In "Internet plus" age, business model convergence has resulted in fierce homogenization competition among fresh e-commerce, so fresh e-commerce urgently needs to carry out business model innovation. Taking "the cooperation between Yiguo and Haier" as an example, this paper uses grounded theory to code the collected information and explores how the fresh e-commerce achieves business model innovation through cross-border cooperation. Four elements of fresh e-commerce cross-border cooperation business model are obtained, that is, value proposition is to optimize consumer experience and personalized products and services, key resources are fresh supply chain resources and related resources of cooperative enterprise, key processes are the construction of consumer scenarios, the capture of consumer information and precision marketing, profit model is to increase revenue sources and share operating costs. On this basis, we explore the operating mechanism of this business model according to the logic relationship of those four elements in cross-border cooperation business model.