Venture(US:VEMLY) Bei Jing Shang Bao·2025-12-08 14:28Core Viewpoint - The article discusses the return of Hou Yi, former CEO of Hema Fresh, to the fresh food market through his new venture "Lao Cai Rui Xuan," which utilizes live streaming for sales, focusing on his expertise in product selection and supply chain management [4][5][13]. Group 1: Company Overview - "Lao Cai Rui Xuan" is a live streaming platform selling various fresh food products, with prices ranging from tens to hundreds of yuan [4][5]. - The platform has seen significant engagement, with over 1,600 items sold, more than 200 repeat customers, and a customer rating of 4.85 [5][13]. - Hou Yi's approach leverages his personal brand as a trusted buyer, aiming to fill the gap in the fresh food market where quality demands remain unmet [4][13]. Group 2: Market Context - The fresh food market in China is highly segmented, with major players like Sam's Club and Hema focusing on "instant delivery" and quality, while local retailers cater to basic needs in lower-tier markets [18]. - A report indicates that by mid-2025, China's agricultural e-commerce transaction volume is expected to exceed 2.18 trillion yuan, with fresh products accounting for 35.6% of this market, reflecting a 21.3% year-on-year growth [13]. - Live streaming e-commerce is rapidly growing, with a 47.2% year-on-year increase, making up 28.4% of total agricultural e-commerce transactions [13]. Group 3: Future Outlook - The sustainability of Hou Yi's model will depend on validating the "trust premium + repurchase" strategy in the fresh food live streaming sector [14]. - The future landscape of fresh food retail is expected to feature a coexistence of large comprehensive platforms and specialized vertical platforms, each catering to different consumer needs [21].