Bailian Group Co

What Bailian Group Co does

Bailian Group Co., Ltd. (百联集团有限公司) is a Shanghai-based state-owned commercial retail enterprise that operates BL.COM (百联网上商城) as its omni-channel e-commerce platform, integrating 4000+ physical stores across 6+ retail formats (department stores, supermarkets, pharmacies, outlets, specialty stores) with online marketplace, mobile app (i百联), cloud stores (云店), same-city home delivery from nearly 500 supermarkets, and an OK Card prepaid membership and loyalty system. Underlying technology consists of a unified member and CRM system that consolidated 26 previously independent loyalty programs into a single 7M+ member base with cross-channel points redemption, an aggregated payment platform providing T+0 real-time settlement across 1,422 stores (operated via the 安付宝/Safepass subsidiary), and specialized pharmacy and medical-device e-commerce infrastructure backed by regulatory filings.

The company generates revenue through a mix of streams: marketplace commissions and direct retail on BL.COM, payment processing fees from the aggregated payment infrastructure, subscription/recurring revenue from the OK Card membership program, and transaction-based revenue from the ECP enterprise procurement platform serving government and corporate customers. Primary customers are individual consumers in Shanghai and the Yangtze River Delta shopping across 20+ categories (fresh food, groceries, beauty, electronics, home appliances, mother & baby, health supplements, pharmaceuticals), supplemented by enterprise and government buyers using the B2B ECP platform for employee benefits and procurement. Go-to-market is product-led and omni-channel, with precision marketing via WeChat (official account and mini program), the mobile app, the BL.COM website, and offline store campaigns producing documented campaign results including 90%+ coupon redemption rates, 38x ROI, and 74M RMB in single-day sales during promotional events.

Name

Bailian Group Co

Legal name

百联集团有限公司

Website

https://bl.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Bailian Group Co is a Shanghai-based state-owned retail enterprise operating the BL.COM omni-channel e-commerce platform, integrating 4,000+ physical stores with online marketplace, mobile app, cloud stores, and home delivery to serve individual consumers and government/enterprise procurement customers across 20+ product categories.

Ownership category

akta.pro rank

Product category

Multi-format Retail Services

NAICS

Grocery and Convenience Retailers (4451), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Health and Personal Care Retailers (456)

SIC

Retail-Misc General Merchandise Stores (5399), Retail-Convenience Stores (5412), Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)

akta.pro secondary industries

Grocery & Convenience Delivery Platforms (BPAMAHAC), General Online Grocery (Full-Basket) (CRAHAIAA)

Keywords

• Omni-channel retail
• Consumer goods marketplace
• Online grocery platform
• Enterprise procurement services
• Prepaid gift cards

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales Commission: Marketplace commission from third-party sellers on BL.COM platform plus direct retail of products through owned inventory model
2. Payment Processing: T+0 real-time payment settlement services for merchants with aggregated payment solutions
3. Membership Services: OK Card membership program with points accumulation and redemption across 4000+ physical and online stores
4. B2B Enterprise Procurement: ECP platform serving government and enterprise procurement needs with employee benefits and corporate gift card solutions

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Bailian Group operates the BL.COM omni-channel e-commerce platform and an integrated network of 4,000+ physical retail stores across department stores, supermarkets (Lianhua), pharmacies (First Pharmacy), and specialty formats in Shanghai. The platform offers 20+ product categories including fresh food, groceries, beauty care, electronics, home appliances, mother & baby, healthcare, and apparel, supplemented by home delivery (1-hour from ~500 supermarkets), mobile app, gift cards, aggregated payment services, unified membership, and a B2B enterprise procurement platform (ECP).

Product overview

Bailian Group operates BL.COM as a comprehensive omni-channel e-commerce platform offering a full-range marketplace spanning fresh food, groceries, beauty/personal care, electronics, home appliances, mother & baby products, nutrition/health supplements, home furnishings, fashion, bags/jewelry, sports/outdoor, and auto supplies. The platform integrates physical retail with digital commerce through services including the i百联 mobile app, 云店 (cloud stores), 百联到家 (home delivery from 500+ supermarkets), 聚合支付 (aggregated payment), 会员/CRM system, and 百联卡 gift cards. A specialized vertical includes 第一医药 (First Pharmacy) for pharmaceutical and medical products. The ecosystem also supports utility bill payments and serves enterprise customers through the ECP business procurement platform.

Differentiator

Problem solved

Functional benefit

Brands

• 百联卡 (Bailian Card): Prepaid gift card for purchases on BL.COM and partner stores within the Bailian retail network.
• 百联到家 (Bailian Home Delivery)
• 云店 (Cloud Store)
• 人人惠 (Renrenhui)
• RISO未来店 (RISO Future Store)

Products and services

• BL.COM (百联网上商城) Bailian Group's omni-channel e-commerce platform/marketplace offering 20+ product categories (fresh food, groceries, beauty care, electronics, home appliances, mother & baby, healthcare, apparel, etc.) to individual consumers across Shanghai, with integrated membership, payment and home-delivery services.
• 百联卡 (Bailian Gift Card) Prepaid gift card product allowing consumers to purchase and use across all Bailian Group stores and online platforms, available in variants including New Classic Card, Birthday Card, and Thanksgiving Card.
• 充值缴费服务 (Bill Payment & Recharge Service) Utility bill-payment and mobile-recharge service accessible via the BL.COM jiaofei portal, supporting water, electricity, gas, fixed-line/broadband, cable TV and mobile phone top-up for individual consumers.
• 百联到家 (Bailian Home Delivery Service) Same-day, same-city delivery service connecting nearly 500 Bailian supermarkets to Shanghai consumers for delivery of fresh food and daily necessities within 1 hour.
• 第一医药网上商城 (First Pharmacy Online Store) Online pharmacy operated under Bailian's First Pharmacy (第一医药) brand, offering OTC drugs, traditional Chinese medicine, medical devices, and health supplements through a licensed third-party pharmaceutical e-commerce platform on BL.COM.
• ECP企业伙伴全通方案 (Enterprise Commerce Platform) B2B enterprise commerce platform serving government and corporate customers, handling employee benefit distribution, corporate gift cards, and procurement needs under multi-year contracts with custom pricing and points integration across partner network.
• 未来店RISO (RISO Future Store) Future-oriented retail store concept focused on business-district and community ecosystems, extending lifestyle scenarios including internet + light dining, flowers, and health services; flagship operates a 3,200 sqm store in Pudong.

Quantifiable outcome

• 90%+ coupon redemption rate during omni-channel marketing campaigns
• +5 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• 第一百货 (First Department Store)coreChannel Partner/ Reseller/ DistributorInternal Bailian Group brand operating under the unified new retail ecosystem. Partnered for omni-channel integration with membership, payment, and marketing systems shared across group companies.
• 八佰伴 (Huaihai)coreChannel Partner/ Reseller/ DistributorMajor department store brand within Bailian Group new retail network. Integrated into unified member system and cloud store platform for enhanced customer service.
• 东方商厦 (Oriental Commerce)coreChannel Partner/ Reseller/ DistributorBailian Group department store brand participating in omni-channel ecosystem with shared CRM, payment aggregation, and marketing solutions.
• 联华超市 (Lianhua Supermarket)coreChannel Partner/ Reseller/ DistributorSupermarket chain integrated into home delivery network with nearly 500 stores providing 1-hour delivery service. Connected to aggregated payment system.
• 百联世纪 (Bailian Century)coreChannel Partner/ Reseller/ DistributorBailian Group retail brand operating within new retail ecosystem with access to unified member management and cloud store technology.
• 世博源 (World Expo Source)minorChannel Partner/ Reseller/ DistributorShopping destination within Bailian Group network, integrated into omni-channel marketing campaigns and member benefits program.
• 青浦奥莱 (Qingpu Outlets)minorChannel Partner/ Reseller/ DistributorOutlet mall operated by Bailian Group, participating in new retail initiatives with integrated membership and promotional campaigns.
• 百联大众 (Bailian Volkswagen)minorChannel Partner/ Reseller/ DistributorAutomobile-related retail business under Bailian Group, integrated into loyalty program and member ecosystem.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Alibaba (Tmall/Taobao): China's largest e-commerce incumbent operating Tmall and Taobao marketplaces with national scale, advanced logistics (Cainiao), and integrated payments (Alipay). Broadly competes with Bailian's online marketplace while lacking comparable physical store density in Shanghai.
• JD.com (京东): Major Chinese direct-retail e-commerce platform with owned inventory model and proprietary nationwide logistics network including JD Daojia on-demand delivery. Competes with Bailian in online grocery and electronics while operating at far larger national scale.
• Carrefour China (家乐福中国): Traditional hypermarket incumbent operating physical supermarkets in China. Comparable broad-assortment grocery retail model, though now under domestic ownership and undergoing digital transformation similar to Bailian's new-retail pivot.
• Walmart China (沃尔玛中国): Global incumbent operating hypermarkets and Sam's Club membership warehouses across China. Comparable to Bailian's supermarket and membership-card retail formats, with growing digital integration but without Bailian's integrated e-commerce marketplace ownership.

Emerging players

• Meituan (美团): China's leading on-demand local services and delivery platform with rapidly growing instant-retail (Meituan Shangou) grocery delivery. Competes with Bailian's 1-hour home delivery service through national-scale rider network and merchant partnerships.
• Pinduoduo (拼多多): China's leading value e-commerce platform with social commerce and group-buying features. Competes with Bailian's BL.COM marketplace on price-sensitive categories and increasingly in grocery, while bringing differentiated digital marketing capabilities.

Direct peers

• Sam's Club China (山姆会员店): Membership-warehouse retail format operated by Walmart in China with strong e-commerce and same-day delivery integration in Shanghai. Closely comparable to Bailian's OK Card membership, prepaid card, and warehouse-style grocery retail model.
• Yonghui Superstores (永辉超市): Major Chinese supermarket chain with strong fresh-food positioning and growing digital and home-delivery capabilities. Directly comparable to Bailian's supermarket-led grocery and fresh-food retail operations across multiple Chinese cities.
• Suning.com (苏宁易购): China's most direct omni-channel retail peer with a comparable model of large physical store network integrated with an online marketplace, mobile app, and home delivery, headquartered in a similar major Chinese city. Both operate unified membership systems spanning multiple retail formats and have pursued new-retail transformation strategies.
• Hema (Freshippo / 盒马): Alibaba's new-retail grocery concept combining physical stores with online ordering and 30-minute delivery. Most direct competitor to Bailian's home-delivery-from-supermarket model in Shanghai, with strong technology stack and integrated payment via Alipay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bailian-ecommerce

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Bailian Group Co