From China’s supply base to nearly 280 Wellcome stores.
A DFI Retail Group and Dingdong Fresh collaboration demonstrates the retail and supply-chain experience that New Sailing’s founding team carries forward.
In April 2025, six selected vegetable products from Dingdong Fresh’s supply base launched in nearly 280 Wellcome stores in Hong Kong, with availability also extending to online channels and foodpanda.
More than a shipment
Getting a product into a major retail network requires more than finding supply. The work spans customer need, product selection, specification, quality assurance, cold-chain coordination, documentation and an operating rhythm that can protect availability after launch.
The DFI collaboration is part of the founding team’s predecessor operating history. New Sailing did not sign the 2025 agreement as a standalone company; it carries forward the experience, relationships and execution discipline developed through that work.
Continuity that matters
For an overseas Key Account, continuity means the team understands both sides of the table: the retailer’s customer promise and the supplier-side details needed to fulfil it. That is the practical foundation New Sailing brings to current category and market programmes.
It also explains why the company remains intentionally focused. Each programme is built around a specific retail partner and market rather than a generic export catalogue.
Source note: Product count, launch timing, store coverage and channel details are based on DFI Retail Group’s 7 May 2025 press release. This story is explicitly presented as predecessor-team operating history.