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The fresh market has a very large market capacity, while the penetration rate of fresh e-commerce is relatively small, so there is a lot of room for development. Although there are many kinds of business models existing in the market, but the truly profitable e-commerce platforms are few. The comprehensive analysis of the advantages and disadvantages of specific business models is of great significance to the improvement of the development of fresh e-commerce. This paper takes the Cofco’s Wo mai Net as an example to explore the mode of food suppliers of fresh e-commerce contractor in the food supply chain, storage system, the food hygiene and safety, and the disadvantages of capital, market positioning and logistics system. Based on the advantages and disadvantages of the food supplier model of fresh e-commerce, some feasible suggestions are put forward, so that the food supplier model can develop rapidly.

Research on the Food Supplier Mode of Raw and Fresh E-commerce—Based on the Case Study of Cofco’s Wo Mai Net