It is the key to open up the cold chain logistics in the huge fresh market in China.

China's fresh market is so huge, but the circulation of fresh products has long been due to the lack of professional cold chain equipment and facilities, resulting in the annual loss of fruits and vegetables, aquatic products and so on hundreds of billions of yuan. Imperfect cold chain transportation has become a bottleneck restricting the development of fresh e-commerce.

Recently, the fresh e-commerce market is booming. China's fresh market is so huge, the circulation of fresh products has long been due to the lack of professional cold chain equipment, resulting in fruits and vegetables, meat, aquatic products cold chain circulation rate of only 5%, 15%, 23%, resulting in a corresponding loss of hundreds of billions of yuan. By contrast, the cold chain circulation rate of fruits and vegetables in developed countries is more than 95%, and the cold chain circulation rate of meat and aquatic products reaches 100%.

Obviously, the play is not easy to sing. The supply chain of fruits and vegetables, meat and aquatic products includes upstream procurement, cold chain packaging, transportation, mid-stream cold storage and sorting, downstream cold chain distribution and so on. The whole process cold chain needs specialized personnel, equipment and facilities. If we want to achieve efficient circulation of agricultural products and meat on the long road of cold chain logistics, we will at least encounter "four doors":

First, the regulatory environment and professional standards are not perfect. The problem of fresh food has been repeatedly exposed, in the final analysis, it is due to extensive institutional supervision. Second, the dual structure obstacle of urban and rural circulation. The scattered cultivation of fruits and vegetables and livestock farming by farmers are difficult to connect smoothly with urban batch procurement and cold chain circulation. Third, the lack of accumulation entity platform. There is a lack of functional integrated large-scale trading and logistics platform for fruits and vegetables and aquatic products in the central and western regions, and the regional layout of the trading logistics platform for fruits and vegetables and aquatic products in the eastern developed areas is unreasonable, which restricts the integration of upstream and downstream resources of the cold chain. Fourth, there is a lack of professional cold chain logistics providers. Although there are numerous regional cold chain logistics enterprises in China, there are few logistics enterprises that have a national service network and can provide the whole process of cold chain.

Four difficult problems make it difficult for enterprises such as Alibaba and JD.com Mall to develop in an all-round way in the fresh e-commerce market. At the enterprise level, Alibaba chooses third-party logistics services, and its challenge lies in how to control the quality of cold chain services. If Alibaba wants a big breakthrough, he needs to build a good platform, strengthen the rules of the game and improve the service system. JD.com Mall is exploring self-operated cold chain logistics, but cold chain logistics is different from general logistics, which puts forward higher requirements for talents, equipment and facilities, and all self-supporting is no small challenge.

American e-commerce giant Amazon also adopts its own cold chain logistics system in the fresh market. Throughout its strategy, the first is steady layout and quality control. The second is to use information technology to strictly control the backstage of warehousing and master the key circulation nodes and hubs. Amazon has also invested heavily in a robotics company to build an intelligent and efficient sorting and management system that makes Amazon's hourly order processing capacity three or four times higher than the traditional way. Third, the whole process of cold chain service standardization. Comparatively speaking, China has different standards in cold chain logistics packaging, pallets and other equipment, coupled with the imperfect service system, resulting in a half-way cold chain. Amazon's experience should be used for reference by Chinese fresh e-commerce companies.

Once the problem of cold chain logistics is effectively solved, the bottleneck of the development of fresh e-commerce will be broken. This will greatly improve the quality of public catering, and will also promote the development of modern agriculture and modern commerce in a deep integration.