# New Retailing Problem for an Integrated Food Supply Chain in the Baking Industry
## 6 Application Example
### New Retailing Framework  
This section presents an implementation of the proposed model in a real-life bakery logistics network operating in China. Nowadays, using artificial intelligence and big data to change the business model of the bakery industry in China, Hsiung Mao (Panda) Pu Tsou (called \"case company\") uses social commerce platforms to offer online group buying on a social commerce platform. The main products, five-star cakes, were made of the best raw materials in the medium and high-end market. The case company will be a Personal Service Provider (PSP) via Panda dressed up, Panda distribution. The customers make e-commerce purchases through the Wechat, Meituan, and Elema app ordering systems. Correct handling of cakes, ingredients, and packaging materials from material purchasing occurred through the production process and cold storage in the center kitchen. During Panda distribution to the consumer, it is essential to optimize cake quality. The traditional O2O models are advanced to a new retailing framework by integrating online and offline logistics. The core of the new retailing framework is online mobile payment, product standardization in the central kitchen, distributed personalization, and providing big data services. * Online mobile payment  
The formation of community-owned stores through online-offline channel integration. The case company has opened more physical stores to attract young customers to achieve the new retailing framework. Online Quick Reference Guide, an easy access tool, provides customers to order. Besides that, online customer satisfaction or product categories provide customers more flexible options. * Product standardization in central kitchen  
Four-Tier model of food supply chain consists of central kitchen, cold chain, branch warehouse, Panda distribution, and authorized store (Self-raising). Then, customer orientation plays an important role in market success achievement. Product customization helps brands boost sales on new retailing framework, EX: Sculpture cakes or fictionalized cakes. A rise in cold chain with data warehouse and central kitchen system will enhance the quality of cake, reduce the waiting time. [PERSON] et al. [12] discussed a significant challenge for an efficient clod chain is the different requirements of perishable food product categories (dairy, eggs, fruits, cakes, and vegetables) to maximize shelf-life and commercial potential, including different optimal temperature ranges (ambient = 15 \({}^{\circ}\)C to 20 \({}^{\circ}\)C; cool = 2 \({}^{\circ}\)C to 15 \({}^{\circ}\)C; cold = \(-\)9 \({}^{\circ}\)C to 2 \({}^{\circ}\)C; and frozen \(\leq-\)10 \({}^{\circ}\)C). * Immediate distribution for personal servicesOn-time 3 h delivery services include online order, materials handling, finished product manufacturing, branch's self-storage, and surprise services. The case company provides customers with activity planning, including surprise events. Traditional Hakka culture is incorporated into a personal-service activity ex: Traditional Hakka cake, the unique Hakka cultural experience. * Big data as a service (BDaaS)  
In order to find the target customers through big data analytics, online platform could not only help case company to better discriminate the most profitable customers, but also encourage more customer to return. Offline services can attract customers online and offer precision marketing based on a customer's exact age and birth date. Since marketing is all about reaching the right customers at the right time, big data can be used to understand the behavior of bakery customers. * Customer image capture  
For Big data as a Service (BDaaS) and Internet Presence Provider (IPP), customer data analytics refer to the analysis of customer characteristics and behaviors so as to support the organization's customer management strategies. Customer image, online marketing, and site selection are used to revolutionize offline shopping experiences.