Rainbow Department Store
Rainbow Department Store (天虹) is a publicly-listed Chinese omnichannel retailer operating 100+ shopping centers, department stores, supermarkets, and high-end Junshang stores across 8 provinces, serving 48M+ digital members through physical and digital channels with proprietary AI and supply chain capabilities.
- Company typePublic
- Founded1984
- HeadquartersShenzhen, China
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Rainbow Department Store does
Rainbow Department Store (天虹数科商业股份有限公司), publicly listed on Shenzhen Stock Exchange (stock code 002419), is a Chinese multi-format retail enterprise headquartered in Shenzhen, founded in 1984 as China's first Sino-foreign joint venture retail chain. The company rebranded in 2020 to Tianhong Digital Commercial Co., Ltd., signaling a strategic pivot toward digital transformation. It operates 100+ large stores across 8 provinces and 33 cities in three core formats: shopping centers and department stores (42 stores at original count), sp@ce supermarkets (mid-to-high-end experiential format), and the Junshang high-end brand. The company targets family-oriented consumers, mid-to-high-end supermarket shoppers, and high-end retail customers through a 'to-store + to-home' (到店+到家) omnichannel service model.
The company's core technology stack includes the Bailingniao AI large model (百灵鸟AI大模型), the xPilot AI store execution assistant (deployed with Microsoft and Hanshow), the Smart Employment APP enabling task-based gig workforce management, an integrated digital member system with 48M+ registered members, and a 125,000 sqm automated warehouse in Dongguan. The company's 2019-established technology subsidiary Lingzhi Digital Technology (灵智数科) provides full-chain digital retail solutions to 500+ enterprise clients including Yongjun, Watsons, Shenzhen Metro Commercial, and Wanzhou Xianlebu. The company has achieved 347.52亿 CNY (~$5.4B USD) in 2021 revenue, ranking 3rd in the Guangdong Chain Top 100, with online sales and digital services revenue exceeding 5.7 billion CNY.
The business model combines physical retail sales (primary revenue stream), commercial property rental income, technology services output through Lingzhi Digital Technology, and platform services revenue through the APP/mini-program ecosystem. Distribution channels include 100+ physical stores, the Tianhong APP, WeChat and Alipay mini-programs, Meituan Flash Purchase, Douyin Local Life, and Alipay Local Life. Strategic partnerships span Microsoft (Azure/Fabric for xPilot), Huawei (Ascend compute for Bailingniao AI), Tencent (Smart Retail Lab), CCFA (industry research), and Meituan (drone delivery and flash purchase). Direct supply chain integration covers 23 provinces/58 cities domestically and 30+ countries internationally, with 80% of sp@ce fresh produce sourced directly from base.
Rainbow Department Store firmographics
Firmographics- Name
- Rainbow Department Store
- Legal name
- 天虹数科商业股份有限公司
- Website
- https://rainbow.cn
- Company type
- Public
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Rainbow Department Store (天虹) is a publicly-listed Chinese omnichannel retailer operating 100+ shopping centers, department stores, supermarkets, and high-end Junshang stores across 8 provinces, serving 48M+ digital members through physical and digital channels with proprietary AI and supply chain capabilities.
- Ownership category
- akta.pro rank
Rainbow Department Store industry classification
Industry- Product category
- Department Store Retail
- NAICS
- Department Stores (4551), General Merchandise Retailers (455), Department Stores (455110)
- SIC
- Retail-Department Stores (5311), Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Regional Department Stores (Omnichannel / Digital-First Regional Players) (CRAGAFAJ)
Keywords
Where Rainbow Department Store is headquartered
LocationHeadquarters
- HQ city
- Shenzhen
- HQ country
- China
- HQ region
- Asia
Offices8 records
Markets served
Rainbow Department Store business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 实体零售销售: 通过购物中心、百货、超市等多种实体零售业态销售商品，是公司最主要的收入来源。2021年实现347.52亿元营收规模。
- 技术服务输出: 天虹旗下科技子公司灵智数科为国内外多家500强企业及大型连锁公司提供全链路、全场景数字化产品服务，被评为国家高新技术企业、深圳市'专精特新'企业。
- 商业地产租赁: 天虹通过经营商业物业获取租赁收入，包括购物中心和百货商场的店铺租赁。
- 平台服务收入: 通过天虹APP、微信小程序等数字化平台提供线上购物、专柜到家等服务获取收入。
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 购物中心/百货/超市多业态商品销售 |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels10 records
Rainbow Department Store product offering
Product offeringCore offering
Rainbow Department Store (Tianhong Digital Commercial Co., Ltd.) operates a multi-format retail chain spanning shopping centers, department stores, sp@ce supermarkets, and the high-end Junshang brand across 100+ stores in 8 provinces and 33 cities in China. The company runs an online-offline integrated omnichannel retail platform combining physical storefronts with the Tianhong APP, mini-programs, and partnerships with third-party instant retail platforms (Meituan, Douyin, Alipay). Revenue is primarily generated through direct retail sales of consumer goods, supplemented by commercial property rental, membership-based digital services, and B2B digital retail technology solutions provided by its subsidiary Lingzhi Digital Technology.
Product overview
Rainbow Department Store (天虹数科商业股份有限公司, stock code 002419) operates a multi-format retail ecosystem spanning shopping centers, department stores, supermarkets (sp@ce), and high-end Junshang brand. The company has transitioned from traditional retail to an '线上线下一体化的本地化消费服务平台' (online-offline integrated localized consumption service platform). Technology subsidiary Lingzhi Digital Technology provides digital solutions to enterprise clients. Key products include sp@ce天虹超市3.0 (premium supermarket format), 百灵鸟AI大模型 (retail AI platform), 智能用工APP (smart employment platform), and xPilot AI assistant. The company serves 48+ million digital members across stores in 8 provinces, with digital services contributing over 5.7 billion RMB in annual revenue.
Differentiator
Problem solved
Functional benefit
Brands
- 君尚 (Junshang): High-end commercial retail brand under Tianhong, operating premium shopping centers in Shenzhen, Dongguan, Huizhou, Ganzhou and other cities.
- sp@ce
- 小虹人Mini Card
- 灵智数科
Products and services
- sp@ce Tianhong Supermarket 3.0 (sp@ce天虹超市3.0) Premium supermarket format combining nine themed zones (flower shop, bakery,烟火市集, etc.), nearly 1000 quality goods at 15-25% lower prices than market, AI-powered retail exploration, and integrated digital services. Targets mid-to-high income family consumers seeking quality, digital, experiential grocery shopping.
- Bailingniao AI Large Model (百灵鸟AI大模型) Retail-industry vertical large language model developed by Tianhong and Lingzhi Digital Technology. Powers digital employee systems, Ask AI for HR/operations queries, customer voice analysis, AI shopping guide, and AIGC intelligent design platform for personalized marketing and store operations.
- xPilot AI Store Execution Assistant AI-powered real-time store execution assistant built on Microsoft Azure and Microsoft Fabric using digital twin technology. Integrates smart shelves, smart carts, in-store robots, and IoT device data to provide shelf availability monitoring, planogram compliance checking, and operational alerts.
- Smart Employment APP (智能用工APP) Internal workforce management platform enabling task-based employment model where workers pick up shifts based on personal schedule and skills. Deployed across Tianhong's national supermarket operations and provided to other enterprises to enable flexible labor allocation.
- Tianhong Automated Warehouse (天虹自动化仓库) Automated logistics center in Dongguan Dalang covering 125,000 sqm with 71,000 sqm automated warehouse. Features AS/RS automation, DPS electronic labeling, high-speed sorting machines achieving 20,000 pieces/day throughput and 10,000 pieces/hour sorting capacity.
- Lingzhi Digital Technology (灵智数科) Tianhong's technology subsidiary providing full-chain, full-scenario digital retail solutions to enterprise clients including Yongwang, Watsons, Shenzhen Metro Commercial, and other Fortune 500 companies. Recognized as National High-Tech Enterprise with 500+ tech talent.
- Junshang (君尚) Premium Retail Brand High-end commercial retail brand under Tianhong with premium positioning featuring luxury cosmetics, international brands, and exclusive shopping experiences including private concierge services. Operates premium shopping centers in Shenzhen, Dongguan, Huizhou, Ganzhou, and other cities.
- Aobaice Pet Food (奥百思宠粮) Tianhong's proprietary pet food brand with quality certifications (HACCP, BRC, ISO22000). Targets premium pet nutrition market with safety-focused formulations.
- Little Rainbow Person Mini Card (小虹人Mini Card) Children's membership program for children aged 12 and under. Provides exclusive benefits including birthday surprises, priority event access, and a 'growth savings book' for collecting stamps from activities to exchange for gifts.
- Tianhong APP and Mini Program (天虹APP/小程序) Tianhong's omnichannel digital platform offering department store home delivery, supermarket delivery, smart parking, and rapid points accumulation. Supports online and offline integrated retail services with shopping center, department store, and supermarket features.
Quantifiable outcome
- 2021年营收347.52亿元，位列广东连锁TOP100榜单第3位
- +4 more outcomes
Companies that use Rainbow Department Store
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles5 records
Rainbow Department Store technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability10 records
Feature4 records
Rainbow Department Store partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered 核心, 重要 and 一般.
- Hanshow核心天虹与Hanshow合作，作为中国首批零售商部署xPilot AI助手。该解决方案基于Microsoft Azure和Microsoft Fabric构建，整合智能货架、智能购物车、店内机器人和IoT设备数据，为天虹提供实时可见性，包括货架可用性监控、平面图合规检查和运营警报等功能。
- Microsoft核心Microsoft通过Azure云平台和Microsoft Fabric数据平台为Hanshow xPilot解决方案提供技术支持，使天虹能够将传感器数据与零售商业务数据统一，实现AI驱动的实时决策。
- 华为核心华为作为百灵鸟AI大模型的技术合作伙伴，基于华为昇腾算力底座为天虹AI大模型提供支持。同时，天虹与华为成立'智慧零售样板点'，共同探索智慧零售创新。
- 浙江大学管理学院重要天虹股份与灵智数科携手浙江大学管理学院共建'智慧零售联合实验室'，利用产学研深度融合的商业新模式，探索智能营销策略、人工智能、数据驱动和产业链创新等课题。
- 万商俱乐部一般百灵鸟AI大模型发布会上，万商俱乐部创始人杨泽轩等嘉宾共同见证，双方将共同探索AI+零售的无限可能。
- 美团闪购核心天虹超市与美团闪购正式达成合作，天虹超市全国超百家门店全量上线美团，为消费者提供'线上下单、门店发货、最快半小时到家'的即时零售服务。
- 美团无人机重要天虹与美团无人机达成战略合作，以深圳天虹龙华购物中心为起点，共同探索无人机配送'万物到家'模式。新航线于8月21日正式开通，配送商品除日常餐食饮料外，还包括快消、美妆等零售商品，为商圈周边居民提供半径'3公里15分钟'万物到家的服务体验。
- 泸州老窖重要天虹与泸州老窖商超卖场商贸股份公司签订战略合作框架协议，双方将在线上线下全渠道销售、供应链整合等方面加强合作。天虹拥有3600万数字化会员，泸州老窖品牌在天虹超市全国门店全渠道销售，将进一步发展双方的规模优势、资源优势、渠道优势。
- 中国连锁经营协会(CCFA)重要天虹与CCFA中国零售技术创新中心携手成立'天虹实验室'，通过行业专家组成的权威智库机构，对天虹先进零售技术和应用门店进行推广，帮助和促进行业运营效率提升。
- 抖音核心天虹成为探索抖音本地生活的第一家购百企业，开辟了零售业态直播售券的新模式。2021年11月首次合作，常兴天虹百货券销售额达63.4万，带动引流销售134万。2022年抖音GMV达1.3亿元。
- 支付宝重要天虹与支付宝本地生活合作，拓展公域流量。天虹在支付宝本地生活成功经验的基础上，未来将进一步打通美团等公域平台，构建线上线下一体化的本地生活服务生态。
- 腾讯核心天虹与腾讯联合成立'智能零售实验室'，以天虹多年积累的行业智慧与数字化实践经验为基础，结合腾讯强大的数据、技术能力和多维生态平台，共同探索数字技术在零售行业的全场景应用。
Scale indicators14 records
Recent moves28 records
Expansion highlights6 records
Rainbow Department Store competitors and assessment
Company assessmentBroad incumbents
- Suning.com (苏宁易购): Large Chinese omnichannel retailer spanning department stores, electronics, e-commerce, and logistics. Comparable in scale and omnichannel ambition, though broader in category mix — a useful benchmark for the upper bound of Tianhong's possible national expansion.
Direct peers
- CR Vanguard (华润万家): China Resources' mass-market retail arm operating department stores, supermarkets, and convenience stores nationwide. Comparable multi-format retail platform with deeper national reach, representing the larger-scale competitor Tianhong benchmarks against.
- Wangfujing Group (王府井): One of China's largest department store chains with a national footprint across shopping centers, department stores, and outlets. Closest direct comparable to Tianhong in business model, omnichannel strategy, and department-store-plus-mall format.
- Yonghui Superstores (永辉超市): Large Chinese supermarket chain that has also been repositioning toward digital and community-store formats. Closely comparable to Tianhong's sp@ce supermarket business and omnichannel member model; Tianhong's Lingzhi subsidiary even provides digital services to Yonghui.
- Sun Art Retail (高鑫零售 / RT-Mart + Auchan): Alibaba-backed hypermarket operator in China. Comparable in supermarket-format scale and digital transformation roadmap, including fresh-product sourcing and online-offline integration.
- Better Life Commercial (步步高): Regional multi-format retailer (department stores + supermarkets) operating across central and southern China with an omnichannel strategy. Closely comparable in geographic mix and format portfolio to Tianhong.
- Lianhua Supermarket (联华超市): Large Chinese supermarket chain with a hybrid department-store/supermarket footprint. Comparable in scale and omnichannel trajectory, and a peer for supply-chain and store-format benchmarking.
Regional players
- Chongqing Department Store (重庆百货): Southwest-China multi-format retailer operating department stores, supermarkets, and electrical appliance chains. Comparable as a regional incumbent pursuing omnichannel and membership-driven retail similar to Tianhong.
- Wushang Group (武商集团): Regional department store and shopping center operator based in Hubei with multi-format retail and shopping mall assets. Comparable as a regional multi-format retail peer, though primarily in central China.
Emerging players
- Freshippo / Hema (盒马鲜生, Alibaba): Alibaba's premium omnichannel fresh-grocery format. Direct competitor to sp@ce in mid-to-high-end supermarket positioning, with stronger digital and capital backing — a key benchmark for Tianhong's sp@ce 3.0 strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Rainbow Department Store social profiles
Digital presenceRainbow Department Store compliance and trust
Trust signalCompliance5 records
Rainbow Department Store financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rainbow Department Store leadership team
Management profileNumber of profiles
Profiles16 records
Rainbow Department Store subsidiaries and ownership
Company hierarchySubsidiaries14 records
Rainbow Department Store funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rainbow Department Store M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rainbow Department Store
What does Rainbow Department Store do?
Rainbow Department Store (Tianhong Digital Commercial Co., Ltd.) operates a multi-format retail chain spanning shopping centers, department stores, sp@ce supermarkets, and the high-end Junshang brand across 100+ stores in 8 provinces and 33 cities in China. The company runs an online-offline integrated omnichannel retail platform combining physical storefronts with the Tianhong APP, mini-programs, and partnerships with third-party instant retail platforms (Meituan, Douyin, Alipay). Revenue is primarily generated through direct retail sales of consumer goods, supplemented by commercial property rental, membership-based digital services, and B2B digital retail technology solutions provided by its subsidiary Lingzhi Digital Technology.
Is Rainbow Department Store a public or private company?
Rainbow Department Store is a public company. It is classified as public and is currently operating.
When was Rainbow Department Store founded?
Rainbow Department Store was founded in 1984. It employs 5,001 to 10,000 people.
Where is Rainbow Department Store based?
Rainbow Department Store is headquartered in Shenzhen, China, in the Asia region.
How does Rainbow Department Store make money?
Four revenue lines are on record. 实体零售销售 is the primary driver. The others are 技术服务输出, 商业地产租赁 and 平台服务收入.
Who are Rainbow Department Store's main competitors?
Suning.com (苏宁易购) is listed as a broad incumbent. Direct peers are CR Vanguard (华润万家), Wangfujing Group (王府井), Yonghui Superstores (永辉超市), Sun Art Retail (高鑫零售 / RT-Mart + Auchan), Better Life Commercial (步步高) and Lianhua Supermarket (联华超市). Regional players are Chongqing Department Store (重庆百货) and Wushang Group (武商集团). Freshippo / Hema (盒马鲜生, Alibaba) is listed as an emerging player.
Does Rainbow Department Store have an API?
No public API is recorded for Rainbow Department Store.
What industry is Rainbow Department Store in?
Rainbow Department Store's product category is Department Store Retail. Its primary akta.pro industry code is CRAGAFAJ, Regional Department Stores (Omnichannel / Digital-First Regional Players). Its NAICS code is 4551 and its SIC code is 5311.