Hema – Alibaba’s New Retail

Hema – Alibaba’s New Retail

Alibaba’s New Retail – How it works, what it means for retailers

As Omni-channel is becoming the new standard, Alibaba and Tencent are investing massively in technology and alliances to build what Jack Ma calls a “new retail” ecosystem.

OC&C conducted a deep-dive analysis of Alibaba’s Hema grocery business model to understand how “new retail” works, how it fulfils customer needs, whether it makes economic sense, and what it means for consumer brands and for other retailers.

In a nut-shell:
•       The Hema value proposition, blending online and offline interactions, is fulfilling consumer needs and is getting traction with them.
•       Hema was successful in creating original revenue streams and using them to acquire new customers in an effective and sustainable way
•       However Hema’s economic model, heavily dependent on the online part of the business, will need scale to reveal its full potential
•       Although the model should enable “big data” leverage, the opportunity seems largely untapped so far
•       Monetising this unique set of integrated capabilities (systems, logistics, cloud) by marketing them to other retailers jumping on the “new retail” band wagon, seems as attractive (if not more) than operating the Hema store network itself.


About the speaker

Pascal Martin is a Partner at OC&C Strategy Consultants. Based in Hong Kong, he focuses on Asia and Greater China. His career spans nearly 30 years, including 15 years in management consulting and more than 12 years in leadership roles at adidas (Japan CEO), Burberry (APAC Strategy) and Marks & Spencer (APAC Director).
As a consultant, Pascal’s focus is in strategy, including corporate, market entry, multi-channel, growth and alliances, as well as operations improvement and transformation management. He is also active in due diligence work around M&A transactions.
His clients are a mix of consumer goods and retail companies, as well as private equity firms active in these sectors. He has co-led several research projects focusing on Chinese consumers and on disruptive digitally enabled business models.

This event is hosted by Andrew Seaton. 

Ticket includes a full hot English breakfast buffet.

Please note that Business Attire is required by the Hong Kong Club - collared shirts must be worn by men, and jeans, sandals and sports shoes are not permitted. To see the full list of club rules on dresscode, please click here.



  • Member: HK$ 400
  • Non-Member: HK$ 520
  • Y-Network Member: HK$ 300
  • Start-up Member: HK$ 300

Terms & Conditions

  • Reservations in advanced are required. Please consider your booking confirmed unless notified otherwise.
  • Business Attire is required by the Hong Kong Club. No jeans or sports shoes.
  • Cancellations must be made in writing 24 hours prior to the event. No shows will be charged.
  • This event is closed to the media.
  • The event will be cancelled if the No.8 Typhoon signal or the Black Rain Storm warning is in force.
  • By attending this event, you agree to be photographed and/or filmed and give permission to use your likeness in promotional and/or marketing materials.
  • For further information please email yammie@britcham.com
  • Please make cheques payable to: "The British Chamber of Commerce in Hong Kong" & send it to Room 1201 Emperor Group Centre, 288 Hennessy Road, Hong Kong
5/23/2019 8:00 AM - 9:15 AM
Victoria Suite, The Hong Kong Club 1 Jackson Road Central

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