即时零售企业比较分析——以京东到家和盒马鲜生为例

Comparative Analysis of Instant Retail Companies--Taking Jingdong Home Delivery and Hema Xiansheng as Examples

近年来,为了满足用户的“到家需求”,零售行业龙头企业借助互联网发展对传统零售模式进行不断创新,即时零售应运而生。本文从即时零售平台模式和自营模式的代表企业京东到家与盒马鲜生出发,对自建物流及冷链物流进行共同点分析,对营销模式、目标群体、物流建设及盈利模式进行不同点分析,并提出即时零售行业应精准和深耕用户端诉求、研发与深化大数据运营、优化和完善供应链管理、实现差异化发展及促进绿色低碳发展等建议,以供参考。

In recent years,to satisfy users’“demands for home delivery”,leading enterprises in the retail industry constantly innovated the traditional retail models with the help of the development of the Internet,and instant retail came into being.Starting from the representative enterprises’instant retail platform models and self-operated models,taking Jingdong home delivery and Hema Xiansheng,this paper analyses the common points of self-constructed logistics and cold chain logistics,and the differences of marketing models,targeted groups,logistics construction,and profit models,and proposes that the instant retail industry should accurately and deeply cultivate the users’demands,research,develop and deepen the operation of big data,optimize and improve the supply chain management,realize the differentiated development and promote the green and low-carbon development,and so on,for reference.