从“全球采”到“全球造” 盒马与西班牙橄榄油头部品牌达成商品战略合作

Summary: Key Partnerships and New Product Launches

1. Hema partnered with Spanish olive oil leader Borges at the China International Import Expo to co-develop olive and grapeseed oils tailored for Chinese cooking. The new products feature a smoke point exceeding 200°C, suitable for stir-frying and deep-frying.

2. Hema’s private label Bello Vitahouse debuted with a new Gelato line incorporating cookie crumbles, achieving scalable retail distribution. The reduced-sugar formula aligns with Chinese consumers’ preference for low-sugar options.

Summary: Consumer Feedback and Market Data

1. Hema’s direct-imported product sales grew 40% year-over-year, indicating rising popularity of imported goods. The new Gelato line saw over 100% month-on-month sales growth post-launch, becoming a star product.

2. Consumer insights reveal high receptivity among Hema’s neighborhood-focused users to new categories, driving deeper partnerships. Chinese consumers’ habits of high-heat cooking and preference for low-fat, low-sugar foods highlight opportunities for localized products to boost repurchase rates.

Summary: Brand Collaboration and Marketing Strategy

1. Hema evolved from a "global buyer" to a "product manager," partnering with top brands like Borges to co-develop targeted products (e.g., high-heat-resistant olive oil), enhancing brand positioning and market competitiveness.

2. Bello Vitahouse focuses on localizing Western delicacies, collaborating with international food companies to create products suited to local tastes, such as olive oil, ice cream, and chocolate lines.

Summary: Product Development and Consumer Trends

1. Responding to Chinese consumers’ high-heat cooking habits, Hema developed olive oils with higher smoke points to preserve vitamin E and polyphenols during cooking. Reduced-sugar Gelato aligns with low-sugar trends, driving formula adjustments.

2. Hema users show higher olive oil adoption rates than the market average, reflecting strong purchasing power. Low-fat, low-sugar products are gaining traction globally (e.g., Gelato’s popularity), guiding innovation directions.

Summary: Partnership Opportunities and Growth Markets

1. Hema’s strategic collaboration with Borges offers learnings: co-developing targeted products (e.g., olive oil for Chinese cooking) based on consumer demand boosts sales. A 40% YoY increase in imported goods sales signals market growth potential.

2. Bello Vitahouse’s model emphasizes co-creating products with overseas suppliers (e.g., reduced-sugar Gelato), with success cases showing over 100% month-on-month sales growth, highlighting hot product opportunities.

Summary: Shifting Consumer Demand and Policy Support

1. Chinese consumers’ growing preference for low-sugar desserts necessitates urging overseas suppliers to reduce sugar and adjust formulas. High receptivity among Hema’s user base (e.g., olive oil adoption gaps) signals opportunities.

2. Favorable import policies create fertile ground for international brands to expand in China, boosting partnership confidence. Countermeasures include innovating new products to address scalability challenges in retail.

Summary: Production Needs and Design Insights

1. The new Gelato line innovatively incorporates cookie crumbles to overcome scalability hurdles of artisanal production, partnering with high-standard Italian factories to demonstrate product design demands and technical upgrades.

2. Developing high-heat-resistant olive oil involves smoke point enhancement techniques to ensure oxidative stability and nutrient retention, catering to Chinese high-temperature cooking needs.

Summary: Business Opportunities and Digital Insights

1. Factories can pursue partnerships like Hema-Borges to co-develop targeted products (e.g., grapeseed oil lines), enhancing market entry potential. Cases show Hema’s push for localized production creates business opportunities.

2. Digitalization insights: Scalable retail innovations (e.g., Gelato production breakthroughs) boost capacity. Collaboration experience underscores high-quality standards, informing production process optimization.

Summary: Industry Trends and Client Pain Points

1. The shift from "global sourcing" to "global creation" accelerates, emphasizing localized product development (e.g., Bello Vitahouse brand) as an industry direction.

2. Client pain points include olive oil’s unsuitability for high-heat Chinese cooking and Gelato’s scalability challenges. Solutions involve raising smoke points and innovative product designs.

Summary: New Technology Applications and Solutions

1. High-smoke-point olive oil uses nutrient retention technology to stabilize vitamin E and polyphenols during 200°C stir-frying, addressing cooking adaptability issues.

2. Gelato production innovations enable scalable retail of artisanal products, including sourcing high-standard factories and adjusting formulas for reduced sugar to meet Chinese consumers’ specific needs.

Summary: Platform Strategies and Merchant Recruitment

1. Hema transitioned from curating products to defining them, launching its Bello Vitahouse private label and recruiting top overseas partners like Borges to co-develop localized products.

2. Operations emphasize consumer insights: leveraging user data (e.g., high olive oil adoption rates) to attract partners and strengthen platform collaboration confidence.

Summary: Demand Response and Risk Mitigation

1. Business needs include catering to Chinese preferences for low-sugar and high-heat adaptability. Platform responses include pushing formula adjustments and heat-resistant oil development to mitigate product misfit risks.

2. Data support (e.g., 40% import sales growth) boosts merchant recruitment confidence. Future plans for more new products showcase the platform’s "global creation" strategy to enhance user experience.

Summary: Industry Shifts and Business Models

1. Import e-commerce pivots toward localized production: Hema’s "global sourcing to global creation" model deepens, co-creating products with overseas brands (e.g., olive oil tailored for Chinese tastes).

2. Business model innovations include B2B collaborations, such as Bello Vitahouse partnering with leading food companies to develop products, advancing private label strategies.

Summary: Policy Implications and Research Value

1. Favorable import policies signal industry opportunities, driving 40% import sales growth and providing case studies for policy recommendations.

2. Empirical data (e.g., Gelato’s 100%+ monthly sales growth, adoption rate disparities) reflects emerging challenges like localization hurdles. Insights point to consumer behavior as a driver of business models.