深圳市盒马鲜生配送模式研究

北京理工大学珠海学院2020届本科生毕业论文Study on the distribution mode of fresh HEMA in ShenzhenAbstractWith the rapid development of Internet,big data and cloud computing technology inChina since the 21st century,the competition in the e-commerce market has gradually enteredthe white hot stage,and it is under the background of the gradual saturation of online trafficthat new retail comes into being.When the Internet giants led by Alibaba,Tencent andJingdong began to shift to the layout of Online offline physical retail,the curtain of "newretail"competition began to slowly open;and Alibaba's HEMA Xiansheng is one of theproducts of this change.HEMA Xiansheng is a new retail format created by Alibaba throughthe comprehensive renewal of the old retail mode of the past entity supermarket.Therefore,itcan be said that HEMA is not only a shopping place,a restaurant,but also a commoditydistribution warehouse.However,the above description seems not appropriate.Consumerscan not only go to the physical store for on-site shopping,but also order online through theHEMA app.Fast and accurate distribution mode is one of the most praiseworthycharacteristics of HEMA:within 3 kilometers around the store,delivery can be guaranteedwithin 30-45 minutes,and the location of HEMA fresh stores is generally concentratedaround residential areas.After downloading the official box APP,customers can easilyexperience the shopping function of online 020.At present,payment is only supported bycash and Alipay in the 22 way of payment.Based on the understanding of the logistics operation and distribution mode of severalHEMA in Shenzhen,this paper discusses the shortcomings of HEMA in the logisticsdistribution through field investigation,sampling and reading the relevant literature.And Ihope that through the in-depth analysis and Research on the existing distribution mode casesof Shenzhen HEMA fresh store,I will put forward the optimization scheme of the logisticsdistribution mode of Shenzhen HEMA fresh store,so as to better realize the win-win situationof online operation and offline experience of the store and consumers;at the same time,it canprovide reference for the distribution optimization of the stores in all cities of China HEMAfresh See,play the practical role of this articleKey words:HEMA fresh;distribution mode;optimization;new retail;