The Banner Store bases its success across the world on a unique combination of retail and multi-level marketing. It has brought its model to its new Joburg outlet, the first Banner Store in Africa.

THE Banner Store has opened its first African outlet, on the busy Braam Fischer Drive in Randburg.

A Chinese company, Banner Store is an international chain of supermarkets dealing in health and wellness products. It opened its doors to the public in the northern Johannesburg suburb on Friday, 18 July. It was officially opened by the billionaire and Tiens Group president, Li Jin Yuan.

The store sells health and wellness products, household cleaning products and cosmetics. Banner Store combines the concepts of direct selling and retailing.

Jin Yuan said the Tiens Group chose to open the store in South Africa because of the country's developed economy. New legislation that people of Chinese origin could now benefit from black economic empowerment and employment equity legislation had made it easier for Chinese businesses to grow in the country, he pointed out.

His group was one of many Chinese companies that would be investing in the South African market because of the country's open economy. "South Africa has the safest environment for business in Africa. Our relationship with the country will strengthen ties with the South African market. Money comes at a price but the friendship of the two countries is priceless."

Job creation
The store is also expected to create job opportunities for Joburg residents, offer a new life, self-value realisation and contribute to the harmony of the international community.

The Tiens Group, which had over 40 branches in Africa, had created more than 100 000 jobs on the continent, including distributors and stockists, Jin Yuan said.

There were plans to establish a second Banner Store in Kenya, and if the store recorded brisk business, more outlets would be opened in other parts of Africa.

Conceived by Jin Yuan, the Banner Store has grown into an international chain of supermarkets, with a presence in over 110 countries, by implementing a unique style that is a combination of retail and multi-level marketing.

Since founding the Tiens Group in 1995, of which the Banner Store is a subsidiary, Jin Yuan has grown the company, diversifying its assets and interests in the property, commercial and finance sectors. The company specialises in retail, tourism, finance, international trade and ecommerce.

Wellness line
In creating its wellness line, Tiens draws on China's 5 000-year-old philosophy of blending natural extracts with high-tech processing to formulate products that encourage optimal health and wellness. It began with the creation of Tiens High Calcium Nutrient Powder, followed by seven other nutrient products.

In 1996, the company began marketing these products across China. Today, with a business spanning more than 190 countries and regions, Tiens maintains as its regular customers more than 16 million families and 50 000 franchised retailers across the world.

Jean McKenzie, of the Direct Selling Association of South Africa, said at the store's opening that Tiens South Africa was the only Chinese member company of the association. She commended the company for opening the Banner Store in Johannesburg.

The association is the voice of the direct selling industry. It works with national and provincial government departments and entities such as the departments of Tourism and Industry and the Financial Services Board. It also works closely with various consumer protection bodies.

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