Wangjiahuan
Wangjiahuan is a Shenzhen-headquartered Chinese agricultural products distributor that operates a multi-vendor B2C e-commerce marketplace (wangjiahuan.net) for fresh fruit, vegetables, grains, and rice, serving consumers across all 32 Chinese provinces with nationwide delivery, tiered membership, and a points-based loyalty program.
- Company typePrivate
- Founded2016
- HeadquartersShenzhen, China
- Headcount5,001–10,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Wangjiahuan does
Wangjiahuan is a Shenzhen-headquartered Chinese agricultural products distribution group that operates a multi-vendor e-commerce marketplace at wangjiahuan.net. Per firmographic data, the company was founded in 1995 and employs 5,001–10,000 people; the current online marketplace entity (Wangjiahuan Agricultural Products Group Co., Ltd.) was registered in 2016 per its Guangdong ICP filing (粤ICP备16007790号). The platform serves end consumers and small buyers across all 32 Chinese province-level regions with nationwide home delivery, organized into four primary product categories: Fresh Fruit (新鲜水果), Grain Crops (粮食作物), Vegetables and Gourds (瓜果蔬菜), and Selected Rice (精选大米). Pricing per SKU ranges from ¥3.99 (commodity carrots) to ¥142.00 (premium Thai jasmine rice, 20斤), with payment supported via Alipay, WeChat Pay, UnionPay Online, and Cash on Delivery.
The technology stack is a standard SaaS e-commerce mall built on the Xuntian (讯天saas商城平台) CMS, providing storefront, product management, shopping cart, order management, member system, points/rewards mall (积分商城), and SSL-encrypted authentication with username/password plus SMS/email verification flows. Rather than a pure single-vendor DTC store, the site operates as a multi-tenant marketplace: at least five independent Shenzhen-based agricultural suppliers (Shenzhen Meida, Guoyeqingqing, Xulian, Lehe, Dingfeng) host dedicated storefronts and fulfill orders through the platform, accessible via the "商家入驻" (merchant onboarding) entry point on the homepage. Marketing is largely product-led via SEO on category and product pages, with promotional listings (促销活动), pre-sale activities (预售活动), a dedicated points mall supporting points+cash and full-points redemption, and tiered membership with cumulative-spend discounts as retention mechanics. Tencent QQ is embedded in the help center for online customer service.
The business model is multi-stream: direct product sales on the platform (transaction fees/retail margin), implicit marketplace commissions on third-party supplier transactions, subscription-like recurring revenue from the tiered membership program, and loyalty-driven repeat purchases through the points mall. The company has raised approximately $268.6M across three funding rounds (2018, 2020, 2021) led successively by GLP, Meituan, and CPE, with participation from Hidden Hill Capital, Paul Run Holding, and Ziming Capital. No revenue figure is publicly disclosed, but the combination of 5,001–10,000 employees, nationwide delivery infrastructure, three institutional rounds, and a founder/chairman (Jun Gao) consistent with a long-established physical distribution business suggests the e-commerce storefront represents one channel of a substantially larger group-level agricultural distribution operation.
Wangjiahuan firmographics
Firmographics- Name
- Wangjiahuan
- Legal name
- 望家欢农产品集团有限公司
- Website
- https://wangjiahuan.net
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Wangjiahuan is a Shenzhen-headquartered Chinese agricultural products distributor that operates a multi-vendor B2C e-commerce marketplace (wangjiahuan.net) for fresh fruit, vegetables, grains, and rice, serving consumers across all 32 Chinese provinces with nationwide delivery, tiered membership, and a points-based loyalty program.
- Ownership category
- akta.pro rank
Wangjiahuan industry classification
Industry- Product category
- Online Agricultural Products Marketplace
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (424480), Fresh Fruit and Vegetable Merchant Wholesalers (42448)
- SIC
- Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- General Merchandise Online Retailers (CRAFADAA)
- akta.pro secondary industry
- Specialty & Artisanal Online Food Marketplaces (AFAIAMAG)
Keywords
Where Wangjiahuan is headquartered
LocationHeadquarters
- HQ city
- Shenzhen
- HQ country
- China
- HQ region
- Asia
Offices1 record
Markets served
Wangjiahuan business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Direct product sales via online marketplace: Generates revenue from direct product sales of fresh fruit, vegetables, grains and rice through its e-commerce storefront, with prices ranging from ¥3.99 to ¥142.00 per item. Each product has a clearly listed "商城价" (mall price), with promotions such as "直降" (price drop) and "换购" (exchange purchase) layered on top.
- Multi-vendor marketplace commissions: Acts as a marketplace platform hosting multiple independent agricultural product suppliers (Shenzhen Meida, Shenzhen Guoyeqingqing, Shenzhen Xulian, Shenzhen Lehe, Shenzhen Dingfeng, etc.), with the company providing storefront, fulfillment, payment, and customer service infrastructure. Implicit marketplace commission model on third-party seller transactions.
- Points/rewards redemption mall: Operates a points mall (积分商城) where customers can redeem items using accumulated points, with options for points-only redemption or points-plus-cash hybrid redemption, supporting customer retention and repeat purchases.
- Membership tier program: Members are tiered by cumulative spending amount, with different tiers entitled to different discount benefits, providing a recurring-customer loyalty mechanic that drives repeat revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-product unit pricing with promotional discounts and exchange offers |
| Other | Annual | Tiered membership with cumulative-spend discounts |
| Other | Pay-as-you-go | Cash-on-delivery payment option |
| Other | Pay-as-you-go | Points-based loyalty redemption mall |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Wangjiahuan product offering
Product offeringCore offering
Wangjiahuan operates the wangjiahuan.net e-commerce marketplace, a multi-vendor platform that aggregates multiple Shenzhen-based agricultural product suppliers and sells fresh fruits, vegetables, grains, and rice directly to Chinese household consumers with nationwide delivery across 32 provinces/regions. The platform supports source-direct fresh produce from regional specialty origins (e.g., Aksu apples, Wuchang rice, Hami melons) and layers a points redemption mall, tiered membership discounts, and multi-payment checkout (Alipay, WeChat Pay, UnionPay, cash on delivery) on top of the core product catalog.
Product overview
Wangjiahuan (望家欢农产品集团有限公司) operates a single unified B2C/B2B agricultural products e-commerce mall rather than a platform-plus-modules product architecture. The mall is organized into four primary shopping categories — Fresh Fruits (新鲜水果), Grain Crops (粮食作物), Vegetables and Gourds (瓜果蔬菜), and Selected Rice (精选大米) — each subdivided into narrower taxonomies (e.g., Kiwifruit, Apples, Oranges under Fresh Fruits). On top of this catalog, the site layers several feature surfaces, including a Points Mall (积分商城) for loyalty redemption, a Promotions (促销活动) listing, a Pre-sale (预售活动) section, and multi-tenant Merchant Storefronts (商家入驻) that host individual Shenzhen-based agricultural suppliers such as 深圳市美达农产品有限公司 and 深圳市果叶青青农产品有限公司.
Differentiator
Problem solved
Functional benefit
Products and services
- Wangjiahuan Online Mall (望家欢农产品集团有限公司商城) The core e-commerce marketplace platform where multiple Shenzhen-based agricultural product suppliers list fresh produce, grains, and rice for nationwide delivery across 32 Chinese provinces/regions.
- Fresh Fruits (新鲜水果) Top-level product line featuring kiwifruit, apples, and oranges sourced from regions including Sichuan, Shandong, Xinjiang, Chongqing, Hunan, and Gansu, with per-SKU pricing from ¥3.99 to ¥132.06.
- Grain Crops (粮食作物) Top-level product line offering grains and coarse cereals such as sorghum, wheat, barley, corn, and unhusked grains, with approximately 30 SKUs.
- Vegetables and Gourds (瓜果蔬菜) Top-level product line featuring fresh vegetables and gourds including eggplant, winter melon, bitter melon, carrot, beetroot, okra, pumpkin, and Chinese lettuce from various Chinese growing regions, with approximately 30 SKUs.
- Selected Rice (精选大米) Top-level product line offering branded rice (Fulinmen, Jinlongyu, Jindaodian, Shiyuedaotian, Tailiang, Dongbei Laonong, Mengzhalong, etc.) from Northeast China, North China, and Thailand, with approximately 23 SKUs priced up to ¥142.00.
- Points Mall (积分商城) Loyalty redemption program that lets registered members redeem accumulated points for products across all four product categories, supporting both points-only and points-plus-cash hybrid redemption.
- Merchant Storefronts (商家入驻) Multi-tenant supplier storefronts that allow independent agricultural product suppliers to list and fulfill their own products under the Wangjiahuan platform, with a dedicated merchant onboarding (商家入驻) entry point on the homepage.
Quantifiable outcome
- 100% positive rating (好评率99%) on multiple product listings
- +2 more outcomes
Companies that use Wangjiahuan
Customer profileSegments2 records
Ideal customer profiles3 records
Wangjiahuan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Wangjiahuan partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Shenzhen Meida Agricultural Products Co., Ltd. (深圳市美达农产品有限公司)coreSuppliers_id=166080. Listed on the platform with own storefront at /home/goods/store?suppliers_id=166080. Contact: 邝英基, phone 130778***75. Address: 深圳市龙岗区平湖街道禾花社区华南大道一号华南国际纺织服装原辅料物流区二期3F-010. Business scope: wholesale and retail of primary agricultural products. Sells multiple fresh fruit, rice, and vegetable SKUs through the platform.
- Shenzhen Guoyeqingqing Agricultural Products Co., Ltd. (深圳市果叶青青农产品有限公司)coreSuppliers_id=166081. Contact: 唐晓松, phone 159898***18. Address: 深圳市宝安区松岗街道中涵水果批发市场内B栋17、18、19号. Sells fruits, vegetables and rice through the platform across multiple SKUs.
- Shenzhen Xulian Agricultural Products Co., Ltd. (深圳市旭联农产品有限公司)coreSuppliers_id=166079. Contact: 吕志明, phone 0755-2***0137. Address: 深圳市龙华区大浪街道水围社区华旺路178号A栋601. Sells fresh vegetables, rice, and grain products on the platform.
- Shenzhen Lehe Agricultural Products Co., Ltd. (深圳市乐和农产品有限公司)coreSuppliers_id=166083. Contact: 王彦霞, phone 136326***33. Address: 深圳市龙岗区龙岗街道龙西社区红花岭工业区综合楼101-201. Sells fresh vegetables and rice on the platform.
- Shenzhen Dingfeng Agricultural Products Co., Ltd. (深圳市鼎峰农产品有限公司)coreSuppliers_id=166082. Contact: 关凯清, phone 138287***32. Address: 深圳市龙岗区布吉街道龙珠社区京南路24号金百信B栋508. Sells rice, fresh fruit, and fresh vegetables on the platform.
- Alipay (支付宝)coreIntegrated as a payment method for online checkout (article_id=34465). Customers can select Alipay on the checkout page to complete payment.
- WeChat Pay (微信支付)coreIntegrated as a payment method (article_id=34466). Customers can pay via WeChat Pay at checkout.
- UnionPay Online (银联在线)coreSupported as an online payment method alongside Alipay and WeChat Pay (article_id=34465, 34467).
Scale indicators6 records
Expansion highlights6 records
Wangjiahuan competitors and assessment
Company assessmentDirect peers
- Dingdong Maicai (叮咚买菜): China's leading dedicated fresh-produce e-commerce platform, offering online ordering of vegetables, fruit, meat, seafood, and grains with home delivery. Directly comparable to Wangjiahuan on product mix, target customer (urban households), and last-mile delivery model.
- Benlai (本来生活): Pure-play fresh-produce and agricultural-products e-commerce platform with strong emphasis on source-direct, traceable origin SKUs. Directly comparable on catalog focus (fresh fruit, vegetables, rice, grains) and on the origin-credibility pitch.
- Missfresh (每日优鲜): Was a major fresh-produce e-commerce platform with nationwide cold-chain delivery of fruit, vegetables, grains, and dairy. Closely comparable business model to Wangjiahuan's B2C fresh-grocery storefront.
- Meituan Maicai (美团买菜) / Meituan Youxuan (美团优选): Meituan's fresh-grocery verticals (instant-fulfillment Maicai and community-group-buying Youxuan). Directly comparable on product categories and target customer, and notably backed by one of the same investors (Meituan) that led Wangjiahuan's 2020 round.
- Pinduoduo Duoduo Maicai (拼多多 多多买菜): Pinduoduo's agricultural-products community group-buying platform, focused on source-direct produce and grains from Chinese farming regions. Closely comparable to Wangjiahuan on category mix and the source-direct value proposition.
- Meicai (美菜网): B2B agricultural-products distribution platform serving restaurants, canteens, and institutions with fresh produce and grains. Closely comparable to the B2B distribution aspect of Wangjiahuan's business that is not visible on the consumer storefront.
Broad incumbents
- JD Daojia / JD Fresh (京东到家 / 京东生鲜): JD.com's grocery-delivery arm and dedicated fresh-produce vertical, leveraging JD Logistics' nationwide fulfillment network. Comparable to Wangjiahuan on nationwide fresh delivery and SKU breadth across produce, grains, and rice.
- Yonghui Superstores (永辉超市): China's largest brick-and-click grocery retailer, with deep fresh-produce supply chain and an emerging online channel. Comparable on fresh-produce sourcing and nationwide distribution scale.
- Hema Fresh (盒马鲜生): Alibaba's fresh-grocery banner combining app-based ordering, store pickup, and nationwide supply chain. Operates at materially larger scale and overlaps directly with Wangjiahuan's fresh-produce, grains, and rice categories.
Emerging players
- Xingsheng Youxuan (兴盛优选): Community-group-buying platform for fresh produce and household goods, with strong sourcing from Chinese agricultural regions. Comparable to Wangjiahuan on source-direct produce and on multi-region fulfillment, though differentiated by community pick-up rather than home delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wangjiahuan social profiles
Digital presenceWangjiahuan compliance and trust
Trust signalCompliance1 record
Wangjiahuan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wangjiahuan leadership team
Management profileNumber of profiles
Profiles1 record
Wangjiahuan funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wangjiahuan M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wangjiahuan
What does Wangjiahuan do?
Wangjiahuan operates the wangjiahuan.net e-commerce marketplace, a multi-vendor platform that aggregates multiple Shenzhen-based agricultural product suppliers and sells fresh fruits, vegetables, grains, and rice directly to Chinese household consumers with nationwide delivery across 32 provinces/regions. The platform supports source-direct fresh produce from regional specialty origins (e.g., Aksu apples, Wuchang rice, Hami melons) and layers a points redemption mall, tiered membership discounts, and multi-payment checkout (Alipay, WeChat Pay, UnionPay, cash on delivery) on top of the core product catalog.
Is Wangjiahuan a public or private company?
Wangjiahuan is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wangjiahuan founded?
Wangjiahuan was founded in 2016. It employs 5,001 to 10,000 people.
Where is Wangjiahuan based?
Wangjiahuan is headquartered in Shenzhen, China, in the Asia region.
How does Wangjiahuan make money?
Four revenue lines are on record. Direct product sales via online marketplace is the primary driver. The others are multi-vendor marketplace commissions, points/rewards redemption mall and membership tier program.
Who are Wangjiahuan's main competitors?
Direct peers on record are Dingdong Maicai (叮咚买菜), Benlai (本来生活), Missfresh (每日优鲜), Meituan Maicai (美团买菜) / Meituan Youxuan (美团优选), Pinduoduo Duoduo Maicai (拼多多 多多买菜) and Meicai (美菜网). Broad incumbents are JD Daojia / JD Fresh (京东到家 / 京东生鲜), Yonghui Superstores (永辉超市) and Hema Fresh (盒马鲜生). Xingsheng Youxuan (兴盛优选) is listed as an emerging player.
Does Wangjiahuan have an API?
No public API is recorded for Wangjiahuan.
What industry is Wangjiahuan in?
Wangjiahuan's product category is Online Agricultural Products Marketplace. Its primary akta.pro industry code is CRAFADAA, General Merchandise Online Retailers, with a secondary code of AFAIAMAG, Specialty & Artisanal Online Food Marketplaces. Its NAICS code is 424480 and its SIC code is 5141.