On March 25, 2025, SF Group Asia signed a strategic cooperation agreement with King Power Corporation Co., Ltd. in Bangkok, Thailand. The senior leaders of both sides witnessed this milestone moment together. In this cooperation, both parties will rely on their respective resource advantages to carry out in-depth cooperation by combining logistics transportation, supply chain optimization, cross-border commodity distribution, and market expansion. The aim is to .a more efficient and convenient service experience for consumers and enterprises in Thailand and Asia. As the only designated cross-border logistics service provider on the official platform of Thai Royal Group, SF Asia will work together to implement the development vision of "infinite possibilities".

Strong alliance, exploring new possibilities

As the largest comprehensive logistics service provider in Asia and the fourth largest in the world, SF Group has leading technological research and development capabilities and is committed to becoming a respected global leader in digital logistics solutions. Since its establishment in 1989, Thai Royal Group has become a leader in the tourism retail industry, adhering to the concept of "THE POWER OF POSSIBILITIES", constantly exploring new possibilities on the journey, and bringing innovative experiences to consumers.



At the signing ceremony, Xu Bensong, Senior Vice President and CMO of SF Group, said, "The outstanding position of Thai Royal Group in the Thai and global retail markets is remarkable. This cooperation combines SF's logistics expertise with Royal Group's retail advantages, opening up new service possibilities for the retail market." Apichet Srivaddhanaphaba, Assistant Chief Operating Officer and Chief Resource Management Officer of Thai Royal Group, pointed out, "SF's professional logistics capabilities help us improve supply chain efficiency, and both parties will jointly explore innovative models to .more value for customers



Li Jia, Vice President and Asia Regional President of SF Group, Su Kun, Vice President and Assistant CMO, Zhang Jiawei, CEO of KEX Thailand, Li Yuanyuan, General Manager of CMO Office, and Joss, General Manager of Asia Regional Business Center; Mr. Apichet Srivaddhanaprabha, Assistant Chief Operating Officer and Chief Resource Management Officer of Thai Royal Group, Ms. Siriporn Arayatakul, Assistant Chief Operating Officer, Mr. Denny Hui, Senior Vice President of Product Planning and Strategy, Mr. Sittichoke Makchinda, Vice President of Tourism Marketing, and Mr. Kuang Wei, Vice President of China Affairs, attended the signing ceremony.

Joining hands for mutual benefit, deeply cultivating cross-border retail with taxes

SF Asia and Thai Royal Group plan to deepen cooperation in multiple aspects. Including optimizing cross-border logistics services for taxable goods, combining SF Express's aviation network with King Power's retail channels, launching fast customs clearance and delivery solutions from China to Thailand, and shortening delivery times; At the same time, we plan to develop a taxable goods supply chain platform for Thailand, utilizing SF Express's digital technology and King Power's procurement network to provide intelligent inventory management and logistics support for local merchants.



In addition, both parties will jointly expand the Southeast Asian taxable retail market, focusing on high demand categories such as food and consumer electronics, and radiating services to enterprises and customers in Asia starting from Thailand. In terms of serving consumers, both parties will jointly pilot the "cross-border e-commerce+local delivery" model to promote online booking and instant delivery services for consumer goods in Thailand. Consumers only need to place orders online to conveniently receive their goods at home, breaking through the limitations of traditional "self pickup" models and enjoying an efficient and secure cross-border shopping experience.

Creating a new benchmark for efficient cross-border logistics




As the core area of the "the Belt and Road", Thailand has a huge Chinese community and growing demand for e-commerce and retail. This cooperation will not only provide a model for Chinese enterprises to use for reference, but also build an efficient channel for regional economic and trade exchanges to bring consumers a better shopping experience. Both parties have reached a customer-centric consensus, integrating China's mature logistics and retail experience to jointly promote service upgrades in the entire Asian market.