摘要
随着人们消费水平的不断升级,生鲜农产品电商发展迅猛,但是相对于线下7万亿的生鲜市场规模,生鲜电商的线上渗透率仅为3%,生鲜电商被认为是电商细分行业的最后一片“蓝海”,市场潜力巨大。2018年我国生鲜农产品电商市场增长速度相比前5年呈现逐渐趋缓的态势。标准化低、品质低、品牌弱、盈利低、冷链物流不健全、营商环境不佳等因素成为阻碍生鲜电商发展的重要症结。随着国家各项重大政策利好,未来生鲜市场的线上渗透率或将会逐步提升,竞争也将不断升级,生鲜电商之战仍是“持久战”,而“菜篮子”之争仅是开场。针对生鲜电商发展现状,基于“人、货、场”视角,提出新零售背景下生鲜农产品电商的转型发展路径,以期为生鲜农产品电商提高核心竞争力寻找突破口。
With the continuous upgrading of people’s consumption level,fresh agricultural products e-commerce develops rapidly.However,compared with the offline fresh market size of 7 trillion yuan,the online penetration rate of fresh agricultural products is only 3%.Fresh agricultural products e-commerce is regarded as the last“blue ocean”of e-commerce segments,with huge market potential.Compared with the previous five years,the growth rate of e-commerce market of fresh agricultural products in China in 2018 is gradually slowing down.Factors such as low standardization,low quality,weak brand,low profit,imperfect cold chain logistics and poor business environment have become important sticking points hindering the development of fresh e-commerce.With the benefit of various major national policies,the online penetration rate of fresh food market may gradually increase in the future,and the competition will also be constantly upgraded.The fresh food e-commerce battle is still a“protracted battle”,and the“vegetable basket”battle is only the beginning.Based on the current development situation of fresh agricultural products e-commerce,this paper proposes the transformation and development path of fresh agricultural products e-commerce under the new retail background from the perspective of“people,goods and market”,in order to find a breakthrough for fresh agricultural products e-commerce to improve its core competitiveness.
作者
薛晓燕
XUE Xiao-yan(Beijing Vocational College of Agriculture,Beijing 100093)
出处
《安徽农业科学》
CAS
2020年第5期232-234,共3页
Journal of Anhui Agricultural Sciences
关键词
新零售
生鲜农产品电商
发展路径
The new retail
Fresh agricultural products e-commerce
Development path
作者简介
薛晓燕(1980-),女,山西晋中人,讲师,硕士,从事电子商务、网络营销研究。
