Following Alibaba, Online retailer JD.com opens offline fresh-food store

JD.com owner Beijing Jingdong Century Trade has launched an offline supermarket, 7Fresh, in Beijing.

Covering 4000sqm, the store is at the Dazu Plaza Shopping Center, near the e-commerce company’s headquarters in Yizhuang district.

Big-data analytics are being used by 7Fresh to tailor its product offering for its shoppers. To ensure freshness, products are being sourced directly from origin. Fresh produce accounts for 75 per cent of 7Fresh’s total product range. Its food offering includes fruit from New Zealand and beer from Australia.

Customers who buy fresh seafood and meats can have them cooked in store for immediate consumption. A 30-minute delivery service is also offered for customers who live within a 5km radius of the store.

Technology introduced by the supermarket includes smart shopping carts and sensor-activated product information. The smart shopping carts do not have to be pushed – they follow the shoppers around, and can even guide shoppers to the correct aisle.

During a trial period, transactions surpassed 10,000 a day, says JD.com founder/chief executive Richard Liu Qiangdong.

A second 7Fresh outlet is planned for Beijing’s Haidian district.