Fruitday

About Fruitday

Fruitday (天天果园) is a Shanghai-based e-commerce company specializing in the direct-to-consumer (B2C) sale of fresh produce, with a strong focus on high-quality imported fruits. Founded in 2009 by Wang Wei and Loren Zhao, the company emerged from a traditional fruit business with over 30 years of experience in the food industry. The founders aimed to bridge the gap between global fruit suppliers and Chinese consumers, addressing a growing demand for premium and diverse fruit varieties previously unavailable in the local market.

The company operates a vertically integrated business model, controlling the entire supply chain from procurement to delivery. It sources over 80% of its products from international suppliers in countries like the US, Australia, New Zealand, and Chile, establishing direct relationships with major fruit companies such as Zespri and Sunkist. To ensure product quality and freshness, Fruitday has built its own cold storage and cold-chain logistics infrastructure. Revenue is generated through direct sales via multiple channels, including its website, a mobile application, telephone orders, and corporate supply services.

Fruitday's key offering is a wide selection of mid-to-high-end imported and domestic fresh fruits delivered directly to consumers. The service is designed for convenience, targeting upwardly mobile consumers in major Chinese cities. A significant milestone was the introduction of an Online-to-Offline (O2O) strategy, which included establishing physical stores and partnering with existing retailers like City Shop. This strategy enabled an express delivery service, promising deliveries in as little as 29 minutes within certain areas, and allowed physical stores to act as showrooms and fulfillment centers. The company has secured substantial funding to fuel its expansion, including a notable $70 million Series C round led by JD.com in 2015, which also resulted in a strategic partnership to leverage JD.com's extensive logistics network.