A Comparative Study On The Profit Model Of Fresh E-Commerce Front-End Warehouse Model And Store-Warehouse Integration Model

With the vigorous development of the Internet in this century,e-commerce has become one of the most prominent fields,and fresh e-commerce is known as the last blue ocean in the field of e-commerce.Fresh e-commerce is a hot topic in recent years,the outbreak and normalization of the epidemic has made fresh e-commerce penetrate into people’s lives,but the public’s awareness of fresh e-commerce is only limited to simple use,and little understanding of the diversification and fierce competition behind the fresh e-commerce market.Fresh food e-commerce has been born less than 20 years ago,the entire industry is still in the growth stage,the market is not yet mature and the competition is not yet determined,so a certain exploration of the business model of fresh e-commerce can better understand the general environment of the industry,and at the same time recognize that different profit models are also facing different profit dilemmas.The analysis and research of representative enterprises in the industry through the case study method is conducive to the management to find and solve problems from different angles,and consider the strategic direction of sustainable development,so as to improve the sustainable operation ability of the enterprise,how to establish a high-quality profit model and achieve long-term stable development is a problem that all fresh food e-commerce companies should take seriously.Based on the value chain theory,profit model element theory and core competitiveness theory,this paper takes the profit model of fresh e-commerce platform as the starting point,and selects the fresh e-commerce front warehouse model representative Dingdong grocery shopping and store warehouse integrated model representative Hema fresh as the specific research object by combining literature analysis method and case analysis method combined with comparative analysis method,first elaborate the business models of the two separately,and then analyze the current situation of the platform profit model from the aspects of profit model value creation and core elements and compare.The common problem is that the profit leverage is too high,the problem of Dingtone Grocery is reflected in the profit point and profit barrier,and the problem of Hema Fresh is reflected in the profit object and profit source.Through comparison and discovery of problems,common and targeted optimization countermeasures are proposed: complete the mode upgrade,control operating costs,optimize the staffing of core hubs,increase product richness,and clarify profit objects as soon as possible.It is conducive to the fresh food e-commerce platform to discover profit problems in a timely manner,optimize the business structure,further rationally integrate resources and establish competitive advantages,so as to promote the sustainable development of enterprises and achieve the goal of improving profitability.Finally,the general opinions are summarized in order to give the entire fresh e-commerce industry certain reference opinions.