Hema, the Alibaba-owned supermarket which merges online and offline shopping, has opened seven new stores in China.
The new stores, along with three renovated stores have opened in Shanghai, Beijing, Shenzhen, Hangzhou and Guiyang and bring the total stores to 20.
Hema stores are part of Alibaba’s “new retail” strategy, which aims to seamlessly integrate online and offline shopping by enabling consumers to shop, order groceries for home delivery and eat in-store, all via a dedicated Hema app, which is linked to Alipay.
Alibaba launched the brand in 2015 in a bid to reinvent traditional supermarkets and transform the grocery shopping experience.
Hou Yi, CEO of Hema, said in a statement: “Hema’s goal is to broaden the New Retail model through its successful practice by working with retail partners like Sanjiang Shopping Club and Xingli Department Store and it allows us to form stronger cooperation to explore new ways of China’s retail. As our model becomes more established, it can be shared with other traditional retailers to help them transform in the digital age.”
Hema boasts high levels of customer loyalty and high conversion rates, according to Alibaba.