Introduction: Last night, our official account invited multiple platform owners and guests with deep insights into FMCG and B2B to discuss and answer distributors' questions about doing B2B. If you're interested, read this article and the guests' viewpoints; it will give you a good answer. If you still have questions, add our editor's WeChat at the end to join the group for deeper understanding. Since it was a discussion format, the content is somewhat scattered. I've compiled the guests' viewpoints in text below. If you're interested, you can also directly view the group chat messages. Due to many images, loading may be slow when scrolling down. You can click on unloaded images to view them, then swipe left to browse. ● ● ● 1. How many types of platforms are there? Which type suits our distributors? Regarding how many types of platforms exist, guests have different views. According to Teacher Wang Jianfeng's view, E-commerce types are divided into two kinds: One is the technology platform type, which holds no inventory itself, like Alibaba, called an internet platform; the other is e-commerce, which are small sellers on Taobao, a lower-dimensional role under Alibaba. For the former, the platform mainly serves both buyers and sellers, charging technical service fees (commissions), generating only transaction flow, not sales; for the latter, it's mainly trade, being the order fulfillment party, with the main purpose of selling goods and issuing sales invoices. From this, we can see that the main business revenues of the two are different. From a financial perspective, there are two types: one is a technology service tech company, the other is a sales-oriented trading company. From a tax perspective, there are mainly two types of invoices: service invoices and sales invoices. To see what type a platform is, just look at the invoices it issues. Piduoduo CEO Guo Decang: Currently, B-end platforms are broadly divided into two models: one is centralized B-end, such as JD.com, Alibaba, and Huimin.com, characterized by platform self-operation, basically not cooperating with distributors, or with very limited cooperation space. The other is distributed B-end, with distributors as the main body, like Piduoduo, jointly building localized e-commerce platforms with distributors. For the former, the platform mainly serves both buyers and sellers, charging technical service fees (commissions), generating only transaction flow, not sales; for the latter, it's mainly trade, being the order fulfillment party, with the main purpose of selling goods and issuing sales invoices. From this, we can see that the main business revenues of the two are different. From a financial perspective, there are two types: one is a technology service tech company, the other is a sales-oriented trading company. Gongtianxia CMO Zhang Xiaoxi: From our internet industry perspective, platforms are divided into matching type, self-operated type, and tool type. The matching type is represented by Zhanghe Tianxia, 1688 model; self-operated is Huimin.com; tool type is Gongtianxia. Of course, there are also platforms that do both self-operated and matching, like Yijigou. Each type has its characteristics, and each distributor's situation is different, so the angle to consider platforms also differs. Various platforms can find a fit. Of course, we believe tool-type platforms are the most harmless, the lightest transformation, and the easiest to get started. The distance between distributors and these B2B platforms is only internet technology. We'll help you solve internet technology, so what are you afraid of? Matching means integrating distributors and convenience stores together, trading through a mall. Self-operated is simply a big distributor, aiming to eliminate other distributors. Wanchaobang CEO Chen Siting: According to the platform's operating methods and purposes, they are divided into "interception type", "parasitic type", and "symbiotic type". All platforms basically fall into these three categories. Interception: starting from the terminal, with ground promotion, intercepting distributors' customer flow; Parasitic type: mainly providing tools, with success depending entirely on the distributor's own efforts. Symbiotic type: providing systems, the system itself is not sold, but jointly operated to leverage each other's strengths. No matter how harmless the interception type claims to be, in the end, it will still slaughter the sheep. The classification of the three types is simple: whether they compete with distributors for terminals, whether they provide operational services beyond technology, and fourth, whether they touch product margins and logistics margins. Yunbao Shangmeng CEO Zhuang Jianzhong: For B2B e-commerce, from the distributor's perspective, platforms still have multiple possible dimensions. From a purely technical perspective, it can be simply understood as self-operated, open, and hybrid. From the depth of functional participation, it can be divided into at least "order transaction, logistics, capital, marketing" levels. Simply understood as self-operated, open, and hybrid. Self-operated will gradually become platforms, as JD.com and Yihaodian have changed. In the short term, selling goods and collecting money is the most worry-free and easy for distributors to understand. Those that issue service invoices are mainly technology-focused, and distributors need time to adapt, which can be painful. But in the long run, e-commerce that buys from you will eventually want to dump you, after all, you're not the manufacturer; while those technology platforms that make you painful are genuinely trying to help you. Teacher Shi Xianlong: The tool value of e-commerce is to improve efficiency, optimize cost structure, and increase benefits (profitability). B-end e-commerce in the circulation link is essentially the same. Therefore, this round of B-end e-commerce movement (it has indeed become a movement) will have multiple forms coexisting:

  1. Reformists: B-end e-commerce based on the original channel structure.
  2. Revolutionaries: platform-based B-end e-commerce that bypasses distributors to reach retail stores directly.
  3. Integrated reformists: regional integrated platform-based B-end e-commerce (i.e., Wanshanggou style). For distributors, facing B-end e-commerce is actually simple. Two paths: one is to become e-commerce yourself, becoming a regional distribution platform; the other is to integrate into a large platform. Simply put, either be the boss or be the mistress. Teacher Liu Chunxiong: How many types of platforms there are depends on the classification standard. Centralized and distributed are both classifications of technical architecture and also classifications of platform participation depth. Vertical and platform types mainly depend on whether it's self-operated. Classification is positioning; finding a favorable position for yourself, unification is difficult. Chen Siting once said in this group that there are fake platforms and real verticals, and I find this type is currently the most common. There are several synonyms: trade, self-operated, vertical. Jingbeiquan Vice President Zhu Yan: Current platforms don't have very detailed classifications. Some platforms just have different names, but the actual models aren't much different. But broadly, there are heavy platforms and light platforms, and also professional and non-professional platforms. Different understandings lead to different classifications. Now is an era of resource integration and sharing, which will gradually completely break the information barriers of conventional ecology, making information shared and symmetrical. Platforms and entities are complementary. Choosing which platform depends on your own situation and needs. Light platforms emphasize connection over operation; heavy platforms emphasize operation and deep connection, but operation has certain difficulties, requiring a certain retail foundation, and thinking style is a big challenge. There are too many platform classifications. Distributors should clarify what they want to do when choosing, and determine relevant standards. Suggested standards and prerequisites for distributors to choose a platform:
  4. Whether cooperation with this platform can improve the company's efficiency and benefits;
  5. Whether cooperation can improve the company's ability to control the market and terminals;
  6. Whether the advantages of both parties are truly complementary, and analyze the pros and cons clearly. Beiquan, in classification, is a heavy platform and also a professional open retail platform, involving both B-end and C-end business, covering overall operations and product supply chain. The author summarized the views of the above experts and came up with 16 classification terms: matching type, self-operated type, tool type, centralized, distributed, interception type, parasitic type, symbiotic type, self-operated, open, hybrid, reformist, revolutionary, integrated reformist, heavy platform, and light platform. How about that, dizzying, right? The editor is also dizzy. The above keywords are really hard for a distributor to fully understand. With so many classification methods above, how should distributors classify? The editor teaches you a method to distinguish: From the distributor's perspective, just look at the cooperation method: cooperation model, agency model, or all models: Suppose a national or regional platform comes to your market: 1. They seek your investment cooperation, letting you integrate local resources, and the platform itself doesn't sell goods. 2. They seek your investment cooperation, letting you integrate local resources, and the platform also sells goods through you, giving you a commission and toll fee. 3. They don't seek your cooperation, but you can sell goods on the platform. They don't sell goods themselves. 4. They don't seek your cooperation, and they sell goods on their own platform. For the above types, combined with the content discussed by each platform above, distributors should have a rough framework. In addition, many platforms claim they don't charge fees. From the author's perspective, there is currently no completely free platform in China. The so-called free just means no one-time and periodic fixed investment. Platform charging methods are roughly divided into the following: Free platform entry, commission on transaction flow; One-time investment, no commission on transaction flow; Periodic fixed income. Annual/monthly service fees; As a distributor, which type should you choose as your cooperative platform? First, when choosing a platform to cooperate with, distributors must visit and inspect on-site, compare multiple options, and personally go to the platform's company and market to understand. Only after thoroughly understanding the platform should you decide which software to choose. The author simply summarized eight checks. Through these eight checks, combined with the classification methods taught above, I believe distributors can quickly understand the platform's strength and level: 1. Check ownership: When this platform comes to your market, who is the legal person? Is it our distributor, or someone else? Do they let us hold shares, or just let us sell on the platform? In the future, will this model abandon us distributors to do the local market themselves, making us work for them? 2. Check the model: What profit model do they adopt? What role do you play on this platform? Are they matching or hybrid? Do they have a permanent ground promotion team? After the market operates normally, how do we profit? 3. Check fees: See how they charge. Most of those who claim to be free are divided into two types: fake free, real charges. Many platforms just don't charge a one-time entry fee, but still charge periodic service fees and transaction flow commissions. Remember, charging isn't necessarily bad, and not charging isn't necessarily good. Combine with the above operating model, consider whether they will bypass us to directly reach terminals in the future. Internet companies do platforms, not charity. Free is impossible. They must aim for profit. Either they directly take money from distributors' pockets, or they use your influence to expand their network, and when the time is ripe, bypass distributors to reach terminals directly. Distributors must keep their eyes open about the model. 4. Check the backend: Operate and experience it on-site, see the usability of the backend, data analysis and processing capabilities. Zhang Wenxue from Maidelin summarized the requirements that distributors need a platform to have. You can refer to them:
  7. Support different customer promotions
  8. Support regional division for the same product with different customers and different suppliers
  9. Support B2B/B2C/B2B2C multiple operating models (according to contract)
  10. Support unified warehouse and unified distribution, regional warehouse distribution, split order and warehouse distribution, etc.
  11. Support private customization and flash sale rules
  12. Support various promotion plans
  13. B2B2C/B2C models support nearby retail distribution and after-sales service
  14. Support customer pre-order business (order meeting type)
  15. Support multi-angle data interaction and real-time communication among manufacturer salesmen, supplier salesmen, merchandisers, drivers, supervisors, customers, and platform management. Not all platforms support the above, but distributors will encounter these in daily operations, so they must understand clearly. 5. Check operations: What operating model do they adopt? Can they solve many non-technical problems? In this step, distributors can ask some sharp questions to see how they handle them, such as: payment terms, near-expiry returns, order conflicts between online and offline business, how to solve small shops not installing systems or placing orders, etc. What payment and settlement methods does the platform use for funds? 6. Check the team: First, is the boss from a technical background, marketing background, or distributor background? What is his background? For those from IT and traditional industries, how many people are on the technical team, and where do the core members come from? Talk to the actual operators, ask questions, see if they can answer fluently, and assess their level. 7. Check the model market: How did the current successful market succeed? Does it match our own market situation? In addition, it's not recommended for distributors to build their own platforms. It's not just a technical issue. Many people who originally did B2C malls just modify code to become B2B, but the logic is different. So many who claim to build platforms for distributors are mostly just trying to cheat money. Moreover, a real technology platform requires a minimum investment of 20 million yuan as a basic threshold. If you don't have that strength, don't do it yourself. It should be noted: the biggest problem for distributors doing B2B is not just technical issues, but also that they lack operational capabilities. It's not a lack of technical ability; there are plenty of people who can integrate technology, but operations are the big problem. If distributors don't have strong technical and operational support behind them, their own talent and professionalism can't support it. I hope distributor friends can choose carefully. -END- The best domestic FMCG distributor learning platform Focuses on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operation | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brands | [Long press QR code to follow]