SHENZHEN, China, Sept. 8, 2026 /PRNewswire/ -- Rainbow, one of China's leading omnichannel retailers, has opened its upgraded Shahe sp@ce supermarket in Shenzhen. Developed in collaboration with Hanshow and Rainbow's technology subsidiary Lingzhi Digital Technology, the project marks Rainbow's first Store Digital Twin implementation, bringing together real-time store visibility, decision support and operational execution within a live retail environment.
Operating a nationwide network of shopping centers, community retail centers and supermarkets, Rainbow has been exploring new ways to improve operational efficiency and customer experience. As Rainbow's first Store Digital Twin-enabled project, the Shahe store brings data from connected IoT touchpoints into a unified digital representation, linking real-time sensing with analysis, decision-making and execution.
Reimagining a Longstanding Community Retail Destination
Located in Shenzhen's Nanshan District, the Shahe sp@ce supermarket has served the local community for nearly 17 years. In 2026, the wider Shahe Rainbow development was upgraded into an urban lifestyle destination that brings together retail, dining, services and entertainment. The transformation reflects Rainbow's broader ambition to expand the role of physical retail beyond transactions and create a more engaging destination for the surrounding community.
At the heart of the project is the newly opened sp@ce supermarket, built around Rainbow's "City • Garden • Food Hall" concept, the supermarket features nine experiential areas designed around different food, lifestyle and community occasions. The store also incorporates Rainbow's intelligent fulfilment center, supporting more efficient home-delivery services and strengthening the connection between in-store shopping and Rainbow's broader omnichannel retail model.
As Rainbow's first Store Digital Twin-enabled supermarket, the store brings together more than 17,000 IoT devices and AI capabilities to provide greater visibility into store conditions and support more timely operational decisions and actions.
Creating a More Connected Shopping Experience
At the Shahe sp@ce supermarket, digital technology is integrated throughout the shopping journey instead of being presented as a separate technology showcase.
Hanshow NexConnect Smart Cart, integrated with Lingzhi's proprietary AI shopping assistant, serves as a digital companion throughout the shopping journey, providing shoppers with easy access to product information, in-store navigation, promotional offers, and available checkout services. By giving shoppers greater visibility over their purchases and streamlining key shopping activities, it helps create a more convenient and efficient shopping experience.
At the shelf edge, Hanshow Nebular Ultra Electronic Shelf Labels support centimeter-level product positioning, serving as a key component of the Store Digital Twin infrastructure. The tap-to-interact functionality extends the ESL from a price display medium into an interactive service touchpoint. With a simple tap, shoppers can access product details, traceability information, usage guidance and promotional content.
Together, these customer-facing touchpoints help connect products, content and services at the right moment and location, bringing digital capabilities into real shopping scenarios and creating a more intuitive shopper engagement throughout the customer journey.
Turning Store Visibility into Operational Action
Beyond customer-facing applications, the Store Digital Twin is designed to support day-to-day store operations.
In shelf management scenarios, Hanshow combines Electronic Shelf Labels, Location Intelligence, AI Vision and robotics technologies to support out-of-shelf identification, merchandising management and shelf execution. These capabilities help retailers gain greater visibility into shelf conditions and product availability while improving execution across the sales floor.
Leveraging its proprietary Bailingniao retail AI model, Lingzhi Digital Technology contributes digital capabilities that support sales forecasting, replenishment strategies, task management and decision support, helping store teams make more informed decisions and respond more effectively to day-to-day operational needs.
By connecting store visibility with timely action, the project moves store digitalization beyond simply recording what has happened. When store conditions can be identified and addressed more quickly, shoppers benefit from more timely product availability and a smoother shopping experience. Store associates can also focus more of their attention on tasks that require judgement, communication, and customer service.
Advancing Store Digital Twin Innovation in Live Retail Environments
As retailers worldwide seek to improve efficiency while managing complex store environments, the ability to translate operational visibility into timely action is becoming increasingly important. The Shahe project demonstrates how Store Digital Twin capabilities can be deployed in a live retail environment to connect sensing, analysis, decision-making, execution and continuous optimization within a unified operating model.
"Our goal with sp@ce 3.0 is to create a better everyday shopping experience built on quality, freshness, transparency and trust," said Xiao Zhanglin, Chairman of Rainbow Digital Commercial. "As Rainbow's first Store Digital Twin-enabled store, the Shahe sp@ce supermarket brings digital visibility into day-to-day operations, helping our teams respond faster and more accurately, while allowing store employees to spend more time on the service and experiences that matter to customers."
"The true value of technology lies in helping retailers operate more effectively and creating a more natural experience for shoppers," said Relvin Sun, Dean of Hanshow Retail Research Institute. "Through our collaboration with Rainbow and Lingzhi Digital Technology, we are bringing together intelligent store infrastructure, retail AI and operational expertise to support daily store operations and customer experience, while continuing to strengthen Hanshow's Store Digital Twin capabilities through real-world retail applications."
For Hanshow, the project represents an important milestone in the development of its Store Digital Twin ecosystem. Working alongside Rainbow and Lingzhi Digital Technology, Hanshow will continue exploring how digital store technologies can support practical retail applications, helping retailers improve operational agility and customer experience.
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Rainbow Opens Its First Store Digital Twin-Enabled Supermarket in Shenzhen
KUALA LUMPUR, Malaysia, Sept. 8, 2026 /PRNewswire/ -- By continuously upgrading cold‑chain logistics, store operations and localised branding, MIXUE enables Malaysian consumers to better experience "premium quality at affordable prices".
MIXUE Malaysia recently announced sustained investment in product quality, cold‑chain supply chains, store operations, franchisee empowerment and brand localisation across Malaysia. Adopting a more steady growth pace, the brand aims to elevate consumer satisfaction and store operational performance, pursuing long‑term and sustainable development alongside local Malaysian entrepreneurs, employees and community partners.
During Mixue Group's 2026 Mid‑Year Performance Briefing, senior management noted that amid evolving business scale and industry landscapes, Mixue has embarked on a new investment cycle. Its strategic priority is shifting from "growth and expansion" to "safety and quality", with long‑term capability building centred on three pillars: supply chains, in‑store operations and brand IP. This strategic direction is being rapidly rolled out in Malaysia.
Elevating Operational Standards Together with Local Entrepreneurs
MIXUE Malaysia has long fostered mutually beneficial growth with Malaysia's local business ecosystem through local franchise partnerships, talent recruitment, operational training and management capability development.
As of February 2026, MIXUE Malaysia has partnered with over 300 local store owners, 93.19% of whom are Malaysian nationals. The brand directly employs approximately 2,900 people locally and has provided store operation and skill‑building training to more than 4,000 Malaysian employees cumulatively.
With its strategic focus shifting from rapid expansion to quality refinement, MIXUE Malaysia will step up operational support for existing franchisees and retail outlets. Systematic training programmes, standardised protocols and real‑time data insights will empower local business partners to build sustainable operational competitiveness.
In parallel, the brand will press ahead with halal compliance initiatives. It will rigorously enforce requirements covering raw materials, beverage preparation and store management, while expanding the network of outlets certified by Malaysia's Department of Islamic Development (JAKIM) to meet local consumer demands.
Better Quality Without Price Hikes – No Pass‑Through of Upgrade Costs
Mixue Group has clearly stated its long‑term strategy of "improving quality without raising prices", despite extra expenditure driven by upgrades to supply chains, cold‑chain infrastructure, raw materials and store operations.
Instead of passing quality‑improvement costs onto consumers and franchisees, the Group will absorb incremental spending by boosting supply‑chain efficiency, leveraging economies of scale and optimising digital‑driven operations. Quality enhancements will uphold rather than dilute Mixue's core promise of "premium quality at affordable prices".
Nearly three decades of development have anchored Mixue's philosophy on upgrading real ingredients in every drink, sourcing higher‑grade raw materials and building an end‑to‑end supply‑chain ecosystem spanning production, warehousing, logistics and retail.
For MIXUE Malaysia, "premium quality at affordable prices" signifies far more than competitive pricing. It represents sustained capability development that allows Malaysian consumers to access safe, consistently improved products and services at approachable price points.
Growing the Snow King IP Hand‑in‑Hand with Malaysian Culture
Beyond product refinement and in‑store experience upgrades, Mixue Group identifies creative content excellence and brand IP development as key investment priorities over the next three years. The Snow King is evolving from a standalone brand icon into a global cultural IP enriched with original narratives and a loyal fanbase.
In Malaysia, MIXUE Malaysia avoids a one‑size‑fits‑all IP strategy tailored for other markets, and actively explores authentic collaborations between the Snow King and local heritage.
In August 2026, MIXUE Malaysia hosted the WAU Bersama Snow King cultural event at Dataran Merdeka in Kuala Lumpur. Merging the Snow King character with Malaysia's traditional wau kite culture, the gathering drew over 500 participants and earned a Malaysia Book of Records title for the "Most Participants in a Wau Cultural Event".
MIXUE Malaysia also delivers localised campaigns aligned with key cultural milestones including Ramadan, Hari Raya Aidilfitri and Malaysia's National Day. It engages with local communities through campus outreach programmes, grassroots activities, disaster relief support and cultural philanthropy. Previously, the brand donated RM100,000 toward the construction of the Nanyang Overseas Chinese Anti‑Japanese Volunteers Memorial in Kuching, Sarawak — a tangible commitment to preserving precious historical memories and local cultural heritage.
These initiatives define MIXUE Malaysia's vision for "content quality": brand localisation extends beyond adapted menus and marketing copy. It demands respect for indigenous cultures, genuine community integration and the co‑creation of culturally meaningful, long‑lasting content with local audiences.
Deepening Malaysian Roots to Build Enduring Competitiveness
Over the next three years, MIXUE will further strengthen its cold‑chain and quality‑management frameworks, scale training for local franchisees and employees, raise store performance standards, advance halal compliance, and continue rolling out community‑focused cultural projects for Malaysian consumers.
Wang Weilong, General Manager of MIXUE Malaysia, commented: "Malaysia is a nation blessed with rich cultural diversity, multi‑ethnic communities and a dynamic consumer market. MIXUE aspires to build a lasting legacy here — not merely a chain of stores, but a shared journey of growth with local entrepreneurs, employees, consumers and communities. We will keep investing in product quality, operational excellence and localisation. Our customers will truly feel tangible quality improvements while enjoying stable, accessible pricing."
From product and supply‑chain transformation to refined store operations, local entrepreneurship empowerment, cultural exchange and community engagement, MIXUE Malaysia will embed the principles of "safety and quality" across every business process. Upholding its long‑standing commitment to better quality without price increases, MIXUE Malaysia will collaborate with Malaysian stakeholders to deliver greater joy, flavour, opportunity and hope for the community
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From Scaling Up to Quality‑Driven Growth: MIXUE Malaysia Reinforces Long‑Term Development Through "Safety and Quality"
From Scaling Up to Quality‑Driven Growth: MIXUE Malaysia Reinforces Long‑Term Development Through "Safety and Quality"
From Scaling Up to Quality‑Driven Growth: MIXUE Malaysia Reinforces Long‑Term Development Through "Safety and Quality"
