For the fresh food platform, the most important thing is to build cold chain logistics, which is a high cost investment that has to be done, and the payback time is also particularly long. In order to ensure freshness and reduce cargo loss, fresh food e-commerce on equipment and cold chain logistics requirements are very high, how to control the hardware and logistics costs has become a big bottleneck. Currently, the cold chain logistics of fresh food e-commerce companies mainly have self-built logistics mode and third-party logistics mode, from a certain point of view, the self-built logistics mode has a very big advantage, it is more guaranteed for the cold chain delivery of fresh food e-commerce companies, the user's service experience will be better, and it is more likely to form a competitive barriers in the industry. Obviously for fresh food e-commerce, the broken chain will not only cause high loss, but also bring food safety risks, self-built logistics mode of distribution will appear more secure. For example, Jingdong is a fan of self-managed logistics, despite the huge cost of investment in the early stage, but now has proved the correctness and feasibility of this road.

However, such a model is not anyone can afford to play, whether it is the backstage storage warehouse refrigeration or the whole distribution of the cold chain, fresh commodities than the preservation of non-fresh commodities cost a lot more. Data show that the cost of fresh cold chain logistics is 1 to 2 times higher than ordinary commodities, and the cost of cold chain accounts for 25% to 40% of sales, which is one of the important reasons why fresh food e-commerce is so expensive. Each process, such as warehouse management, transportation management, temperature control supervision, location management, etc., requires the use of information technology to help fresh food e-commerce companies to realize a series of safety traceability, quality monitoring and order tracking. As consumers' requirements for fresh food distribution become higher and higher, the future cold chain logistics will become more and more refined and intelligent. Will the market demand for cold chain logistics create a unicorn in the cold chain logistics and distribution industry?

Another major difficulty is the O2O on-line and off-line communication, like the box horse fresh life, is not completely do pure e-commerce, but also have their own display stores, increase customer experience, and physical stores to compete for customers. And the site can be processed, is a supermarket + catering + logistics + App composite functional body. When the box horse freshman just opened, many people went offline to taste, in order to eat a fresh lobster, queuing up to 3 hours. Consumers still like this model, one of the most basic starting point is, to the line can see the physical object. Just like little girls love to do is to see branded clothing online, go to the offline physical stores to try it on first, and then go to the online flagship store to buy it at a lower price than the physical store.

In the case of increasingly depleted e-commerce traffic, offline physical stores are a very good source, the biggest value of new retail, is to transfer offline traffic to the line. However, the online and offline through, need a strong background system, such as real-time updates of inventory, shipping and distribution records, otherwise it is easy to cause confusion, affecting the user perception. Do not underestimate the "through the background" of this simple few words, the system behind the construction, data mastery are very difficult and complex, despite the "Ma Yun father" station, but the box Ma Fresh Life development of such a set of systems consumed by the cost is also huge.