With 30 Stores Nationwide, How Has Meilite Managed To Open New Stores Against The Trend?

On August 28, the 21st 'Digital Printing in China' Technology Development Forum 2025 was successfully held in Zhengzhou, Henan. At the conference, Li Haijun, General Manager of Beijing Meilite Technology Co., Ltd., delivered a keynote speech titled 'Confidence is More Important Than Gold: The Secret to Meilite's [Countertrend] Store Openings.' He introduced Meilite's development history in chronological order and explained the company's nationwide store openings, expansion plans, and secrets to opening stores.

Li Haijun, General Manager of Beijing Meilite Technology Co., Ltd.

The following is the full speech.

Beijing Meilite Technology Co., Ltd. (hereinafter referred to as "Meilite") was established in 2005, with its headquarters located on Beijing Financial Street. As of December 2024, Meilite has 32 nationwide chain stores and 12 on-site service points, with business covering multiple fields including digital printing, advertising signage, and material production. In the current market environment, "expansion" and "opening stores" are often regarded as risky moves, but Meilite insists on steering with confidence, steadily advancing the construction of nationwide stores even during a period of slowed industry growth. In this article, the author will share Meilite's exploration and practices in opening stores against the trend from three perspectives: the company's development history, nationwide layout strategy, and key essentials for opening stores.

Braving the Winds and Rains: The Development Journey of MeiliteThe development journey of Meilite is like an epic saga of struggle, full of challenges and opportunities. In 2005, the first Meilite store opened. It was small in scale and operated as a single store, exploring its path-a difficult leap from "0 to 1," like groping forward in the dark, with each step full of the unknown.(1) 2006–2007, Meilite attempted breakthroughs. Although the company received investment commitments and planned expansion, it faced investor withdrawal, bringing the company close to bankruptcy. However, Meilite eventually persevered, and this resilience laid the foundation for future development.(2) 2008–2011 marked Meilite's darkest period. Due to family reasons, the author stepped back from managing company affairs, leading the company into difficulties. Nevertheless, these hardships did not crush Meilite; instead, they allowed the company to accumulate strength in adversity.(3) 2012–2014, Meilite returned to the industry. The author earned money through regular work while welcoming the KINOS team to join. During this period, the new team's entry injected new vitality into the company.(4) 2015–2018, inspired by industry veterans suggesting a transition to a "general store" model, Meilite gradually extended its business from printing to advertising production, cultural and creative services, and other fields, completing an initial transformation from a "single service" to a "comprehensive solution." This was a steady process that accumulated strength for further development. In October 2018, the company established a business school and developed a five-year plan to open more than ten stores within five years, accelerating its growth.(5) 2019–2022, Meilite pushed forward boldly, strictly implementing the five-year plan while experimenting with diversified businesses such as "fast printing, tea art, and convenience stores." Although the convenience store venture eventually incurred a loss of 3 million yuan and was closed, the company's determination to explore diversified operations never wavered.Looking at the number of new stores opened in each stage and still surviving today, Meilite has been continuously growing and progressing. These numbers not only reflect the outcomes of development but also testify to Meilite's spirit of resilience and innovation.Expanding Nationwide: Meilite's Market Development PlanIn 2023, Meilite officially embarked on a new chapter of nationwide development and formulated a new five-year plan (2023–2027) titled "Expand Beyond Beijing, Move Across the Nation."Starting from April 2023, Meilite stepped out of Beijing and began opening directly-operated stores in other provinces nationwide. As of December 2024, stores and printing centers have been opened in 19 provinces, all 100% self-invested, with no franchise model or store manager equity participation. This decision reflects our assessment of initial risks in nationwide expansion, as new stores typically face challenges such as insufficient customer accumulation and profitability difficulties. At this stage, requiring store managers to invest would be unfair and could destabilize the team. According to the plan, if subsequent contracts are executed smoothly, we expect to complete store layouts in the remaining 12 provinces by May 2026, achieving nationwide market coverage and providing services to more customers.

The Way to Victory: Meilite's Core Secrets to Opening Stores Against the TrendPeople often ask, 'With the economic slowdown and increased industry competition, why do you still open stores against the trend?' My answer is, 'Confidence is more important than gold.' The driving force that supports us comes from threefold confidence in the market, our partners, and our team.01 Confidence in the MarketCurrently, some viewpoints suggest that 'China's economy is declining,' but in fact, our country still maintains a GDP growth of about 5%, ranking among the top in major global economies. From the industry perspective, the printing industry is not 'failing'; it is just in a stage of slower growth. With the release of the 'Three-Year Digital Printing Action Plan (2025-2027),' the trend of digitalization and intelligence in the industry is clear, and the market space remains broad.02 Confidence in PartnersConfidence in partners is based on mutual symbiosis and win-win outcomes. The growth of suppliers complements Meilite's development. By providing nationwide services, they gain a larger market, and we leverage their support to achieve national presence. Ten years ago, a nationwide layout was difficult due to the lack of supplier support. Today, it is precisely the support of these partners that gives us the confidence to 'go out.'03 Confidence in the TeamConfidence in the team comes from adherence to values and management mechanisms. On major issues, employees are required to obey laws and regulations; at work, they are encouraged to be dedicated; on a personal level, the spread of negative energy is strictly prohibited. At the same time, we established a 'self-reflection and moderate penalty' management mechanism: monthly management meetings focus on self-issues, minimizing external excuses; for repeated mistakes, a 'doubling fine' system (starting from 1 yuan and doubling incrementally) is implemented to compel employees to improve. This concept of 'first believe in yourself, then excel' makes the team more resilient in the face of difficulties.From a single store in Beijing to a national presence across 19 provinces, Meilite's development has not been smooth. We have faced capital crises, losses from business trial-and-error, and challenges from market fluctuations. But it is precisely the belief that 'confidence is more important than gold' that allows Meilite to persevere in adversity and adjust amid changes. In the future, with the gradual completion of the national market layout, adherence to confidence, valuing cooperation, and refining the team, Meilite will surely advance vigorously in the waves of industry development.