Abstract: Fresh e-commerce is growing up with the development of Internet shopping. In essence, market economy is a socialized mass production centered on meeting the needs of consumers. The study of the internal power and path selection of the evolution of the fresh e-commerce model based on the demand perspective is particularly important. The research showed that the evolution process of the fresh e-commerce model was to meet consumer demand, adapt to consumer demand and better meet consumer demand. The development of Chinese fresh e-commerce had gone through three stages of gradual formation, whole explosion and exploration development, from single vertical e-commerce model to multi-model coexistence. The post-2020 epidemic era had further cultivated consumers’ online fresh shopping habits, and the multi-dimensional, hierarchical and stepped characteristics of fresh demand were more obvious. Under the demand-driven, fresh e-commerce would be divided into three types of high-end quality type, medium-end expansion type and mass scale type. Therefore, it was suggested that fresh e-commerce should combine their own reality to seriouly plan and accurately position, and choose the appropriate evolution path.

Key words: fresh e-commerce model, evolution, demand driven, path selection