---
title: "A Comprehensive Look at Mainstream FMCG B2B Business Models in China"
description: "This year, FMCG B2B platforms have sprung up like mushrooms, with over a hundred known to the author alone. Although transaction methods are only two types—matching and self-operated—the operational logic and details vary greatly. The author has compiled the models of 18 mainstream FMCG-related B2B platforms in China to help those interested in understanding FMCG B2B."
author: "赵波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-06-11"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/a-comprehensive-look-at-mainstream-fmcg-b2b-business-models-in-china-2dae5d87.md"
original_source: "https://mp.weixin.qq.com/s/vmtSxV5hEcAivQl4GhU2xA"
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---

# A Comprehensive Look at Mainstream FMCG B2B Business Models in China

> This year, FMCG B2B platforms have sprung up like mushrooms, with over a hundred known to the author alone. Although transaction methods are only two types—matching and self-operated—the operational logic and details vary greatly. The author has compiled the models of 18 mainstream FMCG-related B2B platforms in China to help those interested in understanding FMCG B2B.

This year, FMCG industry B2B platforms have emerged like bamboo shoots after rain. Counting large and small, the author alone knows of over a hundred. Although platform transaction methods are only divided into two types—matching and self-operated—the operational logic and details are vastly different. The author has compiled the models of 18 mainstream FMCG-related B2B platforms in China, hoping to help friends who want to understand FMCG B2B.

**Platform: Huimin Wang**
**Official Website: http://www.huimin.cn**
**Headquarters: Beijing**
**Model: Self-operated**
**Warehousing & Distribution: Self-owned warehousing + subcontracted logistics**
**Model Introduction: One of the earliest platforms to enter B2B in China. It purchases goods from factories and distributors with cash, uses its own warehousing and logistics to directly distribute to small and medium stores, forming a closed service loop, and provides value-added services to these stores.**

**Platform: Meicai Wang**
**Official Website: http://www.meicai.cn**
**Headquarters: Beijing**
**Model: Self-operated**
**Warehousing & Distribution: Self-owned warehousing + subcontracted logistics**
**Model Introduction: A self-operated B2B platform that started with fresh produce for small and medium restaurants and retail stores. It is currently the largest fresh produce B2B platform in China.**

**Platform: Zhanghe Tianxia**
**Official Website: http://www.zhanghetianxia.com**
**Headquarters: Beijing**
**Model: Matching**
**Warehousing & Distribution: Distributed warehousing (service stations) + distributor self-distribution**
**Model Introduction: One of the platforms with the widest coverage in China and one of the earliest to involve FMCG B2B supply chains. It is also one of the most complete platforms in supply chain coverage. Its Zhanghe Cloud Factory + Zhanghe Logistics + Zhanghe Convenience has formed a complete closed loop for commodity warehousing and distribution.**

**Platform: Yishang Logistics**
**Headquarters: Yantai, Shandong**
**Model: Pure logistics distribution**
**Warehousing & Distribution: Unified warehousing and distribution**
**Model Introduction: Yantai Yishang mainly provides one-stop warehousing and distribution systems for local consumer goods. The annual total value of warehoused and distributed goods is nearly 6 billion yuan, making it the largest FMCG branch logistics company in Yantai. It is also one of the few logistics platforms in China for unified FMCG warehousing and distribution.**

**Platform: Xingaoqiao**
**Official Website: http://www.123123g.com**
**Headquarters: Changsha, Hunan**
**Model: Self-operated**
**Warehousing & Distribution: Unified warehousing and distribution**
**Model Introduction: If the traditional FMCG supply chain is seen as a complex network of small roads, the "Xingaoqiao B2B" aims to build a highway for FMCG circulation. "Xingaoqiao B2B" intends to innovate the FMCG industry through internet technology and intelligent logistics, promoting the development of China's FMCG industry and embracing the wave of e-commerce.**
**Restaurants, convenience stores, daily grocery stores, supermarkets, etc., can all purchase full-category goods through the "Xingaoqiao B2B" FMCG online wholesale mall. It currently offers multiple categories of FMCG products including alcoholic beverages, dairy, grain and oil, snacks, and daily chemicals, with thousands of SKUs. Suppliers are strictly reviewed and field-assessed by "Xingaoqiao B2B"; only products with complete qualifications and manufacturer authorization are listed. The "Wangcheng Logistics Center" in Changsha uses intelligent logistics to accelerate omnichannel distribution speed. The full-category, omnichannel FMCG supply chain enables small and medium supermarkets to profit easily!**

**Platform: EAS**
**Official Website: http://www.eascs.com/**
**Headquarters: Shenzhen, Guangdong**
**Model: 380 Model**
**Warehousing & Distribution: Distributed warehousing (service stations) + distributor self-distribution**
**Financing Progress: Listed**
**Model Introduction: Compared with traditional local supply chain management service providers, EAS's biggest feature is its one-stop supply chain management service. Traditional supply chain service providers mostly offer professional services in single or multiple links of the supply chain, such as logistics service providers, value-added distributors, and procurement service providers. Logistics service providers mainly offer transportation services; value-added distributors mainly offer agency sales; procurement service providers mainly offer agency procurement. EAS integrates all links of the supply chain to form a one-stop supply chain management service encompassing logistics, procurement, and distribution. In addition to logistics and distribution services, it also provides procurement, collection, and related settlement services. Compared with traditional value-added distributors and procurement service providers, EAS generally does not maintain large inventories, avoiding inventory risks and reducing inventory costs. Meanwhile, traditional value-added distributors and procurement service providers only provide settlement support services within a limited scope, and procurement service providers generally do not participate in customers' marketing support activities.**

**Platform: Caiba**
**Official Website: http://www.huiguannetwork.com**
**Headquarters: Jinan, Shandong**
**Model: Self-operated**
**Warehousing & Distribution: Unified warehousing and distribution**
**Model Introduction: Caiba operates with heavy assets in partnership with distributors, with its own warehousing and logistics, self-purchasing goods (partly as an agent, partly from local agents). It specializes in delivering disposable tableware, grain and oil, seasonings, beverages, and alcoholic drinks to small and medium restaurants in Jinan. To meet the time needs of small and medium restaurants, orders placed before 11 PM are guaranteed to be delivered by 10 AM the next day. It has already started operations in over a dozen provinces and prefecture-level cities nationwide.**

**Platform: JD New Channel**
**Official Website: http://www.jd.com (New Channel webpage launched in July)**
**Headquarters: Beijing**
**Model: Self-operated**
**Warehousing & Distribution: Unified warehousing and distribution**
**Model Introduction: JD New Channel directly cooperates with enterprises, using JD's own warehousing and logistics system to directly supply quality goods to small and medium stores across China.**

**Platform: Tongying Tianxia**
**Official Website: http://www.tytxo2o.com**
**Headquarters: Tianjin**
**Model: Matching**
**Warehousing & Distribution: Supplier self-distribution**
**Model Introduction: Tongying Tianxia adopts a city partner franchise model similar to Zhanghe. City partners organize the supply chain locally, while Tongying Tianxia provides some centralized procurement products and technical support. It serves local restaurant chains and has launched in over 50 markets nationwide.**

**Platform: Jinhuobao**
**Official Website: http://www.jinhuobao.com.cn**
**Headquarters: Beijing**
**Model: Self-operated**
**Warehousing & Distribution: Unified warehousing and distribution**
**Model Introduction: Jinhuobao's parent company is Beijing David's Choice, the first Tmall brand for domestic coffee, listed on the New Third Board. It currently adopts a model of self-operation + unified warehousing and distribution in partnership with city partners. Simply put, it acts as a super second-tier distributor in the local market. It has already launched in multiple markets including Beijing, Tianjin, and Jinan.**

**Platform: Beiquan**
**Official Website: http://www.bqbianli.com**
**Headquarters: Jinan, Shandong**
**Model: City partner + direct-operated community O2O convenience stores**
**Warehousing & Distribution: City partner + supply chain direct procurement and self-distribution**
**Model Introduction: Beiquan has launched over 600 stores nationwide. Its model is that city partners are responsible for local supply chain organization and operations, and find partners to open franchise stores. The headquarters provides technology and training output, and organizes the global supply chain. Due to its internet-based approach, it breaks the original store sales radius and is one of the more successful internet+ convenience store operations in China.**

**Platform: Qianmi Wang**
**Official Website: http://www.qianmi.com**
**Headquarters: Nanjing, Jiangsu**
**Model: Technical support**
**Warehousing & Distribution: None**
**Operating Model: Provides only pure technical support, does not participate in any supply chain transactions.**

**Platform: Yunbao Shangmeng**
**Official Website: http://www.yunpos.com/**
**Headquarters: Xiamen, Fujian**
**Model: Matching**
**Warehousing & Distribution: Unified warehousing and distribution + supplier self-distribution**
**Operating Model: Not detailed**

**Platform: Piduoduo**
**Official Website: http://www.piduoduo88.com**
**Model: SAAS + distributor self-operation**
**Warehousing & Distribution: Supplier self-distribution + supplier unified warehousing and distribution**
**Operating Model: Piduoduo provides technical support and market operation guidance, offering a local online B2B mall ordering system for distributors. The platform belongs to the distributors themselves. Warehousing and distribution are completed by the distributors.**

**Platform: 51 Order**
**Official Website: http://www.51dh.com.cn**
**Headquarters: Nanjing, Jiangsu**
**Model: Matching**
**Warehousing & Distribution: Unified warehousing and distribution**
**Operating Model: 51 Order is one of the earlier B2B platforms in China, mainly entering the market with high-value small items such as 3C products, mother and baby products, and eyewear. Its annual transaction volume has exceeded 6 billion yuan. With scale expansion, it has now entered the FMCG field.**

**Platform: Tiantianmai**
**Official Website: http://www.ttmai.com**
**Headquarters: Nanjing**
**Model: Matching**
**Warehousing & Distribution: Unified warehousing and distribution**

**Platform: Alibaba Retail Link**
**Official Website: http://www.ttmai.com**
**Headquarters: Hangzhou**
**Model: Matching**
**Warehousing & Distribution: Self-distribution + Cainiao unified distribution**
**Operating Model: Pure matching model. Distributors open online stores, small stores place orders, and distributors can choose self-distribution or Cainiao logistics for delivery.**

**Platform: Yijigou**
**Official Website: http://bengbu.quyu.iyijigo.com/**
**Headquarters: Beijing**
**Model: Matching**
**Warehousing & Distribution: Unified warehousing and distribution**
**Operating Model: Similar to Yishang. Distributors sell goods online/offline, and Yijigou provides delivery. Yijigou does not participate in pricing or transactions of distributors' goods.**

-END-

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