Hema Fresh Product Analysis

Hema Fresh is an important part of Alibaba's expansion into the fresh food e-commerce sector. As the vanguard of Alibaba's "new retail", it has clearly defined its positioning and development model since its inception, focusing on the layout of the fresh food market and creating a new retail format through a combination of online and offline methods.

After nearly four years of exploration, HEMA Fresh has successfully connected the new retail fresh food e-commerce in online and offline scenarios and successfully entered the first echelon of the fresh food e-commerce industry. Its unique development model has also become a benchmark for the "new retail" industry.

This article will mainly discuss what makes HEMA one of the leaders in the fresh food e-commerce industry?

What challenges will Hema face in its future development?

What is the current development status of the entire fresh food industry?

1. Industry Analysis

Fresh food e-commerce refers to the direct sale of fresh products such as fresh fruits, vegetables, fresh meat, etc. on the Internet through e-commerce.

Since 2014, the fresh food e-commerce market has received great attention from investors, and a variety of new fresh food e-commerce models have emerged one after another, including forward warehouses, store-warehouse integration, and community group purchasing.

At present, fresh food e-commerce is still in rapid development. So what is driving the development of the fresh food e-commerce industry?

Since the fresh food e-commerce industry is deeply affected by macro factors, we will use the PEST model to explore the reasons behind it.

1. Politics

• In December 2017, the Ministry of Agriculture and the Ministry of Commerce issued a notice on the "Action Plan for Promoting the Development of Agricultural E-Commerce" to give full play to the important role of e-commerce in cultivating new economic drivers, building "dual engines" and achieving "dual goals", and to steadily promote the rapid and healthy development of agricultural e-commerce.
• In May 2018, the Ministry of Finance, the Ministry of Commerce, and the Ministry of Finance's Poverty Alleviation Office issued the "Notice on Carrying out Comprehensive Demonstration Work on E-Commerce in Rural Areas in 2018" to further build and improve the rural e-commerce service public system and cultivate the rural e-commerce supply chain.
• At the end of 2019, the Guiding Opinions on Implementing the "Internet +" Agricultural Products Out-of-Village and into-City Project pointed out that it is necessary to organize and implement the "Internet +" agricultural products out-of-village and into-city project, and to do a good job in the digitalization of the entire industry chain before, during and after production, which promoted the development of fresh food e-commerce.
• The Central Document No. 1 of 2020 pointed out: "Launch the construction project of agricultural products storage, preservation and cold chain logistics facilities. Strengthen the overall planning, hierarchical layout and standard setting of agricultural products cold chain logistics." This will promote the further development of domestic cold chain technology and provide technical support for the development of fresh food e-commerce.

2. Economy

1) Growth in disposable income of urban residents

In the first half of 2021, the median per capita disposable income of residents nationwide was 14,897 yuan, among which the median per capita disposable income of urban residents was 21,517 yuan, an increase of 9.7%.

The median per capita disposable income of rural residents was 7,956 yuan, an increase of 19.1%.

The growth in per capita income of urban residents has provided more consumption possibilities, providing an economic foundation for the development of the fresh food e-commerce service industry.

2) Residents’ consumption is mainly fresh food, and its proportion is increasing year by year

According to iResearch data, about 30% of Chinese residents’ consumer expenditure is spent on food, tobacco and alcohol, and this type of consumer expenditure is increasing year by year.

This also means that the consumption of fresh food, which is a basic necessity, has always been the bulk of Chinese residents' consumption, and the market development potential is huge.

3. Society and culture

1) Agricultural production develops towards scale and specialization

With the increase of new business entities such as agricultural production and operation units and farmers' professional cooperatives, my country's agricultural production is developing in the direction of scale and specialization, and the standardization and intensiveness of agricultural products are also increasing, providing a basis for large-scale procurement of fresh food e-commerce.

The results of the third national agricultural census showed that at the end of 2016, there were 3.98 million large-scale agricultural operators nationwide.

There are 2.04 million agricultural business units, an increase of 417.4% over 2006.

According to data from the State Administration for Market Regulation, the number of my country's professional farmers' cooperatives has also been steadily increasing in recent years.

2) The epidemic promotes the development of fresh food e-commerce

In 2020, the sudden outbreak of the epidemic has deepened people's dependence on mobile Internet, and people's lifestyles and habits have also changed to varying degrees.

At the same time, the epidemic has severely restricted the development of the offline economy. Fresh food e-commerce has solved people’s eating problems and allowed more consumers to recognize this consumption model.

3) People born in the 1980s and 1990s have become the main consumers, and their requirements for product quality, experience, and convenience have increased

With the development of the economy and the changes of the times, my country's consumer groups are gradually changing. At this stage, people born in the 1980s and 1990s have become the backbone of consumption, and their consumption habits have also changed accordingly. They are more willing to improve their personal consumption levels, and their standards for quality, experience and convenience are getting higher and higher.

In the future, as the scale of mobile users and the penetration rate of mobile online shopping continue to increase and the concept of online purchase of fresh food becomes more and more popular, consumers' demand for online purchase of fresh food will continue to expand.

4. Technology

The continuous development and progress of technology has brought many improvements and changes to the fresh food e-commerce industry.

• Upgrading cold chain logistics technology ensures the quality and safety of fresh products. In the future, as cutting-edge technologies such as the Internet of Things, blockchain, RFIF, and intelligent temperature control are further promoted and applied in cold chain logistics, technologies such as cold chain traceability and full-process monitoring will gradually take shape, which will more effectively ensure the quality and safety of fresh products during cold chain transportation.
• From the perspective of Internet technology, the application of artificial intelligence, big data, cloud computing and Internet of Things technologies can help fresh food e-commerce companies conduct scientific inventory management, and by analyzing consumer behavioral preferences, increase sales, reduce marketing costs and optimize operating models.
• During terminal delivery, the online intelligent dispatching system is used to achieve optimal route matching and optimal area dispatching, thereby improving delivery efficiency.

5. Conclusion

All of the above factors have worked together to promote the development of the fresh food e-commerce industry.

So what will be the development trend of this industry in the next few years? Is there enough market space?

As an essential industry for people's livelihood consumption, the fresh food retail industry has a market size of trillions of yuan.

In recent years, China's fresh food retail market has maintained steady growth. In 2020, the scale of China's fresh food retail market exceeded 5 trillion yuan. Fresh food products are one of the basic consumer goods in my country.

With the increase in per capita disposable income and consumer expenditure, the fresh food retail market will continue to grow in the future.

The fresh food market has broad development prospects. According to iResearch's survey results, the current fresh food zero-sale market is still dominated by offline transactions, but the proportion of online transactions has increased year by year, indicating that there is still a lot of market space for fresh food e-commerce in the future.

2. Competitive Product Analysis

From the perspective of the development of fresh food e-commerce models, five main models have emerged so far, including traditional vertical e-commerce, traditional platform e-commerce, store-warehouse integration (including supermarket delivery), forward warehouses, and community group purchasing.

According to the different warehousing logistics and distribution methods, the first two categories belong to traditional fresh food e-commerce, which achieves full coverage of target cities through regional/city center warehouses + logistics express delivery.

The last three categories focus on community fresh food e-commerce, achieving full coverage of target communities through community stores/warehouses + city delivery, which is the current mainstream model.

In 2019, most fresh food e-commerce companies similar to Hema gradually withdrew from the public eye because they took too big a step.

After suffering huge losses, Yonghui Super Species closed stores one after another, Yonghui Life returned to the general supermarket model, and Suxiansheng abandoned its offline business and turned to e-commerce.

The news about 7Fresh, which is still struggling, also remains before 2019.

From the perspective of user traffic, China Merchants Bank divides fresh food e-commerce into three tiers based on the number of active users of fresh food e-commerce apps in iResearch's "2021 China Fresh Food E-commerce Market Annual Insights" report and QuestMobile's "2021 China Mobile Internet Half-Year Report".

• The first echelon mainly includes community group buying platforms and Hema, a warehouse-store integrated model.
• The second tier includes MissFresh, Dingdong Maicai, Yonghui Life, etc.
• The third echelon includes PuPu, RT-Mart Youxian, Shixing Fresh, Meituan Maicai, etc.

Although community group buying and Hema Fresh are in the same first tier, community group buying mainly targets the lower-end market, while Hema Fresh mainly targets the mid- to high-end market.

Therefore, we chose MissFresh, whose number of active users is second only to Hema Fresh, as a competitor, and analyzed Hema Fresh and MissFresh from the perspective of their growth history and business model.

1. Hema Fresh

1) Growth process

• In 2016, Hema Fresh opened its first store in Shanghai Jinqiao Plaza.
• In 2017, Jack Ma appeared at the Hema Fresh Shanghai Jinqiao store accompanied by Alibaba CEO Zhang Yong.
• In August 2018, Hema announced that it would work with 500 agricultural product bases and brand suppliers across the country to build a "new retail-supply" relationship based on the buyer system.
• In September 2018, Hema launched a new retail system, REXOS, the first AI-driven cash register device. The launch of this product represents Hema’s transformation from a retail company to a technology company. The main difference from traditional ERP is that ReX includes online traffic operation data, places more emphasis on the management and operation of traffic, and opens up the ecological system of Alibaba's products such as Tmall and Taobao.
• In 2019, Hema suspended store openings and withdrew from Hema mini.
• In 2020, the first Hema X membership store in the country opened in Pudong, Shanghai, becoming the first Chinese brand in the warehouse-style membership store model.
• In April 2021, the first Hema neighborhood store opened.
• In October 2021, Hema’s first outlet store opened.

2) Business model: store-warehouse integration + in-store merchants

Positioning: A new retail platform driven by data and technology.

Product supply: Direct sourcing from overseas and domestically.

Overseas, Hema mainly purchases high-quality seafood, meat products, fruits and vegetables, dairy products and other commodities from around the world. Domestic direct purchases are divided into direct purchases from the place of origin and local direct purchases.

Domestic direct purchase is divided into two modes based on actual conditions:

• The first type is single product, such as Gannan orange and Aksu apple. For these products that have mature bases in China, we can go directly to the bases for quality control and procurement.
• The second type is products such as vegetables and meat, which are based on cooperation with local businesses. They are picked in the morning and delivered to stores for sale in the afternoon.

Product categories: With 6,000-8,000 SKUs, HEMA Fresh focuses on fresh products, with offline store food accounting for 80%, of which fresh food accounts for 20%, including mid-to-high-end items such as king crab and Australian lobster.

Its online products mainly include fresh fruits, seasonal vegetables, meat, poultry, eggs, seafood, dairy products, frozen foods, catering and baking, snacks, wine and beverages, grains, oils and general merchandise.

Warehousing: Warehouse-store integration model, 306 stores in 28 cities.

Delivery: Hema promises to deliver the goods to your home within 30 minutes within 3 kilometers of the store.

User source: Physical store traffic: HEMA Fresh's fresh food and beverage area accounts for one-third of the business area, attracting customers to experience the offline stores, and after becoming familiar with the product features, they continue to repurchase and place orders online.

Intelligent:

• Intelligent store warehouse operation system : analyze online and offline sales data, know in real time where the goods are located, how to assign tasks, make appropriate personnel deployments, and achieve optimal labor efficiency.
• Intelligent order inventory allocation system : predicts the distribution of goods in different regions based on the historical sales of Hema stores and Taobao data. Hema's development model of integrating online and offline operations has further activated Alibaba's user data. Through technology and models, it has portrayed user portraits, analyzed users' consumption habits, consumption preferences and other behavioral patterns, and flexibly adjusted offline product inventory and display, thereby achieving precise marketing and production based on sales.
• Intelligent fulfillment order aggregation algorithm : Under the guidance of the algorithm, the system connects orders in series and ensures the optimal delivery batches, realizing multi-order delivery and reducing fulfillment costs.
• Intelligent delivery scheduling of "people, goods and places" : "Where is the deliveryman's location, what are his skills, what kind of goods and orders is he familiar with, and which area is he more familiar with? This is the person. Goods are orders, batches, and packages. The place is the deliveryman's location, where he is now, and where he will go after delivering the next order." Make a schedule and optimal match among these three to maximize the delivery efficiency.

Business expansion : Hema has successively launched new business formats such as Hema F2, Hexiaoma, Hema Vegetable Market, and Hema mini, expanding from the first- and second-tier mid-to-high-end cities where Hema Fresh is available to third- and fourth-tier cities, and expanding the target population to the sinking market to meet the needs of different consumer circles.

2. Daily Fresh

1) Growth process

• In November 2014, MissFresh was established.
• In 2015, the first forward warehouse model was created, and the 2-hour express delivery service was launched
• In 2016, the Daily Fresh APP was officially launched
• In 2017, the express delivery service was accelerated to 1 hour for members.
• In 2018, we launched a full-category fresh food strategy to provide consumers with a richer SKU and a one-stop shopping experience. A fast cold chain logistics system of "city sorting center + community forward warehouse" has been established in 20 major cities across the country to provide users with a one-hour delivery service for all categories of self-operated selected fresh produce.
• In 2019, MissFresh joined hands with Tencent Smart Retail to carry out strategic cooperation, focusing on honing the core capabilities of digital operations including "smart supply chain", "smart logistics" and "smart marketing".
• In 2020, MissFresh held the first supply chain ecological conference in the fresh food industry to jointly build the industry ecology
• In 2021, the company updated its vision to "become China's largest community retail digital platform" and promoted the digital upgrade of China's community retail industry with a new strategy of "(forward warehouse instant retail + smart vegetable market) x retail cloud".

2) Business model : self-operated forward warehouse + home delivery model

Positioning: A technology-driven innovative community retail enterprise.

Procurement: Direct procurement model. In 2020, more than 80% of the goods and more than 93% of the fresh agricultural products provided by the company were purchased directly from manufacturers.

Product categories: The company’s forward warehouse has more than 4,300 SKUs. At present, we have completed the layout of selected fresh produce in all categories including fruits, vegetables, dairy products, snacks, alcoholic beverages, meat and eggs, aquatic products, prepared food, light meals, fast food, grains and oils, and daily necessities.

Warehousing: The ultra-fast cold chain logistics system of city sorting center + forward warehouse currently has 631 forward warehouses in 16 cities.

Delivery: Arrives in as little as 30 minutes.

User sources: advertising and subsidy activities, increasing the cultivation of core users to increase the average order value and repurchase rate.

Intelligence: Based on years of experience and accumulated data in the fresh food retail market, MissFresh has entered into a strategic partnership with Tencent Smart Retail to develop the core capabilities of retail digital operations and form an intelligent decision-making system, namely the Intelligent Retail Network (RAIN).

• Intelligent supply chain: Form a large-scale distributed supply and demand balance through intelligent product selection, scientific pricing, and precise inventory.
• Smart logistics : Achieve large-scale and efficient instant delivery through store location selection, wave order collection, and time efficiency planning.
• Intelligent Marketing : Tencent Smart Retail screens out potential users of fresh food e-commerce from a large number of users, and helps MissFresh save customer acquisition costs and increase new customer conversion rates through targeted delivery. Introduce new customers through social networking + coupon distribution (group buying, sharing gifts, daily fresh coins, sign-in, etc.), and make personalized product recommendations to consumers to increase user stickiness and repurchase rate.

Business Development :

• Smart fresh food market business : The company empowers the traditional fresh food market through digitalization, adjusts the layout of the traditional fresh food market, optimizes the merchant structure, provides SaaS-based services to market merchants, including electronic payment, online marketing, etc., and expands e-commerce channels to obtain private domain traffic.
• Retail cloud service business : The company empowers the retail industry chain based on the intelligent retail network (RAIN) and provides AI-based SaaS systems for retail business partners. Through the retail cloud service business, the smart retail network will be platformized to enhance the digital capabilities of supermarkets, fresh food markets and merchants in omni-channel operations, customer management, supply chain management, store-to-home delivery and other aspects, thereby achieving efficiency upgrades for the entire industry.

3. Summary

From the above analysis, it can be seen that both Hema Fresh and MissFresh are positioned as data and technology-driven retail companies, and their target groups are the middle and high-end population in first- and second-tier cities, but their business models are different, and they are indirect competitors.

• Judging from its development history , Hema Fresh focused on building the supply chain and the digitalization of stores and warehouses in the early stages, and paid more attention to business expansion in the later stages. In the early stage, Daily Fresh focused on its own refined operations, and in the later stage it focused on the digital management of the entire supply chain, and tried to empower it in vegetable markets and supermarkets.
• In terms of product categories , both adopt a full-category strategy, aiming to create a one-stop shopping experience for consumers, but Hema Fresh places more emphasis on fresh food.
• From the perspective of warehousing , Hema Fresh adopts a front-store-back-warehouse model, covering consumers within a 3-kilometer radius. Some of these consumers will choose to consume in-store, which can reduce Hema Fresh's transportation capacity and reduce delivery costs. MissFresh adopts the forward warehouse model, which also covers a 3-kilometer range. Every order needs to be delivered, and the transportation capacity is under great pressure. Serving the same number of customers, its delivery cost will be higher than that of Hema Fresh.
• From an operational perspective , Hema Fresh attracts consumers through fresh food and fresh food cooking in stores, drives sales of other higher-profit products such as department stores, and at the same time directs consumers to online apps. However, Daily Fresh is at a disadvantage in this regard and can only attract users through large advertising and subsidy investments and make profits by cultivating core users.
• From the perspective of intelligence , Hema relies on the Taobao system, and MissFresh cooperates with Tencent to achieve supply and demand balance and efficient delivery. The difference is that Daily Fresh needs to rely on Tencent data for precision marketing, while Hema needs to maximize the labor efficiency of the store and warehouse system.

Finally, with Alibaba as its backing, Hema Fresh has greater financial advantages. After consolidating its core business, it began to expand into various business formats to cover consumers from different circles.

DailyFresh empowers businesses such as vegetable markets and supermarkets through an intelligent system built in cooperation with Tencent.

In comparison, Hema Fresh's expansion momentum is stronger, but the specific effect is still unknown.

3. User Value Analysis

In the fresh food e-commerce industry, there are three main participants: fresh food suppliers, consumers and platforms. The business logic of Hema Fresh is as follows:

If the platform wants to achieve rapid growth, it must meet the needs of consumers and fresh food bases.

Next, let’s explore the needs of both parties and how HEMA Fresh, as a platform, can better meet their needs.

1. Consumers

Hema Fresh mainly serves middle- and high-income white-collar workers born in the 1980s and 1990s in first- and second-tier cities.

According to the iResearch survey results, white-collar workers in first- and second-tier cities are mainly concerned about the quality and freshness of fresh products, product prices, delivery speed, and variety of categories.

White-collar workers with middle and high incomes have higher consumption demands and spending power for fresh products, are relatively insensitive to prices, pursue quality of life, and are willing to pay higher prices for high-quality fresh products.

Therefore, product quality and freshness are their top concerns, while product price is not a consideration.

In addition, white-collar workers in first- and second-tier cities lead fast-paced lives and have little free time. They hope to buy suitable products in the shortest possible time, and it would be best if all their shopping needs could be met in one stop.

Therefore, there are high requirements for the delivery speed and richness of fresh food categories of fresh food e-commerce.

It can be seen that Hema Fresh's target users have high demands for product quality, product category richness, and quick product acquisition. Currently, they mainly purchase fresh products in the following ways:

1) Large supermarkets

Supermarkets are the main place where people buy fresh food on a daily basis nowadays. Compared with vegetable markets, supermarket environments are neater, cleaner and more hygienic.

Therefore, more people now choose to buy fresh food in supermarkets. Large supermarkets have a rich variety of fresh produce, which is concentrated in one area for easy selection.

However, the fresh produce in supermarkets is generally known to consumers as "origin brands", such as "Luochuan apples" and "Taiwan pineapples". The quality of fresh produce produced in different places varies greatly, and upstream suppliers do not perform standardized quality control and screening, resulting in many mixed situations.

In addition, some consumers reported that it takes 40 minutes to drive to and from a large supermarket closest to their home, including parking, and 1.5 hours to select items and queue up to pay. If they want imported fruits they like, they have to go to a fruit store.

It can be seen from this that for white-collar workers with less time, going to large supermarkets is time-consuming, and large supermarkets also lack high-end fresh food categories and cannot fully meet their demand for fresh products.

2) Farmers Market

The farmers' market is organized into stalls, and each business operator is a boss. They have independent purchasing and supply channels, a rich variety of products, and the dishes are generally handled by the business operators themselves, so there is little loss.

However, quality monitoring and management in farmers' markets are difficult, traceability of safety responsibilities is poor, and the quality of fresh products cannot be guaranteed.

The construction and management of farmers' markets are also in a state of disorder, with poor infrastructure and prominent fire and food safety risks.

There is not a farmer's market near every community, and there are many stalls in the farmer's market, and there are duplicate products in different stalls, so it takes a lot of energy and time to visit the farmer's market.

3) Community fresh food store

The community fresh food store is located in the community, so you can buy it on the way home from get off work, which is convenient and fast. However, most of the community fresh food stores are individually run businesses with a limited variety of merchandise and not many choices.

In addition, since it is an individual business, the purchasing channels are different, and the overall quality of fresh fruits in the fresh food store is average.

4) Traditional fresh food e-commerce

Traditional fresh food e-commerce platforms choose to sell fresh food online, such as Tmall Fresh and JD Fresh. Consumers can purchase products online without leaving their homes, but the inability to experience fresh food makes consumers have doubts about product quality.

Traditional fresh food e-commerce has a rich variety of fresh food categories, but most of the fresh food sold is frozen products, and can only be delivered within 1-2 days after the user places an order. There are problems with the long delivery time and high loss of fresh food.

To sum up, the above four methods have their own advantages and disadvantages, but none of them can simultaneously meet consumers' demands for rich and fresh product categories and fast and convenient purchases.

2. Fresh food base

in the country, there are still many farmers in the upstream agricultural field who are struggling to find stable channels.

The good products "hidden" in the fields lack channels to "go out", and their quality and standards still need to be improved through modern agricultural technology.

At present, there are several ways for agricultural products to "go global":

1) Sales through multiple intermediaries to farmers’ markets, supermarkets, etc.

At present, agricultural products “going global” are mainly distributed and circulated nationwide through multi-level wholesale markets in production and sales areas.

This sales model has too many intermediate sales levels and involves multiple stakeholders, which is bound to bring many problems.

• First, there are too many intermediate circulation links, which hinder the rapid transmission of consumer demand information, leading to blind production by farmers and a backlog of agricultural products, thus causing economic losses to farmers;
• Second, there are too many circulation links, which leads to increased costs and expenses, which in disguise increases the prices of agricultural products, resulting in lower sales, thus affecting farmers' enthusiasm for production.

2) Urban and rural trade markets

Sales in urban and rural collective markets mean that producers of agricultural products sell their agricultural products directly to consumers through farmers’ markets.

This sales model allows producers and consumers to trade directly, eliminating the middleman, thereby obtaining higher economic profits than with the participation of middlemen.

However, this sales model requires farmers to invest more time and energy, and there is a risk of imbalance between supply and demand.

3) Agricultural product processing enterprises

Agricultural product processing enterprises sign planting agreements with growers and purchase agricultural products. Agricultural product producers sell agricultural products to agricultural product processing enterprises, and processing enterprises turn agricultural products into other commodities for sale.

This sales model can increase the profits of agricultural products and indirectly increase farmers' income, but the proportion of purchases made directly by purchasing and processing companies from agricultural producers is relatively small.

4) Agricultural products e-commerce

Agricultural products are shipped directly from the cultivation bases to consumers, saving the channel costs of wholesalers and retailers.

However, since the storage of many agricultural products is unstable, the freshness of the products cannot be fully guaranteed, which affects the sales of agricultural products and may cause farmers' agricultural products to be unsalable.

3. Platform

From the above analysis, we can find that the unresolved pain points faced by consumers are:

• Product quality cannot be guaranteed. Fresh products are non-standard products, and it is difficult to maintain consistency in taste and appearance, and there are issues with shelf life and freshness.
• The product variety is not enough and there are few channels for purchasing high-end fresh food.
• Offline purchases are time-consuming and laborious, while online purchases do not allow you to experience the product and the quality cannot be guaranteed.

The unresolved pain points faced by fresh produce bases are:

• There are too many stakeholders in the multi-level supply and marketing system, and the supply and demand information of products is not circulated smoothly.
• Farmers put too much effort into sales and need to bear the risk of unsalable products
• Farmers selling through e-commerce face storage instability issues

In response to the above pain points, how does Hema Fresh, as a platform, better meet the needs of consumers and production bases to attract them to this platform?

For consumers:

1) Direct purchase from the place of origin

Adhere to direct sourcing from the source and build a fresh food traceability system.

Hema has achieved joint procurement and supply chain collaboration with Alibaba platforms such as Tmall Supermarket, Miaoxiansheng, and Yigu Fresh, insisting on direct sourcing from the source, reducing intermediate links, improving the operating efficiency of the entire chain, reducing losses and costs, and ensuring the freshness of goods.

2) Source quality control

Hema will go directly to the base to perform quality control, procurement, and batch processing inspection center. Goods such as vegetables and meat are picked in the morning and delivered to stores in the afternoon based on cooperation with local businesses to ensure product quality and freshness.

3) Fresh Everyday

In order to solve the problem of fresh food experience, HEMA Fresh has launched a series of daily fresh products, which are picked and sold on the same day, with the main focus on "freshness".

Hema Fresh stores have a special team that checks the quality of fresh products one by one every day and sets a shelf life for fresh products. Fresh products will be discounted or reported as damaged when the shelf life expires, even if there is no problem with the quality or appearance.

4) Selected product categories with rich variety

Most stores are around 5,000 square meters in size and have around 8,000 SKUs.

Hema Fresh selects products from all over the world, and its product categories present a "hundred flowers blooming" phenomenon. The main category sold is fresh food, including high-end fresh food from home and abroad. The second category is fast-moving consumer goods, and the third category is daily necessities, allowing consumers to enjoy one-stop shopping.

5) Integration of in-store experience and online purchase

The strong experience of offline users endorses online services and attracts traffic. At the same time, offline stores have front store and back warehouse, assuming the function of forward warehouse to ensure delivery timeliness.

Hema Fresh’s online and offline products are unified. After consumers experience the products offline and think they are good, they can choose to place an order directly on the app, saving time going to and browsing the store.

6) In-store self-checkout

There are multiple self-service checkout machines in the store, where consumers can check out by themselves after shopping, reducing waiting time in line.

7) Fast delivery

HEMA Fresh’s delivery range is 3 kilometers, and the fastest delivery time is 30 minutes. Starting from the needs of consumers, it strives to create a living circle suitable for target consumers.

For fresh produce bases:

1) Digital Agriculture

In accordance with Alibaba's digital agriculture planting standards and requirements, farmers grow products based on orders, and sell them directly to Hema Fresh's online and offline channels, using digital tools to connect production and sales to achieve production based on sales.

2) Development of Hema Village

Hema has developed many Hema Villages and cooperated with large agricultural companies to underwrite all of their agricultural products, allowing farmers to concentrate on upgrading agricultural digital production technologies. Sales, channels and logistics issues are left to Hema to increase farmers' income.

3) Buyer system

Under the buyer system model, the buyer team is often responsible for the entire process from production to sales of goods and bears the risk of product unsale.

Buyers often need to integrate various supply chains such as R&D, production, warehousing, transportation, marketing, sales, and services based on a deep understanding of end-consumer demand.

Therefore, the goals of buyers and retail stores are often highly unified, that is, to be sales-oriented and to meet consumer needs to the greatest extent possible.

Hema connects with fresh produce bases through buyers, reducing the number of stakeholders. The information flow is directly transmitted from the terminal to the supply end. Fresh produce producers only need to focus on production and no longer have to worry about product sales.

4. Conclusion

Through the above analysis, we can find that Hema Fresh provides consumers with fresh products with good quality, rich categories and fast delivery through direct procurement, creating a one-stop shopping experience, and integrating online and offline.

At the same time, through digitalization and the buyer system, Hema allows farmers to produce with peace of mind and solves their sales problems.

4. Commercial Value Analysis

As an e-commerce platform, an important indicator for measuring the profitability of Hema Fresh is GMV (gross merchandise volume). The general calculation formula for GMV is GMV=number of registered users*conversion rate*average order value.

An increase in any of the indicators, such as the number of registered users, conversion rate, and average order value, will have a positive impact on the growth of overall revenue, so next we will focus on analyzing the means by which HEMA Fresh has improved these three key indicators.

1. Increase the number of registered users

1) In-store traffic

QR codes for downloading the Hema app are posted everywhere in the Hema Fresh stores. When consumers are selecting products in the store, they can download the Hema app by scanning the QR code.

In addition, when purchasing Hema Fresh products in the store, you must download the Hema app to check out by yourself. This can guide consumers who have experienced the products offline to purchase products online.

2) Strategic interconnection with Ele.me

All 150 Hema stores across the country have been launched on the Ele.me platform. Users can also directly connect to the Hema app to place orders through Ele.me and enjoy the delicious life in the "Hequfang".

3) The app guides users to register and log in

After guiding users to download the app through various means, only by allowing users to register as consumers can they generate subsequent purchasing behavior and become users of the app.

When users have not registered and logged in to the Hema Fresh app, they can browse products and view product details, but they cannot add products to the cart or place orders and pay for them. Therefore, only user registration is meaningful for the Hema Fresh app.

So how does Hema Fresh guide users to register?

When users enter the homepage, there are special prices for new users at the top of the homepage, and the following banner bar shows special coupons for new users. At the bottom it says that they can log in immediately and there are gifts for new users.

This shows that Hema Fresh mainly attracts consumers to register and log in to the Hema app through preferential activities.

4) Invitation to gift activities

Old Hema users can get a 30 yuan reward by inviting new users to place orders.

How to play:

• The activity entrance is placed on my page, in the most conspicuous column of the page to attract the user's attention. Using 30 yuan as the icon, consumers can quickly understand that they can get a 30 yuan reward by participating in the event, which attracts consumers to participate in the event.
• New users are considered to have been invited successfully if they register on the HEMA Fresh app through a link or a Hekouling and place and sign for an order online or in a store within 7 days.

Conditions for receiving the reward:

• If a friend completes the first order and confirms receipt within seven days, and the actual payment amount is greater than 0, the system will issue a 20 yuan bonus after confirming receipt;
• If a friend places a second order and confirms receipt within 7 days after the first order, and the actual amount is greater than 30 yuan (excluding shipping costs), the system will issue a 5 yuan bonus after confirming receipt;
• If your friend completes the third order and confirms receipt within 7 days from the day after the second order, and the actual payment of the order amount is greater than 50 yuan (excluding shipping costs), the system will issue a 5 yuan bonus after confirming receipt.

The rewards are distributed in three installments, with the intention of cultivating new users into old users and then inviting new users to receive rewards. This kind of social fission continuously adds new users to the platform.

2. Improve conversion rate

Conversion rate = number of paying users/number of registered users, that is, conversion is when a user makes consumption on the platform.

Therefore, the improvement in conversion rate mainly lies in increasing the number of paying users. In other words, the platform must guide users to purchase products when they use the app in order to increase the conversion rate.

E-commerce users can be divided into users with clear goals, users with clear categories, and users with unclear goals .

1. Users with clear goals need to find products quickly, so their subsequent path is generally: home page - search page - specified product list page - product details page - shopping cart page.
2. Users with clear categories will search for products through the product classification window, and their purchase path is generally: home page - product classification page - product details page - shopping cart page.
3. Users with unclear and definite goals need to repeatedly browse products or activities, then check the product details, and then browse products or activities again, and so on. Their purchase path is generally: home page - activity page - product details - shopping cart page.

The three types of users need to go through the product details page and the shopping cart page to complete the conversion. Therefore, in order to analyze in detail how Hema guides these three types of users to consume, the following page order will be used for analysis:

Home page - search page - specified product list page - product category page - activity page - product details page - shopping cart page.

1) Home page

The search box is located at the top of the homepage, allowing targeted consumers to quickly find the product search entrance.

Below the search box is an oversized banner image. The banner image displays corresponding pictures according to the season to attract users' attention. It increases users' interest in the event by offering seasonal new experiences and coupons for discounts. The red highlight of "Buy Now" creates a sense of urgency and guides users to the event page.

Below the banner is the product classification, which is displayed with a small product picture and simple text summarizing the product type, helping consumers with clear categories to find product categories more quickly.

The worry-free price recommendation below the product category is highlighted in yellow and informs users of the current product price. Low prices are used to attract price-sensitive consumers among unclear target users to enter the event page.

Swipe down on the home page to enter the second screen of the home page. This screen is mainly for consumers with unclear goals.

Firstly, there are four activities: Seasonal Calendar, Super Box Calculation, Fresh Daily Table and Big Brand Show. They are arranged in pairs on the left and right, using eye-catching activity names to attract consumers' attention.

• The seasonal calendar has a sign next to it indicating what to eat today, solving the problem of consumers not knowing what to eat;
• Super Box is designed to attract price-sensitive consumers;
• Fresh Everyday Table attracts consumers who have high demands for product quality;
• Act like a big shot to attract consumers who like brand products.

Below the four events is a list of events and products.

• The product list is displayed in the form of a waterfall flow, with white as the base, and a large area is used as the product picture to highlight the product form and quality, so as to attract consumers to purchase products. The shopping cart is placed in the lower right corner to shorten the consumer shopping process and improve user conversion rate more efficiently.
• The activity pictures are interspersed with the product waterfall, and the spring color is used as the base color, which is different from the product list. Mark as Shunyu Try New, and display "Enjoy Limited Time Flash Sale" in large fonts to attract users to the activity page.

2) Search page

Increase bold fonts to highlight search history and search discovery.

• Search history is the name of the product that the user has searched for, and the user is likely to need to purchase again. At this time, the user only needs to click on the product name to quickly search for the product, speed up the search speed of users with clear targets and improve user experience.
• Search discovery is based on similar products recommended based on searched products, and it also speeds up user decision-making and search speed for targeted users and improves user experience.

The Hema Hot Search and Recommendations at the bottom of the page are for you. Users can set display/hide according to their own needs. For users who prefer shopping in Hema in daily life, it can better help them buy suitable products.

For users with clear goals on a daily basis, hiding these can prevent unnecessary information from being interfered with and making purchasing decisions faster.

3) Specify product list

The product list specified here refers to the page displayed after the user searches for the product.

After users determine the product they want to purchase, what they are most concerned about is the delivery time of the product. Therefore, the options of "fastest 30 minutes delivery" and "Tomorrow delivery" are given at the top of the page for consumers to choose from.

The product list first displays products with labels, such as "saving worry-free price" and "Top1 eggplant fruit and melon hot-buying list", attracting consumers to enter the product details page or directly add to the shopping cart from the two aspects of product price and reputation.

The shopping cart is also placed in the lower right corner to shorten the user's purchase process.

4) Product category page

The product category page refers to the page you enter by clicking on a type of products in the product category on the home page.

Product categories are still displayed in the form of pictures + text and placed at the top of the product list, so that users can switch product categories at any time.

For consumers who only clarify the product categories, a more detailed product classification is made on the left, and a red box is used to highlight recommendations, hot products, and attract consumers to click.

The activity picture is displayed above the product list on the right, which is distinguished from the product list with yellow, highlights the product price and attracts consumers to enter the event.

Product list: The red highlights the price of the product and displays the characteristics of the product with multiple labels, such as "Seasonality", "Worry-saving price", "River Fresh", etc., attracting consumers to enter the product details page or directly structure the product.

5) Activity page

An activity page refers to the page that consumers click on the corresponding activity to enter. Here we take the seasonal calendar as an example.

Most of the page uses comics to display the dishes that are suitable for use today, and displays the ingredients you need to purchase below to guide users to make purchases.

Swipe down to display the second screen of the activity page to highlight the new products, the first season, and the first brand to provide consumers with new products of the season.

On the one hand, it satisfies consumers' freshness, and on the other hand, it tells consumers what season to eat and attracts consumers who like healthy diets.

6) Product Details Page

Most of the page is used to display product pictures (5 pictures) to allow users to see the quality of the product and enhance their trust in product quality.

The red highlights the label "worry-saving price" and product prices, attracting users' attention and prompting users to quickly determine whether the product price meets their needs.

The shopping cart is placed on the right side of the bottom of the page and takes up a large area, making it easier for users to add products to the shopping cart.

Swipe down to enter the second screen, first of all, it mainly displays the delivery method, delivery time, after-sales service and discount activities of the product, displays the information that users care about, and speeds up purchasing decisions.

Show users' praise, and other users' text descriptions enhance users' trust in product quality.

If the user still has doubts about the product and continues to slide down, the user will use a large picture to display the product's detailed information to highlight the product quality.

Recommend recipes to consumers to guide consumers to place orders.

Showing Hema service to consumers further dispel user doubts and allow users to purchase products with confidence.

7) Shopping cart page

Highlight the red "change purchase" label to arouse users' desire to buy.

The shopping allowance is displayed near the settlement position at the bottom, showing the discount to users, and the urgency is enhanced through countdown, the user's willingness to pay and speed up the user's purchase process.

3. Increased customer unit price

The average customer price refers to the average payment amount of the user over a period of time.

In the case of fixed time, the average customer price is affected by two factors: the amount of a single purchase and the frequency of purchases.

1) Increase the purchase frequency

X Member:

The "X Member" opening portal is set up on the two right sides of my page. After users open a membership, they can enjoy 18% off and receive free dishes every day.

In addition to my page, Hema sets up the "X Member" entrance on the home page, product details page and shopping cart page.

Intentionally convert paid users into members, deeply bind these users to the platform, and increase the frequency of users' purchases.

2) Increase the amount of a single purchase

Free shipping and replacement of orders : Free shipping and replacement of orders are set up on the product details page and shopping cart page.

• Free shipping for orders: remind users of how much they can get for orders, so that users can purchase more items to raise orders, thereby increasing customer order prices
• Full-time exchange: When purchasing a certain amount or type of goods, you can purchase other goods at a more preferential price, which can further stimulate consumers' desire to buy other goods and increase the amount of money they purchase at one time.
• Value-for-money: To purchase one item of a specific type of product, you can purchase other products within a certain range at a preferential price. Through such concessions, consumers can also purchase more products and increase the average customer price.

Recommended recipes and matching recommendations:

When entering a product details page, the user shows that the user is interested in the product. By recommending recipes or dishes related to this product, it arouses the user's memory or new recipes to make a certain dish to bring freshness to the user.

Let users unconsciously purchase more products, and also let users enjoy the fun of one-stop purchase.

Product recommendation:

Recommend products with strong relevance through big data mining technology, arouse user memory and increase the amount of a single purchase.

4. Summary

From the above analysis, we can find that Hema Fresh has done a lot of work to optimize its revenue model, constantly attracting new users, and improving conversion rate and customer unit price by displaying product quality, providing discounts, after-sales service guarantee, big data recommendation, etc.

5. Product Iteration Analysis

In order to deeply analyze the iteration logic of Hema Fresh products, the author iterated the following for all core versions of Hema Fresh:

According to the curve distribution of the cumulative download volume of Hema Fresh on Cool Pass, it can be seen that the curvature of user growth has continued to increase since November 2017, and then it has become a trapezoidal growth trend after October 2019.

Therefore, the iterative stage of Hema Fresh can be divided into three stages: the start-up stage, the growth stage and the maturity stage.

1. Phase 1: Starting Phase

Before April 2017, the V0.9-V1.3.3 version was the startup stage of Hema Fresh.

The main goal of this stage is to verify user needs and polish the user experience.

At this stage, Hema Fresh mainly completes the main functions of an e-commerce app.

For example, changing the homepage, order list page, search function, problem feedback, etc., and adding marketing functions are all to improve user conversion rates and allow early core users to settle on the platform.

As the app platform becomes more and more abundant, the initial user's goal of purchasing products is clear. In order to enable users to find products faster and more accurately, the product search function has been enhanced.

2. Stage 2: Growth Stage

From V2.0.0 to V4.40.0 version is the growth period of the product. During this period, the number of downloads of apps continues to increase. The main goal of the app is to expand the number of users, explore more user scenarios, and improve user conversion rates.

In terms of expanding the number of users, we adopt the online fission method of inviting friends to obtain coupons, and launch an electronic gift card to allow users to actively attract new users, reduce operating costs, and achieve user growth.

In addition, in response to the different needs of users in different scenarios, Hema Fresh has expanded many new scenarios to meet the needs of consumers, so as to attract new users and increase user registration and conversion rates.

Before purchasing:

• For users with unclear purchase needs, many improvements have been made on the homepage of the product, adding waterfall recipes and adding the "My Frequent Buy" module to assist users in making purchase decisions. For users with clear purchasing needs, add new hot selling lists, attribute selling points, etc. to speed up user decision-making speed.
• For products that consumers are interested in, if you want to further understand the product-related information, you can use video explanation when entering the product details page, and use dialect and voice explanation to improve the product experience, make users feel friendly, and quickly understand the product so that they can make purchasing decisions.
• A "Table of Food" channel has been launched for users who need to entertain relatives and friends.
• In order to attract users with children and elders to purchase more products, a new column for recommendations for growth plans, respecting elders, and life-selected products have been added to the product details page.

After purchase:

• If users are satisfied with the product after purchasing, they need to express their feelings, which is also a reference for other users to purchase products. Therefore, Hema Fresh has added an evaluation function.
• After placing an order, you may find that the address delivery time is filled in incorrectly, and the function of modifying the delivery time and address is added.
• After placing an order, users may want to know in real time where the things they purchased are delivered, so the logistics and delivery trends of new orders on the homepage are added.

Overall, Hema Fresh mainly focuses on attracting new users and improving user conversion rates at this stage, constantly exploring user scenarios, allowing as many functions as possible to be displayed on the homepage, improving users' experience before and after purchase, and attracting new users to stay on the platform.

3. Stage 3: Maturity stage

July 2020 has been the mature stage of Hema Fresh. Maintaining the activity of old users and reducing the loss of old users is the focus of Hema Fresh product iteration.

In order to maintain the activity of old users, Hema Fresh will focus its iteration on Hema Town and community.

For example, add Hema Town entrance to the homepage and launch a new gameplay of Hema Town to increase user activity.

In terms of the community, we will launch next door, box area life, etc., increase creator centers, cultivate box area experts, maintain user activity, increase user stickiness, and attract new users.

4. Summary

Overall, Hema Fresh has a good sense of rhythm.

Hema Fresh improves the basic functions of the product during the startup period and allows early users to settle down through marketing functions.

In the growth stage, explore a variety of user scenarios and attract new users; in the mature stage, users are revitalized through Hema Town Hema Community Sharing, etc., to enhance user stickiness.

VI. Product function analysis

In the iterative analysis, we analyzed the iterative steps of Hema Fresh's product functions. Next, let's take a look at what users' needs meet and how they are distributed throughout the app.

This is mainly analyzed through product structure. The following figure is the product structure brain diagram of Hema Fresh V5.32.0:

For the sake of analysis, the author re-examines the product structure of Hema Fresh according to users, scenarios, needs and functions and obtains the following table:

1. Overall analysis

Hema Fresh’s main target users are fresh food consumers, and the focus is on meeting the needs of these consumers.

There are four scenarios when consumers use Hema Fresh:

1. Before purchasing;
2. Purchasing;
3. Ordering is being placed;
4. After placing an order.

Scene 1: Before purchasing

Before purchasing, users can be divided into three types: consumers with clear goals, consumers with clear categories, and consumers with unclear goals.

• Users with clear goals are very clear about what products they want, and their needs are mainly to quickly find products. Hema has designed a search box at the home page and at the top of the product classification page, and users can quickly and accurately find the target product through the search box.
• Users with clear categories know what type of products they want, but they are not sure what specific products they want to buy. Hema has set up product categories on the homepage and gives these users the classified products to choose.
• Users with unclear goals can be divided into users who don’t know what to eat and users who don’t know what products to eat. For users who don’t know what to eat, Hema has specially launched a module for eating to see what others are eating to solve the needs of this part of users. For users who don’t know what products they want, they can be divided into price-sensitive users and quality-sensitive users. Hema uses the homepage banner picture to show seasonal goods and cost-effective solutions to the needs of these two users, and also meets the needs of quality-sensitive users through seasonal calendars, daily fresh dining tables and big-name activities. Meet the needs of price-sensitive users through super-box calculations. In addition, the biggest feature of users who are not clear about their goals is that they like to "shop". Hema Fresh has set up a product list on the homepage, and users can enjoy the fun of "shopping" on the homepage.

Scene 2: Purchase

After users select a certain product, they need to determine the price, quality and evaluation of the product. Therefore, the platform focuses on highlighting the price of the product in the product list, displays large product pictures on the product details page, and highlights product evaluation.

After understanding product information, what users want to know most is the product delivery problem. The platform introduces the two methods of product and calculation methods to users on the product details page.

For users who know the product but don’t know how to cook, the platform shows users the recipes that everyone is making.

Scene 3: Ordering

In this scenario, what users need to do is fill in the delivery address, select the delivery method of the product, and the delivery time of the product.

Therefore, the platform focused on displaying the delivery address on the settlement page and gave users two methods of delivery of goods - self-pickup or express delivery.

For delivery time, time-divided delivery has been added, and users can choose to receive goods in different periods.

Scene 4: After placing an order

After placing an order, the most concerned thing about the product is whether the product has been shipped, where the product has been delivered, and whether it can evaluate the product after receiving the goods. What should I do if I find that there is a problem with the goods after receiving the goods? These user needs can be solved in my - My Order Module.

2. Summary

From the above analysis, we can find that the functional design of Hema Fresh can well meet the needs of consumers in four scenarios: before purchase, during purchase, during ordering, and after ordering.

At the same time, the high-frequency functions required by different users are highlighted in the product structure and the functional layout is reasonable. According to the user's purchasing history, functions that meet the needs of different stages are designed in different modules.

7. Operational Path Analysis

The saying "Products are responsible for giving birth, and operations are responsible for raising them" also indirectly reflects the close relationship between products and operations.

How did Hema Fresh operate this product so that it can grow rapidly in a short period of time?

The author has sorted out the main operating activities since the establishment of Hema Fresh. According to the AARRR model, the author has sorted out the following questions about the main operating activities.

1. Recruiting new(A)

Method 1: Cross-border cooperation

• 2022-01-19, Hema × Bilibili jointly launched the Gegou Chocolate;
• 2022-01-19, Hema New Year’s Vegetable × Pepsi TAI series;
• 2022-01-07, Hema × Dongfadao jointly launched the leaked milk Hua Babao Rice;
• 2021-12-24, Hema joined hands with Youku, Lemon Pictures and the popular drama "Xiao Min Family" to create Youku on watching the drama, and buy good things in the drama to get Hema's mind;
• 2021-12-02, Hema × Xiaolongkan jointly launched a seasonal limited "hot pot tart";
• 2021-10-21, the first "Hema Fresh Cup" Sea Fishing King Competition held by Hema and Ghost Story Mobile Game;
• 2021-06-15, Hema X King is boring and launches a limited oat cup for summer eclipse;
• 2020-07-25, Wenheyou and Feifei Xiazhuang, Hema jointly launched Hema crayfish;
• 2020-07-18, Hema X Youku's "This Is Street Dance 3" launched an exclusive co-branded hand-cranked box to watch street dance and eat street dance the same style;
• 2020-03-20, Heytea X Hema launches a joint Youth League.

The other methods have been mentioned in the commercial value section of the previous article, so I will not repeat them here.

2. Inspire activeness (A)

After the user downloads and registers the app, he needs to activate the user to open the app.

To improve the daily and monthly active users of the app, Hema Fresh has the following methods to improve user activity:

1. Hema Town sign in every day to get a box of flowers and plants to get free fruit;
2. Push push message.

3. Improve retention (R)

After promoting user activity, it is also necessary to improve the retention rate of users in order to continuously create value for the platform. In order to improve the retention rate of users, there are several main ways for Hema Fresh to retain users:

1. Launch Hema X members, receive free dishes every day and enjoy exclusive member coupons;
2. "What to eat" community, users can share cooking videos, and the platform is committed to cultivating community video experts;
3. Creator Center user level system.

4. Sharing Communication (R)

In order to guide users to spread spontaneously, Hema Fresh mainly did the following:

1. Inspire consumers to recommend APPs to people around them by inviting politely;
2. The 3-hour charity activity encourages users to participate in charity, provides public welfare activities portals, and provides skills training for women in need, so as to establish a good public image.

5. Increase income (R)

We have introduced in detail the methods to increase revenue in the business value analysis section, so we will not repeat them here.

6. Conclusion

Above, the author systematically analyzed the reasons behind Hema Fresh's rise from seven parts, including industry, competitors, user value, commercial value, product iteration, product structure, and operation. It can be seen that no product can be successful casually, which must be the comprehensive role of internal and external reasons such as "the right time, place, and people".

8. Future prospects

Through the above analysis, we have understood the reason why Hema Fresh Hema can survive and become one of the leaders in the fresh food e-commerce industry. So where will it go in the future?

Next, the author will use the SWOT model to conduct a system analysis, hoping to draw effective conclusions from it.

Through the above analysis, we can see that Hema wants to continue to develop and maintain its industry status. Therefore, this article gives the following suggestions:

1. Hema can seize the opportunity of the government to promote agricultural development, intelligent and data-based support for agricultural supply chain management, help farmers improve efficiency in all aspects such as planting, circulation, and sales, and reduce the supply cost of fresh food.
2. Although Hema Fresh controls product quality from the source, there are still food safety problems. Therefore, in addition to controlling the source, it is also necessary to strengthen the control of food safety in the entire supply chain and the management of retail products in the store.
3. White-collar workers born in the 1980s and 1990s are busy with work in first-tier cities, and cooking is a time-consuming task. Hema Fresh can launch semi-finished dishes and pre-made dishes to meet the needs of these consumers and increase their income sources.

Author: Wang Zai 2780

Source: Wang Zai 2780