Advantages of the New Retail Model in Fresh E-Commerce Supply Chain Management: a Case Study of Hema

In recent years, the demand for fresh food in China has soared. With the internet technology, the new retail model has been widely used in the fresh sale, which has significant advantages in the current era, but there are also some deficiencies. This paper mainly studies the supply chain management of a new retail company under Alibaba Group, whose main business is to sell fresh products and provide instant catering, named Hemaxiansheng (HEMA). Firstly, this paper obtains the relevant data such as sales and the number of stores, then discusses the advantages and existing problems of HEMA's supply chain management according to these data and put forward relevant solutions. This research will help improve HEMA's supply chain management and has excellent reference significance for the development of other fresh e-commerce and retailers.