新零售背景下生鲜电商商业模式优化研究——以“盒马鲜生”为例

Research on Business Model Optimization of Fresh E-Commerce under the New Retail Background—Taking “Hema Fresh” as an Example

摘要: 随着信息技术的快速发展以及消费者需求的变化，传统零售业无法适应以消费者为核心的新市场形势。为了应对这一变革，2016年，“新零售”作为一种全新的零售模式应运而生。它以“线上 + 线下 + 物流”为核心特点，通过整合线上渠道、线下实体店和高效物流，创造了一种全新的零售模式。生鲜行业凭借其高复购率以及强用户黏性，成为了新零售企业追赶时代热潮的有利抓手。而“盒马鲜生”作为生鲜行业代表，率先打破了线上与线下的严格边界，在激烈的市场竞争中占据领先地位。本研究以“盒马鲜生”为研究对象，探析其在所选商业模式下能异军突起的原因，分析现有不足之处，结合其商业模式的特点和不足给出建议，以期望为生鲜电商行业的发展提供有益的参考与借鉴。

Abstract: With the rapid development of information technology and the change of consumer demand, the traditional retail industry cannot adapt to the new market situation with consumers as the core. In response to this change, in 2016, “new retail” came into being as a new retail model. With “online + offline + logistics” as its core feature, it creates a new retail model by integrating online channels, offline physical stores and efficient logistics. With its high re-purchase rate and strong user stickiness, the fresh industry has become a favorable starting point for new retail enterprises to catch up with the upsurge of The Times. As a representative of the fresh food industry, “Hema Fresh” takes the lead in breaking the strict boundary between online and offline, and occupies a leading position in the fierce market competition. This study takes “Hema Fresh” as the research object, analyzes the reasons why it can rise rapidly in the selected business model, analyzes the existing shortcomings, and gives suggestions based on the characteristics and shortcomings of its business model, hoping to provide useful reference for the development of fresh e-commerce industry.