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

Core Insights - Hema has established a strategic partnership with Spanish olive oil brand Baron to develop and produce a range of oils suitable for Chinese cooking [1][3] - Hema's new Western food brand, Bello Vitahouse, aims to create products that cater to local tastes, including olive oil, Gelato ice cream, pasta, and chocolate [1][3] - The collaboration with Baron reflects Hema's evolution from a global buyer to a product manager, focusing on creating products that resonate with Chinese consumers [3] Partnership Details - The partnership with Baron began in 2017, and Hema's user base shows a significantly higher penetration rate for olive oil consumption compared to the market average [3][4] - A new high-smoke-point olive oil has been developed to meet Chinese cooking preferences, maintaining the nutritional benefits of extra virgin olive oil while enhancing its stability at high temperatures [4] Sales Performance - Hema's direct import sales have increased by 40% year-on-year, bolstered by favorable national import policies, which encourage international brands to deepen their presence in the Chinese market [4] - The introduction of two innovative Gelato ice cream products has led to a monthly sales growth exceeding 100%, making them star products in Hema's ice cream category [5][7] Consumer Preferences - Hema is actively adjusting product formulations to align with local consumer preferences, particularly in reducing sugar content in desserts, which differs from international markets [7] - The success of the new Gelato products has strengthened the confidence of overseas partners in collaborating with Hema to create more products tailored to Chinese consumers [7]