Abstract: With the rapid development of e-commerce and the increasing demand of residents for online purchase of fresh products, fresh e-commerce platforms have developed rapidly in recent years. The fresh e-commerce platform provides value-added service to promote the online sales of fresh produce. At the same time, many fresh e-commerce platforms have cooperated with offline retailers to complete the last mile delivery of fresh produce, which forming an O2O fresh products supply chain with “purchase online, distribute offline”. There are two sales modes between the fresh e-commerce platform and the offline retailer, wholesale mode and commission mode, respectively. Different sales modes may cause differences in the pricing, value-added service, and freshness-keeping effort, thereby affecting the profits of fresh e-commerce platform and the retailer. Moreover, the cooperation mode chosen by the fresh e-commerce may not be the most beneficial to the supply chain, and may reduce the supply chain performance. To solve this problem, we study the problem of the sales mode selection and coordination of the O2O fresh supply chain considering freshness-keeping effort and value-added service.

Key words: O2O fresh product supply chain; freshness-keeping effort; value-added service; wholesale mode; commission mode