In traditional cold chain food distribution, transaction flow, logistics and information flow are often disconnected, dragging down efficiency: merchants rely on personal connections to find buyers, buyers travel long distances to secure supply, deals lack transparency, and fulfilment is hard to trace. The launch of the Yuhu Buyin supply chain platform is a systematic response to this problem. Through an Online-Merge-Offline (OMO) model that combines online trading with offline fulfilment — from product listing to payment, and from warehousing to downstream delivery — the platform uses digital technology to close the "last mile" of consolidation and delivery, making every step of cold chain food distribution transparent and traceable.

Four Flows in One: Closing the Gap Between Trading and Fulfilment

Yuhu Buyin is a one-stop ecosystem platform under Yuhu Group (Hong Kong) for the direct sourcing and sale of temperature-controlled food. Built on Yuhu Cold Chain's nationwide network of capital-intensive trading centres, it uses an innovative S2B2b architecture to sell a single product pool across multiple platforms, integrating quality global sourcing with full-category foodservice ingredient supply. The platform offers end-to-end solutions spanning a digital trading system, warehousing and delivery on merchants' behalf, marketing support, distribution channel expansion, financing and procurement services, and exhibition support — addressing industry pain points such as high customer-acquisition costs, fragmented sourcing, high procurement costs, narrow distribution channels, warehousing and delivery pressure, and difficult cash flow.

In traditional online cold chain trading, merchants typically had to arrange warehousing, transport and delivery themselves after closing a deal online — a slow, costly process with no guarantee of quality. By closely integrating its online trading platform with high-standard cold chain parks across China's eight major economic regions, Yuhu Buyin has built a closed-loop "trading plus fulfilment" system. Online, the platform brings together B2B transactions, payment oversight, marketing, cold chain auctions and order matching, digitalising the entire trading process. Offline, it draws on Yuhu Cold Chain's nationwide network of high-standard cold storage and trunk-line distribution to provide automated warehousing, temperature-controlled transport and last-mile delivery. By uniting transaction flow, logistics, information flow and capital flow into a single system, the platform lets merchants move from juggling multiple providers to getting everything done in one place.

In January 2026, the Yuhu Buyin · 2026 Greater Bay Area Premium Food Ingredients Expo was held at the Guangzhou Trading Centre, drawing more than 200 brand exhibitors and over 10,000 professional buyers. Exhibits spanned the full range of categories — pork, beef, mutton and poultry; aquatic products and seafood; and signature regional ingredients — showcasing the platform's ability to combine online sourcing with offline matchmaking.

Yuhu Buyin has now launched a pilot at the Guangzhou Trading Centre for a next-generation product labelling solution built on "one-item-one-code" technology. Each label gives an item a unique, tamper-proof digital identity, automatically capturing data at every stage — from goods-in, storage and sorting through to outbound delivery — to close the data loop from source to destination. The system integrates seamlessly with Yuhu Cold Chain's existing WMS (warehouse management system) and TMS (transport management system), letting merchants and buyers scan a code to check logistics records, warehouse temperature and humidity data, and food safety test reports — true "one-code traceability, full transparency."

Warehousing, Delivery and Distribution Support: Letting Merchants Focus on the Business

Yuhu Buyin focuses on merchants' core needs — warehousing, delivery, sales and financing — with end-to-end service support, so merchants can focus on their products and customers while the platform handles everything else.

Warehousing and delivery: the platform manages the full process — storage, sorting, dispatch and delivery. Merchants can place one-tap orders via the iYuhu mini-program to book warehouse slots and arrange shipments, or use the platform's warehousing service to pre-position stock for fully automated shipping — all supported by a nationwide warehousing and distribution network that improves delivery efficiency.

Distribution support: merchants set up their own storefronts and set their own prices, with the platform assisting throughout — from store setup and product creation to listing and day-to-day operations — while dedicated online marketing and offline sales teams help merchants target the right products and customers, quickly driving up sales and store visibility.

Financing and procurement: drawing on the qualifications of core enterprises and real trade data from the platform, Yuhu Buyin helps merchants establish financing channels to ease cash-flow pressure.

Month-on-Month Growth of Over 10%: Early Merchants Find New Growth

Guangzhou Fengji Food Supply Chain Co., Ltd. has a long-standing presence in the frozen food industry, built around beef, pork and chicken as its three core categories, and was among the first suppliers to join the Yuhu Buyin platform. Before joining, Fengji's sales relied mainly on traditional offline channels. "We chose Yuhu Buyin because we believed an online platform could expand our sales channels," a Fengji representative said, adding that the more decisive factor was the platform's grounding in Yuhu Cold Chain's physical park ecosystem, which connects offline resources with online trading to generate genuine incremental growth.

Since joining, Fengji's sales on Yuhu Buyin have grown steadily, at more than 10% month-on-month. For a supplier whose core business is bulk frozen food, that growth reflects more than scattered online orders — it points to a substantive expansion in customer reach and deal size, with the online channel becoming a growth driver Fengji can no longer overlook. Asked about the experience, Fengji summed it up in two words: convenient and practical. "Routine but frequent tasks like changing prices or updating inventory can all be handled anytime on the phone," the company noted. The platform's newly launched storefront feature has also given merchants a more professional "storefront" to showcase their products, helping build buyer trust and repeat purchases.

Jiang Fuming, General Manager of Guangzhou Yuhonghe Food Co., Ltd., another of the platform's first-batch merchants, summed up his experience in two words: professional and reassuring. He credited the park's hardware — full temperature-control visibility, fully automated stereoscopic warehousing — combined with the platform's end-to-end online services, for giving the company a clear path toward integrated domestic and international trade development.

One Product Pool, Multiple Channels: Covering Every Foodservice Scenario

Drawing on its network of cold chain parks and digital platform capabilities, Yuhu Buyin is building a nationwide ecosystem for temperature-controlled food trading. At the core of this ecosystem is a product pool designed to reach end customers efficiently across categories. Focused on the foodservice sector, Yuhu Buyin offers a one-stop range covering frozen chicken, duck, goose, pork, beef, mutton and aquatic products, prepared foods, seasonings, grains, oils, rice and flour, and alcoholic beverages. The platform brings regional and channel partners on board through partnerships, joint ventures and acquisitions, cross-sharing product pools and customer bases. Each regional platform operates as an independent hub — with its own team, customers and mini-program — while sharing a common product pool, fulfilment system and financing support behind the scenes, preserving regional flexibility while achieving economies of scale.

The platform is now exploring a standardised operating model combining "online integration" with "deep distribution," continuing to generate targeted opportunities for merchants and connecting them directly to domestic and international markets. A Yuhu Buyin representative said: "Our goal is to turn Yuhu Cold Chain's nationwide warehousing and distribution network, together with its digital platform capabilities, into the foundation for every merchant's business."

As Yuhu Cold Chain's digital transformation advances, Yuhu Buyin is becoming a key link between sourcing regions and markets, bridging domestic sales with overseas expansion. Merchants' first-hand experience bears this out: as frozen goods trading shifts from offline to online, and fulfilment moves from fragmented to integrated, cold chain food distribution is becoming faster, more transparent, more trustworthy and lower-cost — a vivid example of how Yuhu Cold Chain is using digital capability to help the producer services industry move toward specialisation and higher up the value chain.