Source: O2OMind (ID: O2OMind)
Under the impact of the pandemic, digitalization in the retail industry has been strengthened, and brands' online transformation has continued to develop. Leading domestic and international brands have accelerated their transformation.
According to annual performance data from the three major O2O platforms (Ele.me, Meituan, and JD Daojia), among the top 100 brands, Yili (3.58 billion yuan) and Mengniu (2.944 billion yuan) lead many consumer brands, ranking first and second.
In the 2021 O2O channel top 100 brands list, more than half of the brands achieved growth in online performance. Brands such as Wuliangye, C&S, and Wyeth saw significant growth in home delivery business, with an average monthly growth rate exceeding 5%.
In addition to the two high-end ambient milk brands Telunsu (1.696 billion yuan) and Jindian (1.308 billion yuan), FMCG brands such as Arawana (1.192 billion yuan), Luhua (966 million yuan), Xinxiangyin (837 million yuan), Ambrosial (711 million yuan), Fulinmen (680 million yuan), and Nongfu Spring (664 million yuan) entered the top ten.
Ranking
Local Brands
Among the top 100 brands in the O2O channel, local brands accounted for 59% of revenue, with an average monthly growth rate of 0.9%, outperforming foreign brands.
Data note: The ratio in the above chart is the average monthly growth rate.
Categories
According to O2OMind's full-year 2021 data, categories such as personal care and cleaning, grain and oil and non-staple food, maternal and infant products, and dairy and bakery performed better on JD Daojia, while alcoholic beverages and leisure snacks had higher revenue on Meituan.
Category Growth
Category growth on each O2O platform:
Data note: The ratio in the above chart is the average monthly growth rate.
TOP Brand Growth
O2OMind shows that leading brands in most categories have significant advantages in the O2O channel. However, small brands in categories such as chocolate, chilled fresh milk, and ice cream have more competitive opportunities in the O2O channel.
Grain and Oil
On the Meituan platform, home delivery sales of grain and oil brands such as Arawana, Luhua, and Fulinmen have significantly increased compared to January.
On JD Daojia, Luhua edible oil has a distribution rate as high as 61%, far higher than its distribution rate on Meituan and Ele.me. On this platform, Luhua has stronger competitiveness, with Q4 revenue surpassing Arawana.
Instant Noodles
In the instant noodle category across the three major O2O platforms, Master Kong's sales performance is far higher than other brands, and its leading advantage remains obvious in the O2O channel; Tang Daren and Uni-President are competing more fiercely.
Ambient Milk
Telunsu and Jindian both perform well on the three major O2O platforms in the ambient milk category, especially on Meituan, where both brands have seen revenue growth. In addition, Telunsu has a higher distribution rate on all platforms.
Ambient Yogurt
Ambrosial performs well on all three platforms, Purezen has grown on Meituan, and Moscowian's competitiveness on JD Daojia is slightly insufficient.
Drinking Water
Nongfu Spring's drinking water ranks first in sales on all three platforms. Ganten C'estbon has a distribution rate of 74% on JD Daojia, higher than its distribution rate on Meituan and Ele.me.
On JD Daojia, the gap between C'estbon and Ganten is small, and competition is fierce.
Beer
Home delivery demand for beer brands on Meituan has increased, peaking during the sales season from May to August. Snow's distribution rate on Meituan is higher than Budweiser and Tsingtao, and its monthly sales on this platform are also significantly higher than the other two brands.
Chilled Fresh Milk
Bright's chilled fresh milk share has declined, while Yili's chilled fresh milk shows a growth trend on JD Daojia.
Dumplings and Wontons
On the Meituan platform, home delivery demand for frozen dumplings and wontons continues to rise. Sanquan has the highest distribution rate across the three platforms, while Wan Chai Ferry, leveraging its strong brand power, holds an advantageous position on JD Daojia.
Feminine Care
Sofy performs well on Meituan and Ele.me, leading other brands in sales.
Ice Cream
Home delivery business for ice cream peaks from May to August, with fierce competition among brands, while Zhong Xue Gao's competitiveness on JD Daojia is relatively weak.
Laundry Detergent
Blue Moon performs well on Meituan, with strong sales growth.
Infant Formula
Consumers on Meituan prefer to buy Jielingguan infant formula, while Wyeth infant formula sells better on JD Daojia.
Tissue Paper
C&S and Qingfeng both achieved sales growth on Meituan. Qingfeng later overtook on Ele.me, becoming the best-selling tissue brand on that platform.
In the post-pandemic era, with the increasing penetration of online business, developing O2O channels has become one of the emerging channels for brands to capture consumer mindshare. Combining their own brand development strategies, scientifically conducting competitive analysis, reasonably controlling product channel distribution rates, and being targeted have become key to refined O2O channel operations for brand owners.
Data period: January 2021 - December 2021 Data tool: O2OMind Disclaimer: The data used in the above analysis results come from public information on the internet, and the company is not responsible for its authenticity or completeness.
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