生鲜超市二级分销经营模式分析

Analysis on the Secondary Distribution Business Model of Fresh Supermarket

基于互联网思维的二级分销模式的兴起为传统生鲜超市的发展提供了一个新思路。以线下门店经营为主的夏商民兴超市为例,分析了在新零售模式下其作为传统生鲜超市的生存竞争环境,探讨了重资产的传统生鲜超市协调门店业务、线上电商业务以及二级分销业务的主要方式;探析了生鲜超市开展二级分销的消费者选择、传播路径、品类选择、佣金体系等内容,并在考虑效率和可持续性的基础上,构建了传统生鲜超市的互联网二级分销经营模式,总结了案例企业二级分销的发展路径及其可行的创新举措。最后,对未来生鲜超市开展互联网二级分销业务的发展趋势进行了展望。

The rise of secondary distribution mode based on Internet thinking provides a new idea for the development of traditional fresh supermarket. Taking Seashine Minxing supermarket as an example, which mainly operates offline stores, as a traditional fresh supermarket, its survival and competition environment under the new retail mode was analyzed, the main ways of coordinating store business, online e-commerce business and secondary distribution business of asset-heavy traditional fresh supermarket were discussed, consumer selection, communication path, category selection, commission system and other contents of secondary distribution in fresh supermarket were also analyzed, and based on considering efficiency and sustainability, the Internet secondary distribution business model of traditional fresh supermarket was constructed, and the development path and feasible innovation measures of the case enterprise secondary distribution were summarized. Finally, the future development trend of Internet secondary distribution in fresh supermarket was forecasted.