중국 신선식품 신소매(新零售) 연구

Abstract

Since Ma Yun put forward the concept of ‘new retail’ in 2016, emphasizing that retail companies are about to usher in the era of online and offline logistics integration, e-commerce and physical retailing are moving from the struggle of contradiction and unity to interdependence. Major capitals are actively exploring and deploying new retail. In this new retail trend, fresh categories with high repurchasing rates, strong user stickiness, and mostly instant demand characteristics have become one of the strategic categories in which new retailers attract consumers and build their own barriers. With the rapid development of e-commerce of fresh food, e-commerce companies entering the fresh food market are rapidly increasing. Fresh food is daily essential articles of diet, including fruits and vegetables, marine products, meat, and dried products. The demand for fresh food is huge given the size of China's population. Therefore, in the past two years, a series of online and offline mergers have emerged to explore new retail fresh supermarkets. They are mainly e-commerce giants, and there are also traditional retail giants, such as Alibaba's Hema  Fresh, Jingdong's 7FRESH, ect. these are all new species born under this background. The impact of the new retail environment on the development of fresh supermarket, the present situation of the development of fresh supermarket and the development process of the successful development by comparing and analyzing the cases of representative fresh food e-commerce companies and their main operating models. In particular, from the beginning of 2020, the COVID-19 has been affecting all over China, and the Untact Business has been rapidly developing. Along with this, e-commerce of fresh food has also developed and new models have emerged. This study aims to analyze the characteristics and distribution models of the Chinese fresh food retail industry by investigating the basic status of the fresh food retail industry’s development and through this, to present changes in Korean companies' distribution system for China's fresh food market and the characteristics of new retail.