Monotonous product providing of fresh e-retailer is difficult to meet consumers' higher demand for fresh agricultural products and related service, which means fresh e-retailer needs to make innovation through cooperation to improve the quality of fresh agricultural products and services. Taking the cooperation between Yiguo(fresh e-retailer) and Xiachufang (online social community platform) as a typical case, we collect multiple sources of related data and use ground theory approach to process it. Through data analysis, we show how fresh e-retailer realizes her business model innovation in a complementary way based on consumers' demand. Moreover, we obtain four elements (value proposition, key resources, key processes, profit model) of fresh e-retailer complementarity business model. The value proposition is realized by providing customized fresh agricultural products and services or carrying out content marketing strategy. Key resources needed by fresh e-retailer and her partners mainly includes fresh supply chain resources and social networking operation resources. Key processes based on key resources consist of consumers' demand expression, consumers' demand acquisition and consumers' demand satisfaction. Profit model, the evidence of value acquisition realization, is optimized by innovating revenue pattern and adjusting cost structure. On this basis, the operation mechanism has been induced by analyzing the interrelationship of the four elements deeply.

@inproceedings{oscm-2019-529,
  title={Research on Complementarity Business Model of Fresh E-Retailer Driven by Consumers? Demand: A Case Study Based on the Cooperation Between Yiguo and Xiachufang},
  year={2019},
  author={Zhang Xumei and Jiang Xiaoling and Deng Zhenhua and Wu Shengnan},
  booktitle={Proceedings of the 9th International Conference on Operations and Supply Chain Management, Vietnam, 2019},
  doi={10.31387/oscm410007}
}

Zhang Xumei, Jiang Xiaoling, Deng Zhenhua, Wu Shengnan (2019). Research on Complementarity Business Model of Fresh E-Retailer Driven by Consumers? Demand: A Case Study Based on the Cooperation Between Yiguo and Xiachufang. In Proceedings of the 9th International Conference on Operations and Supply Chain Management, Vietnam, 2019. https://doi.org/10.31387/oscm410007