Transformation and Upgrading of Fresh Brand Retail Mode under the Background of Consumption Upgrading -Taking Freshippo as an Example
Abstract
In recent years, China's retail market has developed vigorously, and technological progress superimposes demand changes, driving the innovation of new retail(NR) business models. Starting from the problems in the traditional retail industry, this paper analyzes the success of Freshippo in the context of consumption upgrading and uses the case analysis method to study, indicating that the three elements of "people, field and things", the change and upgrading of marketing channels and service processes are the key factors to promote the successful breakthrough of Freshippo. At the same time, the successful breakthrough of Freshippo provides experience for the transformation and upgrading of traditional retail enterprises. It offers new ideas to solve the dilemma of the traditional retail industry, enhance consumers' consumption expectations, and improve the supply reality of enterprises. This, in turn, promotes the development of the NR industry.
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