On 7 24, two major retail stories unfolded. Hema launched its new NB brand in Chengdu, opening 6 stores simultaneously to enter the Southwest market for the first time. On the same day, JD's Freshippo began online delivery in Jinan, with an initial batch of 4 satellite stores going live. While Hema expands offline, JD is scaling up online—two paths, one track: community retail.

The Ma Chao box is undeniably impressive.

This brand, formerly known as "Hema NB," initially focused on clearing out near-expiry inventory. In 2025 8, it was rebranded as "Chaohe Suan NB" to form a "dual-wheel drive" strategy alongside Hema Fresh. Starting in the Yangtze River Delta, it expanded into South and North China in the second half of last year, entered Beijing for the first time this 6, and launched in Chengdu in 7.

Chengdu's 6 stores open simultaneously, not just a single-store trial. Each store ranges from 600 to 800 square meters, carries 1500 SKUs, with private label products accounting for approximately 60% of the assortment. Prices are 30% to 40% lower than traditional supermarkets—fresh milk at 950 ml costs 6.9 yuan, and eggs at 30 pieces cost 15.9 yuan.

Additionally, 30% to 40% of products are reserved for local specialties. In our Chengdu store, dishes like Fufu (spicy sliced beef), Bobo Chicken, and Leshan Sweet Duck showcase the region's flavors. Nearly half of our ready-to-eat Sichuan dishes have been reformulated to match authentic Chengdu tastes.

According to Chuan Guan News, the number of Hema NB stores nationwide is approaching 500, with Hema's 2026 fiscal year GMV exceeding 1070 billion yuan. Store sales from in-store customers account for 90% of total revenue, reflecting the core logic: "Bring the store to your doorstep."

Jingdong 7Fresh

7Fresh takes a different approach with its "1+N" model: one central store supported by N satellite mini-stores, promising the fastest delivery within 3 kilometers in just 30 minutes.

Jinan's first 4 satellite stores deliver from 6:30 AM to 24:00 PM, serving 45 households. Our key selling point is freshness: "24-hour Fresh" ensures products stay within 24 hours from source to shelf and are sold only on the day they arrive in-store. During this year's 6·18, "24-hour Fresh" sales grew 443% year over year.

In less than a month, Freshippo expanded to three cities: its first Tianjin Hedong store opened on 7 3, driving a 210% year-over-year sales increase at the mall; its first Taiyuan store launched on 7 10, drawing nearly 20 visitors in three days; and online delivery began in Jinan on 7 24. Additionally, JD's discount supermarket announced its first Yancheng location will open on 9 25, with the launch date confirmed on 7 20.

Two modes, one core

Chaohe Suan NB isOffline Hard Discount——Small footprint, curated SKU selection, high private-label ratio, and aggressive pricing. The bet is on the irreplaceability of physical proximity. JD 7Fresh isFocus on Online Instant RetailThe flagship store focuses on the customer experience, while satellite stores handle fulfillment—betting on "time efficiency."

One bets on proximity; the other on speed. But both paths ultimately answer the same question: Who controls the supply chain?

What is the relationship with SuperCaiHui Hangzhou Exhibition?

Whether it's Hema's 60% private-label share or JD.com's direct-from-origin sourcing system, both require one thing: face-to-face negotiations with source enterprises.

8 to 21, the SuperSourcing Hangzhou Expo at the China International Convention and Exhibition Center brings together source factories and origin suppliers under one roof. Develop your own brand, find contract manufacturers, and negotiate direct procurement partnerships—visit dozens of source companies in three days, far more efficient than a half-month business trip.

The battle in the community discount sector has just begun. Regardless of who wins, supply chain capability will be the ultimate deciding factor.