Freshippo/Hema (Alibaba)

Hema packaged Merchandise, also known as Freshippo in Chinese, is a retailer established in 2015 by Alibaba Group. It operates as a high-tech supermarket chain that integrates online and offline retail, logistics, and data, offering customers a seamless grocery shopping experience across China.

The brand specializes in fresh and packaged foods including groceries, fresh produce, seafood, meat, and beauty items, with a strong emphasis on freshness and quality. Hema is notable for its ultra-fast delivery promise, offering grocery delivery within 30 minutes to consumers located within a 3-kilometer radius of any of its stores. This innovative model merges digital shopping through its smartphone app—integrated with Alibaba's Alipay payment system—and physical stores, which includes self-checkout and in-store dining facilities.

As of 2023, Hema operates approximately 300 physical selling points across 13 major cities in China, such as Beijing, Guangzhou, Shenzhen, Shanghai, Chengdu, and Nanjing. The types of selling points include supermarkets, distribution centers, and warehouses supporting their supply chain and rapid delivery operations. This footprint reflects a strategic expansion under Alibaba's new retail strategy with plans to reach 2,000 stores had been announced earlier for 2022, signifying aggressive growth in China's retail sector.

Hema's stores often feature fresh food sections dominating the sales floor, combined with packaged goods, and provide an interactive shopping environment where customers can test and taste products. The integration of technology such as digital price tags, data-driven inventory management, and personalized shopping experiences through the app further enhances consumer engagement and satisfaction.