In the first week of the new year, Hema reached strategic cooperation with Mars, Pepsi and Wang Xiaolu in Shanghai. At the signing meeting, Hema and these partners carried out in-depth cooperation on the new cooperation mechanism, product research and development innovation in the context of discounting, and reached a cooperation, and a number of new products with excellent quality and price will be launched on the shelves of Hema for the first time in the future.
Wang Jian, Senior Director of Omnichannel at PepsiCo Foods (left), and Zhang Yu (right), Director of Hema Finished Products Department
In 2023, PepsiCo Foods and Hema will jointly explore the upgrading of product strength, and lead the market's sales growth** in the transformation of product structure and the continuous deepening of new product co-creation. In this strategic cooperation, the two parties will further explore product solutions based on consumer insights in 2024, focus on "high-quality and high-price" product solutions, cooperate and innovate in products, marketing and digitalization, improve consumer experience and stickiness, and create a model model model for zero-supply cooperation during the channel transformation period. This year, it is expected that more differentiated, scenario-based, and new and exotic new products will be on the shelves of Hema to satisfy consumers' taste buds and taste new experiences all year round.
He Zhenpeng, Senior Director of Customer Development at Mars (left) and Zhang Yu (right), Director of Hema Finished Products
Mars Wrigley is a global leader in the confectionery and chocolate category, and has become a household name since Dove chocolate and Green Arrow chewing gum first entered the Chinese market in 1989. In 2023, in addition to the outstanding sales of new products such as Moutai chocolate and Green Arrow popping bead chewing gum in Freshippo, the two sides have also successfully tested the waters in the field of "healthier snacks" - M&M's baked chocolate beans made with chickpeas are sold exclusively in Freshippo, and the sales are especially hot during the Spring Festival. In 2024, the two parties will also carry out further close cooperation based on exclusive products and new product launches.
Wang Xiong (left), founder of Wang Xiaolu, and Zhang Yu (right), director of Hema finished product department
Wang Xiaolu is the leading brand of tiger skin and phoenix feet, focusing on the subdivision of marinated snacks, and its super single product tiger skin and phoenix feet are deeply loved by consumers, and have ranked first in the sales of tiger skin and phoenix feet in the country for four consecutive years. Based on the insight into the latest consumption trends and customer needs, the two parties will work together to develop customized new products, including Hema exclusive flavored lo-mei snacks and Freshippo's first new products.
Since the launch of the discount reform last year, more and more well-known brands and manufacturers have reached in-depth cooperation with Hema and actively embraced the historical wave of discounting. In November last year, a number of enterprises such as Yunling Xiansheng, New Hope, Kashi Dairy, and Jinmailang reached a strategic cooperation of nearly 10 billion yuan with Freshippo. Since February 18 this year, Hema has launched a discount pilot in Beijing, Nanjing and Changsha, and more than 7 percent of the products have been generally reduced, and some products have decreased by more than 30%.
Behind the discount is a retail re-innovation based on ** chain re-engineering and organizational change. Lao Weiling, director of the E-commerce Research Center of Shanghai University of Finance and Economics and a distinguished researcher at the Institute of Chinese Modernization, believes that the complete chain includes both upstream manufacturers and retailers, as well as retailers to consumers. ”
Kunpeng Project