brands.

Sun’s company has also contributed to establishing a brand exhibition center, which serves as a testing ground for Hong Kong and international brands looking to establish a presence on Zhongying Street.

With the influx of new brands, Zhongying Street is offering visitors fresh shopping experiences and injecting new momentum into Yantian’s cross-border e-commerce sector.