Inside the Wild Ride of China’s Cold-Chain Pioneer
Blitzscaling, burnout, and the next big bet: The story of Jiuye Supply Chain
We are Stella and Amy. We share firsthand stories at the crossroads of tech, business, and culture, helping leaders craft actionable cross-cultural strategies. Together, we bridge cultural divides and bring the world a little closer—one step at a time.
Note: when you see🎙️, this is a quote from our podcast.
When we sat down recently with Jiuye, a guest on one of our latest podcast episodes and the charismatic founder behind Jiuye Supply Chain, we expected an interesting chat—but his entrepreneurial story turned out to be more like a rollercoaster ride than a typical business tale. From explosive growth to sudden collapse, his journey embodies the exhilarating yet ruthless world of Chinese startups.
China's Cold-Chain Revolution, Kickstarted By U.S. Cherries
Cold-chain logistics might sound mundane at first (think refrigerated trucks delivering your ice cream), but it actually revolutionized online shopping in China. Before 2014, cold-chain logistics in China primarily catered to supermarkets and restaurants. Fresh steak and fruits delivered to your doorstep? Virtually unheard of. But then e-commerce giants like Alibaba saw the potential. Remember the hype around imported U.S. cherries, a sales event famously supported by then-U.S. Ambassador Gary Locke? That was Alibaba’s experiment—proving cold-chain logistics could successfully deliver fresh food directly to consumers. (source) Behind the scenes, it was actually Jiuye who orchestrated the logistics operations, making this ambitious event possible.
Betting Big on Fresh Produce
🎙️ “The commercial opportunity was enormous, and I knew if I didn't seize it, someone else would.”
In a gutsy move, he left Alibaba just two months before its historic IPO. After the groundbreaking U.S. cherry sales event, Jiuye clearly identified huge opportunities in cold-chain logistics. At the time, Chinese e-commerce platforms had nearly exhausted all traditional online product categories, and everyone was eyeing fresh produce—but first, they needed to solve the complex logistics puzzle. "Dreams are meant to be chased," he laughed during our interview, recalling how he was inspired by Alibaba founder Jack Ma’s famous pre-IPO pep talk. Jiuye saw a massive market opportunity: building China’s first nationwide cold-chain logistics platform specifically for e-commerce.
Blitzscaling: The Only Way to Survive
🎙️ “At the peak, we had warehouses across 24 provinces, but managing such rapid growth felt like building a plane while flying it.”
His startup, Jiuye Supply Chain (九曳供应链), quickly stood out by creating a digital, cloud-based warehouse system. Instead of investing heavily in warehouses and trucks, Jiuye leveraged existing regional infrastructure through partnerships. Customers could track their fresh orders in real-time, revolutionizing the consumer experience. The growth was explosive—soon, Jiuye’s network covered 24 provinces (out of a total of 34 province-level administrative divisions in China), backed by around 800 million RMB in funding. Major brands flocked to his company, seeing it as a superior alternative to even industry giants like SF Express. (source)
Jiuye admitted that he was worried about the rapid expansion at the time, but there seemed to be no other choice. Aggressive expansion isn't just common in China—it’s mandatory. The market is vast but fiercely competitive, and companies must gamble big to win big. Jiuye admitted as much: "It was always go big or go home. We had no other choice."
When COVID Changed Everything
And then, COVID-19 hit.
🎙️ “The pandemic threw everything into chaos—suddenly growth became a liability rather than an asset.”
Almost overnight, everything changed. Orders surged as people shopped online, but cash flow dried up—clients delayed payments, suppliers raised prices, and logistics slowed to a crawl. Suddenly, the aggressive growth that propelled his company forward became a financial burden. To secure emergency funding, Jiuye had no choice but to relinquish control, handing the reins to investors. By 2021, he and his founding team had exited the company they’d built from scratch.
When I asked Jiuye if his rapid expansion was a mistake, he paused thoughtfully. "Honestly, without COVID, we probably have secured the leading position in the market now. The expansion was risky—but it was the right kind of risk."
One Dream Ends, Another Begins
Now, Jiuye is pivoting again—this time looking overseas. He’s set his sights on the Middle East, targeting markets like Saudi Arabia and the UAE, which resemble China’s logistics landscape a decade ago. "It feels like going back in time," he said. His plan? To revolutionize cold-chain logistics in a region that’s ripe for innovation, leveraging everything he's learned in China.
As we wrapped up our chat, Jiuye was already sketching out ambitious plans for his next big venture. "I’m a lifelong entrepreneur," he laughed, eyes sparkling. "I wouldn't trade this rollercoaster for anything."
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