Founded in 2015, Freshippo is a new retail platform for groceries and fresh goods under Alibaba Group. On the product side, Freshippo has introduced standards for fresh food, including "Daily Fresh," and made premium ingredients accessible to all. Freshippo also launched a series of private-label products at attractive pricing and quality. In terms of services, Freshippo pioneered a 30-minute delivery option for mobile orders that provides a convenient solution for all three meals in the day.