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Fresh & Chilled
Fruit, vegetables, aquatic products, meat, poultry and eggs—managed with freshness, food safety and cold-chain discipline.
New Sailing Global Grocery Supply
AI-Powered Supply for the World’s Leading Grocers
We help leading retailers discover, launch and scale trusted food products from China—combining local market insight with end-to-end supply execution.
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Who we are
A different kind of sourcing partner
The buying partner behind better grocery launches.
New Sailing is an AI-powered premium supply platform serving leading retail Key Accounts. As a Master Buying Partner, we translate local demand into the right China assortment, then manage the journey from source to shelf.
Our model is deliberately focused. We work with leading retailers in each market, protect channel differentiation and stay accountable across sourcing, quality, compliance, logistics and go-to-market coordination.
Backed by deep grocery operating experience and a technology-enabled workflow, we make complex cross-border execution feel clear, fast and dependable.
See our journeyWhat we bring to market
Full-range food capability, curated for each retailer.
We do not offer an endless catalogue. We build a commercially coherent range around the retailer, the market and the job each product needs to do.
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Frozen & Ready-to-Eat
Meal solutions, dim sum, noodles, bakery and prepared foods designed for convenience-led grocery missions.
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Ambient Food
Snacks, drinks, instant foods, condiments and sauces with the right format, localisation and route-to-market plan.
Exported brand experience
Brands brought to overseas retail.
A selected view of brands successfully brought to overseas retail through completed New Sailing export programmes—proof of execution, not an exclusivity or endorsement claim.
三纯Sanchun
Selected brands from completed New Sailing export programmes. Brand marks remain the property of their respective owners.
Retail relationships
Built for the retailers who set the standard.
Our selected operating relationships span Hong Kong, Singapore, Cambodia and Malaysia. Every programme is shaped around the retailer’s own customer, format and market.
HK
Hong Kong
SG
Singapore
KH
Cambodia
MY
Malaysia
Selected launched relationships and operating programmes. Brand marks remain the property of their respective owners.
Our operating journey
From first launch to a regional platform.
New Sailing was formally established in 2026. Earlier milestones reflect the continuity of its founding team and retail operations.
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Hong Kong
First Hong Kong launch
The team began with a Lee Kum Kee co-branded ready-to-eat programme in Hong Kong, proving the cross-border operating model.
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Regional expansion
Four strategic market launches
Programmes launched with HKTVmall, DFI/Wellcome, FairPrice and Lucky, expanding across Hong Kong, Singapore and Cambodia.
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New Sailing
A regional platform takes shape
New Sailing Limited formally launched, entered Malaysia with Jaya Grocer and welcomed Lehe’s strategic investment.
Featured case
Five SKUs. One focused launch. Measurable contribution.
New Sailing worked with U100 and FairPrice to turn a focused beverage range into a meaningful shelf presence—aligning product selection, documentation, supply and in-store execution.
- 5
- SKUs launched
- 5,468
- units sold
- 56%
- of New Sailing’s FairPrice beverage volume
Source: FairPrice scanned sales data, YTD May 2026.
Read the case study
Baozhisu · Zhongshan Luzon
Four dessert SKUs moved from first shipment to a visible FairPrice promotion.
First shipped 4 May 2026; recently entered the FairPrice Top 30.
Yangzhanggui
A non-fried instant ramen format verified on shelf in Singapore.
Product, supplier and channel are documented with direct in-market photography.
News & field notes
Where our work meets the market.
Talks, launches and operating milestones that show how retail insight becomes cross-border execution.
Industry event
Bringing China’s retail innovation to the London stage.
At Retail Technology Show 2026, founder Shaoming Yang shared an operator’s view of AI-driven supply chains and customer-centred retail.
Read field note
Explore launches, partnerships and founder perspectives.
View all newsA better route from source to shelf
Let’s build the next grocery success story.
For retail partnerships, market opportunities and strategic sourcing conversations:
heidi.lu@newsailing.cc