Meituan opens offline outlet

China's leading instant retail platforms are stepping beyond their digital roots. On Dec 19, Ella Supermarket, or Xiaoxiang Supermarket, the instant retail brand under Meituan, officially opened its first offline store in Beijing.

The store is located in Wanliu Shopping Center in Haidian district, an area surrounded by high-end residential compounds and close to the Zhongguancun technology hub.

Covering about 4,500 square meters, the outlet adopts a large-store format that clearly differentiates it from Meituan's hard-discount community supermarket brand, Happy Monkey.