No. 2: Freshippo
Revenue: RMB 107.00 billion (US$15.75 billion)
Revenue change: 42.7%
Stores: 970
Store count change: 86.5%
Freshippo, Alibaba’s new retail chain built around online shopping, offline experience and fast delivery, continued its rapid expansion in 2025 and 2026, including in wine.
Founded in 2015, Freshippo operates two main formats: Freshippo, a mid- to high-end supermarket combining stores, online delivery and in-store dining, and Freshippo NB, a hard-discount community supermarket focused on lean SKUs, factory sourcing and value-for-money products.
Since 2025, Freshippo has entered a new expansion cycle. According to company data, Freshippo entered 40 new cities in 2025, while Freshippo NB opened more than 200 new stores. The company said it now serves more than 100 million consumers. In 2026, it plans to open at least 300 new stores, continuing to drive growth through both formats.
In wine, Freshippo has become one of China’s most active new retail platforms for imported wine. Through its “Freshippo Direct Wine Sourcing” strategy, the company works directly with wineries in France, Italy, Spain, Australia, Chile and other major producing regions, reducing intermediaries and expanding exclusive and customised labels. Many of these products are positioned around strong value for money.
Freshippo also works with major wine brands and leading importers, selling products from brands such as Penfolds and wines represented by ASC Fine Wines.
In 2026, Freshippo turned its attention to premium Chinese wine, collaborating with independent Chinese winemakers to launch its “Tracing Terroir” series.
Freshippo’s wine strategy is built around global sourcing, private labels and direct procurement. Wine has become an important category in its imported goods strategy and a way to strengthen its broader quality-consumption positioning.
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