This case mainly illustrates how Freshippo created an innovative business model to cross the online–offline boundary by means of big data and emerging technologies.
The reason why Freshippo could cross the boundary was that it combined technologies like mobile Internet, cloud computing, big data, and artificial intelligence to create a new business model based on “omni-channel supermarkets” as well as mobile e-commerce. In this way, it strengthened online and offline interaction anytime, anywhere between consumers and stores. With the arrival of the 5G era, how should Freshippo leverage emerging technologies to evolve into a more sustainable and profitable platform?