Strategic Development of Fresh E-Commerce With Respect to New Retail

Abstract

Fresh e-commerce is a form of recently developed e-commerce that is coveted by many businesses. With the help of new retailing, fresh e-commerce has opened a new chapter in online marketing of online to offline models all around the world. However, with complications of competitors, business restructuring, drawbacks in technologies, and shortage of expertise, fresh ecommerce businesses are now in a period of critical innovation. Their own broadening advantages that are influencing the market are considered for ecommerce businesses. Due to this some of the biggest e-commerce giants in the world are competing to revolutionize the way people receive everyday items, specifically grocery products. This paper uses Amazon Fresh and Fresh Hema in the United States and China as two cases to explore the differences between countries, and to analyze the bottleneck of development in fresh e-commerce. Then, certain operation improvement to fresh ecommerce businesses have been suggested to improve the efficiency overall of the fresh e-commerce operation.