How does Freshippo subvert the traditional fresh food industry?
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초록
This case study aims to analyze the development story of Freshippo, also named as Hema Fresh. It is an outstanding Chinese retail company owned by Alibaba and best known for its innovative new retail model driven by big data and advanced technology. The report is presented in four parts. Firstly, a detailed brand analysis of this newborn retail platform is conducted through market segmentation, positioning, and marketing strategies to present a clear band image of Freshippo. Then, the development timeline and three turning points during Freshippo’s expansion are highlighted. This part mainly focuses on how Freshippo designs and updates its business model to adapt to different market conditions. The third part looks into the success factors behind Freshippo’s achievement, including how it revolutes traditional retail models and maintains smooth development during the crisis. And based on the analysis of Freshippo’s current position, four challenges are put forward from internal and external aspects, followed by the recommended solutions. Finally, the valuable lessons of Freshippo’s success will be covered as the conclusion.
Abstract
This case study aims to analyze the development story of Freshippo, also named as Hema Fresh. It is an outstanding Chinese retail company owned by Alibaba and best known for its innovative new retail model driven by big data and advanced technology. The report is presented in four parts. Firstly, a detailed brand analysis of this newborn retail platform is conducted through market segmentation, positioning, and marketing strategies to present a clear band image of Freshippo. Then, the development timeline and three turning points during Freshippo’s expansion are highlighted. This part mainly focuses on how Freshippo designs and updates its business model to adapt to different market conditions. The third part looks into the success factors behind Freshippo’s achievement, including how it revolutes traditional retail models and maintains smooth development during the crisis. And based on the analysis of Freshippo’s current position, four challenges are put forward from internal and external aspects, followed by the recommended solutions. Finally, the valuable lessons of Freshippo’s success will be covered as the conclusion.
참고문헌 (14)
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- "Why is the “area-effectiveness” of Freshippo so large" (2019)[URL]
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- "Hou Yi: Freshippo and Hema Mini will open 100 stores respectively, Hema Stations withdraw from the market" (2020)[URL]
- "Is it a waste or a common practice in the industry to destroy temporary food" (2019)[URL]
- "Comprehensive anatomy of Freshippo's business model and operation" (2018)[URL]
- Xu, X, "The development route of new retail", Chinese Business and Market, 31(5), pp.12~20 (2017)
- "What's unique about Hema's logistics" (2018)[URL]
- "In-depth study of Hema supply chain: logistics capabilities are the cornerstone of Hema" (2018)[URL]
- "Freshippo’s business mystery three: enabling the front-end supply chain" (2018)[URL]