随着人们生活水平的不断提高，生鲜电商领域也迎来了加速发展。时下几乎所有的互联网巨头都参与了这场生鲜市场争夺战。美菜网作为2014年成立的生鲜电商服务企业，经过六年的成长，已经成为中国最大的生鲜电商平台。本文通过理论结合实践，实地访谈等方法，尝试分析美菜网的商业模式创新。由于中国生鲜产业链条长，在供应商和消费者之间产生了信息和效率的优化空间。美菜通过自建供应链体系，提高供应链效率，更好的服务下游商家和助力上游生鲜供应商。在发展过程中，美菜解构自己的核心优势在于整个供应链履约效率和上游的原材料整合，所以逐步开放自己的供应链和平台，最终形成了链接两端，开放供应链和平台的商业模式。本文还对其他生鲜领域的商业模式进行了对比。通过分析用户两个维度的需求，将生鲜赛道的商业模式分类，以分析每个商业模式产生的背后逻辑。生鲜赛道的蓬勃发展，给人们生活带来了更丰富、更便捷的选择。同时，企业应该看到中国生鲜产业结构的现状，积极承担社会责任，利用自身优势带动上游一起发展，实现共同富裕。

This research analyzes the business model evolution of a fresh food service platform Meicai.cn. Starting from providing fresh food for small and medium-size restaurants, Meicai has grown to be the largest business-to-business fresh food platform in China in six years. Meicai is dedicated to building its long-term barrier through optimizing its supply chain and investment in warehouse and logistics systems. Meicai has its core competitive advantage in its ability to provide a whole range of products to serve millions of restaurants in time at a low cost. Meicai further leverages its competitive advantage by opening its supply chain to serve other fresh food players and suppliers.The vigorous development of the fresh food industry has brought customers richer choices and more convenience. At the same time, stakeholders in the industry should understand the status quo of industry structure, actively assume social responsibilities, and use their own advantages to drive upstream development and achieve common prosperity.