New Retail Research of Korean Fresh Products in the Post-COVID Era- - Take Coupang Rocket Delivery as an Example

Abstract

Premised on the growth of e-commerce industry and increased consumer income leve ls in South Korea, the consumer preferences has a significant change.This transformation is marked by a transition from mere price preferences to a focus on product quality. Consumers are no longer content with merely seeking affordability; instead, they now demand superior product quality and efficient logistics. Leveraging a robust infrastructure and a well-developed logistics network, South Korea has pioneered a novel retail model that blends online and offline elements, prominently exemplified by the Coupang Rocket Delivery system. With individuals seeking isolation and risk reduction during the COVID-19 pandemic , the model of Rocket Delivery has fostered exceptional growth. In this new paradigm, Coupang emerges as the quintessential representative of South Korea's network-driven retail enterprises, adapting swiftly to the evolving circumstances. The post-pandemic scenario forecasts even deeper convergence of online and offline operations for e-commerce enterprises. To navigate the challenges of this new retail era, an adept utilization of modern logistics, artificial intelligence, and other advanced technologies is imperative.