E-commerce in Fresh Food Supply Chain in China and its role on Quality performance

E-commerce companies have experienced a competitive environment in China, large companies benefit from more funding and talent, which puts a huge burden on small and medium size companies to find an effective way to manage quality with less investment. This paper gives a fresh food SC system’s view and analysis of improving fresh food quality. This paper focuses on small and medium-sized enterprises to analyse how companies can improve product quality through effective supply chain management, while ensuring the company's profitability. Using interviews with knowledgeable middle level managers in the SC, an analysis is carried out. The findings could help e-commerce companies in China strengthen their SC network and offer better quality standard of fresh food. Scarce literature discusses about fresh food e-commerce SCs in China, this research developed a basis background and knowledge. Nowadays, technology changes SC in various ways, this research explored how the advanced technology can be applied in fresh food SC. Some recommendations to companies that operate in this sector are provided. The limitations and future research directions of the fresh food supply chain are drawn.