生鲜物流发展现状、问题及对策——以盒马鲜生为例

Development Status, Problems and Countermeasures of Fresh Logistics—Taking Hema Fresh as an Example

新零售时代下,物流水平决定了生鲜电商的服务质量。本文首先通过国内外生鲜物流业务的对比,分析出国内物流行业的发展还存在一定的滞后性。其次将国内市场中生鲜物流发展较好的盒马鲜生作为研究对象,从内外双直采与店仓一体化、用户年龄与收入水平定位、产品种类与产品价格对比等方面将盒马鲜生与每日优鲜进行对比,分析盒马现阶段的物流状况,并针对其门店运营成本较高、冷链物流技术落后、商品消费群体固定、缺乏专业物流人才等问题提出适当的建议,希望对盒马鲜生未来生鲜物流的完善给予一定的帮助,并对其他生鲜电商平台的发展提供参考和借鉴。

In the new retail era, the logistics level determines the service quality of fresh e-commerce. In this paper, through the comparison of domestic and foreign fresh logistics business, it is analyzed that there is still a certain lag in the development of the domestic logistics industry. Secondly, Hema Fresh, which has a good development in fresh logistics in the domestic market, is taken as the research object. From the perspectives of internal and external direct purchasing and store integration, user age and income level positioning, product categories and product price comparison, Hema Fresh is compared with Missfresh. Hema’s current logistics situation is analyzed. And appropriate suggestions are proposed to address the high operating costs of its stores, outdated cold chain logistics technology, fixed consumer groups, and lack of professional logistics talents. It is hoped that this will provide some help to the development of Hema Fresh’s future fresh logistics, and provide reference for the development of other fresh e-commerce platforms.