Alibaba’s O2O China supermarket chain Freshippo (formerly Hema Xiansheng) has launched a subscription service in Beijing. For a CNY218 (USD33) annual fee, members gain access to cashback programs, tailored discounts, free in-store food processing and delivery of bulk orders for certain items. The move can be seen as further drawing Freshippo shoppers into the wider ecosystem and perhaps also represents efforts to discover the level of personalised services consumers will be willing to pay for as demand for exclusivity rises among China’s shoppers.

Source: Ebrun