Freshippo

Freshippo (盒马鲜生) is Alibaba's "new retail" grocery chain that deliberately resists traditional single-category definition. As 峰瑞资本's Li Feng described it in 2017, it's "not just a seafood supermarket" — it sells fresh and specialty products while also operating restaurants and emphasizing in-store experience . The model blends retail with service: customers can shop physically, order online for 3-kilometer delivery, or eat prepared food on-site . This cross-category positioning was intentional from launch, with Freshippo pursuing "same product, same quality, same price" across online and offline channels as a hallmark of new retail .

The chain has since evolved into one of China's scaled retail leaders. Per 五源资本's January 2026 analysis, Freshippo now sits alongside Sam's Club and 鸣鸣很忙 as part of a new generation of retail giants that sustain 40%+ growth even at hundred-billion-RMB sales scale, with industry concentration rising as they outperform prior-generation peaks . Its current positioning emphasizes "lively" in-person service and rapid after-sales response as emotional differentiators beyond pure efficiency .