9卷 第8期
Bachelor of Business, University of Technology Sydney, Sydney, NSW 2007, Australia
纸质出版：2025-08-30
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Jiayu Xu. (2025). The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo. 发展经济学, 9(8), 65-71.
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.
Jiayu Xu. (2025). The Development Prospects of Retail Enterprises' Global Expansion in the Context of Globalization: A Case Study of Freshippo. 发展经济学, 9(8), 65-71. DOI： 10.47297/wspdecWSP2515-797311.20250908.
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.
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.
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