China’s second-largest e-commerce retailer said that it will launch new stores in Shanghai, Guangzhou, Shenzhen and Chengdu to promote its “boundaryless retail” strategy.
The expansion comes after the e-commerce firm signed deals with 16 real estate companies including China Poly Group, Joy City, Vanke, Yuexiu Property and Greenland Holdings.
“Our goal is to expand 7Fresh supermarkets into every first and second tier city and the surrounding areas of those cities in the next three to five years,” Xiaosong Wang, Chief Executive Officer at 7Fresh, said
He noted that the tech-enabled food stores will redefine the offline retail experience “by combining best parts of fresh grocery markets and top-quality restaurants with cutting edge e-commerce technology.”
7Fresh acts as a conventional offline supermarket chain but it also uses JD.com’s technology and back-end systems.
Fresh produce accounts for 70% of the store’s offering, with 20% of products sourced directly from international suppliers.
7Fresh customers can also buy products using the supermarket's mobile app, which promises 30-mute delivery to customers located within three kilometres of a physical store.
The retailer said that in addition to providing fresh food and fast delivery, it will also use big data technology to develop a complete picture of targeted customers and offer products tailored to the user’s preferences.
The stores will also feature ‘magic mirrors’ which will provide product information on a screen when they sense that customers have picked up fresh produce.
The Chinese firm debuted its first 7Fresh supermarket last January.
Located in Beijing, the 4,000 sq. metre store also boasts “smart carts” that guide customers to their desire aisles.
The expansion is the latest move by JD.com to bolster its ‘boundaryless retail’ strategy.
Earlier this month, JD announced that it has partnered with hotel brands such as Sheraton and Wanda to allow hotel guests to shop from their hotel rooms.