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September 23-24, 2019 Hangzhou, China

HOU Yi, President of FreshippoFreshippo - The Future of Retail is Now

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Continue Strengthening Core Competencies

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持续夯实核心能力，加深护城河

Freshippo’s Future: Innovation Unlocks Unlimited Possibilities

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盒马的未来：创新带来无限可能

Rapid and Healthy Growth

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盒马新零售快速健康发展

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已进驻22个城市，初步完成全国布局

全国门店数量 覆盖城市数量

171

64

2018 2019

2214

2018 2019

Stores Cities（1） （1）

南海诸岛

Nationwide Coverage with Operations in 22 Cities

Note: 1. 2019 numbers are as of August 31, 2019. 2018 numbers are as of June 30, 2018. Franchise stores included.

南海诸岛

她们一年在盒马消耗

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20mn+Annual Active Consumers

60%+Annual Retention Rate

年度活跃买家

年度留存率

主力消费人群在盒马年人均消费Average Annual Spending per Top Consumer

RMB3,000+

盒马的典型用户画像Typical Consumer Profile

Age25～40

GenderFemale

Average Annual Household Income

RMB270K+

In one year, they would consume...

5,000 tons 3mn 200k 8mn

（1）

（1）

（2）

服务中国最有购买力的消费者

Well-positioned to Serve Consumers With High Purchasing Power

Notes: 1. For the twelve months ended August 31, 2019. Franchise stores excluded. 2. Top consumers refers to the group of consumers who contributed around 80% of Freshippo’s revenue. Franchise stores excluded.

她们一年在盒马消耗

Combined Adjusted EBITDA of 12-Month Stores Turned Positive

线上销售占比持续提升

61%

51%（1）-30%+13%

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同店增长强劲 店均营运成本大幅下降Decreasing Operating Costs

Note: 1. Data from 58 stores that have been operating for the last twelve consecutive months as of August 31, 2019. Franchise stores excluded.

Increasing Contribution of Online Sales Robust Same Store Sales Growth

August 2018 August 2019 August 2018 August 2019 August 2018 August 2019

12个月以上的门店 Adjusted EBITDA

(息税折旧摊销前利润) 已整体转正

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Tiered Operations Content and Community

Offer different products and services to different customer groups

Enhance overall experience

Higher satisfaction and loyalty

分层运营 内容+社群

Location &

Purchasing

Power

位置和消费力

Consumption Senarios

商圈和消费场景

Store Size &

Shelf Space

门店大小和

货架空间

Data Technology

Digital operation and management

DT提效

Automatic staff scheduling⾃自动排班

Automatic staff dispatch⾃自动调度

Smart merchandise discounting⾃自动打折

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针对不同商圈和人群提供不同的商品和服务 提升整体的体验，带来更高的满意度和忠诚度

数字化营运管理

Strong Operational Capabilities Drive Improved Efficiency and User Experience精细化运营管理，全面提升零售效率和体验

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Continue Strengthening Core Competencies

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持续夯实核心能力，加深护城河

Freshippo’s Future: Innovation Unlocks Unlimited Possibilities

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盒马的未来：创新带来无限可能

Rapid and Healthy Growth

01

盒马新零售快速健康发展

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Direct Procurement Agricultural Product Sources

483农产品基地

Seafood

（1）

Five Categories

优化供应链，提升品质和新鲜度

Build Agricultural Procurement Capabilities with Rural Taobao. Reduce Procurement Costs

Note: 1. Direct procurement sources are composed of 329 contracted sources and 154 licensed sources as of August 31, 2019.

南海诸岛南海诸岛南海诸岛南海诸岛

Optimize Supply Chain, and Improve Food Quality and Freshness

联合村淘，大力建设生鲜农产品基地，降低采购成本

南海诸岛南海诸岛南海诸岛南海诸岛

Cultivate Differentiated Consumer Mindset

Invest in Private Label

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1% 10%+ 18%

China Market Private Label Share of Sales

Freshippo Private Label Share of Sales

North America Market Private Label Share of Sales

Percent of Freshippo Consumers who Bought Freshippo Private Label Products by Category盒马自有品牌在各品类的顾客渗透率

差异化的心智带来快速渗透

Fast Penetration Driven by Increasing Consumer Mindshare

(1)（2）

(4)(4)

日日鲜豆浆

帝皇鲜泰国白虾仁

纽澜地牛肉

Freshippo Daily Fresh Soy Milk

Difresco Frozen Vannamei Shrimp

Newland Black Cattle Beef

不断开发自有品牌商品

（3) Bakery Vegetable Meat Rice and Cooking Oil

DairySeafood3R0

20%

40%

60%

80%

100%

10%

30%

50%

70%

90%

Notes: 1. Freshippo private label products include products under Freshippo owned brands and products from partners that are solely developed for and sold at Freshippo. 2. Penetration rate is defined as the number of consumers who bought Freshippo private label products as a percent of total consumers who made purchases in that category for Shanghai in August 2019. 3. 3R stands for ready-to-cook, ready-to-heat and ready-to-eat products. 4. China Merchants Securities report published on May 10, 2019. 5. Freshippo private label GMV as a percent of total GMV in the month of August 2019.

(5)

打造差异化的消费心智

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常温和低温仓

Room temperature & freezer warehouses33

加工中心

Central kitchens and processing centers11海鲜水产暂养中心Seafood facilities4

48 Multi-temperature and Multi-function Warehouses

48个多温层多功能仓库

(1)

南海诸岛

Nationwide Cost-effective Cold Chain Logistics Network覆盖全国的高效的冷链物流网络

Co-develop with Cainiao and Ele.me 与菜鸟和饿了么共建

Note: 1. As of August 31, 2019.

Farm - Warehouse产地-仓库

Port (Sea, Air) - Warehouse口岸(港口、机场)-仓库

Warehouse - Warehouse仓间调拨

Warehouse – Store fulfillment center大仓-店仓

Store - Consumer门店-消费者

南海诸岛南海诸岛

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Continue Strengthening Core Competencies

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持续夯实核心能力，加深护城河

Freshippo’s Future: Innovation Unlocks Unlimited Possibilities

03

盒马的未来：创新带来无限可能

Rapid and Healthy Growth

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盒马新零售快速健康发展

一、二线城市核心城区

Tier 1-2 City Core Areas

一、二线城市郊区

Tier 1-2 City Suburbs

下沉市场

Less Developed Areas

Increase Store Density 门店网络加密

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Penetrate into Less Developed Areas下沉市场渗透

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The Pathfinder of Alibaba’s New Retail

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