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September 23-24, 2019 Hangzhou, China
HOU Yi, President of FreshippoFreshippo - The Future of Retail
is Now
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Continue Strengthening Core Competencies
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持续夯实核心能力，加深护城河
Freshippo’s Future: Innovation Unlocks Unlimited
Possibilities
03
盒马的未来：创新带来无限可能
Rapid and Healthy Growth
01
盒马新零售快速健康发展
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已进驻22个城市，初步完成全国布局
全国门店数量 覆盖城市数量
171
64
2018 2019
2214
2018 2019
Stores Cities（1） （1）
南海诸岛
Nationwide Coverage with Operations in 22 Cities
Note: 1. 2019 numbers are as of August 31, 2019. 2018 numbers
are as of June 30, 2018. Franchise stores included.
南海诸岛
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她们一年在盒马消耗
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20mn+Annual Active Consumers
60%+Annual Retention Rate
年度活跃买家
年度留存率
主力消费人群在盒马年人均消费Average Annual Spending per Top Consumer
RMB3,000+
盒马的典型用户画像Typical Consumer Profile
Age25～40
GenderFemale
Average Annual Household Income
RMB270K+
In one year, they would consume...
5,000 tons 3mn 200k 8mn
（1）
（1）
（2）
服务中国最有购买力的消费者
Well-positioned to Serve Consumers With High Purchasing
Power
Notes: 1. For the twelve months ended August 31, 2019. Franchise
stores excluded. 2. Top consumers refers to the group of consumers
who contributed around 80% of Freshippo’s revenue. Franchise stores
excluded.
她们一年在盒马消耗
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Combined Adjusted EBITDA of 12-Month Stores Turned Positive
线上销售占比持续提升
61%
51%（1）-30%+13%
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同店增长强劲 店均营运成本大幅下降Decreasing Operating Costs
Note: 1. Data from 58 stores that have been operating for the
last twelve consecutive months as of August 31, 2019. Franchise
stores excluded.
Increasing Contribution of Online Sales Robust Same Store Sales
Growth
August 2018 August 2019 August 2018 August 2019 August 2018
August 2019
12个月以上的门店 Adjusted EBITDA
(息税折旧摊销前利润) 已整体转正
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Tiered Operations Content and Community
Offer different products and services to different customer
groups
Enhance overall experience
Higher satisfaction and loyalty
分层运营 内容+社群
Location &
Purchasing
Power
位置和消费力
Consumption Senarios
商圈和消费场景
Store Size &
Shelf Space
门店大小和
货架空间
Data Technology
Digital operation and management
DT提效
Automatic staff scheduling⾃自动排班
Automatic staff dispatch⾃自动调度
Smart merchandise discounting⾃自动打折
……
针对不同商圈和人群提供不同的商品和服务 提升整体的体验，带来更高的满意度和忠诚度
数字化营运管理
Strong Operational Capabilities Drive Improved Efficiency and
User Experience精细化运营管理，全面提升零售效率和体验
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Continue Strengthening Core Competencies
02
持续夯实核心能力，加深护城河
Freshippo’s Future: Innovation Unlocks Unlimited
Possibilities
03
盒马的未来：创新带来无限可能
Rapid and Healthy Growth
01
盒马新零售快速健康发展
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Direct Procurement Agricultural Product Sources
483农产品基地
Seafood
（1）
Five Categories
优化供应链，提升品质和新鲜度
Build Agricultural Procurement Capabilities with Rural Taobao.
Reduce Procurement Costs
Note: 1. Direct procurement sources are composed of 329
contracted sources and 154 licensed sources as of August 31,
2019.
南海诸岛南海诸岛南海诸岛南海诸岛
Optimize Supply Chain, and Improve Food Quality and
Freshness
联合村淘，大力建设生鲜农产品基地，降低采购成本
南海诸岛南海诸岛南海诸岛南海诸岛
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Cultivate Differentiated Consumer Mindset
Invest in Private Label
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1% 10%+ 18%
China Market Private Label Share of Sales
Freshippo Private Label Share of Sales
North America Market Private Label Share of Sales
Percent of Freshippo Consumers who Bought Freshippo Private
Label Products by Category盒马自有品牌在各品类的顾客渗透率
差异化的心智带来快速渗透
Fast Penetration Driven by Increasing Consumer Mindshare
(1)（2）
(4)(4)
日日鲜豆浆
帝皇鲜泰国白虾仁
纽澜地牛肉
Freshippo Daily Fresh Soy Milk
Difresco Frozen Vannamei Shrimp
Newland Black Cattle Beef
不断开发自有品牌商品
（3) Bakery Vegetable Meat Rice and Cooking Oil
DairySeafood3R0
20%
40%
60%
80%
100%
10%
30%
50%
70%
90%
Notes: 1. Freshippo private label products include products
under Freshippo owned brands and products from partners that are
solely developed for and sold at Freshippo. 2. Penetration rate is
defined as the number of consumers who bought Freshippo private
label products as a percent of total consumers who made purchases
in that category for Shanghai in August 2019. 3. 3R stands for
ready-to-cook, ready-to-heat and ready-to-eat products. 4. China
Merchants Securities report published on May 10, 2019. 5. Freshippo
private label GMV as a percent of total GMV in the month of August
2019.
(5)
打造差异化的消费心智
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常温和低温仓
Room temperature & freezer warehouses33
加工中心
Central kitchens and processing centers11海鲜水产暂养中心Seafood
facilities4
48 Multi-temperature and Multi-function Warehouses
48个多温层多功能仓库
(1)
南海诸岛
Nationwide Cost-effective Cold Chain Logistics
Network覆盖全国的高效的冷链物流网络
Co-develop with Cainiao and Ele.me 与菜鸟和饿了么共建
Note: 1. As of August 31, 2019.
Farm - Warehouse产地-仓库
Port (Sea, Air) - Warehouse口岸(港口、机场)-仓库
Warehouse - Warehouse仓间调拨
Warehouse – Store fulfillment center大仓-店仓
Store - Consumer门店-消费者
南海诸岛南海诸岛
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Continue Strengthening Core Competencies
02
持续夯实核心能力，加深护城河
Freshippo’s Future: Innovation Unlocks Unlimited
Possibilities
03
盒马的未来：创新带来无限可能
Rapid and Healthy Growth
01
盒马新零售快速健康发展
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一、二线城市核心城区
Tier 1-2 City Core Areas
一、二线城市郊区
Tier 1-2 City Suburbs
下沉市场
Less Developed Areas
Increase Store Density 门店网络加密
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Penetrate into Less Developed Areas下沉市场渗透
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The Pathfinder of Alibaba’s New Retail
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