ABSTRACT

Compared with the traditional fresh product retail model, the fresh food e-commerce model breaks the barriers of product production, sales and distribution, and realizes the integrated development of linkage. However, due to the many intermediate links in procurement, high cold chain logistics costs, and poor inventory management efficiency, the operating efficiency of China's fresh food e-commerce has always been at a low level. In the context of the internet, this article constructs three new business models for fresh food e-commerce, including pre-sales models, vertical logistics models, and value proposition models. Authority support policies should be strengthened and expenditure in agricultural research should be increased. At the very same time, the rate of domestic online sales is steadily growing, primarily due to the continued rise of online web users. A good client base for fresh food suppliers has been laid by fast broadband penetration rates. It also proposes the implementation path of the new business model to reduce the transportation costs of enterprises as much as possible, expand the online market share of fresh products, and enhance the competitive advantage of fresh food e-commerce.