Research on Cold Chain Logistics Risk Control of Fresh E-commerce under New Retail

With the emergence of the new retail model, fresh e-commerce cold chain logistics has got a step development opportunity. How to ensure food safety from origin to table, and reduce the probability of fresh product safety accidents in the operation process of fresh e-commerce cold chain logistics is an urgent problem to be solved. This paper first determined the operation process of cold chain logistics of fresh e-commerce under the new retail, summarized the identification factors of internal and external risks of cold chain logistics, and took three main platforms of fresh e-commerce under the new retail as the research object, constructed fresh e-commerce cold chain logistics risk evaluation system including six dimensions of supply risk, circulation and processing risk, storage risk, transportation risk, distribution risk and external risk, and combined with AHP and PSO to conduct an empirical study. Finally, according to the analysis results, the corresponding conclusions and improvement suggestions are put forward, in order to reduce the decay rate of fresh agricultural products in the cold chain and improve the operation efficiency of the cold chain.