The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo

Jiayu Xu

doi:10.47297/wspdecWSP2515-797311.20250908

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The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo

Volume 9, Issue 8

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The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo
The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo
Bachelor of Business, University of Technology Sydney, Sydney, NSW 2007, Australia
Vol. 9, Issue 8, Pages: 65-71(2025)
Published：30 August 2025
DOI：10.47297/wspdecWSP2515-797311.20250908
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Xu Jiayu.The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo[J].Development Economics of China,2025,09(08):65-71.
DOI：

Xu Jiayu.The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo[J].Development Economics of China,2025,09(08):65-71. DOI： 10.47297/wspdecWSP2515-797311.20250908.

摘要

Abstract

This paper focuses on Freshippo's worldwide strategy

a new retail firm under Alibaba. Freshippo has gained a competitive advantage in the local market by implementing a digital-driven supply chain and an integrated online and offline approach. The article applies VRIO to assess its valuable

rare

inimitable

and organized. The article then examines Freshippo's product strategy

channel choices

and performance in other areas

revealing its flexibility and ability to penetrate swiftly. Meanwhile

the article contrasts Freshippo to Sam's Club under Walmart and Costco. For the UK market

this paper reveals the opportunities and challenges in the political

economic

social

and technological environments through PEST analysis. Based on the entry mode strategy

makes recommendations on organizational readiness

product suitability

country screening

industry market potential and final decision. Finally

research reveals that relying too heavily on discounts in sales and marketing may reduce Freshppo's profitability. Overall

the article believes that Freshippo's "new retail" model may serve as inspiration for the worldwide retail market. However

whether it can actually establish itself worldwide is still dependent on whether it can make breakthroughs in localization

brand awareness

and long-term profitability.

关键词

Keywords

references

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