中经记者 李立 上海报道 正在上海举行的第八届中国国际进口博览会（以下简称"进博会"）上，盒马旗下西式美食自有品牌—— Bello Vitahouse首次亮相。 近两年，随着海外直采供应链的完善，盒马一面提升进口生鲜商品的供应链效率，一面加强全球定制供 应链建设，此次推出西式美食自有品牌意味着盒马的全球供应链完成了从"全球采"到"全球造"的升级。 《中国经营报》记者注意到，在第八届进博会上，盒马与西班牙头部橄榄油品牌伯爵达成战略合作，双 方将围绕不同级别、规格及适用于中式烹饪的橄榄油、葡萄籽油等系列产品展开定向开发与生产合作。 Bello Vitahouse取自意大利语，意为"美好生活的家"。据盒马方面介绍，该品牌致力于开发适配"本土味 蕾"的西式美食。该品牌所有商品均为原装进口，目前包括意大利面、冰淇淋、巧克力礼盒、西式火腿 等多个品类。当前合作的生产商覆盖意大利、法国、保加利亚、比利时、西班牙、丹麦、土耳其等多个 国家，超十个产地。 "进口美食如今在市场上已经很常见，但真正能进入消费者复购清单的并不多。盒马的优势在于了解中 国消费者，我们希望把我们与国内供应商共创商品的成功经验复用在Bello Vitah ...

Core Insights - Hema has established a strategic partnership with Spanish olive oil brand Baron, focusing on the development and production of olive oil and grape seed oil tailored for Chinese cooking [1][4] - Hema's new Western food brand, Bello Vitahouse, aims to create products that cater to local tastes, having launched items like olive oil, Gelato ice cream, pasta, and chocolate [1][6] - The collaboration with Baron reflects Hema's evolution from a global buyer to a product manager, emphasizing the importance of understanding Chinese consumer preferences [1][4] Company Developments - Hema's partnership with Baron began in 2017, with a notable increase in olive oil consumption among Hema's users compared to market averages, indicating strong consumer acceptance and purchasing power [4] - The introduction of a new high smoke point olive oil product is designed to meet the Chinese cooking style, allowing for high-temperature cooking while retaining nutritional value [5] - Hema's imported direct procurement sales have increased by 40% year-on-year, bolstered by favorable national import policies, enhancing confidence among partners [5] Product Innovations - Bello Vitahouse has developed two innovative Gelato ice cream products that combine Gelato with cookie crumbs, achieving significant sales growth of over 100% month-on-month [6] - The company is actively adjusting product formulations to reduce sugar content in response to local consumer preferences, which differ from international markets [6] - Hema plans to introduce more ice cream products that align with domestic consumer tastes in the coming year, building on the success of the current offerings [6]

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]