Chengxin Zhiyuan takes stake in Shanghai Dong*Zhan to drive lower-tier market growth

Chengxin Zhiyuan Fruit Industry, a leading Chinese retail chain operating over 2,100 stores primarily in third- and fourth-tier markets, has completed a strategic equity investment in Shanghai Dong*Zhan International Trade. Under this comprehensive partnership, Shanghai Dong*Zhan becomes the exclusive operational platform for the retailer’s import business, marking a major milestone as Chengxin Zhiyuan transitions toward global sourcing and self-operated imports.

As rising consumer spending fuels demand for high-quality, ultra-fresh imported fruit in lower-tier cities, premium fresh produce has emerged as a critical growth engine. Industry competition has shifted from basic retail presence to comprehensive supply chain capability, resource control at origin, and import efficiency.

This alliance bridges Chengxin Zhiyuan’s extensive nationwide retail footprint with Shanghai Dong*Zhan’s specialised cross-border logistics and global sourcing network. The two companies will establish a streamlined “origin-to-store” supply chain by eliminating middleman layers, stabilising fruit quality, and reducing distribution costs. This model ensures global premium fruits efficiently reach China’s central, western, and lower-tier markets, filling the supply gap in smaller cities.

Wei Songwei, deputy general manager of Chengxin Zhiyuan, notes: “For 20 years, we have remained committed to serving local communities. Partnering with Shanghai Dong*Zhan completes our direct sourcing puzzle. Leveraging these global resources, we will supply standardised, price-competitive imported fruits across our 2,100-store network, enhancing store competitiveness and bringing global premium fruit directly to local consumers.”

Thomas Lan, head of Shanghai Dong*Zhan, adds: “A stable, scalable retail channel is the cornerstone of sustainable import growth. Chengxin Zhiyuan’s massive network provides a reliable domestic outlet. We look forward to collaborating closely to expand our footprint in premium global growing regions and optimise our product matrix for a win-win outcome across the entire value chain.”

Industry analysts point out that China’s fresh fruit sector has entered an era where supply chain dominance is crucial. This alliance reshapes the circulation model for imported fruit in developing regions. Moving forward, both parties will expand their global production footprint, enforce rigorous freshness standards, and increase the market penetration of premium imports, setting a new benchmark for supply chain integration and standardisation in China’s fruit retail sector.

For business inquiries, global sourcing partnerships, or supply chain collaboration, please contact us at marketing@dongzhizhan.com