From courier supplies to all-category platforms: the breakthroughs and deep cultivation of listed companies
As the first listed stock of China's comprehensive packaging consumables, Tianyuan Co., since its establishment in 2010 and its listing on the capital market in 2020, has steadily advanced by riding the development wave of the e-commerce logistics industry, becoming a benchmark enterprise in the label packaging industry. After going public, how to break through the original business boundaries and achieve high-quality growth has become the core question facing Tianyuan Co.
Recently, at an industry forum, I met Zhou Xiaowei, Chairman/President of Guangdong Tianyuan Industrial Group Co., Ltd.-a 'veteran' who has been deeply involved in the printing industry for 24 years. He has already accumulated over 40,000 followers on social media platforms, yet when meeting in person, he shows none of the airs of a listed company executive. He is approachable and talkative, discussing industry trends and corporate strategies in detail, and thoroughly explaining Tianyuan's transformation from a 'single consumables supplier' to a 'full-category consumables supply platform.'
01
Original Intention: Seizing the E-commerce Trend, Expanding from Courier Supplies to Full-Category Layout
When talking about his entrepreneurial beginnings, Zhou Xiaowei's words are full of keen industry insight. In 2002, he entered the printing industry with courier waybills as the entry point and co-founded Jiuheng Barcode with a friend. However, as the company reached a certain scale, they amicably parted ways, and in 2010 Zhou Xiaowei founded Tianyuan Co., Ltd.
"At that time, I firmly believed that the e-commerce and courier industries would experience explosive growth in the future," Zhou Xiaowei recalled. At that time, Jiuheng Barcode Company only focused on the single category of courier waybills, while Tianyuan Co., from its inception, established a positioning of 'broad layout,' expanding its business to include document envelopes, courier bags, security bags, adhesive bags, packing tape, logistics labels, release liner labels, and other full-range courier supplies, accurately seizing the wave of the rise of e-commerce logistics.
This forward-looking assessment of the market became the core driving force behind Tianyuan Co., Ltd.'s rapid growth. In 2020, Tianyuan Co., Ltd. successfully went public, becoming the "first stock" in the courier e-commerce consumables sector. However, Zhou Xiaowei did not stop there: "To run a business, you need to see the future in order to achieve sustained growth. Going public is not the end, but a new starting point for us to break through growth bottlenecks and plan for long-term development."
02
Transformation: Focusing on consumables to build a full-category supply ecosystem
After going public, Tianyuan Co., Ltd. underwent a crucial strategic adjustment-breaking free from the limitations of single courier consumables. With "consumables" as the core target, the company comprehensively expanded into multiple fields including graphic consumables, catering consumables, industrial consumables, medical consumables, and aviation consumables, transforming into a full-category consumables supply platform.
"The fields and scope of consumables applications are extremely broad, while the business growth potential of e-commerce logistics consumables has already peaked. Only by strictly focusing on consumables as the core can we find Tanyuan's future," Zhou Xiaowei emphasized. "The company's most core objective is to meet customer needs, and all strategic adjustments must revolve around this core."
In his view, a full-category layout is not 'blind expansion,' but precise integration based on customer needs: 'What we want to do is to allow customers, through Tanyuan's platform, to obtain products and services with lower overall procurement costs, better quality, higher efficiency, and superior service.'
At present, Tianyuan Co., Ltd. has laid a solid foundation - it has three major production bases in Dongguan, Zhejiang and Hubei, with a manufacturing and storage area of 300,000 square meters, equipped with flexo printing, offset printing, embossing, gravure printing and other printing and processing equipment, which can cover the printing and production needs of all consumables products, such as paper plastic, film, plastic, adhesive, degradable, GRS certified PCR series, etc., and even include all kinds of unpopular products, truly achieving "full category coverage".
What is more advantageous is that Tianyuan shares' multi-category expansion has a clear underlying logic: "Many medical consumables and catering consumables are in the same vein as e-commerce logistics consumables, the core is paper and plastic, and we have enough technology accumulation and industry experience; And most of the consumables need to be printed, which is our core advantage. Zhou Xiaowei said.
Unlike Chu Tianlong, which focuses on smart cards, Beijing Shengtong focuses on publications, and Hexing deeply cultivates corrugated boxes, Tianyuan Co., Ltd. is positioned as "doing what customers need", with the core goal of meeting customers' diversified consumables needs.
03
Layout: Four major strategies to build a new ecology of the industrial Internet
Talking about the future development plan, Zhou Xiaowei clearly dismantled the four core strategies of Tianyuan shares, and each step closely followed the development direction of "platform and ecology", while the "co-founder model" ran through it, becoming the key to breaking down industry barriers and integrating resources.
Strategy 1: Build an Internet platform for industrial consumables to reach end customers directly
"In the future, we will integrate consumables from different industries into online platforms such as APP and website to create an industrial consumables Internet platform that reaches the client." Zhou Xiaowei introduced that the core of the platform is to directly reach customers, reduce the difficulty and time of purchasing consumables, and make consumables procurement as convenient as daily online shopping.
Strategy 2: Deepen offline layout and improve global service network
On the basis of the online platform, Tianyuan will further make a detailed offline layout, and open regional offline subsidiaries at home and abroad according to the regional economic division. "There are many categories of consumables and wide coverage, and only by realizing offline landing can we truly reach customers, do a good job, and provide more people with entrepreneurial and employment opportunities."
Overseas markets are also the focus of Tianyuan's layout. At present, Tianyuan has opened a flagship store for industrial consumables in Indonesia, and the company is currently negotiating agency cooperation in many countries.
"The profit margins in foreign markets are considerable, and we hope to promote Tianyuan's products and services to the world through the 'co-founder' model." Zhou Xiaowei said.
For the co-founders, Tianyuan shares adhere to the principle of "risk companies bear and profit sharing", which is in line with Zhou Xiaowei's philosophy when he founded Tianyuan: "At that time, my partners could withdraw their shares at any time without contributing funds, and if they didn't want to do it, they could withdraw their shares at any time." As a person who has been there, I know that it is not easy to start a business, and I am willing to use Tianyuan's platform to help more people have their own careers. "
For co-founders, the company will also implement a fully decentralized system, and prices and profit margins will be determined by the co-founders to establish a solid personnel and sales mechanism.
Strategy 3: Link head resources and create a win-win supply chain system
Tianyuan will take the initiative to link leading enterprises and high-quality supply chain resources in the industry to achieve complementary advantages. The consumables sold by the company do not need to be produced by themselves, but can be entrusted to suppliers to produce and process them according to the requirements and standards of Tianyuan shares.
"For example, we cooperate with envelope companies to jointly participate in exhibitions and use Tianyuan's huge sales network to help each other develop the market. "
It is reported that at present, the proportion of products produced by Tianyuan shares is about 10%, and this proportion will be greatly increased in the future, and the proportion of the company's own production will be reduced to about 10%, relying more on supply chain partners to achieve full-category supply, and truly realize the transformation of "light assets, heavy platform, and strong ecology".
Strategy 4: Build its own brand and promote standardization and greening
In 2026, Tianyuan will focus on the construction of "product standardization" and "branding", and build the currently mature copy paper, printing paper, bids, express bags, labels, ribbons, linerless paper and other products into its own brand of "Tianyuan brand".
"We will formulate clear product standards, such as tension, thickness, smell, color, etc., to optimize standardization solutions for the needs of customers of different brands and reduce customer selection costs."
It is worth noting that Tianyuan has always kept up with the green trend of the industry, focusing on the layout of a series of product consumables such as degradable, lightweight and reduced, including environmentally friendly kraft paper organ envelopes, environmentally friendly kraft paper flat bottom bags and other green packaging products that "replace plastic with paper", which have passed the GRS (Global Recycling Standard Category) certification and launched GRS products such as express bags, bubble bags, and adhesive bags. At present, the proportion of this part of the product is considerable. He also revealed that in April 2026, the company will launch Tianyuan brand linerless label products and support OEM printers to further promote the forefront of green and low-carbon innovative product research and development.
04
Review and outlook: face up to the twists and turns, and break the game with digitalization and platformization
Talking about the development after listing, Zhou Xiaowei did not shy away from the difficulties encountered: "After listing, we experienced the 'listing syndrome', took some detours, and wasted some opportunities, and it took me 3 years to gradually reverse this situation. "
At present, although the annual turnover of Tianyuan shares fluctuates, the overall development trend is steadily improving, of which the label business accounts for about 1/3, which is one of the core businesses. In order to support the development strategy of all categories and platforms, Tianyuan is continuing to increase digital investment - the company currently has more than 20 IT personnel, and will continue to expand in the future, through digital management, to achieve refined control of products, supply chains, and co-founders, such as providing real-time sales reports, profit data, etc. for co-founders to improve operational efficiency.
In terms of brand promotion, Zhou Xiaowei is personally and the company are making efforts in new media, and his personal social media fans have exceeded 40,000, but he admitted that it is still in the preliminary stage: "At present, the penetration of our short videos is not enough, and the core business philosophy and strategic layout have not been really conveyed." Our goal is to use new media to attract more people with aspirations to join our 'co-founder' program, build a stable supply chain and sales network, and also hope to reduce the pressure and achieve a smooth handover for the new generation of enterprises through a platform-based standardized model." "
Epilogue
From the start of express consumables, to the supply platform of all categories of consumables, and then to the construction of the Internet ecology of industrial consumables, Zhou Xiaowei leads every step of Tianyuan Co., Ltd., closely following the industry trend and adhering to customer needs.
In today's increasingly fierce competition in the label packaging industry, this forward-looking and pragmatic nature may be the core password for Tianyuan to become an industry benchmark and continue to make breakthroughs. In the future, with the gradual implementation of the four major strategies, Tianyuan shares may open a new era of platformization in the label packaging industry.