Exploration of fresh product supply chain mode under the background of "new retail"

With the rapid development of e-commerce and Internet technology, traditional enterprise retail and conservative e-commerce are facing severe challenges. The retail industry is gradually entering a new era of retail. After the concept of "new retail" was put forward, with the fundamental changes of the market, it has realized diversification at an amazing speed in the world, and will certainly surpass people’s expectations and have a bright future. Agriculture is closely related to people’s life. In many agricultural products, fresh products are regarded as the barometer of "people’s quality of life". In people’s daily food consumption, occupies a certain proportion, and people pay more and more attention to the quality and price of fresh products, and the effective supply chain mode determines the quality and price of fresh products. Based on the background of "new retail", the research of fresh product supply chain mode has positive significance to improve China’s economic level and market environment. This paper will be based on the new retail environment, taking fresh products as the research object. Through the study of product supply, cold chain logistics, warehousing and distribution, retail trade and other links, the relationship between each link is analyzed. On this basis, full exploration and analysis are carried out, hoping to put forward optimization suggestions and improvement schemes for the fresh product supply chain mode of new retail enterprises.