The Comparisons On Supply Chain Mode Of Fresh E-Commerce Supermarkets Between China And Abroad

With the continuous development of China's economy and the improvement of people's living standards,people's consumption concept and consumption level have changed and improved to a great extent.Under this opportunity,the fresh food consumption industry has developed rapidly.At the same time,the popularity of the Internet and the rapid development of e-commerce make people's purchase of fresh products shift from offline to online and offline integration.At present,the fresh food e-commerce market in China is in a high-speed development stage,with multiple formats coexisting,among which the pre warehouse mode and community group mode not only improve the efficiency of each link,but also attract more consumers to participate.In 2018 alone,the transaction scale of China's fresh e-commerce market exceeded 200 billion yuan.However,compared with the development of other modules of e-commerce,fresh e-commerce has not been fully developed and utilized.There are problems in the production,circulation and operation of fresh products of fresh e-commerce in China.First of all,from the source point of view,the added value of agricultural products in China is low.How to improve the added value of fresh products and form brand effect to achieve sustainable output to consumers is the primary problem faced by fresh e-commerce.Secondly,fresh products are easy to be damaged in the process of circulation.Dairy products,seafood,fruits and other categories are prone to deterioration and damage due to the impact of external environment,such as temperature,humidity,artificial handling,etc.during storage and transportation.At the same time,in the middle of the supply chain,affected by the level of technology,China's cold chain logistics technology development is relatively backward,self-built cold chain logistics needs a lot of cost input.Finally,in the operation of the terminal,due to the different product quality and distribution efficiency of each fresh e-commerce platform,the online consumer experience is poor.The penetration rate of purchasing fresh food online is low.These problems mentioned above will ultimately affect consumers' satisfaction with the products provided by the fresh e-commerce supermarket.Therefore,this paper analyzes consumers' satisfaction with the quality of fresh products,consumers' satisfaction with the purchase intention of fresh products,and consumers' satisfaction with the services provided by the fresh e-commerce supermarket chain,so as to develop the supply chain mode of the fresh ecommerce supermarket chain in China.The exhibition can provide countermeasures and suggestions.Compared with domestic fresh e-commerce,foreign fresh e-commerce industry started earlier and developed faster.Therefore,based on the theory of supply chain mode,this paper takes Yong Hui supermarket and He Ma-Xiansheng,which are the domestic fresh e-commerce supermarkets with operating characteristics,as the research object,and compares them with foreign fresh e-commerce supermarkets to find out the similarities and differences of development paths and analyze their business strategies and core advantages to provide reference suggestions for the development of fresh ecommerce in China.Through theoretical and case studies,this paper provides guidance and reference for the supply chain mode of fresh e-commerce supermarkets in China.