---
title: "How to View JD's 7FRESH Supermarket Accelerating Its 'Warehouse-Store' Expansion?"
description: "By the end of June this year, JD's 7FRESH supermarket will open 20 'warehouse-stores' in Tianjin, according to a JD insider. This signals an acceleration in JD's layout in the instant retail market, as it aims to cover all six districts and four suburbs of Tianjin, with a new model combining stores and warehouses."
author: "零售氪星球"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-04-14"
language: "en"
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---

# How to View JD's 7FRESH Supermarket Accelerating Its 'Warehouse-Store' Expansion?

> By the end of June this year, JD's 7FRESH supermarket will open 20 'warehouse-stores' in Tianjin, according to a JD insider. This signals an acceleration in JD's layout in the instant retail market, as it aims to cover all six districts and four suburbs of Tianjin, with a new model combining stores and warehouses.

**Source** | Retail Kr Planet **ID** | LS-KXQ
By the end of June this year, JD's 7FRESH supermarket will open 20 'warehouse-stores' in Tianjin. A JD insider confirmed this news to the author.
Clearly, JD's 7FRESH supermarket is entering an accelerated phase in its layout in the instant retail market.
JD 7FRESH @ Brand
The first warehouse-store of JD 7FRESH in Tianjin opened in January this year, followed by two more in February. If 20 more warehouse-stores are added within four months, JD 7FRESH will basically cover Nankai, Hebei, Heping, Hedong, Hexi, Dongli, Xiqing and other districts. Combined with the existing 10+ 7FRESH stores in Tianjin, "it will basically achieve full coverage of Tianjin's six districts and four suburbs, and also cover part of Binhai New Area."
Tianjin is the city with the most JD 7FRESH stores in the Beijing-Tianjin-Hebei region after Beijing, and market competition is relatively less intense, but Hema Fresh has confirmed it will enter Tianjin this year.
At the start of 2025, JD 7FRESH's "forced march" in its home market shows its ambition to launch an offensive, and also opens the prelude to a new round of "arms race" among players in the instant retail market.
**Self-operated supermarkets lead**
**JD continues to increase investment in instant retail**
The domestic instant retail market is growing rapidly. According to the "Instant Retail Industry Development Report" by the Chinese Academy of International Trade and Economic Cooperation under the Ministry of Commerce, the scale of China's instant retail market reached 650 billion yuan in 2023, a year-on-year increase of 28.89%, and is expected to exceed 2 trillion yuan by 2030.
"Order and receive" has become a daily routine for the new generation of domestic consumers. Consequently, the instant retail market has become a huge emerging market that giants and old and new retail players are striving to enter. Fresh food is a high-frequency necessity category and one of the main breakthrough points for current market players.
JD 7FRESH Shanghai Huiju Store, February 2025 @ Retail Kr Planet
Founded in 2017, JD 7FRESH is a typical business for JD's exploration of online-offline integrated retail. According to Dianping, JD 7FRESH currently has nearly 70 stores nationwide, mainly in the Beijing-Tianjin-Hebei region and Guangzhou and Shenzhen in the Greater Bay Area, with 2 stores in Shanghai.
After JD established the Innovation Retail Department in July 2023 to explore and iterate new e-commerce models, JD 7FRESH was included. A regional head of JD 7FRESH told the author that since then, JD 7FRESH has begun systematic polishing of products, store-warehouse collaboration, and front-warehouse layout. A year later, in the second half of last year, JD 7FRESH launched a series of combined moves to attack the instant retail market.
In October 2024, it completed front-warehouse integration, achieving an average delivery time of 30 minutes within 3 kilometers.
In November 2024, it launched the low-price strategy "Breakthrough Price, Real Cheap, Not Afraid to Compare."
From the end of 2024 to now, it has been intensifying the opening of 'warehouse-stores' in core markets.
At the beginning of 2025, it lowered the free delivery threshold and launched exclusive benefits such as free shipping for PLUS members.
......
**JD 7FRESH's combined moves:**
**"Good, Fast, and Cheap"**
In the market, JD has always represented quality and low prices, "good and cheap." JD 7FRESH is extending this "good and cheap" to the instant retail battlefield, becoming "good, fast, and cheap."
**First, good.**
As a quality supermarket operated by JD for many years, providing high-quality, cost-effective fresh food through direct sourcing from production areas, strict quality control, private brand development, and direct supply from wineries is JD 7FRESH's basic skill honed over years in retail. An industry observer analyzed, "Compared to some front-warehouse fresh e-commerce players, 7FRESH has accumulated enough product and supply chain resources over the years."
Items like live king crab and Boston lobster, and Chilean JJJ-grade cherries are representative quality products of 7FRESH. Relying on JD's logistics system, which it excels at, JD 7FRESH can supply the freshest seasonal fruits, vegetables, and seafood. The freshest seasonal seafood can be delivered to stores within 18 hours after being caught and packed.
Letting consumers buy private brand products at value prices that are not available elsewhere and exceed expectations is also a commendable part of JD 7FRESH. In its 8 years since establishment, JD 7FRESH has created hundreds of high-quality, cost-effective private brand products covering dairy, alcoholic beverages, snacks, grains and oils, daily necessities, and other categories. 7.9 yuan 7FRESH whole milk, 0-additive 100% pure juice, draft beer, coconut water, and Wuchang rice... On Xiaohongshu, the must-buy list for JD 7FRESH has always been a hot topic.
@ Xiaohongshu netizen
Another example: first-tier liquor brands like Moutai, Wuliangye, Shede, Yanghe, Luzhou Laojiao, and Xijiu are "directly supplied by the winery" at JD 7FRESH, with dual guarantees of authenticity and low price.
**Second, fast.**
In October 2024, JD 7FRESH completed store-warehouse integration. During the 2024 Double 11, JD 7FRESH's battle report disclosed an average delivery time of 27 minutes within 3 kilometers. Thanks to no increase in delivery fees and the fastest 30-minute delivery, JD 7FRESH's order volume during the 2025 Spring Festival increased nearly 100% year-on-year.
From the plan to accelerate the opening of 'warehouse-stores' in Tianjin and Beijing, JD 7FRESH has found an efficient model for store and warehouse-store collaboration, continuously achieving "fast."
**Finally, cheap.**
From an industry perspective, the low-price IP "Breakthrough Price" launched by JD 7FRESH at the end of last year is very lethal. Many products are about 10% cheaper than other platforms, becoming a "hook" to attract new customers and create strong consumption stickiness.
JD 7FRESH Shanghai Huiju Store, February 2025 @ Retail Kr Planet
The reason JD 7FRESH can launch a "price offensive" and play the "good and cheap" card is due to the efficient supply chain models accumulated by JD's self-operated business over the years, such as "direct sourcing from production areas" and "direct delivery from sea fishing." The platform ecosystem advantages behind warehousing, logistics, and manpower, which test supply chain operations, are also key.
For example, for cherries, a popular fruit during the recent Year of the Snake Spring Festival, JD 7FRESH, on one hand, relies on JD's digital and intelligent supply chain to purchase on demand and lock in goods in advance, ensuring relatively stable purchase prices; on the other hand, it cooperates with Chilean origin to ensure quality while "bringing down" prices.
The structural long-term low price derived from the optimization of the entire supply chain, rather than subsidies, reflects JD 7FRESH's solid retail fundamentals in the instant retail market.
**JD's vanguard in instant retail**
Currently, there are mainly two types of players in the domestic instant retail market: one is front-warehouse e-commerce, such as Meituan Xiaoxiang Supermarket, Dingdong Maicai, and Pupu Supermarket, which provide fast home delivery by laying out large warehouses of more than 800 square meters and small warehouses of 300-400 square meters; the other is the store + cloud warehouse collaboration model, with Sam's Club as a "textbook" case. Hema Fresh and JD 7FRESH are based on online-offline integrated stores, with warehouse-stores covering a larger market.
A person familiar with the matter revealed that 7FRESH currently treats "warehouse-stores" as equivalent to stores, being "large warehouses of more than 600 square meters, accommodating about 6000+ SKUs," with sufficient full-category product richness. The number of SKUs covered by warehouse-stores is similar to that of 7FRESH stores.
JD 7FRESH @ Retail Kr Planet
In 2025, in addition to accelerating the opening of warehouse-stores in Tianjin, JD 7FRESH is also intensifying the addition of warehouse-stores around its 30+ stores in Beijing. Currently, it has basically achieved 30-minute home delivery coverage within the 6th Ring Road.
This means that JD 7FRESH's attack in the instant retail market will likely adopt a new model: offline 7FRESH stores strengthen the experience characteristics and expand brand power, while warehouse-stores, which have lower operating, labor, and investment costs and are lighter to operate, can be quickly replicated and closely coordinated with offline experiential 7FRESH stores, thus having the opportunity to quickly replicate in more new markets and increase JD 7FRESH's influence in the instant retail market.
This is also the market's expectation for JD's instant retail: based on JD's ecosystem, leveraging the fundamentals accumulated in self-operated retail and products, using existing experience to avoid pitfalls, and polishing a newer, distinctive instant retail approach, with richer products and lower fulfillment costs, even exploring a future self-operated instant retail model.
This trend of iteration and leveraging the big ecosystem's energy to accelerate growth has already shown signs in JD 7FRESH. Before the 2025 Spring Festival, JD 7FRESH lowered the free delivery threshold and launched exclusive benefits such as free shipping for PLUS members.
According to public data, JD PLUS members had already reached 35 million by the end of the first quarter of 2023, with more than half living in high-tier cities. The core user profiles include young refined couples, middle-aged lazy parents, urban middle class, and new white-collar workers... These are the most typical users of instant retail.
"Instant retail" is essentially still "retail." Beyond "faster," the continuous "better and cheaper" fundamentals are the confidence for a retailer to go further.
From this dimension, JD 7FRESH, which has JD's ecosystem support in logistics and supply chain, years of self-operated stores, and a deeper grasp of product strength, combined with the continuously "faster" chips, will be a heavyweight player in the instant retail battlefield with great potential and sufficient stamina.


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