GoodMe's Freshness Supply Chain Strategy | Generated by AI
Question: An interview mentioned that GoodMe, this company, found that fruits transported for thousands of kilometers can become over-mature, making the juice not as good as when you pick fruits on-site, juice them, and cool them right on the road. What’s the situation here, and why is GoodMe so good? (Note: “GoodMe” refers to the Chinese tea and beverage brand 古茗, known for fruit-based drinks.)
Answer:
The core issue raised in the interview aligns with a well-known challenge in the fruit supply chain: long-distance transportation (often thousands of kilometers for imported or cross-country fruits) can lead to quality degradation. Fruits are typically harvested early to withstand shipping, which delays their natural ripening and flavor development. By the time they arrive, some over-ripen or lose crispness, sweetness, and nutritional value due to stress from handling, temperature fluctuations, and time—resulting in juice that’s less vibrant and fresh compared to on-site juicing. This “roadside” approach minimizes transit time, preserving peak maturity, enzymes, and antioxidants for superior taste and health benefits. Industry data shows up to 30% loss in fruit quality during extended logistics, making consumers’ “blind box” experience (inconsistent freshness) a common complaint.
GoodMe (古茗), a leading Chinese tea-drink brand founded in 2010, excels in addressing this through innovative supply chain strategies that prioritize freshness, earning it a reputation as “so good” for affordable, high-quality fruit teas and juices. Here’s why:
Key Advantages of GoodMe’s Approach
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Direct Sourcing and Self-Built Bases: GoodMe sources seasonal fruits from origin farms, partnering with global suppliers like Dole and Sumifru for premium varieties. They’ve established their own massive lemon base in Yunnan (China’s largest for Taiwanese fragrant lemons), where ideal climates (21-25°C with high day-night temperature swings) yield fuller-flavored fruits. This cuts transport distances dramatically—fruits travel hours, not days—ensuring they’re picked at optimal ripeness for juicing.
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Advanced Cold Chain Logistics: Unlike competitors’ 4-day deliveries, GoodMe’s “two-days-one-delivery” system uses 21 regional warehouses, 300+ refrigerated trucks, and third-party partners for bi-daily cold-chain shipments to 97% of its 9,778+ stores (as of late 2024). Full temperature control from farm to store retains nutrients and prevents over-maturation, mimicking that “cool on the road” freshness.
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High-Pressure Processing (HPP) Technology: GoodMe uses HPP for fruit juices, a non-thermal method that kills bacteria via extreme pressure while preserving 90% of nutrients, vitamins, and fresh-squeezed taste/texture—far better than heat-pasteurized alternatives that dull flavors. This is key for drinks like their signature lemon teas or durian series, where mouthfeel rivals on-site juicing.
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R&D and Quality Control: With a 50-million-yuan lab and 100+ person team developing weekly innovations (e.g., Cloud Mist Jasmine Green or Thick Coconut Durian), GoodMe integrates fresh fruits with premium teas and cold-chain milk. Six-stage inspections and digital tracking ensure consistency, avoiding the variability of long-haul fruits.
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Affordability and Scale: By optimizing logistics (e.g., regional density for efficiency), GoodMe offers “luxury” recreations—like a 20-yuan version of pricier rivals’ berry teas—while hitting 200B+ yuan GMV. This “fresh, tasty, not expensive” ethos has fueled its rise to China’s #2 tea-drink brand, with IPO success in early 2025.
In essence, GoodMe doesn’t just transport fruits—they reengineer the chain to deliver “farm-to-cup” vibrancy at scale, turning a industry pain point into a competitive edge. If you’re trying it, go for their Hand-Peeled Granular Big Orange for that peak-fresh burst.
References:
- 古茗 Baidu Encyclopedia
- Gu Ming IPO: China’s No. 2 Milk Tea Brand
- 古茗上市！GMV超200亿
- 从产地到家里只需72小时，水果就得按这个标准卷