Optimizing And Developing Strategics Of "Freshhema" Business Model Under The Background Of New Retail

With the declining demographic dividend of Internet in China,Domestic e-commerce firms are seeking new profit growth points,entity retailers are also trying to reform in the process of competing with e-commerce for the market.Under the background of increasingly fierce competition between online and offline retailers,It's worth thinking about how retail enterprises innovation through business model to win an advantageous position in the industry.As a fresh retailer,“Freshhema” 's business model breaks the bondage of online and offline,which become a star company in this industry,But it also faces many obstacles in the process of development.On the one hand facing the “Missfresh”,“7FRESH” and other e-commerce platforms continue to squeeze,On the other hand,its current business model has gradually exposed its drawbacks in the rapidly changing market environment.This article is in this context to explore the optimization of the "Freshhema" business model,to provide a reference basis for the rapid development of “Freshhema”,At the same time,it is also conducive to other retail enterprises to provide reference and ideas for their business model innovation.This paper taking “Freshhema” for research objects,Exploring the optimization of business model under the environment of "new retail" according to enterprise business model element model.First,using PEST,Five Forces Model to analyze the internal and external environment of “Freshhema”,Then,with the help of Business Model Elements Theory and the macro-environment to analyse the characteristics of its current business model and its causes,Finally,it optimizes its business model from four aspects: business positioning,service system,profit model and enterprise value,and puts forward development strategies and safeguards.Through the research of this paper,The adjustment of the business model of "Freshhema" must be based on the characteristics of its environment.To adapt to the domestic market demand of upgrading consumption,Increase investment in technology and talent,Through the big data technology to guide retail,and eventually to the mode of export and light assets expansion path.