Purpose The purpose of this paper is to analyze the influencing factors of new logistics service product design (NLSPD) in China to establish a theoretical framework for the future development of the logistics industry. Design/methodology/approach The paper adopts the multi-case study method based on a sample of four Chinese logistics enterprises, in which the authors consider the logistics service maturity (LSM), a distinct characteristic of logistics enterprises. Findings NLSPD is directly related to the degree of supply-demand matching (SDM) and LSM. Customer demand, service capability and peer competition influence the performance of NLSPD through the SDM degree, whereas LSM moderates these influencing mechanisms. Moreover, the degree of SDM has a positive impact on LSM. Practical implications - The findings can help the managers of logistics enterprises and practitioners in the logistics industry understand the complexity of NLSPD. First, they should broaden and deepen their service offering to enhance the degree of LSM. Second, they should pay attention to the factors that affect SDM systematically. Finally, it is vital to balance the relationship between LSM and SDM. Originality/value NLSPD has become an important tool affecting the competitiveness and sustainability of logistics service enterprises. This is the first paper to propose a theoretical framework for NLSPD that considers the characteristic of the logistics industry. It clarifies the mechanisms of influencing factors, and contributes to the literature by filling the research gap.