Differentiated Competitive Strategy in The Ready-To-Cook Food Market: A Case Study from Freshippo
DOI:
https://doi.org/10.54097/hbem.v20i.12655Keywords:
Freshippo; Ready-to-cook food; Differentiation strategy.Abstract
In recent years, China’s popularity of ready-to-cook food has been climbing, more and more capital is entering the prepared food track, and the industry is entering a stage of rapid development. The corporation must use differentiated competitive strategies and enhance its core competitive advantages to survive in the more intense competitive environment. Freshippo entered the C-end ready-to-cook food market in 2017 as the first new retail fresh food corporation. Supported by Internet technology, Freshippo shows us how to create differentiated competitive advantages. Around the four dimensions of delicious, fresh, novel, and new scenes, Freshippo explores consumer demand deeply and builds product differentiation positioning, digital supply chain, customer experience reshaping, and competitive strategy. Freshippo is a good example of how to improve the ready-to-cook food competition in the future. Therefore, this paper uses Freshippo to analyze how corporations create differentiated competitive advantages on the C-end ready-to-cook food track under the new retail model.
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