YP Shengxian

YP Shengxian (谊品生鲜) is a Chinese fresh-food retail brand built around community-level stores and an online-to-offline (O2O) grocery platform. According to its official website, the business is operated under the Yipinhong Technology (谊品弘科技) umbrella and spans multiple formats: aquaculture and planting bases, a seafood wholesale platform, upscale dining, Yipin Shengxian discount fresh stores, and the Yipin Daojia online platform. The brand positions itself as a pioneer of new retail in fresh food, aiming to become a leader in the community economy under the values of sharing, mutual benefit, and co-ecology, with the mission of "good life, not expensive." The company's service model emphasizes source control: base planting and production-area direct procurement to secure quality and price advantages, in-house sorting and packing with strict quality control, and self-built warehousing and logistics to ensure freshness on arrival. Its store network has expanded across several Chinese cities. The official site lists Guiyang (entered June 2018), Hefei (entered 2013, with 200+ stores), Nanjing (entered May 2018), Wuhan (entered July 2017), Beijing (entered January 2018), Chongqing (entered 2013, with 100+ stores), and Chengdu (entered November 2015). Beyond the core discount fresh store format, the group has developed several related concepts. Yipin Daojia is an O2O platform where consumers order on mobile and pick up at stores, supported by origin cooperation or direct procurement, self-built warehousing and packing factories, and cold-chain logistics. "Jiushi Name Xian" (就是那么鲜) combines a fresh-category supermarket with themed dining, sourcing premium seafood globally and offering in-store chef preparation. "Shiwu Shuo" (食物说) draws on Eataly-style experiential retail, combining a fresh market, boutique supermarket, themed dining, and home aesthetics for urban young consumers. The brand is headquartered in Chongqing, and the official site's copyright notice identifies Chongqing Yipin Daojia Technology Co., Ltd. as the rights holder. Wikidata describes YP Shengxian simply as a chain of fresh food sales brands in China. The company operates in the highly competitive Chinese community fresh retail sector, where it competes with other neighborhood fresh chains and online grocery platforms.

YP Shengxian emerged as a fresh-food retail brand in China, with its official website indicating an entry into Hefei and Chongqing in 2013. The brand developed a community-oriented discount fresh store format under the Yipinhong Technology (谊品弘科技) umbrella, which the site describes as encompassing aquaculture and planting bases, a seafood wholesale platform, upscale dining, Yipin Shengxian discount fresh stores, and the Yipin Daojia online platform. Expansion continued through the mid-2010s and late 2010s. The official site records entry into Chengdu in November 2015, Wuhan in July 2017, Beijing in January 2018, Nanjing in May 2018, and Guiyang in June 2018. By the time of the site's publication, Hefei had more than 200 stores and Chongqing more than 100 stores. The company positioned itself as a pioneer of new retail in fresh food, emphasizing source control through base planting and direct procurement, in-house sorting and packing, and self-built warehousing and cold-chain logistics. Alongside the core store network, the group diversified into related formats. Yipin Daojia was developed as an O2O platform for fresh goods, using mobile ordering and store pickup, supported by origin cooperation or direct sourcing, self-built warehousing and packing factories, and cold-chain logistics. "Jiushi Name Xian" combined a fresh-category supermarket with themed dining and global seafood sourcing, while "Shiwu Shuo" drew on Eataly-style experiential retail to combine a fresh market, boutique supermarket, themed dining, and home aesthetics for urban young consumers. The official website's copyright notice, covering 2012–2024, identifies Chongqing Yipin Daojia Technology Co., Ltd. as the rights holder, indicating the brand's operational base in Chongqing. Wikidata describes YP Shengxian as a chain of fresh food sales brands in China. The brand operates in China's competitive community fresh retail market.

• 2018

  Entered Beijing in January, Nanjing in May, and Guiyang in June.

• 2017

  Entered Wuhan in July.

• 2015

  Entered Chengdu in November.

• 2013

  Entered Hefei and Chongqing markets.

Community-focused fresh-food new retail pioneer offering quality fresh products at affordable prices.

• Yipin Shengxian discount fresh stores

  Community-focused fresh food stores offering a variety of fresh products at favorable prices.

• Yipin Daojia O2O platform

  Online-to-offline platform for fresh goods with mobile ordering and store pickup.

• Jiushi Name Xian

  Fresh supermarket combined with themed dining and global seafood sourcing.

• Shiwu Shuo

  Experiential retail concept combining fresh market, boutique supermarket, themed dining, and home aesthetics.

1. 1谊品弘科技有限公司，生鲜新零售的开拓者！ypshengxian.com
2. 2YP Shengxian - Wikidatawikidata.org