Analysis And Optimization Strategy Research On Freshippo Business Model In The New Retail Context

With the rapid development of new retail concepts and new technologies in China,the demand for consumer experience is increasing,and favorable policies such as "big data" and "Internet plus" have been introduced,making the trading channels of China’s fresh food market show a trend of gradually turning to online development.In this context,Freshippo,as a pioneer in China’s new retail industry,utilizes technologies such as big data,mobile connectivity,intelligent Internet of Things,automation,and advanced equipment to achieve optimal matching among people,goods,and the market.Fierce market competition between Freshippo and its competitors in the realm of fresh e-commerce retail has been sparked by the firm’s new retail business model,which focuses mainly on middle to high-end income consumers.However,the label doors and product quality issues that have attracted widespread attention in recent years have exposed the shortcomings of Hema’s current business model.On the one hand,there is pressure from industry competitors,and on the other hand,Freshippo has exposed its own shortcomings in the context of the constantly changing economic environment.The current achievements cannot support future development.Exploring Freshippo Food’s business model,this article provides theoretical contributions to the firm’s stability and sustainability in the face of the new retail trend.Additionally,it serves as a reference for other fresh food retailers in the industry.Firstly,this article combs the relevant theories of new retail and business models,and studies the Freshippo Business Model from nine aspects,including important partners,key businesses,core resources,value propositions,customer relationships,channel access,customer segmentation,cost structure,and revenue sources,through a business canvas of nine palaces.Through comparative analysis with major competitors such as Super Species,7 FRESH,and Meituan Buying Vegetables Conduct environmental analysis from three aspects: society and technology.Analyze the current situation of Freshippo Business Model.Secondly,in order to further understand the problems existing in the Freshippo Business Model,the questionnaire method was used to distribute a Freshippo Business Model Cognition Questionnaire to Freshippo Consumers.The questionnaire was used to understand consumers’ perceptions of the Freshippo Business Model from three dimensions: brand awareness,product and service consumption experience,and offline and online consumption experience.At the same time,10 employees with different working years and job division were interviewed to further explore the problems existing in Freshippo’s business model in terms of customer groups,sales channels,customer relationships,and core resources.Through questionnaire and interview analysis,it is shown that the Freshippo Business Model has problems such as limited user groups,single payment mode,and frequent product problems.Finally,it is of practical significance to propose optimization path methods from consumption experience,resource integration,channel layout,and other aspects,and provide reference for other similar business models through new perspectives and methods.