Chinese Enterprise Insight: Alibaba's "New Retail" Strategy and Hema Fresh
In April 2017, the Chinese technology giant Alibaba showcased and aggressively pushed its "New Retail" strategy through its innovative offline supermarket brand, Hema Fresh (Freshippo). New Retail aimed to integrate the online (e-commerce, data) and offline (physical stores, logistics) retail experiences to create seamless, omni-channel shopping. Hema Fresh was not just a supermarket but also a fulfillment center and restaurant, offering 30-minute delivery services.
BUSINESSES RESHAPING OUR WORLD
global n press
4/25/20171 min read
In April 2017, the Chinese technology giant Alibaba showcased and aggressively pushed its "New Retail" strategy through its innovative offline supermarket brand, Hema Fresh (Freshippo). New Retail aimed to integrate the online (e-commerce, data) and offline (physical stores, logistics) retail experiences to create seamless, omni-channel shopping.
Hema Fresh was not just a supermarket but also a fulfillment center and restaurant, offering 30-minute delivery services. This model spearheaded the digital transformation of China's retail sector, becoming a global benchmark for the future industry—Online-to-Offline (O2O) integration—and demonstrating the disruptive power of Chinese Consortiums in global retail and logistics.
