新零售下生鲜电商商业模式分析——以盒马鲜生为例

Analysis of Fresh Food E-Commerce Business Model under the Background of New Retail—Taking Freshippo as an Example

摘要: 新零售以新技术驱动零售业态和供应链重构，正在成为经济社会高质量发展的新引擎和新动力，给生鲜电商带来了新的商业模式。本文以盒马鲜生为研究对象，从价值主张、核心资源、客户关系、盈利模式四个方面对其商业模式进行分析，并对生鲜电商企业未来的发展路径提出建议：深耕供应链并建设自有品牌，打造差异化竞争优势；发展多元化产品业态，实现多元互补扩大覆盖面，更好满足顾客的痛点；构建新型信息共同体，面向消费端捕捉需求信息，与上游企业达成合作，实现互利共赢。

Abstract: New retail uses new technologies to drive the reconstruction of retail formats and supply chains. It is becoming a new engine and new driving force for high-quality economic and social development, and has brought new business models to fresh food e-commerce. This article takes Freshippo as the research object and analyzes its business model from four aspects: value proposition, core resources, customer relationships, and profit model. Furthermore, it proposes suggestions for the future development path of fresh food e-commerce enterprises: to deeply cultivate the supply chain and establish proprietary brands to create differentiated competitive advantages; to develop diversified product formats to achieve complementary diversification and expand coverage, thereby better meeting customer needs; and to build a new information community that captures demand information from the consumer end and cooperates with upstream enterprises to achieve mutual benefit and win-win results.