Newjoy

Newjoy (新佳宜) is a Chinese convenience store chain headquartered in Changsha, Hunan Province. It is operated by Hunan Jiayi Enterprise Management Co., Ltd. (湖南佳宜企业管理有限公司). The brand began in 2007 and has since grown into a regional chain with more than 2,000 stores across Hunan, Hubei and Jiangxi, serving over 200 million customer visits annually according to its official website. Newjoy positions itself as a 'Central China chain convenience store' (华中连锁便利店) and emphasizes a franchise-driven expansion model, inviting partners to build a retail ecosystem that balances quality and value. The company's operations are supported by a self-built cold-chain and ambient warehouse of 43,000 square meters, which helps maintain product freshness. It works with more than 360 suppliers, with factory-direct supply accounting for 72% of its procurement. Newjoy's stated mission is '让生活更有温度' ('making life warmer'), and its corporate culture highlights integrity, pragmatism and the pursuit of excellence. The brand aims to create value for both consumers and franchisees, describing its approach as consumer-friendly pricing and sustainable profitability for store partners. Newjoy's headquarters are located in the Wangdefu Building on Wanjiali Middle Road in Furong District, Changsha, while its logistics park is at No. 3, South Section of Dongshi'er Road, Changsha County. The company provides franchisee support including site selection, brand promotion and operational training. Its franchise hotline and supplier contact details are published on its official website. As of 2025, Newjoy describes itself as entering a new phase of high-quality development, focusing on core business expansion and helping franchisees increase profitability.

Newjoy (新佳宜) was founded in 2007 in Hunan Province, China. The brand started as a regional convenience store operator and gradually expanded its footprint across Central China. According to its official website, by 2025 it had accumulated over 19 years of retail experience, operating more than 2,000 stores across Hunan, Hubei and Jiangxi. The company built a 43,000-square-meter cold-chain and ambient warehouse to support its growing store network and established partnerships with over 360 suppliers, with 72% of goods supplied directly from manufacturers. Newjoy's expansion has been driven largely by a franchise model, and the company provides end-to-end support to franchisees, from site selection to profitability. In 2025, Newjoy announced a new phase of high-quality development, focusing on core business expansion and enhancing franchisee returns. The brand continues to operate under Hunan Jiayi Enterprise Management Co., Ltd. and remains a private company.

• 2025

  Newjoy reports over 2,000 stores and 200 million annual customer visits, and announces a new phase of high-quality development.

• 2007

  Newjoy founded in Hunan, China.

Central China chain convenience store focused on quality-price ratio and franchisee profitability.

• Convenience store retail

  Everyday consumer goods, fresh food, beverages and snacks sold through Newjoy stores.

• Franchise support

  Site selection, brand promotion, operational training and profitability support for franchisees.

1. 1新佳宜官网jiayihn.com
2. 2Newjoy - Wikidatawikidata.org