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JD.com launches 24-hour supermarket, concept store in Beijing

JD.com Inc. is ramping up its food retail offering by opening a 24-hour supermarket 7Fresh Life and the lifestyle concept store Seven Fun in Beijing over the past week.

The 7Fresh Life supermarket was launched Dec. 20 at the Huilongguan residential area in northern Beijing and includes a community restaurant, fresh food store and convenience store in an area between 300 to 400 square meters.

The supermarket will offer a home delivery service covering a 1.5-kilometer radius, reaching 50,000 families and 1,000 office professionals, the company said.

JD.com said 7Fresh will offer its services for industry partners to benefit from its supply chain, IT and omnichannel capabilities.

The Seven Fun concept store, a portfolio brand under 7Fresh, targets working professionals with an annual income of 100,000 Chinese yuan and those aged between 26 to 45. Its outlet at Beijing's Galaxy SOHO has 12 eateries, three bars as well as event spaces for hire.

JD.com said it will be focusing on tier-one cities for future expansion of the Seven Fun brand. The Beijing-based retailer hopes that Seven Fun will be the "third place" for working professionals, a concept made popular by Starbucks Corp. where its stores become a socializing and networking place.

JD.com launched the 7Fresh supermarket chain in January 2018 and has since opened nearly 20 stores in major cities including Beijing, Xi'an, Chengdu and Guangzhou. The brick-and-mortar stores also offer online grocery and home delivery services, while a large number of goods sold on JD.com can be bought on the 7Fresh platform, the company said.