“新零售”时代连锁超市发展生鲜宅配的策略——基于供应链逆向整合视角

"新零售"时代的来临加速了整个零售行业的转型升级。作为实体零售代表的连锁超市,部分凭借采购网络发达和满足产品体验的优势涉足生鲜宅配市场,试图通过全渠道布局实现创新转型。然而由于上线产品服务竞争同质化严重、缺乏线上平台运营经验以及冷链物流体系不完善等原因,这些尝试鲜有成功。以零售商主导的供应链逆向整合,具有产品定位精准和专业机能融合两大关键优势,基于此视角构建由消费者、连锁超市、模块供应商形成的连锁超市生鲜宅配供应链的逆向整合概念框架,描述连锁超市自有生鲜宅配品牌创建与虚拟"自供应"机制实现的整合路径,并结合相关实例探讨大数据、对赌协议及关系承诺等理论方法,在实施客户数据资源整合与模块供应商整合中的应用,为连锁超市以及相关传统零售企业应对新一次业态变革探索发展策略。

The advent of ＂New Retail＂ era accelerated the transformation and upgrading of the entire retail industry. As a representa- tive of physical retail, a part of the chain supermarkets set food in market of fresh agricultural products home-delivery with developed purchasing network and meeting consumer experience for products, and try to achieve innovative transformation by the full channel layout. However, due to serious competition homogenization of online products and services, the lack of expe- rience in online platform operation and the weakness of the cold chain logistics system, there are few chain supermarkets tak- ing up fresh agricultural products home--delivery successfully. The reverse supply chain integration dominated by retailers has two key advantages： product positioning accuracy and professional function integration. Therefore, it constructs the conceptual framework of reverse integration based on this perspective for fresh agricultural products home-delivery supply chain formed by consumers, chain supermarkets, and module suppliers, and describes the integration path which chain supermarkets create private brand of fresh agricultural products home-delivery and realize virtual ＂self-provisioned＂ mechanism. Then combining some examples, it discusses the application of the theories and methods involved in big data, gambling agreement and rela- tionship commitment in the implementation of customer data integration and module suppliers integration as to explore a de- velopment strategy for chain supermarket and traditional retail enterprises to deal with the new format change.