Research On The Value Creation Of The "Farmer-Supermarket Direct Purchase" In The Context Of New Retailing

China is a large agricultural country.However,due to geographical and economic constraints,the difficulties in marketing and distribution of agricultural products have been an important factor in the development of rural areas.In order to reduce the middleman link,the cost of products and ensure the quality of products at the same time,the government began to promote the implementation of "Farmer-supermarket Direct Purchase".Under this kind of distribution,farmers sell their agricultural products directly to supermarkets,which can more effectively achieve a win-win situation for both supermarkets and farmers.However,with the huge changes brought about by the Internet economy and information technology,the mechanism and mode of action of traditional production factors have changed,and the relationship between agriculture production and marketing has also changed,so the traditional value creation path of the agricultural industry chain has encountered a bottleneck.How to realize the value creation of "Farmer-supermarket Direct Purchase" in the context of new retailing has far-reaching significance for traditional retail enterprises.Firstly,based on the research results and basic theories on "Farmer-supermarket Direct Purchase",agricultural industry chain,value chain and ecosphere at home and abroad,this paper analyzes the value creation mechanism of "Farmer-supermarket Direct Purchase" in the context of new retailing.The value creation mechanism is analyzed in the context of new retailing by taking the ecosphere structure of "Farmer-supermarket Direct Purchase" as the basis,and the synergistic effects are generated in the ecosphere structure during the analysis.Next,based on the theoretical analysis of the value creation mechanism,we analyze the synergistic effect of the ecosystem formed by Yonghui Supermarket in the context of new retailing and the value creation path of "Farmer-supermarket Direct Purchase".Finally,the value creation path of Yonghui Supermarket and its comprehensive consequences are analyzed,and corresponding suggestions for optimization are proposed.This paper enriches the theoretical research and case studies related to the " Farmer-supermarket Direct Purchase" and ecosphere,which is of reference for Yonghui Supermarket and similar enterprises.Through theoretical analysis and case study analysis,it can be found that the information transformation of retail enterprises in the context of new retailing is conducive to the creation of more value through "Farmer-supermarket Direct Purchase".In the context of new retailing,the development of information technology enables all subjects in the industrial chain to share information and benefits,thus forming an industrial "ecosphere",which generates synergistic effects and more effectively realizes value creation consequences such as cost reduction and income increase.To achieve the ecosystem synergy effect,Yonghui Supermarket mainly realizes value creation through logistics sharing to reduce transportation costs and product loss rate,big data of consumer information to promote sales,traceability of product quality to ensure food safety,and introduction of high-quality technical talents to increase per capita income generation.Through the analysis of the value creation consequences of "Farmer-supermarket Direct Purchase" of Yonghui Supermarket by EVA and DEA,we can find that although Yonghui Supermarket still has shortcomings such as insufficient investment in innovation and R&D,the implementation of "Farmer-supermarket Direct Purchase" by Yonghui Supermarket in the context of new retailing has better created value for The value created for the enterprise is better.