Dual-track Approach Laying Out Comprehensive Services, Whole Industrial Chain Model Empowering People's Livelihood Retail – Beijing CP Fresh Creates a New One-Stop Retail Experience

As the core retail segment of CP Group, a diversified century-old overseas Chinese enterprise, CP Fresh (Beijing) Trading Co., Ltd., since its establishment in 2015, has leveraged the global whole industrial chain advantages of CP Group and based on the Beijing market to innovatively create a dual-offline business model of "corporate stores + community stores," couple with digital online warehouses and exclusive mini programs to build an online service matrix, forming a distinctive retail model deeply integrating online and offline channels, comprehensively covering various scenarios, and precisely segmenting services. Currently, CP Fresh has 12 stores in Beijing, including 9 corporate stores, 2 community stores, and 1 online delivery warehouse, with annual sales approaching 100 million yuan. With its safe and high-quality products, flexible and diverse business formats, and attentive and efficient services, CP Fresh has become a trusted retail brand for urban office workers and community residents.

1. Being backed by a century-old group, solidifying the foundation of quality across the whole industrial chain

CP Group's whole industrial chain model has laid the core foundation for CP Fresh to establish itself in the market. CP Group operates in more than 100 countries and regions around the world. It has been deeply rooted in China for more than 40 years, with a large investment scale and a well-developed industrial layout, building a diversified industrial ecosystem including agriculture and animal husbandry, food, retail, finance, real estate, etc. In the food sector, CP Group has established nine major business lines, including eggs, poultry, pork, seafood, fruits and vegetables, and beverages, offering over a thousand core products. Simultaneously, leveraging its global procurement network of "buying globally and selling globally," it integrates high-quality ingredients from around the world.

40% of the products in CP Fresh stores are CP Group's own products, covering popular product categories such as Thai shrimp, eggs, poultry, frozen pastries, and cooked food; 60% are sourced from external suppliers, including snacks and beverages, rice, flour, grains, cooking oil, and daily necessities, totaling over 4,000 items. The brand achieves full-chain traceability from planting, breeding, production, processing to terminal retail, controlling the safety and quality of ingredients from the source, bringing consumers fresh, healthy, and cost-effective products.

2. Deepening the understanding of the office environment, creating a benchmark corporate store format

Corporate stores are a key specialty business format developed by CP Fresh and a core direction for the brand's business format upgrade. They are tailored for office parks such as central state-owned enterprises, state-owned enterprises, financial institutions, and large groups, focusing on the consumption needs of working professionals. Store locations are flexible, often situated in prime areas such as upper floors or basements of buildings, with an area ranging from 30 to 150 square meters. Each store carries over 1,000 products, mainly including fruits and vegetables, snacks, refrigerated and frozen foods, beverages, and coffee. These stores also promote CP Group's own pre-made foods and holiday gift boxes, providing a one-stop solution for employees' diverse needs, such as daily purchases, office supplies, meeting refreshments, and corporate welfare group purchases.

In terms of operational services, CP Fresh's corporate stores have significant advantages. Regarding price, CITIC Securities store pioneers a real-time price comparison model between offline and JD.com prices. The operation team compares online platform prices and those of nearby supermarkets weekly and dynamically adjusts prices to ensure competitiveness. For payment, the stores fully support various methods, including corporate meal cards, WeChat Pay, Alipay, and cash. Some stores offer offline card payments and online shipping services, adapting to the company's internal management system. In terms of marketing, the stores conduct 2-3 themed events monthly and offer discounts during holidays such as Spring Festival, Labor Day, and Children's Day to continuously boost consumer spending. At the same time, CP Fresh establishes deep collaborations with its partner companies, achieving mutual benefit and win-win results. For example, the CITIC-Prudential store achieves resource sharing between the two parties. With CP Fresh providing supply support for the company's events and the company providing medical benefits to CP Fresh employees, the cooperative relationship between the two parties continues to deepen.

▲The store on the 19th floor of CITIC Tower.

Currently, CP Fresh has partnered with several leading enterprises such as CITIC Group, China National Petroleum Corporation (CNPC), China National Aviation Holding Corporation Limited (CNAH), and Beijing Metro, and created a number of benchmark stores, achieving remarkable operational results. The store on the 90th floor of CITIC Tower, the highest convenience store in Beijing, opened on December 15th, 2025, serving over 700 CITIC Group headquarters leadership clients. The store's average daily sales reached 38,000 yuan in the first three days after opening, with an average daily customer flow of 350 people. During the Spring Festival in February this year, peak sales of CP gift boxes and Spring Festival gift boxes reached 450,000 yuan in three days, with online dropshipping exceeding 300 orders per day at its peak. The store on the 19th floor of CITIC Tower opened on October 8, 2025. In the first three days after opening, the average daily sales reached 110,000 yuan, and the average daily customer flow was 900 people. During the Spring Festival in February, the store’s highest single-day sales reached 197,000 yuan, and the cumulative sales in the first five days of the Spring Festival week reached 880,000 yuan. The store currently sells 2,150 products with a balanced product category structure. Among them, Suoyrun beverage, CP Thai shrimp, shrimp wonton, CP eggs, and CP honey water consistently rank among the top sellers.

Due to the excellent service it provides, CP Fresh receives an official letter of appreciation from CITIC Group.

▲A letter of appreciation from CITIC Group.

In addition, each of CP Fresh's corporate stores has its own distinct characteristics. The Metro store focuses on specialty coffee, promoting CP Sun River Mark Xinglong Coffee and catering to conference tea breaks and corporate group purchases. The CP Center Sweet Orchard store, as the brand's flagship store, mainly sells fruits and snacks, and is currently upgrading to create a food station and expand its breakfast and lunch services. The CNAH store, which opened in June 2026, can cater to small tea breaks and employee welfare group purchases. The Financial Street store focuses on high-end fresh produce and provides annual fruit delivery services to surrounding financial institutions. The CNPC Capital Building store focuses on fresh fruits, snacks, and beverages, relying on the corporate meal card system to accurately match employees' consumption habits.

CP Fresh corporate stores have become an important part of the corporates’ logistics support system.

▲On June 5th, 2026, accompanied by Yu Zhao (first from right), General Manager of CP Fresh (Beijing) Trading Co., Ltd., Xue Zengyi (third from left), Senior Vice Chairman of CP Group China's Agro-Industry and Food Business, and Zhang Shuhui (second from left), Senior President of the Marketing Center of the Beijing Headquarters, visited the CP Fresh store on the 90th floor of CITIC Tower and took a group photo with Liu Zhiqiang (first from left), CP Fresh Corporate Store Supervisor He Bing (second from right), Wu Zihan (fourth from left), CP Fresh CITIC Tower 90th floor Store Manager, and store staff Zhang Yan (fourth from right) and Wei Zifan (third from right).

▲On June 5th, 2026, accompanied by Yu Zhao, Xue Zengyi, and Zhang Shuhui visited the CP Fresh store on the 19th floor of CITIC Tower and took a photo with store staff Liu Jiajun (center) and Tan Ying (first from right).

3. Serving neighborhood life, establishing a network of convenience-oriented community stores

CP Fresh community stores are deeply rooted in local neighborhoods, focusing on providing cost-effective, all-category, and convenient services for residents within a 3-kilometer radius. These stores are larger—typically ranging from 300 to 500 square meters—and each store offers over 3,000 core products, covering categories such as fruits and vegetables, meat, poultry, eggs, rice, flour, grains, cooking oil, and daily necessities. By practicing the CP Fresh brand philosophy of "using quality ingredients to create great meals," they become an integral part of daily community life.

▲Interior display at the CP Fresh Guomei First City store.

Currently, two community stores, Guomei First City store and Bajia Jiayuan store, are established within Beijing residential areas. Leveraging CP Group’s advantage of direct supply across the whole industrial chain, the stores reduce intermediate steps to ensure ingredient freshness and safety, and at the same time, offer consumer-friendly prices. Centered on neighborhood service, these stores not only meet residents' needs for daily groceries and household essentials but also utilize robust cold-chain and warehousing systems to guarantee daily fresh deliveries of perishable goods. This enables residents to enjoy the extensive product variety and high-quality service typical of large supermarkets right on their doorsteps, creating a convenient living service ecosystem.

4. Comprehensive online empowerment, building a closed-loop digital service system

Online digital operations serve as a powerful complement to offline stores and constitute a key component of CP Fresh’s omnichannel strategy. To meet the diverse needs of corporate clients, CP Fresh develops bespoke online shopping mini-programs for them. Each of the partner companies is provided with a dedicated online portal where employees can log in to access exclusive internal discounts, thereby enhancing employee benefits and strengthening the partnership with the company. Each store manages WeCom communities that are overseen by designated staff, and the total number of members in the communities reaches over 10,000, reflecting a commitment to human-centric care and professional service. Concurrently, the brand has established a professional online fulfillment warehouse staffed by four dedicated operators. It runs smoothly, generating average monthly sales of 400,000 RMB. This warehouse primarily fulfills orders from offline stores and WeCom communities and focuses on product categories that cannot be stocked in physical stores due to display limitations, such as bulky items and electronic devices, achieving online-offline product category complementarity and comprehensive coverage. Furthermore, CP Fresh collaborates with fruit and vegetable production bases to ship seasonal fruit gift boxes and organic vegetable gift boxes straight from the source to restaurants, ensuring freshness, health, and quality.

▲Wang Xiaoping, a staff member at the CP Fresh Guomei First City store, is manning the checkout.

Regarding delivery services, CP Fresh has established flexible, customer-friendly policies: orders of 99 yuan or more qualify for free delivery within Beijing. Its delivery network spans nearly the entire country, supported by partnerships with major logistics providers like JD.com and Meituan to ensure timely service. The brand enables instant O2O delivery within a 5-kilometer radius of its stores and ensures efficient fulfillment for cross-regional orders, creating a comprehensive service loop that integrates offline shopping, online ordering, and home delivery. Furthermore, the online platform employs marketing strategies such as group buying and limited-time special offers to promote new products, re-engage existing customers, and facilitate bulk purchasing, fully meeting the needs of both individual consumers and corporate clients.

5. Joining forces for transformation and upgrading, envisioning a blueprint for long-term development

Starting in 2024, CP Fresh officially launched a business model upgrade, steadily transitioning from traditional community retail to a dual-track strategy of "community stores + enterprise stores" synergistic development. Due to channel optimization, model innovation, and whole industrial chain empowerment, store operations have continuously improved, and profitability has steadily increased. Regarding the product mix, the combination of 40% Group-owned products and 60% externally sourced goods balances distinctive branding with the daily needs of the community.

Currently, Beijing CP Fresh is focusing on the "one last mile" service within urban community grids, continuously advancing the evolution of its business model by simultaneously piloting operations across two key settings, corporate office and residential communities.

In the corporate setting pilot, the project has proceeded at a clear pace with well-defined milestones. The first phase, a pure retail model, has been fully validated, establishing stable systems for merchandise management, order fulfillment and delivery, and store operations, and creating a model ready for replication and rollout. The project has now successfully transitioned to the second phase, which is upgrading food service capabilities. Building upon the existing fresh food retail foundation, this phase integrates meal services tailored to urban white-collar workers, completing a one-stop service loop for the corporate setting.

In the community setting pilot, stores are rapidly transforming and upgrading from traditional fresh-food supermarkets and focusing on creating a new retail format that combines fresh-food sales with solutions for daily meals. By adding essential daily offerings, such as home-style meals, ready-to-cook prepared vegetables, and convenient ready-made meals, the stores address gaps in community residents' daily dining options and meet their needs for convenient, localized solutions. The community model is currently undergoing continuous exploration and optimization to steadily enhance operational stability and user loyalty, gradually establishing these locations as the grassroots pillars of the Group’s "Million-Grid Restaurants" network.

From the perspective of CP Group’s strategic layout, CP Fresh is not merely a standalone store format but occupies a clearly defined strategic position. Within the retail ecosystem, it serves as a "satellite store" for Lotus, extending the product categories, services, and supply chain of large stores into local communities. Within the grid system, it functions as a front-end warehouse and a community service terminal for the Group’s B2B operations, playing a core role in nearby order fulfillment and the implementation of people’s livelihood services.

Moving forward, the stores will continue to optimize their service models for daily meals, stabilize their operational structure, and establish standardized operating systems, fully solidifying their capacity to deliver the “one last mile” people’s livelihood services within the grid of the city.