If China's cold chain logistics industry is a grand blueprint in the making, Annxenda undoubtedly represents one of its most significant strokes. The company has not only witnessed the rapid development of fresh e-commerce but has also successfully transformed itself amid evolving market dynamics. From its origins as the logistics department of E-Guo Group to its current role as Alibaba Group's nationwide cold chain logistics network, Annxenda's evolution has consistently aligned with industry trends, signaling new directions for cold chain logistics.
I. The Three-Stage Transformation of Annxenda
1. E-Guo Logistics Phase (Pre-2015): Internal Service Department
Originally established as E-Guo Group's logistics department, Annxenda focused on warehousing and distribution for the E-Guo Fresh platform. During this phase, the company primarily served internal needs with a B2C home delivery model, accumulating valuable experience in last-mile cold chain delivery while operating within limited scope.
2. Enterprise Logistics Phase (2015-2018): Independent Operations
After becoming an independent logistics company in 2015, Annxenda continued serving E-Guo Group's business needs while exploring market-oriented operations. This period saw the company develop customized logistics solutions, though its growth remained constrained by reliance on a single client.
3. Third-Party Logistics Phase (Post-2018): National Network Expansion
The pivotal 2018 transition saw Annxenda take over Cainiao's cold chain operations and launch its subsidiary brand Xunlu Cold Chain. This marked its transformation into a comprehensive third-party logistics provider offering both B2C and B2B services across the entire cold chain.
II. Xunlu Cold Chain: Strategic Expansion
The 2018 launch of Xunlu Cold Chain represented Annxenda's strategic move into B2B services, complementing its existing home delivery capabilities. This subsidiary focuses on long-haul transportation and warehousing, enabling complete end-to-end cold chain solutions from production to consumption.
III. Operational Transformation: From Internal Provider to Market Player
The transition to third-party logistics required fundamental changes in Annxenda's service philosophy. Company executives emphasize adopting a client-first approach when serving even affiliated businesses, reflecting its commitment to professional, efficient, and customized solutions.
IV. Synergy Within E-Guo Ecosystem
Annxenda operates within E-Guo Group's tripartite structure alongside Yunxiang (global fresh produce sourcing) and E-Guo New Retail (omnichannel sales). This integrated model creates a complete fresh supply chain from global procurement through domestic distribution.
V. Comprehensive Cold Chain Solutions
Responding to growing consumer demand for quality and convenience, Annxenda developed full-chain solutions covering packaging, temperature control, traceability systems, and transportation. These services span multiple retail formats including B2C, O2O, food service, and supermarkets.
VI. Building a National Network
Rather than continuing capital-intensive infrastructure development, Annxenda adopted a platform-based approach to build its national network. Through partnerships with regional cold storage and logistics providers, the company aggregates resources while minimizing asset ownership.
VII. Partnership Model for Growth
Annxenda's Xunlu Cold Chain employs a partnership model that empowers regional specialists with business opportunities and operational support. This collaborative framework accelerates network expansion while maintaining service quality through shared standards.
VIII. Optimization and Digital Transformation
With core infrastructure established, Annxenda now focuses on operational refinement through data-driven optimization of warehouse networks, inventory management, and delivery routes. The company is also expanding its B2B warehouse network and developing neighborhood fulfillment centers to enhance last-mile efficiency.
IX. Future Vision: Industry-Wide Empowerment
Annxenda aims to elevate China's entire fresh produce industry through enhanced cold chain capabilities and data-enabled platform operations. Its evolution from corporate logistics department to national network provider demonstrates how strategic adaptation can drive both business success and sector-wide advancement in cold chain logistics.