The feasibility to use O2O approach for Fresh food cross-distribution between China and Europe. Study focused on Alibaba's Cainiao and its business in China and Europe.

Abstract

Instead of writing a dissertation written by unrealistic talks, the author realize that she could explore the practicality of Alibaba's business and Cainiao logistics system in Belgium in combination with her interests and research directions. By comparing the differences between the Chinese and European markets (mainly western Europe), to analyse the feasibility of online to offline fresh food e-commerce business in the European market. Then, with further thinking, if Cainiao logistics development is considerable, will it be possible for European consumers to enjoy Chinese fresh food distribution? This is a two-way thinking. Through study the business of Alibaba O2O fresh food business in China, and then think in the opposite direction to study whether Europe can achieve O2O fresh food distribution chain via Cainiao logistic network.