Mr. Shanshen, Currently serving as the Head of Business for「Hebubu」-a wellness brand from Freshippo.
With 33 years of experience in the retail industry, he has previously worked at companies such as Carrefour and China Resources. He specializes in business model innovation, operations management, supply chain restructuring, and online-to-offline business expansion.
Passionate about traditional culture, he identified emerging opportunities in the wellness and health sector, along with the potential for innovation in traditional tonics. Driven by a dream and enthusiasm for the health industry, he joined Freshippo in 2019, subsequently incubated and now operates the innovative wellness brand「Hebubu」within the group.
Tonic and food-as-medicine products have long been seen as high-barrier, low-frequency offerings for a niche group of informed consumers. Leveraging Hema’s retail ecosystem, supply chain capabilities, and data-driven insights, 「Hebubu」 applies modern FMCG logic to reframe traditional tonics into everyday, easy-to-use functional foods. This shift is helping move the category from an elite niche into everyday life—and redefining how tonic and functional foods can scale for the mass market.