Recently, Hema Xiansheng’s official Weibo post complained about the sudden addition of a bunch of relatives to the family, including Mrs. Hema, Miss Hema, and Dad Hema.

As for the reason why Hema Fresh’s trademark was robbed, I think it may be that the name Hema Fresh is very creative, and the merchants who snatched the trademark are optimistic about the future development prospects of this trademark.

Hema Fresh Food is Alibaba’s new retail format that has completely reconstructed offline supermarkets. Hema is a supermarket, a restaurant, and a vegetable market, but this description seems inaccurate. Consumers can purchase in stores or place orders on the Hema App. One of the biggest features of Hema is its fast delivery: within 3 kilometers of the store, it can be delivered to your door in 30 minutes. Hema Xiansheng can be said to be a major breakthrough in the current retail industry. The biggest difference from traditional retail is that Hema uses big data, mobile Internet, intelligent Internet of Things, automation and other technologies and advanced equipment to achieve the ultimate integration between people, goods and places. Optimizing matching, from supply chain, warehousing to distribution, Hema has its own complete logistics system.

However, this model also brings huge costs to Hema’s initial investment. The cost of opening a Hema store ranges from tens of millions of yuan.

The ability to achieve a delivery speed of 30 minutes lies in the core capability of algorithm driving. The mesh hemp ropes hanging with metal chains in the store are part of Hema's full-link digital system. Hema's supply chain, sales, and logistics fulfillment links are completely digital. From the arrival of goods to the store, putting them on the shelves, picking, packaging, and distribution tasks, workers use smart devices to identify and work on them, which is simple and efficient, and the error rate is extremely low. The entire system is divided into a front desk and a back office. Users can sort and package within 10 minutes of placing an order, and achieve delivery within 3 kilometers in 20 minutes, realizing the integration of stores and warehouses. It can be said that the emergence of Hema is a major breakthrough for traditional e-commerce. It is almost not limited by time, space, and location, and can meet the needs of users to the greatest extent.

However, I don’t think Hema Xiansheng’s trademark has been robbed of much impact on Hema Xiansheng itself, because you can imitate other people’s names, but you can’t imitate other people’s systems.