Study On Wal-mart Supermarket(China) Fresh Produce Supply Chain Management And Optimization

From the circulation mode of a large farmers market as the terminal to the mode of supermarket as the main circulation patterns, fresh produce retail in China is undergoing profound changes. Fresh produce has become one of the most important business varieties in the supermarkets, and fresh sector is the most characteristic sector, for its operation is the most difficult, span the widest and is the most professional part in the supermarket. As the entire supermarket is concerned, it can attract consumers, promote sales and strengthen profitability, better meet consumer demand, and help establish the overall image of a supermarket. Market competition in the 21 st century is no longer the one between enterprises, but between the supply chains. In this context, to do well in the supermarket fresh produce management requires a good job in its supply chain management.Fresh produce itself has fresh, regional and seasonal characteristics which determine a quite complex supply chain that is with many participants, complex structure, seasonality, big market uncertainty, strong regionality, high logistics requirements, decentralized production, more complex logistics route, diverse structures, two-way information and so on. Efficient supply chain management can not only reduce costs, reduce inventory, but also to make reasonable use of corporate resources. Moreover, it achieves an effective linking between production and sales, so that the logistics, information flow and capital flow go along a reasonable way, and thereby enhances the core competitiveness of the enterprises.The development of fresh produce supply chain management is closely related to the development of retail chains. This paper, on the basis of the actual operation of Wal-Mart(China) retail chains fresh produce supply chain, for the purpose of satisfying consumers, analyzes the status quo and the existing problems of Wal-Mart fresh produce supply chain management from both quality and price perspectives.Then the paper put forward Wal-Mart fresh produce supply chain optimization strategies, with the hope to provide a reference for deepening supply chain optimization theory and to improve fresh supply chain management in Wal-Mart and other retail chains and to play a positive role in boosting the construction of the produce security system which is directly related to people’s life quality and public health.