Project Introduction of Lanhua Overseas Mall in Linyi, China
Ⅰ. Project Overview
The project is located at 1311 Baekok-daero, Cheoin-gu, Yongin-si, Gyeonggi-do, boasting a prime geographical location adjacent to projects of major conglomerates like Samsung Korea. It comprises four exhibition halls with a total floor area of 15,000 square meters. Nestled in the outskirts of Seoul and built against the mountains, the mall enjoys a picturesque environment, making it an ideal destination for Seoul residents to go sightseeing, check in, and shop outdoors.
Lanhua Overseas Mall innovatively upgrades the traditional overseas warehouse exhibition model. Drawing inspiration from the IKEA Model, it integrates high-quality local products from Linyi to create a scenario-based, immersive lifestyle experience hall featuring willow woven products, outdoor furniture, children’s toys, pet supplies, and home essentials. The mall combines multiple functions including product display, experience, sales, and warehousing. It also offers complementary business formats such as a flower market, cafes, catering services, camping and leisure facilities, outdoor wedding venues, pop-up events, and public welfare activities. With a lush garden landscape outdoors, the mall hosts various outdoor events throughout spring, summer, autumn, and winter.
It serves as an overseas exhibition hall for Linyi Mall products, a premium lifestyle experience center, an international tourist attraction, and a new internet-famous check-in landmark. Adopting the “Front Store, Back Warehouse” business model, the project caters to C-end individual consumers, B-end purchasers and wholesalers, TV shopping platforms, and also functions as an offline sourcing hub for South Korean cross-border e-commerce and live-streaming e-commerce platforms.
Ⅱ. Operation Model
1.Terminal Retail
The mall features distinctive interior design and scenario-based settings, enabling consumers to enjoy experiential shopping. Customers can purchase exquisite home and daily necessities while relaxing in cafes.
2.Traditional Wholesale Sales
Intentional procurement agreements have been established with numerous local South Korean shopping malls, supermarkets, factories, and TV shopping platforms.
3.Cross-border E-commerce Platform Operation
The mall operates cross-border export businesses across full platforms targeting South Korea, including Coupang, AliExpress, TikTok, NAVER, and Gmarket. It has partnered with LH KOREA and Geumseong Bonded Warehouse in Pyeongtaek-si, Gyeonggi-do, entrusting them with logistics and customs clearance, online marketing, and warehouse management support respectively. The goal is to export high-quality Linyi products to South Korea via cross-border e-commerce channels.
4.Live-streaming E-commerce Operation
Brand live-streaming studios have been set up, with contracts signed with renowned South Korean celebrities and artists such as Lee Seung-hwan. Meanwhile, an MCN agency is being established to train and incubate local anchors and influencers in South Korea, boosting product sales in the mall.
5.Overseas Exhibition Model
Based on the mall’s product portfolio, and by integrating and inviting high-quality local manufacturers from Linyi, the project hosts the China Linyi Local Products Expo twice a year in South Korea.
6.TV Shopping Platform Sales
It provides product supply chain support for major TV shopping platforms in South Korea.
III. Project Advantages
1.Equipped with a local South Korean operation team.
2.Cooperated with Lee Seung-hwan, a first-tier South Korean celebrity, securing top-tier traffic resources in South Korea.
3.Possesses government resources in regions including Seoul, Gyeonggi-do, Jeollanam-do, and Jeollabuk-do, and is recognized as a foreign-invested project supported by the South Korean government.
4.Boasts years of experience in marketing and planning for South Korean commercial real estate and large-scale events.
The South Korean market serves as the first stop for Lanhua’s brand globalization strategy. Going forward, Lanhua will expand its overseas business to Japan, Southeast Asia, Europe, and other regions, importing high-quality global goods to China and establishing “Linyi Mall, China Market” across the world, contributing Lanhua’s strength to the internationalization of Linyi Mall.
