Refresh the Shelf·Win the second half
Supermarket and Retail Category Selection & Refresh Conference (H2)
We don't do "one-stop" food & grocery expos. We do one thing: get factory-quality products precisely placed on supermarket shelves for the second half of the year.
Why "Product Selection & Replacement" Must Be the Core of 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.
Industry Consensus: Product Quality Is Now a Supermarket's Lifeline
"No private label, no pricing power, no differentiation, and no user loyalty"—a consensus across the entire industry.
The China Chain Store & Franchise Association, in collaboration with Boston Consulting Group, released the "2026 Private Brand Development Report in China," which indicates that China's supermarket private brands have entered a rapid growth window. Over the next five years, penetration rates are expected to rise from the current 8% to 20%-30%. In 2025, total sales of supermarket private brands nationwide surpassed 3800 billion yuan.
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.
Focus on supermarket procurement to maximize selection and replacement efficiency.
Unlike industry expos that target "omnichannel and all customer segments," the SuperSourcing Hangzhou Expo serves only supermarket procurement decision-makers, maximizing the efficiency of product selection and replacement.
The first stop for Chinese supermarkets and hypermarkets to select and refresh products in the second half of the year
Procurement brings the second-half category plan and product replacement targets; the factory brings new products and customization capabilities. The entire "selection, review, alignment, and intent" loop can be completed on-site.
Don't watch the spectacle. Watch the sales velocity.
No flash. Just seamless integration.
Eliminate ineffective foot traffic and homogenized booths. Replace aimless browsing with a private sourcing event backed by top-selling product data, featuring 1 on 1 targeted matchmaking sessions.
One-stop supermarket procurement
Direct from the source factory
Buyers: Chain supermarkets, membership stores, hard discounters, community fresh food retailers, and omnichannel platform procurement teams. Sellers: Source manufacturers with experience supplying supermarkets and capable of private label customization.
Revamp Your Shelves · Win the Second Half
Three "Must-Attend" Reasons Buyers Will Come Specifically and Factories Will Compete to Join
The three flagship features are all designed to boost transaction and product-selection decision efficiency. They serve as both the event's highlights and the core value for exhibitors.
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.
Value for factories: Meet key buyers you can't usually reach in a single visit and get real-time operational feedback the same day. Value for buyers: Review a curated selection of products that match your category needs in half a day, saving six months of factory visits.
Private Brand Co-Creation Hub
Align with the trend of "2027 being the first year of retail self-operation," specializing in developing private label (PB) brands for supermarkets and retailers. We connect retailers looking to launch or upgrade their PB brands with factories equipped for OEM/ODM, flexible production, and small-batch customization.
- •Visibility into Capabilities: Display MOQ, sample lead time, customization scope, certifications, and food safety systems on the factory floor.
- •Co-creation Workshop: Procurement and factory teams discuss product formulation, specifications, packaging, and price tiers around a single product to drive project initiation "from 0 to 1".
- •Trending Ingredient Wall: Showcasing hot ingredients and solutions like low-sugar, low-GI, food-medicine homology, and short-shelf-life products.
Trend Value: Private label is the most decisive investment and clearly budgeted direction for supermarkets today. This zone will attract buyers centered on private labels—such as Hema and ALDI NB—making it a unique flagship section distinct from all other trade shows.
Early Bird Spring Festival Deals (Beat Everyone Else)
8: Shop for New Year goods early—it's the smartest move. The New Year shopping season is the biggest sales campaign of the year for supermarkets and hypermarkets, yet gift boxes, nuts & seeds, alcohol & beverages, and cured meats all require orders to be placed months in advance for production. By securing dedicated events early, you help buyers lock in peak-season inventory and give factories a head start on order scheduling.
- •New Year's Bestsellers: Nuts Gift Boxes, Holiday Snacks, Alcohol Gift Sets, Cured & Ready-to-Eat Meats, and Health Supplements
- •Early Booking Exclusive Policy: Factories offer early-bird pricing, priority production scheduling, custom packaging, and other benefits for early bookings.
- •Bulk & Corporate Procurement: We handle large-scale New Year orders for enterprise collective purchasing and employee benefits.
Slot Value: Turn the 8-month head start into your exclusive edge—"While others search for New Year goods in 9, you've already secured supplies and pricing in Hangzhou by 8"—to drive early arrival and on-site orders.
1 Product Trends Summit + 6 Professional Events to Elevate Industry Standards and Extend User Engagement
The forum focuses on quality over quantity, centering entirely on procurement's key concerns: "What to select," "How to sell," and "How to supply," while driving traffic to flagship events.
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.
Three Main Themed Halls: Clear and Efficient "Drink / Nourish / Eat" Shopping Flow
Store Layout Logic: Upgraded from "Product-Based Segmentation" to "Scenario-Based Clustering." 3B (Drinks & Beverages) covers the "drinking" occasion, aligning with existing procurement lines for supermarkets. 3C (Health & Wellness) targets the fastest-growing category segment. 3D (Fresh Food Supply Chain) focuses on "five meals a day" and end-to-end cold chain logistics, including nuts, snacks, and ready-to-eat meals. Three halls arranged side-by-side with a central main aisle ensure clear, efficient navigation without detours.
One-stop solution for your beverage business.
Sugar-free Tea, Dairy, Juice, Coffee Fruit Wine, Rice Wine, Ready-to-Drink Cocktails
- ✓Beverage Zone 2
- ✓Micro-social Corner
Fastest-growing segment
Low Sugar, Low GI · Medicine and Food Homology Functional Foods · Health Supplements · Herbal Teas
- ✓Hot Topic Selection Wall
- ✓Silver Hair & Self-Care Zone
Five Meals a Day: Full-Stack Coverage
Short-shelf-life baked goods · Cooked & braised dishes · Fresh-cut produce Frozen foods · Seafood, meat & poultry · Pre-prepared vegetables
- ✓Nuts & Seeds · Ready-to-Eat Snacks · Pre-made Dishes
- ✓Cold Chain Supply Zone
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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