Xianfeng Fruit Company Limited is one of China’s largest and most innovative fruit retail and distribution companies. Headquartered in Hangzhou, China, the company has rapidly grown from a regional fruit seller into a national powerhouse, integrating retail, wholesale, cold-chain logistics, and international sourcing under a single, technology-driven platform.
Core Business Operations
Founded in 1997, Xianfeng Fruit operates through a vertically integrated business model that combines fresh fruit retail, B2B wholesale supply, smart cold-chain logistics, and global import distribution. The company’s business strategy revolves around its “new retail” concept, blending online and offline sales, just-in-time fulfillment, and digital customer engagement.
As of 2024, Xianfeng operates:
- Over 7,500 retail outlets across China
- 23 cold-chain logistics centers totaling over 480,000 square meters
- A smart retail platform that enables real-time inventory tracking and distribution
Product and Service Offerings
Xianfeng provides a wide variety of fresh fruits, both domestically sourced and globally imported. These include:
Key Product Categories:
- Kiwifruit
- Apples
- Oranges
- Bananas
- Avocados
- Dragon Fruit
- Blueberries
- Grapes
- Citrus varieties (mandarin, pomelo, lemon)
- Seasonal and exotic fruits (durian, cherries, mangosteen)
The company supports multiple sales channels:
- Brick-and-mortar stores
- Online-to-offline (O2O) platforms
- Smart vending machines
- B2B wholesale distribution to smaller retailers and foodservice providers
Specialization and Unique Strengths
Xianfeng Fruit's core strength lies in its highly digitalized cold-chain infrastructure and integrated retail supply model. Key differentiators include:
- Proprietary warehouse management and AI-powered forecasting system
- Partnerships with global producers (e.g., Zespri, Sunkist, T&G Global) to secure direct sourcing contracts
- Co-branded marketing and retail exclusives with major global fruit brands
- Multi-format retail including community stores, convenience kiosks, and e-commerce delivery
In 2023, Xianfeng served as the official fruit supplier for the 19th Asian Games, further cementing its brand reputation and reliability.
Financial Strength
Though privately held, Xianfeng has revealed significant capital investments and business scale:
- Estimated annual revenue exceeding RMB 12 billion (~USD 1.7 billion)
- Backed by investments from leading private equity firms including Sequoia Capital China
- Plans to invest RMB 500 million into a 60,000 sqm International Fruit Import Center in Shanghai Hongqiao Business District, announced in 2021
Shipment Records
While Xianfeng operates primarily as a domestic distributor, its import activities include:
- Direct fruit imports from New Zealand, Chile, Peru, Australia, Thailand, and the U.S.
- Active participation in China’s fresh produce import supply chain, handling over 100,000 tons of fruit per year
- Major ports: Shanghai, Guangzhou, Shenzhen, Qingdao
Target Market
The company targets:
- End consumers through its branded retail stores
- Online shoppers via integrated O2O channels
- Wholesalers and distributors seeking high-turnover fruit items
- Foodservice businesses needing consistent, high-quality supply
With urban middle-class demand for premium imported fruits rising in China, Xianfeng's customer base has expanded rapidly in Tier 1 and Tier 2 cities.
Capabilities
- Over 7,500 retail distribution points
- National-level cold-chain distribution with 98% coverage across urban China
- Smart inventory and demand prediction system
- In-house marketing and brand collaboration teams
- Global sourcing offices in key fruit-producing countries
Certifications and Compliance
- All imported fruit complies with General Administration of Customs China (GACC) requirements
- Strong focus on traceability, safety testing, and cold-chain transparency
- Internal quality control teams conduct regular MRL and visual quality checks
Customer Testimonials
“Xianfeng's partnership has helped us scale our Zespri Gold and Green Kiwifruit volumes rapidly. Their retail and cold-chain strength are unmatched.”
— General Manager, Zespri China
“The brand trust Xianfeng enjoys in China’s domestic market is critical for imported fruit penetration. Their logistics execution is top-notch.”
— Asia Regional Director, Global Citrus Exporter
Major Achievements
- Selected as Official Fresh Fruit Supplier for the 19th Asian Games (Hangzhou, 2023)
- Signed strategic MOU with Zespri to double kiwifruit volume in China (2023–2025)
- Operates one of China’s largest integrated fruit retail and logistics networks
- Recognized in industry media as one of China’s top 3 fresh fruit retail chains
Xianfeng Fruit Company Limited represents the future of smart, scalable, and globally connected fruit retail in China, combining deep domestic market reach with world-class international sourcing capabilities.
