新零售背景下的农产品流通秩序与治理变革——基于对“盒马鲜生”平台的考察

The Circulation Order and Governance Reform of Agricultural Products under New Retail Regime:A case study on the platform of Freshippo(Hema Xiansheng)

新零售是我国流通业迭代转型的突破口,它将对农产品流通供应链产生深刻影响。本研究以“盒马鲜生”平台对农产品流通供应链的整合与治理过程为切入点,分析新零售平台构建新型流通秩序的逻辑及其对农产品流通体系的影响。研究发现,在我国农产品流通体系的嬗变过程中,新零售平台逐渐成为占据主导地位的组织形式与控制方式,并通过去中介化的采购供应链、立体化的物流供应链、加速化的履约供应链等路径,构建起新零售平台主导的农产品流通秩序。新零售平台以标准化改造、全景式管理、吸纳流通供应商、重塑流通价值链等方式改造和治理农产品流通供应链,从流通模式、流通渠道、流通组织、流通技术等维度颠覆了农产品流通供应链的运作,孕育着中国农产品流通业新的革命。

“New retail”is a breakthrough in the iterative transformation of China's circulation industry,that has profound impacts on the circulation and supply chain of agricultural products.This study takes Freshippo's consolidation and governance of the circulation and supply chain of agricultural products as an entry point,so as to analyze the logic of the new retail platform in the construction of a new circulation order as well as its impacts on the circulation system of agricultural products.The study revealed that during the evolution processes of circulation system of agricultural products in China,the new retail platform has gradually become the dominant organizational form and control system.It has constructed a new retail platform-led circulation order of agricultural products through the“de-intermediation”of procurement chain,and through tridimensional logistics supply and accelerated contract fulfillment.It has reformed and governed the circulation and supply of agricultural products through standardized transformation,panoramic administration,coopting of suppliers,and reshaping of value chain.It has overturned the circulation and supply of agricultural products in terms of the modes,channels,organizations and technologies of circulation,that has further incubated a new revolution in China's circulation industry of agricultural products.