Fresh Life Style Supply Chain Management

About Fresh Life Style Supply Chain Management

Fresh Life Style Supply Chain Management (鲜生活冷链物流有限公司), operating as Fresh SCM, is a cold chain logistics and food channel services company headquartered in Chengdu, China. The company was established in 2016, incubated and launched by Grassroots Zhiben Group, the consumer industry investment platform of the New Hope Group, a Fortune 500 company. This affiliation provides Fresh SCM with significant resource advantages, which it has leveraged to quickly establish a national presence. The firm is led by Chairman Xi Gang, who also serves as the president of Grassroots Zhiben Group.

Fresh SCM provides comprehensive, end-to-end cold chain supply chain services, targeting a diverse client base that includes food processing and trading companies, catering enterprises, and fresh food retailers. Its business model combines organic growth with a strategy of mergers and acquisitions to expand its network and capabilities. The company has structured its operations into several business groups, including cold chain logistics, digital cold chain, ingredient holdings, and supply chain SaaS services, to offer integrated solutions. Revenue is generated by providing these specialized services, which encompass everything from warehousing and trunk transportation to final delivery. The company has secured significant funding through multiple rounds, including a 600 million RMB Series A in 2021 and subsequent B and B+ rounds, attracting investors like Longfor Capital, CICC Capital, and others.

The company's core service is a technology-enabled logistics, warehousing, and distribution network. A key feature is its proprietary digital platform, "Yunlizhi" (运荔枝), which manages the entire order lifecycle digitally—from online placement and automatic scheduling to real-time tracking, electronic receipts, and online payment. This platform provides clients with 24-hour visibility and control over their logistics. Fresh SCM offers industry-specific solutions for sectors such as fruit, prepared dishes, bakery chains, new-style tea drinks, and various restaurant chains. The company's extensive network includes over 100 delivery centers, a fleet of more than 180,000 adjustable vehicles, and a vast network of cloud warehouses, enabling it to cover 31 provinces and thousands of districts and counties across China.