In recent years, fresh food has emerged as a key driver for integrating physical stores with mobile technology, giving rise to new retail formats that combine products and services. In the streets of several cities, these innovative stores are becoming more common. Companies like Alibaba, Tencent, JD.com, and even international players such as the United States Mission are playing a significant role in this fresh food revolution. Analysts suggest that since the concept of "new retail" first appeared over a year ago, major brands have been experimenting, and now "new retail" is gradually entering everyday life.
One example is the Boxma Fresh stores, which blend shopping, dining, and delivery into one seamless experience. A reporter recently visited one of these stores in Shilibao, Beijing, to see how it works. The store spans over 10,000 square meters, featuring traditional retail areas, food preparation zones, and dining spaces. Live seafood such as Russian king crab, Boston lobster, and fresh white shrimp attract large crowds, creating a vibrant atmosphere.
Customers can scan items using an app, weigh them, checkout, and then either take their purchases home or enjoy them on-site. On-site chefs prepare the food, and the dining area is often fully occupied, especially during lunch hours. Families gather around tables filled with seafood, enjoying a lively "seafood carnival." Wang Zhe, a local office worker, has visited the store three times, drawn by the convenience and variety. She appreciates the ability to choose and customize her meal, pay via the app, and enjoy a fresh, hassle-free experience.
Since 2016, Boxma Fresh has expanded rapidly, opening dozens of stores in Beijing and Shanghai. Alibaba invested in Boxma, while other companies like Yonghui Supermarket and JD.com have also entered the fresh food space. This trend reflects the growing influence of internet giants in reshaping the retail landscape.
The integration of online and offline experiences is at the core of "new retail." Major e-commerce companies are investing heavily in physical stores, forming partnerships with supermarket chains and other retailers. For instance, Tencent has increased its stake in Yonghui Yunchuang, while Alibaba collaborates with Sanjiang Shopping and Bealead Group. JD.com is working with Walmart to integrate supply chain resources.
These new retail models offer consumers richer experiences, combining convenience, personalization, and real-time service. As Wang Zhe noted, the combination of fresh food, dining, and shopping creates a unique and immersive environment. According to Greg Penner, chairman of Walmart’s board, the future of retail lies in blending online and offline channels, using mobile apps, voice control, AR, and VR to enhance customer engagement.
Despite the rapid growth of online retail, the market is maturing, and the growth rate has slowed. In 2017, online retail sales accounted for less than 20% of total retail sales. Analysts believe that expanding into the offline world offers a more cost-effective way for e-commerce companies to acquire loyal customers.
Boxma Fresh, for example, has seen high user retention and online conversion rates. Some stores achieve over 70% online orders, with a 35% conversion rate from online users. While the "new retail" model is still evolving, it's already making a strong impact.
When asked about their experiences, many consumers describe "new retail" as a focus on detailed, thoughtful, and optimized service. It's not just about buying products—it's about creating a better, more engaging shopping experience. As this trend continues, the boundaries between online and offline will keep blurring, shaping the future of retail in exciting ways.
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