KUAISHOU X JD SUPERMARKET’S NEW APPROACH TO “SUPPORTING AGRICULTURE”: INFLUENCER TRACEABILITY, COLD CHAIN DIRECT DELIVERY, AND IN-DEPTH INDUSTRY ENGAGEMENT
In today’s world where “everything can be e-commerce,” fresh produce e-commerce stands out as a love-hate “paradox.” Fresh produce, as a daily necessity for three meals a day, inherently has the advantages of being a rigid demand, high frequency, and high repeat purchase. The market is also continuously growing, with NetEase’s data showing that the market size of fresh produce e-commerce in 2022 grew by 20.25% year-on-year to 560.14 billion yuan, indicating numerous opportunities in a large market. However, successfully operating a fresh produce e-commerce business is not easy. Giants occasionally face layoffs, shutdowns, and crises. With the rise of live-streaming e-commerce, fresh fruits and seafood have become major focus areas for influencers. The core issue is that fresh produce is a “fresh” business requiring freshness at every supply chain stage. Due to immature quality control at the front end and transportation issues at the back end, product damage occurs, leading to consumer skepticism towards fresh produce e-commerce. Recently, “Deep...
