Your Guide to Beijing's Futuristic Taobao Markets
By Noelle Mateer
Beijing
2018 is a world of QR codes. But nowhere does this feel truer than in
Hema. At the new supermarket, opened by retail giant Taobao, we feel
like we are inside a QR code. Here, cash payments aren't an option.
Shopping carts aren't even an option. Your cart is your Hema app,
installed on your phone. Welcome to the market of the future.
Alibaba
– parent company of both Taobao and Alipay – began opening branches of
Hema earlier this year. Known colloquially as the ‘Taobao market,’ there
are now 20 Hemas in China, and more in the works. Hema is not terribly
different from a regular supermarket – there are shelves of fruit and
refrigerators of meat, after all. But there are some key differences:
Instead of plunking your jar of mayonnaise into a cart, you scan it, let
a virtual version appear in your online ‘cart,’ and use your app to pay
at the register in the end. And then what? Your mayonnaise is retrieved
by an automated trolley system and, if you live nearby, delivered to
your home in 30 minutes. The lines between in-store shopping and
e-commerce have officially been blurred.
Looking for a slice of
the high-tech action? Or maybe just a slice of ham? We visited Hema’s
Shilipu branch – here’s our guide to making the most of it.
Look Up
Hema
looks like a regular supermarket – except for the ceiling. Turn your
gaze upward and you’ll see miniature automated tracks zooming packages
of food from one end of the ceiling to another (don’t worry, there’s
netting in case they fall). It’s like the Diagon Alley wand shop. But
for groceries.
Set Up Alipay
We shouldn’t have to tell you this, but this Alipay-integrated store is not a WeChat Wallet-friendly space.
Get Connected
Hema
has lightning-fast wifi, no password required, so you can download
their app as soon as you walk into the store. This is your ‘cart,’ which
you will use to scan QR codes of the items you want, and later pay
with, at the register.
Get Crabs
Most
of the items here are upmarket, and therefore on the pricey end. The
one exception? Seafood. Fish your own crustacean out of the tank with a
net. If you’d like to eat in, an in-store steaming station will prepare
it for you.
Be Hungry
In
addition to the seafood-steaming stations, Hema also has a mini hot pot
bar, where you can get dippin’ in your own personal pot.
Skip the Produce
Sure,
Hema has fruit and veggies, many of it in adorable packaging. But
produce is more plentiful and far cheaper at your local wet market. Or
even just your regular, you know, non-Alipay-funded supermarket.
Or, Actually, Don't Go At All
Live
nearby? Hema delivers groceries for free – that’s right, free – to
anyone within a 3km radius of the store. (We mean, of course, there’s no
delivery fee. You still have to buy the groceries.) Just order on their
app, and your food will depart the market in under 30 minutes.
Stay Tuned
Alibaba
plans on rolling out more stores over the next five years. So even if
there isn’t a Hema near you, chances are one will open near you, or
within that sweet, sweet delivery range, in the future. Granted, if
you’re in the hutongs, this is unlikely – branches are further out, in
suburbs and in malls. Meituan and JD.com have also announced plans to
expand into the brick-and-mortar world.
B1 New City Plaza, Shilipu Courtyard 2, Chaoyang Lu, Chaoyang 朝阳区朝阳路十里堡乙2号院新城市广场B1层
B1 New City Plaza, Shilipu Courtyard 2, Chaoyang Lu, Chaoyang 朝阳区朝阳路十里堡乙2号院新城市广场B1层
B1 Cuiwei Department Store, 8 Dacheng Lu, Fengtai 丰台区大成路8号翠微百货B1 (40 0828 8477)
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