"Online business has become increasingly difficult in the past two years; we invest more in costs, but sales volume remains relatively unchanged year-on-year." A beverage brand owner friend shared.

In the era of stock competition, the growth logic of online FMCG business is being reshaped.

On one hand, as user growth slows, traditional e-commerce faces "peak traffic," and customer acquisition costs continue to rise. On the other hand, "no promotion, no sales" has become the norm, but relying on promotions to drive sales makes it difficult for brands to achieve stable sales growth, let alone build sustainable user assets.

However, while most FMCG merchants lament the difficulty of online business, some merchants have achieved doubled growth on the Dewu platform.

This is reflected in the data: for example, the number of active merchants in the food category increased by 450% year-on-year, and the number of merchants with GMV exceeding one million increased by 400%. For instance, Yili's co-branded yogurt with Line Friends sold out within 3 days of launch, with transactions exceeding 10,000 orders. Coca-Cola saw its GMV double after joining, with daily orders exceeding 10,000. A milk powder distributor, after just two to three months, stabilized monthly sales at around 300,000 to 400,000 yuan...

In an environment where traditional e-commerce platforms have fully entered stock competition, why can FMCG merchants achieve growth on Dewu? What is Dewu's business logic? [New Distribution] had in-depth discussions with FMCG merchants operating on Dewu and shares some summaries and thoughts with everyone.

Dewu is definitely a core incremental battleground for FMCG manufacturers

"Dewu is a platform suitable for long-term operation, first, because of the high value of its user base, and second, because a large amount of incremental space has not been tapped." Shared the e-commerce head of a daily chemical brand.

Against the backdrop of fading traffic dividends and increasingly fierce competition in traditional e-commerce, Dewu's unique user structure and growth logic are becoming an important battleground for FMCG manufacturers to achieve incremental growth.

From a user perspective, Dewu has over 500 million cumulative users, with post-95s accounting for more than half, making it one of the youngest shopping communities in China. This group has strong spending power, places more emphasis on quality, functionality, and emotional value, and is particularly fond of high-quality, high-appearance products in FMCG.

Zheng Guo, head of the Dewu channel for domestic beauty brand Half an Acre of Flowers, mentioned, "Dewu's user base is young, with penetration among post-95s reaching 75%. In terms of consumption habits, young groups pursue trends, such as personalized packaging and IP, and are more willing to try new products. At the same time, young users' sharing scenarios are conducive to product diffusion."

The consumption behavior of Dewu's young users is completely different from that of past e-commerce users. They are more willing to pay for unique products and show extremely high acceptance of new products. For brands, these young users with strong spending power and emphasis on quality are not only the core driving force for sales growth but also the foundation for accumulating long-term user assets.

From a sales perspective, Dewu's product cold start, with its rapid volume growth and high sell-through rate, provides brands and merchants with certain growth opportunities.

For brand owners, driving sales of big-ticket items is not the core challenge; the difficulty lies in how to make new products quickly stand out in a highly competitive market.

At the Dewu Merchant Conference, [New Distribution] observed a set of data: the platform generates a million-level new product every 15 minutes, with over one million new products launched in 2024, 32% of which became annual bestsellers for brands.

For example, Coca-Cola's Jay Chou can Sprite sold over 10,000 orders during the campaign, and the peach-flavored Coke sold exclusively on Dewu was also popular among young people. Dove launched an exclusive gift box, setting a daily sales record on the first day, with orders exceeding 68,000 and peak daily sales approaching one million...

From a category perspective, online growth opportunities are becoming fewer, as other platforms have covered most categories and competition is saturated. However, Dewu's FMCG sector is still a typical blue ocean market, with significant growth space yet to be tapped.

"In 2023, the initial target sales were 4 million, and we actually achieved over 4 million; in 2024, the target was 10 million, but we actually reached 20 million, achieving 400% growth; in 2025, the target is 60 million, hoping to achieve 200% growth." Shared Zheng Guo of Half an Acre of Flowers.

Multiple core FMCG tracks, including food and beverages, beauty and personal care, and daily chemical products, have huge incremental space on Dewu. In 2024, Dewu added 32 new billion-level sub-categories, including snacks, beverages, and washing and care, which highly align with Dewu users' "self-pleasing consumption" and "gift consumption" needs.

Dewu's core incremental logic lies in leveraging the high spending power of young users as the foundation, with explosive sales and high sell-through rates as the core drivers, creating a low-cost, high-certainty growth path for FMCG merchants. This increment is certain.

"New products debut on Dewu, spill over to the whole network, selling 500,000 bottles in 3 months"

FMCG merchants' growth on Dewu is simple and replicable

For merchants, the biggest concern when entering a new channel is unfamiliarity with the platform's operational characteristics, requiring time and resources to trial and error. But Dewu's operational logic is exceptionally simple and clear, allowing brands to get started quickly and focus on core work.

"Compared to other platforms, Dewu's operations are very simple: choose good products, create good community content, and use the platform's tools for the rest." A men's skincare e-commerce head commented on Dewu's operational experience.

After communicating with some FMCG merchants, [New Distribution] found that Dewu's operational methodology is centered on low barriers and high efficiency, not only allowing brands to get started quickly but also making the growth path clear and replicable.

First, differentiated product selection to precisely meet the consumption needs of young users.

Dewu users are typical "knowledgeable" consumers, willing to pay for high-appearance, high-functionality, and emotional value products. Merchants can use the trend insights in Dewu's merchant backend to identify the functional points and emotional appeals that users care about.

"Dewu's audience is young, trendy, and thoughtful. By selecting the right products based on the characteristics and needs of the audience, combined with Dewu's community content and traffic mechanisms, it's easy to test and find bestsellers." Shared the head of the Dewu channel for Ocean Supreme. "For example, the Ocean Supreme All-in-One Lotion we launched for Dewu's male users, after initial testing on Dewu, sold 500,000 bottles across the whole network in one quarter."

Second, synergy between "content + tools" to achieve an efficient path from seeding to conversion.

Dewu has built a closed loop between community content and transactions, with 70% of users browsing community dynamics and 80% of content carrying product links, directly driving consumption decisions.

Merchants can attract potential consumers' attention through community content such as unboxing and reviews during the cold start phase of new products, then use the "Gravity" tool for precise targeting of target users, while using "Dewu Push" to increase exposure, forming a closed loop of seeding and conversion.

"Dewu's content ROI performance is excellent. The ROI for seeding content in the food category is as high as 3-4 times, while other platforms' ROI is basically 1:1." A milk powder distributor told [New Distribution].

Third, layout key nodes and capture the consumption scenarios of the new generation through holiday marketing.

Dewu users pay high attention to new-generation holidays such as 520, Qixi, and Mother's Day. Merchants can combine the platform's node activities to launch high-appearance gift box products to meet users' gift-giving needs.

For example, a chocolate brand launched a limited-edition gift box on Valentine's Day, which, through deep community seeding and platform activity traffic support, doubled sales on the day of the event and also drove a two-fold increase in sales during the regular sales period.

Fourth, the "brand + distributor" multi-merchant model optimizes inventory planning and achieves long-term stable growth.

Dewu's product life cycle is relatively long, providing merchants with more flexible inventory management strategies.

Brand owners can focus on the creation of new products, the construction of brand momentum, and the operation of exclusive supply, focusing on refined management of traffic and user operations, while regional sales companies or distributors can be responsible for broader stocking and sell-through work.

This "combined punch" model not only fully leverages the brand's advantages in traffic and user operations but also combines the efficient execution capabilities of channel partners in stocking and sell-through. It is a proven successful model on Dewu.

More importantly, this collaboration represents an upgrade of the multi-merchant model driven by the platform, helping brands achieve broader market coverage and stable growth over a longer life cycle.

"1 billion subsidies, 500 million cashback"

Dewu brings more than just growth to FMCG merchants

"Added 32 new billion-level tracks, and 6,120 brands doubled their annual sales."

Against the backdrop of intensifying competition in traditional e-commerce and the gradual fading of traffic dividends, Dewu, with a series of policy supports and platform advantages, has become an important battleground for FMCG brands to explore new incremental markets and achieve long-term development.

In 2025, Dewu further increased support for FMCG brands, launching a 1 billion yuan fee subsidy policy, with the maximum fee reduction for FMCG categories reaching 16%, significantly reducing brand operating costs. At the same time, the platform also launched a 500 million yuan advertising cashback plan, where brands using commercial tools such as "Dewu Push" can enjoy 100% advertising fee rebates, effectively optimizing the promotion cost structure.

In addition, Dewu provides brands with billions of free traffic support, helping brands leverage higher growth potential at extremely low costs. These free traffic can precisely reach target users, making brands more adept in new product promotion and market expansion.

The dividends Dewu brings to brands go far beyond short-term sales growth, extending to the accumulation of long-term value. Through policy support, efficient conversion support from the traffic closed loop, and the development of new incremental markets, Dewu helps brands build long-term competitiveness and omni-channel coverage capabilities, becoming an indispensable growth engine for FMCG merchants in the stock competition market.