Freshippo’s Global Go Platform: Bringing High-Quality International Groceries to Chinese Consumers

Freshippo’s high-tech supermarket chain has seen significant growth in its value-for-money Global Go business, with a 100% increase in gross merchandise value year-on-year, according to an announcement on Tuesday. Chinese consumers prioritize high-quality food, natural ingredients, and flavor when making purchases, as indicated by McKinsey’s 2023 China Consumer Survey. However, they are also becoming more price sensitive, as shown by Kantar data.

The Global Go platform leverages direct partnerships with suppliers worldwide to offer grocery items sourced globally at affordable prices. According to Melody Jia, General Manager of International Business at Freshippo, the platform creates a win-win situation for all through a new model for cross-border shopping. Additionally, Global Go helps international grocery brands enter the Chinese market by targeting high-quality consumers and facilitating efficient sales conversions.

Freshippo plans to introduce in-person shopping experiences for Global Go at 66 stores across China, allowing consumers to try items and receive personalized product recommendations. The company also aims to collaborate with reputable companies, factories, raw material suppliers, and patent holders to create a Global Go brand. With over 360 stores in 28 Chinese cities and an average of one store opening per day in September, Freshippo is expanding rapidly.