Five Pillars of Growth

A benchmark self-operated cross-border new retail project of the group, launched in Auckland in 2012. The Cross-border Mall pioneered a cross-border O2O closed-loop model combining overseas direct source supply, immersive offline retail experience, online order placement and bonded direct mail — a format that was genuinely novel in the Australasian market at the time of its launch. From a single flagship store in Auckland, the business has expanded to a network of 16 physical retail locations across four provinces in China, with individual stores reaching up to 1,500㎡. Aligned with 400+ international first-tier brand authorizations and a catalogue exceeding 20,000 SKUs, the Cross-border Mall has earned the No. 1 sales ranking for New Zealand products on Tmall Global for multiple consecutive years, and operates seven globally coordinated warehouse facilities to maintain product availability and delivery speed.

MIGU Technology is the group's strategic carrier in content-driven and live-streaming e-commerce — a fast-evolving commerce format that has become central to how Chinese consumers discover and purchase products. Operating from a dedicated live broadcast base in Hangzhou, the heart of China's live commerce industry, MIGU provides global brands with comprehensive omnichannel live-streaming solutions within the Douyin (TikTok China) ecosystem. Services span studio production, influencer and KOL matrix management, campaign strategy, real-time operations and post-broadcast analytics. MIGU's management team carries 10+ years of hands-on e-commerce operations experience, with deep strategic partnerships with leading MCN agencies in China. The company has built a sophisticated creator network capable of scaling content output and reaching targeted consumer segments with precision. MIGU's integrated capabilities enable international brands to enter and grow within China's live commerce ecosystem rapidly, without needing to build internal infrastructure from scratch.