Benlai Life

About Benlai Life

Benlai Life, established in 2012, operates as a prominent e-commerce platform in China's fresh produce market, targeting mid-to-high-end consumers. The company was founded by Jerry Yue, a former executive at Netease.

The business functions through its B2C platform, Benlai.com, which offers an extensive catalog of over 17,000 products, including locally-grown organic vegetables, imported goods, dairy, fruits, seafood, and meat. Benlai serves a customer base of over 36 million members across China. Revenue is generated through the online sale and delivery of these grocery items. The company also offers monthly subscription plans for regular grocery needs. To ensure product quality, Benlai sources a significant portion of its goods—approximately 70%—directly from farmers and manufacturers.

A key component of Benlai's strategy is its sophisticated logistics network. The company built its own temperature-controlled logistics chain, which was necessary as specialized services for fresh produce were unavailable at the time of its founding. This network includes warehouses in major cities like Beijing, Shanghai, and Guangzhou, enabling delivery to 22 major cities. It also provides logistics services to third-party platforms, which helps to offset operational costs.

In addition to its online presence, Benlai has expanded into an online-to-offline (O2O) model. In 2017, the company launched "Benlai Xian" (meaning Fresh), a network of brick-and-mortar community stores. These physical outlets, numbering over 800, facilitate customer acquisition for the app and serve as fulfillment centers, which shortens delivery times. Customers near these stores can order via a WeChat mini-program for delivery.

Benlai has secured significant funding across several rounds, totaling at least $317 million. A major Series D round in October 2019 raised $200 million, led by Mingde Holding, the largest shareholder of courier giant SF Express. This partnership aims to enhance Benlai's logistics and supply chain capabilities. The company reported that its B2C segment, Benlai.com, achieved profitability in the 2018 fiscal year.