文丨段谨言
美编丨李成蹊
出品丿牛刀财经（niudaocaijing）
Now, as retail wars rage on, e-commerce giants like Meituan, JD.com, Taobao, and Pinduoduo are scrambling to claim absolute dominance. In thi
文丨段谨言
美编丨李成蹊
出品丿牛刀财经（niudaocaijing）
Now, as retail wars rage on, e-commerce giants like Meituan, JD.com, Taobao, and Pinduoduo are scrambling to claim absolute dominance. In this heated battle, Alipay's Boxed Up (盒马) seems to have arrived late to the party.
July early, Boxed Up quietly took over the top spot on Taobao App's "Taobao Flash Purchase" channel. Behind this sudden rise is Alibaba's plan to leverage Boxed Up's fresh supply chain to fill the gaps in Taobao's product offerings and drive low-frequency e-commerce transactions through high-frequency fresh consumption.
In the past, Boxed Up was once considered a prince of instant retail, relying on Alibaba's backing to disrupt traditional supermarkets. However, over the years, Boxed Up failed to achieve its goals and suffered significant losses.
Recently, Boxed Up has turned around its fortunes by successfully implementing a membership model. According to reports, as of 2023, Boxed Up's membership store contribution accounted for less than 10% of its overall sales.
However, despite the turnaround, Boxed Up still faces numerous challenges. In March 2024, founder Hou Yi retired, and Yan Xiaoli took over as CEO. Under Yan's leadership, Boxed Up adjusted its business strategy to focus on low-end cities and two core business lines: "Boxed Up Fresh" and "Boxed Up NB".
As the instant retail market continues to grow, Boxed Up must adapt quickly to maintain its competitive edge.
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