Hema Fresh to Expand in China

Alibaba’s grocery-store network aims to have 2,000 stores by 2022 and be in 200 cities by 2030.
July 08, 2019

HONG KONG—Hema Fresh, Alibaba’s grocery-store network, wants to expand to 2,000 stores across China by 2022. The chain is only two years old and currently has 160 locations in 21 cities. By 2030, Alibaba wants Hema Fresh to have stores in 200 cities.

According to Inside Retail Hong Kong, “Hema Fresh’s CEO and VP of Alibaba says the company will be targeting cities with populations in excess of one million as it achieves critical mass.”

Alibaba refined the store format and focuses on the following three pillars:

  • Focus on fresh food, especially seafood, that you can have cooked to dine in the store or to go
  • Integrated smartphone-centric experience that enables scanning QR codes and automatic checkout
  • Online ordering and free home delivery within 30 minutes and 1.8 miles
For more on Hema and convenience retailing in China, see “Online and Offline Worlds Merge in China” in NACS Daily.
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