In recent years, fresh food has become a key driver for integrating physical stores with mobile technology, giving rise to new retail formats that blend "goods + services." Cities across China are now witnessing the emergence of these innovative stores, and major tech companies such as Alibaba, Tencent, JD.com, and even U.S.-based firms are playing a central 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 it is now gradually entering everyday life from the digital space.
One example is the Boxma Fresh store located in Shilibao, Beijing. Here, consumers can not only shop for fresh seafood but also enjoy it right on-site. The store offers a unique experience: customers can select live seafood like Russian king crabs, Boston lobsters, and white shrimp, weigh them, pay via an app, and then have them cooked by on-site chefs. The dining area is often packed with families enjoying a seafood feast, while others choose to take their purchases home. This seamless integration of online and offline experiences has made the store a popular destination.
Wang Zhe, a local resident, has visited the store multiple times. She says the convenience and variety make it a standout option. “The staff is always busy, and there’s a long queue, but you get to choose exactly what you want and cook it your way,†she explains. For her, the entire process—from selecting, scanning, and paying to enjoying the meal—is “very fresh.â€
Since 2016, Boxma Fresh has expanded rapidly, opening dozens of stores in Beijing and Shanghai. Alibaba has invested in the company, while other tech giants are also exploring similar models. For instance, Yonghui Supermarket launched its own “super species†format, and JD.com is preparing to enter the market with its 7Fresh initiative. These moves signal that internet companies are accelerating their push into the fresh food sector, making “new retail†more than just a buzzword—it's becoming a reality on city streets.
The convergence between online and offline is no longer a distant dream. Companies like Tencent, Alibaba, and JD.com are investing heavily in offline retail, forming partnerships with traditional supermarkets and logistics providers. For example, Tencent is increasing its stake in Yonghui Yunchuang, while Alibaba collaborates with Sanjiang Shopping and Bealead Group. JD.com is working closely with Walmart to integrate supply chains and back-end systems. These efforts highlight a growing trend: the future of retail lies in blending digital and physical experiences.
Greg Penner, chairman of Walmart’s board, believes that “the future of retail is a combination of online and offline.†He envisions a world where customers can shop through mobile apps, use AR and VR technologies, or interact with voice-controlled devices—enabling seamless shopping experiences both in-store and online.
From a broader perspective, the shift in consumer behavior is clear. While online retail sales in China have grown rapidly, the growth rate has slowed down in recent years. In 2017, online retail accounted for less than 20% of total retail sales. According to industry analyst Ding Haozhou, the cost of acquiring new online users is high, and customer loyalty is low. In contrast, offline stores offer a more cost-effective way to build loyal customers, making physical retail spaces increasingly valuable.
Boxma Fresh, for example, has seen impressive results. Its online conversion rate is over 50%, with some stores reaching up to 70%. The company’s founder, Hou Yi, notes that the user retention and online engagement are strong, proving that “new retail†is not just a trend—it’s a viable and successful model.
Today, when asked about their experiences with “new retail,†many consumers say it means “making service and experience truly meticulous, thoughtful, and optimal.†It’s a shift toward personalization, convenience, and a deeper connection between brands and customers. As more companies experiment with this model, the future of retail looks more integrated, dynamic, and customer-centric than ever before.
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