The Realistic Dilemma and Coping Strategy of Fresh Electricity Suppliers in China under the Background of New Retail

新零售背景下生鲜电商以其数字化、线下线上相融合和以消费者为中心的特征越来越受到消费者和商家的青睐。但是，目前生鲜电商面临着生鲜产品的质量难以保证，经营成本过高，消费者信任度较低，物流配送建设相对滞后，线上线下融合不足等方面问题。对此，生鲜电商应当提升生鲜产品质量，降低运营成本，优化物流配送建设，促进线上线下融合，从而推动新零售背景下生鲜电商可持续发展。Under the background of new retail, fresh electricity suppliers are more and more favored by consumers and merchants for their digital, offline and online integration and consumer-centered characteristics. However, at present, fresh electricity suppliers are facing problems such as the quality of fresh products being difficult to guarantee, the operating cost being too high, the consumer trust being low, the logistics distribution construction being relatively lagging, and the integration of online and offline is insufficient. In this regard, fresh electricity suppliers should improve the quality of fresh products, reduce operating costs, optimize logistics distribution construction, and promote online and offline integration, so as to promote the sustainable development of fresh electricity suppliers under the background of new retail.