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Starting in April of 2019, China's domestic fruit prices have generally increased significantly, which has imposed a certain burden on consumers. In recent years, the development of various e-commerce platforms has brought fresh vitality to the Chinese economy, especially the fresh food industry. Although these fresh food ecommerce platforms provide consumers with certain convenience, they just integrate resources on the spot and cannot fundamentally change the imbalance of the supply and demand structure of the fruit market. To address this issue, we have created a platform that can directly connect fruit growers and retailers via investigating the main stakeholders of the fruit fresh industry chain, using big data, cloud computing, intelligent monitoring and modern cold chain technology. Therefore, market information will be transferred smoothly and fruit prices will be stable . Furthermore, in response to the country's "poverty alleviation call", our platform helps peasantry increase their income by providing fruit price predictions and planting guidance to them. With this platform, production and marketing can be effectively connected, the upstream value chain of fresh fruit industry can be also optimized, so that fruit producers and consumers can better enjoy the opportunities brought by the e-commerce economic era.

HOW TO FORM THE CONNECTION MECHANISM BETWEEN FRUIT FARMERS AND FRUIT RETAILERS: DESIGN OF AN E-COMMERCE PLATFORM TO OPTIMIZE UPSTREAM VALUE CHAIN.