Research on Optimization Strategies for Cold Chain Logistics of Fresh Food in Cross border E-commerce

In recent years, with the rapid development of global economic integration and e-commerce, cross-border e-commerce has become an important growth point in international trade. Fresh food, as a high demand category in cross-border e-commerce, places extremely high demands on the logistics supply chain due to its perishability and strong timeliness. Cold chain logistics, as a core link in ensuring the quality and safety of fresh food, directly affects consumers' shopping experience and the operating costs of enterprises. However, the current cold chain logistics of fresh food in cross-border e-commerce still faces many challenges, such as complex cross-border transportation links, insufficient temperature control technology, high logistics costs, and low efficiency of end of pipe delivery, resulting in high product loss rates and unstable delivery times, which restrict the further development of the industry. At the same time, consumers' demands for the quality, freshness, and delivery speed of fresh food are increasing day by day. In addition, countries are tightening their regulations on food safety and cold chain standards. Enterprises urgently need to optimize their cold chain logistics systems to enhance their competitiveness. In recent years, the application of emerging technologies such as the Internet of Things, big data, and blockchain has provided new solutions for the intelligence and visualization of cold chain logistics. However, how to deeply integrate these technologies with cross-border logistics scenarios and build an efficient, low-cost, and sustainable cold chain logistics network remains a key issue worthy of in-depth research. Therefore, this article focuses on the optimization strategy of cross-border e-commerce fresh food cold chain logistics and conducts systematic research in this field. The research provides theoretical and practical guidance for the development of cross-border fresh cold chain logistics, which is of great significance for promoting high-quality industry development, ensuring food safety, and promoting global fresh trade.