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Sales of Missfresh private label Fresh Joy surged 300 percent in Q4 2021

Chinese online grocery-delivery platform, Missfresh, reported that fourth-quarter 2021 sales for its private label Fresh Joy (“Xiang An Xin” in Chinese) product range grew 300 percent, as compared to the first quarter in the same year.

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Fresh Joy range encompasses more than 200 SKUs including vegetables, pork, chicken, eggs, baked products, and more. The surge in sales was attributed to Missfresh’s continued investment and improvements to the private label products’ quality as well as increased customer trust and recognition of Missfresh’s private label products.

Private labels, also known as in-house brands, have become an important segment for Missfresh. During the Q3 2021 earnings conference call , Xu Zhen, Chairman and CEO of Missfresh, added that the company will continue to develop in-house brands to boost sales and improve the online grocery platform’s range of offerings and shopping experience.

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On top of Fresh Joy, Missfresh has launched private labels for ready-to-eat meals, dairy products, and other grocery and fast-moving consumer goods categories. In March 2022, the company launched “Ju Xia Fan” brand for ready-to-eat meals.  The new brand placed among the top three best-selling categories on Missfresh’s on-demand online retail platform within three days of its launch.