2O2电商前置仓模式的研究.pdf

内容摘要 “新零售”时代下，随着移动互联网、移动终端设备的更新迭代， 外加智慧物流、智能 AI 大数据算法的支撑，不仅拓宽了消费者的消费场 景界限，还培养了消费者新型的购物习惯，使其购物需求更加多样化和 个性化。面对生鲜电商这片渗透率不足 20%的蓝海市场，各大互联网巨 头纷纷出手，一场围绕消费者需求为中心，致力为用户提供至上服务的 激烈大战开启，众多生鲜 O2O 商家纷纷探索出独具特色的生鲜布局新模 式。其中，成绩最为耀眼的莫过于 “前置仓”模式的代表——每日优鲜。 本文以新零售作为时代背景，以每日优鲜为例，研究前置仓模式是如何 帮助其成为生鲜 O2O 行业独角兽，从而肯定企业选择前置仓模式的合理 性，然后再从前置仓模式的缺点进行分析，最后提出发展建议，以更好 地优化该模式，帮助企业更好发展。 关键词：新零售；前置仓；生鲜 O2O 电商；每日优鲜 Abstract In the "new retail" era, with the update and iteration of mobile Internet and mobile terminal equipment, coupled with the support of smart logistics and intelligent AI big data algorithms, not only has it broadened the boundaries of consumers' consumption scenarios, it has also cultivated new shopping habits for consumers. To make their shopping needs more diverse and personalized. Facing the blue ocean market where the penetration rate of fresh e-commerce is less than 20%, major Internet giants have launched a fierce battle focusing on consumer demand and focusing on providing supreme service to users. Many fresh O2O merchants have Explore a new model of unique fresh layout. Among them, the most dazzling performance is the representative of the "front position" mode-excellent daily fresh. This article takes new retail as the background of the times, and uses daily freshness as an example to study how the front warehouse model helps it become a unicorn in the fresh O2O industry, so as to affirm the rationality of the company's choice of the front warehouse model, and then once again The shortcomings of the stock purchase model are analyzed, and finally development suggestions are proposed to better optimize the model and help enterprises develop better. Key words ：New retail ；front warehouse