Freshippo is one of China's most successful examples of new retail. When Freshippo first opened in 2015, it bolstered the idea of omnichannel shopping experiences. Behind the company's strategy is the fast-growing Chinese consumer market. Despite the disruptions due to the COVID-19 pandemic, retail sales of consumer goods rose 12.5 percent year on year in 2021. The convergence of offline and online retail in China is influencing the global perception about retail trade.