Analysis On The Operation Mode Of Fresh Supermarkets Under The Background Of New Retail

Since the development of the retail industry,it has experienced two periods:channel sovereignty and commodity sovereignty.During these two phases,merchandise was the core of retail sales and the focus of operation activities.Today's retail market has stepped into the stage of consumer sovereignty.During the period of consumer sovereignty,consumers have played a more important role in the market.Since Ma Yun put forward the concept of 'new retail'in 2016,emphasizing that retail companies are about to usher in the era of online and offline logistics integration,e-commerce and physical retailing are moving from the struggle of contradiction and unity to interdependence.Major capitals are Actively exploring and deploying new retail.In this new retail trend,fresh categories with high repurchasing rates,strong user stickiness,and mostly instant demand characteristics have become one of the strategic categories in which new retailers attract consumers and build their own barriers.Therefore,in the past two years,a series of online and offline mergers have emerged to explore new retail fresh supermarkets.They are mainly e-commerce giants,and there are also traditional retail giants,such as Alibaba's Hema Fresh,Suning's Sufresh,Yonghui's Super Species,Xinhuadu's Seafood Society,Jingdong's 7FRESH and Better Life's Fresh Ideas,edc.these are all new species born under this background.This paper mainly introduces the related theories and concepts of new retail,expounds the concept of customer shopping value theory and its application in retail formats.The impact of the new retail environment on the development of fresh supermarket,the present situation of the development of fresh supermarket and the development process of the Hema Fresh,focusing on the three dimensions of the functional shopping value,the hedonic shopping value and the Social shopping value in the customer shopping value theory,this paper analyzes the operation status and mode of Hema Fresh in detail,Through comparative analysis of internal and external environment,the paper puts forward that the management mode of Hema Fresh needs to adopt the combination strategy according to local conditions in the future,and finally puts forward the improvement strategy and Implementation Countermeasures of the operation mode of Hema Fresh.The article is divided into six parts:the first chapter summarizes the research background and research issues,puts forward the significance and innovation of the study,and describes the research methods and ideas used in this paper;the second chapter defines the relevant concepts of this article,describes the basic characteristics of new retail,the main operating mode of fresh supermarket and customer shopping value theory;the third chapter elaborates the impact of new retail on fresh supermarket,and the trend and current situation of the development of fresh supermarket;the fourth chapter elaborates the current situation of the development of Hema Fresh and the main problems existing in the development,the main competitors are analyzed and compared;the fifth chapter takes Hema Fresh as an example,based on customer shopping value theory On the basis of the detailed analysis of the construction of the operation mode system of Hema Fresh;The sixth chapter further refines the conclusions of this paper,and gives prospects for future research on this topic.