Strat­egy: Off­line and on­line chan­nels key

China Daily (Latin America Weekly) - - Business -

Sim­i­larly, Hema Xian­sheng, the emerg­ing on­line-to-off­line or O2O su­per­mar­ket op­er­ated by Alibaba, is a com­bi­na­tion of su­per­mar­ket, gro­cery store and restau­rant, which al­lows its cus­tomers to buy on­line or off­line.

Last year, it opened its first off­line store in Shang­hai and quickly ex­panded to a 12-store chain span­ning Shang­hai, Bei­jing and Ningbo.

An­other ex­am­ple is Yong- hui Su­per­stores of Yonghui Su­per Species chain. It caters to middle-class con­sumers by com­bin­ing su­per­mar­kets, cater­ing and mo­bile app to pro­vide a New Re­tail ex­pe­ri­ence.

Yonghui Su­per­stores has plans to open more than 100 stores next year.

Most of the lead­ing re­tail­ers have adopted a more ag­gres­sive O2O strat­egy, ac­cord­ing to Kan­tar World­panel China, a mar­ket re­search firm.

PRO­VIDED TO CHINA DAILY

Jack Ma, the founder of Alibaba, sa­vors the king crab he or­dered at Hema Xian­sheng, an emerg­ing on­line-to-off­line su­per­mar­ket backed by Alibaba, in Shang­hai in July.

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