Missfresh IPO Presentation Deck

SE 优鲜 Unit Economics Optimization and Drivers Long term optimization drivers and outlook AOV (GMV per order)¹ Revenue per order Gross profit per order Fulfillment expense per order Rental and D&A expenses QC center expenses DMW service expenses Other fulfillment expenses Selling and marketing expenses per order General and administrative expenses Research and development expenses Note: ¹ Excluding Convenience go ■ Our AOV reached RMB94.6 in 2020 ■ Increase in AOV is one of the major drivers for UE optimization, through our continuous efforts to: ✓ Enrich our product offerings and continually improve product quality ✓ Expand SKU variety and optimize product mix Develop private-label products We focus on healthy, sustainable growth, and plan to gradually decrease coupons and incentives offered to users Healthy long term gross margin for our DMW business will be achieved mainly through: Product mix optimization Supply chain management & Procurement cost optimization Delivery fee charges Continuously upgrading algorithms Further achieve economy of scale Strengthen our core technology capabilities to continue to improve fulfillment efficiency Continue to improve fulfillment efficiency with higher order density and enhanced technology and system Retail Al Network (RAIN) to further enhance automation level and efficiency of the entire operation process Leverage social networks as an effective and efficient tool for user acquisition and engagement Advance our smart marketing capabilities to refine our marketing and user acquisition strategy Continuous improvement in efficiency and economies of scale Continuous improvement in efficiency and economies of scale 29

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