盒马村：新零售驱动的特色生鲜农产品供应链合作探索
案例编号：
CN_2025XLS_7720
被浏览次数：
86
案例名称：
盒马村：新零售驱动的特色生鲜农产品供应链合作探索
译名：
Exploring Characteristic Fresh Agricultural Product Supply Chain Cooperation Driven by New Retail
案例作者：
王强、路荟冉、刘玉奇、张欣宇
作者单位：
中国人民大学商学院、北京物资学院经济学院、盒马网络科技有限公司
译者：
-
案例企业：
盒马网络科技有限公司
行业：
贸易/商业、其他
学科领域：
新零售、数字化转型、供应链管理、其他
规模：
大型
案例语种：
中文
案例类型：
决策型
中文关键词：
供应链合作、数字化、生鲜农产品、新零售、盒马村
英文关键词：
Supply Chain Collaboration, Digitalization, Fresh Agricultural Products, New Retail, Hema Village
中文摘要：
生鲜农产品好看不好做，一直是电商领域的难点。本案例讲述了盒马（中国）有限公司通过盒马村项目，以新零售为引领，探索特色生鲜农产品供应链数字化合作的故事。为了打破传统农产品采销的困局，盒马向供应链的上游走，从筛选村庄、诊断问题，到对症下药，与盒马村共创数字化改造。数字化赋能供应链合作，优化采销环节、提高购销计划性和稳定性、改善物流运输效率和品质、提振品牌重塑消费心智等。同时，推动农业生产端的变革，实现种养殖的标准化、加工过程的精细化、搭建全流程数字化质量管理的闭环。目前已建成185个盒马村，但农业农村情况复杂，盒马的探索仍在路上。
英文摘要：
Fresh agricultural products have always been visually appealing but challenging to handle, remaining a difficulty in the e-commerce sector. This case narrates the story of Hema (China) Co., Ltd., through its Hema Village project, leading with new retail concepts, as it explores the digitalization of collaboration within the supply chain of characteristic fresh agricultural products. In order to break through the traditional challenges of agricultural product procurement and sales, Hema moves upstream in the supply chain, from selecting villages and diagnosing problems to targeted solutions. Collaborating with Hema Village to achieve digital transformation, it optimizes procurement through digital collaboration, enhances the planning and stability of procurement, improves the efficiency and quality of logistics transportation, and reshapes consumer mindsets to boost brand reconstruction. Simultaneously, it drives transformation in agricultural production, achieving standardization in farming and breeding, refining processing, and establishing a closed-loop of digital quality management throughout the entire process. Currently, 185 Hema Villages have been established, yet given the complexity of agriculture and rural conditions, Hema's exploration continues.
适用对象：
本科|MBA|EMBA|高管培训
编写方式：
采编
开发时间：
2024
入库时间：
2025
索要案例使用说明：
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