Analysis of the Supply Chain Resilience of Freshippo

In the context where new retail is reshaping the fresh food supply chain landscape and supply chain resilience has become the core capability for the sustainable development of enterprises in the post-pandemic era, Freshippo, as a benchmark enterprise combining fresh food and digitalization, has a leading value in its supply chain model. This paper, based on literature review and case study, aims to analyze Freshippo's supply chain resilience mechanism and propose optimization strategies, providing references for related enterprises to enhance resilience and promote the high-quality development of the industry. The research shows that Freshippo has achieved an innovative model through "30-minute same-day delivery" and "store-cum-warehouse integration" modes. It builds resilience capabilities based on distributed warehouses and multi-supplier backup, and its effectiveness has been verified during the pandemic. However, it faces challenges such as high internal store-cum-warehouse costs, insufficient quality control, external extreme climate and geopolitical risks, as well as data security vulnerabilities brought about by digitalization. In the future, fresh food enterprises can draw on the experience of Freshippo to deepen the integration of digital and intelligence, optimize costs and quality control, and at the same time strengthen risk warning and data security, to enhance the resilience of the supply chain and adapt to the long-term development of new retail.