About Rainbow Digital Commercial
Rainbow Digital Commercial Co., Ltd., known in Chinese as Tianhong, is a Chinese retail company headquartered in Shenzhen, Guangdong Province. Founded in 1984 and listed on the Shenzhen Stock Exchange since 2010, it traded as Rainbow Department Store until adopting its current name in 2020 to reflect its dual-drive strategy of digital retail and digital industry.
It operates three brand matrices: Rainbow (Tianhong) for mid-to-high-end department stores and shopping centres, Jun Shang for high-end department stores and sp@ce for quality lifestyle supermarkets, plus convenience stores. Its network exceeds two hundred outlets across seven province-level divisions — including Beijing and Jiangsu — and its app and digital programmes gather tens of millions of members, integrating sales, marketing and loyalty online and offline.
The company also develops digital services for third parties in the sector, with member, product and data management platforms and features such as AI shopping guidance in its app. For suppliers and brands, Rainbow offers access to middle and upper-income urban consumers in southern and eastern China through an operator with forty years of history and strong omnichannel capability.
It operates three brand matrices: Rainbow (Tianhong) for mid-to-high-end department stores and shopping centres, Jun Shang for high-end department stores and sp@ce for quality lifestyle supermarkets, plus convenience stores. Its network exceeds two hundred outlets across seven province-level divisions — including Beijing and Jiangsu — and its app and digital programmes gather tens of millions of members, integrating sales, marketing and loyalty online and offline.
The company also develops digital services for third parties in the sector, with member, product and data management platforms and features such as AI shopping guidance in its app. For suppliers and brands, Rainbow offers access to middle and upper-income urban consumers in southern and eastern China through an operator with forty years of history and strong omnichannel capability.