Fresh Legend

About Fresh Legend

Fresh Legend, legally known as Anhui Fresh Legend Commercial Co., is a fresh food e-commerce service provider and operator of community-based grocery stores in China. Founded in July 2015 by Wang Wei and headquartered in Hefei, Anhui, the company specializes in a range of fresh products including vegetables, fruits, meat, fish, dairy, and other daily food items.

The company operates through a multi-format retail strategy, with physical stores of varying sizes, from 100-square-meter mini-stores to larger 600-800 square meter formats. This model positions Fresh Legend as a convenient "wet market at the entrance of the community," focusing on a curated selection of fewer than 500 SKUs to ensure quality and competitive pricing. Its primary operations are concentrated in the Hefei province. For three consecutive years, from 2015 to 2017, the company was recognized as one of the 'Top Ten Good Stores in China Retail'.

Fresh Legend has successfully secured funding from notable investors including Harvest Investment, IDG Capital, and Sequoia Capital China. A significant Series B funding round in July 2019, led by Harvest Investment, raised hundreds of millions of yuan to fuel its expansion and the opening of new stores.