Research On Supply Chain Model Of Fresh Product Business Of E-commerce Enterprises Under The Background Of New Retail

Online retail has been well developed in the past decade,the development speed is quite fast in China.Under the impact of online retail,many traditional retail enterprises have closed their offline stores.Undoubtedly,online retail has the incomparable advantages of traditional retail stores,which is the root cause of the rapid development of online retail in the past decade.However,in recent years,the growth of online retail has slowed down.This is because pure online retail has its inherent disadvantages that cannot be compensated for,that is,the lack of customer experience.Therefore,in recent years,a new type of retail concept is emerging,which is emphasizing the combination of online and offline,and the use of big data and other technologies to optimize the supply chain.Today,it has been widely recognized and practiced,Some large e-commerce companies,such as Alibaba's Freshhema and JD's 7FRESH,actively use capital and technology advantages to try and explore new retail models in the fresh business field,and their practice activities provides valuable experience for other companies that want to deploy new-retail fresh business.Because some large e-commerce companies actively practice the new retail model and have achieved some results,in the same time,there are few theoretical studies related to the new-retail fresh supply chain model,the purpose of this paper is,based on the summarization research of currently typical fresh business supply chain model,proposing a more cutting-edge new-retail fresh supply chain model.By comparing and cross-validating with the practiced retail fresh supply chain model of one enterprise,it is pointed out that the proposed model has a certain practical basis,which can not only provide certain guiding to large enterprises for the construction of their new-retail fresh supply chain system,but also,the guiding role can be a good reference for the construction of the fresh supply chain system of small and medium-sized enterprises.In order to achieve the above research goals,this paper is based on the following research logic.First,reviews the overseas and domestic research status of traditional retail supply chain,e-commerce supply chain,fresh product service supply chain and e-commerce fresh business supply chain respectively.Then describes the development status of popular fresh business supply chains and compares their supply chain models,also further summarizes the opportunities and challenges the e-commerce enterprises will face when they setup their fresh business supply chain in the era of new retail.Next this paper defines the supply chain model of fresh business in the era of the new retail,proposes SLOOMC supply chain model and describes its mechanism,feasibility and implement strategies.Then from the perspective of case analysis,this paper takes the Freshhema of Alibaba Group as an example and analyzes the supply chain model of Freshhema,also compares it with proposed model,then analyzes its implement strategies from five aspects of sales management,operation management,warehousing management,supply management and logistics distribution management,last this paper analyzes disadvantages of the supply chain of Freshhema and gives proper solutions.Finally,this paper summarizes some key features that can be good references to the traditional retail and e-commerce retail,who are preparing to setup their own fresh business supply chain in the era of new retail.