Yingtehua (Beijing) International Cultural Exchange Center

Company Introduction

Wise men start with books; achievers succeed through books.

Founded in 2002, Yingtehua transitioned from traditional offline book wholesale to online e-commerce in 2011, achieving sales exceeding 100 million yuan within one year. After three years of rapid development and business upgrades, Yingtehua has evolved from an initial book e-commerce company into a group company involving multiple business domains such as e-commerce, government services, enterprise consulting, industry chain internet, school-enterprise cooperation, technology research and development, media and publishing. Its workforce has grown from dozens to over 600 employees.

The group development of Yingtehua stems from a traditional book sales company's self-reflection on its own business model and its imagination of business models in the internet era. From 2002 to 2014, Yingtehua continuously adjusted its development direction and business model, achieving three business model upgrades, each ensuring that Yingtehua could go further and fly higher.

In 2002, Yingtehua was a chain bookstore named Bowen Yucai, specializing in examination books, with branches in districts such as Haidian, Chaoyang, Xicheng, and Changping in Beijing. When the internet impacted the traditional examination industry, Bowen Yucai's operations suffered greatly. Founder Yang Zhiming felt the impact of the internet and e-commerce on the traditional book industry, resolved to leverage the internet trend to transform from offline traditional book wholesale to e-commerce, and renamed the company to Yingtehua. "Ying" means "gathering of talents"; "Te" represents "special talents in special places"; "Hua" signifies "rooted in China, radiating brilliance." Within only two and a half years, Yingtehua's online turnover exceeded 500 million yuan from zero.

The success of the first business upgrade did not stop Yingtehua. While continuously strengthening its book e-commerce business, Yingtehua pondered the next stage of development. Successful "e-commerce engagement" made Yingtehua a leader in book e-commerce, but more traditional enterprises, hampered by outdated concepts, technology, and marketing methods, were harmed by the internet due to their inability to transform. The urgent needs of traditional enterprises revealed new opportunities to Chairman Yang Zhiming. In 2013, Tmall's Double 11 transaction volume reached 35 billion yuan, further strengthening Chairman Yang Zhiming's determination to use Yingtehua's firsthand transformation experience to help traditional enterprises shift from offline to online, achieving joint prosperity both online and offline. At the end of November 2013, Yingtehua initiated its second business upgrade, establishing the "Yingtehua E-commerce Club" project. Within just two months, hundreds of members registered, and to date, over a thousand entrepreneurs have become club members.

The third business upgrade elevated Yingtehua to an industrial level. In early 2014, to integrate resources, improve management efficiency, and enhance core competitiveness, a group company was established, with the strategic layout confirming books, online education, and industry chain internet as the three core business segments, supplemented by big data applications and seed businesses.
Books are...
Online education is...
On August 5, 2014, the "Building an Industry Chain Platform to Achieve Internet Localization Strategy" was released, marking the beginning of Yingtehua Group's layout in the industry chain internet. This third upgrade, based on the consolidation of the previous two upgrades, was proposed to seize the next internet development trend—the industry chain internet. Through the industry chain platform, Yingtehua achieves healthy and stable linkage with governments, enterprises, and schools, providing tangible benefits to traditional enterprises, entrepreneurs, startups, and end consumers, and creating greater value for society. Currently, Yingtehua has actively laid out more than a dozen industry chains, including major health foods, agricultural and sideline products, tea, maternal and baby products, daily chemicals, clothing, shoes, and bags.

From traditional book wholesale to a book e-commerce leader, and then to diversified business layouts, Yingtehua is steadily carving out a distinctive internet development path with unique characteristics, fulfilling the glory and dreams of every Yingtehua employee and forging Yingtehua into a socially responsible enterprise.