The Circulation Order and Governance Reform of Agricultural Products under New Retail Regime:A case study on the platform of Freshippo(Hema Xiansheng)
"New retail"is a breakthrough in the iterative transformation of China's circulation industry,that has profound impacts on the circulation and supply chain of agricultural products.This study takes Freshippo's con-solidation and governance of the circulation and supply chain of agricultural products as an entry point,so as to analyze the logic of the new retail platform in the construction of a new circulation order as well as its impacts on the circulation system of agricultural products The study revealed that during the evolution processes of cir-culation system of agricultural products in China the new retail platform has gradually become the dominant or-ganizational form and control system.It has constructed a new retail platform-led circulation order of agricultur-al products through the"de-intermediation"of procurement chain,and through tridimensional logistics supply and accelerated contract fulfillment.It has reformed and governed the circulation and supply of agricultural products through standardized transformation,panoramic administration,coopting of suppliers,and reshaping of value chain.It has overturned the circulation and supply of agricultural products in terms of the modes,chan-nels,organizations and technologies of circulation,that has further incubated a new revolution in China's circu-lation industry of agricultural products.
new retailFreshippo(Hema Xiansheng)circulation of agricultural productscirculation ordercircu-lation revolution
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