(Yicai Global) Jan. 4 -- Hema Fresh, the fresh food e-commerce experience store under online retail stalwart Alibaba Group Holding Ltd., plans to open 30 stores in Beijing this year.

The new locations will help the brand, operated by Shanghai Hema Network Technology Co., deliver fresh food and meals across the capital's entire downtown area within 30 minutes, Economic Information Daily reported.

Hema Fresh, which offers fresh food and meals in store and via a mobile app, is a key component in Alibaba's New Retail model. Group Chairman Jack Ma began pushing the strategy in 2016, which he describes as "the integration of online, offline, logistics and data across a single value chain."

The firm had 25 stores in seven Chinese cities as of the end of last year, and will continue to expand its urban coverage with a focus on Beijing, said Hou Yi, chief executive.