Coresight Research Countdown to 11.11 Series, #5: Tmall Genie AI Festival; Hema Supermarkets

Executive Summary

Started by Alibaba in 2009, 11.11, also known as Double 11 or Singles’ Day, which takes place on November 11, has grown to become the world’s largest 24-hour online sale. This report series covers the various shopping festivals and developments in New Retail that are taking place through to November 11.

• Alibaba’s most recent shopping event was Tmall Genie AI Festival held August 20–23, a promotional event for home appliances. Many brands including Midea, AUX, Galanz and Little Swan participated in this promotion.
• This week, we review developments at Alibaba Group’s Hema supermarket chain. Hema is the most tangible example of New Retail, with consumers able to use the Hema app to order groceries or prepared food, with the option of home delivery.
• Alibaba currently has 46 Hema stores in 13 cities across the country as April 28, 2018, according to company data. Hema said it would add 30 locations in Beijing by the end of this year, aiming for a total of 35 stores in the capital.
• Alibaba’s Hema has a number of competitors in the New Retail landscape. Super Species, opened by the Tencent-invested Yonghui Supermarket, is the major competitor, with 44 physical stores opened across China, second to Hema’s 46 stores, as of June 11, 2018, according to Sohu.