A Study on Differentiation Strategies Adopted by Hema Fresh Under the Impact of Community Group Buying

Xuchao Yang

2025

Abstract

In recent years, the emerging retail model-community group buying is rapidly rising, relying on the “pre-sale + self-pickup” low-cost mode of operation to expand the market, gradually posing a threat to traditional retail enterprises. This paper takes Hema Fresh, a representative of the new retail industry, as the research object, and discusses how it can maintain market competitiveness through a differentiation strategy under the impact of community group buying. This study combines case study and comparative research methods to compare the differences between Hema Fresh and community group buying in terms of business model, user positioning, and cost structure. It is found that Hema Fresh has built a unique supply chain through the business model of “fresh food + catering”, scenario-based layout of commodity services, global direct picking and order agriculture, as well as precise operation and membership grading system relying on big data, which has effectively improved user stickiness and brand value, and avoided the dilemma of price war. This paper provides feasible strategy suggestions for the adjustment of the business model of new retail enterprises in the new industry environment.

Paper Citation

in Harvard Style

Yang X. (2025). A Study on Differentiation Strategies Adopted by Hema Fresh Under the Impact of Community Group Buying. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 471-476. DOI: 10.5220/0013847400004719

in Bibtex Style

@conference{iceml25,
author={Xuchao Yang},
title={A Study on Differentiation Strategies Adopted by Hema Fresh Under the Impact of Community Group Buying},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={471-476},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013847400004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - A Study on Differentiation Strategies Adopted by Hema Fresh Under the Impact of Community Group Buying
SN - 978-989-758-775-7
AU - Yang X.
PY - 2025
SP - 471
EP - 476
DO - 10.5220/0013847400004719
PB - SciTePress