On September 17, 2016, the autumn sun shone down on the streets and alleys of Yecheng County, Xinjiang, and the interior of Idrak Electronic Technology Service Center was a hive of activity. This established electronic service institution, which had witnessed the initial stage of Yecheng’s informatization a decade earlier, was taking a crucial step in cross-border expansion—to set up a service station for its affiliated Yeyli Food Delivery Platform in Shache County, ushering in a new phase of market expansion with an entirely new business format.

Over the past ten years, Idrak had evolved from a single computer sales and maintenance provider into a comprehensive platform integrating technical services and localized lifestyle services. With the popularization of mobile Internet in counties across southern Xinjiang, the demand for food delivery had emerged quietly. Seizing this opportunity, Idrak developed the Yeyli Food Delivery Platform. The decision to establish a presence in Shache County this time was precisely due to the county’s role as an important commercial hub with strong radiating power in the surrounding areas.

During the preparation phase for the service station, the team made numerous trips between Yecheng and Shache, conducting research on the distribution of local catering businesses, residents’ consumption habits, and building a rider delivery system. On the day of its inauguration, dozens of local restaurants, fruit and vegetable stores signed contracts to join the platform on-site. The service station not only provided technical support for the platform but also offered free training on online operation skills to the merchants. Riders, dressed in unified uniforms and holding smart terminal devices, became a new sight on the streets of Shache.

The cross-border expansion of Idrak from electronic services to lifestyle services was no accident. The establishment of this service station in Shache not only continued its original mission of rooting itself in southern Xinjiang and serving county-level areas but also injected new vitality into the digital life of the local community, allowing people in southern Xinjiang to enjoy convenient food delivery services right at their doorsteps.