Exhibition Overview
Refresh Your Shelves, Win the Second Half — Retail & Grocery Assortment Update Conference
Exhibition Overview
2027 Supermarket Sourcing Expo Hangzhou Retail Supply Chain Exhibition is based in Hangzhou and focuses on the entire retail supply chain. It builds an efficient bridge connecting buyers and suppliers. The exhibition covers key categories including snack foods, beverages, household cleaning and personal care products, hot pot ingredients, ready-to-eat supermarket items, and baked goods—meeting the diverse procurement needs of supermarket enterprises.
Unlike industry expos that target "omnichannel, all customer segments," the SuperSource Hangzhou Expo serves only supermarket procurement decision-makers, maximizing "product selection and replacement efficiency." Procurement teams bring their H2 category plans and product-replacement targets; factories bring new products and customization capabilities. The event completes a "selection → review → connection → intent" loop on-site.
Exhibition Information
- Time: 2027-8-18 to 20
- Venue: Hangzhou International Expo Center
- Scale: 30,000㎡ exhibition space, 500+ exhibiting companies
Exhibition Positioning
The first stop for Chinese supermarkets and hypermarkets to select and refresh products in the second half of the year
Unique Value Proposition
Skip the crowds, focus on sales; skip the spectacle, focus on connections. Cut out wasted foot traffic and homogeneous booths. Replace sightseeing with "closed-door procurement selection + bestseller data validation + 1 vs. 1 targeted negotiations."
Target audience
One end: Retail procurement for chain supermarkets, membership clubs, hard discounters, community fresh food stores, and omnichannel platforms. The other end: Source factories with experience supplying retailers and capable of private label customization.
Core Values
8 is the critical decision window for supermarkets to finalize autumn/winter assortments, stock up for the Lunar New Year season, and replace underperforming SKUs. With procurement teams holding budgets and targets, this is the optimal time to engage—maximizing conversion rates. This timing aligns perfectly with the Hangzhou Exhibition's natural advantage.
Why Product Selection and Replacement Are Central to Exhibitions
Retail competition has shifted from "opening stores and securing locations" to "optimizing shelves and strengthening product power." Selection decisions in the second half will directly determine annual store growth.
Hard-discount nationwide expansion
Aldi operates over 120 stores in China, with private label products accounting for approximately 90% of its assortment; Hema's NB stores under the Super Boxuan network approach 700, with private label share nearing 60%. Cross-regional expansion is driving explosive demand for direct-from-factory sourcing.
Membership stores expand to lower-tier markets
Sam's Club has 68 stores in China, with a year-end target of 76, accelerating expansion into economically strong counties such as Kunshan, Jinjiang, and Zhangjiagang. Woji Xian is simultaneously undergoing renewal, driven by dual engines: bulk packaging and private-label products.
Health-focused and essential
Low-sugar, sugar-free, low-GI, and food-medicine homology have shifted from marketing concepts to consumer essentials. Compound milk drinks saw 62.9% year-over-year sales growth, food-medicine homology beverages grew by 44.8%, and sports drinks increased by 34.9%.
Fresh short-shelf-life foods take center stage
Next-gen stores significantly increase the share of 1-3 day shelf-life products, fresh-cut fruits, and baked ready-to-eat items. The "five meals a day" scenario becomes the core traffic driver, sharply raising demands on short-shelf-life supply chains and small-batch flexible production.
Instant Retail Reshapes Product Selection
Seamlessly integrate stores, warehouses, and apps for omnichannel retail. Leverage instant commerce data to drive product selection. Unlock new growth opportunities for products optimized for online fulfillment, scenario-based use, and small packaging.
8 is the golden window for the second half of the year.
8 is the key decision window for retailers to finalize fall/winter assortments, stock up for the Spring Festival season, and replace underperforming SKUs. Buyers hold budgets and targets at this time, making it the highest-conversion period for outreach.
Top 3 Featured Events
All focused on "improving conversion and product selection decision efficiency" — a standout feature at the event and the core benefit for participating companies.
Super Buyer · Closed-Door Selection Meeting
We are inviting top buyers from Hema, ALDI, Yonghui, RT-Mart, and other industry leaders—including category managers and merchandisers from regional powerhouses, hard discounters, and community fresh food retailers—to form a "Super Buyer Team." This team will conduct centralized product reviews and selections for factory samples by category in an exclusive, closed-door setting.
- •Pre-Event Precision Matching: Buyers submit category requirements and selection criteria in advance; the system matches them with factories based on those needs.
- •Segmented by time slots: Schedule by category (beverages, snacks, dairy, fresh produce), with limited spots per session.
- •On-site feedback: Buyers provide immediate feedback on each sample; check to schedule a 1 vs. 1 in-depth discussion.
Private Brand Co-Creation Hub
Align with the trend of "2027 being the first year of retail self-operation," specializing in developing private labels for supermarkets and retailers. We connect retailers seeking to launch or upgrade their private brands with factories equipped for OEM/ODM, flexible manufacturing, and small-batch customization.
- •Capability Transparency: Display MOQ, lead time for samples, customization scope, certifications, and food safety systems on-site.
- •Co-creation Workshop: Collaborating with Procurement and Factory Teams on Product Formulation, Specifications, Packaging, and Price Range
- •Trending Ingredient Wall: Showcasing hot ingredients and solutions like low-sugar, low-GI, food-medicine homology, and short-shelf-life products.
Early Bird New Year's Goods Event
8 Month: Early Planning for Year-End Goods. It may seem early, but it's the smartest move. The year-end shopping season is supermarkets' biggest sales campaign of the year. Gift boxes, nuts, snacks, alcoholic beverages, soft drinks, cured meats, and more require orders placed months in advance to schedule production. Secure peak-season inventory for procurement teams; lock in orders for factories ahead of time.
- •New Year's Bestsellers: Nuts Gift Boxes, Holiday Snacks, Alcohol Gift Sets, Cured & Ready-to-Eat Meats, and Health Supplements
- •Exclusive Early-Booking Policy: Factory offers early-bird pricing, priority production scheduling, and custom packaging.
- •Bulk & Corporate Procurement: We handle large-scale New Year orders for enterprise collective purchasing and employee benefits.
Three Major Theme Pavilions
Streamlined, efficient "Drink / Care / Eat" procurement flow: upgraded from product-based grouping to scenario-based consolidation.
3B · Lightly Drunk Drinks
Covers sugar-free tea, electrolyte water, dairy products, fruit juices, coffee, fruit wine, rice wine, ready-to-drink cocktails, and non-alcoholic beer. Streamline procurement for supermarkets by consolidating alcohol and beverage sourcing under a single "Channel Procurement" workflow for greater efficiency.
- ✓Tasting Zone: Sample New Products On-Site
- ✓The Micro-Drinking Social Corner, tailored for young consumer experiences
- ✓Hosting the Low-Alcohol Beverage Forum & Exhibition
3C · Light Wellness
Focus on low-sugar, low-GI, medicine-food homology, functional foods, health supplements, substitute teas, and high-protein categories. Combined milk beverages with 62.9% growth and medicine-food homology products with 44.8% growth are the most aggressively invested-in categories by supermarkets.
- ✓Trending Ingredient Wall: Low-Sugar, Low-GI, and Medicine-Food Homology Solutions
- ✓Silver & Self-Care Dual Audience Zone
- ✓Coordinate co-creation for own-brand projects (key focus: PB customization)
3D · Fresh Food Supply Chain
The core of store gross margin and traffic generation. Short-shelf-life baked goods, cooked meats, fresh-cut + frozen seafood/poultry/ready-to-cook vegetables, nuts & seeds, and convenient meals—covering the full day from breakfast to late-night snacks.
- ✓Cold Chain Zone: Showcase Short-Shelf-Life Logistics Solutions
- ✓Nuts and dried seeds will be prominently featured as a key category in the Super Harvest event.
- ✓Convenience Food & Ready-to-Cook Isolation: Targeting Solo Dining & the Lazy Economy
Related Events
1 Product Trends Summit + 6 Professional Events to Elevate Industry Standards and Extend User Engagement
Product Operation Trends Summit
Focusing on four key areas—hard discount, membership stores, private label, and instant retail—we released the "2027 Retail & Grocery H2 Product Trend Whitepaper" to support procurement in making data-driven selection decisions.
Three Parallel Category Forums
Beverage Health Forum (Sugar-Free Tea/Electrolytes/Functional Foods), Snack Innovation Forum, Fresh Food & Cold Chain Forum: Deep dives into category-specific trends and bestseller strategies.
H2 Sample Shelf Experience Zone
1:1 Build scenario-based sample shelves for "Healthy Light Wellness," "Solo Dining," "New Year's Shopping Season," and "Camping/Binge-Watching" so buyers can clearly see how products should be grouped and displayed.
1 Precision Negotiation Zone for 1
Completely upgraded: All appointments are pre-scheduled with prioritized, organized matching. Dedicated private meeting spaces allow attendees to sit by time slot during the exhibition—each session lasts 20–30 minutes—ensuring efficient and in-depth discussions between factories and buyers.
Exhibition Scope
Covers core categories in retail and supermarkets to meet your Q3-Q4 sourcing needs.
Snacks
Nuts & Seeds, Candy & Chocolate, Puffed Snacks, Meat Jerky & Seaweed
Alcoholic Beverages & Soft Drinks
Fruit juices, tea drinks, carbonated beverages, dairy products, alcoholic beverages, and more
Home Cleaning & Personal Care
Detergents, cleaners, paper products & wipes, personal care, and more
Hot Pot Ingredients
hot pot soup base, meatballs, vegetable platter, dipping sauce, etc.
Ready-to-Eat Foods
Braised delicacies, ready-to-eat dishes, cold salads, and roasted foods
Supermarket Bakery
Breads & Pastries, Cakes & Desserts, Cookies & Crackers, Frozen Dough
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