Research On Store Location Of Fresh Enterprises Under The Background Of New Retail

The development of fresh e-commerce in China has entered a mature stage.The new retail model of online and offline integration will become the mainstream trend in the future.The format of pure retail and pure e-commerce will soon be replaced by the new retail business model.Fresh agricultural products are also an important food source for Chinese residents in their lives.The fresh food market is huge.Therefore,the location of fresh enterprise stores under the new retail background needs to be properly and reasonably planned and selected,and fresh food under the new retail background.Distribution services for agricultural products are issues that new retailers and consumers alike need to focus on.The new retail fresh enterprise pays attention to the actual cost and economic benefit,the consumer pays attention to the product quality and the distribution timeliness,and the new retail fresh enterprise has the distribution center function of the store layout location is an important pivot node of the whole fresh logistics distribution service.It plays an important role in the upstream and downstream supply chain of each fresh supply chain.The layout of enterprise store layout plays an extremely important role in building efficient and fast new retail fresh logistics distribution services.This paper summarizes the site selection of new retail fresh enterprise stores and related concept features,and sorts out the theoretical knowledge of fresh products,fresh e-commerce,fresh logistics and fresh distribution centers.According to the problem of the delivery time that the consumer side pays attention to in the fresh market,the offline store is combined with the warehouse distribution center,and the offline store is the experience.The online order is the mainstream,and the distribution scope is strictly controlled about three kilometers around the store.Supported by high-efficiency logistics and distribution services,focusing on the analysis of the location of new retail fresh enterprise store layouts,which is also the function of the distribution center,combined with the current customers according to the complexity of urban logistics distribution services and the perishability of fresh agricultural products.To meet the new requirements for the response of fast delivery service of fresh agricultural products,the evaluation index system of fresh enterprise store location selection under the new retail mode was established,and the store location model based on entropy weight-TOPSIS method was established,and then the model was solved by MATLAB software.Based on the actual situation of H company,the weight analysis of the five first-level indicators and the eleven-level second-level indicators of the four candidate addresses is carried out.The analysis data shows that the index weight of the commercial complex is the highest,and the four candidate addresses are proved.The development of the commercial complex is relatively uneven,indicating that theindicator has become a key indicator for the location of the company’s fresh food stores.The location traffic dimension has the lowest weight,which proves that the traffic situation between the four candidate addresses is relatively balanced and does not open a significant gap.From a realistic point of view,since the new retail fresh enterprise is a business model supplemented by online and offline,it must pay attention to the customer experience of the consumer side to promote the promotion of online sales,and the popularity and attractiveness of the commercial complex.It has great influence on consumers.The calculation results of the last example also demonstrate the above conclusions,which further validates the feasibility and practical value of this study.