Hema (Freshippo)
Founded by Alibaba in 2015, Hema is one of China’s first fully integrated online-offline grocery chains, with over 400 stores nationwide. It has been a trailblazer in instant retail and is also featured in Vino Joy News’ Top 100 Wine Importers list.
In 2024, Hema turned a profit for nine consecutive months, posting GMV of RMB 59 billion, with 60% from instant retail. While specific alcohol sales figures are rare, internal data from 2021 showed wine sales more than doubled over two years.
Hema’s private label line, Hema Select, includes an impressive wine selection including Marlborough Sauvignon Blanc, Pfalz Riesling, Médoc cru bourgeois, regional Bourgogne AOC white, Zinfandel from California and Amarone from Italy.
Unlike other players, Hema’s physical stores allow it to offer richer wine experiences: thematic in-store displays, food pairings, seasonal sparkling wine campaigns, and curated gift boxes—all of which drive engagement and conversion.
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