New Retail in Action Issue 6: Going fresh and experiential Part 1: Overview

Fresh supermarkets are a major trend in China, blending high-quality grocery shopping with on-site dining and social spaces. Leading retailers like Alibaba and Yonghui are creating stores that offer unique experiences such as live seafood cooking and free food tasting. These formats utilize O2O capabilities to provide rapid home delivery within 30 to 90 minutes. By integrating catering, retailers aim to increase customer stickiness and adapt to consumption upgrades among the middle class.