Innovative Model Effectiveness Research of “New Retail” - Taking Freshippo as an Example

Yihong Cai ()
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Yihong Cai: Shanghai Lixin University of Accounting and Finance, Accounting College

A chapter in Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025), 2025, pp 450-462 from Springer

Abstract: Abstract This paper examines Freshippo as a case study to explore its innovative model and outcomes within the context of “New Retail.” Through a literature review on retail business model innovation, we identify technological advancements, shifts in consumer preferences, and supply chain optimization as key drivers of New Retail development. As a flagship New Retail enterprise under Alibaba, Freshippo leverages advanced technology to achieve deep integration of online and offline operations. By adopting multi-format collaborations and redefining the functions of offline stores, Freshippo has established a distinctive and innovative business model. This study conducts an in-depth analysis of Freshippo’s innovative model, including its business strategy, operational management, and marketing approach, and employs a SWOT framework to comprehensively reveal its competitive strengths and weaknesses in the market. Furthermore, it proposes strategic recommendations to address future challenges. The research highlights Freshippo’s ability to adapt to the evolving retail landscape and its potential to shape the future of New Retail.

Keywords: New Retail; Fresh retail; Digital technology; Freshippo (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-811-0_48

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DOI: 10.2991/978-94-6463-811-0_48

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