Research on the Current Status and Countermeasures of Charoen Pokphand Fresh Food Community Sales

Community group buying, as an emerging retail model, has rapidly risen in China and demonstrated immense development potential. An increasing number of fresh food and agricultural product processing enterprises are leveraging their brand advantages and supply chain resources to gradually penetrate the community group buying market. Taking Charoen Pokphand Fresh Food as the research object, this study adopts a combination of methods including document analysis, questionnaire surveys, and platform monitoring to explore fresh food consumers' perceptions of community group buying and Charoen Pokphand's products. The paper analyzes the challenges faced by Charoen Pokphand Fresh Food in conducting community group buying and proposes counter.