Research on Chinese Fresh E-Commerce from the Perspective of Business Model

Abstract

Fresh e-commerce market is known as the last Blue Sea market in China, and FRESHHEMA is a representative enterprise of China's fresh e-commerce. While existing studies have mainly focused on its marketing strategy, the success factors of the business model of FRESHHEMA has been largely overlooked. Therefore, this study investigated the success factors in the business model of FRESHHEMA by qualitative analysis, literature analysis and field research. The results show that in the new business model, the new retail model has a different scene and a new structure. Furthermore, the value proposition is to bring consumers high-quality shopping experience. Moreover, the customer relationship is Semi Skilled, the cost structure is mainly rent, labor and logistics costs, income model is unique. This research sheds new light on the success factors of FRESHHEMA from the perspective of business model, which provides some reference for other fresh food e-commerce enterprises in China.