At present, the sales channels of fresh products in our country have been extended to the development system of e-commerce. A very important part of the sales process of fresh products is the development of cold chain logistics of fresh products. Since the current development model of fresh food e-commerce is seriously behind the development of clothing, among which cold chain logistics is a major bottleneck restricting the development of fresh food e-commerce. This article analyzes the development of cold chain logistics of fresh and fresh products in China to discuss its current specific characteristics and development models in my country. Based on big data technology, the accuracy of the logistics positioning and tracking system has increased by 7.89%.