Hema Xiansheng is a new retail format that Alibaba has completely reconstructed to offline supermarkets. Hema is a supermarket, a restaurant, and a vegetable market, but this description seems to be inaccurate. Consumers can go to the store to buy or place orders in the Hema App. One of the biggest features of Hema is fast delivery: within 3 kilometers of the store, it will be delivered within 30 minutes.

Hema Xiansheng is mostly opened in residents' gathering areas. To place an order, you need to download the Hema App. Only Alipay payment is supported, and no other payment methods such as cash or bank cards are accepted.

In fact, behind the strong push of Alipay payment, it is Hema's ambition to mine big data of consumer behavior in the future. Alibaba provides membership services for Hema Xiansheng consumers. Users can register with Taobao or Alipay accounts so that consumers can view and purchase goods from the nearest store. In the future, Hema can track consumer purchase behavior and make personalized recommendations with the help of big data.

On August 11, 2018, Beijing Juran's Home Furnishing Chain Group and Hema's first store officially landed at Juran's Shunyi Store today. The Hema Shunyi store has an area of about 4,300 square meters and has more than 7,000 products. Through the global procurement system, Hema can purchase ingredients from nearly 100 countries. Specialty fresh commodities such as Boston lobster, Alaska king crab, Chilean cherries, etc. can be purchased from Hema.