Name

Bianlifeng

Legal name

北京便利蜂连锁商业有限公司

Website

https://bianlifeng.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Bianlifeng (便利蜂) operates 1,000+ technology-driven 24-hour convenience stores across seven major Chinese cities, serving urban residents and commuters with daily necessities, fresh prepared meals, beverages, and delivery, supported by self-checkout, electronic shelf labels, an in-house app, and unmanned smart-vending cabinets.

Ownership category

akta.pro rank

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Retail Merchandise Sales: Revenue from selling daily necessities, snacks, beverages, and consumer goods through physical convenience stores. Core revenue stream from in-store purchases of packaged goods and items.
2. Fresh Food and Prepared Meals: Revenue from freshly prepared foods including hot meals, bento boxes, rice bowls, sandwiches, and onigiri. One of the primary revenue drivers with high foot traffic conversion.
3. Delivery and Takeout Services: Revenue from food delivery orders placed through the Bianlifeng app, mini-program, and third-party delivery platforms. Includes contactless delivery service launched during COVID-19.
4. Gift Cards (便利蜂卡): Prepaid gift cards sold as PVC physical cards and virtual e-cards through the app. Cards have denominations up to 1,000 RMB with 3-year validity.
5. Smart Vending Operations (蜂小柜): Revenue from unmanned smart vending cabinets positioned in various locations, providing round-the-clock retail access.
6. Bumianhai Store-within-Store: Coffee, milk tea, and fruit beverage offerings under the Bumianhai brand, operated as a store-within-store format within Bianlifeng locations.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Bianlifeng operates a chain of 24-hour technology-driven convenience stores in major Chinese cities selling daily necessities, freshly prepared hot meals and bento boxes, snacks, beverages, and coffee. Stores are equipped with self-checkout systems, electronic price tags, self-service freshly ground coffee machines, and digital supply chain management. The integrated offering extends to a mobile app, WeChat mini-program, smart vending cabinets (Blibox/蜂小柜), and delivery services for both in-store merchandise and prepared food.

Differentiator

Problem solved

Functional benefit

Brands

• 不眠海: A chain beverage brand introduced by Bianlifeng as an in-store shop format, offering coffee, milk tea, and fruit drinks.
• 蜂小柜
• 便利蜂卡
• 蜂质选

Products and services

• Bianlifeng Convenience Store Chain (便利蜂门店) Network of 1,000+ 24-hour technology-driven convenience stores operating across 7 major Chinese cities, selling daily necessities, freshly prepared hot meals and bento boxes, snacks, beverages, and coffee. Stores feature self-checkout, electronic price tags, and self-service freshly ground coffee machines.
• Bianlifeng Gift Card (便利蜂卡) Prepaid gift card product available as physical PVC/magnetic stripe cards or virtual electronic cards. Cards can be redeemed at Bianlifeng stores, online shop, and smart vending cabinets, with a maximum value of 1,000 RMB and 3-year validity from purchase date.
• Blibox Smart Vending Cabinets (蜂小柜) Smart vending cabinet/locker system that enables automated unmanned retail of products, extending Bianlifeng convenience store services to locations and hours beyond traditional brick-and-mortar stores.
• Bumianhai (不眠海) - Chain Beverage Brand Chain beverage brand operating as a store-within-store format inside Bianlifeng convenience stores, offering freshly prepared coffee, milk tea, and fruit beverages.
• Bianlifeng Mobile App (便利蜂APP) Mobile application for iOS and Android providing in-store shopping without queuing, super member benefits, store locator, online ordering, gift card management, and contactless delivery options.
• Bianlifeng Delivery Service (便利蜂外卖) Delivery service enabling customers to order convenience store products and freshly prepared food via the Bianlifeng app, WeChat mini-program, and third-party delivery platforms, with contactless delivery options.

Quantifiable outcome

• 1,000+ stores serving major urban areas
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• One Foundation (壹基金)minorStrategic or Co-development Partner · 1 June 2022Bianlifeng collaborates with One Foundation on charity projects including the 'Life Shines with Love' (生活因爱而闪光) program in December 2021 and the 'Share Joy Forever Childlike Heart' (蜂享乐不停 童心永不泯) project in June 2022.
• Aiyou Charity Foundation (爱佑慈善基金会)minorStrategic or Co-development Partner · 1 June 2022Bianlifeng partnered with Aiyou Charity Foundation as part of the June 2022 joint charity initiative focused on children's welfare.
• Major Beverage Brands (蒙牛, 百事可乐, 康师傅, 统一, 三得利, 亿滋, 元气森林, 农夫山泉)coreGTM or Marketing Partner · 1 June 2022During the 717蜂享节 promotions, Bianlifeng partners with major consumer brands including dairy (蒙牛), beverages (百事可乐, 三得利, 元气森林, 农夫山泉), instant food (康师傅, 统一), and snacks (亿滋) to offer promotional pricing on hundreds of products across its stores.
• Tianjin Bureau of Commerce (天津市商务局)minorOthers · 1 January 2022Tianjin Bureau of Commerce sent a letter of appreciation to Bianlifeng recognizing its pandemic response and supply stability efforts during the January 2022 Tianjin outbreak.
• China Siyuan Foundation for Poverty Alleviation (中华思源工程扶贫基金会)coreStrategic or Co-development Partner · 1 July 2021Bianlifeng partnered with China Siyuan Foundation as its annual charity partner starting May 2021. The partnership encompasses multiple social welfare projects including disaster relief (Zhengzhou flood relief in July 2021), poverty alleviation, non-material cultural heritage protection, and rural children's welfare programs. Bianlifeng utilizes its 2,000+ store network to broadcast charity appeals and organize fundraising activities.
• Bumianhai (不眠海)coreStrategic or Co-development Partner · 1 May 2021Bumianhai, a chain beverage brand offering coffee, milk tea, and fruit drinks, was introduced into Bianlifeng stores as a store-within-store format starting May 2019. This partnership expanded Bianlifeng's beverage offerings and service capabilities.
• Jiuzhou Tong (九州通)minorImplementation/ SI/ Consulting Partner · 1 February 2020Jiuzhou Tong assisted with logistics and distribution of donations during the Wuhan COVID-19 outbreak in February 2020. Bianlifeng donated 400 care packages to local communities and援鄂 medical teams, with Jiuzhou Tong handling last-mile delivery within Wuhan.

Scale indicators5 records

Direct peers

• Quanjia Convenience (全家): Quanjia is the Chinese operating brand of FamilyMart, one of the largest convenience store chains in China with thousands of stores. Direct competitor in the urban convenience retail category with similar product mix and 24-hour operations.
• 7-Eleven (China): 7-Eleven operates the largest convenience store chain in China through a master franchise with various regional partners. Directly comparable to Bianlifeng as a 24-hour convenience retailer serving urban consumers with daily necessities, prepared foods, and beverages.
• Meiyijia (美宜佳): Meiyijia is one of China's largest domestic convenience store chains with over 30,000 stores, primarily in southern China. While geographically complementary, it competes in the same convenience retail category and represents a similar scale of Chinese-domestic chain operator.
• Today Convenience Store (today便利店): Today Convenience Store is a domestic Chinese convenience chain backed by Alibaba, operating in Wuhan and other cities. A directly comparable convenience retail competitor with similar urban focus and digital integration.
• Lawson (China): Lawson operates hundreds of convenience stores in China, particularly in Shanghai, Beijing, and other tier-1 cities. Directly competes with Bianlifeng in the urban convenience retail space with similar 24-hour operations, fresh food offerings, and digital payment integration.
• Alldays (全时): Alldays was a major Chinese convenience store chain operating primarily in Beijing and other tier-1 cities before facing operational difficulties. A direct historical peer in the urban Chinese convenience retail space.
• Easy Joy (易捷): Easy Joy is Sinopec's convenience store chain operating tens of thousands of locations across China. A direct competitor in convenience retail at massive scale, though primarily leveraging gas station traffic rather than dense urban locations like Bianlifeng.
• FamilyMart (全家 / Quanjia): FamilyMart (operating as 全家 in China) is one of the largest convenience store chains in China with thousands of locations. Directly competes with Bianlifeng on 24-hour service, prepared meals, and urban consumer targeting in overlapping geographies.

Broad incumbents

• Hema (盒马鲜生): Hema is Alibaba's new retail grocery chain combining physical stores with app-based delivery and digital integration. While larger-format and broader in offering, it overlaps with Bianlifeng on fresh food, prepared meals, urban locations, and integrated online-offline retail technology.

Emerging players

• Luckin Coffee (瑞幸咖啡): While primarily a coffee chain, Luckin overlaps with Bianlifeng on urban Chinese retail, technology-driven operations (app-based ordering, self-service pickup), and prepared beverages. Comparable on the technology-enabled rapid scaling of physical retail locations in Chinese cities.

Market position

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bianlifeng