---
title: "Breaking | Chaohesuan NB Enters Beijing for the First Time, Store Location Confirmed"
description: "Chaohesuan NB is set to re-enter Beijing. According to 'Innovation Retail News', confirmed with insiders at Chaohesuan NB, the first store will be located at the Shangpin Zhekou Huilongguan store. This marks the official entry of Hema's budget community supermarket into Beijing. Notably, this is not Hema's first attempt at community stores in Beijing, but this time, Chaohesuan NB is not the fresh food outlet store it was before."
author: "汪海"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2026-05-12"
categories: "Retail Formats"
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original_source: "https://mp.weixin.qq.com/s/agXEuJ1F5-MzEnTYoIQziw"
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citation: "汪海. “Breaking | Chaohesuan NB Enters Beijing for the First Time, Store Location Confirmed.” New Distribution, 2026-05-12. https://xinjignxiao.com/en/articles/breaking-chaohesuan-nb-enters-beijing-for-the-first-time-store-location-e00e81a1/"
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---

# Breaking | Chaohesuan NB Enters Beijing for the First Time, Store Location Confirmed

> Chaohesuan NB is set to re-enter Beijing. According to 'Innovation Retail News', confirmed with insiders at Chaohesuan NB, the first store will be located at the Shangpin Zhekou Huilongguan store. This marks the official entry of Hema's budget community supermarket into Beijing. Notably, this is not Hema's first attempt at community stores in Beijing, but this time, Chaohesuan NB is not the fresh food outlet store it was before.

Chaohesuan NB is set to re-enter Beijing.
According to 'Innovation Retail News', confirmed with insiders at Chaohesuan NB, the first store location has been confirmed as the Shangpin Zhekou Huilongguan store.
This means that Hema's budget community supermarket is officially heading north to Beijing.
It is worth noting that this is not Hema's first attempt at community stores in Beijing. Earlier, Hema NB stores had appeared in the Beijing market. But this time is different: the re-entering Chaohesuan NB is no longer what outsiders understood as fresh food outlet or clearance discount stores, but rather the hard discount community supermarket model that Hema is currently focusing on.
In other words, what Hema is bringing to Beijing this time is a more complete budget community store model.
From Jiangsu, Zhejiang, and Shanghai to South China, and now to Huilongguan in Beijing, the expansion path of Chaohesuan NB is becoming increasingly clear.
The choice of Huilongguan for the first Beijing store also sends a signal: the battlefield for hard discount supermarkets has moved from regional markets to mature communities in first-tier cities.
## Re-entering Beijing, this time not as fresh food outlet
When it comes to Chaohesuan NB entering Beijing, many people's first reaction might be: Didn't Hema NB already open in Beijing before?
Indeed, Hema NB stores had appeared in Beijing before. In early 2024, a Hema NB store opened in Tongzhou, Beijing. However, at that time, Hema NB was more understood by outsiders as Hema Fresh Food Outlet, a soft discount format that handled some near-expiry and discounted goods from Hema Fresh.
But this time, the Chaohesuan NB re-entering Beijing is not the same logic.
Over the past few years, Hema has experimented with many formats. Hema Fresh, Hema Mini, Hema Neighbor, Hema X Membership Store, Fresh Food Outlet, NB stores... For a while, Hema's format landscape was very complex. Different formats each had their own explorations, but it also brought a problem: it was hard for outsiders to judge which line Hema would make its long-term main focus.
It wasn't until the past two years that Hema's strategy began to gradually consolidate.
On one hand, Hema Fresh continues to take on quality fresh food, instant retail, and mid-to-high-end family consumption; on the other hand, Chaohesuan NB takes on budget communities, hard discount, and high-frequency table consumption.
In other words, Hema's main line is becoming clearer: on the left, fresh food big stores; on the right, budget community stores.
The former solves the problem of "eating well," while the latter solves the problem of "getting value for money."
So, the re-entry of Chaohesuan NB into Beijing is not just the reappearance of a brand name, but Hema bringing its new hard discount model into Beijing.
Compared to the previous fresh food outlet, the biggest difference of Chaohesuan NB is that it is no longer just about handling discounted goods, clearance items, and near-expiry products, but rather reorganizing the product structure around private labels, streamlined SKUs, stable low prices, and high-frequency community needs.
It sells not "cheap inventory," but a budget product system that Hema intends to operate long-term. This is why the entry of Chaohesuan NB into Beijing deserves more attention than an ordinary new store opening.
Because it means that in Beijing, Hema will no longer have only Hema Fresh as its card. In the future, Beijing consumers may be able to choose between fresh food big stores and budget community supermarkets downstairs within the Hema system.
For Hema, this is a format complement; for Beijing community retail, it is a new variable.
## First store in Huilongguan, what is Hema eyeing?
The choice of the Shangpin Zhekou Huilongguan store for Chaohesuan NB's first Beijing store is interesting.
It did not choose Beijing's core business districts, nor traditional high-end communities, but directly landed in Huilongguan, a typical mature residential area.
This precisely shows that Chaohesuan NB's entry into Beijing is not aimed at "debut," but at real community business.
What kind of place is Huilongguan?
It is one of Beijing's most representative residential areas. It has high population density, many family customers, a concentration of young commuters, and very high daily consumption frequency. Many residents have fixed life routines: work, commute, home, grocery shopping, cooking, and weekend restocking.
Such areas may not have the strongest business district aura, but they have the most stable daily consumption.
And this is exactly the scenario that Chaohesuan NB needs most.
Hard discount community stores do not target strolling consumption, but high-frequency essential needs. They aim to solve the problem of users picking up some vegetables on the way home from work, buying meat, eggs, and milk on weekends, and quickly replenishing household items like tissues, seasonings, frozen foods, and snacks at their doorstep.
Image source: Xiaohongshu @Coco
So, the choice of Shangpin Zhekou Huilongguan store for Chaohesuan NB's first store is essentially not choosing a mall, but choosing a Beijing community sample.
Shangpin Zhekou Huilongguan store itself also has a strong discount consumption mindset; the people it served in the past were surrounding community families and price-sensitive consumers. It provides discount consumption scenarios for clothing, shoes, and bags.
After Chaohesuan NB moves in, this scenario will be further complemented: buy groceries downstairs, buy clothes upstairs; solve three meals a day on one side, and meet family seasonal changes and daily discount consumption on the other.
This is not simply a "supermarket entering a mall," but a recombination of a community's high cost-performance living space.
From this perspective, the location of Chaohesuan NB's first Beijing store has two meanings:
First, it wants to enter mature communities in Beijing to verify whether the budget community store model can work in first-tier cities;
Second, it wants to leverage Shangpin Zhekou's existing discount mindset and community traffic to reduce user awareness costs.
In plain terms, Huilongguan residents already have the consumption habit of "getting value for money." After Chaohesuan NB enters, it just extends this quality-price consumption from clothing to three meals a day and daily life.
This is also why this store, even before officially opening, already has discussion value.
Because it is not opening in a blank market, but in a venue that already has a discount atmosphere, community population, and high-frequency demand.
## Private labels are the real trump card for Chaohesuan NB
If you only look at store area and product prices, Chaohesuan NB can easily be understood as just another community discount supermarket.
But the real difficulty of hard discount is never about lowering prices, but whether it can maintain low prices long-term.
Anyone can do opening promotions and short-term traffic generation. What truly tests a retailer's capability is being cheap every day, stable in the long run, and having consumers repeatedly buy without feeling it's inferior.
Behind this is not slogans, but product structure.
For Chaohesuan NB, private labels are the most critical card.
Public data shows that Chaohesuan NB stores have about 1,500 SKUs, with private label products accounting for about 60% of sales. This means it is not simply taking traditional supermarket products and selling them at reduced prices, but reorganizing the product structure and pricing system through a higher proportion of private label products.
For hard discount, private labels are not icing on the cake, but a foundational capability.
Because only when the proportion of private labels is high enough can retailers have the opportunity to reduce the layers of costs in traditional brand distribution and truly lower prices. Only when product development is in their own hands can stores achieve fewer SKUs, high turnover, and stable low prices.
This is also the biggest difference between Chaohesuan NB and many ordinary community discount stores.
Ordinary discount stores often rely on brand clearance goods, near-expiry products, and channel special prices. Prices may be very low, but supply is not stable enough. Today they have this product, tomorrow it might be gone; this batch is cheap, the next batch may not be.
But what hard discount truly aims to establish is a kind of certainty: every time consumers come, they know which things are cheap, which things are reliable, and which things can be bought again and again.
This requires that behind the store there must be stable product development and supply chain capabilities.
The capabilities Hema has accumulated over the years in fresh food, 3R (ready-to-eat, ready-to-heat, ready-to-cook), bakery, frozen foods, prepared dishes, dairy products, etc., can be transferred to Chaohesuan NB. Especially private label development and source supply chain organization are important foundations for Hema to do budget community stores.
In other words, Chaohesuan NB sells not "cheap goods," but a "cheap but not bad" system that Hema tries to redefine with private labels.
This becomes even more critical in the Beijing market. Beijing consumers are price-sensitive, but also very picky. Cheap is only the first step; stable quality is the prerequisite for repeat purchases.
Especially in mature residential areas like Huilongguan, consumers are not without choices. Wet markets, community fresh food stores, Wumart, JD.com, Meituan, and instant retail platforms can all meet daily grocery and replenishment needs. For Chaohesuan NB to retain users, it cannot rely only on opening low prices; ultimately, it must rely on a batch of products that truly have price competitiveness, stable quality, and can be repeatedly purchased.
For example, fruits and vegetables, meat, poultry, eggs, milk, noodles, cooked food, frozen products, seasonings, paper products, snacks, and beverages. These may seem insignificant, but they are precisely the categories that family users buy every day and replenish every week.
Whoever can make these products more stable, cheaper, and more convenient will have the opportunity to become the high-frequency choice for community residents.
So, Chaohesuan NB entering Beijing, on the surface, is about opening stores, but at the bottom, it is a competition of private labels and supply chains.
The surface of hard discount is low prices; the bottom is product efficiency.
**Final Thoughts**
Chaohesuan NB entering Beijing, on the surface, is Hema's hard discount moving north, but in reality, it is a new change in Beijing's community retail landscape.
In the past few years, the retail industry has been talking about discounting, cost-performance, low prices, and hard discount. But after truly entering mature communities in first-tier cities, the test becomes more specific.
It is not about who shouts low prices and wins. It is about who can make consumers continuously feel "indeed cheap, and indeed reassuring" in daily vegetables, meat, eggs, milk, noodles, cooked food, frozen products, paper products, and snacks.
Next, the real competition in Beijing's hard discount will not be about whose opening is more lively, but who can continuously achieve: low prices, stable products, close to home, and high repurchase rates.
Wumart has local roots, Meituan has traffic entrances, JD.com has warehousing and distribution capabilities, and Hema enters with Chaohesuan NB's private labels and community store model.
In 2026, Beijing is likely to become an important model battlefield for hard discount supermarkets. And the first store of Chaohesuan NB in Huilongguan is just the beginning of this hard battle.


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## Citation metadata

- Publisher: New Distribution
- Author: 汪海
- Published: 2026-05-12
- Canonical: https://xinjignxiao.com/en/articles/breaking-chaohesuan-nb-enters-beijing-for-the-first-time-store-location-e00e81a1/
- Original source: https://mp.weixin.qq.com/s/agXEuJ1F5-MzEnTYoIQziw

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