Differentiated Paths of Freshippo Store Layout in Eastern, Central, and Western Cities

Abstract

Against the backdrop of the in-depth penetration of the new retail format, regional development imbalances have placed demands
on retail enterprises for precise adaptation in store layout. Taking Freshippo as the research object, this paper analyzes the core influencing
factors of store layout in eastern, central, and western cities from a professional and technical perspective, including the stratification of consumption capacity, the density of supply chain infrastructure, differences in policy regulations, and the penetration rate of digitalization. The
study finds that its differentiated manifestations focus on four dimensions: format selection, SKU structure, fulfillment mode, and scenariobased operations. Based on this, optimized paths are proposed, including regional restructuring of the supply chain, dynamic adaptation of
format combinations, sinking of digital capabilities, and deepening of localized operations. The research conclusions provide practical references for new retail enterprises to break through regional development bottlenecks and achieve sustainable cross-regional expansion, while
enriching the theoretical and practical dimensions of differentiated regional retail layout.