In recent years, on the one hand, the physical retail sector has been affected by the impact of e-commerce and rising property and labor costs, and growth momentum has slowed to negligible. On the other hand, the traffic dividend of e-commerce has gradually faded, and with it, so has growth. Hema Fresh is a new Alibaba venture in the fast-moving consumer segment of fresh produce. It uses both an app and offline stores to offer its services. With back-end digital and smart technical support, a successful closed-loop consumer model has been created. In the end, new models sink or swim on how effective they are, what kind of consumer experience they offer, and how sustainable they are commercially.