Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)

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Innovative Model Effectiveness Research of “New Retail” - Taking Freshippo as an Example

Authors
Yihong Cai1, *
1Accounting College, Shanghai Lixin University of Accounting and Finance, 201620, Shanghai, China
*Corresponding author. Email: 221420239@stu.lixin.edu.cn
Corresponding Author
Yihong Cai
Available Online 14 August 2025.
DOI
10.2991/978-94-6463-811-0_48How to use a DOI?
Keywords
New Retail; Fresh retail; Digital technology; Freshippo
Abstract

This paper examines Freshippo as a case study to explore its innovative model and outcomes within the context of “New Retail.” Through a literature review on retail business model innovation, we identify technological advancements, shifts in consumer preferences, and supply chain optimization as key drivers of New Retail development. As a flagship New Retail enterprise under Alibaba, Freshippo leverages advanced technology to achieve deep integration of online and offline operations. By adopting multi-format collaborations and redefining the functions of offline stores, Freshippo has established a distinctive and innovative business model. This study conducts an in-depth analysis of Freshippo’s innovative model, including its business strategy, operational management, and marketing approach, and employs a SWOT framework to comprehensively reveal its competitive strengths and weaknesses in the market. Furthermore, it proposes strategic recommendations to address future challenges. The research highlights Freshippo’s ability to adapt to the evolving retail landscape and its potential to shape the future of New Retail.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
14 August 2025
ISBN
978-94-6463-811-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-811-0_48How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yihong Cai
PY  - 2025
DA  - 2025/08/14
TI  - Innovative Model Effectiveness Research of “New Retail” - Taking Freshippo as an Example
BT  - Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
PB  - Atlantis Press
SP  - 450
EP  - 462
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-811-0_48
DO  - 10.2991/978-94-6463-811-0_48
ID  - Cai2025
ER  -