Analysis and Countermeasures of Cold Chain Logistics Status of H New Retail Enterprise in Dongguan City

In recent years, with the increasing demand for fresh food online, cold chain logistics has become a hot topic, and the market potential is huge. Many enterprises have been laying out their strategies. This article analyzes the current situation of H enterprise's cold chain and finds that there are problems such as high logistics product loss rate, insufficient transportation monitoring, large investment in cold chain funds, and lack of professional talents. Improvement suggestions are also proposed. This not only contributes to the development and efficiency improvement of H new retail enterprises, but also provides successful examples for other regions, promoting the healthy development of the cold chain logistics industry.