New Retail in Action Issue 7: Going fresh and experiential Part 2: Hema Xiansheng

Hema Xiansheng is the flagship of Alibaba's New Retail strategy, serving as a supermarket, restaurant, and fulfillment center simultaneously. It uses advanced technologies like RFID and overhead conveyors to achieve 30-minute delivery to residents within 3 km. The store focuses on high-quality fresh seafood that can be cooked and eaten on-site. Hema's model relies on deep online-offline integration and data analysis to track consumer preferences and provide personalized services.