"Xiaoxiang Supermarket," Meituan's (03690) self-operated retail business, is a "30-minute fast-delivery supermarket" that operates through a "mobile app + offline service station" model. These community-based service stations integrate storage, sorting, and delivery, enabling the fastest delivery within 30 minutes to provide residents with fresh food, groceries, daily necessities, and delivery services. According to public information from the "Xiaoxiang Supermarket" service account, it is currently available in cities including Beijing, Shanghai, Shenzhen, Guangzhou, Wuhan, Suzhou, Hangzhou, Wuxi, and Dongguan.
In January of this year, Beijing Xiangxian Technology Co., Ltd., the main entity behind "Xiaoxiang Supermarket," established subsidiaries in Jinan and Qingdao: Shandong Xiangxian Technology Co., Ltd., founded on January 17 and located at Room 416, 4th Floor, Artificial Intelligence Building, Hanyu Jingu, Jingshi Road, Shunhua Road Street, Jinan Area of China (Shandong) Pilot Free Trade Zone; and Qingdao Xiangxian Technology Co., Ltd., established on January 26 and located at Room 906-25, North Capital Plaza, Building 2, 860 Hefei Road, Zhonghan Street, Laoshan District, Qingdao City, Shandong Province.
With the establishment of these corporate entities, "Xiaoxiang Supermarket" has begun its expansion in Shandong. According to Qingdao Daily, the Qingdao Municipal Commerce Bureau recently disclosed that Meituan's Xiaoxiang Supermarket Qingdao station will launch in May. Meituan's self-operated retail business, Xiaoxiang Supermarket, formerly known as "Meituan Grocery," was upgraded to Xiaoxiang Supermarket at the end of 2023. It primarily uses community-based service stations that integrate storage, sorting, and delivery to provide fresh food, groceries, daily necessities, and delivery services to residents. Positioned as a "30-minute fast-delivery supermarket," its front warehouses can cover an area of 3–5 kilometers.
A review of recruitment platforms shows that "Xiaoxiang Supermarket" has posted multiple job openings in Qingdao, with locations covering Licang District, Chengyang District, Shibei District, and Laoshan District. Specific work addresses include No. 1138, Qingdao 308 National Highway; Huatong Metropolitan New Economy Industrial Park in Licang District; Haihui Plaza in Shibei District; Qingdao Tian'an Digital City in Chengyang District; Wanda Plaza in Licang District; Huatong Metropolitan Industrial Park in Shibei District; and Nord Plaza in Shibei District.
Simultaneously, multiple "Xiaoxiang Supermarket" recruitment postings have appeared in Jinan, covering Huaiyin District, Licheng District, Shizhong District, and Lixia District. Specific work locations include Building 1, South District of Lushang Phoenix City in Licheng District; 501PARK Tea Culture Industrial Park in Huaiyin District; Phoenix Agricultural Trade Wholesale Market in Licheng District; Shuntai Plaza in Licheng District; Jinan Hualian Life Plaza in Shizhong District; and Jinan Mixc in Lixia District.
In follow-up communication with recruiters posing as a job applicant, the "Xiaoxiang Supermarket" recruiter in Qingdao shared an opening schedule indicating that multiple stations will open successively between May 23 and 31. The recruiter in Jinan also confirmed that the opening date is set for May 22.
Subsequent inquiries to Meituan's customer service hotline for specific progress were met with a response that verification was needed before a reply could be provided. As of the time of writing, no further response has been received.