Rolls Royce publicity stunt pays off for Gfresh

One of the most ambitious sites in China’s competitive e-commerce market,, made the most of the Chinese New Year rush to get some publicity, with the company CEO delivering imported seafood in a convoy of luxury black limousines.

The sight of Tang Hai Feng emerging from a giant Rolls Royce at the gritty Jiang Yang seafood wholesale market in Shanghai made it onto local news channels and into the local press. Pictures of Tang in an immaculate blue suit, carrying boxes branded with the company name also made a splash on social media. Tang, who was photographed handing imported lobster, crab and salmon to market stall holders, said the photo opportunity was part of his firm’s efforts to “increase our influence.”

Shanghai-based Gfresh – also known by its Chinese name Ji Xian Wang - aims to build the most efficient online seafood market and logistics system in China. The firm recently announced a USD 20 million (EUR 18.8 million) injection of funds from a trio of investors including Riverhill Fund, an Alibaba affiliated venture firm, and Legend Capital. However, Gfresh faces intense competition for customers in China’s highly competitive online fresh foods marketplace.


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